Karen-Woodham-Featured

Film Blogger Spotlight: Karen Woodham, Blazing Minds

With the Oscars just behind us (congratulations, Parasite!), what better time to catch up with Blazing Minds film blogger – and one of our UK top ten – Karen Woodham. Writing about the world of cinema and entertainment for Karen is a joy, as is the supportive and sharing film blogging sector she loves.

Read on for Karen’s thoughts on diversity (or rather, lack thereof) in the Academy Award nominee line-up this year and which films originally sparked her interest in cinema.

How did you get started with writing about film?
It all started after heading to the cinema one night to see Captain America: The First Avenger. I came back home after seeing the film and decided to write a review of the film on my blog that I hadn’t had for long. Shortly after the post went live, the cinema saw it and asked me to review more films for them. My blog developed and over time it’s taken me further into the world of film, events and much more.

What’s your favourite thing to post about?
It has to be the film reviews. I’ve had a passion for film since seeing Star Wars: A New Hope back in 1977 – it blew me away and set me on the path of seeing as many films as I could. Now with the advance of 3D, IMAX and 4DX, going to see a film on the big screen is even more exciting and exhilarating than ever before. Writing about the film afterwards is a joy.

What makes the film/entertainment blogging community different (and better!) than others?
It’s sad to say, but some of the various blogging communities can have an ‘it’s all about me’ issue and don’t like others doing what they are doing. With film/entertainment blogging I’ve not picked up on any of that; we all seem to be willing to help one another out with not only sharing contacts in the industry, but also with spreading the word by sharing articles and helping with website stuff. Now that’s how the blogging community should work.

If you/your team ever attend industry events/launches, what’s the most exciting/fun/weird one you’ve been invited to?
Me and some of the team have been to the usual film-based things such as previews/premieres, but the one thing that kicked off events for me on Blazing Minds was attending my very first Sci-Fi Weekender. It was certainly an eye-opener in the world of ‘geeks and nerds’; film celebrities that take time to chat with fans and the amazing cosplayers that attend the events and put all the effort into their cosplay. I’m now attending my 11th SFW in April this year. I can’t wait – it’s my big diary date for every year.

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With #oscarssowhite trending again this year before the Oscars, what were your thoughts on the lack of diversity in 2020 Academy Awards nominations?
As with most film bloggers, I would have to say that I am disappointed by the lack of diversity in this year’s Oscars. We are now in 2020 – it’s time for the Oscars to step into the 21st century and bring much more diversity into the awards.

What’s your take on Martin Scorsese’s thoughts on superhero movies?
I don’t agree with Scorsese, but he has his right to criticise the massive franchise of movies that are packing out the cinemas. Personally, I think they are great for bringing families together for an evening of entertainment, spending quality time watching a movie and then talking about it afterwards.

Favourite three films of all time?
Blade Runner – it’s a movie that I still go back to a lot.

Citizen Kane – a true classic from Orson Welles. It’s a movie that is not only delightful to watch but also beautifully shot.

Star Wars – the original cut from 1977, before those days of it having ‘A New Hope’ attached to it. After all, it’s the film that got me into the world of film and sci-fi in the first place.

How do you work with PRs and brands?
I do like to work with them on regular basis. Many have been great over the years and I still work with many of them for news on new releases, previews and some fantastic competitions that not only spread the word for them, but also for Blazing Minds as well.

For PRs looking to work with you and your blog/website, how would you prefer they approach you?
Probably the best way has always been to get in touch via email, that way I have a record of things that I can go back to when needed. Of course, if needed, there are times that I chat with them over the phone to sort things out that may be urgent, or to work in a price for work to be completed with sponsored articles, etc.

What other blogs do you read (whether film-related or not)?
There are some great blogs out there and I have many of them in my RSS feed in Thunderbird. The main ones I enjoy and read the most are BRWC, Back To The Movies, SparklyPrettyBriiiight and LoupDargent, to name but a few.

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

Democratic-Primary-Trends-Featured

Social media surge around Buttigieg ahead of New Hampshire primary

Interest in Pete Buttigieg has rapidly increased after his strong performance in the Iowa caucuses according to analysis of social media and online conversation from the Pulsar Primary Index. In terms of digital profile, Buttigieg is now catching up to Bernie Sanders who continues to drive the largest online conversation volume of all Democratic Primary candidates.

In the analysis of more than five million social media and online conversations referencing the Democratic Primary candidates over the past week (2 – 8 February), Sanders continued to drive the largest volume of conversation (more than 1.37million mentions, to Buttigieg’s 0.95million). Interest in Buttigieg has been growing faster, however, with a week-on-week growth rate of 440%. Conversation about Buttigieg also showed the fastest velocity in terms of the level of conversation the candidate is able to drive within a given hour.

Featured-Social-Conversation-VolumePulsar’s analysis takes five factors into account to evaluate audience interest and engagement. This includes how much social media and online interest the candidate generated; how much momentum there is on social media about the candidate; how much interest on social media the candidate can drive in a given hour; whether the conversation about the candidate is stable and consistent, or highly variable; and to what extent the engagement and conversation about the candidate maintains high volumes over time.

The Pulsar Primary Index also shows that audience interest growing around Mike Bloomberg following the Iowa Democratic Party’s inability to accurately report results of the caucuses and the consequent chaos and uncertainty about the winner. Bloomberg benefited from the mainstream media’s analysis about his prospects following what happened in Iowa, seeing a huge week-on-week growth (+290%) in mentions.

‘Audience interest in Buttigieg has skyrocketed after Iowa, and his momentum has continued to grow even after the New Hampshire debate. While Sanders is still the leader of the pack, it’s the first time in our tracking that we’ve seen another candidate generate a higher Velocity of buzz than Bernie – prior to this, no one else had even come close to attracting as many posts per hour,’ said Pulsar VP of research and US strategy Marc Geffen.

‘The big swing in momentum for Buttigieg suggests that the Iowa caucuses remain a pivotal moment in the primary process and can shift audience perception in a big way. In the last week, Bloomberg has also experienced a huge bump in conversation following the caucuses, benefitting from mainstream media analysis about his prospects given the debacle in Iowa.’

Read more analysis from the Vuelio political team here and sign up to the new weekly newsletter Point of Order

Natalie-Trice-Featured

A shiny PR spotlight with author and PR pro Natalie Trice

‘We all have an ego but if you want PR to work for you, you need to be seen in the media closest to your tribe on an ongoing basis – that’s when the magic happens.’ Finding the right mix of media contacts for your campaigns is just a taster of the tips PR professional Natalie Trice shares in her second book PR School – Your Time to Shine.

Having worked in the PR industry for 23 years, Natalie recently joined the Women in PR committee and has secured column inches and supported on campaigns for brands including Betty Crocker, Sense and the Discovery Channel. Read on for Natalie’s advice on how and where to shine the spotlight to get your stories coverage, because, in her words, ‘let’s face it, you can’t be everywhere all of the time, unless you are the Beckhams and even they have their off moments’.

What inspired you to write PR School: Your Time to Shine and what are you hoping readers take away from it?
PR School: Your Time to Shine is my second book and it came from meeting so many people who had a story to tell and a product to share, but either didn’t know how to do it, or didn’t feel good enough to go out and shout about themselves. It’s aimed at small businesses, freelancers and entrepreneurs with a story to tell and a voice to be heard. It comes with a side serving of my signature cheerleading approach, giving readers the confidence to put their learning into practice and start securing the column inches that are there for the taking.

There are lessons rather than chapters, homework dotted across the pages and I encourage readers to scribble in it, highlight the bits that work for them and use it is a self-development tool and part of their business strategy.

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How would you advise someone looking to make contacts in the media with picking the right mix of print media, online, and influencers?
Each journalist, blogger, vlogger and influencer brings something new to the table and just because they aren’t Vogue, it doesn’t mean they don’t count. If that person has the key to potential success for you and your brand, they matter, and if you want them to work with you, you need to build a relationship with them and don’t think they are just going to come running and do you a favour for free.

Remember it’s always important to step back and do some research, rather than diving right in. Also: make emails personal, know your stuff and never presume anything is a given until it’s out there.

What are the pros and cons of working with different sectors of the media to tell a brand’s story?
Really look at your target audience to know what media they consume – is it glossy magazines, TV guides, newspaper websites, trade newsletters, podcasts or blogs?

You may think you need to be in Red magazine but if you are targeting time-poor mums on the go who scroll at the school gates, maybe it’s on Insta and lifestyle blogs that you are going to have the most success?

