Worlds 50 best restaurants

Relevance International becomes The World’s 50 Best Restaurants’ first retained global agency

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Relevance International has been named The World’s 50 Best Restaurants’ first retained global agency of record. This follows an initial engagement covering global strategy, media and influencer relations, and event support for the 2018 awards ceremony earlier this year.

Relevance will provide a global communications programme from its London and New York offices, covering a huge range of brand activity – including promoting The World’s 50 Best Restaurants’ #50BestTalks programme taking place in San Francisco on 12 September. It will also support the highly regarded awards ceremony, with the 2019 location due to be announced at a dedicated event in London in October 2018.

Alongside global press office activity, Relevance will also support the development of the brand’s status as a celebration of culinary excellence across a diverse, international audience.

Hélène Pietrini, director of The World’s 50 Best Restaurants, said: ‘During Relevance’s time working with us in our initial engagement, the firm achieved greater media exposure than ever received in the brand’s 16-year history.

‘From the beginning, we’ve found the Relevance team to be engaged, passionate, intelligent, dedicated, strategic and, above all, a pleasure to work with. For the next phase of our story, we’re looking to them to bring fresh and innovative ideas that translate into successful campaigns and build strong engagement with a wider audience. We see Relevance International as a natural extension of our team, primed to achieve these goals.’

World 50 Best Restaurants 2

The World’s 50 Best Restaurants is among the first major transatlantic hospitality projects that Relevance has worked on as an agency. Relevance International planned the media management of its 2018 event programme, overseeing more than 200 media attendees during The World’s 50 Best Restaurants awards week in Bilbao, Spain, with nearly 50,000 pieces of coverage achieved as a result of the overall campaign.

Suzanne Rosnowski, CEO and founder of Relevance International, said: ‘Our work with The World’s 50 Best Restaurants showcases our strength as an agency with a boutique offering and global sensibilities.’

Formerly known as Relevance New York before adding the London office, Relevance International’s team has over a century of PR experience representing the very best in real estate, luxury goods, hospitality, design and corporate clients. With both a dedicated social media strategist and crisis communications expert on staff, the firm offers a seamless boutique level of client service on a global scale.

Influencer Marketing

Is your influencer marketing ethical?

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Influencer marketing is bigger than ever, but more attention on the latest marketing craze means more scrutiny. Are you getting influencer marketing right? And why does it matter anyway?

Influencer marketing already attracts huge budgets – with some influencers able to charge thousands of pounds for a single post – but a recent study from the World Federation of Advertisers (WFA) revealed that 65% of multinationals are looking to spend even more on influencers over the next 12 months. Although booming, the industry lacks dedicated regulation and instead relies on the Advertising Standards Authority (ASA) to create new rules as it evolves.

This has led to unethical practices becoming rife, propagated by both sides of the collaboration. At Vuelio, several influencers have told us how some PRs insist that they do not disclose collaborations or incorrectly label links. Similarly, some influencers allegedly break the rules, whether by buying followers or mislabelling social posts in order to increase engagement.

The two highest-profile issues are undoubtedly the purchasing of fake followers and the lack of disclosure of paid-for collaborations, both presenting myriad issues for the PR industry.

The Competition and Markets Authority (CMA) recently announced an investigation to determine whether celebrities and social-media stars are correctly disclosing their paid-for collaborations with PRs and brands – throwing the future of influencer marketing into question.

Disclosure
While it may seem advantageous for your content to fit seamlessly alongside an influencer’s organic posts, people know when they’re being sold to and can easily spot paid-for endorsements. Ads passed off as organic are therefore more likely to produce a negative backlash.

Even though people don’t like being tricked into consuming advertisements, they generally don’t mind being advertised to if it is clearly labelled, fits with the influencer’s typical editorial line and is of value to the reader. If your influencer marketing doesn’t tick all three of these boxes, then you need to rethink your campaign.

Should the CMA conclude influencer marketing is regularly breaking consumer law, it can take enforcement action and impose strict new rules.

You need to get out ahead of the investigation and ensure your disclosure practices are already ethically sound, so you’re not caught up in future regulation repercussions.

Faking it
If your influencers have bought fake followers, the results they return will either be lower than expected or completely fabricated. It would be the equivalent of a TV broadcaster paying people to tell the BARB that they watched certain programmes.

While headline stats – so many million people saw the post, liked and replied to it – may be worth reporting, if there are no tangible benefits to your social campaign it isn’t worth your time or money.

Scott Guthrie, former Ketchum digital director of influencer relations and now an influencer marketing consultant, has recently researched fraud and spoke to Vuelio about his findings. Not only did he discover that purchasing fake followers could be a crime, he also found that many stakeholders are not prepared to deal with the issue.

Guthrie highlights five signs of potential follower fraud, which you should incorporate into your vetting process:

  1. Sudden spikes in follower numbers
  2. Low-quality followers
  3. Low engagement rates
  4. Followers in surprising countries
  5. Bad ratio of content published to number of followers

At Vuelio, we measure the influence of every individual in our database to produce the Influencer Score. We use more than 40 data points to measure the quality of each influencer, which takes the hard work out of the process and allows our users to focus on building quality relationships with individuals.

And, as with all PR and communications, good relationships produce the best results. Lloyd and Yaya, the bloggers behind the Vuelio Blog Award-winning Hand Luggage Only, agree: “We always see collaborations as a two-way conversation – not just one party telling the other what to do or not do – which helps when working with brands.”

Leading lifestyle blogger Paula Holmes, of The LDN Diaries, added: “I love it when I can put my own spin on the collaboration to make it work better for both parties and create something great for our audiences.”

This article originally appeared in PRWeek.

PRCA

PR and communications industry believe Bell Pottinger expulsion had positive impact

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One year on from the PRCA’s expulsion of Bell Pottinger, the association has revealed that a majority of the PR and communications industry believe that the expulsion had a positive impact on the reputation and ethics of the industry.

On 5 September 2017, the PRCA announced that Bell Pottinger’s membership was terminated, the most serious sanction the PRCA could impose. This move followed a complaint from the Democratic Alliance, which led to an investigation into the agency’s work for Oakbay Capital in South Africa.

The PRCA asked the industry what impact, if any, the decision has had on the reputation of our industry and profession; 63% of the PRCA Members agreed the expulsion had a positive impact.

Only 16% said that it has had little impact, while 14% thought it had no impact at all.

A further question, asking what impact the decision had on the importance practitioners place on ethical practice, revealed that 63% thought it had a positive impact.

Ethics is undoubtedly on the agenda across the PR and comms industry, evidenced by the recent ethics code agreed by global PR associations, and more broadly in the application of AI in the sector.

Francis Ingham MPRCA, Director General, PRCA, said: ‘Last year’s PRCA decision to expel Bell Pottinger was a defining moment for the industry. In taking the decisive action we did, we made clear that the industry expects and enforces the highest of standards. A year on, we can see that the reputation of the industry, and the value it places on ethical practice, have both been raised. There is more to be done, but the last year has been one of progress and change for the better.’

Just Do it

Nike, Kaepernick and reputation

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Nike has launched a new campaign, celebrating 30 years of ‘Just do it’. While some of the stars in the campaign, such as Serena Williams, are unsurprising, the inclusion of Colin Kaepernick has sparked huge conversation, and in some cases backlash, online. The campaign asks a bigger question of all communications professionals: how much should you be pushing your business or clients to make political stands and talk about the issues that matter to the public?

