Autumn Statement 2022 predictions

Autumn Statement 2022 predictions

At the Autumn Statement on Thursday, the Chancellor will set out tax rises and spending cuts totalling £60bn, roughly divided into £35bn of spending cuts and £25bn of tax rises.

Here is what you can expect:

Tax, Pensions and Benefits

Last week, the Chancellor and the Prime Minister met to plan this month’s Autumn Statement. It looks like they will bring ‘stealth’ increases in income tax and National Insurance by freezing the thresholds at which people start to pay different rates. It was already expected that the two thresholds would be frozen until 2026, but the new plan sees this being extended for two years or even longer.

While it was previously understood that Sunak and Mr Hunt have ruled out increasing the rates of income tax, National Insurance and VAT, as to do so would breach the Conservatives’ 2019 manifesto, there have been reports that they might increase the number of people paying the highest rate of income tax by lowering the threshold from £150,000. However, the Treasury has ruled out changes to higher-rate pension tax relief, over concerns it could disincentivise people to save and would hit middle earners.

Government officials said Jeremy Hunt was drawing up plans to extend a freeze in the inheritance tax ‘nil-rate band’ from 2025-26 to 2027-28. It is also understood that the pension lifetime allowance is set to be frozen for two more years, with a rise in line with prices delayed from 2025 to 2027. The approach comes with the future of the pensions triple lock, still hanging in the balance. Mr Hunt could decide that pensions should only rise in line with earnings rather than the current 10.1% inflation rate. Another big decision for Chancellor and the Prime Minister is whether to raise benefits in line with inflation. There have been reports that Rishi Sunak will bow to pressure, however, a Government source stressed no final decision had been made, so a real-terms cut could still happen.

It seems like Treasury officials are examining whether the Autumn Statement could include changes to non-dom status and moves to raise taxes on dividends by cutting tax-free allowances. Changes could include reducing the time period over which high net worth individuals can avoid tax on their worldwide income. The Chancellor could also cut the tax-free threshold for shareholders’ earning from dividends from the current level of £2,000. Jeremy Hunt has also been asked to consider changes to capital gains tax, which has the potential to bring in billions if it were changed to match income tax rates.

Moreover, it looks like No.10 and No.11 have returned to discussions about allowing local authorities to raise more in council tax by removing a requirement to hold a referendum if they are increasing it by more than 2.99 per cent. A Government source thought Sunak and Hunt would ultimately reject the plan, but said the fact that it was being discussed again made it more likely than before.

Capital Spending

All capital spending is under review, with a view to making billions in savings on infrastructure projects. No 10 denied reports that plans for the new Sizewell C nuclear power station could be scrapped, but big energy projects along with every other major infrastructure plan such as HS2 and Northern Powerhouse Rail will have costs reviewed. The biggest ticket item under threat appears to be the northern rail scheme, which was a manifesto promise in the 2019 election. Asked whether HS2 could also be subject to cuts, the Levelling Up Secretary Michael Gove said: ‘I am sure everything will be reviewed.’ This came as the head of the HS2 expressed confidence that that project would not face cuts.

Health

Having made repeated references to the need for ‘difficult decisions’, Prime Minister Rishi Sunak and his Chancellor are expected to announce at least £35 billion pounds in spending cuts.

However, with public support for the NHS so high – and the service already stretched to a breaking point – any significant cuts to the health service would likely prove unpopular. Sunak has said in Cabinet that health spending would not be cut and that he ‘would always support the NHS and that it would continue to be prioritised as difficult decisions are taken on spending’, however the NHS will be expected to ‘find efficiencies’. An important issue will be public sector pay, with speculation that that pay rises could be limited to 2% for 2023/24, despite inflation being over 10%. This would likely anger unions representing workers from across the NHS, who are threatening to walk out over below inflation pay deals. The specificities of pay deals will not be decided until next year, though the Autumn budget is likely to give a good indication of how much money the Department of Health and Social Care will have to work with.

Energy

Following former Prime Minister Liz Truss’s introduction of the Energy Bill Relief Scheme and news that the scheme will change following 31 March 2023, it is expected that further details of the Government’s plans will be announced in the Autumn Statement. The Chancellor has already explained that ‘any support for businesses will be targeted to those most affected and the new approach will better incentivise energy efficiency’.

There are renewed questions over whether the current windfall tax on oil and gas companies will be extended, whether that is increasing the temporary levy, the time frame and/or extending the tax to electricity suppliers. Mounting pressure comes from reports of more record-breaking oil and gas profits in the last few months.

International Development

The Government notified the International Development Committee at the start of the month that the FCDO’s temporary pause on non-essential ODA spending would be extended to 17 November. The question will be whether the suspension will be extended beyond the Autumn Statement, especially in light of future Foreign Office funding commitments made at COP27. The proportion of spending will only be restored from 0.5 to 0.7% once the Government is not borrowing for day-to-day spending and debt is falling.

Home Office

The UK Government had previously announced that the IR35 regime reforms were to be repealed from April next year. Chancellor Hunt announced in his statement on the 17 October that these repeals will no longer be going ahead, scrapping Kwarteng’s previous plans, meaning the current IR35 regime will stay. Staffing companies and end clients will continue to be liable for personal service company (PSC) contractor tax and, given HMRC’s likely refreshed focus on enforcement, should keep going with their procedures relating to determination of the IR35 tax status of PSCs. The UK seems likely to face a period of greater-than-expected economic uncertainty and this will put pressure on the revenues and profits of many involved in the use or supply of contingent workers, as well as potentially impacting the right to work checks for employees through the Identification Service Provider method to check passports of non-nationals. If the Government is serious about the status of this, Jeremy Hunt’s Autumn Statement will address this.

Science and Technology

In an attempt to demonstrate a return back to serious financial management of the economy and the tax system, it is rumored that the Government may overhaul Research and Development (R&D) reliefs. R&D reliefs are used to support companies that work on innovative projects in science and technology and can be claimed by those that seek to research or develop an area in their field. The rumored overhaul could therefore impact the UK’s position as a global science and technology superpower.

Education and Skills

The Prime Minister so far vowed to protect only one area of spending, the NHS, meaning education could face much deeper cuts. This is put into context by research by the Institute for Fiscal Studies showing the costs faced by schools are by more than economy-wide inflation.

However, in keeping with the Conservative Government’s focus on skills over the last few years, it has been reported Sunak is preparing a radical set of reforms to transform the nation’s education system, including a British baccalaureate and a network of technical institutes to transform vocational training. This approach contrasts his predecessor Truss, who neglected to address skills in her plan for growth, and follows a recent Education Committee session on the International Baccalaureate. This builds on his leadership campaign pledges over the summer, which included requiring all pupils to continue to study core subjects like English and Maths.

His campaign pledges for education also covered other areas of education; to build on the Early Career Framework and improve professional development, establishing a new headteacher shadowing programme and giving the DfE a ‘new mandate to explore how more digital technology could be used in schools, building on the Oak National Academy, to provide teaching resources, and use AI to reduce workload outside of teaching time’. However, given the pressures of this budget and the heavy investment on skills, it is unlikely other parts of the sector will experience the same focus as the 16-19 landscape.

Defence

The Defence Secretary has denied threatening to resign if the Chancellor didn’t maintain the commitment to spend 3% of GDP on defence by 2030. At a meeting of the Defence Committee meeting, Ben Wallace said he would instead be fighting for as much money as he could get for defence. He described the target as an ‘aspiration’ and would later complete the roll back on the target, saying he would like there to be a real terms investment in defence but conceded he would like the country to meet the 3% target at ‘some stage’, with acknowledgement that there is a new Prime Minister and new Cabinet.

DCMS

With a plethora of competing issues to contend with this year, the Budget is unlikely to deliver any big announcements for the Department for Digital, Culture, Media and Sport. A Whitehall source revealed earlier this month that ‘every department that tried to put bids in has been quite harshly rebuffed’ going on to specify: ‘If DCMS was asking about arts funding or whatever, that has been rebuffed’.

The sector has faced other funding woes of late; DCMS recently ordered Arts Council England to postpone its new three-year funding commitment to arts organisations, although it has since been announced that there will be £446m per annum available for ACE’s 2023-26 Investment Programme.

This follows the House of Commons Digital, Culture, Media and Sport Committee’s most recent report, which found that urgent financial support is needed for the sector as many organisations are facing an ‘existential threat’ from the cost-of-living crisis. The report touched on the Government’s levelling up agenda, a manifesto commitment, by suggesting the Government neesd to tackle geographical funding imbalances for arts and culture. However, links to the levelling up agenda have been drawn out in recent DCMS funding announcements, with Greater Manchester; the West of England and Cornwall and the Isles of Scilly; Norfolk, Suffolk and Cambridgeshire; Leicestershire, Derbyshire and Lincolnshire; Kent, Essex and East and West Sussex; and the North East of England all set to benefit from a new £17.5 million funding pot to help creative businesses expand their operations.

Whether indirectly or directly, arts organisations will need financial support if they are to survive the cost-of-living crisis this year, as many in the sector have pointed out.

Housing

With UK house prices falling at the sharpest rate in almost two years, the Government will be hoping the budget can stabilise the housing market. Many believe that the fate of market could determine the result of the next election.

Jeremy Hunt has reversed almost all the tax cuts set out in Kwasi Kwarteng’s mini-Budget. One of the only two elements that was retained was the cut to stamp duty in England and Northern Ireland. (Scotland and Wales have their own property purchase tax regimes). This means that the SDLT nil-rate band – the threshold below which Stamp Duty does not need to be paid – will be doubled from £125,000 to £250,000. First-time buyers, who currently do not pay SDLT on the first £300,000 on homes costing up to £500,000, will see the nil-rate band extended to £425,000 on homes costing up to £625,000.