What do you see as the big upcoming trends for the PR industry in 2020?
One thing I do think will carry on growing is podcasting. Many of my clients now either have a podcast, or want to be guests on podcasts, and this is because they reach the people they want to reach. Podcasting is a brilliant way to self-publish content and be your own media maker. As people continue to experiment with content and formats, this medium will keep growing and can only get better.

Which brands/agencies do you think have been hitting it out of the park over the last year with their PR, and what can others learn from their approach?
As in indie PR, I like to keep up with others in the industry to ensure I’m always learning and like to be inspired so my clients get the best service, and outcomes, possible.

I think that Lesley Singleton at Playtime PR has done a phenomenal job at bringing together a fantastic offering and totally smashes client results time and time again! I also love the work of Angie and her team at Fourth Angel and I love scrolling through social media and watching her and her ‘ministers of truth’ spread the word about their clients and have what looks like a lot of fun, at the same time.

It’s really key to watch what others do and learn, but also key to stay in your own lane because otherwise you can get overwhelmed and ‘comparisonitis’ and imposter syndrome get in the way of anything happening. It’s not about how big the agency is, how fat the budget is, or whether there are duvet days on offer and beer in a fancy fridge on the office floor; it’s about knowing your worth, understanding your ‘why’ and getting results that convert into sales, awareness or change.

With the boundaries between journalism and PR getting blurrier, how have you noticed the relationship between the two industries changing during your career?
I’ve worked on both sides as a PR and a journalist and while the lines are blurred, I do think that there are boundaries to be maintained. PR is all about relationships and I work really hard to ensure that I’m there to give members of the media what they need, be that comment pieces, images, products or interviews.

And finally, with the name of your book being ‘PR School’, what were you like at school?
I was really shy and a bit of a swot and was generally found in the library reading and that is absolutely where I was happiest. I still love the library now and if I ever gave up PR, that old librarian role I had at school might beckon to me.

Natalie Trice is an author and PR Director based in Devon and has worked with CEOs of international TV channels and finance directors at IT companies, to entrepreneurs at the forefront of their industry and ambitious start-ups. Today, as well as retained clients, Natalie mentors people around the world and gives them the PR skills and confidence to go out and talk to the press. When she isn’t working you can find Natalie on the beach in Devon with her husband and two sons as well as their dog and if she isn’t there, she’ll be drinking coffee somewhere and reading a magazine.

ICCO-COE

ICCO partners with COE to represent PR in European digital policy decision-making process

The views of the PR industry are to be represented in government as the Council of Europe (COE) has inducted the International Communications Consultancy Organisation (ICCO) as an official partner for its European policy work on digital information and disinformation.

The COE, responsible for upholding the rule of law, democracy and human rights across the continent, includes 47 member states, with 28 being members of the European Union. Quarterly meetings to support its efforts in upholding human rights in the digital space will be attended by representatives from ICCO alongside those from worldwide organisations including Google, Facebook and Microsoft.

‘This is a powerful endorsement of the strategic value of public relations and a testament to the growing respect businesses and Institutions hold for PR and communications,’ said ICCO deputy CEO Rob Morbin.

‘I’m proud that CCO will play a prominent role in shaping the Council’s policy on digital information. Our members are responsible for the way in which information is communicated with the public; whether via social media, through the press or directly from brand platforms. We are committed to implementing the necessary frameworks to ensure new technologies are used ethically.’

Read more on how PR will be helping to shape policy in the full press release about the ICCO and COE partnership here.

Tackling the North-South divide with better transport infrastructure

Investing in the UK’s transport infrastructure to reduce regional economic disparities across the country is a key Government priority now we have formally left the European Union, and are negotiating our future trading relationship with the bloc before the end of 2020.

In the 2019 General Election, the Conservatives pledged to build the Northern Powerhouse Rail programme and well as invest £29bn in strategic roads, including £1bn to boost the UK’s electric car charging network.

The Government postponed a decision to approve or scrap the High Speed 2 rail project, instead waiting for the Oakervee Review to report its findings into the project.

The Prime Minister has been under pressure from both sides on this issue of a new high-speed railway from London to Birmingham and then onward to the North East, Scotland and the North West. While initial budgets in 2015 costed the project at £55 billion, leaked information from the as yet unpublished Oakervee Review report suggests this cost has risen to more than £107 billion.

One inescapable fact of the 2019 election is Labour’s red wall of heartland seats falling to the Conservatives. Across the Midlands, the North of England, North Wales and the North East, the Prime Minister is only too aware he has a brief honeymoon period to repay the trust placed in him by lifelong Labour voters, many of whom voted Conservative for the first time.

Among the new intake of Conservative MPs, several have spoken out against the HS2 project including Simon Jupp, the MP for East Devon, who has become a member of the Transport Select Committee and intends to highlight the need for investment in the South West: ‘I can’t back HS2 when the main and branch railway lines in Devon simply are not fit for purpose’.

Richard Holden, the MP for North West Durham has said his preference is to reconnect his area with the rail network, and not to prioritise HS2 or further rail infrastructure in London or the South East: ‘Consett and the surrounding area is one of the largest population centres in England without a rail line, despite having four rail lines there as recently as the 1960s. I will be campaigning for a feasibility study to reconnect our area to the growth centres of the North East’.

These MPs will note the Government’s promise to open up as many branch rail lines as possible following closures in the 1960s, though the cost of this is likely to be significant.

Whether or not the Northern vote was actually in favour of ‘Getting Brexit done’, the Conservative Government has a chance to deliver for these northern communities or face handing these seats back to Labour in 2024 if the Opposition’s fortunes are reversed under their new leader, who will be announced on 4 April.

A video released by the Conservatives showing a northern working-class voter meeting Boris Johnson and speaking about some of the reasons why he voted Tory for the first time has been widely viewed on social media. The PM says every time he meets newly elected Conservative MPs, he tells them: ‘This is on loan, this is conditional. We have to repay the trust of the electorate’.

Andy Street, the West Midlands Mayor, is hailed by Conservatives as a modern Conservative municipal leader and was managing director of John Lewis from 2007 to 2016 before winning the West Midlands Mayoralty in 2017 by a wafer-thin majority of 3,776 votes out of over 523,000 cast.

He will be heavily banking on the first stage of HS2 getting the green light and a formal decision by Cabinet and the PM is expected to be made within weeks. Street is not just constrained by HS2 though and has recently pledged a joined up approach to passenger transport across his Birmingham and the Black Country.  Andy Street incidentally faces a tough re-election battle on 7 May when his Labour opponent, announced yesterday, will be former Cabinet Minister and Birmingham MP Liam Byrne.

Further examples of how this Government intends to improve regional transport include Transport Secretary Grant Shapps’ recent decision to strip Northern Rail of its franchise after a catalogue of delays and cancellations in recent years when he said: ‘People across the north deserve better, their communities deserve better and I am determined to achieve that.’

The move means that services will be operated by an arms-length Government-owned company.

This follows the January announcement by the Government that it would intervene to save the UK regional airline Flybe by postponing a payment of Air Passenger Duty, rumoured to be £100 million. The main reason behind the intervention is thought to be that the airline connects remote parts of the UK including in Scotland, Northern Ireland and the South West, as well as the Isle of Man and the Channel Islands.

These recent decisions certainly show that the Government is prepared to think outside of the London and South East mindset that can often overshadow infrastructure decisions and also show that the Prime Minister recognises he needs to deliver on his promises to voters in the North and midlands. He knows he needs to improve their lives for the better and fast. Making sure the trains run on time would surely be a welcome start.

Sally Whittle

How to become a master of all trades with journalist, blogger, copywriter and PR trainer Sally Whittle

Already well-known to blogging fans as the writer behind Who’s the Mummy, multi-skilled Sally Whittle is also an experienced B2B technology journalist, creator of copy and expert on working with influencers for PR campaigns.

Realising she could help PRs connect with journalists in more mutually beneficial ways after doing her own share of grumbling, Sally started her 101 workshops for PR professionals looking to improve their own pitching techniques and copywriting.

