The PR winners of 2023

Barbie, Airbnb, and Octopus: The PR winners of 2023

It’s time to look back at some of the biggest PR wins this year as well as the campaigns and comms strategies that could have gone a lot better for brands, media personalities, and sports organisations making the headlines.

Bravo to Barbie’s team, Ryanair, and Octopus Energy, but there’s room for improvement from companies working with oil clients and those who still haven’t sorted out their gender pay gaps…

Amazing work from Amex, says Sarah Woodhouse, director at AMBITIOUS PR

Winner: ‘I still love Amex’s Small Business Saturday campaign. It’s purpose driven, it has a narrative, and it becomes more relevant every year.’

Could do better: ‘The example of crisis ‘losers’ comes from within our industry, Clean Creatives targeting major PR companies at Cannes who still work with oil clients despite their ESG commitments. That hit me hard as a business owner, you must really ensure your clients align with your values and those of your team.’

An A+ for Airbnb’s comms, from Sarah Danzl, CMO at Skillable

Winner: ‘A clear winner was Airbnb and its pledge to offer housing to Ukrainian refugees. In doing so, it gave a clear demonstration of its mission “to create a world where anyone can belong anywhere”. In times of crisis, being mission-driven and supporting society in a unique way for your brand can help you stand out for the right reasons.’

Could do better:Silicon Valley Bank is a good example of what can go frightfully wrong when communications are vague and mistimed, or when a CEO isn’t prepped well enough for an interview.

The Gender Pay Gap Bot, created by Francessca Lawson and Ali Fensome, called out companies that jumped onto the International Women’s Day hashtag online without creating true gender equity in their organisations. It is a good lesson for being authentic and not DEI-washing in your communications as these things will always be found out eventually.’

Mental health campaign was meaningful for Rachel Gilley, chief client officer at Clarity

Winner: ‘A campaign that I’ve loved this year is Norwich City Football Club x Samaritans for World Mental Health Day. A visually-led campaign, which encourages individuals to check in on those around them, it reminds us that sometimes the signs are hard to spot when people are struggling.’

Could do better: ‘A campaign that could be improved upon was this year’s Sports Direct and Getty Images ‘Equal View’ campaign, which highlights the lack of diversity in sports imagery. A brilliant idea, the partnership campaign could have gone a lot further using social media to drum up user generated content to highlight the “real” face of sports fans.’

Ryanair continued to ‘kill it’ with comms, says Beth Turner, head of PR at ilk Agency

Winner:Ryanair is a brand that kills it for me. They understand their offering and their audience 100% and their comms reflect it wholeheartedly. It’s funny, well-done and has that shareability factor that is always so important with PR.’

Could do better: ‘One that sticks out to me for being pretty poor this year is Ticketmaster. When every man and their dog were trying to get Taylor Swift tickets, they came under scrutiny at every corner, especially when their site crashed and they cancelled ticket sales for some of her upcoming dates. Fans were furious to say the least, and it even led to a debate in the US Senate and Taylor Swift herself condemning the company and how they handled the situation. Ticketmaster stayed relatively silent on their part, didn’t seem to care about the millions of fans left empty-handed and simply blamed ‘demand’ for their wrongdoings. That is a lesson in how not to do crisis comms!’

Barbie’s PR was in the pink, for Jane Whitham, director of Altitude PR

Winner: ‘When it comes to PR winners in 2023, there’s only one choice, the Barbie movie’s entire promotional campaign. Using every dollar of its undoubtedly colossal marketing budget, Barbie collaborated with a variety of companies – Microsoft, Balmain, and Bloomingdale’s.

‘Far beyond collaborations, Barbie’s marketing team also used the ‘Barbie Dreamhouse’ on Airbnb and a themed boat cruise in Boston. The marketing campaign was a resounding success to the extent there was a worldwide shortage in pink paint reported. Or was it just opportunistic PR?

‘Barbie’s successful campaign was also at the forefront of a global newsjacking campaign. Everyone wanted a piece of the campaign, adding their point of view and jumping on the Barbie bandwagon. Warner Bros’ not only advertised the film, but it was also used by countless other companies for their own marketing campaigns.’

Could do better: ‘On the other side, easyGroup has been flexing its corporate orange muscles for quite some time but the company’s battle with indie band Easylife leaves a very sour taste.

‘The owner of the easyJet brand filed a lawsuit this summer claiming the Leicester band’s name infringed a trademark. Unable to financially defend a lawsuit, the band changed its name. The PR machine behind easyGroup insisted the band were brand thieves.

‘The upshot was condemnation from media, musicians, and MPs. It’s also upheld easyGroup’s reputation as aggressive and litigious. It’s a definite PR own goal.’

Football crossovers were fun for Darryl Broadfoot, head of sport PR at Frame

Winners: ‘ESPN, Walt Disney Company and the NFL have set the standard in sports and entertainment crossover with Toy Story Funday Football: making sport [and live sport broadcast] relevant and relatable to a younger audience. The first-of-its-kind animated live version of the Atlanta Falcons v Jacksonville Jaguars replaced the stars of the grid with the stars of the Toy Story franchise – with the action replayed in Andy’s Room, the iconic main setting of the movies.

‘It was more than a stunt: using cultural relevance to take sport beyond its established and traditional audience, while showcasing the innovation of broadcasters ESPN as they seek to safeguard future TV audiences.’

Could do better: ‘The crisis that engulfed the Spanish Football Federation and its now former President following the FIFA Women’s World Cup final will remain a case study in how to make a crisis situation worse for years to come. The universal reaction from the progressive majority across the men’s and women’s game at least showed the journey towards equality and equity can be strengthened and not derailed in times of crisis.’

More love for Barbie and Airbnb from Hayley Knight, co-founder and communications director for BE YELLOW

Winner: ‘I mean, I can’t answer this question without mentioning Barbie! They absolutely smashed it and even small brands can learn PR and marketing strategies from the team behind it.

WeAre8 is a fantastic example of a brand that’s ahead of the curve. A new social media platform that helps people do good, and breaks the habit of doom scrolling. They’re marketing has been marvellous and has understood the assignment when it comes to marketing B-Corp initiatives.

‘Airbnb is also a great example of creating emotionally relevant campaigns, and we saw this in their campaign to house 100,000 Ukraine refugees, and they did this at a loss in profits, showcasing authenticity and meaning.

‘I also absolutely love the Recycle Your Electricals hypnocat advertising campaign. It ticks all of the boxes – it’s catchy, memorable, has a social impact and is outright hilarious!

Could do better: ‘I know it got a great response, but for me the Just Eat campaign with Christina Aguliera and Latto didn’t land for me. It felt dated, and a brand trying to be relevant for the sake of it. I didn’t feel like it connected to its audience and fell a little flat.’

‘And let’s be honest, we can all learn a little something of what not to do from Elon Musk and X.’

Warm feels for Octopus, from Susannah Morgan, deputy managing director of Energy PR

Winner: ‘Wins go to businesses bucking their industry norms and understanding what their customers really want from them. Octopus Energy is a great example of this. By offering customers free electricity when there is the least pressure on the network, the company is helping its customers in a way that really matters, building valuable goodwill in the process.’

Could do better: ‘This year has seen what feels like an unusually high number of reputational crises caused by the behaviour of individuals. Think BP’s Bernard Looney, and the CBI’s Tony Danker. The damage inflicted by an individual can hit at the very heart of an organisation’s culture. If bad behaviour is tolerated at the top, or the organisation deals with it poorly, it calls into question the values and ethics of the whole entity.’

Girls run the (PR) world, says Caroline Miller, founder and managing director at Indigo Pearl

Winners: 2023 was the year that women ruled the world – and boosted economies globally. From Greta Gerwig’s blockbuster Barbie movie success, to Taylor Swift and Beyonce taking live music to the masses on a scale never seen before, women are shifting the creative and economic dials. The summer of 2023 saw London turn pink with Barbiecore everywhere – the Barbie PR machine was inescapable and we were 100% there for it.’

Could do better: ‘Keeping on the female theme, one of the worst PR losers of this year was Conservative MP Gillian Keegan’s ITV News microphone rant over the Raac concrete scandal. While we don’t know what was going through Keegan’s mind at the time of the outburst, it’s PR 101 to always maintain dignity and composure in front of the media. A lesson learned the hard way, and a reminder to all PRs when briefing clients.’

Want to be a winner in PR for 2024? Take note of these 19 key trends for the PR and comms industry coming up this year. 

Vuelio's top 10 blog posts of 2023

Our top 10 PR and communications posts of 2023 

As part of our overview of 2023, and a look forward at 2024 in PR and comms, here are the most popular posts from the Vuelio blog this year. From effective media outreach to data-driven reporting, crisis management to brand personality, here are some of your favourite guidance pieces from the last twelve months…

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1. PRs on PR: How to pitch to the media

In this best practice piece from May, we called in some of the industry’s top PRs to share insider tips on how to pitch to the media.

Categorised into preparation, creation, sending, and following-up sections, this piece has what you need to connect with journalists and get them sharing your story.

‘Gone are the days when a pitch sent to a list of hundreds of journalists would result in instant links or coverage’ said JBH’s senior digital PR manager Lauren Wilden —here is how to get results in the modern media landscape. 

2. 5 predictions for PR in 2023 

Prohibition’s founder Chris Norton added to our 15 PR and communications trends you need to plan for in 2023 post with his own five predictions for what was ahead in the second half of the year.

An increase in use of ChatGPT, the continuing popularity of influencer marketing, and even more emphasis on social media were just three of them. No mention of Elon Musk’s efforts to ‘reinvigorate’ Twitter/X, though, but no one could have seen that coming, probably… 

3. Six evidence-backed ways to survive a PR crisis 

This year has seen its share of crises across the world, as well as some difficult times for brands, businesses, high-profile personalities, and politicians that found themselves in hot water.

In this write-up of the Vuelio webinar ‘Speak Up or Shut Down: The Value of Proactive PR in a Crisis’, we examined different brand responses issued in times of trouble to find out what works and what should be avoided at all costs. Check out examples from Coca Cola, Virgin Atlantic, and more. 

4. Autumn Statement 2023 speculation

2023’s Autumn Statement was, as ever, highly anticipated by the public and press. But in a year where the cost-of-living crisis racked up financial pressures for so many across the UK, extra pressure was on Chancellor Jeremy Hunt.

Before the announcement, the Vuelio political team shared speculation from the media and high-profile politicos. Topics tackled – tax, ISA updates, fuel duties, and net zero goals. Were the predictions spot on? Check out our coverage of the Autumn Statement itself here and here

5. International Women’s Day 2023: How can the PR industry evolve for the better? 

Despite efforts to improve equity in PR, comms, marketing, and the media, the creative industries still have a problem with gender equality. For International Women’s Day, we spoke to women working across PR sector.

‘When misogyny is still allowed to breed in our society, at the highest levels and most trusted ranks, we need counter pressures to dismantle toxic views which seek to constrain and harm women,’ said Ketchum’s Alicia Solanki.

Don’t be part of the problem in 2024 – read the post to find out how. 

6. How to build a social presence when your audience isn’t there

Social media is a major part of almost every campaign strategy in modern PR. But with the emergence of the Metaverse, Web3,  and a myriad of tech innovations,, which ones do you invest in? How do you optimise ROI with a small or not-so-technical audience? For how to build a presence on social media, and find your audience, here is how a strong set of Insights tools can help with snapping up earned and owned content, save you time and help you smash your KPIs.

