Effective communications in disrupted times

Effective communications in disrupted times

These are extraordinary times that are intensely challenging for our customers’ as they work to maintain coordinated, effective communications to multiple stakeholders in a fast changing environment. This has never been more important and we want to help.

We recognise that every organisation is grappling with exceptional enquiry volumes so from today we’re offering all clients complimentary access to the Vuelio Interactions module for three months. This will enable you to track and manage contact with your stakeholders so even though your team are remote working, you can manage and keep all communications consistent.

We have seen our customers’ manage high coverage volumes so to streamline reporting we will provide Vuelio Canvas, which will also be complimentary to clients for three months. This is a digital coverage tool that quickly and powerfully presents coverage in a way that can be easily shared to keep your stakeholders up to date on coverage, social media and latest published information.

We know that the work of front line, emergency organisations in communicating latest information to stakeholders is critical in managing this health crisis. So, from today, we’re offering NHS, police, fire service, and health and social care charities three months of online media monitoring including news alerts, at no cost. This will support you to understand the changing news agenda and implications for your organisation.

Please contact your account manager to find out more.

We are in a fast changing policy environment so to keep ahead of what this means, we’re offering a free daily bulletin from our political team, summarising COVID-related announcements from official Government sources, key Government spokespeople, industry and community stakeholders. Sign up to the bulletin here.

Alongside offering access to our products, we also want to support your teams to build their confidence in using the platform as they work remotely. From next week, every day at 3pm we will run online Vuelio Training Academies. These 30-minute sessions will be facilitated by Vuelio experts and explain how to get the most from functionalities including:

  • Interactions logging
  • Canvas
  • Media Monitoring
  • Media Database
  • Press Release Distribution

These sessions can be signed up to here, where the weekly schedule will also be available. If there are other areas of the product that it would be useful to cover, please do email your account manager to ask for them to be added.

These are challenging economic times that we all face. If you have any concerns that we can help with, get in touch with your account manager who can be contacted by phone or email as normal.

Online event

Virtual events and why they’re more important than ever

SXSW and Coachella were first and now with Glastonbury cancelled and the Euros being postponed until 2021, it is clear that no event is impervious to the current situation. Large mass gatherings are no longer part of the calendar and as we all adapt to social distancing, events have had to adapt too.

Over the coming weeks, and possibly months, all in-person events will stop following Government guidelines. For anyone hosting any kind of event there is a decision to be made: cancel, postpone or take the event online. With more people now remote working, holding a virtual event is fast becoming the preferred option.

There’s a wealth of technology that can allow organisations to share their content with audiences across the globe. Webinars have long held an important place in any marketer’s toolkit and now they are even more vital; allowing guests to ask questions and interact with the hosts encourages discussion, which replicates experiences of in-person events.

As museums start to offer virtual tours, so begins the start of virtual expos where delegates can ‘visit’ the different stands, download the relevant collateral and speak directly with the supplier through a messaging app.

While it’s harder (but not impossible – watch this space) to take networking drinks online, small conferences or seminars benefit from this way of working. Livestreaming these events not only helps with keeping costs down (no venue, no catering, etc.) but it also makes it more accessible for both the audience and the speakers. Although you may need to be flexible with time zones, it opens up your list of potential speakers to those who are not just based in your city.

For smaller virtual meetings and seminars, Zoom has a free offering for live streaming meetings of up to 100 participants that last for 40 minutes or less. With a chat function built in, you can easily communicate with your guests and get a lively Q&A going at the end of the session. There’s an option to record your meeting too so if anyone is unable to attend they can still enjoy the content at a time that works for them.

When it comes to promoting, inviting and keeping track of your attendees Eventbrite is an accessible and easy-to-use tool. Plus if you’re hosting a free event, then it’s free to use.

Events may never be the same after this, as budgets get tighter and the need for more accessible events goes from nice-to-have to essential. Expect more virtual event invites over the next few weeks and video catch up content if you miss it. We’ll see you online.

Government promises all the tools every UK Citizen needs to get through this

Vuelio’s Sam Webber assesses the latest Government response to the Coronavirus pandemic, including a new fiscal stimulus and school closures.

The Coronavirus pandemic has now affected every aspect of Government and public life in a way that this country has not experienced since the Second World War.

The Chancellor’s comprehensive Budget, announced last week, has already had to be updated and overhauled with a far more generous package of measures to safeguard businesses and families. After pressure from MPs representing tourist destinations and from key cultural institutions like small attractions, pubs and restaurants that are set to be particularly affected, the Chancellor increased measures offered to this sector: ‘I announced last week that for businesses in the retail, hospitality and leisure sectors, with a rateable value of less than £51,000, they will pay no business rates this year.

‘Today, I can go further and provide those businesses with an additional cash grant of up to £25,000 per business – to help bridge through this period. Additionally, I also am today extending the business rates holiday to all businesses in those sectors, irrespective of their rateable value.

‘That means every single shop, pub, theatre, music venue, restaurant – and any other business in the retail, hospitality or leisure sector – will pay no business rates whatsoever for 12 months, and if they have a rateable value of less than £51,000, they can now get a cash grant as well.

‘I also announced last week that we would be providing £3,000 cash grants to the 700,000 of our smallest businesses. In light of the new circumstances, and to support their cash flow, today I can increase those grants to £10,000.’

Hinting at additional measures for other sectors of the economy he added:

‘Some sectors are facing particularly acute challenges. In the coming days, my colleague the Secretary of State for Transport and I will discuss a potential support package for specifically airlines and airports.’

For those affected by COVID-19 who will lose income and not be able to pay their monthly mortgage, the Chancellor also offered support: ‘Following discussions with industry today, I can announce that for those in difficulty due to coronavirus, mortgage lenders will offer at least a three month mortgage holiday – so that people will not have to pay a penny towards their mortgage while they get back on their feet.’

While he was immediately criticised because this statement offered nothing to those in rented accommodation, they have now been offered additional protections too.

Robert Jenrick, the Secretary of State for Housing, Communities and Local Government said: ‘The Government is clear – no renter who has lost income due to coronavirus will be forced out of their home, nor will any landlord face unmanageable debts.’

His detailed statement includes a promise that: ‘Emergency legislation will be taken forward as an urgent priority so that landlords will not be able to start proceedings to evict tenants for at least a three-month period. As a result of these measures, no renters in private or social accommodation needs to be concerned about the threat of eviction.’

An announcement from Education Secretary Gavin Williamson on Wednesday also confirmed what many parents had been expecting: ‘After schools shut their gates on Friday afternoon, they will remain closed until further notice except for children of key workers and vulnerable children, as part of the country’s ongoing response to coronavirus.’

While this has serious implications for those studying for exams that will now not be taking place in the usual way, the Government is clear it will do whatever is necessary to ensure no students are adversely affected by these challenging conditions.

Finally, the Government has set up a new structure of four implementation committees focusing on health, public sector preparedness, economy and international response to deal with the crisis.

  • Healthcare: chaired by the Health Secretary to focus on the preparedness of the NHS, notably ensuring capacity in the critical care system for those worst affected
  • General Public Sector: chaired by the Chancellor of the Duchy of Lancaster to look at preparedness across the rest of the public and critical national infrastructure, excluding the NHS
  • Economic and Business: chaired by the Chancellor, with the Business Secretary as deputy chair, to consider economic and business impact and response, including supply chain resilience. It will also coordinate roundtables with key sectors to be chaired by relevant Secretaries of State
  • International: chaired by the Foreign Secretary, to consider our international response to the crisis through the G7, G20 and other mechanisms, including like-minded groups, and the UK five-point plan

This shows that as well as relying heavily on the advice from his Chief Medical Officer and Chief Scientific Adviser, the Prime Minister is receiving support from his Cabinet colleagues Matt Hancock, Michael Gove, Rishi Sunak, Alok Sharma and Dominic Raab and all their respective teams of civil servants to feed into the UK’s holistic approach to defeating this virus.

As Rishi Sunak said this week: ’I want to reassure every British citizen, this Government will give you all the tools you need to get through this.’

Industry membership bodies react to COVID-19

Industry membership bodies act in reaction to COVID-19

Public relations membership bodies the CIPR and PRCA are launching initiatives to support the sector in reaction to the potential impact of COVID-19 on the PR industry.

PRCA
Following a survey of around 200 PR professionals on the subject of COVID-19, the PRCA will create a Global Covid-19 Public Communications Taskforce to provide free practical support to practitioners around the world. The association welcomes help from senior professionals able to assist with:

– Advocating for the role of PR in planning and response
– Advice and models for working from home for PR professionals and their stakeholders
– Mental health and wellbeing communications in the current climate
– Guidance on best practice and crisis response across all comms disciplines
– Reporting on COVID-19-related industry data and how the virus is impacting the PR industry

‘The coronavirus is a human tragedy with serious implications for business and public relations,’ said PRCA director general Francis Ingham of the decision behind the taskforce launch.

‘Our industry is uniquely positioned to adopt a leadership role during this time of crisis, and deliver a public good. This offering will be global and it will be free.’

CIPR
The CIPR will support its members during the coronavirus outbreak with an online resource of advice and information as well as new guidance for communicators working in both the public and internal sectors. The online guides will be regularly updated to reflect the latest government recommendations.