During the summer leadership election, Sunak committed to tackling the problem of land banking, where housebuilders delay construction on sites earmarked for development in order to drive up property prices. He vowed to look at a new levy with the aim of boosting the number of new homes being built.

On retrofitting, the Climate Change Committee (CCC) and its Chairman Lord Deben wrote to Jeremy Hunt, stressing the need for urgent action on decarbonising buildings, through measures like loft and cavity insulation, and through a heat pump rollout. He wrote ‘The next two years should be a period for a concerted push to improve rates of loft and cavity wall insulation, draught-proofing and installing modern tools to manage energy use (such as smart thermostats, thermostatic radiator controls and smart meters)’.

Friends of the Earth head of policy Mike Childs said ‘Fixing the UK’s heat leaking homes will cut energy bills, help keep people warm, boost energy security and slash carbon emissions. The Chancellor must recognise this in next week’s Autumn Statement by committing to investing at least £5bn annually on insulation over the coming years.’

For more news from the political and public affairs sector, sign up to Vuelio’s Friday newsletter Point of Order.

CIPR and Taylor Bennett Foundation launch reverse mentoring scheme

CIPR and Taylor Bennett Foundation launch BME Reverse Mentoring scheme

The Chartered Institute of Public Relations (CIPR) and Taylor Bennett Foundation have launched the PR industry’s first BME Reverse Mentoring Scheme. The scheme has been designed to educate senior PR industry leaders on the challenges practitioners from diverse communities face – it will run for over ten months and applications are now open.

CIPR x Taylor Bennett Foundation Reverse Mentoring Scheme

Those interested in taking part as either a mentor or mentee can find information on the scheme, criteria for application and how to sign up at the Taylor Bennett Foundation website. Applications close on 9 December 2022.

A successful pilot scheme paired senior leaders with Black, Asian and ethnic minority PR professional mentors to highlight the important role of inclusive cultures and allyship. Participants came from organisations including Netflix, Imperial College London, Google and Cardiff University Centre as well as agencies Four Communications, Cicero, Brands2Life and more.

The CIPR’s D&I Network chair and head of Healthcare Europe for 3 Monkeys Zeno said: ‘The BME Reverse Mentoring Scheme was created as we strongly believed that senior leaders needed to take responsibility for creating fairer, more diverse workplaces, but to do this they needed to appreciate the realities of being a person of colour in the UK PR industry.

‘Our pilot programme has shown that mentoring partnerships can result in valuable, honest conversations about the challenges, both personal and cultural, faced by those from minority backgrounds.

‘The scheme is not only building understanding but also shaping positive action. Mentees have already used their learnings to inform the D&I initiatives in their organisations to improve inclusiveness and representation. I’m excited to welcome mentor and mentee applications from those who are fully committed to making real DE&I change happen in the comms industry.’

Taylor Bennett Foundation CEO Melissa Lawrence said: ‘This programme has highlighted many positive things and we know the mentees can take what they have learnt to create a real lasting impact within their business. If you are a senior leader looking for thought-provoking conversations on the issues related to diversity in PR, then I encourage you to take part in this programme, to make a difference not just to your organisation but the industry.’

Apply to take part in the CIPR and Taylor Bennett Foundation BME Reverse Mentoring scheme here and find out more about the work of the foundation in this interview with CEO Melissa Lawrence as well as this accessmatters session.

For more on how much more the PR and comms industry needs to do on equity and inclusion, read our previous post on fair recruitment.

 

 

Media trends in November on ResponseSource

What are UK journalists writing about? Media trends for November

Did you know that it is just 47 days until Christmas? The festive season seems to have snuck up on us this year but journalists and media organisations have been planning their Christmas content since August. The ResponseSource Journalist Enquiry Service has seen a steady increase in festive-themed requests over the last few months – here is a deep dive into what exactly the UK media were researching in October and are writing about now.

Sign up for the ResponseSource Journalist Enquiry Service to start receiving requests from the UK media straight to your inbox.

The Journalist Enquiry Service enables the media to ask for exactly what they want from PRs, and around 17% of those submitting requests in October used the word ‘Christmas’. Particularly popular phrases were ‘Christmas gift guide’, of which there were 7%, and ‘advent calendars’, which made up just over 2%. These demands are only going to increase throughout November and probably into the first few weeks of December too, giving ample opportunity to get products out to the press for review and write-ups.

Keyword phrases for October

However, Christmas isn’t just about the presents. Food and drink is a massive part of the day and as a category on the service it saw a 5.5% rise from last month and was the second most popular category of enquiry for journalists. There were numerous Christmas requests within this and enquiry summaries varied from ‘Looking to hear about and sample the best non-alcoholic spirits for Christmas’ to ‘Looking to speak to a chef/foodie on what Christmas dinner items you can cook in the air fryer’.

The media is also finding different angles to cover the festive season including Christmas decorations. Consumer magazines banked plenty of responses from PRs with ‘Best Christmas and ‘Christmas hallway decorating ideas’ requests.

The other trend around Christmas requests in October came from both sustainable and low-cost viewpoints due to the cost-of-living crisis.

This ‘environmental angle got plenty of help for its journalist and the consumer title they write for:

‘I’m looking for suggestions for having a greener Christmas – from the most eco-friendly tree, gift-wrap and decorations (and recycling them afterwards) to sustainable gifts that will really make a difference.’

While this high-profile national press website wanted to connect with those planning Christmas on a budget:

‘Urgently seeking to speak to people who may be cutting back on Christmas this year amid cost-of-living crisis – whether that’s having a smaller budget for presents, cutting back on buying new decorations, having a smaller Christmas dinner with family, etc.’

The cost-of-living angle has been a big focus for the last few months – around 3% of all requests from journalists used this key phrase. Breaking this down further, 44% of those enquiries have come from the National Newspaper/Current Affairs media type. This has included titles such as The I paper, the Daily Express, Metro and The Guardian.

JES Keywords by media type

National press journalists have tended to focus more on getting experts and case studies to talk about issues such as the energy price cap, rising interest rates and the impact on certain industries such as the food sector. This has resulted in categories like Manufacturing, Engineering & Energy increasing by 23% compared to September’s flurry of requests.

Cost-of-living reporting is big among journalists writing for consumer media – 20% of requests used this key phrase, sending enquiries for more information, advice and tips on how to save money or reduce costs in the home. The Home & Garden category has seen an increase (6%) in use by journalists since September.
Radio and television have also been busy covering the crisis and made up 12% of requests in October. These tended to be more for personal case studies and secure location/venues to film at. 5 News and ITV News were among those broadcasters.

‘We are looking for a restaurant/takeaway affected by the cost-of-living crisis for a filming opportunity tomorrow. Especially interested in businesses which tend to use a lot of energy in the kitchen such as working with large ovens or fryers.’

The political instability in October had a major effect on the property market with mortgage rates rising rapidly – as a result, 2% of all journalist enquiries in October contained the keyword ‘property’. It was an even spread among the media types, with 36% coming from Consumer Media, 34% from National Newspaper/Current Affairs and 22% from Trade/Business/Professional media. Requests varied from seeking mortgage/property experts to case studies of first-time buyers to information on whether house prices would crash next year.

The Journalist Enquiry Service as a whole for October was used predominately by Consumer Media (35%) followed by National Newspaper/Current Affairs (24%) and then Trade/Business/Professional Media (18%). Staff journalists make up just over a half of users, at 55%, with freelance journalists back at 24%. Enquiries are predominately for a Spokesperson or Expert (35%) with Information for an Article at 24%, Review Products just behind on 22% and then Personal Case Study on 10%. Six of the top ten outlets using the service are national press.

November is likely to see Christmas requests increase even further while the cost-of-living crisis continues to be topical and should prove popular again with the Manufacturing, Engineering & Energy category as well as Personal Finance and Business & Finance. Charity sector PRs could be in demand in the next few weeks with Movember and Alcohol Awareness Week from 15 to 21 November. The ResponseSource Journalist Enquiry Service team also expect to see a significant amount of requests around Black Friday (25 November) which should see a spike for the Retail & Fashion category.

Want to receive requests like these from journalists writing about your topics of interest and expertise? Check out these 6 reasons to stop searching #JournoRequest and start using the Journalist Enquiry Service.

The Good PR Pitching Guide

The Good Pitching Guide for PRs

Bad news first: there is no one set of rules for successful pitching into the UK media.

The good news: most journalists are very open and upfront about the kind of pitches they are interested in receiving from PRs.

Here are seven very specific requests, tips and ‘more please’s from journalists featured in our Vuelio Media Bulletin – take note on how to give good pitch to journalists writing about general lifestyle topics, science, health, sport, disability, inequality, psychology and more.

How to pitch to Angela Malin, editor-in-chief of About Time Magazine and They Started It podcaster

‘Email me! Always. With a succinct subject line. Please don’t call me, it freaks me out. And only WhatsApp in an emergency (is there ever really an emergency in lifestyle journalism?).’

Read the full interview with Angelica on her topics of interest and what went into her book ‘Unattached: Essays on Singlehood’.

Punteha van Terheyden, Lacuna Voices editor and freelance journalist

‘Please email me directly. And if I’m not on your subscriber list for real life case studies and press releases (women’s interest, health, legal, relationships, etc.), please add me! You can see my portfolio of articles on my website.’

Read the full interview for even more pitching tips from Punteha, author of ‘The 10-Point Pitching Plan’.

Lydia Wilkins, freelance journalist and podcaster with Conscious Being magazine

‘The best way to get in touch with a story or other opportunities is to not email me, but to wait for specific callouts that I post on Twitter.

‘My inbox is… messy at the best of times, and things get lost, technology being technology. Twitter means I can reply as quickly as I can.’