7. Getting to know you: How to build a brand personality

Trust was a key component brands and businesses had to get right in 2023, and will continue to be important for keeping customer and community loyalty in 2024. What will help? Building a brand personality consumers will want to interact with.

In this post, PR experts from agencies including Pace Communications, Sweet Digital, TeamSpirit, and Sway PR explained how to get started, from brainstorming what your brand is about to assembling your assets.

8. Tips for spotting the best newsjacking opportunities

In this guest post, strategic and creative freelance digital PR Alice James gave tips and tricks for successful newsjacking.

For keeping your own brand and your clients in the public eye, here is how to spot the best opportunities by immersing yourself in the news cycle, getting ahead of the curve, and connecting with journalists.

Once you’ve refreshed yourself with a re-read of Alice’s advice, check out tools to help, including the ResponseSource Journalist Enquiry Service

9. How to create key messages that actually land with your target audience

Numbers can only tell part of the story when measuring the performance of campaigns — especially when it comes to everyone’s favourite, Share of Voice. You may have gotten a lot of coverage, but what was the quality? Was the commentary passive, or even negative? Is all PR really good PR?

This post offers a five-step guide for getting started with Key Message Penetration, enabling you to measure brand awareness and assess how well your brand messages are being delivered.

10. How has TikTok impacted food and drink content and how will it dominate in 2023? 

Finally, we’re finishing up this year’s highlights with another expert op-ed from our PR and comms community. 

Hatch Group’s social media lead Jack Moore gave the lowdown on how Tiktok has influenced food and drink content and key trends for 2023. With up-and-coming influencers like Keith Lee, B. Dylan Hollis, and Mr Grubworks offering up what’s worth putting on plates, how has short-form changed the world of food and drink PR and what does this mean for the future? Jack shares his predictions and advice – take note, and, given his accuracy over the last year, get ready for a jam-packed 2024.  

To keep up with content from the Vuelio and ResponseSource blogs, sign up to our Media Bulletin, PR Pulse, and Point of Order newsletters here.

Ready for 2024? The Vuelio Insights team is here to help, with reports designed to show you gaps in your media strategy, help you hit your targets, and demonstrate your successes. Learn more here

PR and comms trends for 2024

19 PR and communications trends you need to be ready for in 2024

Being ethical, sustainable, and honest were key to keeping client, consumer, and community loyalty throughout 2023. What should your focus be for 2024 in PR and comms?

Here are predictions from comms professionals for what you should expect in the year ahead. Get ready for collaboration, creativity, and keep in mind that the UK election season won’t be all bad…

1) Making the most of election season (even if it is a slog)

‘An election year always offers a lot of opportunity. Check out each of the party’s policies – what change is potentially coming round the corner for your organisation or clients? Make sure you’re horizon-scanning and planning accordingly.’
Sarah Waddington, director of Wadds Inc, founder of #FuturePRoof, and co-founder of Socially Mobile

‘This will open some interesting opportunities (beyond the Public Affairs remit and in line with the rules) for clients looking to increase brand awareness and be a central part of the media conversation and narrative when it comes to backing funding for their specific industries. Think infrastructure projects such as EV, telecoms, transport, as well as healthcare services i.e., mental health.’
Niki Hutchinson, founder and managing director at LarkHill PR

2) Collaborating with clients on content

‘I hope that 2024 sees more communications professionals work with customers to understand what messages resonate the most, and even co-create some campaigns, events, and content together. This will put an end to irrelevant messages that, at best, waste resources, and at worst, damage a brand’s reputation and customer loyalty.’
Sarah Danzl, CMO at Skillable

3) Being truthful

‘One of the biggest challenges is credibility and ensuring we are placing our clients in publications and on platforms which value truth and transparency. And although we seem to talk less about ‘fake news’, that challenge remains.

‘We have already seen, with Russell Brand’s large social media following and reach, along with Boris joining GB News, that alternative platforms create and groom loyal fanbases that are often less interested in fact, and instead value that feeling of community and belonging. As PRs, it’s important that we take note of their position and influence, while also remembering our duties to be truthful and to operate ethically.’
Victoria Moffatt, founder and managing director for LexRex Communications

4) Focusing on audiences

‘For any outcome to be achieved we need to persuade specific audience groups to take specific actions. Skills such as stakeholder mapping, behaviour science, prioritisation, and relationship building have become increasingly valuable and, when married to excellent planning and measurement, enable us to generate value and evidence it.’
Leigh Greenwood, founder and managing director of Evergreen PR

5) Becoming more results-driven

‘The evolution of PR into a more results critical model will continue. This perhaps being (as we are seeing) a 70/30 split between digital PR campaigns and brand PR – the former in the pursuit of increased organic keyword performance to drive much needed leads for clients. Basically, most businesses need double the sales leads to convert business as usual in this increasingly troubled market.’
Trevor Palmer, director/founder of Tank

6) Being purpose-driven, too

‘These days consumers are far more savvy when it comes to where they are spending their money and publications sometimes have a quota to cover a certain amount of sustainably responsible brands. This leaves a really big opportunity for purpose driven brands to succeed.’
Francesca Cullen and Rosie Lees, co-founders and directors of Nineteen94 Communications Agency

‘As many working in the comms industry know, the rules around the eco messaging companies can legitimately use to sell products and services is continually evolving. This is likely to continue to present sensitive and complex issues for brands keen to communicate green initiatives and innovations to target audiences, without falling foul of greenwashing claims, as we head into 2024.

‘For example, we expect to see a decline in the “big but difficult to prove” eco claims of the past – e.g. that a certain product or service is completely ‘carbon neutral’ – in favour of brands adopting a more honest and open dialog with audiences, that shows how they are improving things, as well as the work that still needs to be done.’
Alice Regester, CEO and co-founder of 33Seconds

‘In my opinion, this actually represents an opportunity for brands. The ones who are prepared to be transparent about their challenges – where they’ve fallen short and where they’ve needed to pivot – will be the ones who are seen as more authentic and trustworthy to their consumers, but will be the ones most likely to drive change – inspiring stakeholders and other brands.’
Lucy Newson, deputy managing director at Alfred

7) Using your brain

‘It’s time to focus on the most powerful tool PR and Marketing pros have – brain power. Hyper-personalisation is a key element within Industry 5.0 and we’re seeing it reflected in B2B buyer behaviour.

‘Be creative not bland, hook on to the ideas that are stimulating buyer behaviour, get strategic about your brand equity.’
Jamie Kightley, head of client Services for IBA International

8) Freshening-up content with video

‘PR that incorporates short form video will provide plenty of opportunity for more creative agencies and professionals. Younger audiences don’t want content dictated by centuries-old media companies. Fresh, original content via brands and organisations’ own channels will continue to dominate.’
Jane Whitham, director of Altitude PR

9) Increasing creativity when budgets decrease

‘Smart PR agencies will revel at the creative challenge of tighter briefs, smaller budgets and the need to, finally, nail campaign ROI. Most PR practitioners are problem solvers by nature, and it’s amazing what can be accomplished when you’re forced to think differently. Creative content is the perfect partner for PR. Today’s consumers of all ages are much more open to seeing creative content everywhere. We will see further integration of PR and social media in the years to come.’
Caroline Miller, founder and managing director at Indigo Pearl

10) Using human voices (that means case studies)

‘The rise in fake news, misinformation and the use of AI in comms is making audiences sceptical. As a result, they are turning to sources of information that feel authentic, relatable and human. This is a great opportunity for excellent PR – accurate storytelling that really resonates with the audience. Hard data adds to the feeling of trust, so a human voice coupled with decent data will be a winning combination. Putting the human voice at the centre of communications will be important, so thought leadership, expert content and influencers will be key players in 2024 strategies. So much so that Google is prioritising the proven experiences of individuals over branded content.’
Susannah Morgan, deputy managing director of Energy PR

11) But there’s no escape from AI just yet…

‘Since AI makes producing new content so much easier, content flooding is an unfortunate side-effect of this. Nevertheless, I believe that this repetitive content flooding our social channels will make us aware of the worthlessness of a great portion of the content we kind of got used to in the past and make us more discerning about the content we consume.’
Peter von Kageneck, DACH PR director for Life Size Media

‘The industry as a whole needs to acknowledge that the marriage of human creativity, strategic thinking, and data-driven AI insights can create an unprecedented and unrivalled level of impact when used correctly. Together, they will usher in a new era where PR is not just about communication – but more so understanding, influencing, and adapting to an evolving digital landscape.’
Sheridan Okey, head of digital PR at Tribera

‘News is cyclical and data can inform stories that have exceeded performance metrics in the past, and with AI further embraced in newsrooms we’ll see past content repurposed and reused throughout the year in line with regular trends and seasons. Cut-through for this type of activity will be much harder unless something really unique or compelling is offered, which could include reputable voices, rich in expertise or new supporting findings and data.’
Damian Summers, head of Digital PR at Impression

‘While for some this may be seen as “the robots taking our jobs”, it in fact provides opportunities for PR agencies to demonstrate their worth and how invaluable their insight is, by showing that we know our clients, have good relationships with the media and provide that crucial human element that AI just doesn’t have.’
Holly Daulby, managing director and founder of Honest Communications

12) Teamwork

‘Integration is a big one here. Utilising different services within PR campaigns is a great opportunity to maximise the reach of our stories, and allows clients to get more bang for their buck. Working across departments and cross-channel will be something agencies should be doing.’
Beth Turner, head of PR at ilk Agency

‘Harnessing the power of the team, working together, digging in, sharing the load and holding people’s hand to tackle the challenge together to me seems the best way to respond to the challenges ahead. Bring on 2024 – another year of challenge, change and opportunity.’
Rachel Roberts, CEO of spottydog Communications (part of Leopard Co

‘Further integration between marketing channels. Budgets are tight and brands are looking for the maximum return from their investment. A multi-channel approach across PR, SEO, social and paid can support and increase results across all channels.’
Sarah Ross, account director for R&Co Communications

13) Shared experiences

‘I think we’ll continue to see the rise of community-driven experiences. The Barbie movie plus the Eras and Renaissance tours showed us that shared experiences are still top of people’s wishlists.’
Sarah Henderson, managing director of PrettyGreen Group and chief client officer

14) Equity

‘I, for one, am very much hoping that 2024 will be a year when the PR world starts to address equity and diversity. CIPR has made strides in this, and I am set to be the EDI Champion in the Southwest, but with figures showing that 9 in 10 UK practitioners are white, and 25% are privately educated—around four times higher than the UK national average—we need to do better.

‘We can no longer work in an industry full of offices that look like the cast of “Emily in Paris”, instead, we must make a commitment to a truly diverse workforce that reflects clients, campaigns, and stories.’
Natalie Trice, career coach, PR and media expert trainer

‘It’s no longer going to be acceptable for brands to simply give a small nod to their corporate values and responsibility to their communities. Consumers are more savvy and will actively call out brands whose messaging doesn’t seem sincere, and this can have a huge impact on the brands’ reputation.