Independent PR practitioners will also be able to request a three-month CIPR membership payment break while continuing to receive information about upcoming training and events from the association.

‘We know many of our members will have increased responsibilities to communicate with stakeholders, customers and staff on activities and policies for their own organisations and clients,’ say CIPR on the need for industry support.

‘Our priority as an institution is the health and wellbeing of our staff, their families and our members. This page contains information on what the CIPR are doing to support members and the profession at a time when the importance of good, clear and ethical communication has never been more important.’

More on the PRCA taskforce can be found here and information on CIPR resources can be accessed here.

Influencer-Marketing-Smoking-Gun

Influencer Marketing: 5 Dos and Don’ts

This is a guest post from Rick Guttridge, managing director of Smoking Gun.

For most PR and marketing professionals, influencer marketing is a hot topic of conversation and debate. But now, thanks to new governing regulations and documentaries such as The American Meme and Fyre, the average consumer is fully aware of the power of influencers.

Growing awareness means more brands are recruiting influencers to promote their products and services than ever before. And like most things in life, as popularity grows, we see examples of how it should, and shouldn’t, be done.

How can PRs avoid the pitfalls for their clients and make sure their influencer marketing campaigns have impact? Here are my top dos and don’ts when it comes to influencer marketing.

Don’ts
1. Don’t do it for the sake of doing it
We hear so many of our clients saying they want to embark on an influencer campaign because everyone else is. This is not a reason to do it. An influencer marketing campaign needs clear objectives and an understanding of the impact you’re wanting to make for the brand. Without this, there’ll be no strategy, and therefore little success.

2. Don’t focus on follower numbers
It’s tempting to think bigger is better, but when it comes to influencer marketing this isn’t the case. Although we are seeing more guidelines emerging for this marketing function, it is still unregulated in some areas – such as buying followers. When identifying influencers to work with, it is essential that you look at engagement and audience profiles. Even if the influencer only has 4,000 followers, they could be a highly-engaged group that your client wants to target. Meaning it will be a more impactful, and probably cost effective, approach.

3. Don’t be scared to ask the influencer’s advice
Influencers are businesses in their own right. They know how their audience behave, they know what posts have performed well and the type of content that has impact. When working with an influencer, ask their advice and trust their guidance – they want the partnership to be successful just as much as you do. Having an open and honest dialogue about your objectives will mean the influencer can guide you on how to achieve this.

4. Don’t forget to measure success
Or lack of. Especially, if this is your first time entering into the world of influencer marketing – everything is a lesson. By having clear objectives in place from the start, you will be able to measure against these to see how successful the activity has been, and what needs to change in the future. Low level micro-influencers, who are typically most cost effective, are ideal if you are taking a ‘test and learn’ approach.

5. Don’t always be product-focused
Your client’s brand is based on more than just the product they sell. Think about how you want the audience to think and feel about a brand and use this to guide your influencer marketing content, otherwise you could just end up with smiling selfies with your product in-shot. Influencers share their lives with their followers, so think about how the product can fit into this in a natural way.

Dos
1. Do think long-term
One-off posts can have some impact and can help to raise awareness of your brand. But as we know, awareness doesn’t always equal sales. In this current landscape, where consumers are bombarded with more advertising messages than ever before, simply knowing a brand exists isn’t going to drive them to part with their cash. Long-term partnerships with influencers allow brands to build relationships with an audience and communicate the USPs effectively over a long period of time. If an influencer perfectly fits with your client’s brand, consider working with them long-term to create a true advocate.

2. Do use data
Influencer marketing isn’t a dark art; it’s a data-driven specialism. You can effectively tailor the campaign for maximum impact by using data that is available to you. An in-depth understanding of how the target audience behaves online means you can mirror this; for example, if you are targeting new mums, have you considered requesting your influencer partner posts in the middle of the night, when they’ll no doubt be awake with the baby?

3. Do consider it from the start
One of the biggest errors brands can make is simply tagging influencer marketing activity at the end of a campaign. With the way that consumers now behave online, it’s essential that influencer marketing is considered at the start of campaign planning. For example, Simply Be’s ‘New Icon’ campaign had plus-size fashion influencers post on its channels on the day the print advertising went live – meaning that its audience was reached with the campaign messaging at various touch points – giving it more impact.

4. Do follow your competitors
It’s not just your own social posts and influencer marketing that you can learn from. Keep a close eye on what your client’s competitors are doing, who they’re working with and what is working for them. I’m not suggesting you copy their approach, but you can take vital learnings from their successes, and failures.

5. Do consider your channels
Wanting to target 16-24 year olds? Then step away from Facebook and head to TikTok. Wanting to target busy mums? Then Facebook or Instagram is your channel. Before starting any influencer activity, it is essential you have a clear view of what audience you are targeting, and therefore the social media channels they live on. Influencer marketing is not one size fits all, as the way people behave, and the information they’re seeking, varies from channel-to-channel.

To read more, download Smoking Gun’s full guide to influencer marketing here.

Budget dominated by Coronavirus was well received on social media

Much of the media commentary in response to the Budget statement has been positive for Rishi Sunak, barely four weeks after he was appointed as Chancellor.

At 39 he is the youngest Chancellor since George Osborne took office in 2010 and has degrees from Oxford and Stanford Universities, as well as business experience at Goldman Sachs and in several hedge funds.

His experience in Government however has been relatively brief, having only been appointed as a junior MHCLG minister in January 2018, before joining Boris Johnson’s cabinet in July 2019 as Chief Secretary to the Treasury. He received his unexpected promotion following Sajid Javid’s shock resignation last month.

After the relatively dull and uneventful delivery of Philip Hammond, the last Chancellor to deliver a Budget speech in 2018, Rishi Sunak offered some genuine enthusiasm. Daily Mail reporter Andrew Pierce tweeted in response to the speech: ‘A star is born’ describing it as a ‘commanding performance’ by Sunak, whilst referring to him as ‘a PM in waiting’.

Torsten Bell, chief exec of the Resolution Foundation tweeted: ‘British politics in 2020: A Conservative Chancellor outlining plans for a bigger state than under Tony Blair and more borrowing than Gordon Brown’.

This concern about the amount of borrowing announced in the small print of the Budget to fund new commitments rather than higher taxation, was picked up by several political journalists including the political editor of The Guardian, Heather Stewart:

‘Don’t underestimate how big a moment this is – Sunak says he’ll invest an extra £175bn over next 5 years, which he says OBR calculates will add 0.5pp to GDP growth. The Tories are embracing the benefits of borrowing to invest. You could say Labour has, “won the argument”.’

BBC political editor Laura Kuenssberg noted an increase in research and development spending: ‘Very significant increase in govt spending on R + D, up to £22bn – and govt will change the way science is funded too – introducing UK version of ARPA – one of long held dreams of PM’s adviser Dominic Cummings’

Vuelio’s sister company Pulsar conducted some social media listening in the week leading up to and including the Budget, tracking the Twitter traffic of 50 leading political journalists. Unsurprisingly this showed that Coronavirus dominated both the social media conversation over the last week and the Budget itself, with 40.9% of the Twitter traffic.

The NHS featured second in the list of topics with 20.7% of the conversation and infrastructure, another topic which dominated the Budget as the Government set out its levelling up agenda was the third most popular topic with 12.8%.
An additional Pulsar graph showed that positive tweets by the top 50 political journalists being tracked outnumbered negative and neutral ones.

However, the media response was not uncritical, with The Guardian’s Kate Proctor questioning whether Rishi Sunak’s claim that the Conservatives were now ‘the party of public services’ was evidence of amnesia from the Government which had itself introduced austerity and appeared to have had ‘a re-think on borrowing’. She also noted the package of announcements aimed at moving the civil service out of its London base with 22,000 jobs heading out of London and a devolution deal for West Yorkshire including a £4.2bn funding settlement.

The Sun’s Tom Newton Dunn summarised the Budget by saying the ‘rabbit out of the hat’ announcement that all Chancellors seek to deliver was most likely the ‘business rate holiday’ for small businesses. He added that most other major decisions had been ‘delayed as a result’ of the coronavirus, especially setting any new fiscal rules. Therefore, he noted there was ‘no reason for Javid to resign after all’.

Vuelio’s Budget analysis, summary and stakeholder response document is available to read and download here.

Rachel Miller All Things IC

PR Blogger Spotlight: Rachel Miller, All Things IC

‘Readers tell me being featured on All Things IC has helped them get a new job, raise their profile or secure a promotion, which makes me proud to know my website has played a part in their success.’ Today’s spotlight is with All Things IC’s Rachel Miller, who shares all things internal communications with her readers.

Having started her career as a journalist back in 1999, Rachel has seen the evolution of both sides of the media/PR relationship. Read on for her take on some of the biggest changes the industries have gone through, as well as retro tools of the trade that didn’t quite make it into this decade (microfiche, anyone?).

How did you originally get started with writing about PR, marketing and comms?
I started my blog in 2009 while working in-house at Tube Lines (which is now part of TfL) to help me research how social media could be used for internal communication.

There were only two case studies globally I could refer to in my post-graduate diploma in Internal Communication Management dissertation back then. Nowadays, I’d be spoiled for choice!

