The future of the NHS Pay Review Body

The future of the NHS Pay Review Body

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Aside from the economy, recent polling suggests that the public considers health to be the most important issue facing the country right now. With the ongoing crisis in A&E departments regularly making headlines, it seems likely that the Government’s ability to turn around the NHS’s misfortunes will significantly impact on its ability to perform at the next general election.

Last week, the Government released its urgent and emergency care recovery plan, pledging to slash waiting lists by creating 5000 more beds, 800 new ambulances and expanding the use of ‘virtual wards’ to treat people from home. However, the announcements have been met by scepticism by NHS leaders who point out the 130,000 vacancies across the NHS and suggest that such pledges are meaningless without the workforce plan to back it up. Saffron Cowdrey, interim chief executive of NHS Providers, said that ‘though these new measures are welcome, they are not enough in themselves. We desperately need action to tackle the vast workforce shortages, staff exhaustion and burnout, and the inability to free up capacity by discharging medically fit patients in a safe and timely way’.

Industrial action looks set to intensify as we head further into 2023. Ambulance workers, nurses and physiotherapists at NHS trusts across the country will all be going on strike at some point this week. Furthermore, there is a high probability that the junior doctors’ ballot closing next week will deliver a mandate for strike action and the BMA is planning to hold an indicative ballot of consultants later in the month. Yet there is little sign of a resolution to the disputes in the immediate future. Negotiations with the health unions have failed to lead anywhere due to the Government’s refusal to talk about pay. When pressed, Prime Minister Rishi Sunak and other senior Government figures have pointed to the fact that pay is decided by the independent NHS Pay Review Body (NHSPRB).

However, unions have disputed the true independence of the NHSPRB, and are refusing to submit evidence this year until their industrial disputes are resolved. Sharon Graham, General Secretary of Unite, said the NHSPRB is ‘long past its sell-by date’ and ‘a willing partner in working to the Government’s pay cuts agenda’, pointing out that the Government still dictates the boundaries within which pay offers must lie.

Given a chance to respond to these allegations while being questioned by the Health and Social Care Committee early last week, chair of the NHSPRB Philippa Hird defended the pay review body’s neutrality and commitment to taking into account all the evidence. She gestured to the fact that in two recent years, the NHSPRB actually recommended pay rises higher than the Government’s remit. This is true: in 2022 the Government said it would be willing to offer NHS staff a 3% pay rise and the NHSPRB ended up recommending 4.8%. However, this is a much smaller jump than the 19% the Royal College of Nurses are asking for – a rise they argue is necessary to counter over a decade of erosion in real terms pay.

Members of the Select Committee were astonished to hear that the Government has missed the deadline to submit evidence to the NHSPRB, delaying any future pay rise to past April. When he was questioned on the subject later that day, Health Secretary Steve Barclay insisted that his Department would be submitting evidence as soon as possible and delays were ‘to make sure that the evidence best reflected the wider economic circumstances’, hinting that an significantly improved pay offer would be on the table – though whether it will be enough to end the dispute remains to be seen.

For regular updates on what is happening in UK politics and public affairs, sign up to our weekly Point of Order newsletter, going out every Friday morning.

The risks of social media

The role of social media in PR: Know its risks and how to tackle them

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This is a guest post from Mary Poliakova, PR consultant and co-founder of Drofa Comms.

PR and media professionals know the power of social media, with 93% of public relations professionals following journalists on social platforms and 83% of reporters leveraging Twitter for their professional work.

While social networks are accessible to everyone, they inspire confidence by offering a fast and straightforward channel of communication. However, there is also a flip side of the coin. Exploiting social media’s vulnerabilities can lead to massive disinformation campaigns, the rapid spread of fake news, as well as other dangerous trends.

Mary-Poliakova

Social Media’s role in an individual’s life

Before we dive deep into social media’s risks, it’s important to revisit its role in our lives and its four primary functions.

The first is the mass media function, which includes generating personalized newsfeeds through sophisticated algorithms. Social media is also a news-producing machine that serves as an information source for many.

Secondly, it is a powerful channel that can greatly influence different aspects of our lives. This aspect of social media is what empowers influencers, celebrities, and other well-known people with increased authority over financial markets and the economy. There are many examples of this phenomenon – from the relationship between Donald Trump’s Twitter-heavy days and stock price falls during his presidency to Elon Musk’s market manipulation allegations.

Thirdly, it is a huge book of reviews and suggestions. Thanks to feedback and suggestion functions, users are increasingly turning social media platforms into review platforms of different services, companies, websites, and more. In fact, while 51% of a survey’s respondents stated they trust other consumers more than they do brands, another 40% feel that an influencer’s promotional activity is the most likely way to convince them to purchase a product.

As the fourth function, social media is a communication channel with “powers that be,” as it is the easiest way to stay in touch with your favorite bands, artists, or political figures. Following a person’s pages and commenting on their posts makes you feel connected to someone who doesn’t even know about your existence. There is even a term for these one-way friendships with famous people called parasocial relationships.

Fake news and the algorithm dilemma

Over the 20 years I’ve spent in journalism and PR, I have learned that the power of media can be misused to manipulate others and change public opinion in important matters. Considering the easy accessibility of social media and the massive activity among its use cases, these dangers are even more substantial than for traditional media.

Fake news is a perfect example in this field. From the infamous US presidential election of 2016 and the UK’s Brexit referendum to COVID vaccine hoaxes, false and misleading information can spread like wildfire on social media platforms. And fake news continues circulating among users even in the current geopolitical turmoil.

Misleading information remains a problem despite tech companies like Meta‘s and Google‘s unsuccessful attempts to tackle this challenge. Below, you can find one of Elon Musk’s first statements after becoming Twitter’s new CEO and owner after buying the company for $44 billion. Even after 16 years of market history, combating the spread of fake news remains a core issue of the social media platform.

At the same time, the social media landscape has an algorithm dilemma. While platforms leverage state-of-the-art AI and ML for moderation and recommendation, bad actors can exploit their designs to promote extremist content or amplify one political side at the expense of its opponents.

PR and marketing specialists know firsthand how to manipulate the audience’s minds – targeted ads are a perfect example of that. And this issue is so substantial that many countries have launched their own initiatives to combat manipulation on social media (the EU has proposed one of the most advanced legislations in this field).

Thus, anyone with the necessary resources can control public consciousness, influencing consumer demand. And social media is a massive channel for manipulating consumers’ opinions. But what can be done about it? And who is responsible?

It is our job to combat misinformation

First of all, the one who stands behind a social network is responsible for its operation and all the problems and challenges taking place on the platform. Mark Zuckerberg’s opening statement before a joint Senate Committee in April 2018 serves as an excellent example.

That said, I firmly believe that journalists and PR professionals should also bear responsibility. Simply put, this means that it’s also our job to combat misinformation and fake news in the digital realm.

Every social network has its own rules. Now, the task of Public Relations professionals and journalists is to raise the issue of verification and fact-checking. As social networks are more than a cool PR tool, we need to develop uniform rules and norms.

As the collective consciousness is very easy to be manipulated, it is a task with a huge responsibility. Thus, we must dedicate more time to discussing this problem within our professional community and with our speakers.

Furthermore, we must treat all information critically. Before writing a story based on a Twitter post, review who shared it, when it was published, and under what circumstances. With only a little more work, we can effectively combat fake news, minimizing the spread of misleading information.

Mary Poliakova has more than 10 years of experience executing successful PR campaigns for FinTech companies, and more than 15 years of experience as a journalist.

Regulation in the wake of the FTX collapse

Regulation in the wake of the FTX collapse

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In April 2022, John Glen, then Economic Secretary to the Treasury, made a big commitment to make the UK a global hub for crypto business. On the same day, HM Treasury published its response to the consultation on the regulatory approach to cryptoassets and stablecoins. The response outlined the Government’s intention to bring stablecoins, where used as a means of payment, into the regulatory perimeter. The rationale for doing this is that certain stablecoins have the capacity to potentially become a widespread means of payment including by retail customers, driving consumer choice and efficiencies. The Government also confirmed that it will consult on regulating a wider set of cryptoasset activities, in view of their continued growth and uptake worldwide.

The Government also conducted a Call for Evidence on the investment and wholesale uses of distributed ledger technology (DLT) in financial markets.

The Government recognised the substantial benefits and transformative impact that could be delivered by DLT when adopted in Financial Market Infrastructures (FMIs). In April 2022, the Government confirmed it is developing an FMI Sandbox to support firms wanting to innovate.

The Government has also consulted on plans to give the FCA more powers to regulate cryptoasset promotions. In its consultation paper the Government said it intended to act to ensure the appropriate regulation of cryptoasset promotions through secondary legislation.

Recent events since April 2022, in particular the failure of FTX, has lit a fire under the push for tailored rules for the market. Rebecca Driver, Member of the Financial Services Consumer Panel, said that the collapse of FTX reinforced to her the idea that if the product is creating the same sort of risks that you have in other spheres, it should be regulated in the same way or at least in a comparable way.

During a Treasury Committee oral evidence session Andrew Griffith, the Economic Secretary to the Treasury said that given the failure of FTX, part of the future for the crypto asset industry in 2023 is getting regulation right ‘not to have no regulation or to bake it in fully, as if this is already an established market and a fact, but to get that balance right.’

He emphasised there are measures in the Financial Services and Markets (FSM) Bill that will make way for crypto to be regulated in the UK. The Bill brings stablecoins, into the scope of regulation when used as a form of payment, paving their way for use in the UK as a recognised form of payment.

Clauses 21 and 22 and Schedule 6 extend existing payments legislation to include payment systems and service providers that use digital settlement assets, including forms of crypto assets used for payments, such as stablecoin backed by fiat currency. This brings such payment systems within the regulatory remits of the Bank of England and the Payment Systems Regulator.

Clauses 65 and 8 clarify that the Treasury has the necessary powers to regulate crypto asset activities within the existing financial services framework, as extended by this Bill. This will ensure that HM Treasury is equipped to respond to developments in cryptoassets more quickly and ensure that HM Treasury and the regulators can update the cryptoasset regulation as international standards are developed. Moreover, the effect of these two clauses, is that Government has the flexibility to introduce regulation in an agile way using secondary legislation; including appropriate regulation of cryptoasset promotions (Clause 65(2))

To foster innovation, Clauses 13 to 17 and Schedule 4 enable the delivery of financial market infrastructure (FMI) sandboxes, allowing firms to test the use, the applications, of new and potentially transformative technologies.

When asked about FCA’s views on crypto asset regulation, Sarah Pritchard – Executive Director for Markets at Financial Conduct Authority – said the FCA is working to support the introduction of rules on financial promotion. While the FCA has not confirmed the final set of rules for how that will operate, they have said that we can very much expect them to take a similar approach to the new rules they confirmed for high-risk investments back in August 2022.

As mentioned previously, the Government has said it intends to launch a consultation on its regulatory approach to a wider range of cryptoassets. The explanatory notes to the FSM bill as introduced in the House of Lords, state that ‘the Government intends to launch a consultation on its regulatory approach to wider cryptoassets beyond stablecoins used for payments, including those primarily used as a means of investment (such as bitcoin) later in 2022’. In January 2023, Andrew Griffith confirmed that the Government will be coming forward with two consultations in a matter of weeks. One about the general regulatory approach to crypto-assets and the other about a sovereign central bank digital currency. Implicit within that is that the Government are probably not going to be legislating in 2023 on further regulation.