‘It’s time for brands to be more consistent about where they stand on big social issues and be more authentic in their messaging. Next year, brands will need to start dedicating parts of their PR activity to show how they’re making a positive impact on the planet, their workers, and their communities.’
Gareth Hoyle, managing director for Coveragely

15) Zeroing in on Gen Z

Brands need to understand the Gen Z demographic, and target them through short form content and video, meaning that they need to be tapping into TikTok, and influencer marketing, and understanding how they engage. Taking time to learn this now will put your brand ahead of the curve come 2024.’
Hayley Knight, co-founder and communications director for BE YELLOW

16) Keeping our Google Overlords happy

‘Not only are trust signals such as customer reviews and testimonials, client lists, and industry accreditations important for today’s more cautious customers, but they’re also incredibly important to Google. Google is consistently trying to determine how trustworthy a brand’s website is in the same way that potential customers are in order to rank its search position. Third-party endorsement is going to be a requisite for brands in 2024.’
Sarah Woodhouse, director at AMBITIOUS PR

‘As the industry evolves, there’s a growing emphasis on what we call “search real estate”. Brands are investing in SEO and PR expertise to construct a digital presence that cultivates trust, thereby enhancing brand value and measurable conversation metrics.’
Lexi Mills, CEO of Shift6 Studios

17) Podcasting

‘If PR and communications professionals haven’t recognised the impact and reach of podcasts yet, they need to do this in 2024.’
Stephanie Mullins-Wiles, director of Bluesky Education

‘Multimedia content will also continue to grow over the next year, serving as an opportunity for agencies. According to Demand Sage, in 2023 there will be 464.7 million podcast listeners globally. This number is predicted to reach 504.9 million by 2024. Podcasts are no longer simply audio recordings, but video too, to provide visuals for listeners who are keen to consume content cinematically. According to Sprout Social, YouTube Shorts get 30 billion views daily from users around the globe; it is a platform not to be overlooked.’
Rachel Gilley, chief client officer at Clarity

18) Making use of insight tools

‘2024 has the opportunity to be the year where the PR industry really gets serious about listening to audiences as well as talking to them. The continued blurring of the lines between PR, digital, and social, and the myriad of tools both free and paid that we have at our disposal, mean the availability of insights to strengthen our work has never been greater.’
Ewan MacGill, associate director, consumer, at Frame

19) Optimism

‘Overwhelmingly, our research and audience profiling are showing that people want brands to spark joy, and make them smile. In the midst of multiple crises and distressing news cycles, people are looking to brands for a bit of escapism and lightness.

This needs to feel natural an authentic, as our audiences are more sensitive than ever to performative tactics. With this in mind, there will be an opportunity for brands that naturally fall in the spaces of humour, escapism and joy to truly amp up the fun, and shine bright in 2024.’
Dana Hanna, senior creative strategist for Ready10

Winter activities, Christmas decorations, and AI experts: What journalists need from PRs in December

Winter activities, Christmas decorations and AI experts: What journalists need from PRs in December

While many industries may be starting to wind down as the year comes to an end, the media industry is still as busy as ever. From more developments in AI, to COP28, to the mad rush to get presents on Black Friday, there have been plenty of big stories to keep journalists busy in November.

Hundreds of journalists have been using the ResponseSource Journalist Enquiry Service to source those stories. Below, we look at what keywords were trending last month and what the media will be looking to cover for the rest of December and into the new year.

A Festive Frenzy

The festive season is fast approaching now and for the third month in a row ‘Christmas’ was our top keyword, making up 20% of the total requests sent in November. This is 2% higher than in October and a 3% increase on this time last year.

Around 6% of those enquiries have been looking for gift ideas and products to review. This has varied from ‘beauty and wellbeing gift sets’ to a ‘travel-themed Christmas gift guide’ to ‘Christmas foodie gifts’. This shows there is plenty of scope to get a variety of products featured, mainly within consumer media titles.

‘Decorations’ has also cropped up as a keyword in just over 1% of all the total requests. Journalists at the i paper, Metro, PA Media and Expert Reviews have all sent enquiries containing the keyword over the last month.

A Winter Wonderland

While Christmas might be the dominant keyword on the service right now, seasonal related requests have also proved popular. The word ‘Winter’ was present in just under 4% of all enquiries, a 1% increase from last month.

The requests have covered many different sections of the media. There have been several home & garden related enquiries including ‘winter duvets’, ‘best way to clean radiators in winter’, ‘how often to mow your lawn in winter’ and ‘how to protect plants in winter from frost’. The winter requests have also covered beauty such as ‘winter skincare’, leisure with ‘winter days out’ and money issues regarding ‘people struggling financially in winter’.

This opens up numerous avenues to get information and experts featured in the media. Plus they have been sent from journalists at national newspapers such as the Independent, Evening Standard, and the Sun, as well as consumer titles like woman & home, Stylist.co.uk, and Cosmopolitan.

Interest in AI remains high

AI, or Artificial Intelligence, has been a near constant keyword on the Journalist Enquiry Service throughout 2023. Last month was no different as just over 3% of all requests contained the word ‘AI’. This was a 1% increase on last month.

The enquiries around AI do tend to focus on getting expert opinion and comment – if you have anyone in this space then there are plenty of opportunities. The areas vary from medical to HR to insurance to energy. It has also meant a 7% rise for the Computing & Telecoms category, on the back of a 34% increase from September to October

Love is on the horizon

While the majority of the keywords for November are focused on topical issues or seasonal ideas, feature writers are already looking ahead at content for 2024. That has included some journalists looking for Valentine’s Day related content. The keyword ‘Valentines’ cropped up in just under 1% of all requests.

This included enquiries for gift ideas and experiences, and these types of requests will only increase throughout December and into January. There were also several enquiries from journalists around Veganuary. They were looking for information and products that would be suited to the annual month-long challenge.

Journalists using the service

In November, 51% of journalists using the Enquiry Service were staff at their publications. Freelance journalists were the next biggest users with 28%. Consumer media account for the largest media type with 36% and national newspaper/current affairs are second on 25%. Trade/business/professional media is in third on 19%. 

The majority of journalists, 35%, were looking for a spokesperson or expert last month. This was followed by review products on 23% and information for an article on 22%. Personal case studies was the fourth most popular choice on 11%. Seven of the top ten outlets sending requests in November were national press, with the other three being from consumer media.

Opportunities for PRs in December and the new year

The final flurry of Christmas requests will trickle in through December. This means there is still a chance to get gifts, advent calendars, and more featured in the media. Plus, more seasonal related requests around Winter opens the opportunity to provide healthcare information, days out to recommend, or experts on saving money on heating during these colder months.

Journalists otherwise will be looking ahead to 2024. Valentines has already started appearing as a keyword and will no doubt increase in popularity this month. Common new year topics like getting fit should mean growth in the Health, Sport, and Food and Drink categories, especially with challenges like Veganuary and Dry January. We also expect feature writers to be looking for trends in categories like Fashion and Travel.

Want to know how to make the most of the ResponseSource Journalist Enquiry Service?  Read these tips on how to respond to journalist enquiries

PR for good: How to empower communities with advocacy campaigns

PR for good: How to empower communities with advocacy campaigns

Feeling unsure of your purpose in PR? Comms can be a force for good – it can amplify voices (too often) unheard by decision makers, changing mindsets, and sparking progress in society.

If you have PR skills, you already have everything you need in your toolbox to make change, too.

This was the topic of our latest Vuelio webinar ‘Empowering communities through advocacy campaigns’, where we were joined by the Royal National Institute of Blind People (RNIB) and the Commission for Victims and Survivors for Northern Ireland (CVSNI). Both organisations have had measurable success with ensuring their communities are heard and with pushing progress forward – here’s how they did it…

‘From the outset, our purpose and objectives were clear’: Royal National Institute of Blind People’s battle against railway ticket office closures

The challenge: Keeping offices open
On 5 July, a proposal was published to close almost all ticket offices across England and Glasgow Central. Despite the potentially huge consequences of this, a consultation was opened for just 21 days. For the RNIB, this meant quick action would be needed:

‘Our messaging was very clear,’ said RNIB’s local campaigns manager Lindsay Coyle. Aims were set – push for an extension to the consultation period, and keep the ticket offices open.

Actions: Get the word out
RNIB has regional teams across the country, and everybody needed to be on board with plans to spark engagement with the cause. Consultation response templates were shared, emails were sent out to subscribers encouraging contact with MPs, and news items were placed detailing how to submit responses.

As the consultation period was extended to 1 September, the RNIB team kept pushing, asking supporters to continue to write to their MPs and local newspapers expressing their concerns. In October, the transport secretary asked operators to withdraw their proposals – ticket offices would not be closed, and RNIB had achieved both of their objectives.

Results: Mainstream media cut through
As shared by Gorki Duhra from the PR team, RNIB secured 1,121 pieces of media coverage across broadcast print and online for this campaign. National media outlets including BBC, ITV, Sky, The Telegraph, The Independent, and local outlets across the devolved nations picked up the story, as volunteer campaigners, regional campaign officers, policy officers and spokespeople gave interviews.

RNIB media coverage

The RNIB team secured a huge key message penetration rate of 98% across its media coverage, with 94% directly mentioning the charity’s research.

‘On the first day, we reached about 906 media outlets, which was a record for the charity for a one-day event,’ said Gorki. ‘Our messaging resonated with so many different people across society. We were on target straight away in getting the message out. And that was just by being prepared.’

Want to get positive results for your next campaign? Get everybody on board
‘We coordinated our team internally, engaging our wider staff group, and setting up an internal teams channel,’ shared Lindsay.

For external stakeholder engagement, personal stories and case studies are vital. RNIB invited the public to create their own stories using #INeedATicketOffice:

‘We got videos of blind and partially-sighted people and our volunteer campaigners filming at local train stations to show how difficult it was to purchase a ticket, use the vending machines,’ explained Lindsay.

‘When politicians talked about the issue in Parliament, they spoke about the experiences of blind and partially sighted constituents and shared those stories directly. Labour actually used some of our statistics in their comms, as well.

‘Sharing personal stories across social media is really powerful, as is the ability to act quickly – being able to mobilise people to take action.’

Gorki shared the importance of being reactive to get cut-through:

‘As a charity, we knew about this a week before the announcement, which was snuck out on some Tuesday afternoon, at about 4.45pm, as these things tend to be. We had a few statements signed off and ready, and our distribution list of journalists – six minutes after it was announced, I had our statement out in the press.

‘PR isn’t just a press release, it’s using social media contingent, audio content, other messages – it’s sharing what people are really saying.’

‘What precedent does this set for the rest of the world?’: Commission for Victims and Survivors for Northern Ireland’s fight to support those impacted by the lasting legacy of The Troubles

The challenge: Centring people in Governmental procedure

Background to the Legacy Bill

Head of communications and PR Alana Fisher’s ten-person team at CVSNI had a huge challenge ahead of them for this particular campaign – advocating for victims and survivors of The Troubles in the wake of the proposals within the Northern Ireland Troubles (Legacy and Reconciliation) Bill. The Bill was laid by the UK Parliament in May 2022 and widely condemned across Northern Ireland’s political spectrum – key contentions included provisions for immunity from prosecution for Troubles-related offences, and shutting down civil cases such as inquests.

Ultimately, the team knew stopping the Bill’s passage through Parliament would likely be an insurmountable task, and in September 2023, the Bill was passed into law. CVSNI’s energy and resources during its passage were focused on amendments; trying to keep victims and survivors front and centre:

‘There is such a vested interest in this Bill because of what it means for other conflict zones and the rest of the world who would look to the UK as a leader in upholding human rights,’ said Alana.