My blog came about because I wanted to share the resources I’d found, have a space to document my findings and to find likeminded people who were also interested in the same topics.

Rachel Miller All Things IC 2

What’s your favourite thing to post about and why?
My favourite thing to write about is internal communicators. I particularly love featuring practitioners who have overcome a struggle I know others are grappling with.

Readers tell me being featured on All Things IC has helped them get a new job, raise their profile or secure a promotion, which makes me proud to know my website has played a part in their success.

What are some of the recent campaigns you’ve written about that you really liked and why were they special?
I recently welcomed Sara Vogt, deputy director, corporate communications at the Ministry of Justice here in the UK as a guest blogger. Sara (@_saravogt) wrote about their values campaign and how organisations can live their values.

I liked it because the Ministry of Justice had identified the things that will help them become a truly values-led organisation: where their values underpin their strategic decisions, implementation of their business activities and how every employee behaves with their colleagues, stakeholders or users of their services.

Sara wrote: ‘With our values campaign we’re giving staff a platform to share their personal stories of how they are living our values and how they have felt supported at work – our colleagues have shared their many stories, including of being supported when returning to work after gender reassignment; of thriving at MOJ after a childhood growing up in care; and of gaining confidence in public speaking for the first time’.

With mental wellbeing being a big issue in the industry at the moment, what do you think agencies can do to support their employees?
I think every organisation is responsible for enabling conversations around mental health and wellbeing to happen. Regardless of the size of your company, there are practical steps you can take to help your employees.

I believe conversations about mental health need to be part of the way companies communicate; we need to make it okay to admit when you’re not okay and support our workforce and managers to have honest discussions, underpinned by robust support, policies and advice.

I’ve partnered with mental health at work expert Jo Hooper to provide a new Mental Health Leadership Masterclass on 6 April 2020 to help comms practitioners learn more.

I’ve blogged about mental health extensively on my blog, including featuring Jamie Angus, internal communications and engagement manager at PDSA writing about the work they’re doing to give colleagues a voice on mental health.

How can the PR industry work on its diversity problem?
Unfortunately, there are various diversity problems in PR, which is reflective of society as a whole.

Workplace inclusion requires a shift in organisational culture and is a recognition that policies alone are not sufficient to build an inclusive workplace. I blogged about how to understand and improve diversity back in 2018 and could have written it today as little has changed.

You need to know the data behind any problem so you can make informed decisions. At the very least, companies need to prioritise representation across the dimensions both in terms of how they communicate and how they recruit.

How has the relationship between the media and public relations changed during your time in PR?
Speed is one of the biggest shifts we’ve seen. I started my career as a journalist in 1999 and moved into internal communication in 2003. PR and comms has changed a lot in that time. The fundamental principles of good, effective communication haven’t, but the methods and media have.

For example, there was only one computer with internet access in the newsroom when I was a journalist and it was incredibly slow. This was the era when we weren’t using search engines yet and spent a lot of time validating and researching at libraries (often using microfiche!) before publishing.

The speed at which we communicate and publish today means the relationship between the media and public relations is constantly evolving.

Do you think calling to pitch stories to journalists can ever be a good move?
Rarely. Only if you are certain it will be of true interest, fits their niche, they’re the right person to contact, they’re not on deadline – there are many things to think through first, which are potential barriers!

However, you can’t beat having a proper conversation rather than flooding someone’s inbox. Pitching to me via phone is never the right thing to do, but to make your pitch stand out in my inbox, it needs to be timely, targeted and relevant for my readers.

What are the pros of working with influencers versus ‘traditional’ media?
I enjoyed speaking with Ste Davies last year on his New Influence podcast. We discussed the topic of influencers as my take is from the inside out. I have numerous conversations with my clients about their internal influencers and ambassadors and how that relationship does or doesn’t work.

Do you work with other PRs on your blog? How would you prefer they approach you and with what kind of content?
I rarely work with other PRs on my blog as feedback from my readers shows they prefer reading articles by their peers, which is mainly in-house communication practitioners from around the globe.

However, if someone has taken the time to read my guidelines, understood the topics I write about and has a targeted, timely and relevant topic, I will consider it.

I get approached daily by PRs. The best ones have done some research, they’ve looked at the content I’ve published, spotted a gap and sent me a relevant message. I say no to pitches 90% of the time because they are from agencies wanting to use my blog for their own gains, rather than thinking about how they could add value to my readers.

What other blogs do you check out regularly?
My fellow bloggers within this Top PR category are familiar to me, I’ve read some of their blogs for years.
I enjoy the weekly round-up from PR Place, edited by Richard Bailey, as it helps me uncover new voices in the PR world. I like to support those who are just starting out by reading and sharing their posts to encourage them.

I also love listening to podcasts and particularly like Holly Tucker’s Conversations of Inspiration series with entrepreneurs.

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

Consistency-in-a-crisis

Consistency in a crisis

The disruption caused by COVID-19 is extreme and creating an intense challenge for every business and the PR and Communications teams who must keep stakeholders up to date with a constantly changing news agenda when working arrangements might have to change.

We’re here to support you in maintaining the effectiveness of communications even if you may have to work remotely. The Vuelio platform provides monitoring, messaging and engagement accessible from a single, secure cloud-based platform which means multiple users can work from, and coordinate all they do, wherever they might be working.

We have comprehensive systems in place to provide service continuity at all times, including in this instance to manage the potential effects of the COVID-19 outbreak. As part of this, we regularly review all business operations from supply chain, IT to personnel with robust contingency measures in place that avoid interruption to service. This has included testing our systems to evaluate potential risk and impact to our people.

Our software and the databases they rely on are cloud-based, meaning they can be accessed securely from remote locations. Our team can also access and provide customer and maintenance support remotely, while a system of on-call rotations ensures support is sustained should some of the team fall ill and allows for uninterrupted service while allowing team members time to recover.

If you have any concerns, please don’t hesitate to get in touch with the team.

Hannah Bardell MP: Good and proper healthcare must be available for everybody in the LGBT community

Scottish National Party MP Hannah Bardell writes following her House of Commons debate on lesbian, bisexual and trans women’s health inequalities.

I came out literally as I was being elected, initially to myself, then later to my family and friends and publicly sometime after that, and that was challenging. It is fair to say that the impact on my mental health was profound.

For me, and for many other people coming out later in life, there is an element of regret and, in fact, mourning for a life not lived as my authentic self and it is hard to describe what that feels like. I try very hard to look forward – to make the most of what is in front of me, not to look back and have regrets that I was not living my life as my true self. There are many reasons why people come out later in life, and there is also much research around the profound impact that that has on people’s mental and physical health.

Coming out as lesbian, gay or bisexual can be a very different experience from coming out as trans. I cannot imagine how incredibly difficult that is, particularly in the current climate. We owe it to our trans and non-binary citizens to support them and ensure that discussion around changes in legislation or any matters relating to their lives and healthcare is conducted in a respectful and decent way.

We know the LGBT community, including lesbian, bi and trans women, experience significant health inequalities and specific barriers to services and support, and are sadly at a higher risk of experiencing common mental health problems than the general population.

The Science and Technology Committee report states that there is ’emerging evidence demonstrates that lesbian, gay, bisexual and trans (LGBT+) people experience significant health inequalities across their lifespan, often starting at a young age.’

Stonewall Scotland’s survey of LGBT people in Scotland found that half had experienced depression in the past year, including seven in 10 trans people, and that more than half of trans people have thought of taking their own life in the past year.

Stonewall Scotland’s survey of LGBT people in Scotland found that:

  • Half of LGBT people (49 per cent) have experienced depression in the last year, including seven in ten trans people (72 per cent).
  • More than half of trans people (52 per cent) have thought of taking their own life in the last year.
  • One in six LGBT people (16 per cent) have deliberately harmed themselves in the last year.
  • One in four LGBT people (24 per cent) have witnessed discriminatory or negative remarks against LGBT people by healthcare staff.
  • One in eight LGBT people (13 per cent) have received unequal treatment from healthcare staff because of their sexual orientation or gender identity.
  • Almost two in five trans people (37 per cent) have avoided healthcare treatment for fear of discrimination.
  • One in four LGBT people (27 per cent) have experienced healthcare staff having a lack of understanding of specific lesbian, gay and bi health needs.
  • Nearly three in five trans people (59 per cent) have experienced healthcare staff having a lack of understanding of specific trans health needs.

I understand that some of these matters are very technical. They are challenging and they require a level of expertise. That is why education, open discussion and proper resourcing in Scotland and across the UK is absolutely vital. We know how incredibly hard staff in the NHS work in all countries and parts of the UK. We salute them. However, the studies show that there is a bit more work to be done.

In 2013, a study in the USA said, unsurprisingly, that legalising gay marriage might improve health and reduce healthcare costs. Another similar study last year found that legalising equal marriage could improve the mental health of same-sex couples. Wow — what a revelation! You can marry the person you love and live the life you want as the person you are, and it might actually make you happy and reduce the burden on the healthcare system.

We know that legislative change does not in itself necessarily change culture or fix the problem, but it is an important step.