On the FSM Bill, Andrew Griffith noted that he hopes that it will be done by Easter. The FSM Bill was already debated in the House of Commons and had its second reading in the House of Lords in early January.

While the Government proposed a staged and proportionate approach to regulation, one of the main criticisms during second reading of the FSM Bill in the House of Lords was that, while the Bill brings crypto in the regulatory environment and allows for further regulation in the future, it seems like a missed opportunity not to regulate further.

Alison Thewliss similarly thinks the Government is falling behind, mentioning that Europe has recently implemented its markets and crypto assets regulations—MiCA. Responding to her Andrew Griffith said that MiCA covers some but not all the areas they would aspire to cover. He argued that when they will come forward with the consultations they will talk about other activities.

For how the UK media covered the FTX collapse and what it means for the cryptocurrency space, read our report using insight from Vuelio Media Monitoring. 

What impact has TikTok had on food and drink

How has TikTok impacted Food & Drink content and how will it dominate in 2023? 

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This is a guest post from Hatch Group‘s social media lead Jack Moore.  

Jack MooreI’m going to start this piece with an apology. I’m about to use a word that might cause you to roll your eyes, sigh or even shake your head, and for that I’m sorry. The last three years in the Food & Drink industry have been unprecedented. There, I said it.  

You’ll have no doubt seen this written a million and one times since 2020, but it’s an inescapable fact that they have. I’m not going to go into detailed analysis on how and why as they’re well documented, but the landscape has shifted in nearly every facet of the industry. From the very real staffing and supply chain difficulties facing restaurants, bars and manufacturers across the UK, to the more nuanced change in consumer behavior and the social media landscape for marketers working in this space.  

For the latter, the rise of TikTok has presented some incredible opportunities and challenges for Food & Drink, but how has it impacted the industry since its rise in popularity and what can you expect in 2023? 

TikTok’s Impact 

The relationship between Food & Drink and social media is certainly nothing new. When Instagram first grew in popularity the feed was littered with flat lay pictures of the last meal your friends enjoyed or later down the line, boomerangs of you and your friends clinking your cocktails together. TikTok however has added a new dimension to this relationship. 

This isn’t the content you’ll find on TikTok. First and foremost, the channel is an entertainment platform, so content needs to entertain, educate and inspire. This isn’t unique to TikTok by any stretch but it’s certainly the channel where if your content doesn’t do this, you will see the lack of reach or engagement. 

To highlight the impact the platform has had on Food & Drink, let’s focus one specific area; reviews. This isn’t the only genre of content in the sector, but it is one where TikTok’s impact is magnified. 

 

Reviews 

Restaurant, bar or product reviews are nothing new, everyone is a critic. Before TikTok, a Facebook review on your page or an Instagram post about the service at your bar would only reach a limited audience. That doesn’t diminish the importance of a good or bad review on those channels at all, but TikTok’s algorithm works in a slightly different way to these platforms so the potential for your brand to be seen by fresh eyes is even greater. 

TikTok doesn’t necessarily show you content from accounts you follow as a priority, it looks for content it thinks you’ll enjoy. So, if you’re into trying out the latest restaurant or bar experiences, you better believe that TikTok will show you the best video reviews to whet your appetite. 

Keith Lee, a US-based TikTok food reviewer, recently catapulted a floundering Las Vegas pizzeria to stardom with one video sharing his positive review of the food and service at Frankensons. Overnight, the pizzeria’s phonelines were ringing non-stop, and people from as far away as Iowa (a three-hour flight) were visiting for a taste. 

This is an extreme case with a fantastic outcome. Not every TikTok review will help you become a viral sensation, but Keith’s authentic and honest review shows that people put trust in creators on TikTok and their opinions, enough trust that they’d hop on a flight to get a slice. 

But beware, there is a downside. It might be too soon to say if Frankensons will become a mainstay of the Las Vegas food scene, a must-visit attraction for tourists, but my guess will be that once the hype has died down it will be somewhat business as usual for Frankensons. Much like the content trends on TikTok, another restaurant will rise as one fades into the background again. And all this is before we even get into negative reviews, but honestly that’s a whole other piece. Suffice to say, these can be just as impactful as Keith’s Frankensons review, but without the positive outcomes. 

TikTok in 2023 

So, what about this year? How is TikTok going to dominate the food & drink space? And most importantly what can you do? 

TikTok has arrived. It’s no longer an emerging platform and its impact can already be seen both positively and negatively across the industry. I don’t see that changing in 2023 compared to 2022, but as even more people download the app and begin to consume content, you might see that impact intensify. The things that made TikTok a great place for users will still be important and arguably more so as the platform becomes more saturated. Entertainment, education and inspiration. 

So, what can you do? For those creating content for their own channels, be reactive to trends that are suitable for your brand. Not all of them will be so don’t be afraid to skip over some of them. Provide value to your audience. When they watch your video, what is in it for them? Content that focuses on selling your product won’t work here. 

If you’re not creating content for your own channel, there’s still ways to play in this space. There are so many authentic and entertaining content creators on TikTok, 2023 is the year to utilise them. Opening a new venue? Invite creators to the launch and let them capture their experience to share with their audience. Got a new product? How about working with the numerous recipe creators to inspire people to make something with your product. 

TikTok is littered with opportunities for those in the food and drink sector in 2023, the only real question is which ones should you pursue. 

Jack is the social media lead at Hatch Group and has nearly a decade of experience in social media, working with global and national brands to deliver creative and strategic social media strategies. Hatch is a PR, social media and activation agency with offices in Leeds and London. Founded in 2008, it works with clients across food, drink, sport and FMCG. 

22 Valentine's Day Social Media Post Examples For Brands

22 Valentine’s Day Social Media Post Examples for Brands

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This is a guest post from Bottle PR‘s lead creative Laura Santillana.

Are you just a brand standing in front of a follower asking them to love you?

With Valentine’s Day just around the corner, love is in the air and chocolate is in the aisles. It’s also the perfect opportunity for brands to get in on the love fest and connect with their audience in a way that’s both creative and heartwarming.

If you’re a brand looking to create a buzz on social media this Valentine’s Day, you’ve come to the right place. Bottle PR have rounded up 22 examples of Valentine’s Day social media posts that’ll make Cupid himself say ‘damn, that’s clever’. From punny graphics to inspirational messages, these examples will give you the spark you need to create posts that’ll make your audience swoon.

Create Valentine’s Day cards

It’s time to spread the love, and what better way to do it than with the sultry tone of your brand? Not only will you be building brand awareness and recognition with content that’s as unique as your brand, but with followers sharing, commenting, and reposting, you’ll also be setting hearts aflutter with increased engagement on social media.

Adobe

Gymshark

Lego

Ikea

Heinz

Host a V-Day giveaway

Social media competitions and giveaways are the ultimate way to get your followers’ hearts racing (and thumbs scrolling), with Valentine’s Day being a great seasonal hook to wrap them around. Encourage them to like, comment, and share, and watch as engagement on your channels soar. Not only will you be boosting your brand’s visibility and reach, but you’ll also be giving your followers a sneak peek at the goods you have on offer. So, let the games begin and may the best follower win.

Ryanair

Greggs

Celebrate self-love

Valentine’s Day is not just for lovers, it’s for self-lovers too. By encouraging your followers to prioritise self-care and wellbeing on this holiday, you empower them to take charge of their own happiness. Not only will this foster a positive association with your brand, but it also opens the door to connecting with a wider, more inclusive audience. Go ahead and give your followers a gift they can truly appreciate – the gift of self-love.

Calm

Marks and Spencer

Treatbox UK

Facetheory

Share a smile

Who says Valentine’s Day has to be all lovey-dovey? Throw a little humour into the mix to humanise your brand. Share a meme, or create some light-hearted Valentine’s Day antics, and suddenly you’re more relatable than a heart-shaped pizza. Just make sure the humor fits your brand’s tone of voice and you include your key brand codes so everyone knows it’s your brand behind the lols when they inevitably share it.

Later Media

Aldi UK

Many Pets

McDonalds

Shareable quotes

Quotable, much? Nothing says ‘we understand you’ like a perfectly curated quote that hits your followers right in the heart. Get your audience feeling all the feels by sharing quotes that strike a chord with them. And don’t just grab any old quote off the internet, make sure it’s tailored to your target audience and fits with your brand’s tone of voice.

Stannah

Penguin Books

Roses are red

Feeling a little lost in the Valentine’s Day shuffle? When in doubt, keep it simple. The colour red is often associated with passion, energy, excitement, and – you guessed it – love. If none of the above feels suitable to your brand or audience, a simple pop of red or pink gives a nod to Valentine’s Day while enabling your brand to continue with its regularly-scheduled content.

Goodyear

Lick

Fortnums

Superdrug

And there you have it, a plethora of Valentine’s Day social media post ideas that will make your brand stand out like a red rose in a field of daisies. Whether you’re punning it up, promoting self-love, sharing memes, or painting the town red, these ideas are sure to make your followers fall head over heels for your brand. So, grab a glass of wine and get to planning, Cupid’s got nothing on you.

For finding the right influencer for your social media campaigns this Valentine’s Day and beyond, check out the Vuelio Media Database (and make sure they are definitely right for your brand with these pointers on picking your brand ambassadors wisely). 

What is coming up for the energy sector?

What is in store for the energy sector this year?

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Mid-2022 was a fraught time for the energy sector as Ofgem demanded companies do more to help customers struggling to pay their bills and keep their homes heated. Energy brands had to do better when it came to honouring their responsibilities to the public and communicating the support available.

With 2023 promising to be another financially-difficult year for many, here is insight on what is to come as well as how to plan and communicate clearly from industry experts Sherwood Power CEO Alex Hunter, SunGift Solar founder Gabriel Wondrausch and Williams Nicolson director Claire Foster.

Will supply/demand issues ease in 2023?

Not likely, says strategic communications and change management consultancy Williams Nicholson’s Claire Foster:

‘The pandemic put pressure on supply chains; logistic disruptions, and soaring energy prices have contributed to shortages and spiralling transport costs. Against this backdrop, the Russian invasion of Ukraine has exacerbated the situation adding additional pressure to the already unpredictable global trade landscape.

‘Globalisation, as we know it, is over. The frequency and severity of climate events persist and demand a survival strategy focused on autonomy, resiliency and risk management. A joined-up plan to cool a hot planet would benefit everyone, but leaders are more focused on their domestic territory right now.’

Sherwood Power is a renewable energy storage company that works with businesses to help them switch to renewable energies – its CEO Alex Hunter agrees that 2023 is going to be incredibly difficult for fuel and energy businesses:

‘The current issues with supply and demand are unlikely to change dramatically in the near future, and these are particularly difficult for fuel or energy-intensive businesses (such as manufacturing, data centres, delivery and logistics, etc.). Amid growing concerns about energy security and the ongoing rise in energy prices, we’re expecting to see more businesses make significant investments into renewable energy in 2023.’

