Five Things 26 October

Five Things: Injunction, Ross the thief, Radio 2, Facebook and Popémon Go

This week’s Five Things You Shouldn’t Have Missed includes the one with the injunction, the one with the David Schwimmer lookalike, the one with the departing Radio 2 host, the one with the Facebook ads and the one with the catholic Pokémon Go.

Don’t forget next week’s Five Things will be an hour later because the clocks go back this weekend.

 

1. Injunction

Sir Philip Green

The biggest story of the week is undoubtedly the injunction that stopped the Telegraph from publishing its investigation. Making the front page of The Daily Telegraph midweek, the story was headlined ‘The British #MeToo scandal which cannot be revealed’.

With speculation rife over the ‘leading business’ who was at the centre of the storm (including this amusing denial from Lord Sugar), Lord Hain used his parliamentary privilege to name Sir Philip Green as the man behind the injunction.

As reported by ITV News, Green has ‘categorically and wholly’ denied being guilty of any ‘unlawful sexual or racist behaviour’. Hain has been criticised for using parliamentary privilege – and the Guardian reports this will now reopen the issue of whether MPs or Lords should be able to speak with impunity.

It’s also likely to throw the use of injunctions into the spotlight, with many MPs earlier this week claiming you shouldn’t be able to ‘buy silence’.

Expect this one to rumble on.

 

2. The Geller Yeller

Ross Geller

The second biggest story of the week is the David Schwimmer lookalike who was wanted in connection with a theft by Blackpool Police. Not only did the original police appeal on Facebook spawn thousands of jokes in response, it also led to this comedy gold from Ross Geller himself:

[INSERT YOUR OWN FRIENDS/ROSS JOKE HERE]

 

3. Radio 2

Simon Mayo and Jo Whiley

The Radio 2 Drivetime show will end in its current format after co-host Simon Mayo has announced he is leaving the station for good.

He has only been hosting Drivetime with Jo Whiley since May, though has hosted the show solo (alongside his team) for eight years. The new format has never really sat well with listeners who have complained about the lack of chemistry between the two presenters.

BBC News reports that Mayo will not be moving to a rival broadcaster, despite social media reports suggesting otherwise. He will continue to co-host the film show at 5 Live with Mark Kermode.

Mayo’s departure is part of a bigger catalogue of changes at Radio 2 – not only will the Drivetime show get a new host (Whiley is moving back to the evening slot), the breakfast show is losing Chris Evans in the New Year when he is replaced by Zoe Ball. Radio is often overlooked when we discuss PR and campaigns, but with 50 million radio listeners a week, it’s still one of the most popular media channels in the UK and PRs should take note.

 

4. Facebook

Vice News Facebook

Last week, Nick Clegg was appointed head of global affairs at Facebook, which drew praise from the PR industry. Now he may have his first issue to tackle – no not the £500,000 fine for the Cambridge Analytica data breach issued by the ICO – but VICE News pulling apart Facebook’s ‘more transparent’ political advertising.

VICE placed ads on behalf of prominent political figures including Mike Pence and Tom Perez, which Facebook approved. It also approved an advert on behalf of ‘Islamic State’. VICE tried imitating adverts that have been identified as Russian bot/interference during the election and, again, they were approved.

Facebook did stop an advert submitted by ‘Hillary Clinton’ but gave VICE no explanation as to why.

To submit political ads, VICE was required to submit a valid ID and proof of residence, but there was nothing requiring this to match up to the public facing ‘paid for by’ name.

Check out the full story here.

 

5. Popémon Go

Follow JC Go

A new Pokémon Go-style game is being released by a Florida-based Catholic evangelical group where instead of pocket monsters, you catch saints and biblical figures. While not coming directly from the church itself, the Pope apparently approves of the idea. The app group’s executive director, Ricardo Grzona, said: ‘You know, Francis is not a very technological person, but he was in awe, he understood the idea, what we were trying to do: combine technology with evangelization’.

The app is called ‘Follow JC Go!’. As one Twitter user pointed out they missed a trick – they should have called it Popémon Go.

 

Seen something we missed? Let us know on Twitter @Vuelio

Digital radio

Are you taking advantage of the digital radio boom?

Radio Joint Audience Research (RAJAR) has released its quarter-three listening report, which shows that digital listening is at an all-time high.

At the start year, digital listening reached its tipping-point when just over half (50.9%) of radio listeners were tuning in via digital channels. The latest report shows digital channels rise further, with 63% of the population listening each week – that’s three in five adults.

Overall, almost 50 million people switched on their favourite radio station each week. This equated to a total average of just over a billion hours listening each week in quarter three.

Of those, 34 million people selected BBC channels, 51% of those now listening through digital means – the highest number on record.

Bob Shennan, Director of BBC Radio and Music, said: ‘While millions continue to listen every day we’ve also been reinventing radio to expand our digital offer for the increasing number of online listeners’.

Digital listening hours across all radio stations has reached 538 million, up 5% year-on-year. Following the increased popularity of smart speakers and the availability of radio apps, listening to radio digitally is extremely accessible.

This change in listening habits prompted the Government to consider the future of the FM frequency. Reported earlier this year by The Guardian, it is proposed that there will be a complete switch-off of major FM radio services in the 2020s.

For comms professionals, the shift to digital could offer more targeted opportunities to reach your audiences. There are hundreds of national and regional radio stations available on DAB devices, which means you can be more selective of channels and still reach large audiences.

And it’s not just large audiences that make radio an exciting medium. Some 44% of 15-24 year olds and 32% of adults say they follow their favourite presenters and radio stations on social media. People are not just listening to radio but also engaging with it, especially younger audiences.

Radio is often overlooked when it comes to integrated campaigns or award-winning PR but with 50 million people listening across the UK each week, now is the time to reconsider your strategy.

Planning a radio PR campaign but lack the right contacts? You need the Vuelio Media Database

Britt Box

Baking Blog Spotlight: Britt Box, She Who Bakes

Britt Box is the author of She Who Bakes, a new entry in the Top 10 UK Baking Blogs. Britt started baking as a means to tackle depression and has now turned it into her business, which includes the bestseller book Cakes, Bakes & Business. We caught up with Britt to talk about turning your blog into a business, improving her bakes and making magic with brands and PRs. 

How has your blog changed from when you first started?
When I first started, I didn’t have a proper blog website, it was just a page of information. I was also making commission cake at the time and most of my blog posts were documenting whichever cake I was working on that week. Now I concentrate more on recipes and tutorials.