Read the full interview for Lydia’s thoughts on diversity in journalism and inclusivity in storytelling as well as information on her book ‘The Autism Friendly Cook Book’.

Henry Gee, Nature’s senior editor, biology

‘You can contact me through my book website. My agent is Jill Grinberg at Jill Grinberg Literary Management – you can email her through the same web page.’

Read the full interview for more on Henry’s experiences throughout his 30 years in science publishing as well as information on his book ‘A (Very) Short History of Life on Earth’.

Dr Josephine Perry, Cycling Weekly features writer, freelance journalist and sports and performance psychologist

‘I love getting story ideas or great case studies. I’m always looking for interesting things happening in sport, high performance or psychology. Any books on high performance or those written by athletes are great to receive for my website review section. Email me, or find me tweeting (far too much) @josephineperry.’

Read the full interview for advice on being successful in all your endeavours (including pitching to the media) as Dr Josephine talks about her book ‘The Ten Pillars of Success: Secret Strategies of High Achievers’.

Saba Salman, Community Living editor and freelance journalist

‘I’m interested in reporting the experiences and talking to people we rarely hear from, like someone who has a profound disability, or their family, or health and care support staff. I’m also interested in covering the stories of people for whom the cost-of-living might be harsher because they face multiple barriers or disadvantage, for example, due to race and disability.’

Read the full interview to find out more about Saba’s reporting of the cost-of-living crisis and disability issues for outlets including The Guardian, The Independent and Byline Times.

Sophie Smith Galer, senior news reporter for VICE

‘I’ll be honest – it is very rare that my stories come from press releases. But if you have something connected to gender violence, health misinformation, online extremism or the climate crisis and it’s about something going on in Europe, the Middle East or Africa you can email me.’

Read the full interview for how Sophia utilises TikTok as a reporting and sourcing tool and her book ‘Losing It: Sex Education for the 21st Century’.

Find out more about all of these journalists with the Vuelio Media Database and keep up with movements across the UK media by signing up to the twice-weekly Media Bulletin for PRs and journalists.

Even more tips on pitching to the UK media can be found in our white paper ‘How to Pitch to Journalists’ – download it here.

Crisis in the NHS Workforce: Government and Stakeholder Responses.

Crisis in the NHS workforce: Government and stakeholder responses

Winter is always a challenging period for the NHS, but this year may prove particularly difficult with patient backlogs at an all-time high and services stretched to the breaking point.

In addition to this, the sector is potentially set to experience an unprecedented wave of industrial action, with the Royal College of Nurses having just concluded a ballot for strike action of its 300,000 members for the first time in its 106-year history, after rejecting a below inflation pay offer by the Government earlier this year. The BMA estimates that because of inflation, doctors have had a 26% real terms pay-cut over the past decade and junior doctors are preparing for a ballot of members in early January in a call for pay restoration. UNISON, Unite and the GMB are all balloting members working across the healthcare sector; including porters, cleaners, paramedics, ambulance drivers and health care assistants.

These developments are not completely unexpected; earlier this year after hearing evidence from professionals across the sector, the Health and Social Care Select Committee concluded that ‘the national health service and social care sector are facing the greatest work force crisis in history’.

What are the underlying causes of the workforce crisis and what are politicians pledging to do in response?

The chronic workforce shortages within the NHS have more than one cause. For example, the impact of Brexit cannot be underestimated, as the number of healthcare staff immigrating from EU countries has plummeted. The NHS has always relied heavily on immigration and to an extent, gaps in the workforce have been plugged by professionals coming from outside the EU. However, there are still an estimated 132,000 unfilled vacancies which are placing an increasing strain on overstretched services.

In response to the crisis, the Government has promised to recruit 50,000 extra nurses by 2024, yet new analysis by the Kings fund suggests that while they are on track to meet their targets, demand for nurses is still far outstripping supply. The problem is that nurses and other healthcare professionals are leaving the NHS at roughly the same rate they are being recruited, recent research by the Nuffield trust suggests. Furthermore, the nurses who do leave are often more senior, leaving the work force lacking in clinical skills and experience.

Labour has remained evasive about its position on the strikes. Shadow Health Secretary Wes Streeting has said that industrial action would ‘certainly not’ be ‘in the best interest of patients, and it’s not in the interest of the NHS’, and refused to commit to nurse’s demands for above inflation pay rises. However, he also said he sympathised with NHS workers going on strike and said that ‘staff feel [that] their back are against the wall and they no longer have any choice’. Streeting has also pledged that Labour will ‘train a new generation of doctors, nurses and midwives to treat patients on time again’ paid for by abolishing non-dom tax status.

Stakeholders warn that a narrow focus on recruitment fails to address the underlying cause of the crisis and that in order to save the NHS, the Government must take measures to improve staff retainment. Chronic under-staffing creates a vicious cycle, as it causes existing staff to be forced to work unpaid overtime, and therefore more prone to burnout. The Health and Social Care Committee recommended a radical review of staff working conditions in order to prevent workers leaving; proposing measures such as flexible working options, basic staff facilities provided at hospitals childcare arrangements and, most crucially, an above inflation pay rise.

Tackling the immense challenges the NHS faces will require serious long-term planning, and yet the 15-year NHS Workforce Strategy – promised under former Health Secretary Sajid Javid – shows little sign of being published. Saffron Cowdrey, chief executive of NHS Providers, which represents NHS trusts across the country, urged the new Health Secretary to prioritise ‘tackling severe workforce shortages with a long-term, fully costed and funded national plan to secure for the NHS the staff it desperately needs…without which, patients and staff will continue to suffer’.

Following Rishi Sunak’s election as Prime Minister, Steve Barclay has been reappointed Secretary of Health and Social Care – after being out of the role for just one month during Liz Truss’s brief time in premiership. Barclay responded to topical questions about workforce shortages in the House of Commons on Tuesday, promising to boost recruitment ‘across the clinical workforce – whether we are talking about dentistry, nursing, social care or doctors’. He refused to comment further on questions about pensions or the long-term workforce plan, and we will likely not hear more fleshed-out policy announcements until after the Autumn Budget on 17 November.

For more news from the political and public affairs sector, sign up to Vuelio’s Friday newsletter Point of Order.

How to support your staff during the cost-of-living crisis

How to support your staff throughout the cost-of-living crisis

This is a guest post from Laura Oliphant, CEO of Stand, on what companies can be doing during the cost of living crisis.

Any help given to staff during situations like Covid and the cost-of-living crisis needs to be part of a positive and genuine work culture. As we enter the tougher winter months and energy and food prices soar, companies need to ramp up their employee support, going beyond free drinks and gift vouchers. Support has to be meaningful – nothing lands as badly as a token gesture, or support not awarded fairly across the business.

At Stand we aim to support our team from the day they start work with us, but as the cost of living continues to rise, we recognised more was needed. We decided to give a one-off payment to our staff. £800 split across two payments in October and January 2023 for those earning up to £30,000, and £500 for those earning over £30,000. Feedback on the payment was universally well received, particularly because it was announced months before government support was confirmed.

Alongside financial help, we introduced a number of smaller gestures in the office, including increased fruit and snacks, and additional breakfast supplies.

But support for teams must go beyond one-off gestures. We are constantly challenging ourselves to come up with new ways to show our team they are valued. We understand life can be tough, especially during times like Covid. After three lockdowns and other restrictions of the pandemic, we wanted to give our team better balance at work. Initially, we trialled a nine-day fortnight where every two weeks, everyone at Stand had an off day to spend how they wish. This has now been adapted into a 1pm Friday finish where we are encouraging our team to start their weekend early, or use the afternoon to do something creative or good for their wellbeing.

Wellbeing is particularly important for us at Stand. In addition to our annual £250 wellbeing allowance, we have trained mental health first aiders, free counselling and discounted gym membership and equipment through our private health cover. Everyone has a day off on their birthday, 2.5 volunteering days, creative time off to seek inspiration and the chance to take a sabbatical after three years of service.

The most important advice I can give alongside consistency and fairness, is introducing support and benefits that are co-created. Listen to feedback and try to read the room so you introduce support before people say they need help. But also have realistic expectations. Having a positive culture, a strong suite of benefits and giving extra support is not a silver bullet to recruitment and staff retention, but it is the right thing to do.

For more on the cost-of-living crisis and its impact on the PR and communications industries and their audiences, download our white paper Communicating the cost-of-living crisis… A guide for charities and the third sector.  

Digital PR with Vuelio

4 tips for mastering digital PR

PR has changed a lot since the early days of clippings books, printed features lists and heavy media directories either weighing down office shelves or stacked up under desks.

If you are very early in your PR career, you might not know what any of those very 80s/90s extremely cumbersome things even are – and lucky for you, you don’t have to. We are now firmly in the era of digital PR, so here is advice from Connective3’s guide to digital PR to help you navigate this Brave New World and nail it, too.

Download the full Digital PR Starter Pack from Connective3.

1) Learn from the best

The wonderful thing about working in the creative industries is that inspiration can come from anywhere – but industry-based inspo is particularly useful.

Keep up with big news happening in the wider PR, marketing, comms and media industry by signing up for newsletters from outlets like PRWeek, Campaign, The Drum and Vuelio to make sure you are always in the loop.

Want extra insight from industry leaders? Some extra advice from us – check out these 10 Top UK PR Blogs regularly sharing takes on new campaigns from big brands, as well as emerging trends you need to be aware of. And even digital PRs can benefit from more traditional publication formats – here are the best books for PR professionals to read.

2) Brainstorm

Blank pieces of paper, empty whiteboards and the open expectant faces of colleagues and clients – terrifying and not exactly conducive to creative thinking and ideation.