The specific health needs of disabled people who are also LGBT are often overlooked by healthcare professionals. According to Stonewall, which has produced some compelling briefings on the subject, disabled people in the LGBT community can be left with a lack of trust in their healthcare providers. Multiple needs are often not taken into account, which affects some of the most vulnerable people. LGBT people are not necessarily open about their sexual orientation and/or gender identity when seeking medical help, because of a fear of unfair treatment and invasive questioning.

Stonewall goes on to talk specifically about issues around PIP assessments and it has said that one in five non-binary people and LGBT disabled people have experienced discrimination. Similarly, one in five black, Asian and minority ethnic LGBT people, including 24% of Asian LGBT people, have experienced it.

There is still a long way to go and debates such as this one are part of the picture of making sure that good and proper healthcare is available for everybody in the LGBT community. We as MPs must do everything we can to make sure that no one suffers from poor mental or physical health just because of their gender, sexuality or gender identity.

We are all equal. At the end of the day, we are all human.

 

Hannah Bardell is a member of the SNP’s Shadow Foreign Affairs and International Development teams and the MP for Livingston.

This blog post is part of a cross-party series on Vuelio’s political blog Point of Order, which publishes insight and opinion to help public affairs, policy and comms professionals stay ahead of political change and connect with those who campaign on the issues they care about. To find out more or contribute, get in touch with Vuelio Politics.

Women-in-PR-in-2020

Women in PR in 2020

This year’s International Women’s Day is just behind us and PR can count itself as a profession particularly welcoming to women. CIPR’s 2019 State of the Profession survey showed that two thirds (67%) of the industry identify as female, putting us in the majority. However, that very same survey showed that women in public relations are still paid less than men for the same work, with a gender pay gap of £5202.

‘There are more women at Board level and running agencies and in house departments, but a sad counter to that is that many find that working freelance is the only way to balance work and life, especially if they have caring responsibilities,’ says Professor Anne Gregory of the other struggles women in PR continue to face. ‘It is still the case that long hours characterize the industry and there is plenty of anecdotal evidence that the ‘always on’ nature of the work is immensely destructive of well-being and family life.’

We put the call out to women in PR to share how they’ve noticed the industry getting better when it comes to gender and what still needs to be done.

‘When I first started out in PR 20 years ago, it was frowned upon to be in the office less than 12 hours a day. No-one wanted to be last to their desk in the morning, or first to leave at the end of the day. There was a lack of trust if you weren’t visibly there, so working from home was almost unheard of – if you weren’t in the office you weren’t working. We have created an agile world where we can now fulfil career ambitions, while raising a family and even have time for hobbies too. It’s now customary to have a healthy work-life balance and that’s a real cause for celebration.’

Agatha Chapman-Poole, managing director of Chapman Poole

Sara Wheater

‘Having been a undergraduate on one of the first PR degrees in the country back in the 1990s when it was still very much dominated by the ‘Max Hastings’ of the PR world, it has been a journey of incredible courage, creativity and resilience.

In my first role at a rural PR agency I was told it was a rite of passage to sleep with the boss. Needless to say, I didn’t. I took myself off to work for a female boss in the city who was not only inspirational, she was whipping the men’s derrieres with her steely approach and getting the right message out in the media. Diversity in the workplace breeds creativity beyond stereotypes and I’m proud that many agencies today are truly reflecting the needs of the societies that they serve.’

Sara Wheater, public relations account director at Calvin

Rose Allerston‘I’m lucky to be surrounded by women who genuinely inspire me every day at work – strong, intelligent women who don’t apologise for their place at the table and have encouraged and supported me to do the same. Our business is also based in Manchester – the birthplace of many women who have paved the way for freedom and radical thinking – so we’re following in their footsteps every day.

The days of long mahogany boardroom tables flanked by men in suits are (slowly!) dying out and I think generally these days you can be respected for your opinion and ideas regardless of what you wear or how you look.’

Rose Allerston, senior account director at Smoking Gun PR

Jane-Cook

‘Sadly, my personal experience has been that the old systems of power and patriarchy are still holding fast in a lot of places. Over the last ten years or so I’ve watched many women get pushed out of companies and positions of power, seen them branded as over-emotional or somehow not fit for the job, I’ve overheard men at the top complaining about maternity leave and flexible working, and I’ve sat around tables with men with less experience and expertise than their female colleagues, and grimaced as they still shout them down. It can be depressing, and I think it’s a big part of the reason why so many women seem to be moving towards the freelance/independent route.

I’m hugely supportive of other women who strike out on their own, and am also lucky enough to be hugely supported by the women I have worked for and with over the years. They keep me sane!’

Jane Cook, ‘indy PR bod’ (@JaneChicoMendes)

Natalie Orringe‘IWD 2020 is a chance to reflect on how much has been achieved but also how much more has to be done to realise gender parity. Issues such as #MeToo to Weinstein remind us how important it is to celebrate and recognise women.

Things have definitely improved in PR and marketing since I started over 17 years ago. We are much more aware now of appropriate behaviour and being open to flexible ways of working. These are both essential to women being able to achieve their potential.’

Natalie Orringe, chief marketing officer at Access Intelligence

 

Martina Mercer

‘When I started my career in 2008 I did a little cheeky test. Even 12 years ago women were considered to be somewhat inferior to men, not as successful, not as driven. I spent one day signing all my emails with the name Martin instead of Martina. I got a lot more results and responses as Martin, while respondents were altogether more friendly (even the women). I was a copywriter and marketer at the time, freelance, and I even kept the moniker Martin for the short duration of a couple of projects as the client seemed to feel much more secure dealing with a man rather than a woman. It could have been a coincidence…’

Martina Mercer, freelance PR and marketing consultant

Jessica Pardoe‘I’m fairly new into the world of work after only graduating in 2018, but I’ve noticed that in PR there’s a lot of bringing people up and supporting one another, even when we’re competitors.

There are so many women I look up to in the industry and who I know are always there to support me if I need help in any way, to name a few: Carrie Rose, Ella Minty, Amanda Coleman, Evie Shaw, Janet Hare… Though I haven’t seen anything change, per se, I’ve definitely seen a lot of backing of each other from the women in PR.’

Jessica Pardoe, PR and digital executive at Source PR 

 

Rebecca Oatley

‘It’s important to remember the struggles that women have endured to be considered equal in our society and best in class in our companies, in our government, in our public institutions and in our homes. It’s a day when we can learn from their strength and recognise their achievements. Yet it’s even more important to recognise and put pressure on those countries and societies where women are still struggling against institutional bias. Remind yourself that you too can make a positive change.’

Rebecca Oatley, managing director of Cherish PR

 

 

‘We must remember the terrible sacrifices women have made to secure the rights we take for granted now, plus think of those fighting all over the world today to save others and achieve a fairer, more just future.

We reflect on what has been achieved, as well as what is still left to be done – the current state of women’s rights, how to build more inclusive societies and guarantee equal standards of living for everybody. To quote Malala Yousafzai: “We cannot succeed when half of us are held back.”’

PR executive Lucia Schweigert and PR & content executive Manon Thomas at Life Size

 

Rebecca Mulgrave

‘I owe my career to a whole host of women that showed me the ropes as a junior, who taught, mentored and coached me, who encouraged and pushed me forward – and in many respects, still do today. To be able to offer the same support and guidance to other women has been a hugely rewarding part of my career.

At Branch Road, we’re empowered to achieve what we want (both personally and professionally); to mentor; to learn; to lead teams and take charge! And at the end of the day it’s not just our people that benefit – our clients and our company benefits too.

Rebecca Mulgrave, head of PR at Branch Road

 

Lauren-Lunn-Farrow‘There are a lot of fantastic females working in PR and media and over my 15 year career I have seen a rise in this, particularly women setting up on their own and running businesses, which is great to see.

A lot of former colleagues I have worked with and women that I have employed are now running big comms divisions or have set up their own businesses that are flourishing, and it is brilliant to see their visions continuously going from strength to strength.’

Lauren Lunn Farrow, managing director of The Expert Agency

 

Carie-Barkhuizen‘I talk to media about inequality every day. Everything from ignorance of the impact of menopause at work, to the fact that young girls STILL think technical jobs are ‘for boys’. But my ideals about progress shattered on becoming a mother. My NCT peers struggled to get rehired. Some went back to different roles than they had left; and I have been constantly asked if I’ll be able to cope with my business and a baby. The fact that IWD is still so needed makes me very, very mad. I look forward to a time when we can celebrate achievement everyday regardless of gender.’

Carie Barkhuizen, managing director of Seymour PR

 

Fiona-Kirwan-and-Lisa-French‘We have a number of clients who operate in traditionally male dominated sectors, but we will be working with them to challenge stereotypes in order to help attract more women into typically perceived male roles.

We’ll also continue to applaud my female industry counterparts for standing up, leading the charge and being seen.’

Fiona Kirwan and Lisa French, managing partners at Truth PR

 

 

Rebecca Sweeney‘I believe, if women are to ever achieve complete equality, we must continue to empower one another. It’s incredible to be surrounded by so many exciting, creative women (and the men are alright too!) who inspire me every day to become a better PR manager, colleague and friend.

It sounds cliché, but when we come together, awesome things happen.’