Where things start to look more promising is increased public interest in sustainable and renewable energy… but this also comes with challenges:

‘From our perspective, we’re seeing that supply issues are easing,’ shares SunGift Solar’s Gabriel Wondrausch.

Experiencing an unprecedented surge in enquiries over the last year, the solar, storage and electric vehicle charger installer was hit by the challenges of supply and demand.

‘While certain components remain in short supply, the situation has certainly improved.

‘In fact, we’re currently deploying at our highest levels ever thanks to having an adaptive strategy in light of supply-related challenges.’

What do energy brand communicators need to know now?

‘It’s essential to keep clear lines of communication with customers from the outset, while clearly managing expectations from the first contact,’ advises Gabriel.

‘As a great deal of conflict can be avoided if people are prewarned as much as possible that there may be delays with their product or service.’

Alex advises action: ‘As investment in renewable energy becomes more common practice, companies that are not embracing renewables might find that they have to justify their inaction to their consumers – consumers that are increasingly concerned with both the rising cost of goods associated with fuel prices and the environmental impact of non-renewable energy.

‘We may also see more companies lending their voice to lobbying efforts, calling on Government to make it easier for businesses to invest in renewable energies, for example, by incentivising investment through tax breaks or access to low-cost finance schemes.’

On-going initiatives, incentives and goals are also advised by Claire Foster, co-author of The Williams Nicolson Trend Index:

‘Consider how your business can sustain success amidst a turbulent economy.’

‘Social impact encompasses long-term solutions and the overall longevity of your business. It is not necessary to reinvent the wheel, but a reassessment in production is needed as inflation and supply chain disruptions are expected to continue to rise’.

Key responsibilities for companies communicating change and possible risk to consumers?

Remember what is important to your business, says Gabriel:

‘Ongoing supply and demand issues have led us to go back to our mission statement and values.

‘We’ve remained customer-centric, inviting customers to partake in our survey to get an idea of how best we can improve our service in such challenging circumstances. This feedback has been taken forward and put into good, practical use in terms of improving procedures.

‘A few of the things we’ve prioritised with comms: working on our tone of voice, refining our customer journey, and being clear and concise in our communications. We’ve also established targets for response times to customers, in order to reassure them in the event of their installation being disrupted.’

‘The next two years will be painful so we must all play our part to make it a little less so for each other,’ adds Claire.

‘We don’t know what we don’t know. Companies must ask questions and share the answers.’

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

Trust in medical and health comms

How the pandemic changed our trust: what does it mean for health communicators?

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This is a guest post from Helen Fitzhugh, associate director, Healthcare at Kaizo PR.

In the past two years, consumers have been bombarded with public health information on an unprecedented scale. Over the course of the pandemic, we’ve charted consumers’ changing attitudes to sources of health information to understand who they do – and don’t – trust.

Our research reveals a number of important considerations for health comms professionals.

After surveying 500 UK consumers, we found that trust in some sources of health information had dropped significantly since 2020, with independent experts and government health advisors plummeting in the ratings.

Consumers also have shorter attention spans, consume less print and online news from traditional media outlets, and are less likely to question health information – even if it goes against government advice.

Consumers suffering from ‘health messaging fatigue’

Who would have thought, before March 2020, that we’d all become experts in virology? After living through daily updates on transmission rates, mutations, and clinical trial results, it is no surprise that we began to switch off – BARB (Broadcasters Audience Research Board) data shows that people turned to TV channels for news at the start of the pandemic and then turned away as it progressed.

The emotional stress of the pandemic may be to blame. Media consumption affects our mental health – negative news can cause distress and anxiety. People may have been avoiding pandemic news because they felt it was damaging their mental wellbeing.

Our survey found that the biggest health worry for respondents this winter was their mental health, with 39% singling this out as their top concern – ranked above Covid, colds and flu. This is particularly interesting given the headlines on the ‘twindemic’, which – you might assume – would push respiratory viruses to the front of people’s minds.

Consumers may be avoiding health news to protect their own mental wellbeing – or simply because they have had enough of virology lessons. Whatever the reason, it poses a real challenge for health comms professionals who need to engage with a disengaged audience.

Radical redistribution of trust

In 2020, consumers were quick to lose trust in a source of health information – for example, 70% would not trust information that did not come from a qualified healthcare professional. This figure has now dropped to just 51%.

Likewise, two years ago, 44% said that they would lose trust in health information that went against official advice. This has fallen to 23%.

These figures suggest that it is harder to lose consumers’ trust. This may not be as beneficial as it sounds: quite the opposite. If consumers are less likely to question the source of their health information or its accuracy, it is easier for misinformation to proliferate.

Who is in and who is out

As in 2020, healthcare professionals (HCPs) continue to be the most trusted sources of information: almost half (47%) of our respondents said they would rely on their GP, doctor, or nurse to provide them with trustworthy information to make decisions about their health.

However, as it is increasingly difficult for some people to see their GP, new information sources are plugging this gap. In 2020, only 5% of respondents said they would rely on a local pharmacist for health advice – our latest survey showed that this had jumped to 20%. Established healthcare charities and organisations, such as the British Lung Foundation, are also following this trend – with trust in such bodies up at 20%, from 9% two years ago.

The pull of independent scientists and experts has however dropped since 2020 – falling from 49% to just 29%.

So, how can you get your message across?

Revaluate your assumptions about what people will engage with. Mental health is a big concern, for example – so consumers may be more likely to engage with content about mental wellness, compared to physical wellness.

Health information that is presented as alarmist could be a big turn-off – tone matters at a time when people want to protect themselves from sources of anxiety.

Trust has shifted or consolidated. HCPs remain high on the trusted sources list, but with GP availability increasingly a challenge, consumers and patients need an alternative. Trust in pharmacists and the third sector has increased, so think about how you can tap into these sources to tell your story.

Clear, trustworthy health information saves lives and reduces the burden on the NHS – but only if you can get people to pay attention to it.

Read the full report by Kaizo PR here.

For more on trust in the health, medical and pharmaceutical space, read these posts with overviews and advice from Pharmica’s Carolina Goncalves and Lynn’s Shayoni Lynn.

Trends in retail journalism

Trends in UK journalism: what is happening in retail?

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The retail sector, like many during this cost-of-living crisis, has been severely impacted. Christmas retail sales actually held up better than many expected, thanks in part to the World Cup, but analysts are predicting a tricky few months ahead as people look to save the pennies after the festive period.

But how are the media covering the current challenges that the retail sector is facing? From the on-going economic issues to fast fashion and sustainability, journalists are always looking for new angles to cover the important topics within retail. We had a look back over the last few months on the ResponseSource Journalist Enquiry Service to see what has been trending and what is coming up.

Sign up to start receiving requests from the UK media direct to your inbox with the Journalist Enquiry Service.

Since October, the Retail & Fashion category has represented 6% of all requests on the service. This makes it the seventh-best performing category, out of the 25 to choose from, and the second most popular among our users in terms of trade/professional options with only Business & Finance receiving more enquiries. It also saw a boost in the number of requests between September and October, rising by nearly 6%.

Despite being more of a trade category, the journalists selecting Retail & Fashion tend to come from Consumer Media, with 38% from that media type. National newspaper/Current Affairs is next on 22% with the Trade/Business/Professional media back on 9%. Nearly a half (48%) of the journalists submitting an enquiry are staff journos, with freelance journalists back on 18%.

In terms of what they are looking from with their requests, 35% are after review products with 23% looking for information for an article and 16% wanting a spokesperson or expert. The high number here for review products can be attributed to a large amount of Christmas requests in the period we are covering (October to December) and bloggers and consumer journalists often look to cover fashion trends for the festive period and look ahead to the new year.

When we look at the keywords and phrases that have been used within the Retail & Fashion category, ‘cost-of-living’ appears in nearly 3% of all these requests. A number of enquiries come from broadcast media with news providers such as ITV News and 5 News looking for filming locations and retail businesses on how they are coping with the cost-of-living crisis. This provides a great opportunity to get clients featured on national news and highlight how the economic downturn is affecting the retail sector.

Keywords in retail

National newspapers have also been looking along a similar line, wanting to find case studies about the impact on small businesses with requests coming from the Metro, The Daily Express and The Times. Plus, enquiries from trade titles such as The Grocer, including ‘Christmas in a cost of living crisis – impact on grocery/food and drink shopping’.

The cost-of-living crisis is a very immediate trend and concern for the retail sector but one that has been affecting this area in the longer term has been the rise in online retail and retailers. ‘Online’ was our top keyword in the last three months, featuring in 12% of all requests in the Retail & Fashion category.

This figure might be skewed slightly, as many come from online publications. However, we have seen requests from trade and national press titles around this. A journalist at Industry Dive was looking to ‘profile two businesses about online payments’ offering a good opportunity for any case studies. While the Daily Mirror looked for the ‘best boxing day sale offers – online, high street retailers and supermarkets’. This is, of course, more of a seasonal request but does contain another two keywords in ‘sale’ and ‘high street’. The former made up nearly 3% of the Retail & Fashion requests while the latter was in just over 1%. Again, ‘sale’ might appear due to the timing we are looking at with Christmas and then the January sales.

Another couple of time sensitive key phrases were ‘Black Friday’ and ‘Cyber Monday’ which combined appeared in nearly 2% of the total requests. These were mainly looking for products to review and information on the best deals out there. Journalists will often look in advance for this, especially if it is going to be a feature in their publication, so requests can be from September and into October.

Despite the economic downturn, ‘luxury’ was the second most used keyword on the service as it appeared in over 6% of all requests. The majority of these were looking for products to review or to include as competition prizes but that still presents a good chance to promote a client’s brand. There were also a few looking for spokespeople on the luxury retail industry including this one about the ‘present and future of luxury industry’.

Finally, another more recent trend from the retail sector has been sustainability. This applies both to the fashion industry, moving away from the era of fast fashion, and supermarkets and the food industry, trying to reduce single use plastic and encourage recycling. ‘Sustainable’ as a keyword has been in 2% of all requests from October to December.

Requests around this keyword have focused on spokespeople or experts in this field from a variety of consumer, trade and national titles. This has included Natural Health, The Times, PA Media and The Grocer. Several have asked specifically for a sustainability expert and with environmental issues often at the top of the news agenda, there are bound to be more requests of this nature. Therefore, a great opportunity to get coverage in the media.

Topical issues such as the cost-of-living crisis, the rise of online shopping and the focus on less waste and more sustainability within retail look set to continue. While other requests around the retail sector can be seasonal, as seen with Christmas and Black Friday. Notable events such as Valentine’s Day and Mother’s Day are approaching and journalists will be keen to get information and case studies around the impact on retail.

Find more information about the benefits of the Journalist Enquiry Service here and find more tips on connecting with retail journalists in our white paper How to pitch to journalists.

The no-nonsense guide to PR and comms in 2023

The no-nonsense guide to PR and comms in 2023

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This is a guest post from The Media Foundry’s associate director Kat Jackson.

It is still January and we’ve all been inundated by the 2023 predictions; the good and the bad. We’re all braced for impact – but is it helping anyone to really prepare?