Colin Kaepernick is famous for being the first NFL star to kneel during the national anthem, exercising his first amendment right to free speech to protest police brutality against African Americans. His protest angered many in the US, including President Trump, but other players followed suit and the issue continues to divide the nation.

As reported by the BBC, Kaepernick has not played in the NFL since last year and is suing the league, arguing that team owners have deliberately frozen him out because of his activism.

The Nike campaign has caused a backlash from some online, with the general protest against Nike’s advert being to burn or destroy Nike clothing owned by the protester:

Many others have pointed out that this form of protest is particularly illogical as it is actually protesting someone’s right to protest:

It’s also burning clothing you’ve already paid for and explicitly making Nike true to their campaign words; Nike believes in something – even if it means sacrificing everything (or some customers).

The Nike campaign arrives on the same day as the Confederation of British Industry (CBI)’s new research tracking public attitudes towards business.

The Everyone’s business tracker: Public attitudes report reveals 92% of the public want businesses to speak out on key issues impacting society. The report suggests that in UK, an increased focus on gender pay reporting, GDPR and Brexit has encouraged businesses to speak more openly about the challenges they face.

The CIPR has welcomed the report, with President Sarah Hall linking the news to Nike’s Kaepernick campaign. She said: ‘There is a clear demand for business to operate with social purpose. Just today we’ve seen Nike launch an advertising campaign with the former NFL player and civil rights activist Colin Kaepernick.

‘Public relations professionals have a key role to play in guiding these decisions and encouraging businesses to align their interests with their audiences. We have the opportunity to ensure clients and businesses operate ethically and responsibly with the beneficial outcomes that result in terms of reputation and brand loyalty.’

The research also warns of the impact of high profile failures, which has tarnished the broader reputation of business, with 56% of the public believing the reputation of business is good, down 9% since October. The report suggests the collapse of Carillion and the Cambridge Analytica scandal have had a negative impact on the reputation of business and highlight the need for firms to commit to corporate governance and fulfil their social responsibilities.

 

Ready to fulfil your social responsibility? Or perhaps you just want help managing your reputation? Either way, Vuelio has you covered. Find out more. 

Elton John

What PR did on its holidays – 6 inspirational campaigns from the summer

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Summer is over, the Hogwarts Express has departed Platform 93/4 and it’s time to go back to school. But getting back into the swing of things can be daunting after the holidays, and it is often difficult to find the inspiration for an excellent end to the year.

Not everyone was on holiday this summer and many PRs have been truly outstanding while creating brilliant campaigns. We’ve rounded up 6 of the best to give you the inspiration you need to have a killer year.

1. The celebrity campaign – Snickers and Elton John
Snickers has bagged one of the biggest names in pop (ever) as part of its ‘You’re not you when you’re hungry’ campaign. The video features Elton John in a rap battle, singing his own song, until he eats a Snickers and turns back into the rapper he actually is. It’s simple, it’s consistent with the existing campaign and it’s quite funny. The agency is AMV BBDO – check out the video below:

 

2. The reactive campaign – Kit Kat’s proposal
Back in June, Kit Kat inadvertently became the subject of a viral tweet:

Kit Kat – and its agencies Ketchum and Anomoly – got in touch with the boyfriend and together they planned a Kit Kat-themed marriage proposal using a custom-made Kit Kat ring box. Thankfully, #SheSaidYes, and the campaign was completed less than a month after the original tweet:

 

3. The undercover campaign – Will Smith, JUST water and Boots
Will Smith working in Boots. No, really. Will Smith dressed as a Boots employee and promoted his son’s JUST water brand in the Westfield branch. The campaign generated a heap of public attention within the shopping centre and an amazing video.

Boots has partnered with the eco-friendly water brand for its UK rollout and benefitted hugely from the celebrity connection. Obviously, this campaign is easier if your dad is one of the most famous actors on the planet.

 

4. The stunt – NOW TV’s #JurassicJeff
This campaign was fairly basic in its creation and execution but, as is always the way with communications, simple is best. NOW TV placed a giant statue of seductive Jeff Goldblum next to Tower Bridge to celebrate 25 years of Jurassic Park. The oversized model hit social media during a quiet news spell and managed to generate lots of coverage in the mainstream press. Not bad considering NOW TV were just promoting the fact they stream the film:

 

5. The print campaign – Stabilo’s highlighters
Print campaigns sometimes trend on social media for all the wrong reasons, but Stabilo’s ‘Highlight the remarkable’ campaign went viral for all the right ones. The simple campaign displayed historical photos with a yellow highlighter picking out a significant woman from a massive human achievement. The campaign hit all the right buttons, championing amazing women from history who are so often overlooked, while showing the simplicity of its product. The agency was DDB Germany, and the ads can be seen on PR Examples.

 

6. The political statement campaign – Trump balloon
The campaign from 13 July already has its own Wikipedia page. The ‘Donald Trump baby balloon’ was flown above Parliament Square to protest the visit of the American president in the UK. Paid for through crowd-funding (raising £16,000) the six-metre tall Trump blimp (Trimp?) drew a massive amount of attention online and in print, extended by the fact it followed the President to Scotland as he took a rare break to play golf.

The balloon upset many who believed it was disrespectful. A group crowd funded £58,182 to create a Sadiq Khan in a bikini copycat campaign, possibly expecting it not to be approved.  It was and Sadiq Khan even joked about it, so that campaign fell rather flat.

Whether this is now the new ‘floating something down the Thames’, remains to be seen.

 

How are you planning your campaigns? How are you informing the press, measuring your coverage and results, and presenting this to the board? Whether it’s a PR stunt, political campaign or reactive tweet, Vuelio has everything you need on one platform.  

Five Things

Five Things: Trump vs Google, bullying, WPP, Bake Off and May dance

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This week, Five Things You Shouldn’t Have Missed includes Trump vs Google, three bullying stories, WPP’s new chief exec, the return of Bake Off and Theresa May, dancing queen.

1. Trump vs Google

TrumpThe President of the United States has attacked Google twice this week for ‘bias’. The first time, Trump said the search engine had rigged results to the search ‘Trump news’, so that they were negative against him. He tweeted: ‘96% of results on “Trump News” are from National Left-Wing Media, very dangerous. Google & others are suppressing voices of Conservatives and hiding information and news that is good. They are controlling what we can & cannot see. This is a very serious situation-will be addressed!’

He also suggested his administration might regulate Google – though this would likely violate the first amendment (free speech).

The second attack came with a tweeted video along with the hashtag #StopTheBias:

The video shows how the Google homepage allegedly linked Obama’s State of the Union address each year on its homepage but stopped when Trump came to power. Google hit back, saying that Trump’s first speech had been to Congress and was therefore not a State of the Union address and also provided evidence that the video was not accurate, as reported by BuzzFeed News.

Trump attacking negative views, opinions and facts against him is nothing new. Trump attacking businesses and companies is nothing new. But the most powerful man in the world attacking the most powerful search engine in the world could change the face of the internet as we know it. Though actually, this will probably go nowhere – with the midterms on the horizon, Trump has bigger fish to fry.

 

2. A trio of bullying

Now MagazineStacey Solomon, Tess Holliday and Kim Woodburn – all three are considered to have been publicly bullied this week.