Actions: Educating on Northern Ireland’s history and influencing decision makers in Parliament

Education on the ongoing impact of Northern Ireland’s past would be a vital part of the CVSNI’s campaign – especially for stakeholders missing knowledge of the issue. Stakeholders to reach alongside victims and survivors were the media, NGOs and academics, international groups including the United Nations, the ECHR, and the US. Key stakeholders with the power to implement change were in UK Parliament:

‘We wrote to parliamentarians likely to have vested interest in this issue and developed very specific requests to be considered as amends to the Bill,’ explained Alana.

‘We were able to have a breakfast meeting with House of Lords Peers, bringing them together with victims and sharing what the Bill would mean for them, their families, and wider society. We got them early around a table, and highlighted those personal stories.

‘Most of the victim sector in Northern Ireland took an approach of no engagement with the Northern Ireland Office (NIO), which is Westminster’s branch looking after NI. The Commission came from a different point of view – we are a statutory organisation, and we have to advocate for all victims. We were vocal in our opposition to the Bill in the media, but alongside this, we adopted a pragmatic approach of leaning, in determining the power and influence we could have in the final shape of the Bill.’

‘The media and our own comms channels were an important way to highlight our messages – traditional media as well as self-generated. We produced podcast episodes on this issue, animation videos – different ways that we could raise the profile and how it was not an appropriate approach to deal with Northern Ireland’s past.’

Results: Growing understanding of impact
‘We really got to grow knowledge and understanding of the continuing impact of the Troubles in Northern Ireland, not just on victims and survivors, but through the generations,’ said Alana. ‘That isn’t always there in mainland UK, particularly with generational change.

‘Many members within the House of Lords went on record to say that this is the wrong approach, and at one stage during its passage, the Lords voted to remove the clause around immunity from prosecutions (it was, however, reinstated by the House of Commons).

‘We were able to get our message onto media channels in mainland UK as well as in Northern Ireland and international journalists, like those at the New York Times who were now keeping eye on this.’

Ultimately, the objective was to centre the voices of those who would be impacted the most, and CVSNI placed them in a position to be heard.

For success in your own cause-led campaigns, remember the people at the centre of your issue

‘When you put human beings in front of other human beings, it’s a different level of understanding that comes about,’ advises Alana.

‘We can put together as many communication tools and press releases as we want, but the power of personal stories was pivotal to us in highlighting what this Bill will do, both for the victims and survivors and their families, but also for the wider reconciliation aspect in Northern Ireland.’

Whatever you’re communicating, getting the word out to those who need to hear it is key. Know what you want to achieve, make sure your team is onboard and prepared, find your stakeholders, and get connecting – it really can make a difference.

Watch the full webinar here, and check out these four brands making a big impact with their cause-led comms.

Autumn Statement Breakfast Briefing

Vuelio x Trade Association Forum: Highlights from the 2023 Autumn Statement

The morning following the Government’s Autumn Statement on 22 November, Vuelio and the Trade Association Forum came together to hold a breakfast briefing for a crowd of communications and public affairs professionals.

Autumn Statement Breakfast Briefing

The discussion was driven by a panel of experts eager to discuss the most pressing issues and their predictions following the announcement.

– Emily Wallace, CEO, Trade Association Forum
– Jeremy Gray, Head of Policy, Federation of Master Builders
– Craig Beaumont, Chief of External Affairs, Federation of Small Businesses
– Thomas Pope, Deputy Chief Economist, Institute for Government
– Jennifer Prescott, Political Services Team Lead, Vuelio

As British newspapers followed up on the statement, the most popular topics were tax cuts and public service spending, quality of education, inflation and fiscal drag, support for small businesses, and welfare among marginalised communities.

Springtime speculations for General Election

A prominent prediction – in both the media and public affairs sector – is that Jeremy Hunt’s tax-cutting motives are a ‘populist move’ ahead of a possible General Election next spring. When the crowd at Vuelio’s breakfast briefing were asked for a show of hands, a little over half predicted May, the rest said Autumn, while nobody thought January.

As reported by The Independent, Hunt insisted his tax cuts were orientated towards ‘long-term growth’ for the economy, and called it ‘silly’ to suggest this was a populist move tied to the timing of the next election.

In the two days following a piece from The Guardian quoting Hunt that the cuts were the ‘biggest in history’, 68 national newspapers and 103 regional news outlets shared the claim.

Threats to public services

As part of these cuts, an estimated £19bn cut in public service spending also raised concerns on the impact on NHS treatment and the relative labour force. Shortly after the Autumn Statement, The Independent quoted The Institute for Fiscal Studies in warning that Britain was on course for ‘drastic public-sector cuts’ that are ‘even more painful than the austerity of the 2010s’.

Hunt was quoted in 48% of tax-cut coverage in national British newspapers, stating ‘if you want to put more money into the NHS, you need a strong economy’.

Alongside healthcare, a member of Lambeth Council, who attended the briefing, raised concerns to the panel about the survival, quality, and maintenance of local governments. They also added that the issue could potentially be tackled by raising minimum wage for staff employed by councils.

Panelist Jeremy Gray, Head of Policy at The Federation of Master Builders, agreed with this statement and furthered that local authority funding has been restricted so heavily, cases of local authorities going bankrupt or not being able to provide basic services are on the rise.
Heather Stewart, The Guardian’s former political editor, voted it as one of the public sectors that will ‘suffer most’ to ‘pay for Tory tax-cuts’ – second to courts, prisons, and probation services.

Fiscal drag

The relative impact of fiscal drag – a concept whereby inflation of wages pushes people into higher tax brackets – is a rapidly growing concern. Economists have repeatedly argued across the press that the overall tax burden will remain at a record high, because of the continued freeze on tax thresholds.

A representative for a well-known homeless charity who attended the briefing, referenced the issue when arguing against Hunt’s decision to reduce national insurance by 2%. Their argument, that this reduction doesn’t hold up next to the ‘failure’ to address Brits under the poverty line, was widely supported by the panel, adding that Brits are not protected from falling deeper.

Vuelio’s Jennifer Prescott added to this conversation, stating that tax cuts were framed as a ‘positive spin’ in the statement, but the media has rapidly revealed studies suggesting why the opposite could be true. This is due to recent research, including IPPR’s release that only £3 of every £100 goes to worse-off families. Further, Sunak’s claims of ‘halving inflation’ have been widely criticised as ‘misleading’ and ‘boastful’.

Support for businesses

On a more positive note, business proposals were overall welcomed by the breakfast briefing crowd; particularly due to the focus on start-ups and smaller companies, i.e. business rates relief and full capital expensing.

Panellist Craig Beaumont added to this conversation that we should pay as much attention to the Liberal Democrats for this kind of support, pointing to their successes in South West England.

Unsupported education goals

Jennifer Prescott mentioned that Sunak’s 20 November speech, including his five key priorities for 2023, mentioned goals for a ‘world class education system’, yet any sort of plan for this was missing from the Autumn Statement.

Change in OBR attitudes

Panellist Thomas Pope, Deputy Chief Economist of Institute for Government, placed significant emphasis on how the Office for Budget Responsibility (OBR) has ‘downgraded’ its economic forecast, stating that it is ‘usually optimistic’. This observation was also covered by The Guardian, adding that inflation will likely exceed the 2% target until 2025.

Publishing updated forecasts from the OBR, the Chancellor said the Government was moving to ‘get the economy back on track’ after the pandemic and energy crisis. However, while the economy will avoid a recession this year – with a revision to forecasts for a drop of 0.2%, to growth of 0.6% – the OBR slashed its estimates for 2024 from growth of 1.8% to only 0.7%.

Disability Welfare

Alongside concerns for families under the poverty line, Hunt has been accused of ‘demonising’ disabled people in the press – a term used in 86 of the 483 national news headlines that emerged four days after the statement. This followed sweeping welfare changes that will ‘strip’ disability benefits for those who don’t appear to be actively looking for work. The regime will mean welfare recipients who do not get a job within 18 months will have to do mandatory work experience, while those who don’t look for work for a six-month period will have benefits stopped.

While the Chancellor said the goal is to save ‘wasted potential’ in the population, criticisms were high among the breakfast briefing crowd. Hunt also confirmed a rise in benefits and the state pension but said he would penalise those who took the taxpayer for granted with a crackdown on the long-term unemployed. The work capability assessment will be changed to assume that more of those with physical disabilities are able to work from home, while unemployed people who have been claiming universal credit for 18 months will lose work benefits unless they have a good reason.

Jennifer Prescott added that this was not reflective of a ‘compassionate conservatism’, a philosophy that the party has frequently identified with since election in 2010. Others added that the speech and statement lacked support for the working class and marginalised communities as a whole.

Polarising the conversation

Whether or not Hunt’s announcements are catered to an oncoming election, several members of the panel, including Emily Wallace, CEO at Trade Association Forum, expressed belief that there was an essence of ‘owning’ the past 13 years of power throughout Hunt’s speech and the Autumn Statement – for example, Hunt referencing the education system proposed under David Cameron’s power. Shadow Chancellor Rachel Reeves responded to this commentary by arguing that public services have been repeatedly neglected, and that it is now ‘too little too late’.

Reeves also received high volumes of national coverage for ‘attacking’ the Conservative party, particularly for ‘presiding over low growth and high taxes’. The Guardian quoted the Shadow Chancellor in her statement that working people are ‘worse off under the Conservatives’ with ‘growth down, mortgages up, prices up, taxes up, debt up’.

When asked about presumptions for the near future, Jennifer Prescott added that Labour are in a strong position to use the fact that the Conservatives have been in power for 13 years and therefore have a record to defend.

Vuelio Political Monitoring can help you track the impact of political activity on your campaigns. Want to know more about how our services can support your PR and communications? Get in touch.

GivingTuesday interview

How brands can give back, with Kathleen Murphy Toms, director, digital strategy for GivingTuesday

‘In a world where consumers are demanding that brands show up in the world in a generous way, GivingTuesday is a perfect moment for companies to highlight their social impact,’ believes director, digital strategy Kathleen Murphy Toms.

Originally started in 2012, global giving movement GivingTuesday dares people to ‘reimagine a world built upon shared humanity and radical generosity’.

Want to take part as an individual, or a company, this year? We spoke to Kathleen about the benefits of giving, building an international movement, and how to get hold of the GivingTuesday toolkit now available for organisations and brands ready to pitch in on 28 November.

Kathleen Murphy Toms

How did you originally get involved with GivingTuesday?

The year GivingTuesday launched, I’d been working at our statewide association of nonprofits and grantmakers and I thought that it’d be such a great opportunity for both nonprofits and supporters of social good to have a day to celebrate generosity. So, I jumped on immediately. We taught our nonprofit members how to fundraise online (it was still a relatively new concept back in 2012) and we spun up events across the state designed to increase volunteerism and participation in social good. Eventually I joined the GivingTuesday team around 2019 to lead digital strategy and communications.

What are your favourite things about working on GivingTuesday?

My favorite thing is that it exists to build the world we all imagine to be possible. If we can start to shift behavior to be more inclined toward radical generosity (the notion that someone else’s suffering should be as intolerable to me as my own suffering), I believe that’s our path forward. We need to learn how to centre our lives in community care, in being more neighbourly with each other, in generally being willing to help each other. GivingTuesday is a great ‘training ground’ – it helps people develop that generosity muscle.