So, instead, let’s look at things practically, and with a promise of no overuse of the words ‘tough’ and ‘resilience’. Here is how PR and comms professionals should be approaching the year, avoiding all the hyperbole.

1. Make sure the foundations are solid

Check them regularly. There is a reason why the admin, the structure of PR accounts is (by and large) universal. They are tried and tested tools to keep clients updated on progress and regularly reminded on the value you are adding to their work. You make their lives easier. If you aren’t, check in and ask why, and if something needs to be switched up.

2. Do more, with less

It is a simple, uncomfortable fact. Most businesses will tend toward the frugal. Budgets will be stretched. But there are also instances where comms can be treated like a tick box – release done, coverage in, move on. Not always the best policy. Content concepts can keep coming back, certain themes will have a longer shelf life which can be explored in different ways. Marketing should always ask itself if there is still room for further delivery. Challenge those you think could be trying harder. Push for better. Take a good hard look at the service and see what could be improved. Longstanding work can become somewhat rote to even the most dedicated – but complacency this year is a risky strategy.

3. Ask the right questions

Will this make the boat go faster? I used to have a client who had this hung on the office wall. It is an old adage from Olympic rowing success, and it is a good one. How will this comms strategy help the business to grow, sell, improve performance? If that can’t be explained beyond ‘awareness’ – well, there is your answer. We’re already talking to people who have put a pin in PR because the big creative ideas had woolly success criteria. They won’t be the only ones. The right questions do go further though. What more could we be doing to help the client? Do we know what else is going on within their walls – and can our advice assist?

4. Mess with the bull, get the horns

PR is not always known for its transparency. But obfuscation and vague thinking will get short shrift. This is true at any time, but it is doubly so when the recession is on the horizon. Big thinking and grand creative ideas are great, and there will always be a place for them. But are they really what the brand needs right now? ‘Yes’ is a fine answer. ‘No’ can be equally necessary.

5. Remember the value of what we do

Yes, it might be hard to put a figure on sometimes. But it remains true that effective PR can be one of the most cost-effective ways for companies to market, and one of the biggest gaps to fill if it is lost. For example, there is no business quite as motivated for their comms than one facing an unexpected crisis without advice. There will be cases where a smart SEO push or a mass ad campaign may bring more immediate benefit to a business – that is all in the mix, it is how marketing works. The essence of PR is simple communication; who the client is and what they do. Facilitate a dialogue. You can still bring people together, even when everyone is feeling the crunch. Sometimes that is when it matters most.

For more trends to watch out for this year, check out these 15 trends to plan for in PR and comms in 2023. And need more ideas for effective measurment to prove the value of your work? Here are seven ways to measure your content.

Getting to the truth of the matter on misinformation

Getting to the truth of the matter on misinformation

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‘The way social media platforms are designed and are growing in power is making it easier than ever before to spread misinformation like wildfire,’ believes Shayoni Lynn, CEO and founder of multi-award-winning behavioural science consultancy Lynn.

A Fellow of the Chartered Institute of Public Relations (CIPR) and the Public Relations and Communications Association (PRCA) and Chair of PRCA Cymru, Shayoni was awarded the Mark Mellor Award for Outstanding Contribution to the Industry at PRCA Nationals in 2022 and included in PRovoke Innovator 25 EMEA. She represents Wales at the UK PR Council, is a founding panel member and Vice-Chair of CIPR’s Behavioural Insights Interest Group and a frequent industry awards judge, regularly speaking on the use of data, behavioural science in communications, and measurement and evaluation at conferences internationally.

Shayoni Lynn

Here, Shayoni shares an overview of the misinformation challenge for comms people across politics, public affairs, the media and more – and explains what the sector should be prepared for.

Have you noticed an increase in misinformation in your space over the last few years?

There’s a number of ways of measuring this, and all of them are fraught with difficulty. We’re not academics, we’re practitioners, but we can say a few things with certainty. First, the way social media platforms are designed and are growing in power is making it easier than ever before to spread misinformation like wildfire. Second, a lot of the society-wide factors that increase the spread of misinformation – uncertainty, information overload, crisis – are getting worse. And third, we’re hearing more regularly from our clients that this is an issue which is making it harder to retain their relationships with key audiences.

Are social media platforms doing enough to tackle misinformation?

I think the platforms would be the first to admit that more could be done to tackle misinformation, so that in itself isn’t particularly contentious. Again, there are policymakers and campaigners whose focus is on pressuring the platforms to act more comprehensively, and our job as practitioners is to protect our clients in the world as it is, not as we’d like it to be.

What additional steps should social media be taking?

We’re not in the business of making policy recommendations, but one thing is for sure: transparency is never a bad thing. Transparency about how they are making moderation decisions and transparency about how their algorithms are recommending us content is something that academic researchers have been calling for for quite some time now, and can only help us as a society get to grips with the problem.

What advice would you give to others in your sector for correcting misinformation among the general public?

There are three pieces of advice which should provide a solid foundation for any strategy to fight misinformation.

1) Just because you feel like you need to respond to something doesn’t mean that you should. Social media algorithms are designed to harness our impulses to propel content to the top of more users’ newsfeeds, so in responding to something we might just be exposing more users to it.
2) Just because something is a problem on social media, doesn’t mean it’s a problem with your audience. Social listening tools can be incredibly helpful in detecting potentially harmful information, but it doesn’t necessarily mean that it’s reached our audience or is resonating with them.
3) Finally, it’s not all in your control. Misinformation is spreading because of forces well beyond this current moment – a changing climate, a revolutionised information environment, increasing inequality – and there’s no correction that’s going to fix all of that. By acknowledging this we can focus more of our energy on what we can control, than wasting it worrying about what we can’t.

Are there any particular areas that you feel will likely be the target of misinformation in 2023 PRs should plan for?

One advantage we have on misinformation is that it rarely falls out of the blue – it tends to spike in response to unfolding events. Extreme weather events, global conflicts and public health crises are all areas where misinformation can thrive. We’d recommend keeping an eye on countries that have elections coming up, too.

But the truth is, we know that regardless of the focus of the misinformation, the structure of it will be much the same: it will be pitting in groups against out groups, leveraging social divisions and blaming the world’s ills on a secret cabal of elites pulling the strings behind the scenes.

Does misinformation negatively impact those within the sector as well as the general public?

Absolutely. If your job is to build a relationship between the organisation you work for and your audience, then misinformation should be on your radar. Bad information has the potential to sever this relationship.

For more on misinformation and how the comms industry can help combat the issue, read this interview with Pharmica’s Carolina Goncalves for how it is impacting the pharmaceutical sector.

To help track how your message is received across the media, the political sphere and social media, try Vuelio’s monitoring services.

What went well: what we can learn from the Christmas campaigns of 2022

What went well? Lessons from the campaigns of Christmas past

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Santa’s fizzy drink truck – you know the one – has driven its way back out of town and the broadcast space has put away its tinsel-ified TV ads for another year. How did the big brands do with communicating Christmas 2022 during such a difficult time for their consumer bases?

Excess was out and more mindful messages of personal connection were in – with a tough year ahead for many, 2023 will need the same careful approach. Here is what we can learn from the successes of our recent Christmas past in PR, communications and marketing.

How did the supermarkets do? Nostalgia versus realism

‘I loved the Asda Christmas ad for 2022, but John Lewis really hit the mark and showed that the brand understands people,’ says Aura’s Laura Sutherland of the efforts from UK supermarkets this year.

Asda’s ‘Have Your Elf a Merry Christmas’ provided escapism from the realities of 2022– ‘a moment of joy‘, according to Asda brand communications’ senior director Stephi Brett-Lee – by tapping into fondness for the 2003 Will Ferrell film…

…while John Lewis leaned into reality with ‘The Beginner’, a tale of a foster father hoping to welcome a new addition to his family by learning skateboarding:

‘Asda played on the nostalgic factor and created a highly entertaining and funny ad with Buddy the Elf, but John Lewis got it spot on with another engaging campaign that drew attention to an important cause, started conversation and got the public mood right,’ says Paul McCarthy, general manager at Chantry Place Norwich.

While Asda took note of its consumer base’s wish for a ‘no-compromise’ Christmas with the cheery ad, the campaign at-large did not ignore the situation many were faced with this year. In November 2022, reporting on budgeting for Christmas increased by 486% year on year – adverts, no matter how ‘no-compromise’, had to follow suit. Asda chose to blend fantasy into representations of its real-life stores with expensive SFX, but the campaign also extended out to toy drives in-store and the promise of ‘festive surprises’ for community groups. This added to initiatives the supermarket had already put in place to help the cost-of-living crisis, which have received plenty of positive coverage in the press.

In contrast, the always highly-anticipated John Lewis advert was empty of Asda’s hyper-real bright greens and reds. Instead, it featured concrete skateparks, the odd injury sustained when learning a new hobby and a recognisably-real family living room. A departure from the previous years’ sci-fi-heavy ‘Unexpected Guest‘, the ‘The Beginner’ highlighted human issues instead of ETs, gaining positive write-ups and reaction for its focus on fostering and the UK care system.

2022 was not the year for false-ringing sentimentality or mawkishness – as economic struggles continue for many, 2023 will not be either.

‘Many of the high-street brands that have become synonymous with big-budget Christmas ads took a community/social responsibility approach for 2022 which made sense to me,’ says Robert Bradley, centre manager at Castle Quarter.

‘M&S had the message that by spending with them we were supporting good causes and the John Lewis ad took shopping all together, instead focusing on a foster family storyline. Interestingly though, despite the cost-of-living crisis and more and more people turning to food banks, the food arms of both brands did not shy away from showing large tables heaped with food in their Christmas ads. I personally found the child crying due to missing out on a sausage to be in quite bad taste…’

Another lesson to be learned for comms people – Christmas campaigns can do well outside of television. Eschewing the ‘traditional, multimillion-pound Christmas ad‘ for its 2022 festive effort was Co-op, which instead teamed up with Your Local Pantry and Big Zuu for an Instagram livestream.

Retail – Tales of a ‘Traditional’ Happy Christmas… with some help

Next’s ‘Gifts we know they’ll love’ spot featured standard festive TV ad fare – people opening Christmas gifts (with household name brands inside, naturally) in front of a Christmas tree.

However, its urge to customers to ‘merry everything’ came with the offer of ‘help’ for making Christmas magical. The approach paid off in profits:

‘Retailers like Next did extremely well this Christmas period, reporting “better than anticipated” sales, and great feedback from comms campaigns,’ says Wizz Selvey, Top 100 global retail expert and founder and CEO of Wizz&Co retail strategy consultancy.

‘I always tell my retail clients, whether they are selling D2C or B2B, that the customer and their needs have to be at the centre of EVERY activation. This year customers needed simple solutions to gift giving that weren’t going to cost them dearly. Any retailer who was able to communicate ‘a solution’ to tighter budgets within the cost-of-living rise, would have had brilliant feedback from shoppers. Adding that ‘extra luxury’ element would increase sales revenues even further.’

‘The influx of ‘sadvertising’ this year was a depressing movement, however. As it was such a widespread theme, consumers don’t seem to have really reacted.’