Now launching new 101 workshops to answer 2020’s big challenges in PR – influencer marketing and social media among them – Sally will share useful tools for measuring ROI, identifying and recruiting relevant influencers and creating impactful content. Regular collaborations with top journalists, PR execs and influencers keep Sally’s skills sharp – read on to start soaking just some of them in…

Tell us a bit about your journey from journalist, blogger, copywriter and now teacher of B2C/social media marketing?
I started my career as a writer then features editor on B2B tech magazines in the 1990s, and then became a freelance journalist and copywriter. I focused on business and technology for a range of B2B magazines, websites and newspapers, alongside copywriting for corporate clients. Like most journalists, I did my share of complaining about the world of PR. In 2002, I saw an opportunity and launched our first 101 workshops, where experienced journalists worked with PR execs to improve things like pitching techniques and copywriting. I also worked in-house at a PR agency as a writing coach for a couple of years.

After my daughter was born, I fell into the world of blogging, through my own blog. I spotted a gap in the market for a ‘media directory of bloggers’ and created Tots100, a community for parent bloggers. Over time, the community grew and expanded to cover travel, lifestyle and food, and incorporate Instagram and YouTube influencers. Today we have over 15,000 community members and we work with dozens of brands to help them with influencer outreach. Although it’s very different to journalism, my job is really still about telling great stories that will capture people’s attention.

In 2020, we’re launching new 101 workshops, which will focus on influencer marketing. It’s harder than ever to deliver and measure ROI on influencer projects, but our workshops will give delegates the tools to create campaigns that deliver ROI, and understand how to measure it. We look at all stages of influencer marketing, from identifying and recruiting influencers to understanding how brands can make the most of influencer content using SEO, tracking, licensing and more. Each workshop will also include top influencers, who will be on hand to offer their insights and experiences.

How did you get started with blogging originally, and what keeps you passionate about it?
I started in 2007, basically because I was a single mum in a new town. I didn’t have anyone to share my (obvs) hilarious stories with – so I wrote them on a blog. I’ve been blogging now for ten years and it’s changed a lot, but at heart my blog is still where I capture and share those stories and moments we’d forget about, otherwise. Sometimes I think about giving up, because parenting a teen is hard, and like most 14-year-old girls, my daughter finds everything I do completely embarrassing. But I love to write, and the longer I blog, the more I cherish that we have all those memories to look back on, and I value the friendships I’ve made with other people, online.

Which other blogs are you a fan of and recommend as great examples for those looking to start?
I would say my number one piece of advice is to do what you love. You see lots of people get into blogging and social media as a way to make a job, or get access to reviews, and so on. But building a blog with consistent traffic can be a long slog, and if you’re not enjoying what you do, it’s going to be a fairly miserable chore. I’d say, make content you would love to follow yourself. Our local farmer just hit 150k subscribers on his YouTube channel, and his most popular video is about muck spreading. So, you know – there’s an audience for everything.

I love influencers who know themselves and share THAT rather than fitting into a pretty preset-defined template. I love Tom Pemberton’s Farm Life on YouTube, and I also really enjoy following Jen Walshaw from Mum In The Madhouse on Instagram Stories, and Nicole Ocran for accessible style that has a personality. Alison Perry, too, who I think is a fantastic example of building an audience while still feeling like a real person you’d want to be friends with in real life. It’s such a skill to be able to do that.

Copywriting is an increasingly sought-after skill, and another way the worlds of PR and journalism are intersecting – how have you noticed the relationship between the two industries changing during your career and what do you think is next?
I think the worlds of journalism and PR are far more collaborative now than when I started out, because journalists often have less time and fewer resources. As a copywriter, I see that storytelling and strong, professional content is more important to brands than ever. When paid advertising is in decline, brands need new ways to connect with audiences, and things like thought leadership, community generation and user-generated content are increasingly at the heart of communications.

One of the skills highlighted in your workshops are working with influencers – how would you advise brands with picking the right influencer to work with?
One of the easiest mistakes in influencer marketing is to go with the ten biggest accounts in a particular niche. Sometimes, that’s fine, but I always advise clients to come up with a decent profile of who their customer is, and what influencers they’re following. The chances are your customers will live in different places, wear different dress sizes, and live in different sorts of families – don’t assume that just one sort of influencer will connect with those customers. We can identify influencers in virtually any niche, so spend time doing research. I actually love when a brand gives us a real challenge, like finding influencers from ten different cities who love yoga and drink whisky. Because those are the campaigns that end up really connecting with the audience.

What do you think are the benefits with working with influencers versus ‘traditional’ journalists?
Influencer’s audiences can be incredibly targeted, and a good influencer is an expert in knowing what content their audience will enjoy and respond to. There’s a connection that you don’t get in mainstream media.
That said, I’m very clear that influencer content isn’t journalism. I read a post on Instagram recently where an influencer described herself as a friendly, trusted sales associate and I think that’s a pretty good analogy.

Having previously worked as a computer/telco journalist, what are the parts of the tech media industry that you really miss?
I miss writing about emerging technologies, because there’s so much cool stuff going on, and I get a pang when I see old friends heading off to the big industry events. I still do some business/tech copywriting, though, so that scratches the itch, in some ways. What I do now can be exciting in a different way. This job has seen me sit down with bloggers in front of cabinet ministers to debate childcare for working parents, or meet with panels of doctors to discuss meningitis. And then occasionally I edit photos of chocolate biscuits made into penguins.

Do people working in the media, whether PR, journalism, social media or influence, need to have experience or skill sets that can work across each of the disciplines to be successful in 2020 and beyond?
Realistically, we’re all working on content, in one form or another. I think the skillset of a successful PR, copywriter or influencer has a lot in common in 2020. We all need to have excellent writing and communication skills, of course. But all of our jobs now require an understanding of things like GDPR and data handling. We all need to understand the technology that people use to consume content, and have a decent working knowledge of things like SEO, data analysis and structured content. Media as a whole is so crowded, with an increasingly sophisticated audience, and I think the people who will have the edge are the people who have those skills.

Find out more about Sally Whittle’s work at her website sallywhittle.co.uk and sign up for courses via tots100.co.uk/training.

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Film Blogger Spotlight: Sean Evans, Back To The Movies

‘I’m getting on a bit now and the site is, too’ – we catch up with veteran movie blogger (and fourth in our Top 10 UK Film Blogs) Sean Evans of Back To The Movies.

With the BAFTAs behind us and the Oscars on their way, find out what Sean thinks of this year’s Academy Award nominees and which superhero movie gets his vote (sorry in advance, Cap).

How did you get started with writing about film?
I was close to turning 21 and my girlfriend at the time wanted to do something special to celebrate my 21st birthday. We had a think of some ideas and we thought that celebrity video messages would be a cool way to remember the occasion. I messaged various official sites and any agency emails I could find. I was surprised at the replies from people who didn’t know who I was sending video messages and even signed gifts. I had video messages from such actors as Jeremy Bullock from Star Wars, Thomas Nicholas from American Pie and Kane Hodder from Friday the 13th. Daniel Craig and Russell Brand even sent signed goodies via their agents.

As a result, I managed to not only get these messages but personal email correspondence with some well-known faces. It was then I had the idea to set up a website where I could interview these people and talk about movies at the same time.

What’s your favourite thing to post about on your website/blog?
I always love posting a good rant or rave about a certain production but interviews are my all-time favourite. Sitting down with an industry legend and just chatting movies is always a good time. I try to make the interviews as easy going as possible. My film site reviews films as fans would and not critics, so my interviews are exactly the same. A casual Skype chat, a quick trip to a local bar or even an interview after many, many drinks. No cameras, no PR agents telling them what they can and can’t say. Just a laid back, good ol’ fashioned chin-wag.

What makes the film/entertainment blogging community different (and better!) than others?
Every single person in this community is like a family. We support each other’s content, we share articles, we share links. We chat regularly on how we can help one another out. You only need to look at Twitter when you guys announced the UK Top 10 and everyone was there congratulating one another, regardless of which position we were voted.

If you or your team ever attend industry events and launches, what’s the most fun or weird one you’ve been invited to?
I always laugh when people say ‘team’. Everyone thinks the site is run by a team rather than a 28-year-old whose hair is turning greyer by the second. The site for 99% of the time I’ve been doing this is a one-man-band. I do get the odd bit of help now and again when I really need it but it’s literally just me.

I love being invited to film premieres, even better getting to walk the red carpet at the BAFTA awards every year. I’m also doing a lot of theme park and entertainment reviews lately so being invited down to be the first to ride a brand new rollercoaster or the first to experience a new attraction opening is amazing.

As far as weird places go, The Viktor Wynd Museum of Curiosity in London is certainly the weirdest place I’ve ever been. A museum of some of the weirdest items you’ll ever see in your life and even a celebrity stool sample collection. Safe to say out of every single place I’ve reviewed, that is the weirdest place I’ve ever been to in my entire life. But I’m a bit weird myself so aside from the stool collection everything else was pretty awesome!