Stacey Solomon called out Now magazine for its cover, which used tweeted comments to describe her as ‘boring’, ‘desperate’ and ‘cheap’.

Solomon’s response generated huge public support, leading to an apology from the magazine. However, this wasn’t good enough for Solomon, who rejected the magazine’s apology on Loose Women.

In the second bullying story, Kim Woodburn appeared on Loose Women to ‘reconcile’ with Coleen Nolan after the pair fell out on Celebrity Big Brother. With Janet Street Porter playing ‘judge’, the pair argued and Woodburn left the set, leading to over 3,000 complaints of bullying against her to Ofcom.

Finally, Tess Holliday, plus-size model, has appeared on the front cover of Cosmopolitan in what many are calling a huge step forward for body positivity. Tess received a swathe of negative responses, which were widely shared on social media, so Cosmopolitan followed it up with an article titled: ‘Why the feedback to our Tess Holliday shoot proves this is the magazine cover we all needed’.

 

3. WPP to appoint Mark Read as chief executive

WPPThe FT has reported that that WPP is appointing Mark Read, currently co-chief operating officer at WPP, as its new permanent chief executive after deciding against an external appointment. Read has been in charge of WPP since April, when Sir Martin Sorrell resigned. His appointment has not been confirmed by WPP but could come as early as Tuesday when WPP reports its interim results, or later in September.

The FT also reports that Roberto Quarta is expected to move back to a non-executive role, after he became executive chairman following Sorrell’s resignation.

In an April interview, Read said: ‘The key task is to restore growth in the business and that is what we will focus on’, though whether he can stave off competition from Google, Facebook AND Sorrell’s new S4 Capital, while streamlining the unwieldy WPP, remains to be seen.

 

4. Bake Off is back

Bake off

The Great British Bake Off returned on Tuesday with the same judges and hosts, 12 new contestants and overnight viewing figures of 6.1m. Though this is down on last year’s opening of 6.5m viewers, the programme managed to capture 57% of the 16-34 audience, making it the most-watched TV show for this age group in 2018 outside of the World Cup. That means it’s more popular with ‘young adults’ than Love Island.

Full consolidated viewing figures are yet to be released, but as more people now watch TV on demand or via catch-up, it’s very possible the opening show will be more popular than it was in 2017.

In terms of the content, the show stuck to a familiar format, though there was noticeably less innuendo from the days of Mel and Sue.

 

5. Theresa May: Meme-tastic Happy Feet

Prime Minister

Theresa May has been filmed dancing several times this week, while on her whistle stop tour of three African nations. Surprisingly, Twitter redubbed the videos to different music. Enjoy:

You get the idea.

 

Seen something we missed? Let us know on Twitter – unless it’s another version of May dancing. We’ve seen that. We’ve seen a lot of that.

Carl Thompson

Men’s Lifestyle spotlight: Carl Thompson

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Carl Thompson is a face and name known to many throughout the blogging world and recently ranked in the top 10 UK men’s lifestyle blogs. With his eponymous blog, Carl covers a broad range of men’s lifestyle but specialises in fashion following the success of his menswear label. We spoke to Carl about the joys of Brazil, the best grooming products for the men’s market and how he likes to work with PRs.

Carl ThompsonHow many different areas does your blog cover, and do you have a primary focus?
My blog covers quite a range, but all centred around my personal lifestyle and interests that still largely focus on fashion. This past year I’ve spoken more about travel, the drinks industry, e-commerce and the current state of the high-street. I can’t ignore what’s going on with British retail, it’s more addictive than any soap. Above all, I’d say that my interest in the car industry has been the biggest lure. It’s also been my favourite as I get to flex some creative muscles.

What are the main differences between men’s and women’s lifestyle blogs?
I tend to find women are more thorough. When they want to explain what works with an outfit they’ll back it up with proof and 1,000 different pictures. I think guys are more content with looking good, but not necessarily getting in the weeds with why an outfit works, or the qualities of different fabrics.

I generally find women have more hustle in the blogging sphere and perhaps that’s just nature, it’s a far more saturated market. I also feel that the women’s blogs that I read, for example Sophie Milner’s Fashion Slave and Beth Sandland xo, focus on real life emotions and experiences, whereas men’s blogs tend to be more explaining and product focused.

Who is your favourite designer?
Tom Ford. Has been for a long time and still remains tip of the sphere for me. Every outfit exudes luxury.

What’s your favourite grooming product or service?
My favourite grooming product right now is the Panasonic ER-GB86 clipper. I’ve been waiting ages to find one that can tackle a thicker, unruly beard like mine, this comes with a high-torque motor so does the job nicely.

I’m road testing the Lab Series Oil Control and I think they’ve done a great campaign – got a lot of the right influencers onboard. Right now, I’m using the American Crew Boost Cream to control my slightly dry, frizzy hair that I apply on wet hair and blow-dry with my new Dyson hair dryer.

Fragrance-wise I’ve been experimenting a lot lately blending different scents and I’m going to share my two favourite combinations. The first is by Jo Malone: Oud & Bergamot combined with Honeysuckle & Davana; the second is by Tom Ford: Tuscan Leather combined with Plum Japonais.

Carl Thompson

What’s the best night out near you?
These days my best night out is actually a night in with a Deliveroo on order, a tub of Oppo Ice cream in the freezer and a Netflix boxset! Of course, I joke, I’m still partial to a good night out although I’ve left my clubbing days behind me and enjoy bars that serve good spirits and great food more.

Near me, I tend to spend most of my time in a bar called No32, the atmosphere is great, always busy on a weekend and most importantly the music is set at a level where you can still have a conversation. A good night out is always followed by a great roast dinner the next day and there are a few near me namely Trinity in Clapham Old Town, The Nightingale, The Avalon in Clapham South and The Grove in Balham.

What’s your favourite travel destination?
Ibiza is still king, holds a lot of nice memories for me. Although I’ve been to Morocco this year and the hotels and resorts in Marrakech are just sublime. Perfect for decompressing, fine food and most importantly, great Instagram pictures. A few off-the-beaten-track travel destinations that I also love are Los Roques in Venezuela, Fernando de Noronha and Jericoacoara both in Brazil… just google them and you’ll be booking your next trip away.

What one thing should PRs know about you?
They should know I’m very hands on. I like to be involved with every level of the campaign and have a vast amount of experience in what works and what doesn’t. I execute my deliverables to the highest possible quality, hiring the best videographers and photographers, often at my own expense.

I’m sometimes guilty of being quite curt with emails, but that’s only because I want to optimise time for all parties. For example, if there is no budget for a campaign that will monopolise a lot of my time, it’s best to get those discussions out of the way in the first exchange.

I remember a friend once telling me he asked his future wife if she wanted to have kids on the first date. It sounds nuts but his argument was he wanted kids and he didn’t want to waste anyone’s time. You can apply that logic to a lot of things I think.

What are the best campaigns you’ve collaborated on recently?
I have to compliment the team that put together the Menabrea Beer press trip in Milan last week. The itinerary was engaging, the deliverables were clear and transparent, and they really showed off the best parts of Milan. Some bloggers have a myopic view of Milan; complain about the energy, or lack of. It’s really getting to know where the locals hang out.