Did shoppers show up for the high street?

Experiential marketing continues to be a safe bet for attracting footfall to physical locations – even when budgets are tighter. East Anglia’s Chantry Place Norwich – home to 90 shops, cafes and restaurants – brought the bright lights from brand ads with reasons for families to visit:

‘In 2022, we had a new Christmas lights scheme at the Centre, with free photo opportunities including a Santa’s sleigh and Trio of Twinkling Trees, plus pop ups returning for the festivities. We worked closely with a local charity Alive UK on a Christmas gift appeal and also had a post box in the Centre, granting wishes for presents as we knew that Christmas would be hard for many.

‘With the recession and cost-of-living crisis, we will continue to offer free events into 2023 for families to enjoy to give them a reason to visit and stay longer with us. We will also continue to be part of our community, working with other businesses and our neighbours at the Centre in a collaborative approach.’

How else can brands and businesses keep the customers coming, for Christmases of the future and throughout the year? As ever – by offering extra.

‘Retail did take a bit hit during the pandemic, but there are certainly sectors that have flourished within that,’ says Wizz.

‘For instance, any brand that has an active omnichannel mix of online, social media and in-store sales. From my perspective, the high street is far from ‘dead’, as so many tabloids are claiming, but there has been an irreversible shift in how consumers research, shop and loyalty following purchase as well. We’re all looking for that something extra!’

For more on purchasing trends during 2022, read our report on which brands were most likely to be gifted second-hand during the festive period. And for trends to plan for in 2023, check out these 15 PR and communications trends.

How to stem the flow of medical misinformation

Turning the tide on medical misinformation

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Misinformation is a growing issue of concern across all areas of the media. Whether shared via social or ‘traditional’ mediums, the spread of incorrect information has had far-reaching consequences on individuals and whole communities across the planet.

It can spread fast. And particularly dangerous – also incredibly catchy, unfortunately – is medical misinformation. On the rise since the early panic-filled days of the pandemic, it continues in conversations between family members and friends who may have misheard something; in niche pockets of influence on platforms like TikTok, Twitter and Instagram, and even on mainstream broadcast news, from high-profile public figures.

How can experts ensure the truth is heard and understood above all of the noise – both well-meaning and more nefarious in motive – being communicated? Pharmica‘s superintendent pharmacist Carolina Goncalves explores the rise of the issue from the point-of-view of the medical industry and how the tide of information can be turned back to the truth.

The increase of misinformation

Medical misinformation has been a global issue, becoming much more noticeable since the COVID-19 pandemic began, and has definitely been prevalent within the pharmaceutical industry.

In the early days of the COVID-19 outbreak during March 2020, US President at the time Donald Trump recommended the antimalarial drugs hydroxychloroquine and chloroquine as a preventative treatment against the virus. Health officials quickly advised the public that this was not a suitable treatment and would not offer protection against Covid, however this still led to global shortages of the drug, meaning patients with malaria, lupus and arthritis who required the treatment could not get a hold of it. After Trump’s message, we saw a rise in people searching for hydroxychloroquine, chloroquine and chloroquine phosphate on the Pharmica website, showing the impact of the ex-President’s words had spread globally.

In order for an online or community pharmacy to sell prescription medications in the UK, there are many rigorous standards and regulations from the GPhC (General Pharmaceutical Council) and MHRA (Medicines and Healthcare products Regulatory Agency) that must be met, so only pharmacies that meet those requirements and are registered with these two bodies can sell such medications.

Due to the COVID-19 pandemic, the online pharmacy space has grown hugely over the last few years, of which Pharmica has noticed the sharp increase in the number of illegitimate online pharmacies that have skirted the regulations set by the GPhC and MHRA.

An ITV investigation found there were many websites posing as registered pharmacies that were not only selling medication in different strengths to what they were advertising – meaning patients could easily overdose by taking the wrong strength – but were also selling addictive drugs like Xanax, Valium and Ambien without requiring a prescription, as well as allowing people to bulk-buy these medications.

ITV found that these sites also do not carry out consultations or require patients’ medical history before purchasing treatments, and post medication in plain packaging without necessary patient information leaflets.

The spread of medical misinformation has definitely increased over the last year or two, as social media platforms, health organisations and governments have locked down on fake news and accounts that spread illegitimate health information, but because of how quickly misinformation spreads, there are still ongoing issues.

The social media situation

Since the influx of misinformation that grew from the Covid pandemic, the World Health Organization (WHO) established a series of principles on how to identify reliable sources of information on social media. It also worked with YouTube to build the COVID-19 Misinformation Policy, as well as guidelines for content creators that aimed to inhibit medical misinformation related to the virus from being spread across the platform. According to WHO, 850,000 YouTube videos that contained misleading COVID-19 misinformation were removed between February 2020 and January 2021.

Most social media platforms have developed one or more strategies to address the spread of misinformation, including softer measures such as warning labels on posts, and harder measures such as content removal and account bans.

While it is clear social media platforms are providing some level of defence against misinformation, there is still concern against the rate of misinformation being spread to wider audiences and how this can be tackled while an active push towards ‘free speech’ is being prioritised. We are still yet to see how Twitter, under its new ownership, finds a balance between these two issues.

What more should social media platforms be doing?

Besides continuing with the policies and steps they are currently taking to stop the spread of disinformation on their platforms, social media platforms still have more they can do to reduce the spread of misinformation, including:

• Adjusting algorithms that amplify social media misinformation so its spread is reduced and accounts that encourage conspiracies are de-prioritised
• Prioritise social media misinformation continuously, not just when it falls under public scrutiny
• Make the closure of bot and fake accounts a regular occurrence, encouraging a platform-wide standard, and also showing that social media platforms are responsive to public demand and public safety
• Work with advertising agencies to inhibit the monetisation of misinformation
• Continuing an active push with leading medical professionals to ensure the information they are circulating is up to date and legitimate

What the medical and pharmaceutical sector do to stop the spread

Although witnessing medical misinformation being spread can be frustrating, especially as a healthcare professional, it is important to remain understanding as to why some people may hold irrational beliefs. Mocking them for having these views, or suffocating any conversation around them, can lead to a further level of distrust between the general public and professionals within the pharmaceutical industry, which can further fan the flame of misinformation.

It is important to target misinformation with education and critical thinking – after all, social media regulation will not stop misinformation from being spread in the long-run, as people will find other ways to do this. Changing the way people take in information and educating them on how they can validate information before believing it directly must happen, too.

When it comes to those who are using misinformation to capitalise on people’s fears and ultimately boost their own status, reporting those accounts to social media platforms and correcting the misinformation can prove useful.

It is important for healthcare professionals, including those within the pharmaceutical industry, to acknowledge that the key priority is always patient safety – profits are a secondary motivation and companies using misinformation of any form to further profits are doing so to the detriment of the patient.

Topics at risk of misinformation in 2023

As new variants of COVID-19 continue to cause infection rates to rise globally – as we are currently seeing with the latest Omicron variant XXB.1.5 – misinformation surrounding the strain and vaccine will likely continue to spread.

Major health organisations such as the World Health Organization, who have been posting on social media platforms about the importance of getting vaccinated, still receive thousands of comments from people stating that they will ‘never get the vaccine’, that the WHO are ‘pushing propaganda’ or that ‘vaccines are just a money-making scheme’.

Closer to home, England has seen at least 94 deaths over the last few months caused by Strep A. The UK Health Security Agency (UKHSCA) clarified that around 41% of the deaths were among those aged 75 and over, while 17% of the deaths were from children aged 10 and below. It has been thought that this spike in the bacterial infection is due to a less immunity and a rise in social mixing after the Covid pandemic. It didn’t take long for misinformation around the deaths to circulate, leading to social media posts that firstly implied this was due to the new nasal flu vaccine – and secondly, that Strep A used to be mild but has suddenly become lethal in children. Full Fact, an independent UK fact-checking charity, identified these claims as misinformation.

It is possible that as certain illnesses have resurgences, especially ones that previously had infections peak in times before the prevalence of social media, these may be targets of misinformation.

The fight continues

In the pharmaceutical industry, it is imperative that misinformation is corrected so patients have the right information necessary for making informed decisions about their health, or else it can cost people’s lives.

Misinformation can create further barriers between people getting the necessary medication they need by creating levels of distrust between the public community and pharmacists, making it harder for pharmacists to do their jobs and keep people safe.

For more on the spread of misinformation, download the Vuelio white paper ‘Fact-checking and fast news: Expert lessons for journalists and the media‘ featuring contributions from Channel 4 News FactCheck, FactCheckNI and The Ferret Fact Check Service as well as media academics Professor Charlie Beckett of Polis, LSE and John Murphy, University of Hertfordshire.

EU regulations to prepare for

EU regulations: The updates, rollbacks and rewrites to be ready for

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2023 is fixed to be yet another busy year in UK politics, not just for those in Parliament but for the PR and public affairs people communicating upcoming EU regulation changes to the public.

Here are some of the big updates, rollbacks and regulation rewrites to be prepared for, with pointers from those in the industry on what to expect.

You need to be ready for… Britain’s relaxing of ‘ring-fencing’ banking reforms

What is it: Back in December 2022, plans were announced for the easing of banking rules that had been instituted following the global financial crisis of 2008. Chancellor Jeremy Hunt said at the time of the announcement that the changes will make the UK ‘one of the most open, dynamic and competitive financial services hubs in the world’.

What is on the way: In what Hunt characterised as the use of ‘Brexit freedoms’ to make the UK a more competitive proposition, the proposed package of over 30 changes include a lifting of the bankers’ bonuses cap and the easing of capital requirements for smaller lenders. Regulations holding bankers accountable for their decisions will also be reviewed by the Government, while ‘ringfencing’ rules to keep potentially dicey investment banking from impacting retail operations will be relaxed.

Take note: At the time of announcement, critics warned that the changes could lead to increased risk, while proponents highlighted plenty of opportunity for the financial sector.

You need to be ready for…. requirements of the Digital Service Act (DSA)

What is it: The DSA, originally approved by the EU Council in October 2022, requires large search engines to take responsibility for the content on their websites and servers, with plans for future extensions to large online platforms. Established brands like YouTube and Facebook will be impacted… as will every business and individual that shares content there.

What is on the way: ‘Large digital firms operating in the EU must submit the first set of performance reports to the EU Commission this month as a requirement,’ says Delphine Gatignol, business unit director at Newsback.

‘These companies will face fines if they allow illegal content, misinformation and cyber bullying to go unchecked.’

Take note: ‘As a signatory on the Code of Practice on Disinformation at Newsback, we will be assessing how seriously platforms are fighting disinformation,’ shares Delphine.

‘When it comes to addressing this problem, we recognise that online platforms have their work cut out. The Code was created to provide a framework and set goals to help digital firms fulfil their responsibilities.

‘Our co-signatories, as well as the platforms, include civil society actors, fact-checkers, source-raters and anti-disinformation companies. In the year ahead this smaller group will be holding digital firms accountable and ensuring the Code becomes an effective tool against disinformation.’

