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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.

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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.

PRCA Economic Barometer

PRCA Economic Barometer finds renewed optimism within the busy UK PR industry

Results from the latest Economic Barometer show that a majority of PR leaders are optimistic about the wider UK economy for the first time since the 2016 EU Referendum, and that agencies are busy when it comes to new business.

Tracking industry confidence on a quarterly basis, the PRCA Barometer gathers opinion from agency owners and managing directors. In the 2019/20 Q4 report, revealed today, positive responses outnumber the negative for the 39 respondents:

– Net optimism for leaders’ own consultancies +43 (up from +21 in 2019)
– Net optimism for the wider PR industry +38 (+12 in 2019)
– Expectations for hiring +54 (+22 in 2019)

Other positives from this quarter’s Barometer include PR client budgets sticking at the same level (56.41%) or increasing (5.13% significantly and 28.21% marginally) and no respondents reporting a significant decrease.

38.46% of agencies describe themselves as ‘busy’ when it comes to new business, and 25.64% as ‘very busy’ (Reassuringly, no agencies taking part responded with ‘Very quiet’).

‘Our industry has always been optimistic about its future growth. But that optimism has been overshadowed in recent years by uncertainty about broader economic conditions,’ said PRCA director general Francis Ingham on the findings. ‘Happily, those clouds of concern appear to have been blown away.

‘For the first time in nearly four years, the PR industry is optimistic about the wider UK economy. To me, this is a pivotal moment, as economic uncertainty recedes, and overall confidence returns.’

Read more about the PRCA’s Economic Barometer here.

Lucy Edwards Paddle Pedal Pace

Fitness Blogger Spotlight: Lucy Edwards, Paddle Pedal Pace

Get to know one of our top 10 fitness and exercise bloggers – Lucy Edwards of Paddle Pedal Pace. Having completed 25 triathlons at the current count, Lucy also recently qualified to represent Great Britain at the European Age Group Championships. Learn more about her journey from self-confessed ‘gym bunny’ to endurance athlete in our Blogger Spotlight.

How did you get started with blogging about fitness?
I started my blog in September 2013 as I had some time off between jobs and wanted a new project to keep me busy. I was inspired by other fitness blogs which I’d been following and decided I wanted to share my own thoughts and experiences.

What’s your favourite thing to post about on your blog?
I enjoy writing race recaps as it’s fun to relive the experience, celebrate the achievement and cement the memories in my mind. I’m told that my race recaps are useful for other people when they are choosing or training for a race, as it lets them know what to expect on the day.

What are your tips for getting back into an exercise routine after the festive season?
Don’t put too much pressure on yourself and ease back in gradually. It’s better to build up slowly than launching into a demanding regime in January which you won’t be able to sustain throughout the year. If you do have some big fitness goals for 2020, I’d recommend finding a coach or personal trainer to help you structure your training towards those goals.

What makes the fitness blogging community different (and better!) than others?
Honestly, I feel like the community has changed a lot over the years. Many of the original fitness bloggers who started around the same time as me have now closed down their blogs or moved in a different direction. I know a lot of bloggers who are feeling disillusioned with the influencer landscape currently. Having said that, there are still a few fitness bloggers who are passionate and knowledgeable about creating quality content.

Weirdest fitness trend you’ve tried/heard about?
Swimrun sounds crazy and I’d love to give it a go! You race in teams of two, alternating between trail running and open water swimming, but you don’t get changed for each section so you run in your wetsuit and swim in your shoes! It started in Sweden as a drunken bet (like many of the best ideas)!

What are the best songs to have on your iPod to get you fired up to work out?
When I’m doing a tough session on the Wattbike, I tend to listen to metal like Slipknot, Korn, System of a Down, Rage Against the Machine. Stuff I listened to when I was a teenager!

Who are your fitness heroes/inspirations?
I’m not hugely inspired by pro-athletes or celebrities – I find everyday people more relatable. Members of my triathlon club who are balancing training with work, families and a social life are my inspiration (particularly those who have got young children).

How do you work with PRs and brands?
I’ve worked with PRs and brands on a variety of campaigns including product reviews, press trips, sponsored content and social media promotion. I’m happy to consider any ideas for collaboration as long as they are relevant to my audience.

For PRs looking to work with you and your blog, how would you prefer they approach you?
Contacting me by email is fine. I always prefer when the PR has researched my blog and personalised their approach, rather than sending a blanket email about something which is completely irrelevant.

What other blogs do you read?
My friend Lisa’s blog Fat Girl Fit as she’s so passionate about cycling and a big inspiration.

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

PRCA-Climate-Change

PRCA joins Advertising Association Climate Action Group to address climate change

The PRCA has joined the Advertising Association, working in partnership with ISBA and IPA, to address climate change issues.