Britt Box

Why baking?
I accidentally fell into baking in 2010. I was suffering badly with depression, anxiety and septicaemia after an operation. I was signed off work and not having a great time. A friend of mine was running a charity bake sale and asked if, as I had a bit of spare time, I wanted to make a cake for it. I bought a packet mix and a block of icing and made an (inedible) mess. BUT I enjoyed it so much I kept doing it, I kept going, started a blog about what I was doing and years later here I am. I baked my way out of depression and now I help others.

How do you make your blog stand out?
My blog is aimed at beginners. I talk about the highs and lows of baking. I keep it completely real. I felt it was important that people should know cakes don’t always turn out how you planned and that’s ok!

What’s the best bake you’ve ever made?
Caramel blondie cups. It’s all of my favourite flavours and I ate most of them just to myself.

She who bakes

What’s the best bake you’ve ever eaten?
A madeira cake. I can do it in my sleep now and I always get great results with them.

Who will win The Great British Bake Off?
Kim-Joy.

What one thing should PRs know about you?
Creating recipes, tutorials and writing articles about baking is something I love doing. Get in touch and let’s make magic together.

Britt Box

What are the best collaborations you’ve worked on?
Working with Homepride Flour & Macmillan Cancer Support. I lost my mum and nan to cancer so that was a job close to my heart.

Do you think bloggers need their own industry association?
I think so, yes. Nowadays bloggers are making up more and more of the people who write reviews, collaborate with brands and we are who people turn to for advice in specific industries. I think bloggers as a whole need to be taken more seriously.

What other blogs do you read?
Iced Jems, The Baking Explorer and BakingQueen74.

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

ATOUT FRANCE

Travel PR spotlight: Anne Pedersen, ATOUT FRANCE

Anne Pedersen is the head of public relations at Atout France, the French national tourist office in the UK. Responsible for a huge variety of PR functions at Atout France, including media outreach, pitching stories, budgeting, team management and attending meetings with journalists and bloggers, Anne has a wealth of experience in travel PR.

We spoke to Anne about her current role, how travel PR has changed, the best way to work with ‘influencers’ and her advice for people starting in PR.

Can you tell us about your background up to your current role?
Hospitality and tourism through and through.

I started off studying hotel management in Switzerland and then worked on the operational side in 5-star hotels in Brussels and Munich. I then continued my studies in the UK where I did a Masters in Tourism Planning and Development. After that it was time to tick ‘doing a ski season’ off my bucket list and during my season I managed a small club hotel for the UK tour operator Neilson in the Austrian Alps.

Neilson was part of the bigger Thomas Cook family which brought me back to the UK and a stint at one of the Villa companies of Thomas Cook – JMC.

I then made the switch to tourist boards and got a job with Switzerland Tourism. I worked in a great team and varied role that changed throughout the years I was there. I started off working in marketing and account management moving on to mainly PR. I gradually got more and more PR-focused which also prompted me to do a Professional PR Diploma with the CIPR which was hugely beneficial to my work and future.

This all led to my current position of Head of PR at Atout France.

ATOUT FRANCE

What does your day to day consist of?
No day is the same and they somehow fly by!

The day always starts by going through the press cuttings and newspapers. Of course there is a great deal of email management involved, but I do everything from dealing with media enquiries from all types of media, pitching stories, planning press trips and events and dealing with our many French partners, to proposal writing, strategy writing, budgets, team management, meetings(!), and then of course attending events and meetings with journalists and bloggers. Your network of contacts is everything, from media and bloggers to PR agencies and counterparts at other tourist boards.

One of the greatest perks is that I get to go to France quite a lot, especially on press trips. And for that, France is pretty good! You have amazing cities, coastlines with great beaches and of course the mountains! I love skiing, so the winter press trips are always a highlight. And do I need to mention the food and wine…?!

What are the biggest changes to travel PR you’ve seen over time?

I think one of them is definitely the shift from print media towards online media, and the emergence of bloggers and social media influencers. As print media circulations are generally in decline, and with printed travel sections seemingly shrinking, we need to find other platforms to distribute our news, stories and features. The competition for travel features is rife; hence you need to know the media, what types of stories editors will go for, and how to go about the pitching process. Then your network comes into play.

The huge advantage of online media is of course that the lead-in time is much shorter and we can therefore more easily feature last-minute stories and news.

The rise of bloggers and social media influencers has also brought new channels and platforms for us to distribute and create content. Influencers/content creators are still new kids on the media scene and it seems that, as with any new product, a lot is still trial and error and learning by doing.

One of the key changes, especially with the influencers, is that we can now reach specific target markets via different distribution channels, i.e. we are much more likely to reach millennials via social media than via the printed travel section of newspapers. This requires us to tailor our press content and pitching process accordingly, and understand the requirements of each of the media (new and old) in order to succeed in getting the coverage and results.

Paris

You work a lot with bloggers – what criteria do you look for when selecting collaborators?
There are so many things to look out for, but the most important is whether or not the blogger matches your brand, both visually and in terms of content. Bloggers often straddle the PR and marketing department and it’s also internally important that we find bloggers that can meet department needs and objectives, in terms of content creation, quality of output and defined deliverables.

Then there’s also the decision of whether you go micro or macro, which again depends on the nature of your campaign, the objectives and of course the budget. The engagement rate is, in most cases, one of the key things we consider when selecting collaborators.

It’s a laborious process to spot the fakes, weed out those with the bought followers, assess the engagement – is there any use of robots? – and vet each blogger/account. It’s rather time-consuming, but crucial.

What are your dos and don’ts for bloggers?
Understand your client! As much as we, as an organisation, choose and match the bloggers with our brand, bloggers should also understand who they are pitching to and working with.

There is a huge difference between working with a large commercial travel company and a tourist board, which is normally partly or entirely government-funded. There’s also a difference between approaching in-house PRs or agencies, so you should demonstrate that you know the difference – understanding the set-up when pitching always gives you a headstart.

Make sure you set aside time to meet PRs face to face – many bloggers choose to reside outside the UK for economic reasons which makes sense, but building a relationship with PRs is essential for future collaboration and I always believe they are best done face to face.

Work on your SEO ranking – we often see the blog or video channel as the core of the work and the social media channels are distribution channels to drive traffic towards the blog. Make sure your blog is well written – and fact check!