You need to be ready for… amendments to the Unfair Commercial Practices Directive

What is it: This directive on unfair commercial practices was put in place in 2005 to boost consumer confidence while making it much easier for businesses to trade across borders. It has since been amended to enable easier enforcement, but more changes are to come.

What is on the way: ‘ESG has been shaping the way both organisations and the communications sector evolve – this is one of the policies centering greenwashing and introducing standardised approaches to ESG reporting this year, addressing unclear language about environmental credentials,’ says Sarah Woodhouse, director of AMBITIOUS PR.

Take note: ‘This has been an EU priority for a few years now, but this will be a big year as we prepare for 2024, when the policies for addressing these issues will enter into full force,’ advises Sarah.

You need to be ready for… the Product Environmental Footprint (PEF)

What is it: This ‘multi-criteria measure of the environmental performance of a good or service throughout its life cycle’ will seek to reduce the negative environmental impacts on account supply chains.

What is on the way: The planned update to the PEF will ‘introduce an improved framework for Life Cycle Assessments, that take into account the footprint of products, including upstream and downstream impacts,’ says Sarah at AMBITIOUS PR.

Take note: If your business has a supply chain of any sort, this impacts you. As Sarah warns: ‘The implications will be felt by businesses outside the EU and within not only product and sustainability but also marketing and communications teams.’

You need to be ready for… the Corporate Sustainability Reporting Directive

What is it: Expanding on the existing EU corporate sustainability initiatives on supply chains, the CSRD is a reporting requirement that will cover big large public and private companies meeting at least two of the following criteria: 250+ employees, €20 million or more in total assets or €40 million or more in turnover.

What is on the way: ‘This has started to be applied already, but will be mandatory next year, warns AMBITIOUS PR’s Sarah.

Take note: ‘Companies listed on regulated markets in the EU will be rapidly getting familiar with the rules and preparing to publish info on issues from environment, employee treatment, carbon emissions and human rights this year’.

You need to be ready for… the Digital Operational Resilience Act (DORA) and the proposed Cyber Resilience Act

What are they: ‘Strengthening the IT security of financial entities such as banks, insurance companies and investment firms’, DORA was put in place to ‘ensure that the financial sector in Europe is able to stay resilient through a severe operational disruption’. The Cyber Resilience Act will aim to boost existing cybersecurity rules to ensure greater security for hardware and software products.

What is on the way: ‘Although it will be a couple of years before mandatory compliance for Digital Operational Resilience Act (DORA), it will eventually put financial organisations in a much stronger position for handling outages, leaks, unauthorised access and data loss,’ advises Jakub Lewandowski, Global Data Governance Officer at Commvault.

‘Within the highly sensitive information that the financial sector holds, this is incredibly important.

‘DORA lays out detailed requirements on every aspect of cybersecurity – technical, organisational and functional. Financial organisations will need to set up necessary resources, communication routes and, for the first time, we are seeing a whole article within a piece of legislation about backup requirements. With the ever-increasing threat of cyber attacks taking key institutions and even whole countries offline, DORA favours on-premises backup, rather than connection-reliant cloud backup options.

Take note: ‘Preparations to comply with this legislation will involve reviewing legacy IT systems to ensure that they meet regulations and potential investment in new software, so it may be costly in the short term,’ says Jakub. ‘Yet, in the long term, the level of cybersecurity will be raised, limiting attacks, reducing downtime and, according to the EU, saving up to €290 billion annually. Any business which has connections to the EU market will have to comply with DORA’s regulations, so I predict that the UK will soon follow suit with similar regulations. These preparations take time, so work should begin now to ensure compliance in plenty of time for the inevitable conformity deadline.

‘It may still be a while until we have to take decisive action to ensure compliance with the Cyber Resilience Act, as it has just entered the initial consultation process. It is likely to be a year or two before it is finalised and then organisations will be given a 24-month transition period to comply. However, it is never too soon to be aware of upcoming changes. Regularly monitoring for updates will ensure that businesses are prepared for the changes in good time.’

You need to be ready for… incoming changes to flexible working regulation

What is it: ‘Employees are to be given greater flexibility from the moment they commence employment with new legislation that will introduce a day one right for them to be able to make up to two flexible working requests in any 12-month period,’ explains Lupton Fawcett’s Glenn Jaques.

‘A flexible working request can be to work from home, job-sharing, flexitime and compressed hours requests.’

What is on the way: ‘This is a significant change from the existing position, which allows employees to make only one request after having worked for their employer for at least 26 weeks. It is not clear when the legislation will come into effect but employers need to be ready for the changes.’

Take note: ‘The proposed changes make no changes to the existing eight reasons that an employer can rely on to refuse a request. The financial penalty for breaching the flexible working rules is up to eight weeks’ pay but the larger risk comes from an unreasonable refusal, which may result in a discrimination claim. To minimise the risk employers should ensure that they give careful consideration as to alternative options to rejecting a request in order to ensure that employees are fully supported where a request cannot be fulfilled,’ advises Glenn.

For more moves in the world of politics, check out Vuelio’s Political Monitoring services. 

Trends in health journalism PRs need to know about

Trends in UK health and medical journalism PRs need to know about

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It is now around three years since the British public first heard about a new disease called ‘COVID-19’. While most industries were massively impacted by this in a negative way, health journalism and reporting of the symptoms, cures and variants became the primary focus for most media outlets. In 2023, this focus continues, with news organisations covering diseases such as Monkeypox and Strep A in particular detail as the public seek information.

Health journalism, though, is a broad subject covering everything from disease and illness to dieting, exercise and mental health. Here is a look back over the last few months at topics and trends in this sector, based on what journalists have been requesting via the ResponseSource Journalist Enquiry Service.

Sign up to start receiving requests from the UK media direct to your inbox with the Journalist Enquiry Service.

The first thing to note is that since September 2022, 28% of all enquiries have been either for the Health category or the Medical & Pharmaceutical category, or both. The Health category performed especially well and was the third most selected category out of all 25 over the last three months, underlining the increased importance of health reporting in publishing. The Medical & Pharmaceutical category also saw a 5% increase in requests between September and October and a 13% rise between October and November.

Sender type for health requests

The journalists submitting enquiries for these categories are most often staff journalists (55%) with freelance journalists making up nearly a third (27%). They also tend to be looking more for the consumer angle with 39% of all enquiries coming from Consumer Media and the National Newspaper/Current Affairs media type in second, back on 32%. The national press requests will generally be more focused on consumer health but there is still a significant proportion of trade health journalists using the service, with 11% coming from that media type.

Publications often plan their content months in advance, especially when it comes to features, so content around healthy eating to start the new year and challenges like Veganuary are written up in November and December. ‘Food’ is the top keyword, appearing in 13% of all health and medical requests.

Keywords for health and medical categories

Requests have varied from ‘Food or drink that raises/lowers blood pressure’ to ‘Looking to speak to an expert regarding sharing and displaying food hygiene info’. There have also been requests seeking nutritionists or dieticians for ‘diet trends of 2023’ from the consumer perspective. Meanwhile, on the trade side, we have seen requests for food scientists looking to speak about superfoods.

With food proving such a popular keyword within the health and medical categories, it is perhaps unsurprising that the words ‘diet’ and ‘nutrition’ have also performed well, appearing in 5% and 4% respectively.

Along a similar line, ‘fitness’ was in 9% of all requests between September and December. The UK media often publishes a lot of content in January around fitness goals, trends for the year or ways to lose weight as people make resolutions. The keyword ‘weight’ was also in 3% of enquiries while ‘exercise’ appeared in 4%.

These enquiries have tended to be more consumer-focused coming from magazines such as Cosmopolitan, OK! and Fabulous. The requests are often for a ‘fitness expert’ but we have also seen journalists looking for ‘fitness challenges’, ‘fitness trends’ and ‘fitness fashion and accessories’. This gives plenty of scope to reach out with clients in this field.

The awareness around ‘mental health’ has increased significantly in the last few years and as a key phrase it appeared in 5% of all enquiries across health and medical. The period we are looking at (September to December) includes World Mental Health Day (10 October) so this might be a reason why it was the fourth most popular keyword/phrase.

The split between consumer and trade titles here is much more even with national press also regularly looking into issues around mental health. Newspapers such as The Independent, The Daily Telegraph, The Mirror and MailOnline all made requests with this key phrase.

‘Mental health’ requests were mainly focused on finding experts, which fits in with the general picture when it comes to enquiry types. 40% of all enquiries for health and medical were for a ‘spokesperson’ or ‘expert’. In the three months we covered, journalists were often looking for experts on men’s mental health, which may be due to Movember. However, general advice on how to improve mental health also did crop up regularly.

Finally, many of the common keywords we see in these categories are regarding specific illnesses or diseases. ‘Cancer’ and ‘Covid’ appeared in 3%, ‘menopause’ and ‘cold’ were in 2% and ‘flu’ in 1% of all enquiries. Journalists tend not to look for experts in these keywords but it is more common to see requests for both case studies and general information for an article.

There are also a much greater volume of trade health outlets here with The Carer, Pharmacy Magazine and livescience all covering these keywords. Information on symptoms and signs of various illnesses is also popular in several national press outlets including the Daily Express.

Features may have been filed for a lot of journalists now but the Journalist Enquiry Service will remain populated with Veganuary and Dry January requests throughout the remainder of the month. This means there is still the chance to help health journalists with products recommendations for their readers and the information they will need. Those with useful case studies or illness information also have plenty of scope for connecting with journalists reporting on these topics throughout the Winter months and beyond.

Find more information about the benefits of the Journalist Enquiry Service here and find more tips on connecting with health journalists in our white paper ‘How to pitch to journalists‘. 

Want more on trends for 2023? Check out these 15 PR and communications trends you need to plan for in 2023. 

Protecting PR budgets in a downturn

3 campaigns that prove PR budgets must be protected in a downturn

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This is a guest post from Patrick Jeffrey, managing partner at Contagious.

The Bank of England has warned that the UK is hurtling towards recession. And not any old recession: the worst since records began.

This news is galling for any industry, but it is particularly depressing for comms because we know the drill by now: recession hits, clients pull budgets, spend decreases. Agencies then have little choice but to hunker down and weather the storm until brighter days return.

And recent news would suggest this cycle is under way. Meta recently reported a 4% decline in ad revenue; Google’s grew just 3% (compared to 43% last year) and YouTube’s revenue decreased for the first time in its history. Clients are feeling the pinch.

Public relations is not immune either. The IPA’s Bellwether report found that PR budgets were cut 4.8% in the last quarter and warned the ‘financial outlook is at its most downbeat since the start of the pandemic’. So agencies of all hues are feeling the pinch, too.

Cut it out

Plenty of marketing experts have already explained why reducing spend is the worst thing you can do in a recession. But if brands are hellbent on taking a scythe to their budgets, PR should be one of the last areas to be cut. Why? Because, at Contagious, we see first-hand how the combination of earned media and creativity can punch well above its weight.