Connective3 recommend breaking down your brief before diving headlong into brainstorming. Remember at school when teachers would recommend reading all of the questions before starting your answer? Same thing here – decide where to start by reading over the key information first and keep your ‘why’ at the centre of your mind. Remember that no idea is ‘bad’ and try different approaches – writing, talking, different team combinations and session formats.

3) Download some data

Data can not only back up the points you are looking to hit in campaigns or content but can also help during the planning and post-campaign measurement phase.

Connective3 has suggestions for data sources you can tap including the Office for National Statistics (ONS), Freedom of Information Requests (FOIs) and YouGov while we can also recommend Media Monitoring (we happen to have that) to see how different media channels are reporting on your topics of interest. Social listening tools like Pulsar can also track the online conversations of your intended audiences.

4) Newsjack

With advice from industry greats, knowledge of what is happening in the wider industry, good ideas and decent data, it is time to find a hook for your story. Newsjacking, also known as reactive PR, is a useful skill for connecting your message to an issue already in the minds of the public and being covered by the media.

The Digital PR Starter Pack has a full list of Dos and Don’ts to take note of before you start newsjacking, but the basics just happen to be the building blocks of PR.

Back in the analogue days, much was done with press releases and/or the offering of expertise. Digitalisation has not changed this as a PR approach, especially for newsjacking.
Ready a calendar of events and awareness days happening throughout the year that campaigns can be pinned to. Alongside your calendar, prepare press releases with useful hooks and relevant links to the news you are hitching your story to as well as information journalists, broadcasters and influencers will need when reporting. Finally, ensure you share your releases with those who will find them useful – a media database can help.

Expertise is a valuable commodity for the media – in addition to the trusty press release, there are other online options for offering it out. Services like the ResponseSource Journalist Enquiry Service enable PRs to connect with journalists asking for expert comment in specific niches, with no need for dragging out those dusty media directories of old.

Check out more advice from Connective3 in the Digital PR Starter Pack

Prime Minister Rishi Sunak Summer Policy Pledges

What can we expect from Prime Minister Rishi Sunak? Summer’s policy pledges

Rishi Sunak has officially become Prime Minister after being invited to form a Government by King Charles. He did not make any policy pledges during the four-day contest, give any speeches or media interviews which means that his unsuccessful battle against Liz Truss to replace Boris Johnson over the summer remains the best indication of his policies. Below you can find the main policy pledges made during the summer:

Tax

Sunak said he would not cut taxes until inflation is under control [BBC News]

As Chancellor, he raised National Insurance by 1.25p in the pound, a policy he defended throughout the campaign as necessary to fund health spending [BBC News]

Sunak also announced plans to cut the basic rate of income tax from 20% to 16% by 2029 in what he described as the largest cut to income tax in three decades. He said ‘it is a radical vision but it is also a realistic one’ [Bloomberg]

He has repeatedly said he would prioritise bringing down inflation before cutting taxes if in the role of PM. He has said he would introduce more targeted support for households, and has promised to reduce VAT on domestic energy bills from 5% to zero and to cut 3p off income tax by 2029 [BBC News]

Sunak planned to scrap VAT on energy bills. He was planning to implement a temporary measure to save the average household £160 [Sky News]

Health

Sunak planned to eliminate NHS one-year waiting times by September 2024 and bring down overall numbers by 2023. As part of a number of measures, he is promising to offer more diagnostic services such as MRI and CT scans in repurposed empty high street shops [BBC News]

He pledged to fine patients who miss GP appointments £10 [Sky News]

He pledged to reform dentists’ NHS contract, and ringfence the annual £3bn NHS dentistry budget [BBC News]

Education

Sunak wanted to introduce a ‘British Baccalaureate’ that would see students study maths and English beyond GCSE, in a bid to follow the model of other countries where maths must be studied until 18. Expressing his belief that the current A-level curriculum is too narrow and does not prepare young people for future employment, he also said he would create a ‘Russell Group’ of technical colleges to provide an alternative to universities [The Telegraph]

He pledged to set up a multibillion-pound science research programme, following the exclusion of British scientists from EU funding. He said that he would create a British version of Horizon as a row continues with Brussels over access to the EU’s £80bn funding programme [The Times]

He highlighted the risks China potentially poses, saying he will close all 30 of China’s Confucius Institutes in the UK [Sky News

Welfare State

Sunak previously promised to be ‘much tougher’ on how the UK’s benefits system works as Prime Minister, suggesting that he would force unemployed claimants to take jobs when they become available. He said that this would help businesses which are currently struggling to fill staff vacancies [The Telegraph]

Brexit

Sunak said he would task a Brexit minister, and a new Brexit Delivery Department, with reviewing all 2,400 EU laws transferred over to the UK statute book after the UK’s exit from the bloc as well as prioritising business tax cuts [inews]

He expressed support for going ahead with the Northern Ireland Protocol, but said that the legislation will take a long time to come into force [Belfast Telegraph]

Climate

Sunak has been accused of undermining the Government’s climate policy after he vowed to boost the production of oil and gas in the North Sea. Sunak said as Prime Minister, he would immediately order a new licensing round for oil and gas drilling permits, with a further round from 2024. Climate campaigners said that the proposals would go against the legal target of cutting emissions to zero by 2050 and is inconsistent with Sunak’s plan to act on climate change [Independent]

Transport

Sunak has pledged to ban new all-lane smart motorways and clamp down on rip-off rogue private parking fines. The former Chancellor said he would ‘end the war on motorists’ by reviewing low-traffic neighbourhoods that shut off streets to general traffic, arguing that ‘many local residents are currently concerned that LTNs have led to difficulties for emergency vehicles such as ambulances’ [The i paper]

Scotland

The incoming Prime Minister has promised to increase scrutiny of the Scottish Government. Sunak has indicated that Scottish civil servants would face greater scrutiny from Westminster, with UK ministers required to be more visible in Scotland [Sky News]

He has also previously promised to do more to oppose Scottish nationalism. He promised Conservative members he would oppose the SNP with ‘an argument that speaks to people’s hearts’ if elected as PM [The Independent]

Civil Service

Sunak has committed to cutting Civil Service jobs as part of plans to address a ‘bloated post-Covid state’. The plans include cutting the ‘back office’ headcount by around 90,000 and changing pay rewards from being based on longevity to performance, including requiring senior civil servants to spend a year working outside of Whitehall if they want promotion. The plans would also see the return of the suspended fast-stream graduate recruitment programme and championing the use of apprenticeships [Evening Standard]

The former Chancellor suggested senior civil servants should have to spend a year in the private sector as a corrective to Whitehall groupthink. Under this policy, people running Government departments would be made to spend time outside the civil service, or at least outside of London [The Times]

Other

Sunak has vowed to slash the number of empty shops on high streets [Sky News]

He vowed to increase police powers to tackle anti-social behaviour in public spaces [Sky News]

He also previously announced plans to reform the Prevent anti-terror programme and has included ‘vilification of the UK’ as part of his definition of extremist views. He said that ‘There is no more important duty for a Prime Minister than keeping our country and our people safe’ but came under some criticism for allegedly misunderstanding the Prevent programme’s aims, conflating them with tackling non-violent extremism [The Independent]

Everyone has a podcast

Everyone has a podcast these days: 4 ways to be heard

While it feels like everybody has a podcast – you may already have at least three on the go in your spare time – there is no denying it is a valuable format. Podcasting is predicted to be a $4 billion industry by 2024, making it a platform with plenty of potential for brands and businesses with something to say. 

Considering starting a podcast, or want to steer a client in the right direction/away from producing something only their friends and family will listen to? Take advice from the experts. Here are tips from media professionals at brands including The Times, BBC Good Food and Women’s Running shared during this year’s Publisher Podcast Summit.

1) Be genuine

Unlike super-slick radio programming, podcasting should be more direct and friendly with listeners. Build a genuine bond with your community – or a useful parasocial relationship with the consumers you want to engage – with authenticity.

One instant way of doing this is to utilise existing camaraderie on your team, like Women’s Running editor Esther Newman, who found success and extra listeners by teaming up with co-host Holly Taylor for her podcast.

‘Your audiences will quickly become invested in you as people if they enjoy the conversations that you’re having,’ is Esther’s advice.

2) Branch out and do something different

Yes, there are many podcasts out there already. What gets attention in a noisy space is something you already know a lot about from your comms experience – telling a story in a new way.

A podcast is ‘a really powerful storytelling tool’ believes Big Issue’s future generations editor Laura Kelly. For Laura, the format provides a way to ‘reach out to marginalised voices’ and tell stories your audience may not have heard before, or provide a new twist on something they are familiar with. A podcast also allows for a deeper investigation and investment in a story:

‘You need a strong story with twists and turns,’ advises The Times and The Sunday Times podcast producer Will Roe. ‘It needs a decent central figure as well as an idea of the wider theme – what does this story actually mean?’

3) Turn off the business brain for a while

Building a following for a podcast is the same as building a community around any other form of content – too business-focused and you can lose the interest of those who took the time to tune in.

Approach a podcast as ‘a full package thing, rather than just a promotional tool to get your voice out there,’ says Wondery Media producer Theodora Louloudis.

The extra time and effort needed to produce a podcast can be a labour of love – an opportunity to flex muscles you may not otherwise get the opportunity to use during regular comms work.

4) Remember the audience out there

Recording a podcast can be an opportunity to showcase other communications skills and snap up new audiences… or a fast-track to self-indulgence and boredom for those listening in. Producing podcasts in isolation frequently leads to friendship groups thinking their conversations about cinema are of interest to those other than them. Frequently, they are wrong.

To avoid this pitfall, steer clear of giving the microphone to any team members who are overly keen to talk over others (we all know someone like that) and consider adding in plenty of guest speakers and interviews with people in your industry.