With #oscarssowhite trending again, a lot of people were surprised at the lack of diversity in this year’s Oscar nominations line-up – what are your thoughts on this?
I was incredibly surprised by this year’s line-up. I thought for sure Eddie Murphy would be in the nominations for Dolemite Is My Name, Jennifer Lopez nominated for her incredible role in Hustlers. It’s a real shame. Cynthia Erivo is the only non-white performer in the entire line-up which is crazy to me! She fully deserves to be there and I wish her all the best.

It’s something that does need to be addressed but the academy should never bow down to an agenda because people complain. That’s when things get messy. For example, people up in arms that Little Women wasn’t in the mix this year and Greta Gerwig should be in the mix for best director – it wasn’t a film even close to being on the same level as the nominated films this year. It’s as simple as that. Just my opinion, of course. People should be there because of their talent and talent alone and not for agenda purposes – that’s why I was even more shocked by Eddie and Jennifer not being included, because their performances were incredible and that’s just naming two!

Do you agree with Martin Scorsese’s thoughts on superhero movies, and what do you think of Joker’s chances at the Oscars this year?
I wholeheartedly agree with Martin Scorsese. It was a big topic on Back To The Movies this past year. While I thought Infinity War was a masterpiece, the way they churn out 90% of these superhero films to make a quick buck is ludicrous. Some are so simplistic in their design, amped up with green screen scale and fan service to keep the comic book faithful salivating at a sequel or a new character being added in the next movie. Most (not all) of them aren’t cinema. They’re fluff pieces aimed at making money through simple means, and make money they do.

Joker, on the other hand, is cinema. There’s churning out film after film, year after year to dominate the box office and there’s films that are made with heart, direction, depth and acting that transcends the screen. Joaquin Phoenix will win the Oscar and he deserves every accolade that comes his way. One character and one character alone, not a movie stuffed full of them to the point where saturation of characters leaves us admiring the pretty pictures and technical achievements rather than the film itself (1917, anyone?). Joker is one movie you can look back and go wow, now that’s a cinematic experience. We get to know our character, in a weird twisted way relate to our character, explore his backstory and his character comes full circle, intertwined in a beautifully-crafted world with a near-perfect script. It’s rare we see movies like that nowadays. Especially superhero movies. While I agree with Scorsese for the most part, films like Joker are those rare golden nuggets that are released and put Scorsese’s theory to bed.

Favourite three films of all time?
Back to the Future, The Wolf of Wall Street, Goodfellas (with a special mention to American Pie for corrupting me as a child).

How do you work with PRs and brands?
To tell you the truth, this last year has been so strange. I’ve been working with so many brands it all becomes a blur. From Hooch to 4DX to Sony, it’s a whirlwind.

As I mentioned in last year’s interview, if you haven’t got a budget and want me to promote your product or service then please look elsewhere. I’m not starting out looking for content to publish, I’m getting on a bit now and the site is, too. If you want promotion, be willing to pay for it. Even now, to this day, many PR companies try to milk the free content. It does grind a bit.

For PRs looking to work with you and your blog/website, how would you prefer they approach you?
More than happy to get email through my contact form via the website.

What other blogs do you read (whether film-related or not)?
I’m a huge fan of Blazing Minds. Karen Woodham is one of the nicest people I’ve ever had the privilege of speaking to over the years. We’ve never even met in person and I speak to her more times than half of my own family!

Flickering Myth and Live For Films are always the sites I aim to be like. Lots of writers, lots of content, always reaching, always aiming, always achieving. That’s the mindset those guys give me. They set the benchmark for me to go out there and get my site on a Hollywood trailer or up on a billboard somewhere. Last year’s goal was to get my name on the cover of a studio movie; I achieved that. This year is getting my name on a billboard or even a bus station ad, at least. I’d be cool with that.

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Government-review-into-online-harms

Government announces plans to ‘make the UK the safest place to be online’

A review of laws to increase accountability for online behavior in the UK has been announced by the Government in time for Safer Internet Day on 11 February.

Ensuring that legislation is keeping up with continuing evolutions in technology is just one of the challenges of the upcoming Law Commission review. That illegal online behavior should be held to the same standards and levels of accountability as offline criminal activity, particularly in terms of offensive content, has been championed by many, including The Daily Telegraph.

The role of social media in the posting and sharing of harmful content has been highlighted by the Culture Secretary Baroness Morgan, who has called on social media chiefs to be held responsible – and possibly prosecuted – for duty-of-care breaches. Ofcom will be appointed to enforce statutory rules that will require companies including Google and Facebook to protect children from potentially harmful content.

Whether the incoming laws will either be too ‘abstract or over-reaching’ in their purpose to be effective – a possibility warned by the CIPR – remains to be seen. ‘Accountability and effective enforcement is what is needed here,’ said CIPR president Jenni Field. ‘We would encourage more debate around whether personal liability will actually lead to firms being held to account.’

Read the full announcement from the Government on the review around online behaviour and offensive content and the PR industry’s previous response to the Government’s reversal on Article 13.

Faya-Nilsson-Fitness-on-Toast

Fitness Blogger Spotlight: Faya Nilsson, Fitness on Toast

‘Stay hydrated’, ‘invest in sleep’ and ‘move more’ are just some of the top tips for staying in tip-top shape from blogger Faya Nilsson in today’s spotlight on Fitness on Toast. One tip Faya has picked up in her time in the fitness industry that she’d advise to stay away from, though? Eating a generous tablespoon of butter every morning… Read on for that as well as more palatable anecdotes from her life as a top fitness blogger.

How did you get started with blogging about fitness?
I originally started Fitness on Toast way back in 2013 as a place to share healthy and unusual recipes, nutritional tips, and to communicate informative workout ideas with my personal training clients, as well as to style fitness fashion looks. It was a way to share a lot of the information I felt I never got the time to share in the short one-hour slot with clients. I also used to take pictures when I was abroad and was often asked about my trips (where I stayed, and how I stayed healthy while travelling, etc.) so wellness escapes and active travel grew to become a thing on FOT, somewhat before the concept was popular. It’s awesome to see the world embracing fitness in so many ways.

What’s your favourite thing to post about on your blog?
I genuinely think I don’t have a favourite. What I enjoy the most is the variation of the different topics which often blend together – travel, fitness, fashion and nutrition. To me, that’s the nature of living a perpetually healthy and balanced life, where all aspects of it are underpinned by a wellbeing ethos. That said, telling the story of great travel, on occasion, can be quite standout – writing about an exceptional trip punctuated by world-class hospitality is something that I very much enjoy.

What are your tips for getting back into an exercise routine for those who’ve fallen out of it?
I’ve written extensively about this on my blog. My top tips would be…
1) Be realistic when setting goals – realistic weekly goals, as well as a realistic deadline (e.g. a three-month window), then break it down into weekly targets.
2) Be consistent – any change takes time.
3) Nourish your body with the most delicious healthy colourful foods. You don’t have to eat bland foods to get results!
4) Stay hydrated – 70% of our bodies are made up of water, so staying hydrated will make a noticeable difference after a few weeks!
5) Invest in sleep – the muscular and mental recovery will compound your ability to perform better during your next session.
6) Move more – it’s not ‘all or nothing’, but ‘as often as possible’. Take the stairs, power-walk to get your salad at lunch and just keep moving!
7) Stretch – it aids recovery, balance and releases built-up tension/stiffness.
8) Keep track of your progress – write down your workout so you don’t end up doing the same weight every week.

What makes the fitness blogging community different (and better!) than others?
I can’t say whether it’s necessarily ‘better’ than other communities; all have their own flavours and purposes. I think the fitness domain comes with its own set of unique challenges. The things I like about the fitness community is it can be very encouraging in the sense that people who genuinely are interested in fitness and have worked in the industry for a while can appreciate each other’s good work and spur one another on. I think it’s become more welcoming and less intimidating to people who are new to the industry in the sense that people can be very open with their struggles; it is increasingly accessible, and that is increasingly aspirational for more and more people.

Weirdest fitness trend you’ve tried/heard about?
I haven’t tried any of the super-exotic ones, because they tend to be diet-related and I like to pursue a more balanced approach. A client of mine was told to pursue the ‘high-fat diet’ and ‘eat a generous tablespoon of butter every morning’ – I thought that sounded pretty horrendous. I’d say I’m happy that some of the more extreme legging fashion trends have passed over now – mega-bold colours and over the top prints induced a sense of ‘hypnotic trip’ during a trip to the gym, or supermarket alike!