In fact, as we selected the campaigns to feature at our Most Contagious event in November, it struck us that the ideas defining the year have been just that: powerful PR stories that have generated outsized levels of fame. Here are three of our favourites:

Contagious This is what ketchup looks like to AI

In August, Heinz’s AI Ketchup stunt cleverly piggy-backed upon the interest in OpenAI’s image-generating technology DALL-E 2 in order to reinforce how distinctive the product is. Working with Rethink in Toronto, Heinz fed the AI tool with all sorts of keywords – such as ‘Ketchup Renaissance’, and ‘Ketchup outer space’ – and in turn created a funny, engaging and PR-able idea that got people thinking of their own Ketchup creations.

And then there’s Sheba’s Hope Grows project, where the pet food brand worked with AMV BBDO to create a living coral reef in Indonesia’s Spermonde Archipelago. This was designed to raise awareness of scientists’ estimations that 90% of the world’s tropical reefs will disappear by 2043. A living billboard spelling ‘Hope’ sat at the centre of the campaign and helped to generate some impressive results: 2.5 billion earned media impressions; ROI of 308% and a 300% increase in fish populations around the regenerated reef.

Perhaps a lesser-known, but equally inspiring example comes from Cris-Sal, a salt brand in Ecuador. In South America, salt is deemed to be bad luck – so much so that the brand’s attempt to sponsor the national football team were rejected in case the association negatively affected their fortunes.

So, working with Paradais DDB, the brand played on these negative associations by sponsoring the opposition teams instead. The Unlucky Sponsor campaign therefore sought to help the Ecuadorian football team by hindering their opponents. It was a genius judo-flip manoeuvre: with some smart thinking the brand went from being banned from advertising to being hounded for comment by the media.

Contagious campaign example from the World Cup

‘We advertised on billboards in our rival’s country, we shared it on our social networks and with that simple photo, we made news all over the country,’ said Agustín Febres-Cordero, the agency’s founder and creative chairman. ‘Once you have everyone talking about you, the media open their doors: they wanted to know the story behind these controversial billboards.’

The winning formula

Of course, we shouldn’t be overly surprised by the magic combo of earned media and creativity. Effectiveness legends Les Binet and Peter Field found in 2013 that fame campaigns – i.e. ideas that get talked about – outperform all other metrics across sales, market share, price sensitivity, loyalty and penetration. And Judy John, Edelman’s global CCO, summed it up nicely when she told us that: ‘There is so much content in the world, it costs too much to buy your way in. That’s why all of the best work is now earned.’

But, as recession looms and budgets are undoubtedly trimmed, clients would do well to remember that. And if fame is the ultimate goal, then PR must play an essential role.

These campaigns were taken from Contagious IQ: an intelligence platform for brands and agencies that deconstructs the most creative, effective and innovative marketing ideas from around the globe. For a free trial, click here.

PR New Year's Resolutions: Lessons to take forward into 2023

New Year’s Resolution time: Lessons to take forward into 2023 in PR and comms

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As part of our overview of 2022 and look forward to what is coming up for the communications industry this year, we asked the PR community what lessons they will be taking forward into 2023.

If you have not yet decided on a New Year’s Resolution, or would just like to set some goals before you get back into work, here are a few ideas:

Laura Sutherland, Aura and PRFest founder

‘Don’t overshare.

‘Take a stand for what you believe in and supporting your personal values.

‘Never be scared to ask questions.

‘Invest in yourself.’

Sarah Scholefield, PRCA chair and Grayling’s global CEO

‘A lesson I’ll be taking forward into 2023 is that as communications professionals, we have a unique ability to be agile and versatile in an ever-changing and unpredictable environment, responding to evolving client needs and underpinning our value.’

Barbara Phillips, chair of PRCA’s Race & Ethnicity Equity Board and director of Brownstone

‘If it’s not for you, then walk away. And (as usual), never underestimate the power of desire. Everything that is happening in our industry and globally in society, good but mainly bad, is because a group of people somewhere want it to be exactly that.’

Matt Wilson, media and public affairs manager for Advertising Standards Authority (ASA)

‘Good comms delivers in multiple ways for an organisation – stakeholder/audience awareness, enhanced reputation, brand trust, authenticity – and the more understanding/buy-in you have internally of that, the better. Explaining and demonstrating to your colleagues why comms matters helps them better understand PR value and the importance of integrating comms into project planning at the start, not the end.’

Rob Skinner, MD of Skout

‘Don’t do good, socially conscious things as a business, then hide it from view. Equally, don’t flag wave – treat your purpose-based comms as an opportunity to share insights to help others rather than gain publicity and kudos, which comes as a by-product anyway.’

Mollie Haley-Earnshaw, PR Account Manager at Wild PR

‘I think PRs should really focus on forming strong relationships with journalists. You’d think this goes without saying; however, when PRs are outreaching to hundreds of journalists, this becomes difficult. Some ways to do this could be introducing yourself to the journalists on Twitter (or over email) with who you are and the types of information you may be able to provide for them in the future. If you’re up to date on what they’re writing and what interests them, and you can convey this in your intro email, they might be happier to collaborate with you on your future PR campaigns.’

Nick Owens, founder of WTS MEDIA

‘Challenge always brings opportunity. Even during a cost-of-living crisis huge opportunities exist for those who can execute strong PR campaigns. There may also be occasions where clients need to take a break from PR and comms, in order to get through a tough period. Aim to end on good terms, because the cost-of-living crisis will end, and clients will often want to re-engage with PR. Be there for them when they do.’

George Buchan, director of research at Charlesbye Strategy

‘As fuel bills continue to rise, war rages in Ukraine and there are no signs of the climate debate concluding; opportunities for comms and PR are everywhere. What messages can be deployed to defend the UK Government’s continued aid to Ukraine when the NHS is struggling over winter? How do we keep the public’s attention on dealing with climate change when heating their own home is the immediate priority? The world in 2023 is the communicator’s oyster.’

To help you plan for 2023’s big challenges and opportunities, check out these 15 trends for the industry from 22 experts working across PR, comms, marketing, public affairs and politics. 

Our 10 top PR and communications posts of 2022

Our 10 top PR and communications posts of 2022

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As part of our focus on the successes and stresses of 2022 – as well as our look forward at what to be ready for in 2023 – here are the most popular posts from the Vuelio blog this year.

Want to keep up-to-date with news and trends in the PR, comms and media industries in 2023? Sign up to our newsletters here and get in touch if you have news of your own to share: [email protected].

1. Does the Research Excellence Framework (REF) have a sustainable future?

The results of 2021’s Research Excellence Framework – assessing over 76,000 academics at 157 universities – were revealed in May 2022, with the final ranking determining university funding for the next seven years. In this report, we analysed coverage in the UK media. Big stories – more diversity in the list at first glance, with hidden layers of inequality.

2. PR needs the BBC

Drawing criticism alongside kudos throughout 2022 was the BBC. At the start of the year, culture secretary of the time Nadine Dorries announced an end to the BBC licence fee – in this post, PRs across the industry shared their takes on the move as well as how important the British Broadcasting Corporation still is to the media and comms landscape.

3. How can PR and comms teams make recruitment fair?

As highlighted in our trends pieces for 2022 and 2023, recruitment in PR still has far to go to be equitable and fully representative of every audience we hope to reach and connect with. Recruitment experts Taylor Bennett Foundation’s Melissa Lawrence, Career Masterclass’s Bukola Adisa and Kinesso’s Dr Femi Olu-Lafe pointed out where companies should be looking for new talent, which initiatives are making a difference and how to speak to your Board about doing better.

4. 12 ways to maximise your B2B PR strategy

If B2B is a big part of your comms plan for 2023, catch up on this post from February which shared tips for planning. Advice came from Skout, Definition Agency, Spike, Leapfrog PR, Write Thought Communications and many more.

5. Top 5 measurement mistakes and how to fix them

Another big trends for next year in PR and comms is nailing down the use of data and making the numbers you have at your disposal mean something, pre and post-campaign. We took a look at five common measurement mistakes being made by PRs and offered advice on fixes.

6. Is the food and drink sector ready for the upcoming HFSS regulations?

For those working with food and drink clients and at big brands, the HFSS ad restrictions promised for October 2022 were a big concern. Would the UK ad landscape be changed forever, with no more sports personalities bigging-up yoghurts on TV? And would the changes actually help with the much-reported-on obesity crisis in the UK? In this post, PRs in the sector shared their takes.

7. What responsibilities does financial services PR have to its customers?

The financial sector also saw much change this year, and our white paper ‘Communicating the new immediacy of finance’ provided an overview of how this would impact those in the finance industry as well as their customers. Key insight from the paper included warnings against ‘woke washing’ and reminders of responsibilities to clients.

8. PRs: This is how journalists want you to help with their requests

What do journalists really want from PRs? An eternal questions that can only really be answered by journalists themselves. Here we gathered answers from the media pros interviewed for our Media Bulletin newsletter.

9. ‘Don’t talk to me! (Email me instead)!’ – How to work with Gen Z journalists

For what the up-and-coming generation of journalists want from PRs, it is quite simple: skip picking up the phone to get in touch, just email them. Journalists Zesha Saleem, Michele Theil and Hannah Bradfield talked about their work in our webinar ‘What’s Next? The new generation of journalists’. Want more on Gen Z? You can also download our white paper ‘The PR guide to communicating with Gen Z’.

10. Cost-of-living: How the top six British supermarkets are communicating inflation

A huge topic across every industry this year (and set to continue into 2023) is the cost-of-living crisis. This report investigated how the top six British supermarkets were faring in the press and with the public. For even more on subject, check out our white paper ‘Communicating the cost-of-living crisis… A guide for charities and the third sector’.

Have a specialist subject or best practice know-how you would like to share with your peers in a guest post in the new year? Get in touch: [email protected].

To keep up with content from the Vuelio blog, sign up to our PR Club, Media Bulletin, PR Pulse or Point of Order newsletters here.

The biggest challenges for PR and comms in 2022

What were the biggest challenges for the PR industry in 2022?

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Alongside a look forward to the trends coming up in 2023 for the PR and comms industry, we asked our experts what the biggest challenges were for the sector this year.

Read on for insight from Rachel Roberts, Stephen Waddington, Laura Sutherland, Barbara Phillips and more.

As economics fluctuated, the ‘people factor’ took a toll

‘Irrespective of many political, economic, social and tech factors which have triggered curveballs for us as comms and PR consultants to navigate through, the people factor is constant, said Rachel Roberts, CIPR president and Spottydog Communications founder.

‘Whether the market is in growth or detraction, we’re an industry of people not machines, so ensuring we have the right people to deliver against fluctuating client commitments has been difficult.

‘A surge in growth meant the summer saw a lot of people making the move to where the grass may have seemed greener. Carrots were dangled by employers in order to entice new team members to make a move, which coupled with the rising cost of living has meant some in our industry have benefitted from a decent salary swing, but this hasn’t been the case over in the public sector where there is less agility to review salary levels.

‘The cooling down of the economy has bought some of the runaway people costs back into more sustainable territory, but organisations that took on big increases in operating costs in 2023 may have a challenging time squaring the circle if facing budget squeezes due to a reduction in funding or client activity.’

Wadds Inc’s Stephen Waddington found the same: ‘Managing talent was a challenge. There’s been a shortage at mid-level created by the pandemic. This factor, combined with inflation and Brexit have created a bubble of promotions, pay increases and job moves. The economy will deflate this in the first half of 2023’.