Alongside respected thought leaders, showcase those people ‘whose story has not been told, or who has got something really interesting to say that you might not have heard before,’ advises Janine Ratcliffe, deputy editor of olive magazine and BBC Good Food.

There are plenty of interesting voices to showcase out there and topics to cover, all while further building your brand in the background…

For advice on the benefits and pitfalls of parasocial relationships in communications and marketing, check out our overview of how big brands are doing it.

Not sure if podcasting or radio is the direction you want to go in for your brand and clients? Read this guest post from Broadcast Revolution’s Phil Caplin ‘Is radio or podcast better for your campaign?

Stakeholder Management

A guide to the benefits of Stakeholder Management

Every business and brand has stakeholder relationships that need to be tracked and nurtured. A centralised solution can provide teams with a press office, a central space to save and manage your messaging, a bank of key contacts, resources for issue and crisis management and readily available data for reporting back to your internal stakeholders.

This guide covers the principles and importance of stakeholder management and how SRM platforms can provide solutions for your current strategy and future approach, as well as help prevent any future comms disasters.

Press office management

1. Managing your press office

Fielding calls and emails from journalists, the public, your community, your colleagues – press office management should be part of any stakeholder management solution. This function provides a place to log and manage every interaction your brand and business has across the team, skipping over the possibility of information silos or missed connections.

Search previous and current engagements to find every logged conversation happening across your brand and keep the interaction going to deepen both the burgeoning and ongoing relationships key to your business.

Vuelio Enquiries

2. Managing your messaging

Even organisations with clear shared goals and firmly established brand personalities are at risk of incorrect messaging, outdated brand assets or tonally-wrong comms being shared by well-meaning team members without access to the latest documents. A stakeholder management platform provides a space for brand assets ready for sharing with co-workers and colleagues in company-wide internal communications as well as external media contacts and consumer bases.

To add to the press office function of contact and engagement management, a stakeholder management solution provides a convenient shared hub for building your bank of press releases, logos, images, email campaigns, relevant reporting and more. With easy access to these assets, those working on specific campaigns, or managing a crisis that needs a response, can share the relevant materials across the appropriate avenues.

Issues management

3. Shared banks of stakeholders

Gone are the days of relying on outdated and easily-broken Outlook and Excel spreadsheets filled with complicated data and formulas. Vuelio’s Stakeholder Database provides a shared repository for your internal and external stakeholders and groups.

Find contact details you need with simple searches and filtering. For gaps in memory, refresh yourself on the last interaction you had with certain contacts. Whenever you logged your last conversation with a stakeholder, Vuelio’s platform keeps a real-time overview of engagements and a detailed history of the interactions you save on each profile card.

Tracking engagement across your entire organisation can be made even easier with personalised customisations to your dashboard. By setting your dashboard to meet your needs and specific expectations, you can reduce the time spent searching for specific engagements and contacts… with no broken formulas or random reformatting to hold you back.

PR CRM

4. Crisis management

A centralised overview of all engagements and available resources is particularly useful for issue-based management in successful times. It is also vital for the more challenging times that may come for your business.

Where saving time, team effort and avoiding missteps is particularly important is crisis communications. While the hope, of course, is that crisis comms will not be needed any time soon, preparing for any eventuality is a must in the modern PR, public affairs, political and comms space.

To aid you in being ready for any issues that could crop up in the future, Vuelio’s unique module for issue management provides a connected hub for communications, media activities and all assets currently in place for specific projects or, if they happen to arise, problems.

Stakeholder management

5. Reporting back

For when it is time to report back to your internal stakeholders on the success of your external stakeholder engagement comms, management tools like Vuelio have a range of fully-customisable reports to populate with proof of your good work.

In fact, Vuelio Stakeholder Management can be accessed anywhere you can log on, meaning that whether you are meeting with internal stakeholders, regulators, industry bodies, the media, Government agencies or communities important to your sector, you can find the information you need to develop these relationships.

Demonstrate the value of your efforts and the reach of your messaging to your stakeholders now, and get ready for the future of your organisation with the ability to analyse areas for improvement and opportunity in preparation for your next big campaign.

For more on Vuelio’s solutions for public relations, comms, public affairs and politics, check out information on our products including Media Monitoring and the Vuelio Media Database.

Where is Liz Truss?

Where is Liz Truss and what will happen now?

At the time of writing Liz Truss has been Prime Minister for just under seven weeks and it has been a rollercoaster seven weeks. She finds herself in a situation where she is fighting for her job and the prospects of the Conservative Party.

Truss has lost one of her closest allies in Kwasi Kwarteng and has appointed Jeremy Hunt as her Chancellor. Hunt’s first major action was to undo almost everything Truss and Kwarteng had laid out in their mini-budget. She has now lost Suella Braverman as Home Secretary which granted is not for political reasons, however Braverman did not shy away from policy concerns in her resignation letter.

Truss now has two people in four of the great offices of state she did not feel warranted a seat at the Cabinet table. It is well documented that Shapps has been plotting against Liz Truss and has been openly criticising her, so it is hard to see this as anything other than a move to get influential MPs in the camp.

This is all before the situation that emerged on Wednesday night. Labour put forward the ‘Ban on Fracking for Shale Gas Bill’ and it has probably had more than the desired effect. The vote was classed as a confidence measure with a three-line whip meaning there could be severe consequences for those who don’t support the Government in the vote. Conservative MPs asked during the debate whether they would lose the whip to which the minister responding, Graham Stuart then declared it was not a confidence measure.

There have now been allegations of Conservative MPs being physically manhandled into the Government’s voting lobby. And the confusion around whether the Chief Whip Wendy Morton and the deputy Chief Whip Craig Whittaker had resigned. Downing Street did eventually clarify that they are both still in post but if such a statement is having to be put out it does not appear like things are running smoothly. What will happen to the MPs who did not vote with the Government and had no reason not to will be interesting and presents a real dilemma for Truss. Does she let MPs not give their support to the Government on a three-line whip and nothing happens, or does she act and risk upsetting even more of her follow Conservative MPs?

Truss will now likely be hoping she can get to the 31st of October without incident. The presentation of the Medium-Term Fiscal Plan is the milestone she will be working towards with the hope it can provide her with a much-needed boost. Hunt has had a somewhat steadying influence since becoming Chancellor, however decisions still need to be made. We saw evidence of this with the Prime Minister committing to the triple lock for pensions after her new Chancellor did not. This is either a sign the Prime Minister and the Chancellor are not completely in sync, or it was an effort by Truss to box her new Chancellor in. It is worth noting that the triple lock was a manifesto commitment so she may be able to get some support with sticking to this. However it is difficult to see how what matches up with her stance on fracking.

It is already quite likely that Truss could be in a place she cannot recover from. There are a few things that could happen from here onwards.

The most likely scenario seems that Truss loses more support and is asked to go and a short leadership contest takes place. And the leader waits until time runs out (January 2025), when there must be an election.

A new Prime Minister could be put in place, and they want to call a general election, which would seem appropriate (but not required) considering we would be on the third Prime Minister of this term. It is also possible a new leader gains some popularity and wants to seize upon it.

The Government seem unlikely to lose a formal confidence motion considering they have a majority of 71 and given current polling Conservative MPs are unlikely to vote in favour of something that sees them lose their jobs.

With more Conservative MPs calling for the Prime Minister to resign at the time of writing, we may have either Penny Mordaunt, Jeremy Hunt, Rishi Sunak, Ben Wallace or even Boris Johnson as Prime Minister before we know it.

3 reasons to get started with Web 3.0

Do robot-dogs dream of the metaverse? 3 reasons to get started with Web 3.0

What technology is disrupting the creative industries and shaping the future of the media right now? If all the excited industry reporting and write-ups devoted to it is to be believed, a major disruptor and area of opportunity is the metaverse, or Web 3.0.

As with the emergence of Web 2.0 before it, the media and the PR sector are busy investing, ignoring or desperately trying to understand Web 3.0 and whether it is actually useful for campaigns and comms. Should you be investing time, resources and brain space to the metaverse?

According to Deloitte’s chief disruptor Ed Greig, backed up by his robot dog Chip, the answer is yes. During the session ‘The tech disrupting the future of media: Metaverse, VR and more…’ for Media Tel’s The Future of Media, Greig shared why proven capabilities with the metaverse are must-haves for communicators.

The metaverse is the attention grabber du jour

After demonstrating Chip the robot dog’s ability to traverse stairs backwards, Greig admitted the robot’s links to the subject of his panel talk with host Omar Oakes were ‘tenuous’ at best but that ‘a robot is a useful tool for getting attention’. Capabilities with the metaverse and Web 3.0 is the same – a way to get attention.

The metaverse is a regularly-covered topic in industry reads like PRWeek, Campaign, The Drum and our own PR Pulse. It is a subject of great skepticism, suspicion and excitement. Your clients or brand mates will likely have heard something about it, or if they have not, it is a shiny new potential to tempt them with. Particularly if they want to engage Gen Z or the even younger Gen Alpha.

Web 3.0 is another way to connect and engage your audience

‘A greater degree of human connection is very powerful’ said Greig – when all the hyperbole about emerging technologies is stripped away, the metaverse is, in essence, another ‘opportunity for people to interact with others and be themselves’. Authentic and immersive interaction – what is more powerful than that for a communicator?

‘The metaverse is another space for people to connect with their passions,’ Greig explained.

For those struggling with the visuals they have seen that may not look too impressive, Web 3.0 can be thought of as a more visual version of the chatrooms of Web 2.0 or the WhatsApp groups you have with your friends and family:

‘It is the internet, you know – just more immersive. If anyone says anything more complicated than that, they’re trying to sell you something. Or they’re bullshitting’.

‘The most useful way of preparing yourself for learning about Web 3.0 is to consider what you wish you would have known about Web 2.0 back in 2004. Just avoid making the same mistakes.’