I’ve also had a lot of fun working with Mazda. I’m really proud of the videos we put together for their marketing campaign and I know it really resonated with some people, which is great.

Mazda

Do you think bloggers need their own industry association?
I’m not sure. Ultimately, I don’t know what it will achieve. How will it be regulated? I think we could do with some kind of independent body. I had a recent case where an agency owed me, and a lot of other influencers, money. They ghosted a lot of people, stopped returning phone calls, answering emails etc. They eventually released a statement declaring themselves insolvent, which happens in business (all too easily) but hundreds of bloggers were left in no man’s land and out of pocket just because an agency decides to disappear from the face of the earth. That’s where bloggers need help.

What other blogs do you read?
I actually read quite a few. Fashion Beans is a decent hub, Mr Porter Journal is something of an addiction and I like Pete Brooker over at Human Research. He runs his mouth a lot, he’s just given up pampering to brands. If I need grooming advice, I read Man for Himself by Robin James and finally, for the best visuals, I love browsing Fashitects by Toni Tran.

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Dapper Chapper

Talking men’s lifestyle with The Dapper Chapper

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Adam Tanous is The Dapper Chapper, leading men’s lifestyle blogger who recently ranked in the Top 10. Grown from a style blog, Dapper Chapper now covers everything from bars and travel to fitness and interiors. We caught up with Adam who told us about his favourite designers, what PRs should know before they contact him (and not just his favourite tipple), and the evolution of bloggers.

How many different areas does your blog cover, and do you have a primary focus?
We initially started as a style blog but have since diversified to add other sections including Grooming, Lifestyle, The Dapper Chapper Bar and Places to go. Lifestyle is again quite broad and within it we cover things for the home, interior design, fitness, and cars.

What are the main differences between men’s and women’s lifestyle blogs?
Regarding content and aesthetics, I’m not sure there is much difference these days as boundaries are constantly being blurred. What is clear is that there are far fewer active men’s lifestyle blogs compared to women’s, which is probably why we’ve had access to so many amazing collaborations.

Dapper Chapper

Who is your favourite designer?
Tough one because different designers tick different boxes for me. For Summer probably Orlebar Brown and Autumn maybe Private White V.C but easily my most blogged about brand is Clements and Church, who are a bespoke tailoring label. They have a high-profile client list and most of the tailoring that I wear now is by them – tailoring’s best-kept secret.

What’s your favourite grooming product or service?
Perhaps a bit obvious but Aventus by Creed is perhaps the fragrance that I get most comments on when I’m wearing it but that said, all of these are good too.

We’re also a big supporter of BEAST in Covent Garden which is a male-focused grooming destination. They are fantastic curators of interesting male grooming products and worth visiting.

What’s the best night out near you?
I’m a few miles from Stamford Bridge, so I’d probably say an evening watching Chelsea. Team colours aside, these days we spend most of our time socialising at either The Hospital Club in Covent Garden or one of the Soho House venues.

The Ned is also a good shout because you’re likely to find whatever you’re looking for there.

What’s your favourite travel destination?
Tough one, but Costa Rica still just about leads the way. It has everything; tropical climates, the rainforest, wildlife, unbelievable beaches and interesting cultures.

I’ve also had two European trips recently that I’ve been raving about. Firstly, driving around the lakes and the north of Italy and secondly, to Northern Ireland. Both produced great food and spectacular scenery if you’re looking for something a little closer to home.

What one thing should PRs know about you?
If you email me (or anyone at TDC for that matter) without writing our first name at the start of the email, it won’t be read. If you’re too busy to look up who we are then we’re too busy to open your email.

More crucially, I like whisky and gin – this is good to know.

What are the best campaigns you’ve collaborated on recently?
We’re lucky to regularly work on interesting campaigns. We’re collaborating with the Crown Estate to showcase everything that’s going on around St James’s which presents some fun activities.

One of the most interesting trips I’ve been on since I started blogging was out to the fabric mills in Biela, Italy with Clements and Church. It was incredible to see what goes into the fabrics and something I want to write more about.

Dapper Chapper

Do you think bloggers need their own industry association?
Blogging is going through an interesting time at the moment. For us, the blog is still the heart of The Dapper Chapper brand and every piece of content we put out on social links back to something we’ve written for the blog.

Now, online influencers can create content for social channels without necessarily writing a blog post but to remain at the forefront I believe it’s important to be active on various channels.

I think an industry association would be helpful to provide a place to guide bloggers through the continued evolution within the world of blogging.

That said, Vuelio does a great job of creating blogging debate along with championing the blogger, particularly at the annual awards!

What other blogs do you read?
We work a bit with the guys at Menswear Style so I’m always checking in with them. I also appreciate the content by Robin James. I like the way it helps people practically, which is something we want to work towards.

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ape to gentleman

Interview with Ape to Gentleman’s Chris Beastall

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Ape to Gentleman recently ranked second in the Top 10 UK Men’s Lifestyle blogs. Written by Chris Beastall and his team of experts, Ape to Gentleman primarily focuses on grooming and style but also covers cars, tech and drink.

We caught up with Chris to chat about the best travel destination, the need to stay on brand and his recent whisky trip.

What are the main differences between men’s and women’s lifestyle blogs?
I feel as though the men’s blogs are more factual and educational, whereas the women’s blogs tend to be more inspirational. For example, we wrote an article on the best aftershave balms. Whereas the women’s blogs I follow might focus more on the influencer editor, and how to get her look. Very much a sweeping generalisation here!

Who is your favourite designer?
Currently, Alexandre Mattiussi of AMI for modern classics. For all-time, it’s Ralph Lauren.

Ape to gentleman

What’s your favourite grooming product or service?
Favourite grooming product would have to be my Philips beard trimmer. Great build quality and keeps my stubble the right length.

What’s the best night out near you?
Sheffield – mainly because everyone’s so friendly. It’s a big enough city, but with a small-town feel.

What’s your favourite travel destination?
The South of France. A bit cliched but it’s sophisticated, has good weather and is old school chic.

What one thing should PRs know about you?
Everything has to be on brand for Ape.

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

What are the best campaigns you’ve collaborated on recently?
A recent trip to the Isle of Jura for Jura whisky was great – full of interesting creative types, and great whisky of course. And ‘Barbershops of America – Then and Now’; Rob Hammer, a photographer, documented barbershops old and new across the US and his images just ‘feel’ emotional. They conjure thoughts of all the stories shared in these places.

Do you think bloggers need their own industry association?
Probably. It would legitimise the category. There’s a lot of bloggers creating some seriously good and original content out there.

What other blogs do you read?
Honestly, I don’t. We have an extensive editorial schedule which we stick to and therefore, don’t need inspiration from others. I tend to read or view photographers stories and work. And, of course, scroll through Instagram to check in on the people I follow.

Chris Beastall and Ape to Gentleman are both listings in the Vuelio Media Database along with thousands of other blogs, vlogs, outlets and opportunities.

The Everyday Man

Spotlight on leading men’s lifestyle blog: The Everyday Man

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John Robertson is The Everyday Man, and recently ranked in the Top 10 UK Men’s Lifestyle blogs. Covering a huge range of topics, from travel to cars, The Everyday Man has been supplying readers with the latest men’s lifestyle content since 2012.

We caught up with John, who told us about premium high street brands, the lovely people of Glasgow and working with PRs and brands.

