Which products are most likely to be bought second-hand this Christmas?

In effort to support Brits with the cost-of-living crisis, national coverage on how to budget for Christmas has increased by 486% since last year. Alongside this, discussion around ‘side hustles’ is up by 326%, with the resale of both luxury and high street goods as the leading topic of interest in this area.

During October, 186 national new sources reported that 60% of Brits plan to spend less this year. Furthermore, a widely distributed eBay report shows that 62% of luxury shoppers actively selling on second-hand sites have resold a luxury accessory for a profit. This rapid growth in resale is undoubtedly an international trend, with over 200 international newspapers across the UK and North America referring to it as ‘investment’, which some consumers ‘consider a safer store of value than stocks’.

Since the start of the cost-of-living crisis, the social acceptance of second-hand items has been widely discussed across general and retail-industry news. Between 27 and 30 October, the headline ‘Brits are no longer embarrassed to charity shop’ was syndicated across 89 national and regional news sources, while Oxfam were quoted 72 times in saying that ‘second-hand books are at the top of people’s wish-list’.

Key Takeaways 

  • Coverage on second-hand high-street/designer resale ‘side hustles’ is up by 326%
  • Research suggests Brits are no longer ‘embarrassed’ to purchase or gift second-hand items
  • Electric and cosmetic goods are some of the most likely to be refurbished or resold
  • Low-cost high street and supermarket items are producing higher resale profit than luxury items
  • National outlets are most interested in how brands are entering the resale market, whereas local/regional outlets are engaged in specific case studies of consumers budgeting and third-party resellers

Why are consumers rushing to resell low-cost items?

While the resale of luxury goods is gaining record-high interest, it is not the only sector affected by the dovetailed growth of inflation and independent resellers. Second-hand high street products are receiving a   significantly higher level of coverage, with national publications particularly interested in specific examples of high profit margins on low-cost items.

For example, Aldi’s ‘Kevin the Carrot’ toy caused the second-biggest upsurge in low-cost resale coverage throughout November, when 222 national and regional articles reported consumers successfully reselling it on eBay for up to £1,000. Similarly, 168 regional and local news sources wrote of how Primark’s Stranger Things range has returned to stores after reselling for up to £150.

Share of Voice: Top 5 resale brands

*Data analysis of all second-hand UK brand coverage with mention of the cost-of-living crisis or luxury/high street resale between 17 Oct – 21 Nov.

Over the last month, eBay has continued to lead the conversation around both luxury and high street resale. While 38% of coverage is a passing mention, 52% was positively attributed to the brand’s new pre-owned store in New York – where consumers can use ‘luxury as currency’. This term was featured in 92% of the total 686 UK headlines, which later evolved into a phrase used by international publications for the wider movement towards luxury resale.

Meanwhile, both Vinted and Depop’s coverage was between 40% and 50% passing mentions, while 32% of all resale brand coverage mentioned them both within the body of the article. Some of the most common examples were case studies in general news publications and research articles in PR and comms outlets. The overarching theme has been how both brands offer quality and affordable Christmas gifts in the cost-of-living crisis, which leveraged an 88% positive sentiment rate on this coverage.

Which brands are most mentioned within resale coverage?

*Data analysing mentions of all luxury and non-luxury brands within second-hand and resale coverage between 17 Oct – 23 Nov.

The risk behind refurbs

Since 17 Oct, the Vuelio Insights team has identified 1,862 articles discussing resale products across UK news and industry publications. Within 8% of this coverage, consumer charity Electrical Safety First (ESF) were quoted in a widely repurposed article titled ‘Cost of living pushes shoppers towards second-hand electrical goods, says charity’.

Furthermore, Dyson was most often mentioned as the product worth buying second-hand. For example, ‘Refurbished Dyson airwraps on sale at eBay in time for Christmas gifting’ was published by The Independent on 21 November and has been syndicated 102 times since. Dyson is the certified seller of these refurbished products, meaning this coverage is not as much of a loss to the brand as if it were a third-party seller. However, because of this peak in refurb interest, local and regional outlets have started picking up on ‘horror’ stories on the most sought-after brands. Almost 200 articles with similar headlines to ‘Ebay won’t refund my £475 faulty  Dyson airwrap’ and  ‘Amazon Prime Day £35 hair styler shoppers say is ‘much better’ than Dyson Airwrap’ have ultimately outweighed Dyson’s positive coverage as a certified eBay seller.

The CEO of second-hand tech seller Back Market has been heavily quoted in coverage around electric resale, stating that its ethos is to close the ‘trust gap’ and ‘make refurbs cool’.

Third-party partnerships

As for the fashion brands mentioned within resale coverage, 86% of the discussion is tied to global retailers partnering with third-party resellers as a means to offer second-hand luxury items. While many designers refuse direct distribution of their products, over 448 publications across general news, fashion and beauty have reported on the growing availability.

For example, Louis Vuitton, Chanel, Hermès, Prada and Gucci were mentioned in 289 headlines between 16 Oct – 30 Oct when Amazon announced it would be listing the brands’ bags as part of its Luxury Store launch, through second-hand distributor What Goes Around Comes Around.

Amazon was not alone in its well-timed partnership, in among this courage Primark was also praised for a similar launch. Between 18 Nov and 23 Nov, 82 news and fashion publications shared 106 articles about the high street store’s ‘WornWell’ collaboration with The Vintage Wholesale Company. As a result, brands often spotted there such as Burberry, YSL, Tommy Hilfiger, Nike, Converse, Levi’s and Dr. Martens have all received a significant upsurge in passing mentions.