Be professional – essentially as you are now competing with other media agencies. Produce high-quality media kits and deliverables and accurate reporting. Basically, make it easy for us to work with you!

France

Can you give an example of a good collaboration you’ve recently had?
We have worked with Hand Luggage Only on a few occasions and for various partners – hotels, destinations and products, and each time it’s worked very well in terms of content created, likes/shares achieved and engagement.

I’ve also had the pleasure of working with the hugely talented Paperboyo for a few years now. He is only present on Instagram, however the quality and originality of his posts are just so strong and he always achieves a strong engagement with his followers. Our partners really love his work.

How important for your return are traditional media channels and relations compared with new ones?
They are both very important to us. Traditional media is still the favourite, in particular with our partners, and it’s what most of our work output and campaigns are geared towards. By traditional media we also consider the online content for publications that appear in both print and online – and then of course any broadcast opportunities.

But, as mentioned earlier, we have to also keep a close eye on the development of the media landscape, the competition and how we can secure coverage and content through new channels. Understanding your identified target markets and how to reach them is of course also key to determine which media is the best to communicate with and secure the desired return.

France

What’s the best destination in the world?
I think that’s going to be an obvious answer – France of course!

It’s an incredibly varied destination and really has something for everyone, in terms of landscapes, holiday types, interests and budget – and it seems to appeal to a lot of international visitors as we are the most popular destination in the world with around 87 million visiting each a year!  The fact that it’s just a hop and a skip from the UK and incredibly well connected is another big plus.

How important is imagery to your campaigns?
As we are promoting a destination, imagery is crucial! Promoting a tourist destination is an intangible product, hence strong imagery and video are a key component in us promoting and telling the stories of France.

As an organisation, aside from developing, defining and monitoring the overall tourism product in France, we are focused on raising awareness, image building and brand development – so visual content is one of the strongest tools for our marketing and PR campaigns. Hence blogs, Instagram and YouTube are brilliant platforms for us to include in them. Video is set to increase in importance too, so this is something we’ll turn our attention to and include in our communication mix.

What advice would you give someone looking to get into PR?
Be passionate about your product! That will then come across genuinely, and the battle is already half won. I absolutely love the travel industry and have always known this was the industry for me. I went rather targeted about working in the industry, but didn’t necessarily know when starting out that PR was going to be the main focus. I’m a people person and rather sociable – I like chatting, which made it easier getting into PR!

But the biggest piece of advice is to build a network as soon as you can, as much with the media as with fellow suppliers – you never know who you may need.

Common sense always helps too.

And finally, don’t put any limitations on where you think you can go. I am Danish, working for the French, in the UK, with a history of working for other countries, after all!

ATOUT FRANCE

Tortoise

Will slow news benefit PR?

Tortoise is the new publishing venture from James Harding, Katie Vanneck-Smith and Matthew Barzun, which aims to disrupt current journalism models with a focus on ‘slow news’. Backed by private investors and a very healthy Kickstarter, Tortoise seems to have caught the imagination of its audience months before it launches. But what does a slow news organisation mean for the PR and communications industry?

Harding, who was previously director of BBC News and editor of The Times, says he began to feel overwhelmed by the news agenda towards the end of his tenure at the BBC. Tortoise aims to cure this modern-day condition by focusing on fewer stories in more depth, giving context without the need to chase the highly-prized ‘breaking news’.

Tortoise will have three offerings for members: a five-story ‘Daily Edition’ for smartphones each morning; a daily ‘ThinkIn’ conference from 6pm to 7.40pm that members can attend; and a quarterly print magazine. All of this work will be split into five broad topics: technology, finance, natural resources, identity and longevity.

Does this mean slow news will become the norm?

No; not least because breaking news is vital in the information age and needing to know what’s happening as it happens is necessary for individuals, businesses and organisations to function correctly.

In the short term, Tortoise is unlikely to take a big enough slice of the pie to disrupt the industry that much, though if its membership models are successful, other news brands are likely to take notice. They will have already spotted Tortoise’s big-name financial backers including David Thomson (from the Thomson Reuters family) and Saul Klein, from the venture capital firm Local Globe.

They will also be looking at the Kickstarter, which, with 25 days still to go, has massively overfunded. The project was aiming to raise £75K but already has some £350K pledged by 1,370 backers (that’s a whopping average of £255 each!). Tortoise has the backing to hit the ground running when it launches in January, but what does this mean for PRs?

Opportunity.

Above all else, every new development in news and media should be seen as an opportunity. Slow news means an audience spending more time on a topic, which potentially means more time with your product, service, brand or spokesperson. It means more than a passing mention and more time to develop concepts and ideas – why have one comment from one expert organisation for a piece about climate change when you can have ten experts from ten companies?

There’s also the daily ThinkIn events, which are intended to inform an audience and produce regular long-form content. These will need expert advice and opinion too – another opportunity for PRs to help journalists and reach an engaged, dedicated audience.

As BBC’s Amol Rajan reports, Tortoise will have 10 editors who will each have a budget for freelancers, which means there will be dozens of opportunities to build relationships with the new brand. And as ever with media outreach, relationships will be at the heart of every opportunity. While Tortoise’s methods may be disruptive, the old rules of relationship building still apply and good PRs can easily be part of a slow news revolution.

Want to build relationships with the right journalists? With Vuelio, it’s easy.

PRCA shared working space

PRCA opens Business Centre for members

The PRCA is strengthening its support of virtual agencies by opening a new Business Centre.

Based in the PRCA’s south London offices, and available exclusively to PRCA Members, the PRCA Business Centre is open weekdays, 09:00-18:00.

The Centre offers seating, power banks and direct access to PRCA resources, along with food and drink facilities. Private meeting rooms can also be provided upon request, giving practitioners the opportunity to organise and host remote meetings.

Members can book space for free by emailing [email protected] to reserve a time slot in the Centre. This a huge perk to the freelance and virtual PR community within the PRCA.

Brittany Golob, publishing editor at Transform magazine has tried out the space and said: ‘As opposed to sitting in a crowded Starbucks to get work done and make business calls, the PRCA’s new Business Centre is a great for remote working. I found it convenient and comfortable, and I enjoyed the jelly beans too!’

The PRCA is requesting feedback from all members on which resources can be added to further optimise the space. Suggestions can be sent to the same email as above, or via Twitter at @PRCA_UK.

Francis Ingham, director general of the PRCA, said: ‘We’re always looking for new ways to offer our members more, be it access to online resources, training from renowned industry voices, or, in this case, a physical space from which to work from.