Rebecca Sweeney, account manager at No Brainer

 

 

Ali Cort

‘As a PR youngster, working in mostly female-biased agencies, I used to be rather shocked at what appeared to be the industry’s senior men crawling out of the woodwork at award ceremonies. I’m pleased to see that women are making advances in this area with more taking senior leadership roles and C-suite positions.

I still think more needs to be done as if it can’t be achieved in a field where women comprise the majority of the workforce, then where can it?’

Ali Cort, client services director at Browser Media

Sarah Waddington

PR Blogger Spotlight with Sarah Waddington, Astute.Work

‘I try really hard to practice what I preach’ – FuturePRoof founder, podcaster and former CIPR president Sarah Waddington shares her knowledge of the PR industry with future clients as well as her peers at Astute.Work.

Read on for her thoughts on how the industry needs to do more when it comes to wellbeing, hiring practices and which other public relations-related blogs are worth checking out (you may recognise a few…)

How did you originally get started with writing about PR, marketing and comms?
It’s about the say/do gap. You can’t advise clients or up and coming talent that they need to be blogging about business and industry without doing the same. I try really hard to practice what I preach. I’m an infrequent blogger but am passionate about what I write.

What’s your favourite thing to post about and why?
At Astute.Work we’ve developed a management consultancy which sits alongside our PR and marketing offer. Having just completed a course at Oxford Saïd on this subject, I guess I’m most enjoying writing about leadership.

What are some of the recent campaigns you’ve written about that you really liked and why were they special?
Astute.Work helps management teams to drive ethical and sustainable growth over the long-term and manage market volatility. As such the campaigns I’m drawn to are those where there is a visible attempt by the company to build social capital over the longer-term.

That said I’m going to mention a #FuturePRoof initiative on influencer relations. Two of your other Top 10 bloggers, Scott Guthrie and Stephen Waddington, wrote a brilliant guide to influencer marketing governance with Vuelio’s support. It’s very of the moment and everyone should keep a copy bookmarked.

With mental wellbeing being a big issue in the industry at the moment, what do you think agencies can do to support their employees?
*Soapbox klaxon* Here’s one I wrote earlier with the now President of the CIPR, Jenni Field. Sort your governance out please, PR bosses! This is about good business, nothing else.

How can the PR industry work on its diversity problem?
Simply, by stopping recruiting in its own image and being more open minded than asking for a 2:1 or above from a Russell Group University. We love to make it harder than it is. Hugely talented people are out there if you can be bothered to look outside your own networks.

How has the relationship between the media and public relations changed during your time in PR?
Not sure it has, there remains the age old tension between what they want and we need.

The difference is public relations now employs the PESO model and we invest most heavily in owned media, making earned less relevant (although still important). There has most definitely been a shift in power. I wrote about it here.

Do you think calling to pitch stories to journalists can ever be a good move?
Journalists and PR professionals have a symbiotic relationship. We need each other. So yes, but only when you’ve done your research and you feel confident you’re pitching something that fits the target title and is fresh.

What are the pros of working with influencers versus ‘traditional’ media?
Co-creation of content, by a long way. Plus, greater creativity of thought and new ways of working.

Do you work with other PRs on your blog? How would you prefer they approach you and with what kind of content?
I’m always happy to consider Q&As or first person articles from other business leaders pitched by a fellow PR. The best interviews are housed on Astute.Work’s My Friends In The North podcast.

What other blogs do you check out regularly?
I’d better mention my husband’s, but I regularly read Influence from the CIPR, as it curates lots of interesting blogger content – as does Vuelio, for that matter!

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

Dr Rosena Allin-Khan MP: I’ve been the underdog all my life, but I have the ideas and the energy to take Labour forward

When I saw the results of the last election, it broke my heart. I saw a door close on a whole generation of children growing up in difficult circumstances, just as I did, but who’ll never get the same life chances that I eventually enjoyed under a Labour Government. It also lit a fire in the pit of my belly to do something about it. That’s why I decided to run for Deputy Leader. The door I saw close doesn’t have to stay shut forever, but to re-open it, we need a Labour Government.

Working as an A&E doctor on the front line of our NHS, means I see a snapshot of our society in technicolour. Here, everything is on show and it’s clear to me how people are suffering. Growing up poor and cold while my single mum worked three jobs to support me and my brother, taught me the reality of daily life for people across the UK. My mother always told me that there were people worse off than us. I have never forgotten that; it drove me to fight to become a doctor, despite failing my A-Levels first time around because things were difficult at home, and it spurred me on to work as a humanitarian doctor in conflict zones across the world.

The Labour Party changed my life and the lives of so many others. It’s incredibly sad then to see the party in a critical condition. This is no accident, but the result of a chronic failure to address symptoms that were visible for all to see. We shouldn’t have ignored the warning signs in Scotland, and now we’ve paid the price in northern England, across the midlands and in Wales. The Labour Party has to start listening, with humility, not put words into people’s mouths. Only by listening can we begin to heal.

I truly believe I’m the candidate for Deputy Leader with the best ideas to take Labour forward. I have listened to our local Councillors, candidates and activists and, based on their feedback, I’ve put together my ‘Grassroots Revival’ plan to suggest ways we could campaign more effectively, to win. I’ve talked about my ideas to overhaul our broken social care system, based on my own experiences both as a doctor and as a daughter with a father found bruised, bloodied and unconscious in a care home. I’ve signed up to the Board of Deputies of British Jews’ Ten Pledges for dealing with antisemitism within Labour, and I’ve published my own pledges as well to ensure our response to this awful stain on our party is as robust as possible. As a humanitarian doctor, I’m committed to internationalism and the relationship the UK has with the rest of the world – this must lead our policy making going forward, during these uncertain times. I’ve also committed to making myself fully accountable to the membership, by pledging to hold a confidence vote in myself after one year of being Deputy Leader, so the membership can decide whether they’re happy that I’m fulfilling my promises to them.

Those ideas are connecting with the membership of our Labour Party, which is why polls show support for me growing faster than all the other candidates. I know I’m the underdog in this campaign, I have been all my life, but I believe I have the ideas and the energy to take Labour forward together with our members – that’s why I’m standing to be the next Deputy Leader.

Doctor Rosena Allin-Khan is a candidate for Deputy Leader of the Labour Party and MP for Tooting.

Rob Skinner

PR is the missing piece of the smarketing puzzle

This is a guest post from Rob Skinner, managing director at Skout.

Marketing and sales have a complicated relationship. In theory, the two should go hand in hand but it’s not quite as simple as that. Skout recently conducted research among 100 marketing professionals which demonstrates the problematic sales and marketing gap many companies are facing. In fact, a whopping 73% are yet to successfully integrate these two closely related teams – making it clear that there is an overwhelming need for businesses to adjust their strategies in order to achieve a more harmonious union.

Despite the obvious advantages of what has now been coined as ‘smarketing’, the benefits are still unrecognised by 60% of respondents, who claim they do not see the value in breaking down these barriers. There is already a wealth of information, sharing tips on how to marry up sales and marketing but there seems to be a missing piece to this advice – and that is the relationship between PR and sales. These two disciplines can often feel like polar opposites, but they shouldn’t.

Having worked in PR for 25 years, I know how aligning these teams can be a real struggle and the impact it can have, not only on sales and marketing but also on PR when it comes to doing an effective job. In many ways PR and sales fall at opposite ends of the marketing spectrum. PR is very much about generating brand awareness, with outcomes that are often difficult to measure from an ROI perspective. In contrast, sales are all about closing the deal and meeting the targets. You can appreciate how and why these two roles may feel disconnected, but equally if this is the case, major opportunities can be missed.

In today’s digital world where B2B buyers and decision makers have access to unlimited information at their fingertips, sales is actually more reliant than ever on PR activities to gain interest, build brand awareness and offer support at each stage of the sales cycle.

It has been proven in research conducted by Forrester, that showed between 70% and 90% of a buyer’s journey is complete before engaging with a salesperson either through online reviews or PR activity including thought leadership articles, blog posts and informative resources such as whitepapers and e-guides. All of these factors play a huge part in the buyer journey. In fact, it is estimated that buyers now view 11.4 items of content during this journey and it’s often the PR team’s job to make this happen.

Implementation advice
It is vital that PR pushes sales to get the conversation going in order to help them better understand the sector and its challenges, as well as the successes that the company has achieved, so this can be communicated to the target market. I know how difficult this can be but there are methods that can help businesses to implement it smoothly and successfully:

More face to face time
It’s all about building relationships and what better way to do this than getting off emails and apps and instead meeting face to face? Using the method of story foraging can yield brilliant results. PRs should meet with a rage of important figures within the business, including sales, to ask them about the role they play within the company. This information can then be used to build a better picture of the day-to-day business activities and find newsworthy angles that can be transformed into informative and captivating content.

More flows of information
Communication should not just be left to initial story foraging meetings – keeping flows of information going on a regular basis helps to keep everyone involved on track to meet their collective targets. Adding sales to project tracking and collaboration tools used by the marketing and PR teams helps to keep them in the loop with what content is being sent out so that they can utilise this content and media coverage to nurture prospects into customers.

More formal involvement
Once the information from initial meetings and story foraging days has been processed and broken down into possible storylines, PR teams should work to keep sales involved by using their industry expertise to add value to the content. Ways of doing this can involve; working with salespeople to author blogs and articles, encouraging salespeople to contribute to and engage in social media activity and even sourcing opportunities with podcasts or broadcasting that can feature leaders in the sales team.