How many different areas does your blog cover and do you have a primary focus?
I have eight subsections from Art & Design to Travel but my main focus is lifestyle, which more or less can encompass anything really.

What are the main differences between men’s and women’s lifestyle blogs?
I don’t think there is a massive difference if I’m honest, in fact about a third of my readers are female. I guess some of the experiences and products may be geared more directly towards men but with lifestyle topics they are generally relevant to everyone.

Who is your favourite designer?
I prefer premium high street brands to high level designers. My favourite shops that make up the bulk of my wardrobe are Reiss, Cos and H&M.

What’s your favourite grooming product or service?
I love getting my hair cut and struggle to go more than two weeks without having the sides trimmed. It’s a tad OCD I know, but I always feel great after a fresh trim!

What’s the best night out near you?
I live in Glasgow, which is a great city for a night out. The people are the friendliest probably anywhere, so you can always be guaranteed to have a fun night no matter what you decide to get up to. My ideal night out would probably be a nice meal while catching up with mates followed by a refreshment or two.

What’s your favourite travel destination?
I love Amsterdam as a city break destination. I’ve been there lots and never tire of it. I love that it’s small enough to wander around and has lots of cool and quirky shops and bars to have a nosey around.

What one thing should PRs know about you?
I hate phone calls. I’d much rather just communicate over email as I find it easier to manage and keep on top of things when I have it all written down.

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What are the best campaigns you’ve recently collaborated on?
I worked on a design focused campaign with AC Hotels recently and really enjoyed it as I had lots of freedom to interpret the brief on my own and create content that worked well for my channels.

Do you think bloggers need their own industry association?
Yes, it would be great for the industry. I hear horror stories about people not getting paid for jobs or people being ripped off all the time. A collective to support people would be a great thing.

What other blogs do you read?
I don’t read that many nowadays to be honest as I struggle to find the time. I try to keep an eye on Hypebeast (is that a blog?) as they always share the coolest sneaker releases and I’m a bit of a sneakerhead.

John Robertson and The Everyday Man are both listings in the Vuelio Media Database along with thousands of other blogs, vlogs, outlets and opportunities.

Five Things: BDC, Netflix, Dec, Brexit and Fabricant

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This week’s five things includes the Corbyn’s proposal for a BDC, Netflix acquiring the rights to the Bake Off, the new Ant, pick your own Brexit and Michael Fabricant in a whipping.

1. BDC

Corbyn

The Edinburgh International Television Festival is on at the moment, which always throws up a multitude of gems. For example, Ian Katz, director of programmes at Channel 4, today revealed that Sacha Baron Cohen’s Who Is America? is the first Channel 4 series to have a bigger audience on All4 than live TV.

However, the story from the festival that has grabbed all the headlines is Jeremy Corbyn’s Alternative McTaggart lecture. The leader of the opposition used his speech to propose a British Digital Corporation (BDC), that would, as reported by The Guardian, ‘commission online TV, offer easy access to archive material held by public sector institutions and operate a social networking arm that could play a role in direct democracy’.

While his full speech explains some of the functions of the BDC, it’s unclear how it would be funded to compete with the likes of Facebook, Google, Amazon or Netflix (all would be direct competitors), nor how it would be different from the BBC (which presumably it would be sharing the licence fee with, or perhaps the aim is to replace the broadcaster).

The BDC is not Labour policy but the leadership is committed to the proposals as part of its plans to reform the media.

 

2. The Great British Baking Show

GBBO

Netflix has acquired the rights to air the Great British Bake Off in the US. The streaming giant will show last year’s series (the first from Channel 4) on 31 August, with this year’s series showing later this year. It has also secured the rights to a third future series, which will stream next year.

The show will be streamed under the title ‘The Great British Baking Show’, which is what it is known as in the US. The previous BBC series aired on PBS.

Let’s be honest, this story is included so I can remind everyone that this year’s Bake Off starts on Tuesday. Exciting.

 

3. ? and Dec

Ant and dec

Ant McPartlin will not feature on the next series of I’m a Celebrity… Get Me Out Of Here, as he is recovering from his addiction to prescription drugs. While it had been assumed Dec would be presenting the show alone, Kevin Lygo – director of programmes at ITV – has revealed at the Edinburgh TV festival that Ant will be replaced.

Different outlets are suggesting different presenters are favourite to fill the space, with Scarlett Moffat and Holly Willoughby the most likely frontrunners and David Walliams, Vicky Pattinson, Philip Scofield and Cat Deeley also in the mix.

 

4. Bloomberg’s Pick Your own Brexit game

Brexit

It’s hard to write a great deal about this, you really have to play it. Bloomberg has created a choose your own adventure game with two options for each round. Your aim? To get a Brexit outcome, whether that’s hard, soft or not at all.

 

5. Michael Fabricant’s whipping

Michael Fabricant

Michael Fabricant MP ‘hit’ the headlines after publishing a video explaining what the Government Whips are and do. Above is a picture of him whipping someone with a shoe horn. Below is the full video:

SocialBookshelves.com

Spotlight with leading literature blogger Dane Cobain of SocialBookshelves.com

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Dane Cobain is the blogger behind SocialBookshelves.com, the book review blog with a difference. Recently ranked in the Top 10 UK Literature Blogs, SocialBookshelves.com posts reviews where the word counts are determined by the number of pages in the book. We caught up with Dane to talk about his favourite authors and books, being a writer himself and why PRs need to cut through the noise.

What makes your blog unique?
SocialBookshelves.com is unique because each of my reviews has the same word count as the number of pages that the book has. On top of that, it’s a log of my personal reading and includes a review for every book that I can ever remember reading, as well as reviews for each book that I’ve read since starting it.

What’s your favourite book ever?
I get asked this a lot and I usually say Northern Lights by Philip Pullman, which is also known as The Golden Compass in the United States. It was my ‘gateway drug’ and the book that really cemented my love for reading as a kid. And the ending of The Amber Spyglass, the third book in the trilogy, is the only time a book has ever made me cry.

Who is your favourite author?
This one’s a harder one to answer and so I’m going to go for Terry Pratchett because he’s my most-read. Here’s the list:

  1. Terry Pratchett: 59 books
  2. R.L. Stine: 51 books
  3. Agatha Christie: 43 books
  4. Graham Greene: 41 books
  5. Stephen King: 40 books

Which new authors should we all be aware of?
Me! I’m a writer as well as a reader and have seven books out including my latest, a quirky cosy detective novel called Driven. I’ve also been really enjoying the Doris books by fellow indie author Charles Heathcote. They’re inspired by old comedies like Keeping Up Appearances and they’re hilarious.

What’s the best book you read in the last year?
So far, it’s The Handmaid’s Tale by Margaret Atwood. I think it’s going to be tricky for anything else to top it, but we’ll see.

Have you ever judged a book by its cover?
I think we all do to some extent. It’s certainly a factor when I’m skimming through dozens of pitches from PR agents, but I also buy a lot of my books from charity shops and with those, I don’t really look at the cover. I just have a long list of books that I want to buy, and charity shops help me to find them.

What one thing should PRs/brands know about you?
I’ve been blogging for years now and also have a reasonably successful BookTube channel, which means I get a lot of requests for review. I don’t respond to pitches because I get so many of them, so please don’t take it personally if you don’t hear back from me. I also don’t accept many of the pitches (maybe around 1% of them), which means that if I do agree to accept your book, you managed to cut through the noise and attract my attention.