The Council will co-ordinate the efforts of the collection of creative industry organisations within two groups – the Climate Action Steering Group (CASG) and the Climate Action Working Group (CAWG).

Chaired by Advertising Association vice chair and EVP and general manager of Unilever UK and Ireland Sebastian Munden, the CASG is made up of representatives across the industry including the Marketing Society and The Marketing Academy. From March, the group will focus on initiatives to meet goals instituted by the UK Government across media, marketing and advertising. The three initial areas the CASG will focus on, alongside the CAWG group, are:

1. A report measuring the UK advertising industry’s carbon footprint and how it can be reduced
2. Developing options for collective industry action to encourage use of sustainable products, services, behaviours and messaging in advertising
3. Support of the ASA’s plan to explore how advertising regulation can aid with climate change concerns

‘Advertising accelerates behaviour change and can be a real force for helping drive sustainable growth and social good,’ said Advertising Association chief executive Stephen Woodford on the importance of the formation of the groups. ‘With ideas like this and many, many more, we have the opportunity to make a massive impact through the right action over the years ahead of us.’

‘Public relations and communications professionals have the power to shape public consciousness on climate change. But we also have a responsibility to ensure our own organisations operate responsibly,’ said PRCA director general Francis Ingham. ‘Our industry can make a genuine impact on this issue. As the world’s largest PR membership body, the PRCA is proud to be joining the Advertising Association’s new initiative.’

Interested in the industry’s work on climate action? Contact the Advertising Association via climate@adassoc.org.uk for more information.

Hannah Bardell MP: We must focus on fair, transparent and environmentally responsible trade

I recognise the huge importance that International Trade has for businesses and families across the UK, but for many people a Select Committee can seem remote from their everyday working and family lives.

Parliament and its inner workings must be more accessible and representative, so as Chair I would very much like to take the Committee around the UK to hear from businesses, industry and communities in as many constituencies as possible.

I will also welcome ideas and feedback from colleagues and I plan to hold internal surgeries on a regular basis to meet with members and discuss the issues in their constituencies, effectively crowdsourcing topics for investigation and discussion in committee, taking a wider approach to ensure the committee is addressing priorities for the people and holding public engagement sessions in schools and organisations around the UK.

I also believe there are significant opportunities to raise the profile of the Committee and work much more closely with colleagues in the devolved nations. Good work is being done by talented individuals across the UK and we would be remiss if we were to ignore opportunities and best practise from elsewhere.

At the outset, I would develop a clear communications plan and strategic roadmap for raising the profile of the Committee and its work, including providing bespoke information on the work the committee is doing tailored to different sectors and areas and work with the education services of all the Parliaments in the UK to deliver an engagement strategy.

Building on the outstanding reports and existing work of the Committee to ensure all reports are complete, I would ensure a focus on fair, transparent and environmentally responsible trade. Diversity in trade is essential so I will ensure that the Committee focuses on both goods and service sectors and investigate how the UK Government and its agencies are supporting SMEs and minority groups to trade internationally.

I am very interested in inter-generational trade and I would like to see the Committee looking at different demographics, whether young people or silver entrepreneurs are engaged in trade and how we can do more to support them.

In keeping with my approach to making the Committee more representative and transparent, I will produce a regular newsletter from the committee to members and external organisations and stakeholders to share our work and raise the profile of the committee.

As founder and chair of the All Party Group on Deaths Abroad and Consular Services I’ve proven that, with no secretariat or staff other than my constituency team, I’ve been a very proactive and determined chair that has made sure families from many constituencies have been represented and supported to give evidence.

Aside from my work in TV and politics I’ve spent a number of years out of politics, working first for the US Dept of State advising on trade, business and political policy and then three years in the energy sector. In both roles I worked internationally and have seen first-hand how important international trade policy and relations are.

I have led on Trade policy for the SNP, working with a broad range of international trade bodies and organisations. My team and I built strong relationships with key individuals and organisations and I would relish the opportunity to further develop those as Chair of the Committee.

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.

MPs to elect new Select Committee Chairs this week

The role of Select Committees within Parliament is significant, given the important duties they undertake to oversee government departments and policy implementation.

They have regular inquiries leading to significant and newsworthy reports and are widely respected both across Parliament and outside it. They also conduct visits out to the regions and nations of the UK or overseas, depending on their remit, and frequently engage with businesses, charities, community groups or trade unions.

Crucially, although the Committee Chair’s party is decided by ‘the usual channels’ of party whips, behind closed doors and in proportion to the make-up of the House of Commons at the 2019 General Election, the Chairs themselves are nominated and elected by MPs of all parties.