What are the best songs to have on your iPod to get you fired up to work out?
I LOVE Disclosure; the Settle album is still a favourite to work out to. Other than that, you simply cannot beat a bit of Taylor Swift for the spark of energy! And failing that, some classic old school Miguel Migs house will do the job very nicely indeed.

How do you work with PRs and brands?
I have an excellent agent at Storm Model Management, who acts as an intermediary for me. She and her team know the type of content I love to produce, and they help to field the outreach accordingly, which is an enormous help, as there is just too little time in the day to tackle all PR emails properly. When we decide on a super exciting project with an agency, then the fun part begins, and I love to get really hands-on at that point – that allows me to really focus on delivery on the creative side of things. Short-term or long-term partnerships – ambassadorial roles as well as hosting fitness classes. I’ve laid out the ways in which I work with marketers and PRs on a separate Disclosure page on my blog, which I think is an important manifesto to consider for any blogger.

For PRs looking to work with you and your blog, how would you prefer they approach you?
I would always prefer that PRs reach out via email, copying in my agent at Storm. The address can be found on my Contact page.

What other blogs do you read (whether fitness-related or not)?
I try not to read too many other blogs, as I think it’s somewhat of an occupational hazard. I mainly read Swedish politics, if anything online. If not, I stick to the old school traditional paper books. That said, occasionally I’ll dip into The Blonde Salad, A Blog To Watch, Sheerluxe, The Food Effect, AJ Odudu’s blog.

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CIPR-response-to-Parker-Report

CIPR says ‘change must come from the top’ in response to latest Parker Report on diversity

The latest progress report by The Parker Review Committee, established to review how UK boards can improve their ethnic and cultural diversity, has found that 69% of FTSE 250 companies have no representation of ethnic diversity at board level. For CIPR’s Diversity and Inclusion Forum chair Avril Lee, the results ‘point to complacency and a lack of action’ and are unacceptable in 2020.

Established practice of ‘not actively encouraging talented minority executives and non-executives to choose roles in businesses’ within company cultures is highlighted within the full Parker Report. The negatives that come with ‘familiar and traditional recruitment processes’ are also underlined – how they reinforce status quos in promotional choices, fill teams with practitioners from similar backgrounds and experience levels, and allow lazy hiring practices to continue.
In light of the results, recommendations for companies from The Parker Review Committee include regular reporting on the ethnic diversity of boards and review of policies and efforts to retain and develop BAME team members.

That the current mix of talent within teams and on boards needs to be shaken up, and soon, is clear to the CIPR, who will publish its own research into the experiences of BAME professionals in March.

‘The Parker Report should be a wake up call to the PR profession,’ said Avril Lee. ‘Although progress has been made over the last three years, this progress is too slow.

‘I’m pleased the focus of the review highlights the cultural practices of businesses as a significant factor in failing to address the diversity gap at the top table. Our research comes to similar conclusions and, through the stories of practitioners, should shock the profession. The message is simple – the call to action is on every one of us but, as far as businesses are concerned – whatever their size, change must come from the top.’

Read the full response from the CIPR and download the latest Parker Report.

Creative-Shootout-Interview-1

An interview with Jade Delaney of Epoch Design, this year’s Creative Shootout winners

Meet the winning team from Epoch Design who put together the pitch that impressed at this year’s Creative Shootout and won the opportunity to work on a campaign for Crisis. Creative writer (and copy crack shot) Jade Delaney takes us through the work that went into her and Marco (the planner), Tom (the team player) and Aaron’s (the A-gamer) A-Team-level entry.

Tell us a bit about why Epoch Design decided to enter Creative Shootout this year?
It’s a wonderful opportunity to get involved with a charity that does such a great job in supporting homeless people. It’s something close to our hearts personally and also as an agency.

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Who were the team working on the entry on the day, and what skills/experience did each person bring to the final pitch?
We have Marco, a skilled planner and talented public speaker. He brings the strategic story to life in a captivating way.

Tom, one of the creatives, is a strong conceptual thinker and a real team player. Tom approaches things with positivity and always manages to make us laugh.

Aaron is the daddy of the group, a creative well-versed in presenting and conceptualising ideas. He always brings his A game to new challenges.

And I’m Jade, a creative copywriter with a close link to homelessness, able to share my insights (I also bring snacks).

How did you come up with the idea for your entry?
We did our research before the big day. Reading accounts of people who had experienced homelessness and speaking to others who were currently sleeping rough.

As a group, we spoke about our hopes for the day. Agreeing that above all else we had to represent homeless people in a respectful way. We wanted to change the tone of the stories being told about homeless people, instead celebrating the diversity of people living rough or in transient housing, creating something positive and true to our approach as an agency.

Once we had the brief, Marco led the team in building the strategy and piece by piece we formed the story that would set up the creative.

We split into two groups, while Tom and Aaron started thinking conceptually, Marco and I went out to speak to people in London. We gained insights that would inform the next steps we took creatively.

Many rough sleepers in Bristol create art and even perform poetry for money. We wanted a way to showcase the talents of homeless people and put them first in the pitch. That’s when we found a poem written by Ian Smith, who at the time he wrote The Non-Existent Man was sleeping rough in Bristol. His poem really resonated with what we had found in our research. We decided to share this poem in the pitch and put the homeless community first.

Regrouping, we spoke through initial ideas and spent some time fleshing out the concepts. We created the deck and finessed the story.

What is the process like on the day, for teams thinking of entering next year?
It’s not your average day. It’s very intense, quite tiring, but a lot of fun.

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What are the advantages of having to put something together so quickly, rather than working on a pitch over a longer period?
The advantage of working under extreme time pressure is that it showed us how well we work together as a team. We didn’t work independently but together throughout the day, making sure to clearly communicate. We were open with each other, welcoming any ideas and also steering clear of being too precious with concepts. Focused throughout, we made sure that what we created aligned with our proposition.

Would you recommend agencies take part in competitions like this – what skills will they strengthen from taking part?
I would recommend it – it allows you to strengthen your bond as a team. It pushes you out of your comfort zone creatively to show an audience of 400 your initial ideas, without amends, in its raw state. The whole performance is very empowering.

At the end of our pitch, each one of us felt like we did our agency proud and ourselves proud. We all felt that regardless of the award we were already winners, in our hearts.

How will this win/what you’ve learned from taking part this year inform how your agency works in the future?
Epoch is a branding agency working with FMCG clients, often hosting design sprints. This style of working has equipped us to work well under pressure and maintain clear communication; perfect for the Creative Shootout.

Is the charity arena somewhere PR can make real change while creating interesting and important work?
At Epoch we put the consumer first, focusing on brand identity, communications and positioning briefs, exclusively for the FMCG sector. It’s a privilege to work on a campaign for Crisis because we see so many people sleeping rough in our home city of Bristol. Traditionally Epoch has created an Xmas gift for our clients, but over the last few years we have decided to put our efforts towards giving to charity. Last Christmas we donated £4,000 to a local homeless charity and we continue with our plans to support homeless charities as part of our CSR. It’s a crisis that can be solved and we believe it’s our duty to help make this happen.

What can we watch out for in your campaign with Crisis?
We are looking forward to forming a relationship with Crisis, learning from them and helping to create a campaign that really reflects their values and respects the wishes of homeless people. We’re excited to push our original ideas further and aim to create something that will help the community.

Read about the day of competition at this January’s Creative Shootout and get tips on creating successful campaigns on a budget with advice from charities Tiny Tickers and The Wildlife Trusts.

Mike Wood MP: Government must continue to support British brewing and pubs in the Budget

As Chair of the All-Party Parliamentary Beer Group – an enviable task I know – I have this week secured an important debate in Parliament covering beer and pubs. This debate is particularly timely with the Budget fast approaching on 11 March.

Beer in the UK is a home-grown manufacturing success story, represented in all parts of the UK. 80% of the beer that is brewed by this country’s fantastic brewers is consumed here. Beer and pubs support almost 900,000 jobs and the sector provides £23bn in value to the economy.

The numbers are impressive but there’s so much more to beer and pubs than figures alone. The great British pub is one of our most loved national institutions and the heart of so many communities. Over 15 million of us go to the pub once a week. The pub has evolved and adapted with the times, but they remain a gathering place, sometimes referred to as ‘the original social network’. Often though they are now much more – the local post office, the local greengrocer, the local library and much more besides.