More focus on the sales cycle
All businesses should be delivering against a fully optimised sales cycle. This should be understood internally, allowing PR teams to respond strategically by creating relevant communications in line with the lifecycle of the company’s customer from ‘lead to loyalty’. Content should be created with the view of nudging leads ever forward in the cycle – creating a transition from prospect to a paying customer.

It is clear that there is an overwhelming need to close the gap between sales and marketing. PR teams have a vital part to play in this. Although there seems to be pushback by businesses at this moment, there will come a point where this simply cannot be avoided. Businesses should take note from those leading the way and be open to asking questions about best practice and recognising the wealth of benefits that are available to them if they put these processes in place.

Find out more about Skout PR’s research into ‘Smarketing’ by downloading the e-guide.

IWD2020 round up

International Women’s Day events and initiatives round-up

With International Women’s Day approaching on 8 March, the PR industry is gearing up to celebrate the success of women in the sector and to reflect on what still needs to be done to improve the lives of women in public relations and beyond. Here are a few of the initiatives launching in time for Sunday.

The Future (of PR) is female
Red Lorry Yellow Lorry has teamed up with non-profit organisation I Can Be to introduce seven and eight-year-old girls to the possibilities of a future career in PR. I Can Be’s work focuses on introducing girls to opportunities in the workplace as well as the women already working there, and will be collaborating with the Red Lorry Yellow Lorry UK director Hannah Patel for a three-month series of interactive workshops with girls from London schools.

‘To tackle the diversity issues that are rife across all areas of corporate life we have to do whatever we can to encourage the next generation of female minds,’ says Hannah of the initiative. ‘We need to invest time in early-stage education to really make a long-term change. The future is definitely equal, and if we all make a little more effort we’ll be there a lot faster.’
Shattering stereotypes

Finn Partners is also hoping to help open up a world of opportunities for girls in its work with Modern Muse, a charity connecting children with successful female role models – the ‘Muses’ – across a range of jobs. Sharing stories from their education and careers, the women that take part encourage girls to fully explore the career options available to them.

‘To me, International Women’s Day is a timely reminder to think about all the great women I’ve been lucky enough to work with – as well as those I don’t know but are doing amazing things in the world,’ says Finn Partners managing partner Flora Haslam.

‘As the parent of a preschool girl, it also makes me reflect on how far we’ve come as women in recent years, yet how far we still have to go. In 2020 I am amazed how much gender stereotyping there is for young children in terms of toys and clothes. It’s my hope that the next decade will see a shift.’

Sharing what it takes to be successful
The PR people over at Fizzbox have created an interactive graphic for International Women’s Day, highlighting the daily routines of ten successful women including celebrity stylist Marian Kwei, MUHU founder Sally Wynter, award-winning author Jini Reddy and Rich Visions’ Mavis Amankwah. What becomes clear when looking at each time-line is that balancing wellbeing and a healthy work/life ethic is more than just a full day’s work (and it takes getting up at around 6am every morning).

Advocating for flexibility
Committed to the cause of supporting women working in PR all year round, Women in PR is focusing its efforts on flexible working campaign ‘What the F?’ and has launched a survey with Opinium to find out what flexible working looks like in the industry. It is open to men and women, takes only five minutes to complete and is open until 13 March – take part here.

‘Women in PR’s mission is to increase the number and diversity of women in leadership roles in our industry,’ says committee member Natalie Trice. ‘Over the past couple of years as a committee we have made every effort to show that Women in PR welcomes everyone, including men, to join our network and support our work in sharing expertise and encouraging more women, of all backgrounds, to reach their full potential.
With 87% of the UK’s full-time workforce wanting access to flexible working, the PR industry desperately needs to change its attitude towards flexible working provision. The younger generation expect flexible working to be a given and to be treated equally. To retain the best and the brightest talent, organisations, PR or otherwise, need to be alert to the changing needs of the workforce.’

Breaking the glass ceiling
This week saw the PRCA B2B Group event Finding and addressing the glass ceiling in PR, where panellists including The Inner Circle’s Crystal Cansdale, business coach Maria Darby-Walker and president of Women in PR Bibi Hilton discussed how a more inclusive environment can be created in PR and why women start to disappear from the line-up when it comes to positions of seniority.

Fighting for more F(emales) in Fintech
Hotwire has plenty of initiatives in place to help its employees thrive, including a ‘thoughtful working’ policy that recognizes the flexibility needed to maintain a healthy work life. Diversity initiatives at the agency also extend out to industry specific groups with F in Fintech, championing the women leading in the sector in an effort to welcome more workers from minority groups.

‘Our sheer numbers alone give us so much power,’ says Hotwire global CEO Barbara Bates. ‘If more women backed women, we’d be unstoppable.’

What to expect from Rishi Sunak’s first Budget?

The first Budget for 16 months will be delivered on Wednesday 11 March by Chancellor Rishi Sunak, who has only been in the post for three weeks. Sunak’s appointment swiftly followed the resignation from Government of Sajid Javid in the recent reshuffle, when he chose to walk away rather than sign up to a new joint Number 10 and Number 11 Downing Street team, which would have involved firing his team of advisers.

With a previous Budget set for November 2019 cancelled due to the parliamentary hiatus over Brexit and the subsequent General Election, this Budget, as well as being delivered by a newly appointed Chancellor, is also set to be dominated by the COVID-19 Coronavirus outbreak, which is predicted to escalate into a global pandemic.

Civil Service World reported that the Chancellor was ‘being forced to rewrite next week’s Budget to take account of the likely economic effect of the Covid-19 outbreak.’ This is expected to include additional cash for the NHS and other public services. It might also include a tax holiday for businesses that will be widely affected by any economic downturn due to the virus.

Travel and commuting restrictions, reduced imports from overseas, including the far east where the virus originated, and a self-exclusion plan that might have to come into force, would all have a significant effect on the UK economy and the Treasury is being asked to step up and make guarantees to businesses and citizens.

The Budget is also expected to formalise the Conservative manifesto pledge to raise the threshold at which people start paying National Insurance Contributions (NICs) by more than 10% to £9,500. If confirmed at this rate, a typical employee will save around £104 in 2020/21, while self-employed individuals, who pay a lower rate, will have £78 cut from their bill, according to Government figures.

A key aim of this Government’s mission is to ‘level up’ spending across Britain and to reduce regional disparity through increased spending and better infrastructure, not least in the former Labour heartland seats that the Conservatives won in 2019 and now seek to retain at the next election.

One likely way to find extra cash is to scrap Entrepreneurs’ relief. This tax relief brought in by Labour in 2008 and subsequently extended by George Osborne, allows business owners when they sell their company to pay capital gains tax at a reduced rate of 10% rather than the usual rate of 20%, which applies to gains up to £10m.

The Sun reports that this could have serious effects on SMEs including retailers selling a shop for £150,000 who would lose £15,000 if the plans go ahead. The proposal is apparently unpopular with some backbench MPs and The Sun quotes national chairman of the Federation of Small Businesses (FSB) Mike Cherry, who said: ‘Scrapping entrepreneurs’ relief would destroy the retirements of thousands of business owners. The Conservative manifesto committed this Government to reviewing and reforming this incentive, not scrapping it entirely. The Conservatives should keep their promises – it’s a question of trust.’

The FSB spokesperson suggests a compromise: ‘Keep the relief for the first £1m of a business sale and scale it back at the top end. Doing so would save the Treasury more than £1bn and maintain a vital incentive which encourages entrepreneurs to start up, hire and invest.’

In a dig at the authors of the likely policy to scrap the relief entirely he adds: ‘A lot of entrepreneurs see their business as their retirement plan. They don’t have the gold-plated pensions enjoyed by Treasury civil servants.’

Mike Cherry also said that small business confidence has already suffered a slump over the past 18 months and this proposal risks making a bad situation worse for small businesses, and risks losing them to other more welcoming tax jurisdictions.

The Financial Times reports (£) that Sunak could use the Budget to end the freeze on fuel duty which has been in place since 2010 or at least start by removing the £2.4bn subsidy for ‘red diesel’. This is used by off-road vehicles and machinery and would demonstrate that the Treasury is prepared to use the tax system to encourage a move away from fossil fuels.

A Daily Telegraph pre-Budget analysis predicts that ‘Changes to tax, pensions, housing and social care’ are all set to be included. It also speculates that additional funding for adult social care could be included as well as measures to increase the roll out of high-speed broadband and reduce single-use plastics.

Changes to pension contributions have been suggested as an idea alongside a wealth or ‘mansion tax’, but it is understood that Rishi Sunak took these proposals off the table when he became Chancellor. A scheme to cut the cost of buying a home for key workers and first-time buyers would perhaps prove more popular nationally to ensure that renters can buy a home in their area at a reduced rate.

As with many across the country and especially public affairs professionals, we will watch with interest on Wednesday as with previous Budgets, to see if this newbie Chancellor has a rabbit to pull out of his hat in terms of a key announcement that will get everyone talking and, unlike the pasty tax or caravan tax of the George Osborne era, won’t unravel as soon as the journalists and financial experts crunch the numbers in detail.