All MPs can vote in the Select Committee Chair elections that take place on Wednesday, 29 January.

As the Parliament Guide to Select Committees says: ‘House of Commons Select Committees are largely concerned with examining the work of government departments. Committees in the House of Lords concentrate on six main areas: Europe, science, economics, communications, the UK constitution and international relations.’

The House of Commons Select Committees must contain 11 MPs as members, which again tend to broadly represent the make up of the House of Commons, thereby guaranteeing a majority of Conservative MPs on each Committee.

The result of the ‘usual channels’ discussions were announced in early January as the Parly political journalism project reported, with the large Government majority meaning that the Conservatives will chair three more committees than the previous 2017 to 2019 Parliament: ‘Big government majority means Tories get three more than in the last parliament. They have taken @CommonsSTC from Lib Dems, @CommonsTrans and @CommonsEAC from Labour. SNP retain their two.’

On 9 January, the Conservative, Labour and SNP leaders tabled a motion splitting the position of chair of each select committee between them, after advice from the Speaker. This motion was agreed to by MPs on 16 January. It splits the committees as follows:

  • Defence: Conservative
  • Digital, Culture, Media and Sport: Conservative
  • Education: Conservative
  • Environment, Food and Rural Affairs: Conservative
  • Foreign Affairs: Conservative
  • Health and Social Care: Conservative
  • Justice: Conservative
  • Northern Ireland Affairs: Conservative
  • Science and Technology: Conservative
  • Transport: Conservative
  • Treasury: Conservative
  • Welsh Affairs: Conservative
  • Women and Equalities: Conservative
  • Environmental Audit: Conservative
  • Procedure: Conservative
  • Public Administration and Constitutional Affairs: Conservative

 

  • Business, Energy and Industrial Strategy: Labour
  • Home Affairs: Labour
  • Housing, Communities and Local Government: Labour
  • International Development: Labour
  • Work and Pensions: Labour
  • Exiting the European Union: Labour
  • Petitions: Labour
  • Public Accounts: Labour
  • Standards: Labour
  • International Trade: Scottish National Party
  • Scottish Affairs: Scottish National Party

 

The Backbench Business Committee must be chaired by a non-Government MP, while the chair of the Liaison Committee (which is made up of the chairs of other committees) is elected by its members.

Nominations for Select Committee Chairs close at 4pm on Monday 27 January and only contested positions will lead to a formal election between the different candidates. Candidates who are unopposed will be elected automatically.

A report by the Intelligence and Security Committee on alleged Russian interference in UK elections was heavily discussed during the recent general election, as the Government postponed the report’s publication. Whilst this Committee is not a formal Select Committee, it is elected differently as its members are drawn from both Houses of Parliament and its Chair is elected by its members.

The Committee has a ‘statutory responsibility for oversight of the UK Intelligence Community’ and it too will shortly have a new Chair, as previous Chair Dominic Grieve was not re-elected in the General Election, having left the Conservative Party and failing to be re-elected as an Independent.

To use a prominent example the previous Chair of the DCMS Select Committee and one of the candidates standing for re-election this week, Damian Collins regularly speaks our on relevant issues such as the future of the BBC, which he says needs to ‘needs to both deliver value for license fee payers and meet the challenge of the new platforms like Netflix’ and on keeping children safe online. He also attended the launch event for Vuelio’s ‘The Politics of Social Media’ report, where he warned that social media was ‘coarsening the public debate’ and potentially posed ‘a threat to our democracy—and we should not accept it’.

Vuelio has put together a briefing on the election of Select Committee Chairs which is available here.

EU Copyright

Industry welcomes EU Copyright Law update

The Government’s decision not to implement the EU Copyright Directive in light of the UK’s upcoming departure from the EU has been welcomed by the CIPR and PRCA.

The reforms, required to be implemented by EU member states by 7 June 2021, will see accountability for breaching copyright placed on companies that host the distribution of offending content – publishing companies, PR agencies, digital video networks and more. Negatives raised by those working in the media included the possible stalling of online engagement and the stifling of opinion on current events – the main tools of both journalism and public relations.

The move away from implementing the EU Copyright Directive in the UK, judged ‘a step backwards for internet freedom’ by the CIPR and a threat to ‘the core principle of access to information’ by the PRCA, is a positive for the PR industry and the media at large.

‘Users of copyrighted content have an obligation to the right-holders but these reforms are not the answer’, said CIPR CEO Alastair McCapra. ‘They are disproportionate to the benefits they will derive, fail to solve the issues around copyright online while negatively impacting internet-based businesses and the way we all use the internet.

‘We welcome the Government’s decision on this matter and would now urge them to publish details of how the UK intends to manage digital copyright whilst protecting against piracy.’