What are the biggest challenges and opportunities with running a global campaign?

In organising a movement of this scale, you have to be able to let go a little bit – of everything, from the messaging to the brand. We actually call ourselves unbranded and it’s with purpose: GivingTuesday would never have reached nearly 100 nations if we’d insisted countries adhere to certain brand standards or a certain narrative. Instead, we insist our leaders create language, narrative, and marketing materials that are authentic and localised to the community they’re in.

Tell us about your toolkit for companies who want to get involved with GivingTuesday this year…

In a world where consumers are demanding more and more that brands show up in the world in a generous way, I think GivingTuesday is a perfect moment for companies to highlight their social impact. Companies and brands play a huge role in GivingTuesday, everything from matching their employees’ donations to hosting company-wide volunteer events. Some tech platforms will build GivingTuesday into their products or send out push notifications to remind app users that it’s GivingTuesday. You can find all kinds of ideas, case studies, and resources on our landing page.

What are some of the biggest successes over the last few years you’d like to share?

Everyone likes to hear about the big number, and yes, every day individuals rallied to give $3.1B in 24 hours to nonprofits in the U.S. in 2022. But honestly, the stories we take heart in are the ‘smaller stories’. The little kid who emptied his piggy bank so he could support an animal rescue on GivingTuesday. These are the stories that stick with me and give me energy. To think about who that kid is gonna grow up to be… The identity that he has as being part of the generosity movement, what choices is that kid gonna make? These, to me, are the biggest success stories.

What advice would you give to PR and comms teams who want to get involved in charity, not-for-profit causes, or pro bono work in future, but haven’t done it before?

I think first is to reframe our thinking that generosity has to be ‘big’ to be impactful, and secondly that generosity comes in all different forms. It’s not just about giving money – if we can get to a world where we’re all reliably giving our time, talents, skills, passions, energy, and network, too – that’s what’s really going to help us build the world we all want to live in together. So think about what cause really fires you up then think about what gifts you have to give and more from there. It’s going to take every single one of us.

What are your ultimate aims for this year’s GivingTuesday?

My dream would be to see the whole world talking about generosity. Let’s talk about giving in the news, on TV, on the radio, and across social media so that we can grow more of it.

For more on GivingTuesday, listen to Kathleen Murphy Toms on The Audiences Podcast here

The abcs of engaging Generation Z

The ABCs of building authentic connections with Gen Z

Gen Z: Ethically-led consumers, unmoved by traditional methods of influence, with super-short attention spans. Are these accurate summaries of the age-group or media-driven stereotypes?

In our latest Vuelio webinar, ‘How to build authentic connections with Gen Z’, our Insights content lead Hollie Jennifer Parry shared new research on the demographic to help you connect with the younger generation.

The findings presented in the webinar are a small excerpt from our new whitepaper: A guide to Gen Z engagement. Using our bespoke audience analysis tools, the Insights team compared how media and comms industry perceptions of Gen Z line up to reality; outlining the biggest misconceptions along the way.

Watch the full webinar here.

Here’s just a few of the key insights:

1. Gen Z personas are fluid and dynamic

As part of our research, we asked 55 PR & comms directors what they thought about the demographic, then asked the same of Gen Z themselves.

Our findings showed that Gen Z are perceived as social/environmental activists with low monetary drive, and probably more politically active than other generations. They’re seen as less loyal to particular brands, and much more likely to click on short-form and mobile-first content. TikTok and Instagram are seen as the most influential platforms, with AI personalisation, Web3, and AR/VR likely to be vital for getting their attention in the next few years.

2. Generative AI is a concern for everyone — beyond the comms industry

*research outlines what Gen Z think about themselves vs. the perceptions of non-gen Z PR & comms directors.

For the most part, Gen Z agreed that social-environmental issues drive their values. However, a common consensus across the demographic is that there should be less of a focus on fixed personas and more consideration of how dynamic life is through early adulthood.

In other words, they’re aware that who they are now can change at any given moment and will continue to do so; so leaning into that experience could prove more fruitful for brands than trying to tie down a fixed set of behaviors or personality traits. This perspective has been widely discussed by Gen Z journalists, too – calling it a ‘great irony’ that the industry continues to use labels to capture a generation ‘defined by fluidity’.

While some may think it’s becoming a worn-out topic, sustainability continues to be the highest-reaching media discussion across general news and comms publications. Surprisingly, concerns around generative AI and the state of the Gen Z labour force were more often covered in general news publications.

However, topics like luxury retail and influencer culture were highly discussed across comms industry publications, with a particular focus on the ‘paradox’ of record-high fast fashion consumption in a sustainability-focused generation.

But how do Gen Z see themselves? Our findings showed that 90% of Gen Z would agree it’s ‘somewhat accurate’ that they lack patience and expect instant results, compared to 45% of other generations.
80% of Gen Z think influencers have a strong impact, compared to 50% of other generations.

While these observations are reflective of Gen Z as a general population, following this guidance alone could be damaging to your reputation. There are significant nuances to the demographic across industries – emphasising the need for thorough audience analysis specific to your brand.

3. Short-form doesn’t always take the lead

We explored the finance sector, known for a variety of Gen Z engagement styles, to demonstrate why wider perceptions of the demographic don’t always apply and the missed opportunities that can arise without sector-specific audience analysis.

While Tiktok is a primary platform for financial information, research from 295,000 Gen Z X profiles showed that infographics were circulated at a significantly higher degree than video content.

Another surprising discovery was that while otherwise highly valued, Gen Z were 8% less likely to follow influencers in the finance sector than other generations. Unlike some other influencer cultures, the leading names in the finance sector are qualified experts — such as Martin Lewis and Deborah Meaden. Given that 83% of Gen Z have encountered financial misinformation online, a push towards some of these reliable influencers could greatly assist the issue.

Check out the full whitepaper for further insights, including seven top tips on how to increase your Gen Z engagement going forward.

Audience analysis is one of six report types offered by the Vuelio Insights team. Learn more about how our group of experts can help you build long-lasting, authentic relationships with Gen Z and beyond.

The benefits of B Corp

The benefits of becoming a B Corp brand, with Little Red PR CEO Victoria Ruffy

Currently there are only around 25 B Corp certified agencies in the UK able to boast verified high levels of performance, accountability, and transparency on measurables from employee benefits, charitable giving, to supply chain practices.

Want to join them?

CEO Victoria Ruffy’s agency Little Red PR has achieved the status and can help – here she shares the benefits of becoming a B Corp business, the difference it makes to clients as well as company culture.

‘You can’t just swap your typical PR sample packaging for recycled brown paper and say you’re B Corp, warns Victoria. ‘There’s so much more to it than that.’

Explain a bit about what B-Corp status is and what it means to you?

Victoria Ruffy, CEO of Little Red PRB Corp, for business, is what Fair Trade is to coffee. It means we are part of a group of change-makers committed to doing better and supporting a range of environmental and social issues. It goes beyond the idea of being ‘green’ or ‘eco’ and is about being transparent in your business – doing things the right way. Most importantly, this process has been independently verified by a dedicated team of analysts, so it’s not just something we have claimed ourselves, rather, something we have genuinely earnt off our own merit.

What led you to start the journey to becoming a B Corp?

I noticed a lot of brands I respect and admire – Coat Paints, Aesop, Patagonia and House of Hackney, to name a few – had B Corp status, so I started digging. As a service-based company, I thought it may not be an opportunity for us – we don’t have a manufacturing process or shipping procedure where we can make an immediate,obvious impact. However, once I started researching B Corp I saw it was absolutely something we could get involved in.

What does achieving the status involve?

It was a lengthy process – for us it took about two years – however I believe there was some post-Covid backlog. It’s a comprehensive and rigorous process – but that’s a good thing. It means brands can’t simply greenwash to achieve this status – you must perform an internal audit and provide evidence for everything you do across different aspects of the B Corp certification, from the team and customers to the local community and environment. I worked very closely with our head of operations throughout the process, who took what I wanted to achieve and helped bring the vision to life!

Do you think it will make a difference to clients and the people who work with you as an organisation in future?

It’s been a hugely galvanising project for our team and something for us to all get behind. As a company, we host quarterly ‘Engagement Multiplier’ surveys – an anonymous survey that is distributed amongst our team to ask for feedback on the company. We’ve seen from this the support the team has for the project and it helped us achieve our highest ever score for the company, suggesting people are really engaged with B Corp and what we’re trying to do. Our clients have been super supportive and very responsive, and it’s even encouraged some to apply themselves, which is brilliant.

Would you advise other agencies and brands to go B Corp?

100% – there are only about 25 agencies in the UK that have this status – equivalent to just 0.4% of the PR industry! However, you need to practise what you preach to ensure it doesn’t dilute the work and efforts of others genuinely trying to make a difference – you can’t just swap your typical PR sample packaging for recycled brown paper and say you’re B Corp. There’s so much more to it than that.

Why is ethical business practice so much more important than ever before?

To be frank, PR often has a negative and unfair reputation. We need to change this perception and for Little Red Rooster I wanted to stay true to our agency values. I always had a vision of running a company with a strong team, awesome clients and impressive results but also that did things the right way. We do things a little differently to other agencies by offering guaranteed results as just one of our promises to clients; we pre-agree a KPI with clients and offer a money-back guarantee if we don’t hit this (although, we’ve never had to refund a client – ever!) Many brands come to us having been burnt by PR in the past and it’s my mission to change their experience.

Will the values of being a B Corp feed through to the internal structures and team?

We’ve appointed an in-house B Corp Champion, who works with me monthly to review our current policies and practices and look at the next things we can do to improve. I don’t want to stand still – I’m always looking ahead to the next thing we can do within our B Corp journey. We then share this with the team within our monthly team meeting to ensure everybody feels involved in what we’re doing.

For our senior team, it’s given us a laser focus in terms of brands we want to work with; historically our response to new business has been fairly reactive as we’re fortunate to have great relationships with media and clients who often recommend us to brands needing support. It’s given us the confidence to be a little bolder and punchier to go out there to meet the brands we want to work with who share the same values as us.

Whatever level of the team you’re looking at, everybody is doing their bit to make a difference, from recycling the weekend and daily papers we read together as a team to our HR department reassessing our employee benefits to ensure we’re a great place to work. It’s brought us together.

Check out other companies making change in the world of comms in this round-up of social impact PR in action, featuring Pret, Persil, Hellmann’s and Cats Protection.

Social impact PR

Making a difference: 4 examples of social impact PR in action

Want to make a positive impact on the world with your PR? Before you start Googling local charities and pondering baked bean-filled bathtubs, get inspiration from brands making a real difference with show-stopping social impact campaigns.

Here are examples of public relations for the public good from brands including Pret, Persil, Hellmann’s, and Cats Protection…

1. The Pret Foundation offers enrichment

A mainstay of hungry office workers and commuters (many PRs among them), Pret prides itself on providing healthy options for people on the go. But it doesn’t stop there.

The Pret Foundation was launched to make a difference to people impacted by poverty, hunger, and homelessness. Food not snapped up in-store by the end of each day is donated, and the foundation also offers financial grants to grassroots charities, and training and employment within its own stores. Extra opportunities are also offered to those in need as part of the Rising Stars programme.