‘With virtual agencies on the rise, and more PR and communications professionals working remotely, our new, fully equipped Business Centre is the ideal space for members to come in and complete their work while on the go.’

Taylor Herring

Taylor Herring wins big at the PRWeek Awards 2018

Taylor Herring was the big winner at the PRWeek Awards 2018, scooping six awards and being highly commended for a further three. Hot on its heels were 90TEN and The Romans, who both picked up three – the latter winning the Vuelio-sponsored Best Influencer Marketing Campaign for its work with Gordon’s Gin.

The PRWeek Awards presented 33 prizes in total, split across Campaigns of the Year (techniques), Campaigns of the Year (sectors), People & Agencies and the Gold Awards. It also inducted Jackie Cooper, global creative chair at Edelman and co-founder of former agency JCPR, into its Hall of Fame. Shockingly, Jackie is the first woman to be inducted.

The biggest prizes of the night were the Gold Awards, rewarding the best agencies and in-house team. Charity Shelter picked up best in-house for ‘building an important legacy of influence and change’, and the three best agencies of 2018 were named as Manifest (small), 90TEN (medium) and FleishmanHillard Fishburn (large).

But the agency on everyone’s lips was Taylor Herring, which continues to be at the forefront of headline grabbing PR – campaigns that capture everyone’s imagination and go viral.

We spoke to the agency’s co-founder James Herring back in June to find out what it takes to win PR Awards and he told us that it was all about creativity and ‘creating a work culture that thrives on bold and brave ideas’.

He also told us that good work delivers more clients’, and ‘If you do a campaign that does well, the phone rings off the hook for the next week because people will want to reach the people who did it’.

So, if you’re trying to get through to Taylor Herring this week (or next), don’t be surprised if the line is busy – good work delivers more clients and six awards will keep them busy for a very long time.

Congratulations to all the winners on the night, as well as the finalists – if the Awards show one thing, it’s that the industry is in rude health. 

CIPR platinum

The CIPR celebrates 70 years with Platinum

Platinum is the new book celebrating the 70th anniversary of the CIPR. With 50 thought leaders contributing over 45 chapters, the book is the most compelling argument yet that public relations is a strategic management discipline.

Edited by Stephen Waddington, Platinum is the story of the CIPR as told by its volunteer members. From the foundations of PR practice to the emergence of social media, artificial intelligence and automation, the book captures the evolution of both the Institute and the industry.

The chapters cover five areas of PR – Performance, Perspective, Potential, Practice and Provocation – with contributors from a huge variety of backgrounds, both in-house and agency, specialising in all disciplines of public relations.

It’s tough to pick our highlights in what is a book of highlights, but to name just a few chapters, there’s the recently appointed CIPR 2019 President-elect Jenni Field on ‘The impact of internal communication excellence’; Greater Manchester Police’s Amanda Coleman on ‘Facing up to a modern day crisis’; and next week’s Vuelio webinar guest Scott Guthrie on ‘The business of influence’.

A foreword from the CBI’s Director-General Carolyn Fairbairn further endorses the book and the PR industry. She writes: ‘There is currently a disconnect between what businesses do and what people believe. Companies that are not complacent about this challenge understand that it can only be overcome by the right behaviour and by making their contribution to the UK feel real for employees and customers.

‘That means communicating in a way that is genuine and compelling and which resonates with what the public values from business. That is why PR matters.’

Platinum book

The book even includes words from a founder of the CIPR, Professor Tim Traverse-Healy, who reflects on the association’s creation following the war. He writes: ‘These men had witnessed the miseries of war and, in this brave new world, believed that improved communication was a means of improving cooperation and reducing conflict between groups in society.

‘Their beliefs, their insights, their integrity has fashioned my professional life ever since.’

Stephen Waddington, who was recently announced as the new UK MD of Metia, said: ‘Platinum is a blockbuster of a crowdsourced publishing project that has been 18 months in the creation. It’s a reflection of modern PR practice, a learning and development tool, and a cracking legacy project as the CIPR looks forward to its next 70 years.

‘My thanks to all the members that have given their time to write, edit and review the project. I’m especially appreciative of contributions by CIPR founder and Past President Tim Traverse-Healy and the CBI’s Director-General Carolyn Fairbairn.’

Current CIPR President Sarah Hall said: ‘As President I’ve had the privilege of working with the CIPR Board, Council and a whole host of volunteers who continue to give their time to keep the organisation relevant, ambitious and forward-looking.

Platinum is a wonderful example of how our volunteer members are the best of the best. It tells the CIPR’s story and showcases the role that PR plays in organisational success. I hope that business leaders read it and, like me, appreciate the talent we have in our ranks. Thanks to everyone who has given their time to the project.’

Find out more information, including how to buy the book here. All profits from Platinum will be donated to iprovision, the CIPR’s benevolent fund for PR practitioners who’ve fallen on hard times, through illness or other unfortunate circumstances.

Metro

Journalist Spotlight: Jess Austin, Metro

Jess Austin was recently appointed communities producer at Metro. We caught up with Jess to find out how she is getting on in her new role, why it’s important to provide a platform for people’s voices to be heard, how to scour social media for interesting opinions, working with PRs and her party tricks!

How are settling in to your new role as the communities producer at Metro? What’s a typical working day like?
Really well, thank you. I work on a brilliant team of three with communities editor, Aimee Meade, and her deputy Qin Xie.

We discuss the big stories of the day, first thing in the morning, and then brainstorm unique angles and voices that we would like to hear discuss these topics.

We then approach people to write, publish pieces we already have lined up for the day and respond to pitches.

Largely, we are searching for unique perspectives on the back of news stories or personal stories intertwined with opinion. Consequently, we are constantly on the lookout for people we’d love to write for us.

We’ve also recently launched our ‘Labels’ series – my first project for the site, which is pretty exciting – that hears from individuals who have been labelled – whether that be by society, a job title, or a diagnosis.

Throughout ‘Labels’, writers share how having these words ascribed to them has shaped their identity – positively or negatively – and what the label means to them.

Working on the series has been a fantastic learning experience, and I dedicate some time each week to planning and commissioning for the series.

MetroHow did you first get into journalism?
My mum used to be a journalist and as a child I always thought it sounded like the coolest job, although I never thought I’d end up one too.