‘The Government’s decision not to implement the Directive is a huge relief for communications professionals in the UK,’ said PRCA head of communications Koray Camgoz. ‘In its current form, the Directive threatens paralysis on creative businesses that rely on the freedom and democracy of information on the internet.

‘We will always fight the corner of PR professionals threatened by these draconian laws and will continue to campaign passionately against the Directive on behalf of our members in Europe.’

Read the full statements on the decision from the CIPR and the PRCA, and click here for more on the impact the EU Copyright Directive and Article 13 could have on how news is shared and reported.

Creative Shootout winners 2020

Empathy, estate agents and a homeless epidemic – The Creative Shootout 2020

Last night The Creative Shootout took over Picturehouse Central for the live final, which saw eight agencies take to the stage, pitching for homeless charity Crisis.

Crisis is well-known for its hugely effective Christmas campaign with a mission to end homelessness for good. The brief it brought to the agencies competing in this year’s Creative Shootout set out to challenge their creative minds and shift the perception of Crisis being a Christmas charity to one that works all year round. Focusing on 18-34-year olds, the campaign ideas were required to galvanise the public and shift their belief that ending homelessness is an impossible goal.

At lunchtime, the teams were presented with the brief and given just four hours to come up with a stand-out campaign before pitching their ideas in just 10 minutes to an audience of 350 PR professionals and creatives.

The pitches ranged from renting out doorsteps and sofas on Rightmove to FleishmanHillard Fishburn’s ever increasing bank of real-life stories about homelessness 365 days of the year. Wavemaker and Alpaca came up with campaigns that tapped into the needs of ‘Generation Rent’ utilising popular housing websites such as Zoopla and Spareroom, while Fever PR took it to the next level creating their own estate agents, Fauxtons, with real-life pop-up venues around the UK.

Empathy played a big part in all the campaign pitches with Haygarth using the shocking fact that a family is made homeless every 13 minutes and asking the public to give up just 13 minutes of their time to help those who are homeless, from hairdressers offering free cuts to partnering with footballers to donate 13 minutes of their wage.

TracyLocke came at the brief from a different angle and based its campaign around the idea of treating homelessness as a virus outbreak; they even gave it a Latin medical name, ‘Profugo Populus’.

Asking the audience to observe the flag at the start of their pitch, the team from Grayling took inspiration from a place that has ended homelessness: Helsinki.  With a clever tag of #FinnishTheCrisis and using the Finnish people to share their story of how they got rid of homelessness, they created the idea of the world’s first digital march, spreading the message across media sites, news and partner websites.

Taking home The Creative Shootout crown for its heartfelt and moving pitch was Epoch Design. This was its first time entering the competition but the campaign to give the homeless back their voice won the judges over. Engaging directly with a millennial audience, Epoch Design put the ‘invisible’ to the forefront with open mic nights with only homeless performers and a podcast channel that would give them a voice.

Epoch Design will get to run its winning campaign with Crisis as well as a range of partners and Crisis’s existing agency network.

We are proud to show our continued support for this fantastic event, which encourages creativity across the industry. Well done to everyone who took part and congratulations to Epoch Design!

Laura Sutherland

PRCA appoints Laura Sutherland as PRCA Scotland Group Chairman

PRCA has appointed Aura PR chief and #PRFest founder Laura Sutherland CMPRCA as its Scotland Group chairman.

Laura will work with national coordinator Wilma Littlejohn MPRCA and vice chair and ORE Catapult head of communications Lee Madigan on the committee.

‘Lee and I are really looking forward to working with Laura,’ said Wilma. ‘The new strategy in Scotland will be to expand upon how we engage with our members and other trade organisations to benefit the wider PR and communications profession.’

With work across the CIPR at a UK national level and her work with PRCA at Scottish national level, Laura will focus on the coordination of activity across various membership organisations across Scotland. To start: a survey to better understand the needs of Scottish members concerning professional development, ethics, leadership and strategy.

‘Let’s crack on with being more brave, committing to professional development and pushing the Scottish industry forward,’ said Laura of her ambitions for developing what the PRCA has already achieved in the area. ‘The opportunities are huge and we shouldn’t waste any time in achieving our full potential.’

PRCA director general Francis Ingham MPRCA added: ‘As everyone who has been to #PRFest over the years knows, Laura Sutherland is a one-woman PR dynamo! We’re delighted that she is our new Scotland chairman and looking forward to further strengthening our offering to Scottish members’.

Laura is a previous winner of the PRCA Dare Award for PR Consultant of the Year (for 2018 and 2019). More on her appointment, and the Scotland Group, can be found on the PRCA website.