Alongside all this, the programme has gained Pret plenty of positive mentions in the press over the years, including write-ups of recent royal visits. Media coverage — not the main point of the programme, of course, but a bonus for the brand, no doubt.

2. Persil says Dirt Is Good

Persil has been cleaning up with its Dirt Is Good Project for over a decade now – aiming to make a ‘positive impact on young people’s wellbeing, their communities, and the planet’.

Children aged 7-to-14 can plan social impact tasks – finding out how soil is used around their school, discovering shared values with friends, and getting ready for Earth Day – as part of the Dirt Is Good Academy, logging their good work on the website, celebrating milestones, and the completion of their project.

The award-winning programme from Persil even contributes to the United Nations’ Sustainable Development Goals – scrubbing up well for the brand’s purpose, and the future of the planet.

3. Hellmann’s fights food waste (with some help from Nintendo and Channel 4)

Spreading mayonnaise (other condiments are also available) on leftovers you weren’t particularly excited to finish off is a tried and tested way to fight personal food waste. But Hellmann’s wanted to go further back in August 2020.

Joining the bandwagon of brands hopping onto Nintendo’s Animal Crossing: New Horizon at the time, Hellmann’s logged on to do good, not just game. Creating its own digital island, Hellmann’s asked players to donate their spoiled turnips (this makes sense if you play Animal Crossing; trust us) and contribute to the real-world donation of 25,000 meals to food charity Second Harvest.

Visitors to Hellmann’s Island could learn more about fighting food waste with tips posted to information boards within the game, and download branded merch. As a bonus, Stephen Fry shared his own recipe for a vegetarian nut roast toastie to inspire people to make the most of their leftovers as part of the campaign fun. GBBO’s Prue Leith also joined the effort as part of Hellmann’s team up with Channel 4 on its ‘Cook Clever, Waste Less’ programme. Lots of easy-to-swallow ideas – no extra condiments required.

4. Cat’s Protection celebrates black cats

Did you celebrate National Black Cat Day this year? Launched by Cats Protection back in 2011, the 27 October event aims to ‘help celebrate the majesty of monochrome moggies and beautiful black cats’.

It’s not just about showing love and appreciation for our furry friends, however – statistics in 2011 showed that both black and black-and-white-furred felines took seven days longer to find homes, compared to their other-coloured compatriots.

As well as providing an excuse to share lots of pics of quality cats, Cat’s Protection has made a real difference with this ongoing campaign. Black and black-and-white kitties now spend less time in care – ‘resulting in thousands of happy cats and owners’. Lots of warm and fuzzy feels for this one.

Want more ideas for making a difference with your PR? Check out how charities Tiny Tickers and The Wildlife Trusts got cut-through with their campaigns on shoestring budgets here.

Cause-led comms: How to find out which case studies perform best

Cause-led comms: How to find out which case studies perform best

Case studies are an effective way to demonstrate the immediate impact that your organisation is having on those most impacted by the cause. Whether it’s support that you have directly provided, or perhaps commentary on a relevant news story – case studies demonstrate action and thought leadership, boosting overall brand awareness and donor opportunities.

Here are six ways to find out which of yours are standing out from the crowd:

1. What does ‘best’ mean for you?

Everyone’s definition of success is different, depending on the campaign and overall objective. Before you start measuring any media coverage, it’s essential to understand what the ‘best’ looks like for both within your organisation and within your team..

For example, high volume doesn’t always mean positive results — in fact, focusing on quantitative figures alone can massively distort your real performance and hide significant achievements. The quality of coverage is key; what if you have 50% less coverage than your competitor, but theirs was 50% more negative? What if all of their coverage was passive mentions and yours included headline hits? You get the idea.

Quality of coverage is particularly important when it comes to case studies. Knowing whether you want to be the most-talked about, the most positively-mentioned, most prominent etc., is a vital first step to the measurement process.

2. Visibility over time

Impact over time

Looking over a chosen period i.e. six months, which case studies are generating the most coverage? Which stories peaked quickly and which had a slow burn over a longer timeframe? Again, none of these are good nor bad – each of them depend on your goals entirely.

3. Key message penetration

Let’s say the goal of your case study campaign is to promote the idea that your organisation – or perhaps a key spokesperson within it – is a go-to expert in the industry. Key message penetration is an effective way to measure the percentage of case study coverage that demonstrates this ‘expert’ reputation, and any other message you’re keen to establish.

An effective way to do this is to build-out a concise list of key messages that you’d like to be embedded in your case study coverage, then when the campaign is over, measure which ones have been most-mentioned by your target publications and beyond.

4. Which spokespeople gain the most traction?

Many not-for-profits have several reputations to promote, e.g.. PDSA – alongside its board members, the animal welfare charity has several regular veterinarians that are identified by name in advice columns.

If a goal of yours is to promote the awareness of specific faces within the organisation, then it would be valuable to assess which names are most-to-least mentioned in your case studies and why. Remember, volume isn’t everything — study how they’re mentioned too and ensure it aligns with your goals.

5. Is it on your target media list?

Are any of your case studies being heard by your target audiences? If so, where and how many? Which ones are most picked up by the press?

A simple way to learn this is by taking all of your case study coverage over a certain campaign or time period and filtering it out to only display what appears in target publications. This list will provide several layers of insight into which case studies are performing ‘best’ in the media outlets that are most-relevant to your campaign goals.

Vuelio Insights’ top tip: By doing the same thing for your competitors, it’s possible to find new publications that are interested in similar case studies to yours and as a result, uncover a whole host of untapped media opportunities.

6. Vuelio’s Impact Score

We get it – when time is scarce and the pressure is high, sometimes you just need a quick answer to move forward with your communications plan. The Vuelio Impact Score is a bespoke metric designed by our Insights team that offers you a simple, actionable, singular figure for your own combined goals.

For example, if you just want to know which case studies are getting the most volume and positive sentiment combined, the impact score tailors to this. Alternatively, you could be looking for case studies with the most positive CEO mentions – in comes the Vuelio Impact Score.

Ultimately, it’s one thing to read the tips, but it’s another to find the time and resources. The Vuelio Insights team does the work for you by creating expert-led, highly digestible media impact reports just for you, so you can see exactly how you’re performing and feel confident in your next steps.

Want to learn more? Get in touch here.

A guide to Gen Z engagement

 

In an era defined by rapid tech innovation and evolving consumer behaviours, understanding and effectively engaging with Gen Z has become a paramount challenge for PR & comms professionals.

Our latest white paper A guide to Gen Z engagement outlines the true spectrum of Gen Z personas – separating fact from fiction across the media landscape, debunking stereotypes and offering clear-cut insights into the nuances of the demographic.

Drawing insights from our recent industry survey and audience analysis, our report explores Gen Z’s motivations and values, the online platforms they frequent, as well as what PR & comms professionals can do to enhance their engagement.

Read the report to learn: 

  • How the media and comms industry line up in their perceptions of the demographic
  • Which media platforms and social media channels are most used by Gen Z
  • Who Gen Z really are and the spectrum of personas that challenge media narratives
  • What are the biggest influences and barriers to Gen Z decision-making

Download the report by filling in the form below 👇

How to build authentic connections with Gen Z

Vuelio webinar: How to build authentic connections with Gen Z

From ethics to activism — are Generation Z really who you think they are?

Our next webinar ‘How to build authentic connections with Gen Z‘ explores the diversity of personas within the Gen Z audience and how brands and organisations can successfully communicate with the younger generation.

Leading the discussion and breaking the stereotypes will be Vuelio’s insights content lead Hollie Parry who will talk us through audience analysis and the results of our recent industry survey on engaging with Gen Z.

Which industries are successfully engaging with this demographic? What do they care about? And, in what ways have we misunderstood their values?

Webinar: How to build authentic connections with Gen Z

Date: 24 October 2023
Time: 11:00 – 11:30 BST

Register to learn:

– Which media platforms and social media channels are most used by Gen Z
– What the most common misconceptions of the Gen Z audience are
– How having a tailored Gen Z strategy can help you access one of the most valuable audiences out there

Can’t join us live? Register here and we’ll send you the recording.

Want a primer on Gen Z before the webinar? Download our white paper ‘The PR guide to communicating with Gen Z’.

Industrial Action Media Analysis

From school closures and airport delays to doctors’ pay disputes, an estimated 2.4 million working days were lost in the last six months of 2022 due to strikeaction.

 

Outlining the changing media narrative and key inflection points, the Vuelio Insights team analysed all strike-related national media coverage between 1 May 2022 – 11 August 2023.

 

Take a look at our Industrial Action Media Analysis Report to learn which trends, organisations and voices were driving media conversations throughout the study period.

Read the report to learn: 

  • What were the media attitudes, key themes and sentiment towards specific strike types and unions
  • Which strike types, unions and industry speakers had the most prominent voice
  • How media attitudes are shifting on industrial action and key trends in the near future

 

Download the report by filling in the form below 👇

Gen Z journalists

When, how, and what to pitch when working with Gen Z journalists

The first rule of PR is knowing how to engage with journalists. Knowing when to pitch, how to get in contact and what a journalist is looking for can help to build the foundations of a relationship. But what do the new generation of journalists like – and not like – when it comes to working with PRs?

We spoke to Livingetc news editor Lilith Hudson, Telegraph global health security desk journalist Lilia Sebouai, and woman&home senior fashion & beauty writer Amelia Yeomans to find out about working in the media industry as a Gen Zer, contact preferences, and the importance of social media.

Industry perceptions

Everyone has thoughts or ideas on what the workplace will be like before they start on their career path. Lilia’s perception of journalism mainly came from film and TV and this wasn’t the reality she was greeted with: 

‘I didn’t expect that I would be in an office everyday, I kind of expected to be out on different jobs in new areas each day, but this changed with the rise of social media.’

The importance of technology within journalism was picked up on by Lilth and Amelia. Amelia ‘didn’t realise how much of the industry would rely on things like SEO and e-comm, and how highly valued skills in those areas are.’ 

Lilith backed this: ‘Within lifestyle journalism and interiors as a whole, there’s been a massive move towards digital’ and that journalists therefore ‘have to adapt to producing the content’ as a result.

Getting in contact

All three journalists agreed that email is the best way to get in contact with them. For Amelia, it’s useful having everything in one place so she can then search for something specific: 

I look back through my emails all the time to search for experts or products, so an email with a clear subject line stating what’s in the body of the email is always appreciated.’ 

A lot of Lilith’s work is with the US and therefore ‘when it comes to commentary, it’s usually email responses’ that are the most beneficial.

The stereotype is that Gen Z don’t like contact via phone, but neither Lilia or Lilith were against it. Lilia said that ‘for articles with a deadline, it’s often best to just have a quick call’ as her work at the Telegraph is closely tied in with the news cycle. Lilith hasn’t had a phone call from a PR but will call switchboards for big PR firms that she needs comment from as she’s ‘not afraid to pick up the phone.’ 

However, for Amelia, phone calls are a definite no. 

‘We’re so pushed for time that I really don’t have a free minute to answer the phone – much better to lay everything out in an email and I will always get in contact if it’s relevant to what I’m working on.’

Relationship building

Establishing a good working relationship with PRs is as important to the new generation of journalists as it is to the current one. Amelia said that she will ‘speak to PRs daily for things like product recommendations and expert quotes, so if there’s someone I know well and know I can rely on that makes everything so much simpler.’ 