**
The Vuelio Political team will be summarising the Budget and stakeholder reaction to all of the key announcements and measures.

Sign up to receive your complimentary copy of The Budget Summary and Reaction.

**

Ella Minty

PR Blogger Spotlight with Ella Minty, Power & Influence

‘This expectation that we all have to sing and dance, go to the pub and be merry and joyful when that is not how you really feel can take an immense toll’ – today’s spotlight falls on PR pro and Power & Influence blogger Ella Minty, who knows the unique pressures of working in public relations as well as the highs (creativity and stereotype shattering) that go with the occasional lows (long hours and stress).

Encouraging knowledge sharing in her popular #PowerAndInfluence Twitter discussions as well as on the Power & Influence blog, Ella shares extra wisdom with us on how important deeper thinking and diversity is for happiness in the office environment and making more meaningful work.

How did you originally get started with writing about PR, marketing and comms?
I wanted to share what I know and provide a different take on some of the aspects we don’t come across that often but, when we do, they become crucially important to get right from the start.

What’s your favourite thing to post about and why?
It has to be business, through the lens of a PR practitioner and vice versa. I am bemused by how much time we spend looking through a magnifying glass at ourselves (naval gazing) as opposed to really understanding what those who need our services – besides a campaign for a toothpick – are really looking for.

What are some of the recent campaigns you’ve written about that you really liked and why were they special?
I haven’t written anything about campaigns because I haven’t found any to be ground-breaking and really soul-searching. What I can tell you though, after having judged three PRCA MENA’s 2020 Awards categories (and here I’m only referring to the Best PR Campaign: Digital category) I was really blown away by Golin MENA’s ingenious and innovative approach to making a boring and rather bland product such as paint really stand out. Their Jotashield campaign for Jotun Paints was really something else.

With mental wellbeing being a big issue in the industry at the moment, what do you think agencies can do to support their employees?
Listen – like, really listen and observe. This expectation that we all have to sing and dance, go to the pub and be merry and joyful when that is not how you really feel takes an immense toll. Allow people to be themselves and express their feelings; if all agencies did that to begin with it would be a massive step forward. Encourage authenticity and self-reflection.

How can the PR industry work on its diversity problem?
We should understand that diversity has two main forms of manifestation: one is physical and the other is mental. The former is ‘people like us’ and the latter is ‘no more nodding heads’. This reminds me of that splendid Procter & Gamble campaign aimed to shatter stereotypes ‘Like A Girl’, and of how far we are to even comprehending that another view, someone else’s experience and take on issues may, actually, help us become better.

We often stop at skin colour and gender and we shouldn’t; innovation, forward thinking, competitive advantage and so on, all these imperatives for business growth are in the mind, not in the body. When you submit a proposal, are brought in to sort an issue or help in a crisis, it is your mind that will make all the difference, not the way you look or dress. The quotas on diversity need to be very carefully considered, especially when it comes to gender diversity – bring a woman in because she is the best at that job, not because she is a woman.

How has the relationship between the media and public relations changed during your time in PR?
It has changed dramatically. When I started, almost 20 years ago, the journalists were the authors and the keepers of the ‘Bible’. There was a very clear demarcation line: they asked, you answered, then you could only hope they understood. Today, the lines are blurry and I am quite sad to see that some journalists forget that they are supposed to be neutral, ethical and professional. Equally, it never ceases to amaze me that we still have PR practitioners who treat journalists like the fish in a pond: throw something in and see how many fish you can catch.

Do you think calling to pitch stories to journalists can ever be a good move?
It can, providing the right story is pitched to the right journalist. A journalist cannot be expected to be everywhere, read everything and know what is happening in their sector 24/7. If we can provide them with something that is of real interest to them, we should. This is how many professional and long-lasting relationships start: as transactional.

What are the pros of working with influencers versus ‘traditional’ media?
I have very strong views on this, and often my views are rather strong, one might argue. Influencers to me are pretty much as ‘influencing’ as the answer to the question: ‘how long is piece of string?’. Celebrities are still good at raising awareness when it comes to products – credible they are not, for the most part. Social media influencers, and I cannot help mentioning the case of the ‘over four million followers’ ‘social media star’ who couldn’t make it through one of the dance-offs of Strictly Come Dancing last year; how ‘influencing’ was that influencer? I’ve written quite a lot about this subject and I would always urge caution. If treated strictly as a paid-for transactional relationship, the contractual terms must be very strict to ensure both parties are clear on what their obligations, liabilities and expectations are.

The ‘pros’ of influencer marketing are reach, awareness and, potentially, sales impact – but the last point needs to be very carefully tied back to the actual influence of that person. And I’ll give you an example of a perfect influencer in my book: Stephen Waddington. Before I created my blog, I used to write a lot for CIPR’s Influence (online version) without even thinking to go through the effort and trouble of creating my own blog – between ‘Influence’ and LinkedIn’s Article feature, I was ok. But then Stephen wrote something and urged us to create our own platforms – after all, I can be as hard as I want on one topic or another in my own blog as opposed to someone else’s. Then, it was also Stephen who, when I complained about something to do with our practice a several years ago, when he was the President of CIPR, he turned to me and said just this: ‘and what are you doing about it?’. The penny dropped and I thought to myself ‘I’d better do something about it’ – and I did.

So what I am trying to say here is that an influencer’s ‘influence’ can only be measured, realistically, in their ability to influence someone to do something: change, use, buy, etc.

Do you work with other PRs on your blog? How would you prefer they approach you and with what kind of content?
No, I don’t – never had the chance to because, although I’ve been sent numerous press releases, those I found really interesting to have a constructive dialogue with were only interested in ‘broadcast’, not in anything else. I’m happy to be approached by anyone who has a very interesting story to tell, particularly in our line of work, and is ready to answer my questions – some I’ve even invited to host a #PowerAndInfluence chat but, when they learned that the chat is a conversation and not a prescriptive Q&A or a chest-beating opportunity, never came back to me.

If I like what I read, then I’ll approach the sender – I will never ask to be paid for my writing about them or doing a #PowerAndInfluence together; I have a blog because I am passionate about what I do/write – it’s not a means of income for me and it will never be; this is why I don’t accept any advertisements etc. My blog is very personal and special to me, so any co-operation with any other PR professionals will be based on that premise.

What other blogs do you check out regularly?
I read Stephen Waddington, Scott Guthrie and Jessica Pardoe quite regularly, as well as Sarah Waddington’s FutureProof – I like learning something new every day and look for ‘wow, I didn’t know that’ or ‘I never thought about that’ kind of content. But I read many others, too, depending on the topic/subject. The blog articles I loathe are those who invite you in (clickbait style) and bore you to death in the first five minutes with their services on the topic, how you can work with them, etc. I appreciate that some or many make money from writing blogs, and that is fine with me – but it would be great if they could wow the reader with their knowledge on that topic first and, right at the very end of the article, promote what they do and how they do it.

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

Cut for time charity brand webinar

Cut for time: extra answers from the How to build a charity brand webinar

Our recent webinar How to build a charity brand included discussion on communicating with stakeholders while building relationships with supporters. Expertise came from Scouts’ director of communications and marketing David Hamilton and brand and ambassador manager Chris James, as well as Shape History’s co-managing director Lauren Kay-Lambert.

Watch the full webinar here.

We ran out of time to answer all of the questions that came in during our chat with the experts – but Lauren and Chris have very kindly answered the additional questions regarding research, best practice and rebranding for further reach, below.

How much research has to be done to get branding right? Is it possible to use only data and information we already have?
Lauren Kay-Lambert: It’s important you gain a good understanding and honest insight from multiple stakeholders, both internally and externally from beneficiaries/donors. Existing data, especially around user journeys/Google analytics to see where traffic is coming from will definitely be beneficial.

Chris James: This depends entirely on what data you already have. We’d recommend that you consult widely with internal and external stakeholders and give people scope to give you frank and honest opinions.

How could a volunteer-run community group use this best practice to increase its impact on people and its reach on social media?
Lauren: The key is to get your volunteers and end beneficiaries involved – speak to the people you’re trying to reach on social media and ask them what type of content they’d like to see. Also, don’t feel as though you need to be present on every single social media platform – assess what brings you the best return and engagement.
Chris: The key is understanding your audiences and what they need from you. Test different ideas and approaches and then use these insights to increase your engagement and reach.

How can a smaller charity without the reach and recognition of a big charity undertake a full rebrand to improve its effectiveness?
Lauren: Still use the same process, but don’t spend a huge budget on an agency to do the design work. I suggest hiring a freelance designer (go onto The Dots/use Major Players, etc.) to find someone who will be cheaper. I’d suggest focusing on the ‘Understand’ phase and nailing down your verbal identity.

Chris: You don’t need a huge budget for a rebrand. However, you do need huge buy in. Start by building the case for a rebrand – why do you need to do it? What’s not working? Who are you not reaching? It may be that you need a refresh rather than a full rebrand. Before looking at colours, fonts and logos, the key is identifying your key benefit – answering the question ‘why do we exist?’ Run some informal workshops where stakeholders get a chance to answer these questions. The key is taking people with you – a rebrand that is foisted on an organisation, charity or company will not succeed.