Other industry greats are already doing it – but it is not too late to get started

Brands that have already successfully invested in and entered the metaverse include Nike – ‘Their approach was good and they are testing and learning – not afraid to kill something if it is not working,’ said Greig – and ITV. No boats have been missed, however – if you watched the recent Meta announcement of legs and feet in its own Web 3.0 platform, you know there is still far to go with its development…

‘We are always in a test and learn phase,’ said Greig when talking about the creative industry’s relationship with technology.

‘For my clients, Web 3.0 is less a solution, but instead a test, a new channel. Is your organisation adaptable for this new channel? If not, you are going to struggle. This is about honing your organisation to be able to experiment.

‘Fall in love with the problem and not the solution. Engaging with and understanding the metaverse is about educating yourself and staying agile; being able to pivot when you need to. This is the really important thing about Web 3.0 – an opportunity to stay agile.’

‘The tools communicators use are always changing, but the human need they address is the same. Think big, start small and test often’.

For a primer on Web 3.0, read our previous post on the subject How to communicate in the metaverse… Also, what is the metaverse?

Want to engage Gen Z? Download our white paper The PR Guide to communicating with Generation Z.

Will the Online Safety Bill keep journalism safe alongside its audiences?

Will the Online Safety Bill keep journalism safe alongside its audience?

News avoidance and mistrust in the media is at a high – perhaps no shock when considering the negative impacts of misinformation and harmful content to audiences across the globe.

Will the Online Safety Bill (OSB) – dividing many journalists and press regulators – ultimately be a force for good in the fight against misinformation and audience disengagement? Or could an increase in regulations for digital content come with blocks to free speech and disempowerment of a public in need of information?

Vuelio teamed up with Prospect magazine for the fringe panel ‘Does the Online Safety Bill support good journalism?’ during this year’s Conservative Party Conference to uncover the bill’s potential impacts and opportunities.

Chaired by Prospect’s Alan Rusbridger, the panel featured insight from speakers Damian Collins MP, Matthew Lesh from the Institute of Economic Affairs and Keele University’s Dr Laura Higson-Bliss.

While the OSB’s remit is chiefly to protect the public from online harms, every panelist acknowledged its complications for the media. In 2022, online content comes to its audiences through a variety of formats – not just news websites and streaming platforms, but their comment sections, affiliated and unaffliated social media accounts and private messaging platforms like WhatsApp.

Knowledge of the legalities involved in sharing stories on social media channels is already a must-have for reporters wanting to avoid missteps that could be ruled as criminal, and the UK publishing industry already has legal regulations in place – where will journalism benefit from the Bill?

Holding social media to account

‘Everyone around the world is trying to grapple with this problem of online harms,’ said Collins – Minister for the Bill and a member of the Facebook Oversight Board.

‘There is a debate on whether Facebook is a platform, or a publisher. The users are creating the content here, but the key area is liability – the curation of the experience. Companies – the platforms – have responsibility for that. These are business decisions companies are making and should be held responsible for.’

‘There is accountability and liability already within the media industry – the editor of a newspaper has personal liability for what is in it, even the adverts. The addition of liability elsewhere would be a significant improvement for journalism’.

Where the current lack of these regulations fails the media, according to the MP, is in the danger of companies removing whatever content they want, when they want – the possibility of free speech being impinged while harmful content could be missed, left online and easily accessed.

‘Tech companies hide behind public statements that are very unclear. Companies make promises, but do those promises reflect what is actually going on?’

Using the example of YouTube’s removal of the TalkRadio show, Collins highlighted the nature of news as timely; arbitrary strikes and takedowns by businesses outside of publishing can remove time-sensitive news until it is no longer of use or interest.

‘For the news industry, the ability for platforms to start striking things down is very damaging,’ said Collins.

Freedom of speech: A unintended casualty of the Online Safety Bill?

Keele University’s Dr Laura Higson-Bliss raised the ambiguity of the bill, particularly around content deemed ‘awful but lawful’.

‘I have issues with a governing body telling adults what is harmful to them. How do we enact change in society if we create separate echo chambers? How can we then challenge those views? It is important that we protect that ability to challenge in the open,’ argued Higson-Bliss.

‘The Government say the goal of this Bill is to make the UK the safest place to be online, but that comes at the cost of visibility and self-expression,’ believes the Institute of Economic Affairs’ Matthew Lesh.

‘By aiming for safety, we are sacrificing our basic ideals of free speech. This will have a number of unintended consequences – I think it is the intention of the Bill to actually encourage removal. When you threaten companies with fines, what you’re doing is lowering the threshold for removals of content. You’re baking-in the removal of legal speech’.

Journalism as a protected class

Whether journalism does require more protection than views expressed by the public on digital platforms was a concern expressed by Higson-Bliss and Lesh during the discussion.

‘The media can create as much harm as social media, yet it will have protections in this Bill,’ said Higson-Bliss. ‘We need to look at it again’.

Lesh added: ‘I think it is fundamentally unfair to have a privileged class on social media, just because they happen to be a publisher of a mainstream British newspaper. The best way to protect journalism here is to rescope the whole bill and protect everyone’s free speech. Journalists are not more entitled to free speech than the rest of us’.

There are more perspectives from journalists and the media in our Insights analysis of why journalists are worried about the Online Safety Bill.

What PRs need to know about the future of journalism

What PRs need to know about the future of journalism

Journalism is evolving – the PR and comms industry needs to keep up. Check out these five takeaways from the Press Gazette Future of Media Technology Conference to stay ahead of the pace of change in the media industry and thrive in the digital future.

1) Locally-based spokespeople can rebuild trust

‘Quality, regulated, trusted journalism is the future’ – Rachel Corp, CEO of ITN
With news avoidance and mistrust in the media up, journalists must focus on rebuilding connections with their audiences. ITN CEO Rachel Corp in her keynote speech for the Future of Media Technology Conference highlighted the role that regulation will play in this, particularly when it comes to social media – an increasingly popular way of consuming news, especially for Generation Z). With ITN accelerating its digital plans, and Corp mentioning the ‘power of the simple vox pop’ and eyewitness journalism, locally-focused regional reporting with public voices front and centre is where the industry is likely to go. Being ready with case studies and spokespeople is where PR can help.

2) Brand affiliations are here to stay

‘Media brands are loved by people and they want to be part of that with branded products’ – Alex Wood, managing director, Europe at Forbes
People build connections with brands they trust, and this extends to the media brands they choose to engage with. Advertising, paywalls and licensing are well-established ways to grow revenue, but merchandising is where Forbes’ Alex Wood (revenue has grown by 40% at Forbes in the last year due to a consumer revenue focus) and Footballco’s chief executive officer Juan Delgado see potential. Authenticity with brand affiliations and mechandise should be a key concern.

3. Broader subjects will grab more attention

‘Young people are less interested in “narrow news” subjects’ – Nic Newman, lead author of the Reuters Institute Digital News Report
With 46% of the public – especially those Gen Zers – actively avoiding the negativity of the news cycle, the media has to pivot to cover subjects to pull attention and engagement back. According to the Reuters Institute Digital News Report, young people are interested in identity, social justice, mental health, culture and broader lifestyle topics – journalism needs to provide hope, empathy and dignity during the difficult times its audiences are living through. To help with this approach, the comms industry needs to be ready to work with long-form, solutions-focused and constructive journalists – find out more in this interview with Jodie Jackson of the News Literacy Network.

4. Publishers will be switching up data strategy

‘Companies are starting to take ownership of their own data’ – Markus Karlsson, CEO of Affino
With Google confirming the coming end for third-party cookies in Chrome, Affino’s Markus Karlsson believes publishers must prioritise a first party data strategy going forward and truly own their data. What this could mean for the future – one carefully-placed advertisement alongside editorial rather than five competing ones for a better return on investment. Switching up data strategies mean a need for PRs to switch up their media outreach plans, also.

5. AI will free up journalist time

‘Use the robots to do the routine reporting’ – Cecilia Campbell, chief marketing officer at United Robots
Regional reporting has suffered over the last decade, with shrinking teams caused by combined news hubs and the continuing toll of the pandemic on the media workforce. One way that local journalism can be revived is with AI and ‘robot reporting’, according to United Robots Cecilia Campbell. For her, data journalism and content automation means freeing-up journalist time by letting ‘robots’ produce regular content that can be automated, such as traffic and sport updates. What can journalists then do with the extra time? Cover stories of interest to them and their readers – plenty of opportunities for new stories and new engagement with all the audiences out there.

For more on engaging with the younger generation, as well as working with Gen Z journalists, download our white paper The PR guide to communicating with Gen Z.

Give journalists exactly what they need for their news and features by signing up to the ResponseSource Journalist Enquiry Service and take ownership of your own data and track engagement for your future campaigns with Vuelio Media Monitoring.

A guide to the benefits of media monitoring for PRs

A guide to the benefits of media monitoring for PRs

Measuring the impact of your story across every platform you use to share it is a key part of determining traction with journalists, influencers and their audiences – media monitoring is how to do it.

Media monitoring services covering print, online, broadcast and social media can track the reputation of your business and even real-time reaction to your messaging. Here is how to do media monitoring, featuring tips for getting started as well as an explainer of the key benefits of tools like Vuelio media monitoring.

Understand every channel

The ability to understand the impact of your content across broadcast, print, online and social media means you can measure which formats are working for you right now, and which could use more of your focus in the future.

Print

Print monitoring allows for analysis of mentions in traditional press including national, regional and local newspapers, consumer and trade magazines, industry newsletters, trade journals and much more. Alongside this, you can analyse press write-ups alongside those online and on broadcast channels – meaning full visibility of current and emerging conversations and their impact on each medium.