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What are the best campaigns/collaborations you’ve had with PRs?
Well the most recent highlights for me included a press trip to Latvia (with Abegail Morley from The Poetry Shed and some others) and sitting in the shadow panel for the Young Writer of the Year Award (with Clare Rowland from A Little Blog of Books and others). It was too to see both of their blogs on this year’s Vuelio list, too.

Do you think bloggers need their own industry association?
Probably not. I think it’s becoming more accepted as a subgenre of journalism these days and bloggers tend to be more informal etc. anyway. I personally wouldn’t join an association unless there were obvious benefits to it purely because I think I do okay without. But I’m sure it’s just personal taste.

What other blogs do you read?
Honestly, these days I tend to get most of my book news from BookTubers and there are too many to mention there, although one of them is Savidge Reads who was also in this year’s Vuelio list of bloggers. I also use Goodreads a lot and follow most of my blogger friends there as they usually cross-post their reviews. I know I do!

 

Dane Cobain and SocialBookshelves.com are both listed in the Vuelio Influencer Database along with thousands of other blogs, vlogs, outlets and opportunities.

Interview with Aaron Mark, editor-in-chief of Boyfriend Magazine

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We recently spoke to Aaron Mark, a fashion stylist and editor-in-chief at the recently launched Boyfriend Magazine. Aaron discusses the motivation behind launching the magazine, what sets it apart from other fashion magazines, why no two days are ever the same, and dancing for Atomic Kitten at Wembley Arena…

Boyfriend Magazine launched its first print issue in August. Can you tell us a bit about the publication and how it came about?
Boyfriend Magazine is a fashion forward publication that explores themes of masculinity and femininity. We pride ourselves on celebrating the works of successful creatives, while also showcasing emerging ones, and we believe this concept to be unique within the publication market.

I initially thought of the magazine and its concept when I was submitting my own work to publications, and I felt so frustrated at the lengthy process, which felt like a lot of work for little to no reward at times. I wanted to create a magazine that didn’t base its published works criteria on the CVs of the creatives, we simply wanted to publish works based on talent and creativity.

Boyfriend MagazineWhat sets it apart from other fashion magazines? Who is the target audience?
We believe our submissions criteria sets us apart from other magazines, getting us to focus on the stories themselves and not the individuals creating them, and that gives us some of the strongest content out there. Our target audience is anyone with a passion for fashion, and appreciation for editorial works, but we ensure we remain commercial in our approach by also including some great beauty product reviews, celebrity and industry interviews and features.

What are the main challenges when launching a new magazine?
I think the most challenging thing for us has been getting our name out there. We have been very lucky with the brands and PRs that have approached us who love what we’re doing and embrace working with us with open arms, and the press exposure we have received to date has been amazing – but marketing to a wider audience of people outside the industry is difficult, and is something we know will continue to challenge us.

I understand that you are also a stylist. Can you tell us a bit about your work as a stylist? How do you juggle your various roles? Does your work as a stylist give you a different perspective when creating content for the magazine?
I think my work as a stylist gives me a different perspective as an editor – I look at the wardrobe first and that’s a typical stylist trait – whereas my Beauty Editor will go straight for the make-up – and ultimately you need that balance on the editing panel to really build a beautiful product. It’s my understanding of future trends and commercial opportunities within retail that help me build the magazine into something that not only tells a beautiful story, but ensures it’s supporting the industry in its endeavours.

I have worked with various industry professionals and seen all the aspects of how the industry works, from photoshoots to runway shows and working with brands on their route to market. That gives me a well-rounded approach to my work.

I would certainly say that the word ‘juggling’ is appropriate when describing how I manoeuvre my way around my various roles, but I wouldn’t change it for the world and I think that’s what makes me appreciate my down time even more.

Boyfriend magazineCan you describe a typical working day for you? What do you enjoy the most about your job, and what are some of the more difficult aspects of your work?
A typical working day for me starts at about 6am. I usually spend the first half hour of my day answering emails before getting myself ready for the day. I then find my days to be very diverse, some can be spent working with retailers operationally as this has been a strength of mine even before I was styling, or I could be on a photoshoot, or even running around the city between PR appointments and editors meetings – no two days are ever the same and that makes it even more exciting!

I do, however, have a routine of getting home and for the last hour or two of the day, I will go over the graphic design elements and layouts of the upcoming issue and any online exclusives we’re releasing, and I’ll make notes of any amendments etc. I find this is the best time of the day for me to do this for some reason.

Do you have a good relationship with PRs? What top tips would you give to PR professionals who want to work with you?
We have some great relationships with some fab PRs, but we know there are even more relationships to build and we look forward to expanding our network even further.

I would simply ask any PRs that want to work with us, to really consider our magazine’s concept, and be open to collaborations that you normally wouldn’t have thought of, because that’s the beauty of our focus on talent and not credits.

What type of press material are you interested in receiving?
We are currently receiving a variety of press materials to create some diverse content for our readers, which includes but is not limited to beauty and hair products, fashion products, lookbooks, news and updates including fashion, beauty, lifestyle and entertainment, and anything else that you feel may be relevant to our zine – we will always strive to get back to you and let you know if it’s something we feel will work for us so get in touch!

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Aaron Mark and his new magazine are both listings in the Vuelio Media Database along with thousands of other blogs, vlogs, outlets and opportunities.

The Press Release Bluleprint

4 Simple Steps for Writing a Killer Press Release

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Despite the rise of digital and social media, the basic principles of a press release still hold true more than 100 years after the first PR communication was composed.

In our latest guide, The Press Release Blueprint, we outline the four essential steps that you should take every time your write a press release in order to gain coverage and get results.

Stephen Waddington, industry influencer, blogger and partner and chief engagement officer at Ketchum, believes there are good reasons why the press release has endured in a changing media communications landscape. He said: ‘The reason press releases continue to be used despite a multitude of alternative formats is that they are well understood by organisations. It’s a common format, created through a process of iteration and approval, for communication with external publics. Everyone knows how they work.’

As the first step in our guide is to get to the point, we’ll keep you no longer. Download the guide here, and start writing the best press releases of your career.

Pembroke and Rye

Pembroke and Rye’s Charlie Hampton on how PRs can take advantage of silly season

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Silly season is the period in August when Parliament is on Summer Recess, many people are on holiday and less serious stories fill up the news agenda. While some items may be frivolous, silly season provides a great opportunity for PRs to fill column inches and score some excellent coverage for their brands and clients.

Charlie Hampton, chief client officer at Pembroke and Rye, has over 20 years’ experience in communications and now oversees the agency’s account strategies – delivering programmes for companies ranging from Panasonic to Canadian Affair. We spoke to Charlie about his approach to silly season and what PRs should do to score a summer success.

What kind of stories do well during silly season?
The relative shortage of political and business news during silly season means that stories in these two areas tend to do well. Just look at huge number of column inches that Boris Johnson and Jeremy Corbyn have received in the past couple of weeks.

That said, the reduction in these types of story creates more space in the media overall, so many outlets have more capacity than usual for stories of any kind.

The drop in political and business news is partially rebalanced by stories such as celeb holiday news – which seems to be everywhere at this time of year! – so competition to place celeb-related stories during silly season remains as high as ever.