The link between beer and pubs is inextricable. Seven in ten of the alcoholic drinks sold in pubs are beers. A thriving brewing sector is intimately entwined with successful local pubs. It might not be Dry January any more, but it’s still worth highlighting that not only are pubs the home of responsible drinking, but beer is also on average the lowest-strength alcoholic drink available at the bar, with an increasingly wide range of zero alcohol alternatives too.

Supporting beer and pubs might seem like a no-brainer, but it’s an undeniable fact that the British pubs sit under an onerous tax burden. Every pub pays an average of £142,000 a year in taxes and one pound in every three spent in pubs goes on tax. Happily, successive Conservative Governments have taken action to limit the impact of beer duty on pubs. Since abolishing the hated beer duty escalator in 2013, Conservative Governments have cut and frozen beer duty; saving pubgoers millions of pounds.

This action is extremely welcome, but beer duty remains high, especially when compared to our beer-brewing European neighbours. Duty here is, for example, eleven times higher than it is in Germany. Britain pays 40% of all the beer duty paid in the EU, but we drink only 12% of the beer. So, while Conservative Governments have backed this great British industry, there is more that can be done.

What’s more, taking action to limit beer duty increases would send a positive signal to the 250,000 supporters of the Long Live the Local petition, not to mention the 25,000 individual pubs who are backing the campaign. Although a cut or freeze in beer duty is in theory a cost to HM Treasury, evidence suggests that keeping costs down for brewers and consumers actually leads to more money going into Government coffers. To give a recent example – excise revenue from beer is up £250 million compared to forecasts since 2017/18, thanks to the boost to beer and pubs following freezes in duty in the 2017 and 2018 Budgets.

Of course, it’s not just beer duty that presents issues for pubs – the business rates system continues to present challenges. The recently announced extension of the pub-specific relief, knocking £1,000 of the bill off pubs with a rateable value of less than £100,000 will help a huge number of premises, as will the 50% reduction in business rates bills for certain businesses. But for pubs the burden of business rates remains particularly acute – pubs account for 2.8% of all business rates, despite only accounting for 0.5% of rate-paying business turnover. That amounts to an overpayment of £500m every single year.

I hope the Government will hear the messages of gratitude for actions taken in the past, but also of the need for continued support to ensure that brewing and pubs remain viable for many years to come.

 

Mike Wood is the Conservative MP for Dudley South & Chair of the All-Party Parliamentary Beer Group.

This blog post is part of a cross-party series on Vuelio’s political blogPoint 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.

Live-For-Films-Featured

Film Blogger Spotlight: Phil Edwards, Live For Films

Film aficionado Phil Edwards blogs about movies of all genres as well as comic books, video games and TV over at Live For Films. Originally writing for his friends, but now drawing in fans from across the world, Phil shares his feelings about the films he loves and enjoys.

Film blogging isn’t all about reviewing the big hits, however – read on for Phil’s thoughts on getting more diversity up on the screen and in the awards season, and what shakes up a movie screening even more than sneaky secret vampires.

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How did you get started with writing about film?
I used to send my friends emails and messages about various bits and pieces of movie news. One day one of them said they loved it, but it was just too many emails for them, so they suggested I put it all on a blog that they could read at their leisure. It all started just for my friends, but it soon became read by people from all over the world. A surprise to be sure, but a welcome one.

What’s your favourite thing to post about?
I love posting the reviews sent in by our various writers as I always enjoy reading other people’s work. Then again, I love sharing news on new films and then interacting with readers on social media to see what they think of it all.

What’s the most fun or weird press event you’ve been invited to?
I remember there was a screening of a Spike Jonze short film that took place late at night on top of a multistorey car park that had been set up to look like a strange garden. Then there was a Jameson Cult Film Club screening of Hammer’s Dracula in Liverpool. That had a vampire prowling around the theatre where the screening was taking place. Oh, and a screening of Jaws in Liverpool’s Albert Dock had actors portraying Hooper, Quint and Chief Brody showing us their scars and singing to us all before the film started. I do love the imagination that takes place to make all of the experiences memorable.

With #oscarssowhite trending again, a lot of people were surprised at the lack of diversity in this year’s Oscar nominations line-up – what are your thoughts on this?
The main thing about films nominated by the Oscars is that they only get there because the studios push for them with various campaigns. The more money thrown behind a film, the more likely it is to make it through to the nominations. Things are only going to change over time as the old guard retires and new blood is brought in. We can all help by going to see many of the smaller films at the cinema. It is called the movie business for a reason and at the end of the day, studios will listen to the box office. We need to support the filmmakers we love and admire and make sure they get a chance to make more films. I think more people need to go out and make more movies and go and see more movies.

Do you agree with Martin Scorsese’s take on superhero movies?
I can understand his point about some of these comic book blockbusters taking out so many cinema screens on their release. However, I do feel they are still cinema, as is any film that you go out and see. Sometimes you need the light popcorn movie, other times you want a meaty drama, a screwball comedy and so on. Ever since cinema began there have been cycles of film types that do gangbusters at the box office. Gangster movies, gritty crime thrillers, westerns, sci-fi etc. and comic book movies are just another genre in the never-ending cycle. They will eventually decline in popularity and something else will take over.

Favourite three films of all time?
Rear Window, Jaws and John Carpenter’s The Thing.

How do you work with PRs and brands?
I share the news on various movies, review books, films, gadgets and more that PRs send over and basically build relationships with them. Sometimes it can be as simple as being sent something through the post which I tweet about, or a press release about a new film. Other times it can be a full feature on the site. This is all usually done via email and social media, but can involve meetings face-to-face.

For PRs looking to work with you and your blog/website, how would you prefer they approach you?
Emailing is usually the best way to get in touch, but messages via social media also work.

What other blogs do you read (whether film-related or not)?
When I am not working, I usually just check out art or cookery blogs. Never really any particular site.

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accesswellbeing: Yoga for comms

More downward dog for less deadline stress: Access Intelligence launches free yoga for the PR industry

Need to unwind after work? With four in five people in PR and communications struggling with their mental wellbeing and a quarter having taken absence from work due to stress, anxiety or depression, Access Intelligence is opening its doors for a stress-free one-hour yoga class ‘accesswellbeing: Yoga for comms’ on 10 February from 6pm.

Open for free to PR and comms practitioners who sign up here, accesswellbeing is launching with the aim to inspire those in the sector to take action to improve their wellbeing. Already working with more than 3,500 organisations across the globe with a commitment to supporting the growth of the industry, Access Intelligence will hold the classes in its brand new offices in Hatton Garden, Farringdon.

‘Mental health is a significant issue with impact on every aspect of our industry – from the battle for talent to creativity and productivity,’ said Access Intelligence chief marketing officer Natalie Orringe. ‘We all have a part to play in enabling our teams to keep healthy which is why we’ve launched accesswellbeing. Our hope is that we’re part of inspiring positive change that starts with encouraging people to take action to be healthier.’

Sign up for the first come, first served accesswellbeing: Yoga for comms classes here to join us on 10 February from 6pm.

Want more about mental wellbeing in PR and comms? Read our 7 tips for improving mental health in the industry.

Elle-Linton-Featured

Fitness Blogger Spotlight: Elle Linton, Keep it simpElle

‘I feel like blogging opens me up to a world where I get to discover so many things, and sharing that journey of discovery is great,’ says Elle Linton of Keep it simpElle.

Read about the highs (tight knit community) and lows (thigh gap trend) of the fitness community and where Elle hopes to see improvement in 2020.

How did you get started with blogging about fitness?
After graduating from University (in Exercise Science) I found myself in a sport-related desk job. I was lucky enough to have a colleague who was active and encouraged me to take part in a project where I would be teaching fitness classes. That project grew and from it came the opportunity to be involved with various fitness events centred around the London 2012 Olympics. There was so much going on, I needed a way to share it all and hopefully get others inspired to get involved, so I started my blog.

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What’s your favourite thing to post about on your blog?
Personally, I love the variety that blogging brings and I enjoy creating all the content that I share. My main goal is to ensure the content is useful and has longevity so that gives me lots of room for creativeness. I feel like blogging opens me up to a world where I get to discover so many things and sharing that journey of discovery is great – be it the latest fitness technology, a new event or the latest superfood.