Broadcast

Vuelio’s broadcast monitoring service streams thousands of hours of content from a variety of sources, allowing for easy editing and sharing. Mentions are monitored 24/7 across regional, commercial, international and national channels, giving an accurate representation of how your story is making its way across the news industry and hitting different audiences.

Online

As well as measuring your successes, monitoring across a combination of platforms means you can see how far your story goes, and where, including online channels. This can offer up additional avenues for your next campaign and ways to rethink or refresh your content creation.

Monitor competitors

With complete brand, competitor and industry tracking across a combination of media types, media monitoring can deliver the reports internal stakeholders and key decision makers will find most useful – including how you measure up against key competitors in your sectors.

Vuelio’s Executive News Briefing, a manual reporting service, delivers concise summaries of the news stories, industry updates and competitor information most important to you. This daily news brief is created by our analysts to summarise key coverage – yours, and those other brands you benchmark against – in one easy report.

Monitor the broader industry

Insights from media monitoring can inform your PR and communications strategy going forward by tracking trends across the broader industry you are a part of and work with. Prepare for any potential crisis on the horizon for your market, or opportunities for your business and comms team by picking up on topics you should know about early on in their journey through the press.

Subjects of interest for your brand are not the only elements worth tracking across the media. Evaluating media coverage to identify trends and insights means a deeper understanding of the reputation of your brand as well as the opinions of your consumer base. Media analysis tools can measure metrics including volume, circulation, sentiment and more to uncover the return on investment for communication campaigns.

After analysing what the press is reporting and the public are sharing, access a fully-integrated database of journalists and influencers, press release distribution services and advanced evaluation tools to follow up on the work so far, all in one platform.

Dive into digital channels

Modern monitoring goes way beyond the ‘traditional’ methods from PR’s past of newspapers and magazine clippings. Dive into all forms of digital media including newswires, digital publications, the big social platforms like Twitter, Facebook and Instagram alongside blogs, forums, website comment sections and other video and image sharing sites.

With access to both print and digital, it is possible to compare coverage across each to gain a full understanding of trends, as well as tones, used across different platforms. Vuelio online media monitoring offers unlimited keyboards and unlimited coverage for a flat-fee.

Watch for emerging issues and topics of interest

The media moves fast, so reviewing how your story is being reported in real-time is a must. Track developments across print, online and social media to ensure you pick up on all of the issues of interest to you, your brand, or your clients gaining column inches and shares across social right now.

For more on monitoring tools and making the most of them, check out our previous posts on the topic:

7 easy ways to measure your content
Top 5 measurement mistakes and how to fix them
How low media coverage can yield high value

PRCA survey findings on corporate reputation

PR and communications: Particularly popular with business leaders right now

A new survey from The Public Relations and Communications Association (PRCA) has found recognition among business leaders for the PR and comms industry following its role in supporting businesses through the tumult of the last few years.

Among the ongoing pandemic, the uncertainty of Brexit and Russia’s invasion of Ukraine, PR and comms teams helped with business direction and focus as well as comms for external and internal stakeholders. To measure the impact of this, the PRCA surveyed CEOs and CFOs of organisations with over 250 employees in their workforces.

92% of respondents believe their communications teams played either a ‘very important’ or ‘important’ role in helping them through the financial and societal shifts since the beginning of 2020.

PRCA survey on CEO and CFO perception of PR

The survey was carried out by PR group Yolo Communications, starting in June 2020 and built upon by the Value of PR group.

Findings also showed:

– An increase in the strategic importance of the contributions of comms professionals (up 21 points to 89%), indicating the impact that crises and issues can have on recognising the value of having a capable communications function in place.
– That communications were ‘very important’ when it came to strengthening and protecting corporate reputation for 80% of respondents, up from just 39% who gave the same answer in 2020.
– 89% said that communications teams provided strategic advice to members of the senior leadership team, compared with just 68% two years ago.
– 62% said they expected their comms team to play an even more strategically important role over the next two years.

Strategic council from PR

Director General of the PRCA Francis Ingham said:

‘The PRCA represents more than 35,000 professionals worldwide and this study is further evidence of the valuable and important role that those individuals play every single day in directly impacting the business objectives of their organisations. What is more, business leaders’ confidence in their communications teams is expected to increase in the future. We should take a moment to reflect on this achievement and then continue to keep doing what we are doing.’

PRCA Value of PR Lead Adam Honeysett-Watts added:

‘There is no denying that most business leaders understand the value their communications teams bring to their organisations. While we hoped this would be the case, it is great to hear the feedback directly. The lesson here is that those businesses that have communications teams and plans in place are better prepared to weather a crisis and those that don’t are operating at a significant disadvantage.’

Find out more about the PRCA survey here.

For more on communicating during times of uncertainty, download our white paper ‘Communicating the cost-of-living crisis… A guide for charities and the third sector’.

Communicating the cost-of-living crisis for charities and the third sector

6 tips for planning your comms throughout the cost-of-living crisis

The cost-of-living crisis will have impacted the messaging and approach of every comms team, whatever the sector, and is only set to continue in a period of great financial strain for the public and businesses across the UK this winter.

In our new white paper ‘Communicating the cost-of-living crisis… A guide for charities and the third sector’, journalists and comms people working at charities and consumer-facing brands offer their experiences and advice on getting your messaging right for audiences under increasing pressures. Here are six key takeaways to bear in mind when planning your comms over the following months:

1. Give journalists what they need for their story

‘The contacts I prefer working with are the ones who let me know what’s coming up, rather than just add me to a general media list for press releases. Maybe a charity is planning a campaign, report or research study, and it might fit with what I’m working on. If I can’t report it right away, it might help shape a future piece. Advance notice is always good because I don’t usually work on fast turnaround news pieces.’ – Saba Salman, freelance journalist and author.

2. Share specifics – reporting has had to speed up significantly

‘For the TFN website, we won’t need to spend ages pointlessly rewriting an already well-written press release; we want to publish with the minimum of fuss and move on to the next one. ‘Have a strong line, marshal the facts and figures, include quotes and pictures (even a stock picture is helpful). Case studies are always welcome.’ – Graham Martin, editor of Third Force News.

3. Make contacts: the media wants to tell your story

‘Nothing new here – develop contacts. Journalists are over-worked and under resourced and there are not enough of them these days thanks to cuts which have devastated newsrooms. They are waiting to be spoon-fed, so do it. ‘Putting it very simplistically; get your story told effectively and you get the ear of the public and politicians.’ – Graham Martin.

4. Find those who have the power to make change in your sector

‘There are a lot of MPs, so you need to find the two or three who will become your advocates and advisers. Really research their interests and what they can do to help. Make it easy for them with clear messaging and calls to action. Follow and comment on what they do on social media and give them good content to post.’ – Katie Tait, director of PR and public affairs for Maggie’s cancer charity.

5. Ensure the tone of your comms is appropriate for the message and for the times

‘We did a lot of work during our campaign planning to make sure we got our tone-of-voice right. This is something we’re really conscious of – we always strive to make sure the way we’re talking about issues is the way people impacted are talking about them, too.’

We held workshops with our storytellers and ambassadors as well as our front-line staff to find out what people are saying when they come to us for help and also what they really wouldn’t want to hear/read. We took out any jargon or anything that didn’t sound completely natural and then issued a tone-of-voice document across the organisation to make sure everyone was on the same page.’ – Katie Tait.

6. Remember who is at the centre of your campaign

‘Ensure that those your campaign is intended for remain front and centre. Building strong foundations is incredibly key – from there you can diversify the angles you push, move onto national press and then become a part of the conversation on TV and media outlets. ‘Lots of leg-work, a strong message and consistency are the most important ingredients for success.’ – Rosie Macdonald, senior PR strategist at Love Energy Savings.

Download the full white paper ‘Communicating the cost-of-living crisis… A guide for charities and the third sector’ here.

For more on communicating during difficult financial times for the public, watch our webinar with NSPCC, FareShare and Refuge.

Cabinet Office

Progression in the cabinet amid a time of change

As we turn a corner away from the stresses of Brexit arrangements and the worst (hopefully) of the COVID-19 pandemic, our new Conservative leader and Prime Minister Liz Truss faces yet another battle, this time with the spiralling energy crisis, just in time for the winter months.

Facing what Nicola Sturgeon warns has the potential to become a humanitarian crisis, Truss’ cabinet arrangements needed to be based on expertise and experience. Her choices will also go down in history for creating the most ethnically-diverse cabinet ever with none of the great offices of state held by a white man, allowing for this cabinet reshuffle to display significant milestones for future Government.

For the first time there are no white males in any of the four most senior positions of the UK Government; Prime Minister Liz Truss, Chancellor of the Exchequer Kwasi Kwarteng, Home Secretary Suella Braverman and Foreign Secretary James Cleverly. Further to this, for the first time, the UK has its first non-white Environment Secretary (Ranil Jayawardena) and International Trade Secretary (Anne-Marie Trevelyan). In addition to this, 23% of those attending cabinet are non-white.

Truss’ cabinet also shows significant progression for women in Government, portraying something much greater for wider society. Nearly a third of cabinet attendees identify as women, making it the highest proportion noted in modern times – this is also the proportion ever for a Prime Minister’s first Cabinet.

Women have held the role of Home Secretary for the past 13 years, with Suella Braverman as the fifth woman in history to hold the post, the first being Labour’s Jacqui Smith (from 2007-2009), Theresa May (2010-16), Amber Rudd (2016-18) and Priti Patel (2019-22). Wendy Morton is the first woman to serve as Conservative Chief Whip, while Labour has had four female Chief Whips, the most recent being Dame Rosie Winterton, who held the role from 2010 to 2016. Further, Therese Coffey is only the fifth person to formally hold the role of Deputy Prime Minister, and the first woman to do so.