With instability came a greater focus on integrity

‘While this year has seen great growth, we’ve also faced a recruitment challenge into the mid-range roles,’ said Aura and PRFest founder Laura Sutherland.

‘On top of that there has been a lot of chopping and changing of jobs which has seen some instability in teams.

‘Having judged a number of awards again this year, we continue to face a challenge when it comes to strategy and measurement; two crucial elements to demonstrate the value of our work and again, very disappointed in the ‘add-on’ approach many continue to take.

‘Then there’s ESG (Environment Social and Governance), an area which I largely focus. Greenwashing is rife and we now have the regulations coming in to help combat this. Organisations continue to try to do ‘things’ but unless ESG is integrated at the heart of the organisation and the ‘S’ and the ‘G’ are seen as equally, if not more, important than the ‘E’, we’ll continue to do things that don’t have the impact they should and could. It’s absolutely our role to advise our organisations, businesses and clients on this and public relations and communication professionals need to add this to their list of priority learning areas for 2023, if they haven’t already.’

Earnest intentions were not enough on inclusion

‘As Chair of PRCA’s Race & Ethnicity Equity Board, I am still laser-focused on racial equity and broader inclusion,’ said Brownstone’s Barbara Phillips.

‘With that particular lens, I would say the continued lack of meaningful (as opposed to performative) action in this space was and continues to be a challenge. I have judged a couple of awards this year (thanks for including me) where very little had changed in organisations from the year before. And although the entries were very earnest in their intent, a couple were just that; intentional, or even aspirational. But not factual. I always check the team photo and… you know the rest. So, the challenge isn’t the pipeline – UK Black Comms Network and People Like Us are bursting with talented members, and I have personally coached a few agencies on recruitment. The challenge is the industry slipping back into its comfort zone where agencies and comms teams don’t feel anything is broken so aren’t planning to fix it.’

AI advancements were met with excitement and trepidation

‘I think one of the biggest challenges that those in PR face is also one of the industries’ greatest strengths, that it’s so difficult to stay on top of the wave of innovation,’ said Justin Fox, digital PR & outreach manager for CoursesOnline.

‘For example, the last year has seen a big uptake in the amount of campaigns that make use of AI artwork, as more and more free and easy-to-use tools have become available. PR campaigns have of course seized upon this, given the opportunity to generate unique and striking visual content, but what happens when these innovative approaches become mainstream?’

The legacy of COVID continued to put pressure on the press and PR

‘One challenge we continue to face is the increasing workload of journalists which means that getting hold of them can still be tricky, said Source PR senior account manager Jessica McDonnell.

‘Before Covid, I was in regular contact with journalists over the phone, but it feels like this level of contact has never really returned to normal pre-pandemic levels, and I don’t expect that to change in 2023.

‘I also think with businesses possibly tightening their purse strings, budgets will continue to be stretched for the next year or two, which could be challenging for PR agencies and in-house comms professionals. I think the battle to attract and retain talent in the industry will remain.’

For Fizzbox’s head of marketing Tom Bourlet, brighter times are on the way:

‘For many industries, the subjects their business focused on were either less appealing for journalists during lockdowns or were overshadowed by more important news pieces. However, the rejuvenation of a number of industries over the past six to 12 months means that many of these companies are now increasing their marketing and PR budgets and there are plenty of opportunities available. For our company, writing about events and activities during Covid, it was hard to escape the negativity – 2023 certainly looks a lot brighter.’

Read more from industry experts on the big trends you need to be planning for in 2023 as well as the good, the bad and the ugly of PR and comms this year. 

The good, the bad and the ugly of comms and PR in 2022

The good, the bad and the ugly of comms in 2022

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Which brands, high-profile personalities and politicians have done a good job on their comms and reputation management this year?

To find out who and what have been naughty or nice this year, we asked the experts for their thoughts (since Santa is busy with his own lists this time of year)…

Rachel Roberts, CIPR president and Spottydog Communications founder

2022 in review:
‘Clients are telling me that they now realise they had their fingers burnt by cutting comms so quickly in response to COVID. It means they are more prepared to keep investing in people and external comms resource in tighter times because the hangover from a temporary pause or activity reduction in 2020 and 2021 means they don’t want to go round the same cycle again. Overall for comms it means the covid era has resulted in greater recognition for the value we create.’

Great comms this year:
‘The communications clout of the Lionesses has helped to inspire the nation. Clearly a great performance on the pitch will always have provided a great catalyst for the Lionesses to reach an even bigger audience, but their genuine and authentic communications style has garnered affection, interest and engagement for Women’s Football in a way that has always been realised on the back of other sporting success stories.

…however…
‘On the flip side of the coin, the way some brands managed comms around the death of HM Queen felt a little disingenuous, going through the protocol motions to pay respects rather than a genuine and authentic reason to pay tribute. If a brand doesn’t have a real reason to engage, it’s better to say nothing rather than virtue gesticulation.’

Sarah Scholefield, PRCA chair and Grayling’s global CEO

2022 in review:
‘Business leaders’ perception of PR and communications has soared in the last year. In 2020, the PRCA surveyed FTSE250 business leaders on whether they considered communications to be important for protecting and strengthening reputation. At the time, 82% said yes. Fastrack to 2022, and that figure has risen to 96%.

‘Further, in 2020, 68% of the same group said their communications provided strategic counsel to their senior management team.

‘This year, the figure has climbed to 89%. Communications professionals are far more respected and trusted than ever before.’

Barbara Phillips, chair of PRCA’s Race & Ethnicity Equity Board and director of Brownstone

2022 in review:
‘I was delighted when Joe Lycett made mockery of what we pretend is an open unbiased media. First, when on the BBC he poker-faced described Liz Truss as the ‘backwash of the dregs of the available Tory candidates’ then his money-burning stunt in regard to the World Cup and a particular British ex-footballer’s involvement. It was a win for PR because of the irreverence, creativity, and purpose combined. The message was heard. I know there is enormous creative talent in our industry and it shows that being more diverse in recruitment and subsequent opportunities will yield far more impactful results. Our industry wins when we advise our clients through the lens of humanity rather than profit. They are not mutually exclusive.’

A comms winner this year:
I’m giving that to Sir Lewis Hamilton. The travesty that was Abu Dhabi Yas Marina 2021 [an F1 Grand Prix race] would have destroyed most athletes. Barbaric, naked racism. But not Sir Lewis. He fell silent on social media for three months, unfollowed everyone (millions). Instead of a justified rage, he let his fans and supporters do the talking. His fan base contributed to the FIA response and although there was no admission of wrongdoing the main person involved was removed. Sir Lewis then returned with enhanced GOAT status and with a few hundred thousand more followers to add to the 26m+. He is still the iconic face of F1 rather than the current F1 champion. Without uttering a word. That is some powerful reputation.’

Must do better:
‘The UK Government and the Royal family share the bottom slot. Clearly both are just playing to their gallery because whoever is running their PR and comms must see the broader negative impact of the messages and method of delivery. I don’t get the sense that anybody actually cares. Extraordinarily poor from “professionals”.’

Stephen Waddington, founder and managing partner of Wadds Inc

2022 in review:
‘The public relations sector has continued to see growth and salary increases, created by demand and a shortage of talent.’

For who did not have a good 2022:
‘The UK Government failed us. FIFA had an own goal. Qatar proved the case for sportswashing.’

Laura Sutherland, Aura and PRFest founder

2022 in review:
‘This has been another great year for brands and organisations recognising the need for public relations and communication.

‘But as for the sector as a whole, I’m not entirely sure we’ve had many wins. We’re still terrible at EDI, we still underpay women and minorities, we still talk in echo chambers and we continue to disguise our weaknesses rather than identify and change.

‘There are some great pockets of communities existing out there, like PRFest and Socially Mobile, but our industry seems so fragmented. These communities exist and thrive due to personal relationships and this is our industry’s biggest opportunity, to grow communities.’

Favourite comms and campaigns of 2022:
‘I love the Asda Christmas ad, but the John Lewis ad really hit the mark and showed that it understands people.

The recent Women’s Aid campaign, ‘He’s Coming Home’, is brilliant and really drives awareness of domestic abuse.’

For who has not done so well in the reputation stakes this year…
‘I mean, Elon Musk. His personal brand is questionable and his reluctance to employ a public relations specialist/team is standing out like a sore thumb!’

For practicing nice PR and comms in 2023, check out these 15 trends you need to plan for next year. 

This year's challenges for journalists

2022 in review: This year’s challenges for UK journalists

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2022 has been a busy year for the UK media, with jam-packed news cycles, under-pressure news and features teams and a public in need of information (and adequate entertainment when things got tough).

We spoke to four journalists working across the industry to find out the main challenges they were up against this year…

Fighting to include every audience out there – Isabella Silvers, freelance journalist and author of newsletter Mixed Messages

‘I think an issue across the board has been keeping up the diversity and inclusion momentum that was sparked in 2020. How are individuals and brands ensuring that this remains at the forefront of their mind, and that they don’t slip back into old ways?

‘The cost-of-living crisis has also been a challenge for consumer-facing publications like fashion magazines – you need to be sensitive to your audience and what they might be going through while still providing inspiration, escapism and service-led features.’

Major news events dominating the media cycle – The Daily Telegraph’s features writer Yolanthe Fawehinmi…

‘There have been so many major events that have dominated the news cycle this year. I think sometimes as journalists we fail to give each story a fair amount of time, to ensure that readers are well informed, educated and kept up to date. I think also, since the pandemic happened and the cost-of-living crisis has crept up, it’s also been hard to sometimes find the more positive angles or stories to report on.’

Controversial sporting events and exhausting work – Sports Media LGBT+ founder Jon Holmes

‘The World Cup in Qatar has thrown up so many tricky talking points for the sports media – getting it right on balance, tone and cultural nuance while trying of course to engage fans through the actual football has been a test.

‘I lead a network of LGBTQ+ people in the industry and the demand for our perspectives has understandably been greater than for previous mega sports events. While that means more opportunities, it can also be emotionally exhausting, and that’s something that’s been the case for our trans and non-binary members, in particular, for several years during intense news cycles on trans athletes.

‘Social media abuse, the inconsistent nature of freelancing, and the long hours of dedication needed all continue to make this a career that is not always as appealing as it might seem.

Finding opportunities all year round – Hannah Ajala, freelance journalist, broadcaster and founder of We Are Black Journos

‘The biggest challenge for journalists in my sector this year has been finding opportunities that are not seasonal. That’s a lot of what the focus is for us at We Are Black Journos – especially as Black journalists take up so little of British journalism – it can often seem quite isolating when work is only temporary and not long-term, especially for more creative journalists/freelancers that work across all areas of journalism.’

For more from the UK journalism industry, sign up to our twice-weekly Media Bulletin, featuring interviews, news and all-around useful stuff.

Isabella Silvers, Yolanthe Fawehinmi and Hannah Ajala shared more about their work in our Journalist Voices By Vuelio event – watch the recording here or read our round-up for advice on breaking through with your story during busy news cycles. 

Find out more about Jon Holmes and Sports Media LGBT+ in our interview over on the ResponseSource blog.