I went from dreaming I’d be an astrobiologist throughout school (until I realised science wasn’t my strongest subject) to having my sights set on being a history teacher throughout university.

It was becoming an editor at the Tab Leeds in my final year that really made me want to go into journalism.

As much as I enjoyed writing, I loved reading other people’s stories, so when the job of Blogs Assistant at HuffPost UK came up as I was approaching the end of third year, I knew I had to apply.

Right after my last exam I skipped clubbing to stay home and apply for the job with a can of Strongbow Dark Fruits to help me write my application. Despite nearly falling over as I left the first interview – I’m fairly clumsy – I got the job and had two amazing years there.

What do you enjoy the most about your job? What are the main challenges you face?
I love to read, so getting to read such a diverse range of opinions every day on a whole host of topics is the dream.

I’d say the most challenging bit is getting everything perfect and ready to publish at a time where it’s still relevant.

How do you decide what content to focus on? Are there any particular trends you are noticing?
While the news largely shapes what we commission, we are interested in a whole range of topics. One of the things I’m most passionate about is giving a platform to those whose voices aren’t usually heard.

I have a background in lifestyle, style, parents and tech, so I do find myself naturally gravitating towards these topics. I ran a project back at HuffPost UK about the end of the world, and existential risk really fascinates me.

Some of the pieces I am most proud of commissioning over the years have been from people who aren’t professional writers or journalists and are just people who have a message and really want to share their story.

Good examples that spring to mind are: the lady who found the nurse who treated her childhood cancer 30 years ago on Twitter, the organisation working to tackle space junk, the charity asking us to no longer call the historical unnamed murderer Jack the Ripper and the lady who invited a girl whose life she saved by donating her stem cells to be the flower girl at her wedding.

What role does social media play in your work?
A lot of our time is spent on social media. Our team are constantly using it to find people to talk about certain issues, scouring Twitter and Facebook for interesting opinions. We’re also keen to make sure the pieces we commission get the attention they deserve so we actively share all of them on our social channels.

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

Do you have a good relationship with PRs? What advice would you give to PR professionals who want to work with you?
We do. My mum went from journalism to PR and I spent a lot of time in her office when I was a child, so I like to think I have a meaningful understanding of her day-to-day.

While we do mainly go directly to individuals for comment, we’ve had many op-eds that have come through working closely with PRs.

The best advice I could give to PRs who would like to work with us is to read over our comment section to get an idea of the kind of format and tone of what we publish, and to make sure the topic hasn’t been covered already.

We love strong opinion-led pieces from people with expertise or experience in the field that they want to write about, so making sure their client is the right voice would be ideal.

And lastly, we won’t run anything too promotional, so it is essential that every pitch has a message and argument that doesn’t just exist to bolster the writer’s company or product.

What type of press material are you interested in receiving?
We’re interested in a myriad of press material:  book releases, comment on news stories from charities and organisations, information on upcoming research and reports, line ups for talks and festivals etc.

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Austrian Tourist Board

Travel PR Spotlight: Anna Cummins, Austrian National Tourist Office

Anna Cummins is the UK PR manager at the Austrian National Tourist Office. Responsible for a broad range of PR activities, Anna handles media enquiries, event organisation and PR campaigns. We spoke to Anna about the role of a tourist office PR, the evolution of the PR industry, how she works with both traditional and ‘new’ media, and her advice for new PRs.

Can you tell us about your background up to your current role?
I joined the Austrian National Tourist Office in 2010 as online content editor.  It was the perfect role for me at the time to combine my love of writing and travel with my fluency in German. Part of my job description was to cover for the then PR Manager and I soon realised how much I enjoyed this side of things: the interaction with the media, organising events and accompanying press trips to Austria. When the position became available in 2015 I jumped at the chance and have not looked back since.

What does your day to day consist of?
We have two major campaigns each year, promoting the summer and winter seasons in Austria. In their run-up, I am busy preparing for the media launch, which brings our Austrian partners together with the best British travel writers at a venue or with a concept unique to the campaign. Back in the office I prepare press releases for our newsroom and to send to the media, coordinate trips for journalists to Austria, oversee content co-operations and respond to general media enquiries.

What are the biggest changes to travel PR you’ve seen over time?
It has become standard for journalists to have to take time for press trips out of their holiday allowance, which can make it difficult to secure the big publications for group trips. We see far more individual trips now than when I first joined the company.

What criteria do you look at when building media (new or traditional) relationships?
I am aware that journalists do not have enough hours in the day. Long lunches might not be possible, but an efficient response to their enquiries is much appreciated, as is the odd coffee and regular invites to our events, where they get to network with multiple contacts in one evening.

What are your dos and don’ts for blogger collaborations?
Do ensure the terms are set in stone before departure. Don’t put them through a stringent itinerary. Bloggers tend to prefer free time to explore their surroundings.

Can you give an example of a good collaboration you’ve recently worked on?
Captivate have recently been out to Vorarlberg and Graz on a food campaign named ‘Austrian Takeaways’. There is so much people don’t know about Austrian cuisine and how wonderful, varied and also high-end the local produce can be.

How important for your ROI is traditional media channels and relations compared with new ones?
Very. Classic print coverage speaks for itself and is a great way to reach our target group.

What’s the best destination in the world?
Is this a trick question ;-)

How important is imagery to your campaigns?
The image is key to the campaign. It is what will get people dreaming about a destination, picturing themselves there.

What advice would you give someone looking to get into PR?
Decide which industry you would like to work in and get chatting to people. Where do you feel most at home? You need a product or destination you feel passionate and comfortable talking about, then your day to day tasks will come easily.

Stephen Waddington

Stephen Waddington to join Metia

Stephen Waddington, chief engagement officer at Ketchum, has been appointed UK managing director at international digital marketing agency Metia.

Stephen will join Metia from Ketchum in January 2019 where he’s worked for the past six years in various roles including chief engagement officer and european digital & social media director. Prior to this he co-founded and managed two agencies, Rainier PR in 1998, and Speed in 2009.

In his new role, Stephen will be responsible for leading a team of 60 people, managing the development and delivery of content marketing, social media, lead generation and communications campaigns. In the past two years, the agency has delivered campaigns in 88 countries in 39 languages for clients including Amazon, Dell, Microsoft and BMW.

Metia’s capabilities include social media analytics and insight, an international content network, content planning and optimisation, media strategy, web design and development.