However, while these achievements show progress, the turnover of the last 12 months has meant inconsistencies across these important cabinet roles. Five separate people have held the job of Education Secretary, with Kit Malthouse serving as the ninth Education Secretary in the past 12 years. Further, since 2010 there have been nine ustice secretaries with Brandon Lewis taking current hold, following Ken Clarke (2010-12), Chris Grayling (2012-15), Michael Gove (2015-16), Liz Truss (2016-17), David Lidington (2017-18), David Gauke (2018-19), Robert Buckland (2019-21) and Dominic Raab (2021-22). In addition to this, Nadhim Zahawi makes history as the second shortest serving Chancellor of the Exchequer, at just 63 days in office, after being given the job by former Prime Minister Boris Johnson on 5 July.

In order for this hard Conservative Government to deliver effectively, it remains to be seen whether cabinet members will align with Truss’s economic priority to cut taxes, her commitment to supporting the NHS, her promise to double down on the policy of deporting asylum seekers and other immigrants to Rwanda, as well as her toughness over the Northern Ireland Protocol with the potential for her to trigger Article 16.

For more news from the political and public affairs sector, sign up to Vuelio’s Friday newsletter Point of Order.

JustGiving on the cost-of-living crisis

Communicating the cost-of-living crisis: Mema Nackasha at JustGiving

While people feel the bite of rising energy and food bills across the country, charities and organisations like JustGiving continue their efforts to help those in need.

Head of charity partnerships Mema Nackasha shares how the cost-of-living crisis has impacted the JustGiving team and those they work with and how approaches to fund and awareness-raising have had to change.

How has the cost-of-living crisis in the UK impacted the charities JustGiving works with, as well as your own work?

Over the last few months, as people grapple with the cost-of-living crisis, some household budgets have likely been placed under pressure. However, those able to, have increased their donations. It is heart-warming to see that those in a position to support worthy causes across the JustGiving platform are doing so. Overall, the average donation amount has increased by 10% this year compared to 2021, and 21% compared to 2019.

Monumental events and challenges often shape the way in which people give. While it may feel concerning at times to think about donations trends like those seen during 2008 recession, our knowledge of these previous donation patterns means that as an industry we are better placed to support charities through these turbulent times.

What are the unique challenges UK charities are facing right now?

The pandemic and many lockdowns we faced has meant the way in which people are supporting charities has changed. And now that we’re (hopefully) coming out the other side, there’s been an understandable shift in people wanting to travel and enjoy ‘normal’ life.

Viral challenges like ‘See Ten Do Ten’ and the ‘NHS Active Challenge’ have been replaced with trips abroad, where fundraisers climb mountain peaks or take on marathon bike rides – all in the name of a good cause.

Alongside this, we’ve seen a trend in charity giving becoming more issues based. People are spending less time scrolling social media finding the next 5K challenge and are instead focusing on single moments in time or bigger societal or humanitarian events, for example BowelBabe or the floods in Pakistan.

What have been some of your main successes recently?

Historically, the charity sector has not seen rapid technological innovation when compared to the corporate sector. At JustGiving, we’ve been listening closely to our charity partners and have been agile and adaptable to the changing donor behaviours. We’ve built microsites that put charity logos and messaging front and centre; these microsites have supported both virtual and in-person events and have enabled fundraisers to raise more. Another one we’re proud of is our partnership with SwiftAid that has simplified and improved the way charities collect Gift Aid.

We’re lucky to have an extremely talented team, who are devoted to helping our charities raise huge sums for the amazing causes they serve. This is evident in the speed at which we’ve been able to engage with charities, small and large, to answer support calls when big crises hit. Overnight we’ve set up support functions that share tips, knowledge, and insight with our partners on the best practices for raising funds during these big moments.

What advice would you offer to organisations hoping to be heard by politicians and change-makers on this issue?

As with most businesses in the UK, charities are feeling the impact of the cost-of-living crisis. This is particularly true for charities that serve causes disconnected from the current topic on everyone’s lips – the cost-of-living crisis. Lesser-known organisations that the country relies on for life-saving research or healthcare may struggle with engagement as givers focus on the cost-of-living.

These charities must highlight the need to focus on the long term. After the cost-of-living crisis, we will still need research into cancer cures or hospice care for our children. We need to make sure that changemakers understand that without immediate action these charities will fail. And if they do, the hundreds of thousands they support will be without help.

How would you advise others with approaching the media to gain coverage?

JustGiving pages are full of stirring stories, those who are challenging themselves to achieve the unachievable, from scaling peaks to smashing world records in an effort to raise money for loved ones.

During these tough times for individuals across the country, people are looking for a chance to read or hear specific stories that they can relate to, that make them laugh, that inspire them or warm their hearts. When charities are engaging with the media, these are the stories to tell.

How do you ensure that your approach is sensitive to those struggling/particularly vulnerable during this crisis?

We all need to be sensitive to those who cannot afford to give – many people can’t, and that’s more than okay. There are still people from every corner of the country who are looking to support charities.

If you’re looking to increase the chances of those individuals finding your cause you need to share, share, share. Every social media post, link, etc. will help – sharing your page is just as valuable as donating yourself. We’ve seen some really interesting data around what does and doesn’t work when raising money. For example, users simply sharing their page on social media see a 20% increase in the amount they raise!

Are there particular journalists/sectors of the media you’d like to highlight as doing a good job on reporting on the cost-of-living crisis?

The cost-of-living crisis, the need to help businesses and households is front page news every day, as it should be. This has played a huge role in spurring leaders into action and delivering support.

However, there has been less coverage of the impact on the charity sector. The BBC has covered the cost of rising energy bills on a children’s hospice, ITV has reported on a charity that supports children with disabilities struggling to keep up with the cost-of-living and the sector trades have been covering the issue extensively, but overall we need more coverage to help drive support and much needed donations.

For more on how comms teams are communicating the cost-of-living crisis, read our previous interviews with cancer charity Maggie’s and business utilities marketplace Love Energy Savings.

How to measure the impact of your campaign with social listening

How to measure the impact of your campaign with social listening

Having launched and shared your campaign where your target audiences are most likely to engage, now is the time to pull the data, crunch the numbers and manage your metrics to examine the successes and could-do-betters.

As part of our series on how social listening can add insight to your campaign planning, creation and measurement, here is what it can do for you in the post-campaign phase.

Going beyond traditional metrics

Volumes, impressions and reach scores – you may be used to sending out PowerPoints filled with graphs and pie charts to prove the success of your campaign to your stakeholders and C-suite, but does all this data tell its full story?

Positive and negative sentiment and share of voice are established methods for determining key accomplishments. They are useful for those higher-up in the management hierarchy, those slightly removed from the coal face of the work, as an overview – they cannot be skipped. Without context, however, these traditional metrics can only go so far. What do the engagements achieved really mean?

Offering wider possibilities

In conjunction with those reach scores, impressions, et al, social listening can provide more insight and actionable learning.

Which audience did you actually engage?
At the pre-campaign phrase, you will have decided which audiences would be most interested in and most useful for your client or your brand. All the data you’ve collected will show engagements, but how do you know if your campaign hit the intended audience, or another entirely?

With social listening, it is possible to answer that question with more accuracy, ultimately making for a more meaningful report to share with stakeholders.

Did you reach a wider audience?
With this extra level of detail, you can benchmark against your established audience/previous engagements, unearthing which new communities you have linked with.

Did your campaign have a meaningful impact?
Beyond impressions and positive and negative impact, social listening services like those offered by Pulsar can add in extra detail, such as brand pillars and dimensions of reputation to check your data against.

Additional context against your brand dimensions
As each campaign adds up to a full display of your brand or clients’ story, approach and personality (alongside the services offered, naturally), there is a compelling and useful through-line that can be tracked. Future campaigns can either build on this, or take a detour if needed. Higher-ups in your company hierarchy might look at a campaign’s metrics once, but extra context means extra direction for the future.

Opening routes through crisis

Whether working in-house or agency-side for other brands, a crisis communications plan has to be in place, just in case. Press releases, public apologies or product recalls will not work for every brand in a crisis; different routes have to be uncovered and social listening can point out the right direction.

Are first impressions what they seem?
A crisis for a brand means social media impressions – conversations and coverage potentially spanning the globe and steadily chipping away at reputation. High impressions may automatically signal disaster… but are those online conversations actually connected, spreading and reaching high-profile publications?

Social listening services like Pulsar can pinpoint the key influencers engaging in the crisis around a brand and track their reach – how many audiences they connect to, and how far a story is spreading. The numbers may look frightening, but the story might not be going anywhere – keep that press release to yourself for now…

Has the crisis even hit your audience?
Social listening allows for segmentations of the audiences sharing particular stories – by community, political affiliations, age, nationality, media consumption patterns and much more. Did the story you need to combat and subdue reach your target community? If not, a wide-reaching public apology could do more damage to global brand reputation.

Where do you need to rebuild relationships?
Your client base may not be engaging with the crisis, but it needs to be combatted within the communities it has impacted. Social listening will help with finding those people and determining how to reestablish trust with them. Which media do they engage with, how do they engage with them? Learning more about them will show you the approach to take.

Key takeways

– Metrics will not always give you the full story and can be easily built upon with data from social media.
– Benchmarking is a necessity – no benchmarking can mean data in isolation and only part of the story.
– Measurement criteria placed in context is key for future planning.

Impressions, reach and sentiment are established in our industry for a reason, but will your stakeholders really care without the extra meaning of context? Your campaign told a story to your audience, here is where you tell the story of your campaign to your bosses.

For more on how social listening can add extra insight to your campaigns, check out previous posts in this series: 

An introduction to social listening for PR, comms and public affairs teams

How social listening can help you plan and boost your PR campaigns