What are your tips for getting back into an exercise routine after the festive season?
I would say it’s pretty much like getting back to exercise at any point in time; starting a fitness routine from what probably feels like scratch can be difficult. The hardest part is starting so take that first step, be it booking into class with a friend for extra accountability or signing up for Parkrun or a Breeze ride. Once it’s done, you’ll be more motivated for your next workout. My other suggestions would be to make small changes, one at a time and to set yourself a goal with enough time to make success more likely.

What makes the fitness blogging community different (and better!) than others?
The fitness blogging community is a small world! Although I enjoy being a part of it, like most other industries it does have its flaws especially when it comes to diversity. I’d like to think, though, that brands and PRs working in fitness would want to be leaders in championing diversity and inclusion so I’m excited to see the landscape grow and change over 2020 to welcome a more diverse community.

Weirdest fitness trend you’ve tried/heard about?
I’m not one for trying trends, but I have seen a fair few things floating around on Pinterest and Facebook! The hip exerciser tool which promises to create a thigh gap and give you buns of steel has to be the winner for weirdest fitness trend, though! I’ve also seen resistance bands seem to be growing in popularity… I’ll be giving them a second chance in 2020!

What are the best songs to have on your iPod to get you fired up to work out?
If there is one thing I pride myself on when teaching, it’s always having a banging playlist! Here are a few of my current favourite tunes:

• Megan Thee Stallion, Big Ole Freak
• Lizzo, Tempo ft Missy Elliot
• Billie Eilish, Bad Guy ft Justin Bieber

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Who are your fitness inspirations?
My biggest inspirations come from day-to-day life rather than looking to professional athletes. I’m a big fan of @laurabiceps, who is a London-based fitness coach specialising in strength training. I get a lot of running inspiration from people I know and follow on Instagram like @livdmc and @megerecooper. Cycling is pretty similar too… there are so many inspiring women out there including @anneleenbosma, @holly_seear and @ayesuppose whose journeys I follow avidly.

How do you work with PRs and brands?
I’ve really enjoyed working with brands and PRs over the years especially as influencer marketing has evolved. I’m always open to ideas, especially ones that can be tweaked to fit my brand and audience better. I created a page on my blog to share my media kit and upcoming editorial themes so any brand or PR can see what I have coming up and if they have an idea to work together they can easily get in touch.

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For PRs looking to work with you and your blog, how would you prefer they approach you?
Email is definitely the easiest way; personalising it goes a long way, too. Direct messages on platforms like Instagram and Twitter can easily get filtered or just lost in the build-up meaning I won’t see them or respond as quickly. I’m always happy to chat on the phone, too.

What other blogs do you read (whether fitness-related or not)?
Currently I’ve been enjoying katykicker.com for finance related tips, thecuriouspixie.co.uk for travel inspiration and thephdrunner.com for running.

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Holly Lynch MP: Tax bills are driving our most experienced cops out of policing

When senior doctors started to reduce their working hours in significant numbers, in response to changes in tax paid on their pensions, what would otherwise be a niche and complicated pensions issue, suddenly became a general election focus with the Prime Minister wading in, promising to fix it. 
 
New lower thresholds (unadjusted for inflation since 2014) when public sector workers start to pay tax on their pension contributions have seen higher earners across the public sector receiving staggering tax bills. As a result of having crossed either their annual or lifetime allowances, doctors are reducing their hours, or simply retiring, impacting on the NHS’s readiness to respond to annual winter pressures, forcing the Government to intervene.  
 
While the Government has found a temporary sticking plaster on this issue with a view to finding a longer-term solution for clinicians, the same problem extends right across the public sector, not least to policing.  
 
With 21,000 fewer officers and 600 police stations closed since 2010, policing has been hammered in recent years. We’re already seeing record numbers voluntarily leaving policing. So if the Government is to have any hope of delivering its uplift in policing numbers without chronic growing pains, it needs to hold onto every last bit of experience and leadership it can. 
 
The Superintendent ranks and above are likely to breach the annual allowance if an officer has more than 20 years’ service, due to the structuring of police pensions in the last 10 years of an officers’ service, which is unique to Police pensions. Senior Superintendents and all ranks above, will breach the annual allowance by ordinary pension growth alone, without there even being any pay rises.  
 
Superintendent, Chief Superintendent, Assistant Chief Constable, Deputy Chief Constable and Chief Constable ranks have the potential to routinely breach the allowance, with some senior officers unbelievably receiving yearly tax bills that are greater than their annual salary. 
 
In a letter to the Chair of the Police Pensions Scheme Advisory Board sent just in the last few days, the Policing Minister argues that while he is open to reform of pensions in policing, their case ‘does not demonstrate evidence of recruitment and retention problems and a resulting impact on operational service delivery.’ 
 
Unlike doctors, police officers cannot reduce their hours or withdraw their service to mitigate the impact of such tax bills, so it is much harder to demonstrate the impact on the public, and I suspect the Minister fully understands that. 
 
Research undertaken by the National Police Chiefs Council shows that applications for Chief Officer jobs are reducing, as is the tenure served in those roles. My own force, West Yorkshire Police, had just one applicant apply on the previous two occasions they needed to fill the post of Chief Constable and Northumbria Police has recently had to open recruitment three times to recruit a Chief Constable. 
 
While there will be a variety of reasons for this, the Police Superintendents’ Association conducted a survey in 2018 that revealed that almost four in ten of their members said pension issues were increasing their intention to leave, with 56% of respondents attributing this specifically to the annual allowance. 
 
The Treasury is conducting a review in to this issue with a view to shaping the next Budget on 11 March, so I have asked the Policing Minister to look specially at how these perverse tax disincentives can be reformed, not least because it would seem Police Forces themselves are paying these tax bills for individuals, who are reimbursed by the Home Office, who are reimbursed by the Treasury, in order to square-off contributions to HMRC. 
 
In order to pay the money back in the long term, officers are realistically having to hand significant chucks of their pensions back upon retirement, in order to settle all the accumulated Annual Allowance taxes. There must be a better way of structuring police pensions to avoid this financial merry-go-round, by simply giving senior police officers parity with the solutions offered to NHS consultants.  
 
Police pensions need to be much clearer for both officers themselves and the public purse, but more importantly ensuring that we do not haemorrhage experience and leadership within policing at a time when we can least afford it. 
 
Holly Lynch is the Labour MP for Halifax.  
 
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. 

PR measurement

How to make PR measurement relevant for your clients

This is a guest post by Laura McReynolds, PR Account Manager at Missive.

As an industry, we’re more accountable than ever, but we can also measure and demonstrate our business impact more clearly than ever before.

Establish what matters
Step one: ask your client what matters to their organisational reputation and target audiences. It’s a simple step, but it can be easy to get swept up in the next big idea or interview opportunity without really thinking about what impact you will have on organisational objectives and how your work will be measured in the end-of-year review.

It’s difficult to make anything relevant to a client if you don’t know what is important to their business. Having a conversation to establish what success looks like before planning activity is vital. Not only will it help you track the right metrics, it also shows your client that you’re on their team and you’ll be able to help them have demonstrable impact to their key stakeholders.

Business objectives should lay the foundation for your PR and communications strategy. If the client wants to attract new customers, outline a process where you can track how many customer leads come in from PR activity. Ask for access to their sales team data and their Google Analytics before starting so you can suggest realistic KPIs around an increase in lead volumes, for example. Or if they want to increase their share of voice against competitors then set up to track media mentions and use SEO tracking to understand when the brand is searched for with a key term versus its competitors.

PR and social media are increasingly overlapping and this is good news for measurement. Online communications are easier to capture, track and analyse than offline, so the PR industry should be seizing this opportunity.

Measure for measure
The good news is that there is a plethora of tools available to help crunch the numbers and make them meaningful. As a basic starting point, media monitoring tools to capture media mentions and analyse sentiment, website analytics to help you put numbers against website traffic driven by links in media coverage, and social media analysis tools on the social media platforms themselves to determine reach and interactions.

It’s a numbers game
Goalposts – famously – move, and your client’s business aims can change throughout the year. Being outside of their business means you might not hear about it until it’s too late. It’s your job to make sure you use your results and approach to evaluation to keep PR relevant.

Regular reporting on the KPIs you agreed is a great way of aligning PR to strategic objectives – and also understanding which communities, messaging and results are most important. For example, finding out if the new CEO is actually far more interested in reaching the investment community ahead of a fundraiser than he is in getting in front of industry executives. Knowing this might have you pivoting from trying to secure a speaking slot at a tier one trade press event to calling up TechCrunch or activating a targeted LinkedIn campaign.