Stephen said: ‘If you were asked to design a blueprint for a modern agency it would look a lot like Metia. Its expertise in analytics, content and technology, combined with intellectual property in planning, optimisation and reporting tools, and an international content network, gives it a rock-solid point of differentiation and significant opportunity for growth. I can’t wait to get cracking in my new role.’

Steve Ellis, founder of Metia Group, said: ‘Stephen is a hugely experienced and talented agency leader. He is a great addition to our senior leadership team. Stephen’s experience at helping global brands to tell their story through digital and social channels is a perfect fit to our strengths and capabilities.’

Stephen is a visiting professor at Newcastle University and the author of eight books on learning and development, and modern aspects of marketing and public relations. He was president of the CIPR in 2014, and is a fellow of the PRCA and CIPR.

directional signs

Is your digital strategy diverse enough?

With news that the Competition and Markets Authority (CMA) is ‘actively considering’ launching an investigation into the digital advertising market, is it time to reassess your digital strategy?

The Guardian reports that the comments were made by the CMA’s chief executive Andrea Coscelli, who was speaking to the House of Lords communications committee.

Coscelli said: ‘A month ago, this committee asked us to look at digital advertising. That is something we are actively considering, subject to Brexit in the next few weeks, because it has a big resource implication for us. It is certainly something we are interested getting involved in.’

The UK’s digital ad market is estimated to be worth £13bn, and Google and Facebook are thought to be responsible for over half of this. With Facebook advertising set to be worth almost as much as the entire commercial TV ad market by 2020, there’s strong grounds for the CMA to investigate.

But what does this mean for you?

As any great PR knows, putting all your eggs in one basket is unsustainable. If you work in travel and rely on a travel editor at a top newspaper to get your story out – what are you going to do if they move on, retire or leave the profession?

It’s the same with any platform or outlet you don’t control – ask any Instagrammer what happened when the shadow ban hit, or YouTuber when Google changed its revenue rules. Just because there are new platforms and methods of reaching your audience, it doesn’t mean the rules have changed:

Diversify or die.

You can’t rely on a single successful source for your ROI. Sure, Google or Facebook ads may be scoring you huge results right now, but what will you do if the platforms are regulated or change their algorithms?

Great PRs have a diverse portfolio of contacts and outlets – leveraging relationships everywhere to ensure their coverage and results are spread out. That means using journalists, newspapers, magazines, broadcasters, websites, bloggers, vloggers and even tweeters. And that’s just earned (and possible paid) media; great PRs also have owned content – both on social media AND their own sites, blogs and materials.

By ensuring you have a diverse route to your audience, you can survive if one channel takes a hit. Build more relationships, use more platforms and weather the storm – it’s what PRs excel at.

Planning to diversify? Vuelio gives you access to every contact, opportunity and channel you need on one platform, in one place. Find out how we can help.

University of Westminster

How Vuelio improved the University of Westminster’s media outreach

The University of Westminster has an international reputation and strives to ensure the very highest standards are met and maintained. We spoke to Poppy Crispin, Head of Communications at the University, to find out more about the university, why it needed an integrated platform and how Vuelio has improved its media outreach and reporting.

The University of Westminster
The University of Westminster boasts a vibrant learning environment attracting more than 20,000 students from over 150 nations and we continue to invest in our future with new developments, research projects and new ideas.

We offer highly attractive practice-based courses that are independently rated as excellent, many with international recognition. Our distinguished 180-year history has meant we lead the way in many areas of research, particularly politics, media, art and design, architecture and biomedical sciences, and our position in the city of London allows us to continue to build on our close connections with leading figures and organisations in these areas as well as in the worlds of business, information technology, politics and law.

Our commitment to educating graduates for the needs of professional life attracts high quality students from within the UK and around the globe.

Internationalisation, employability and sustainability are key elements in the University of Westminster’s vision for the future and we strive to ensure the very highest standards are met and maintained.

The PR department uses the Vuelio Media Database and Media Monitoring to support our reactive and proactive media engagement work to promote the University and to create PR Reports shared across the University to demonstrate our outreach and impact each month.

The Challenge
Before using Vuelio we were unable to create effective media lists, target the right journalists or report on our coverage in a holistic way. We wanted a system that would provide monitoring and database in one, that could accommodate international and national media and all the tags and categories we need to represent a large scale international university.

The Solution
The initial demo was really good and I saw features in all areas that would support our work.

Vuelio offered the best value for money, a single platform for our needs but also have a dedicated Higher Education team who understand the needs of a university.

Vuelio is our one stop shop for easy and accurate media outreach and reporting.

We get daily monitoring through Vuelio enabling us to stay on top of breaking stories. We are also able to create bespoke monitoring to cover major campaigns individually and deliver these to key stakeholders across the university. We are able to create media lists and issue statements to relevant journalists at home and abroad, creating an international reach for the university and strengthening our relationships with media at home.

Our account manager Katherine has been fantastic – she is always responsive and has been really helpful in troubleshooting issues that always occur when using a new system. She has also been instrumental in enacting changes we have requested that can be used across the Vuelio system.

Benefits and Results
Our reporting is now more accurate and detailed, and we are able to create individual reports for different people and campaigns.

We are able to quickly find the right contacts for quotes and campaigns and have expanded our reach in the media exponentially.

 

Find out more about how Vuelio saves clients time and money here

Vuelio ResponseSource

Vuelio extends journalist network with acquisition of ResponseSource

Vuelio, the stakeholder engagement software company, buys journalist request and media database provider ResponseSource.

Access Intelligence Plc, the parent company of Vuelio, has acquired ResponseSource Ltd for a cash-and-shares consideration of £5.5 million to create an unrivalled portfolio of stakeholder engagement software.

Access Intelligence CEO Joanna Arnold said: ‘Vuelio and ResponseSource have a lot in common. They are both SaaS businesses providing great communications intelligence to PR, marketing and journalism professionals. But at the same time, they are extremely complementary, and ResponseSource will from day one add significantly to the portfolio while accelerating our combined product development, particularly in journalist services.’

Vuelio clients now have the option to access a powerful means of media engagement thanks to the ResponseSource Journalist Enquiry Service, which allows journalists to directly request information from PR professionals. This creates an unprecedented opportunity for Vuelio clients to gain coverage by providing comment, opinion and other content on a huge range of topics for leading newspapers, publications and influencers.

Journalists and influencers using the service will also benefit as over time they will be able to access a wider range of leads through the Vuelio client base – a rich source of blue-chip businesses and sector-leading organisations.