How does your pitching/media outreach change during silly season?
We don’t step back from pitching stories during silly season but do sometimes look to place stories that are less time-specific – especially business stories – as the media may have more space to consider them than at other times of the year.

Our media outreach changes a bit as many journalists are on holiday, and therefore working to longer lead times and deadlines, so we look to develop stories further in advance wherever possible.

What are the benefits of getting coverage when the news agenda is quieter?
In a nutshell, you have the potential to achieve wider and deeper coverage for stories than might be possible at other times of the year. A story that might result in a nib in October, could well be an article of several paras in August.

This enables comms professionals to create a bigger impact for their clients, driving greater recognition and engagement with their key stakeholder groups.

We saw this all too clearly in recent weeks when a story we’d developed on behalf of an aerospace client about a new location with the creation of new jobs was very widely covered in the industry, business and local media, and to a greater extent than would have happened after silly season.

 

Need to reach the media during silly season? Get Vuelio. 

Nursing Times

Interview with the new Nursing Times editor, Steve Ford

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Steve Ford was recently appointed editor at Nursing Times. Having previously worked as the news editor at the publication, Steve speaks to us about stepping into the editor’s shoes, the future of Nursing Times, traditional and social media trends, and going to the same primary school as Russell Brand! 

How are you settling into your role as editor at Nursing Times? What is a typical working day like for you?
It’s been great so far. It’s a brand I know well and am passionate about, having previously been news editor for quite a few years. Being in the editor’s chair brings new challenges but also lots of opportunities. We’ve got a lot done in terms of improvements, especially to the website, over the last couple of months. But it’s an ongoing journey.

My typical day involves many meetings – both internal and external – lots of problem solving and communication, some editing and possibly writing the odd leading article.

What are some of the best things about your job? What are some of the more challenging aspects?
Being the editor of a publication with such a rich history and feeling like my team and I are supporting a profession that really matters is a rare opportunity in publishing. It’s also exciting being the editor of brand that is doing well – touch wood – but that also has so much potential.

Rarely having enough time to do as much as I want to do in a day or week is a challenge.

What role does social media have to play in your work? How do you engage your audience?
It is a vital and increasingly important tool for telling people about our content and engaging with our audience. I, alongside the Nursing Times brand, mainly use three platforms – Twitter, Facebook and Instagram. I mainly use my personal Twitter account for work, but we have corporate accounts across all three as well.

What can we expect from Nursing Times over the next 12 months or so?
Our usual great quality clinical, news and opinion content – but with a slightly sharper, more campaigning edge and backed with more strategic use of social media. You should also notice increased integration between the different types of content that we produce, so that it complements each other. In addition, we might dip our toe into trying to develop some audio-visual packages.

Are there any trends you are noticing/can predict?
A tough question. We’ve been on a journey over the last decade from being entirely print focused to becoming very digitally focused, but now find ourselves using the two very much to complement each other. Whether this continues will depend on what our readers tell us they want, as with all things.

Generally, we are seeing social media become the new place where news breaks and engagement takes place – how traditional media adapts to this will be both interesting and key to its survival. Social media moguls could become the new media moguls full stop. It remains to be seen whether the tabloids will survive the transition.

What advice would you give to PR professionals who want to work with you?
Write me an email clearly setting out why you think your press release or other pitch is important to my readers. If I don’t get back to you after you’ve sent a follow-up reminder email, then take it as likely that it’s not the right fit for Nursing Times. Call me if you know me. If it’s a clinical news release, where possible include a quote from a specialist nurse as well as all the usual doctors.

What type of press material are you interested in receiving?
Anything of interest to nurses and the nursing profession really. That can be about a range of subjects – policy and guidance on workforce, education and regulation, or best practice, clinical research and local innovation. We are interested in writing and commissioning news, opinion pieces and clinical articles; but not really features or case studies.

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That squat bot

That Squat Bot – a brand new entry in the Top 10 Fitness Ranking

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Sarah Harradine writes That Squat Bot, which recently joined the Top 10 UK Fitness and Exercise Blogs. Covering workouts, strength training and Crossfit, That Squat Bot is the one-stop-shop for all things fitness no matter what your level. We caught up with Sarah to find out what exercises newbies should learn first, why regular exercise is more important than heavy exercise and why working in-depth with brands is the way forward.

What keeps you interested in blogging?
It gives me a real opportunity to learn and try new things, as whenever I want to write about something I like to research as much as possible, so my content can be used by beginners and more experienced people alike. In a weird way I miss researching essays for uni, and blogging helps me scratch that itch.

At what age do you think you’re fittest?
It depends – the age where you can balance out sleep, stress, strength training, eating enough and moving enough. For some of us this could be 21, for others it could be 61. So far in my life I was ‘traditionally’ fittest at around 28, but I was also stressed and eating too little! I hope my fittest years are yet to come.

How easy is it for someone to incorporate fitness into your daily routine?
It should be achievable for most of us to add in a 30-minute brisk walk or low-impact home workout into each day. Doing something consistently is more important than going all-out once a week or less.

What exercises would you suggest someone starts with if they’re just starting out?
I would always suggest you learn to squat, hinge, push and pull. Once you’ve got the movement patterns nailed, add some weight.

What’s your favourite healthy snack?
Mangoes, pomegranates and watermelon, or anything with peanut butter!

What one thing should PRs and brands know about you?
I also work in health and fitness marketing, so I like to ensure the campaigns I work on are fair for all parties involved. I also like a list of deliverables to follow when creating content for a brand – it prevents ambiguity around what the brand really wants.

What are the best collaborations you’ve worked on?
I have a collaboration coming out soon with a big running brand that I’m really proud of, not least because we spent over eight hours filming it in a very sweaty room on the hottest day of the year so far! I also absolutely loved walking the Camino de Santiago with G Adventures last year.

Do you think your relationship with PRs and brands is changing over time?
I find that I’m working more deeply with fewer PRs – I love doing as much as I can when I have a great relationship with an agency or individual at the agency.

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Do you think bloggers need their own industry association?
I think that we’re certainly on the cusp of needing some set guidelines for the industry. Many new bloggers are taken advantage of by companies, and some bloggers use underhand tactics to try and get ahead.

What other blogs do you read?
I love Carly Rowena, Imperfect Matter, Keep It SimpElle and Break The Loop!

Sarah and That Squat Blog is listed in the Vuelio Influencer Database along with thousands of other blogs, vlogs, outlets and opportunities.

Influencer Marketing

5 Influencer Marketing lessons from Scott Guthrie

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Influencer Marketing is now a vital part of any comms strategy but getting it wrong can be damaging for both your finances and your reputation. Scott Guthrie works with brands, agencies and platforms to generate meaningful results from influencer marketing and recently spoke to us about fake follower fraud.

Scott researched fake followers and discovered that not only could influencer fraud be a criminal offence, but few companies seem prepared to deal with it in an effective way.

So, how do you get it right? Here are 5 influencer marketing lessons from Scott:

1. Don’t just focus on audience size
Sure, size matters, but is it the most useful way of finding the best influencers for your campaign? Scott says: ‘The relevance of an influencer’s following to your brand and key messages is more important.’