Measuring diligently and consistently is the best way to showcase your knowledge of what matters to your client’s business and prove the impact your work can have. A robust approach to measurement will help you embed with key stakeholders in a business and ensure you get the credibility, budget and recognition that you deserve.

Measure the success of your campaigns with Vuelio media monitoring and report on your activity with Canvas – keep on top of the coverage that matters to your clients.

PRCA welcomes Government endorsement of its Public Affairs Code

The PRCA has welcomed the Registrar of Consultant Lobbyists’ endorsement of its Public Affairs Code in its latest guidance, following an industry-wide consultation.

The Registrar accepted the PRCA’s central recommendation that the majority of industry codes of conduct declared on the statutory register were not relevant; and announced what amounts to a clampdown on companies’ own self-enforced codes.

In his commentary that ‘the current codes of conduct produced by the PRCA’s Public Affairs Board for members are relevant’, the Registrar, Harry Rich singled out the PRCA’s Code as the only one endorsed without reservation.

The new guidance notes:

A relevant code of conduct must go beyond setting out general, good professional behaviour and must contain provisions that are of particular relevance to the way that consultant lobbying activity is carried out.

A relevant code must also include oversight or control by an external process or membership body.

A code of conduct that is written for individuals can be declared by an organisation only if every employee subscribes to that code.

PRCA Director General, Francis Ingham MPRCA, said: ‘We welcome the Registrar’s confidence in the PRCA Public Affairs Code. It is already the gold standard of ethical public affairs practice, and this guidance promotes its status even further, as the only Code endorsed in all circumstances as ‘relevant’.

Ingham added: ‘We are also delighted that the Registrar agrees with us that industry codes should apply to entire consultancies, rather than to just a handful of individuals within the organisation – often a blatant attempt to workaround the spirit of the lobbying legislation. This change will support public trust in lobbying by enabling members of the public to distinguish between the organisations that subscribe to ethical standards and those that do not.’

‘There is now a clear challenge to the small minority of the industry who choose not to be held accountable to the highest standards. As of March 31, they will no longer be able to hide behind irrelevant or self-enforced Codes. They will therefore have to choose between observing the mainstream standards of the industry or making public their choice to be unregulated and unaccountable’ the PRCA’s Director General added.

The new guidance will be in place from July 2020 and all registrants must make changes to their internal process by 31st March 2020 to reflect the updated guidance.

Any organisation must join the Register if they conduct the business of consultant lobbying as defined by the Transparency of Lobbying, Non-Party Campaigning and Trade Union Administration Act 2014 or for more information contact the PRCA.

Pulsar Social Primary Index shows Sanders pulling ahead of rivals

Bernie Sanders is surging, and not just in the opinion polls. Audience interest in the Vermont Senator has exploded in the last few weeks, amid controversies involving fellow candidate Senator Elizabeth Warren and former Presidential candidate Hillary Clinton.

An endorsement by internet personality Joe Rogan has further boosted Sanders according to a new index developed by Vuelio’s sister brand, audience intelligence company Pulsar.

As the Iowa Caucus approaches on 3 February, Sanders has been driving not only the largest volume of conversations on social media over the past few weeks (13 – 26 January, 2.6m posts mentioned Sanders; more than those of the next two candidates combined – Warren and Joe Biden, both at 1.2m) but the conversation relating to Sanders is also displaying the highest velocity (a measure of how much conversation each candidate is able to create within a given hour).

‘Our index shows Sanders riding a big wave of buzz, which is consistent with movements in the polls and prediction markets’, said Marc Geffen, VP of Research and US Strategy at Pulsar. ‘In the last two weeks, the endorsement from Joe Rogan and provocative comments from Hillary Clinton have clearly activated the Sanders audience, driving both high velocity and relatively low volatility compared to the other candidates. These factors signal that the buzz around Sanders can grow at an extremely fast clip and sustain’.

Hillary Clinton failed to confirm if she would endorse Sanders if he went on to win the Democratic nomination and added: ‘Nobody likes him, nobody wants to work with him, he got nothing done. He was a career politician’.

She has been criticised for reopening a divide within the Democratic party that arguably led to her being defeated as the party’s first female Presidential candidate, which paved the way for the election of President Trump.

Pulsar’s virality model – traditionally used by Pulsar to measure consumer trends, as well as film and gaming releases – takes into account five different factors, including: how much buzz has a candidate generated in the most recent period; how much momentum has this candidate recently acquired; how much buzz can this candidate drive in a given hour; whether the conversation about this candidate is stable and consistent, or highly variable; and to what extent is the buzz about this candidate maintaining high volumes over time.

In terms of total volumes, both Warren and Sanders saw a huge growth on the eve of the 14 January CNN Debate and the ensuing controversy about Sanders’ alleged remarks.

‘We observe an interesting pattern in that, over the full period we’ve been measuring, the buzz around Sanders and Warren seem to move in tandem. More than any other pair of candidates, these two seem tethered to one another in the public’s eye’, said Geffen.

Sanders however, has managed to sustain those volumes further during the second half of January both in terms of virality and interest in search data, thanks also in part to the ‘endorsement’ from Internet personality Joe Rogan, and his strong performance in polls that have put him ahead of former Vice President Joe Biden in Iowa.

While Elizabeth Warren has also had her fair share of attention, receiving endorsements from both the New York Times and the Des Moines Register (a leading Iowa daily), it has not translated into a comparable social buzz, with Biden overtaking her in terms of raw volumes over the last week.

Audience interest in other candidates has also shifted. Amy Klobuchar, boosted by a New York Times endorsement (jointly with Warren), has overtaken Buttigieg in terms of virality. However, interest in her appears less consistent or ‘streaky’, dependent on big buzz moments that do not necessarily sustain interest. ‘Steadier’ candidates such as Andrew Yang on the other hand, have been able to drive very consistent virality week on week, remaining in the top five by volume of social buzz.

Pulsar is the leading AI-powered audience intelligence platform. Combining conversational and behavioural signals from the world’s leading digital destinations, Pulsar helps brands understand their audiences better and create messages that matter to them. 

Podcasts image

The evolution of PR and communications for You are The Media

It was a great pleasure to join Mark Masters for the You are the Media (YATM) podcast to discuss what lies ahead for the communications industry. If you haven’t come across YATM before it’s a treasure trove of inspiration for how to create content that inspires engagement regardless of whether you’re a PR, marketeer or in-house comms pro. It also reinforces one of my guiding principles that building an audience rests on a magic mix of being useful and entertaining.

Understanding the future for PR and communications starts with reflecting on where we were. Ten years ago, I was starting up a PR agency and spending my time trying to meet anyone who could be vaguely relevant for lunch or a drink. Face to face meetings to gossip and spot opportunities took nearly all my time – albeit too often leading to lasting hangovers that definitely reduced productivity the next day.

Fast forward to today, and as I discussed with YATM, one of the biggest shifts I’ve seen is in the evolution of how the industry approaches connections. Relationships remain vital but your network today has to be more diverse. Rather than a black book dominated by journalists at individual titles, the most successful PR and communicators are those who have networks representing the many audiences that engage with any organisation. Beyond knowing print, broadcast and online media, it is now vital to know politicos, influencers and those publishing in a constantly evolving social media landscape.

It isn’t that ‘old’ behaviours such as lunching with a journalist aren’t important, they just have to go with investing time to talk with those who are becoming just as important as the media to reputation build and management. And this shift in focus goes hand in hand with the transformation in how the industry reports on success. Again, just as it is no longer enough to ‘only’ know media it is no longer enough to ‘only’ report on coverage reach or sentiment. We have to understand how to track, analyse and report on the multiple ways the content we create has impact – from web traffic, click throughs or interactions. This is an opportunity to align PR to marketing which, if we get right, will deliver growth by opening new budget streams.

We ended our conversation talking about the biggest mistakes made with PR and communications by senior decision makers. Answering this made me feel every one of the 19 years I had worked in the industry because I can remember discussing the majority of these at the start of my career. That PR too often is seen as a one-off transaction rather than a sustainable investment that adds value over time. That PRs are expected to create compelling, effective content without insight into customer or product needs. And finally, that understanding ROI is vital but too often PR budgets don’t allow for the depth of research needed. If there is good news it is that these themes are now front of centre for nearly every organisation – and that technology, by enabling real time management of vast data, has the potential to at last solve them.

A huge thanks to Mark and YATM for having me on the podcast.

Listen to the podcast here.