Joanna Arnold added: ‘ResponseSource’s trusted journalist services are representative of the strong links between the team and the journalist community. These links provide a platform for relationship building and research, and it needs to deliver value for everyone involved. We plan to continue to invest in the ResponseSource brand, in its services, and in its people.’

ResponseSource founder Daryl Willcox will remain at the combined company and becomes Director of Audience Strategy for Access Intelligence. He said: ‘It’s a great outcome for our customers, journalist users and the team at ResponseSource that we are now part of an ambitious UK Plc that really understands the importance of the journalist network we have built. I’m looking forward to continuing to grow this strategically important side of the business that benefits journalists and PR professionals alike.’

Google+

RIP Google+

It’s the end of an era, you might say. Google has announced it is to close the consumer Google+ network, following a massive data flaw it did not report, allegedly for fear of regulation. 

 

Google+ was, for years, the punchline to many social media jokes, but more recently it had fallen from even that status out of the collective conscience. It is now going the way of Klout, which closed earlier this year on the same day the new GDPR rules came into force.

 

The closure of Google+ comes with news of a potential data breach that could have affected up to 500,000 users. The flaw, which would have allowed third party developers access to private data of users and users’ friends, was discovered and fixed earlier this year but kept quiet as, reportedly, Google wanted to avoid regulation.

The Guardian reports on an internal Google memo, which says: ‘Disclosure will likely result in us coming into the spotlight alongside or even instead of Facebook despite having stayed under the radar throughout the Cambridge Analytica scandal’.

It has not been lost on the commentariat that this flaw sounds almost identical to Facebook’s issues centred around Cambridge Analytica.

 

The memo also warns that CEO Sundar Pichai would likely have to testify before Congress and that the disclosure would invite ‘immediate regulatory interest’.

Google claims it decided not to report the security flaw for three reasons: it was unable to identify any of the users who were potentially affected; it found no evidence that the security flaw had been abused; and there were no actions either developers or users could have taken to improve the situation.

On announcing the closure of the social network, Google revealed what everyone had assumed – engagement rates on the platform are shockingly low, with 90% of interactions lasting just five seconds. (“I’ll just click on this… nope, that’s taken me to Google+. Now, how do I go back?”)


Google+ will still be around for a little while longer; to give people the opportunity to ‘transition’ (their jokes presumably), the site will wind down over a 10-month period to the end of next August. 


Enterprise customers are apparently making much more use of Google+ as a ‘secure corporate social network’ and will therefore be unaffected. 

Judges

The Vuelio Blog Awards Judges for 2018

The judging panel for the Vuelio Blog Awards has been announced for 2018.

The Vuelio Blog Awards pride themselves on their independence – we don’t ask for nominations, we don’t make people ask for votes and we don’t require people to promote their participation. Our judging panel is a core to this independence – the judges each come from a different background, with different experiences, to choose winners who know they truly deserve their prizes.

The Vuelio Blog Awards are taking place on 30 November 2018 – tickets are still available on a first come first serve basis. Find out more here.

We are delighted to announce this year’s judging panel:

DecathlonBella Angelova, Head of Brand & PR, Decathlon
Bella is currently in charge of the Brand and PR activities at Decathlon UK. She has over seven years of marketing experience across the sport, fashion and lifestyle industries. She is working with influencers on daily basis and is the creator of the first Bloggers community within the Decathlon brand. The main objective of this community is to raise awareness around how important sport is and to spread Decathlon’s main mission of making sports accessible to the many.

Bella is also the Yoga and Pilates market leader for Decathlon UK. Her next goal is to start her own blog focusing on the benefits of sport and healthy lifestyle.

BBC World Service

Anna Doble, Digital Editor, BBC World Service English
Anna Doble is Digital Editor at BBC World Service English, steering the team’s web, video, podcast and social presence, while developing digital strategy with partner stations around the world.

She was formerly Digital Editor at Radio 1 Newsbeat, the UK’s biggest radio news service for under-25s. Before that, Anna was Head of Online at Channel 4 News.

Vuelio

Holly Hodges, Senior Media Researcher, Vuelio
Holly Hodges is a senior media researcher at Vuelio. Specialising in bloggers and traditional media, Holly manages the influencer database and has been directly involved with the shortlisting process for this year’s Vuelio Blog Awards. Also responsible for Vuelio’s Top 10 rankings, Holly’s knowledge of the UK blogosphere is second to none.

Hotwire

Kate Hunter, Head of B2B, UK, Hotwire Global
Overseeing Hotwire’s B2B practices, Kate has over 15 years of B2B tech PR experience. She is passionate about integrated comms campaigns that deliver measurable business outcomes for clients. She has been with Hotwire for nearly 12 years.

Craig Landale

Craig Landale, editor-in-chief, MenswearStyle
Craig Landale recently topped the Men’s Lifestyle and Men’s Fashion rankings and last year won two awards at the Vuelio Blog Awards – Best Men’s Lifestyle Blog and Best UK Blog. In addition to Craig Landale’s passion and love for menswear, he is an experienced online marketing consultant, member of the Chartered Institute of Marketing and qualified in Post Compulsory Education and Training. Craig has successfully collaborated with a range of brands such as Mulberry, Harrods, Jaguar and Lacoste.

 

For more information about the Vuelio Blog Awards, including how you can get involved, please contact Jake O’Neill.

#AIinPR CIPR

How much of PR and comms will be replaced by AI?

Last week, Vuelio and Lansons co-hosted an AI in PR event as part of the CIPR Ethics Festival. Sessions were led by a broad cross-section of industry leaders, who discussed chatbots, automating comms channels and the latest AI technology. Appropriately, though, it was ethics that was the dominant theme throughout every session, as it is ethics that sets humans and machines apart.

Paul Miller, head of digital at Vuelio, used his sessions to ask, ‘How much of PR and comms will be replaced by AI’? One answer, unsurprisingly, lies in ethics.

There are many areas of PR and comms that could benefit from AI – from content creation and content distribution to engagement and automating processes – and there’s little doubt that the AI revolution will change the way everyone works.

Andy Haldane, chief economist at the Bank of England, has described the potential disruption of the so-called ‘Fourth Industrial Revolution’ (the rise of the machines) as being on a ‘much greater scale’ than anything experienced during the Industrial Revolution, which lasted some 200 years. Tabitha Goldstaub, founder of CognitiveX and the chair of the Government’s newly formed Artificial Intelligence Council, echoes Haldane, warning there is a ‘huge risk’ of people being left behind as computers and robots change the world of work.