Scott discusses the need to comprehensively vet your influencers, judging things like tone of voice and their alignment with your brand values – as well as using all the other measurable metrics that may be helpful. If you use the Vuelio Influencer Database, you can use the Influencer Score that draws on over 40 data points to create a more comprehensive view of genuine influence, saving you a lot of leg work.

 

2. Use micro influencers
This follows on from audience size – just because someone is Insta famous, doesn’t mean their engagement rate is any good. Scott says: ‘Brands looking to encourage high engagement rates for their influencer work should focus on a micro influencer strategy.’

Not only are they more likely to have a more engaged audience, they’re also likely to be cheaper so your budget can go further and take in more influencers. A word of warning though, proper vetting takes time so don’t forget this in your planning stage.

 

3. Sponsored content needs to be high quality and infrequent
Many influencers on Instagram have found the official #ad or #spon hashtags, which identify paid-for content, have less traction and reach – possibly falling foul of the network’s shadow ban. Scott says: ‘The drop-in engagement rates is because the paid-for content posted fails to meet certain criteria’. The criteria are that adverts are clearly labelled (so the audience isn’t hoodwinked); the content is good quality; and there’s a ratio of at least 3:1 in favour of organic over paid-for content on the influencer’s feed.

It’s worth considering all three of these points when looking at a potential collaborator’s previous posts.

 

4. Pictures should be realistic and representative
Filters, editing and post-production look out! Scott says: ‘Image manipulation will be scrutinised more closely. Using post-production techniques that exaggerate the effects of an advertised product could mislead.’

Make sure your pictures are accurate because existing advertising rules from the regulators applies to content whether it’s on TV, in print or online. And if you’ve paid for the content, you could be responsible for its accuracy.

 

5. Prepare now, because it’s coming anyway
The influencer marketing industry is already rife with unethical behaviour, but this cannot last. Scott says: ‘A commercial imperative for tangible results from brands alongside influencers’ audiences heightened demand for high-quality content will force a maturation of the influencer marketing industry.’

He believes the future will only have space for social media influencers that produce thoughtful, creative content and the rest will fall by the wayside. Working ethically isn’t something you should see as a chore, but a means to build your influencer marketing strategy so it lasts long into the future.

 

Need help with influencers? You need the Vuelio influencer Database.

Five things you shouldn't have missed

Five Things: Alex Jones, online TV, Twitter Tories, Queen portraits and Ed Balls

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This week’s Five Things You Shouldn’t Have Missed includes a high profile social media ban, the rise of online TV, the very shy Tories, Australians going mad for portraits of the Queen and Ed Balls being Tased. Scroll to the end for that video.

1. Social media bans Alex Jones

Alex jones

Alex Jones, the far-right US conspiracy theorist who owns InfoWars, has been banned from nearly every major social media platform. Apple removed five podcasts by Jones and Infowars, a move which was almost immediately followed by Facebook unpublishing four pages run by Jones, YouTube deleting his account and Spotify removing all of his podcasts.

Of the major platforms, only Twitter has left Jones untouched. Co-founder and CEO Jack Dorsey tweeted his explanation:

The other platforms all claimed violations of some sort against their company rules, often linked to hate speech or glorifying violence, apart from YouTube who banned Jones because he ignored a 90-day ban.

The move has sparked a ‘free speech’ debate in the US, where the first amendment is held in high regard and often creates confusion for people who don’t understand that the right to free speech does not include the right to be listened to.

 

2. Online TV use soars

Online TV

Nearly half of all adults have watched Netflix, Now TV, Amazon Prime Video or a similar service in the last three months. The data comes from the Office for National Statistic’s Internet Access and Use report.

The huge rise, up from 29% in 2016, compounds the findings from last week’s Ofcom Communications Market Report 2018, which found that the revenue for online TV continues to rise, now up to £2.3bn from £1.8bn.

Other findings from the ONS report show that weekly internet use is broadly the same year-on-year; the number of over 65s shopping online has trebled in the last decade; 25% of adults who use smartphones do not have smartphone security; and 70% of employed adults need computer skills for their job.

Oh, and yes, you do recognise the woman in the middle of the above picture.

 

3. Are there Tories on Twitter?

TM MP PM

MPs from all political parties are on Twitter, with nearly every MP having their own account on the platform. Some MPs’ party allegiance is easier to identify than others, which hasn’t escaped the notice of Gizmodo’s Gavin Whenman, who trawled through every single MP account to find out if they declared their party in their bio.

Nearly every party has proud members: 100% of MPs from the Lib Dems, Plaid Cymru and Green party identify their party in their bio, as well as 91% of MPs in Labour and the SNP. In Northern Ireland, 89% of the DUP declare and 85% of Sinn Fein do.

So, what about the Tories?

Just 42% of Conservative MPs declare their party affiliation on Twitter. Whenman posits a number of theories, suggesting they keep it secret because Twitter abuse in the run up to last year’s election was mostly directed at Tory candidates, or perhaps they hide it on purpose in order to hoodwink people into sharing their content.

Whatever the explanation, Twitter is clearly now home to the Shy Tories.

 

4. Australians request portraits of the Queen

Duke of Edinburgh

Australia has official rules that allow citizens to request ‘nationhood’ material from their MP. This material may be an Australian flag, a recording of the national anthem or portraits of the head of state – Queen Elizabeth II. It seems this was a little known rule until a Vice story exposed it and now hundreds of Australians have made requests for portraits of the Queen.

MPs’ staff have been busy fulfilling orders that also include portraits of the Duke of Edinburgh. Tim Watts MP said most requests for portraits of the Queen were due to a case of ‘excellent trolling’. Terri Butler MP said: ‘I’ve been talked out of providing a photo of Beyoncé to constituents whose correspondence does not adequately particularise their request for a picture of the Queen’.

In other news, it’s silly season.

 

5. Ed Balls getting Tased

Ed Balls

Did we mention it was silly season?

Vuelio Blog awards

Get your tickets to the Vuelio Blog Awards

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The Vuelio Blog Awards are the biggest celebration of bloggers, vloggers, Instagrammers, social media stars and content creators in the UK. Taking place on 30 November, the Vuelio Blog Awards are now selling tickets, so get yours today.  

EntertainmentFollowing exceptional feedback from 2017, the Vuelio Blog Awards are returning to the Bloomsbury Big Top, a magical venue that promises to wow guests along with our live entertainment, death-defying acts(!) and the most delectable dishes this side of the Michelin guide.

Whether you work in PR, communications or marketing, the Vuelio Blog Awards present an unrivalled opportunity for you to rub shoulders with the biggest names and brightest stars in the ‘influencer’ (if you’ll excuse the term) community.

Last year’s finalists had a social following of over 18 million people, which is more than the combined daily circulation of every national newspaper and doesn’t factor their reach on their own platforms – the award-winning blogs.

Unsurprisingly, the event is a top trend on Twitter every year – so you’re guaranteed to be at an event that means something, with people that have the power to make you famous!

Single tickets are available as well as full tables of 10. Find out more about tickets and pick the option that’s right for you here.

If you’re a blogger, vlogger, instagrammer, facebooker, tweeter, snapchatter, pinterester, writer, content creator or influencer (some people do call themselves this) and wondering where you get your tickets – you have two options. You can either secure your place at the event by purchasing a ticket OR wait until later this month to enter the blogger ballot – which will be open to any and all wonderful creators.

If you have any questions, comments or concerns – get in touch or tweet us @Vuelio.