Lilia also recognised the need for good communication with PRs. She said ‘building PR relationships can be good for securing interviews with high-profile interviewees/guaranteeing us exclusive access to stories. I prefer face-to-face meetings for long-term projects like this.’

Lilith’s work has changed now that she is working more for a US audience but still thinks it’s ‘really key to have a real rapport and real relationship’ with PRs. She gave the example of how recently a few sources had not come back to her with commentary so she reached out to a PR that she had an excellent relationship with. She asked if they could get anything over to her within 24 hours and the PR did it within 12. 

‘If it wasn’t for the fact that she knew my name, and she knew to look out for me in her inbox, I don’t think that would have happened.’ 

This underlines the importance of building and maintaining a strong relationship with journalists, and showing that you are a reliable and helpful source when it matters.

Social media preferences

Most journalists, whether Gen Z or not, are on a variety of social media platforms. But should PRs be contacting them there? Amelia isn’t really a fan:

‘I really don’t like PRs contacting me through them unless it’s someone I already have an established relationship with. Once I know someone and have met them multiple times it’s fine for them to drop me a message, but I’m not comfortable with being contacted by anyone I’m not friendly with as my social pages are personal and I want to keep my work separate.’

That separation between professional and personal social media is where the lines can be blurred. Lilith agreed that ‘it’s kind of a difficult line to toe in terms of whether it’s a professional or personal account.’ She also isn’t keen on PRs reaching out to her on socials unless she is using X (formerly known as Twitter) for a quick comment with #Journorequest. Lilia will also use X for work, as well as Reddit and TikTok. However, again there is crossover as she will use TikTok for pleasure too, alongside Instagram. Generally, it’s probably best to avoid contacting Gen Z journalists via socials.

Gen Z stereotypes and the future of work

Each generation comes with their own stereotypes and Lilia ran through the negative ones for her age group and the ‘Gen Z’ label: ‘Gen Z are obsessed with their phones and unoriginal and lazy’. 

But she actually likes the term ‘Gen Z’, and rather than believing any negative connotations, everyone at the Telegraph ‘expects me to be all over TikTok’. Amelia put a further positive spin on this saying that ‘most people associate Gen Z with being in touch with current trends, which is good as a journalist’.

Lilith agreed that ‘there’s an expectation that you will be more clued on socials’. She also pointed out there’s been a lot of talk around ‘quiet quitting’ being a Gen Z movement. However, Lilith feels that their generation ‘just have very different expectations around their work life – ‘we’re not prepared to give up our entire lives for our work.’ 

The future of work is in flux with the introduction of AI and concepts like the Metaverse. Gen Z are stereotypically pro technology and up to speed with new innovations. However, all three journalists were unsure of what impact it would have on journalism, with Amelia commenting that ‘so much is unknown at the moment’. 

Whatever the future does hold, it’s clear that Gen Z journalists are as keen as previous generations to work closely with PRs.

Want more on how to work with Gen Z? Download our Vuelio white paper ‘The PR Guide to communicating with Gen Z‘. 

To start getting enquiries and requests from journalists like this, straight to your inbox, check out the ResponseSource Journalist Enquiry Service

 

 

How journalists are writing about Gen Z

Work, life, and finances: How the media are covering Gen Z

The first real digital native generation, Gen Z, or those born between 1997 and 2012, is an age group in demand with industries from fashion to dating desperately trying to get its attention.

The media frequently covers the demographic, so we examined their approach and the opportunities for PRs that we’ve seen via the Journalist Enquiry Service.

Gen Z: A popular topic for the media

Gen Z as a keyword has fluctuated in popularity as a keyword over the last six months on the enquiry service. However, the number of requests containing ‘Gen Z’ has doubled from August to September.

These requests have tended to focus on the generation’s attitude towards work and the workplace. This included a request from a national press journalist who was looking for comment on the trend for so-called ‘lazy girl jobs’ – which is quite often associated with Gen Z. While a trade journalist wanted to know if Generation Z was having a hard time adapting to in-person workplaces.

Gen Z at work

This focus on Gen Z and work meant that a lot of the requests came from trade titles. In fact, 44% of requests around this keyword were from trade/business/professional media. Journalists at HR Grapevine, Business Leader, People Management and StartUps.co.uk have all been exploring this topic over the last few months. It has varied from looking for information, to wanting case studies and expert comment, so if you have any clients with expertise in this area then there should be more opportunities.

Money as a motivator

Closely associated with the topic of work is finance, and there have been several enquiries looking to explore this area. These have included looking for a figure/research on Gen Z’s discretionary spending each month and for information on whether money is the biggest motivator for them. All of these enquiries around work and finance meant that 52% of the requests containing the keyword ‘Gen Z’ were in the Business & Finance category, 45% were for the Education and Human Resources category, and 31% were in Personal Finance.

Life as a Gen Zer

However, it hasn’t just been work and finance that journalists have been looking into around Gen Z. The Women’s Interest category was the third most used category, on 38%. A national press journalist was looking for case studies of women choosing to freeze their eggs in their 20s, and another national press reporter was looking for a sex and relationship expert to comment on why Gen Z are having less sex.

Most interested in writing about the age group? National press

In fact, 33% of all enquiries around Gen Z as a keyword were from national newspaper/current affairs outlets. This included The Daily Telegraph, The Independent, PA Media, The Guardian and the Evening Standard. They varied from looking at the women’s interest/health angle, to work and finance, to exploring Gen Z’s relationship with technology as well as what their interests are. On the tech side, one journalist was looking for an academic for a piece on the relationship between AI technology and Gen Z workers. Another was looking to hear from publishers/literary agents/YA experts about why royal-themed romances are so popular with Gen Z.

This shows that while requests around Gen Z in work and their finances are the most popular, there is a great deal of variety of enquiries around this topic. The need for experts/spokespeople, as we see on a monthly basis on the Journalist Enquiry Service, is the most in demand, though. 48% of the enquiries for Gen Z as a keyword fit into this enquiry type and this definitely provides the best avenue going forward for securing coverage in the media.

Want to start receiving requests from UK journalists, broadcasters, and influencers direct to your inbox? Check out the ResponseSource Journalist Enquiry Service

Competitor analysis

Five easy mistakes to avoid in your competitor analysis

With more and more players in any given marketplace, it is essential to consider competitors in any media strategy. After all, it’s all well and good to show progress in your own efforts, but you might be missing a trick if you don’t contextualise this against players competing for a voice.

Diving blindly into your PR strategy will leave you lost in the proverbial trees. Putting a little thought into your competitor analysis provides a holistic perspective of the media awareness in your focus area, so you can better understand your benchmark and which moves to make next.

Here are five mistakes to avoid when designing your competitor analysis:

Tunnel Vision

You likely already know your immediate competitors, but there’s often dark horses that can sneak up on you without some level of monitoring. There may also be companies that exist within your market that you consider out of reach in one way or another — prematurely excluding these can stop you from meeting them on their turf.

Alternatively, there may be peer organisations that, while not directly competitors, share similar strategies and seek similar market exposure. Researching hidden, aspirational and indirect competitors can help you to see what works, adding confidence and inspiration to your own efforts.

Crowding the Field

When building an understanding of direct and indirect competitors, it can be tempting to try to capture every possible brand for monitoring and analysis. However, being too broad can result in obscured takeaways and the headache of sifting through endless content later. Refine your search by focusing on areas that need greater media awareness, such as a certain topic or company value.
If narrowing the field is proving difficult, you might consider creating multiple baskets of competitors, based on distinct products, strategies or areas of expertise, analysing them separately according to priority.

Lack of Purpose

Even with an ideal competitor analysis, things can easily get off track if there is not a clear goal or direction in mind. Using a set methodology or set of S.M.A.R.T. KPIs can help you see where you need to place your focus and why. This will greatly improve the value and efficiency of your competitor analysis, while exposing where to invest your limited resources wisely.

Tip: consider your organisation’s wider objectives when formulating your goals. Aligning with a particular outcome another team is seeking can also prove fruitful. For example, it could be beneficial to run a competitor analysis on target audiences for your sales team’s growth strategy. These purpose-driven considerations allow you to directly link the value of your work to organisational goals.

Lack of Consistency

While a one-time overview of the competitive landscape can be useful at a given point in time, fortunes can change quickly. Regularly keeping track of the changing tides ensures you are prepared for any challenge or opportunity that may come your way, as you are more effectively able to continue learning from – or reacting to – the wins and losses of your peers.

The Vuelio Insights Team recommends you perform a refresh of your competitor analysis no less than once a quarter to fully keep tabs on current happenings.

5. Ease over Value

Amidst your many competing priorities, taking the simple route for competitor analysis may seem attractive. However, the most valuable takeaways are often those that require zooming in on specific goals, widening the scope of possibility for competitors and measuring the true value of this coverage.

For example, quickly quantifying volume, reach, and Share of Voice is often a first stop on a competitor measurement journey. While these can be valuable touch points, it’s often a misconception of the true story. Despite the well-known saying, bad PR is, often, just bad PR.

Taking the extra time to measure the quality of coverage – rather than just the quantity of coverage – is essential to understand if a competitor is actually lagging behind you, or if they are quietly outcompeting you by maintaining a better quality coverage profile.

Tip: sentiment is a go-to metric when measuring coverage quality, but this is just the tip of the iceberg. Consider comparing your organisation across a variety of other qualitative measures, such as prominence, key message penetration, press release coverage, quotes, etc. Quality measurement might also include looking at Share of Voice analyses on some of those qualities above (e.g. positive or negative share of voice), or within a defined list of target media.

Considering just a few of these small changes can help you to capitalise on new opportunities illuminated by new competitors, while avoiding their mistakes. This is a launching pad for achieving your S.M.A.R.T. KPIs and knowing how to confidently scale your successes moving forward.

Don’t have the time or headspace?

It’s one thing to read the tips, but it’s another to find the time and resources. The Vuelio Insights team does the work for you by creating expert-led, highly digestible media strategy reports just for you, so you can see exactly how you’re performing against competitors without the sense of analysis paralysis along the way.

Stand out from the crowd: A guide to personality-packed PR

A successful comms strategy means creating messaging that resonates, building reliability and even likeability with key stakeholders — all major areas of PR that define how the public perceives your business.

But how do you ensure you are communicating with a consistent voice across all your campaign and comms activities?

Our latest white paper, ‘Stand out from the crowd: A guide to personality-packed PR’ examines what it takes to build a memorable brand personality.

With expert tips from PR and comms professionals, our report guides you through the steps to develop a brand personality for your business, from identifying your core traits and finding your voice to assembling your assets and boosting your reputation in the media.

 

Read the report to learn:

  • How to ensure your in-house team or agency is communicating in one voice
  • How to establish a brand personality that is right for your organisation
  • Which companies are nailing their tone-of-voice or falling a little flat

 

Download the report by filling in the form below.

Brand personality in practice - assembling your assets

Brand personality in practice: Assembling your assets

Brand personality portrays the traits and emotions your customers associate with your business. A whole team, multiple departments, even a number of brands under one company umbrella can share a brand personality. That’s a lot of people communicating across a myriad of avenues. That comes with plenty of opportunities to go wrong.

A team tooled-up with what they need to communicate in one voice will be able to adapt depending on situation, audience, platform and the wider industry context at play.