How do you measure your relevance?
Chris: We regularly track our perception across a range of key audiences – across relevance, trust and other factors. We work with research partners to do this.

Can you explain more about ‘self-service culture’?
Chris: Self-service is simply about providing your members or customers with the tools and resources to speak confidently about your brand, whether online, in print or in person. We provide a free online hub with templates, videos and other assets members can use with minimum expenses and expertise.

When you establish a charity, how do you choose right types (trustee, foundation… etc.)?
Chris: We’d recommend seeking specialist advice and research widely on this, as it depends on what you’re setting out to achieve.

How much did the Scouts rebrand cost from start to finish (budgets are always tight in our sector, and so often we see these great examples of what can be done, but they are way out of our reach)?
Chris: We were fortunate in that a number of partners were willing to work with us at significantly reduced rates or free of charge. For that reason we agreed that we would keep the arrangement confidential so it would not affect their wider business. We recommend that you have honest and open conversation with potential partners and you also have the option of doing this in house – although external perspectives are invaluable.

Watch the How to build a charity webinar here. Want more expertise from charity brands? Check out advice from Tiny Tickers and The Wildlife Trusts on creating successful PR campaigns on shoestring budgets.

2020: An exciting time to be in Public Affairs

Dr Stuart Thomson is head of public affairs at BDB Pitmans. Following our recent event, where Stuart was a panelist, he has written his thoughts on the new political landscape.

The Conservative Party’s significant win in the General Election has changed the political landscape. With this change should come a reassessment of Public Affairs activity. What should those in Public Affairs now be thinking about?

With a majority now in place, the normal business of Government can resume. Instead of being utterly fixated on Brexit, new policies can be developed that consider the challenges facing the country. Public Affairs can help engage with Government in the development of these new policies.

Getting organisations and people involved is important but critically across Public Affairs we have to keep a watch on what the Government wants to achieve. The current priorities for this Government are ‘levelling-up’, addressing climate change (through COP 26) and preparing for life outside the EU.

But we also need to keep an eye on the delivery aspects for voters. Why?  Because timescales become critically important. The Government really needs to show what it has achieved by the time of the next election. Of course, all governments have that requirement, but Boris really believes in infrastructure and that can take a long time to deliver. So how do they show what they have achieved if the infrastructure hasn’t yet been built? How do they ensure that the ‘red wall’ of former Labour seats in the North remains nothing more than a memory?

If Boris is to keep those seats in former Labour voting areas, then the Government also needs to continue to speak about those issues that have traditionally been seen as Labour strengths – such as the NHS and education. But also maintain their strength in their own core areas – Brexit and the economy. The paper by the British Psychological Society on making better policy provided some useful insight into these issues.

I can also hear echoes of Tony Blair here as well. He went onto areas of Conservative strength and owned them for Labour. ‘Tough on crime, tough on the causes of crime’ was a direct play for the traditionally Conservative area of law and order.

Labour’s great failure this time, apart from its leadership, was to take their own ‘core’ issues for granted.

So it is all very good tracking, as Labour and Corbyn did in the Pulsar survey, really well on social media but it did not turn into votes. Again, the same survey showed an association between each party and particular issues. The Conservatives made sure they controlled the agenda on the top issues – Brexit, the NHS (increased spending to neutralise Labour) and the economy.

Therefore, our Public Affairs work has to reflect the reality of a majority Government and, as I blogged about recently, that means everything from taking the House of Lords seriously to looking at developing long-term relationships and champions, thinking about public campaigns and, of course, the new No 10/No 11 super department. That also means being aware of how best to engage with our audiences and not relying just on any exciting social media channels. As the Vuelio report, The Politics of Social Media, confirmed, there remains a key role for face-to-face meetings with MPs.

It’s an exciting time to be in Public Affairs!

You can read Dr Stuart Thomson’s blog here. He tweets @redpolitics. More information about his new book on reputation management can be seen here.

Marketing Island

Top tips for finding an effective tone of voice for your online brand

This is a guest post by Marketing Island.

Tone of voice isn’t the words we say but how we say them. It is the language we choose, and the personality behind the screen. Brands often rely so heavily on graphics, colour pallets and typefaces, but having a distinct tone of voice is just as important for building brand affinity and familiarity.

In the wise words of Maya Angelou, ‘People won’t always remember what you said, but they will remember how you made them feel’. Mastering your own tone of voice is crucial, it’s a major part of what makes you unique. A consistent tone of voice ensures you are easily recognisable and can resonate with your customers.

When we speak face to face, we are not solely relying on the words leaving our mouths as we have the assistance of non-verbal communication. Using facial expressions, gestures and different pitches allow us to correctly communicate what we are trying to say to others. A carefully considered tone of voice is vital for the representation of a brand online, as we lose all these additional factors. Online marketing such as email and social allow you to build strong relationships with your consumers through one to one conversations. Therefore, portraying the correct tone of voice can help you stand out against competitors and communicate authentically and honestly.

‘If you’re looking for your voice, tap into how you write and talk to your best friends – when you’re not trying to impress or be someone else, but just telling your stories. That’s the quickest way to find it.’ – Jess Pan

Since establishing Marketing Island in 2017, our tone of voice has always been an important factor in our overall branding. Marketing Island was created with a specific audience in mind and this enabled us to quickly establish who we were talking to and how to talk to them – women like us!

Being human has always been the most important thing for us, we have always prided ourselves on being genuine and passionate about the topics we share. We have found this vital to our engagement; it allows us to build connections and bonds with our readers.

Our Top Tips:

Understand your values and personality
Your tone of voice should express your brand’s personality and values. Figure out if you want to be humorous, empathetic or serious (but always ensure you’re relatable!). Your customers are only human (like you), so be approachable and break down that fourth wall – you are not a robot!

Know your target audience
Who will you be talking to? As with all marketing, understanding your audience and their needs is vital. Ensuring your tone of voice aligns with their purpose and ethos as well as your product or service is extremely important.

Write down guidelines
Once you’ve nailed your tone of voice then document it, this can be a part of your overall brand guidelines. Having documentation in place informing of your tone of voice is extremely important to ensuring everyone in the organisation is on the same page.

Be consistent
Through finding your authentic tone of voice your audience will learn to understand your brand and expect a certain experience from you. They will begin to recognise you and build a trusting relationship. Consistency is key here, they need to have the same experience with you 24/7, 365 days a year.

Continue to check that your tone is relevant to your brand. Over time, external and cultural factors can influence organisational change. As important as it is to keep a consistent tone of voice, it’s just as important to be mindful when things may need to be adapted.

Marketing Island is an award-winning online marketing magazine set to inspire women in the digital industry. Find out more here, and follow them on Twitter and Instagram.

Wera Hobhouse MP: Heathrow decision was a landmark victory for climate campaigners

Yesterday was a historic day for the climate campaigners.

The Court of Appeal has taken the climate emergency into account and made it a key part of its decision to stop the expansion of Heathrow.

The Government now has a choice: they can continue with business as usual, appealing the Court of Appeal decision and continuing to push for infrastructure that will ultimately stop them reaching their climate targets; or they could use this as a wake-up call and start legislating for climate action now.

Achieving net-zero involves cutting emissions across all sectors to almost zero and offsetting the remaining emissions by planting forests and investing in carbon capture technology.

This is a daunting task and the sooner we start the better chance we have of avoiding widespread environmental chaos that will define the lives of future generations.

We are living through a climate emergency.

Yesterday’s decision, against the expansion of Heathrow Airport, is a victory.

Now is the time to be cutting our emissions, not adding infrastructure that will cause them to skyrocket.

It is a victory for the thousands of local campaigners who have spent years protesting the expansion. It shows communities, across the country, that people power can make the difference. The Liberal Democrats has been backing these campaigns from the very beginning, supporting grassroots action to make today’s decision possible.

For far too long the Government has been committed to Heathrow expansion, with no consideration of the impact on our carbon footprint and the local environment.

This Government’s own target – to reach a net zero by 2050 – is not compatible with airport expansion. Whether that be expansion of Heathrow Airport or Bristol.

Flying long haul, in 2020, requires fossil fuels. As a result, flying always comes with a carbon cost. Research into cleaner fuels is important and yet green alternatives will not be replacing oil-based aviation fuel anytime soon.

Flying is a positive part of life in a globalised world, but we have an obligation to not to expand an industry that is contributing to the climate crisis.

And it is because of this that my party opposes airport expansion.

If Boris Johnson makes the wrong choice now, he may well have to lie down in front of the bulldozers and the wider impact on our climate will be catastrophic.

I will be urging the Government to respect the Court of Appeal decision and to use this moment as a turning point, investing in substantive climate action now.

We can help – The Liberal Democrats are the only party to have a detailed plan to reach net zero, including a sector by sector roadmap.

This decision was a landmark victory for climate campaigners. For the sake of future generations, let’s make tomorrow an even better one.

Wera Hobhouse is the Liberal Democrat Spokesperson for the Climate Emergency, Energy and the Environment & MP for Bath.

This blog post is part of a cross-party series on Vuelio’s political blog Point of Order, which publishes insight and opinion to help public affairs, policy and comms professionals stay ahead of political change and connect with those who campaign on the issues they care about. To find out more or contribute, get in touch with Vuelio Politics.