Both have warned of social tension and greater inequality, so we’re all doomed, right? Well, maybe not.

The argument that computers are going to bring extreme unemployment in coming decades has been made before in the 1950s and 60s, and again in the 1990s. Despite years of rapid advances in robotics, computer power, network connectivity and artificial intelligence techniques, there isn’t mass unemployment in society – in fact, the unemployment rate is lower than it was 40 years ago, and we certainly have a larger population. So, machines may take or change our jobs, but they also create new jobs and the market evolves.

Possibly of greater concern is the impact of automation on the structure of jobs themselves. Human beings and computers are going to be working together, more closely than ever, and we need to get the division of labour right.

The CIPR’s #AIinPR Panel has already identified irreplaceable work in categories such as creativity, professionalism and, perhaps most importantly, ethics.

Computers can’t do what human beings do naturally – they can’t turn information into knowledge or think creatively, conceptually or ethically. More than ever, in this world of FAKE NEWS, Cambridge Analytica and hacked democracies, we’ve seen that tech can be used for evil or for good, but that the tech itself is amoral. It needs strong moral guidance, from us.

AI, therefore, presents a huge opportunity for PR professionals, as the masters of reputation and communication, to play a leading role in the future of all industries and markets. AI needs a strong moral guide – AI needs PR.

If you’re ready to benefit from AI and use machine learning to make the industry a better place, you’re ready for Vuelio

Vuelio Blog Awards

Vuelio Blog Awards Finalists: Daddy, Mummy, Pet and PR

We are delighted to reveal the final finalists for the Vuelio Blog Awards 2018. Covering two parenting categories (back by popular demand), the brand new pet category (by popular demand) and the fiercely contested PR & Comms category, which this year is sponsored by the CIPR. 

The Vuelio Blog Awards are the industry’s independently judged accolades, the ‘Oscars’ of the blogging world. Taking place on 30 November, this year’s event promises to amaze – with the finest dining, death-defying acts(!) for your entertainment, and the greatest awards ceremony on the planet (probably).

Tickets for the Blog Awards are still available online – click here to get yours today.

Without further ado, we present the finalists for Daddy, Mummy, Pet and PR & Comms at the Vuelio Blog Awards 2018:

Daddy

  • Dad Blog UK
  • Daddacool
  • DIY Daddy
  • Slouching Towards Thatcham
  • The DADventurer
  • The Yorkshire Dad

Mummy

  • Boo Roo and Tigger Too
  • Mum in the Madhouse
  • Rainy Day Mum
  • Slummy Single Mummy
  • Toby & Roo
  • What the Redhead said

Pet

  • Adventures Of Monty Dogge
  • Bionic Basil
  • Eva and Amelia’s World
  • Katzenworld
  • Marcel Le Corgi
  • Steph & The Spaniels

PR & Comms

  • MK
  • NevilleHobson.com
  • Power & Influence
  • PRExamples.com
  • SarahHallConsulting
  • Stephen Waddington

The full list of finalists across every category is available here.

If you have any questions about the Vuelio Blog Awards, including how you can get involved, please don’t hesitate to get in touch

Blog Awards announcement

More finalists revealed for the Vuelio Blog Awards

Finalists for the next five Vuelio Blog Awards categories: Beauty, Food & Drink, Interior Design, Political and Wedding have been revealed.

The Vuelio Blog Awards are the industry’s most respected awards – independently judged and coveted by bloggers throughout the UK. Taking place on 30 November, this year’s event promises to be the biggest and best yet – with the finest dining, death-defying acts for your entertainment, and the greatest awards ceremony on the planet.

Tickets for the Blog Awards are still available online – click here to get yours today.

And now, what you’ve been waiting for, the finalists for the next five categories for the Vuelio Blog Awards 2018:

Beauty

  • A Model Recommends
  • British Beauty Blogger
  • Caroline Hirons
  • Hayley Hall
  • Pixiwoo.com
  • Really Ree

Food & Drink

  • Eats Amazing
  • Elizabeth’s Kitchen Diary
  • Hungry Healthy Happy
  • My Fussy Eater
  • Recipes From A Pantry
  • The Curry Guy

Interior Design

  • Abigail Ahern Blog
  • Dear Designer’s Blog
  • Love Chic Living
  • Mad About The House
  • Swoon Worthy
  • The Design Sheppard

Political

  • Bella Caledonia
  • ConservativeHome
  • Guido Fawkes
  • LabourList
  • Slugger O’Toole
  • Wings Over Scotland

Wedding

  • Bespoke Bride
  • Boho Weddings
  • Love My Dress
  • Rock My Wedding
  • Rock N Roll Bride
  • Whimsical Wonderland Weddings

Check out the finalists for the first five categories: Men’s Fashion, Women’s Fashion, Health & Fitness, London Lifestyle and Travel & Leisure here. Keep your eyes peeled for the final category announcement tomorrow!

If you have any questions about the Vuelio Blog Awards, please don’t hesitate to get in touch

Webinar

Pay to Play: fake followers, fraud and the ethics of influencer marketing

Is your influencer marketing a hit? Or are fake followers plaguing your results?

Ethics in influencer marketing has never been so visible or discussed; just today the issue raised its head again, with Love Island’s Olivia Buckland the latest Instagrammer to have a post banned by the ASA for not clearly labelling it as an advert.

But disclosure is just one problem facing bloggers, vloggers and grammers, and the PRs and brands collaborating with them. There’s also fake followers, paid-for and earned media, and influencer fraud to navigate – and that’s before you create a killer campaign and measure its success.

That’s why our next webinar, with special guest Scott Guthrie, is going to guide you through the choppy waters of modern influencer marketing, so you know how to find the right content creators to work with to produce real results.

Pay to Play – Fake Followers, Fraud and the Ethics of Influencer Marketing
Date: Wednesday 24 October 2018
Time: 11:00 – 11:30 BST

Scott is the former Ketchum digital director – influencer relations, and now works with brands, agencies and platforms to generate meaningful results from influencer marketing. Scott is also a Top 10 UK PR Blogger, writing about influencer marketing analysis, insight and best practice guides at sabguthrie.info.

Sign up to this webinar to learn:

  • Top tips for spotting and avoiding fake influencers
  • What you need to measure to prove your campaign’s success
  • How to engage your audience to make your influencer marketing a success