They need a toolbox to work from, and this includes assets – a bank of logos, social cards, templates and guidelines to use. Here’s how to get these assembled to communicate and reinforce your brand personality:

A single source of truth

Brand guidelines that are clear and easily accessible to all who will be communicating on behalf of, or as, the brand are essential. No hasty guess work or last minute creativity will be needed in times of calm, or crisis if everything is already laid out:

‘Guidelines and messaging frameworks can take time to create, but they’re an essential part of aligning messaging across all departments,’ says DivideBuy’s senior content and PR manager Heather Wilkinson.

‘Collaborate together to agree on tone of voice, words to use and avoid, and official spelling and grammar guidance. Having a single source of truth document is great practice and allows everyone to move forward with confidence.’

‘To avoid PR and comms teams sounding like a bunch of tone-deaf amateurs, here’s the secret: create guidelines, and stick to ’em,’ adds Jade Arnell, founder of Rebellion Marketing.

‘Establish a clear tone-of-voice that mirrors your brand’s personality. Are you a sassy rebel or a refined intellectual?’

What should brand guidelines look like?

‘A brand style guide or a company communications handbook,’ says Rosser Jones, head of PR at Unlimit.

‘This guide should be used to restructure or redraft the company’s entire communications, internal and external, and it needs to be followed by everyone from the CEO to middle managers and the business development team.’

For external comms, make sure the guide is easy to work from by making it as concise as possible, says Tank’s head of PR Martyn Gettings. Include fonts, brand colours, which logos to use where:

‘Having external PR messages clarified on a single page for each client is a great way to ensure consistency across all comms. These messages are created with the core brand identity in mind, so you can be confident that they are a solid basis for the vast majority of communications. This will help the brand personality filter down through the whole team and ensure it remains authentic.’

Double-check: Is everyone onboard?

No brand personality is going to work with its intended audience if it smacks of inauthenticity – a cause of this could be team members with a reluctance to use assets they didn’t sign off on. Those at the c-suite level being hesitant to embrace and reinforce new guidelines also won’t help:

‘When launching a new brand personality, or updating an existing one, it can also be helpful to have a robust internal approval process with brand champions available to ensure nothing goes out the door which isn’t aligned with the brand guidelines,’ says Laura Price, partner at Pagefield.

‘While this can seem painful at the time, consistency and dedication to showing up with a unified brand personality is the only way to truly embed it within the audience’s perceptions.’

All aboard (E.g. agencies)

Ensuring an in-house team is all communicating in one voice is challenging enough. But what if you’re bringing in an external agency to communicate for your brand?

‘When an agency is brought on to support a brand’s PR and communications activity, it’s vital to introduce processes that support consistent and aligned messaging,’ says Jess Farmery, PR lead at SomX.

‘This can be achieved incredibly effectively with the right support mechanisms in place. During the agency’s onboarding, dedicate time to explaining and exploring your brand guidelines, tone of voice, any ‘dos and don’ts’, and contextualised examples.

‘Following this, ensure that everyone is provided with easy-to-access reference documents, templates, and further examples of how your brand guideless translate into communication content across several different channels.’

Bringing everyone on the journey (E.g. clients)
What about the other way around – when you’re an agency who has put a personality together for a client? Here’s advice from Mia Hodgekinson at Sway PR:

‘Communication is at the heart of all marketing and comms strategies, so we find that regular meetings and being kept up to speed on what they have coming up in their content calendar aligns or informs any PR activity we undertake.

‘It’s really important to visualise yourself as another cog in a big wheel. We all have our roles to play and, while those roles are different, they all need to work together to achieve the end goal – driving awareness of a brand or company.’

Repeat until you’re all singing from the same hymn sheet

Brand guidelines and the use of associated assets need time to be embedded into the muscle memory of your comms team, as well as in the culture of the company at large. This can only come with time, practice, and repetition, believes Laura at Pagefield.

‘Companies need to allocate resource to focus on this, investing time in brand and messaging training to make sure everyone is singing from the same hymn sheet and is clear on the dos and don’ts of the brand voice.’

This doesn’t mean army-like drills every morning (unless that works with your company’s culture…). More practically, infographics can be pinned up around the office and quick reference guidelines printed out for desks at home. Absolutely vital, whenever people are working from – a shared online resource to dip into, whenever needed.

Refresher sessions

Those truly ‘living’ the brand personality in the day-to-day – social media managers replying to public enquiries, newsletter writers, campaign creators – will still need regular reminders of specifics as time goes on:

‘It’s important to have regular brand/messaging ‘refresher’ sessions. Encourage members of the team to demonstrate and share with their colleagues how they’ve applied that tone of voice across a variety of different formats,’ adds Laura.

‘Many brands also stop after training staff members on the brand guidelines,’ says FizzBox’s head of marketing Tom Bourlet.

‘The next step should be regular quality checks. This isn’t about micromanaging, but simply ensuring everyone is communicating in the pertinent manner.’

Evolve and adapt

As times change, brand identity and assets will need to evolve:

‘Remember to keep team members and agency partners abreast of any evolutions to your brand and communication guidelines,’ says Jess at SomX.
‘The easiest way to do this is to schedule regular comms team all-hands sessions to share relevant updates. Listen to what your agency partners have to say regarding TOV, too – they are actioning the guidelines day in day out, which gives them a unique perspective on how the brand is cutting through and resonating with the media and with stakeholders.’

Review, review, review

Onboarding, training, and refresher sessions can only do so much – everyone makes mistakes. Just as there’s safety in numbers, getting as many eyes as possible on content before it goes out can avert any dangers (be that typos, or something much worse).

‘Before any content is published, it ought to go through a centralised review process to ensure consistency and alignment,’ says Jess. ‘Any edits should be collated and fed back to the relevant person(s).’

Have a ‘The Buck Stops Here’ person, or people, that have ultimate sign-off, or are available for advice and support to ensure words and imagery stay consistent throughout:

‘’Brand bibles are usually developed and maintained by brand guardians, which is a politer name than brand police,’ says Susannah Morgan, deputy MD at Energy PR.

‘When a brand is fairly new, or the guidelines are really crucial to business success, then you have to be strict. It is very risky to leave any elements of brand application open to interpretation.

‘Brands are built with consistency over time. Inconsistency is very damaging – it confuses the audience and prevents them knowing what to expect, so a clear brand is never formed. PR teams need to know what not to do, as well as what to do. What would a brand never do, look, or say, is often easier to remember than how to get it right.’

Don’t forget: Measurement is also an asset…

Yes, really:

‘Including key brand messages in reporting processes as a KPI helps to ensure consistency in the long-term,’ says Tank’s head of PR Martyn Gettings.

‘Reporting on the cut-through of brand messages on a monthly, quarterly, and annual basis makes it easy to see which elements of your brand’s personality resonate most with your key audiences. There is little point investing in a brand voice and personality unless its performance and impact are measured.’

Sign up for our the white paper ‘Stand out from the crowd: A guide to personality-packed PR’ here for more on this topic.

Trends in UK journalism: What are journalists writing about in August?

Summer trends in UK journalism: Holidays, Christmas, and Barbie

The school holidays only began a couple of weeks ago but journalists have already been spending July sending out requests on the Journalist Enquiry Service for back-to-school products and information.

Festivals, gardening, Barbie and even Christmas have been some of the other keywords cropping up in the last month. Read on to see what else has been trending and where you might be able to get featured in the media in the coming weeks.

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

Features and content often have to be finished months in advance and writers have therefore been gathering information on the return to school in September already. That’s meant an 8% rise for the Education & Human Resources category from last month. ‘School’ appeared in just under 3% of all the requests on the Journalist Enquiry Service in July with just over 1% of those being about ‘Back to school’.

Journalists from PA Media, The Times, MailOnline, Pick Me Up! and Bella all submitted enquiries with this keyword last month. This is likely to remain a trend throughout August so it still means there are opportunities to get products and information featured.

‘Summer’ remains the hot topic on the Journalist Enquiry Service with just under 5% of all requests in July containing the keyword. There were a variety of enquiries too with journalists looking for summer DIY tips, summer workouts and gadgets and summer beauty. Obviously summer travel advice and days out/activities to do with the kids have also been regular requests, too.

The Travel category is up by 16% compared to this time last year, with ‘holiday’ appearing as a keyword in just under 4% of all enquiries last month. If you have any clients that are travel experts or can provide advice then you could get coverage on titles such as The Guardian, The Sun Online, The i paper, Country & Town House and Closer. Journalists from all of these outlets sent requests in July.

Despite the poor weather in July, tips and advice around gardening has remained popular on the Journalist Enquiry Service. ‘Garden’ cropped up in just over 3% of all the requests for last month, making it three consecutive months that this keyword has appeared in the top three keywords. Requests included ‘How to paint a garden shed’, ‘Experts needed on roof gardens/office gardens’ and ‘The best cordless lawn mowers for large gardens’.

A new word on the keyword list, and one that will only grow in popularity over the next few months, is ‘Christmas’. Around 2.5% of all requests in July were for Christmas related content. A lot of feature writers for magazines will have to file copy months in advance and Christmas in July is a common occurrence.

However, it seems to be even more popular this year with the amount of requests containing the keyword ‘Christmas’ up 35% compared to this time last year. Journalists from the Independent, Woman’s Weekly, BBC Good Food, Good Housekeeping and HomeStyle were all looking for Christmas-related content or gift guides last month. If you have any clients with products to review or information about the festive season, then there are bound to be plenty of opportunities to get them out in the media via the Journalist Enquiry Service.

More topical issues last month also meant they appeared as keywords. The on-going issues in the housing market meant that the word ‘mortgage’ was in just over 1% of all enquiries in July with ‘inflation’ popping up in just under 1%. The Construction & Property category is up 24% compared to this time last year as a result. There were also a few enquiries in this category around ‘Barbie’ inspired room makeovers, as the film was finally released. ‘Barbie’ cropped up in 1% of all enquiries as a keyword. Plus there was the heatwave across Europe meaning a lot of journalists were sending out ‘weather’ related enquiries, making that a keyword at just under 1%. Journalists in general are covering climate change and issues more as well, with the Environment & Nature category up by 12% compared to July 2022.

57% of the journalists using the Journalist Enquiry Service last month were staff journalists, up by 5% from June’s figures. 28% were freelance journalists. Consumer media were the largest media type at 36%, with national newspaper/current affairs second on 27% and trade/business/professional media in third on 21%. The journalists were mainly looking for a spokesperson or expert (37%) followed by information for an article (27%) and review products (15%). Seven of the top ten outlets were national press with two consumer titles and one trade.

August is likely to see the keyword ‘school’ perform strongly again and ‘Christmas’ will continue to gather momentum on the service. There is likely to be a decline for ‘summer’ as a keyword but ‘Autumn’ could be a new one, along with ‘Halloween’. Both the Food & Drink and Arts & Entertainment categories should see a boost in requests with events like Notting Hill Carnival and Reading Festival and days like National Prosecco Day (13 August) and National Rum Day (17 August). Therefore: plenty of opportunities with different angles and topics for the coming month.

Want to help UK journalists with their features, interviews, and news? Check out ‘How to connect with journalists in 2023‘, featuring advice from our Vuelio webinar with Wadds Inc. founder Stephen Waddington, ‘From pitch to published – A guide to media relations in 2023’.