Competitor strategies

In a bid to compete with the likes of eBay, many high street brands have attempted to regain control by promoting or launching their own resale and refurb lines. For example, Zara received a significant peak in coverage from 18-28 Oct following the announcement of its repair and resale shop ‘Pre-owned’. Similarly, Coach was mentioned in 86 regional outlets 26-28 Oct, following the opening of its London pop-up ‘Tomorrow’s Vintage’.

On the other hand, some brands are opting to take the consumer-led route. For example, local and regional outlets have used the phrase ‘Bargain Box’ in 102 headlines since 20 October, referring to return palettes that can be bought from John Lewis, Argos and Very. M&S is leading coverage around fashion rental, a proactive peak in coverage at the beginning of November following a successful press release on ‘putting value and versatility at the heart’ of its rental collection. This quote was used in 56% of the total 202 national and regional news articles until 5 Nov.

What are the most common types of coverage?

*Data analysis of all luxury and non-luxury brands within second-hand and resale coverage (1,862 articles) 17 Oct – 23 Nov.

Since 17 Oct, the highest-reaching resale coverage has been produced by general news, celebrity/gossip magazines, tech and business publications. Aside from the wider industry discussion of ‘luxury as currency’ and high street resale strategies, product reviews were one of the most prominent article types and are up 62% from 2021. These articles are comparative in nature by putting a luxury product against a budget alternative, i.e. ‘Aldi shoppers rave over Le Creuset dupe’. Alongside Dyson, brands like The North Face, Adidas and the White Company were found within a collective 369 articles similar to this.

Case studies have also increased by 8% since last Christmas. The cosmetics industry has gained the most awareness within this coverage, primarily due to headlines like ‘Makeup Artist saves hundreds buying second-hand makeup on eBay’ which was shared 86 times by local and regional news outlets. This increase produced an upsurge in resale risk for brands like Dior and Charlotte Tilbury.

Unaffected markets

Given the level of investment from second-hand brands and retail competitors, the rise of luxury and high street resale is not predicted to cool-off any time soon. However, this is not a call to action for all brands.

Unlike the pandemic, the cost-of-living is not a crisis that affects everyone equally. Over the last month, 16% of coverage approached the resale discussion from a wealth perspective. For example, an article by The Independent titled ‘Luxury goods boom in Britain as the young, rich and mortgage-free buck the recession’ explored how high-end watches are now seen as an ‘investment’, when they are purchased new by consumers for the purpose of profiteering.

James Ison, the self-styled Deal Maker For The 0.1%, was quoted 89 times within this coverage when he stated that that those who can afford very high-end luxury products appear to be ‘having a Yolo moment’ following the pandemic, often ‘spending five figures in an afternoon’. This consumer psyche also appears to take place outside of retail, such as the emergence of ‘The Lipstick Effect’ within the dining industry.

Vuelio’s Top 3 Recommendations

  1. Measure the crisis – Take some time to measure the impact of inflation in your target market(s). Following the pandemic, many brands have automatically applied another blanket crisis comms strategy to their entire audience, even though the degree of financial struggle varies greatly. If you are a very high-end luxury brand, the likelihood of consumers investing and profiting on your products is a greater risk than a visible loss in revenue.
  1. If you cannot beat them, join themResearch how prominent your brand is within resale media coverage and on second-hand sites. If you find your brand is at risk, the success of Zara, Coach and M&S’s rival lines suggest it would be better to invest in the trend than attempt to eliminate it.

  2. Prioritise sustainibility comms While cost-of-living is the leading reason for the rise in second-hand purchases, resale will likely hold value long after the economy stabilises. Over the past year, sustainability has transformed from an ethical preference to a consumer demand. It is the most-used word in relation to ‘The Rise of ESG’ and, as over half of Brits worry about the impact of Christmas on the climate, it will continue to hold an important place in the lifecycle resale trends.

Want to know more about this data or how media insights can support your PR and communications? Find out more.

Vuelio is proud to be supporting AMEC’s Measurement Month – a month-long focus on best practice and new emerging trends in the measurement and evaluation of communication. Check out all the Measurement Month events here.

How to break into the news cycle

Finding a new angle: How to break through a busy news cycle

The cost-of-living crisis, ongoing changes in the UK Government, the invasion of Ukraine, the World Cup (Joe Lycett), the Royals – it may feel like pitches unrelated to these subjects will struggle to find a place in the UK media right now, but there is a place for every story if you find the right angle.

At our recent Journalist Voices by Vuelio event, The Daily Telegraph’s Yolanthe Fawehinmi, Marie Claire’s Ally Head and freelance journalists Hannah Ajala and Isabella Silvers shared the opportunities for PRs reaching out to the media.

Before trying a tenuous link to the topics trending in the headlines when preparing to pitch, step back and switch up your strategy.

Watch the full Journalist Voices by Vuelio event here.

‘I’m going to be slightly controversial,’ opened Ally when asked about the media’s focus on particular story threads right now. ‘Perhaps PRs think that’s the case… but I don’t think it is’.

Working on Marie Claire as health, sustainability and relationships editor, Ally has a wide-reaching remit but a very specific readership she is writing for.

‘There are so many different publications, stories and angles out there, but it is all about getting to know the brand and what would be relevant to them,’ said Ally.

‘Marie Claire is about female empowerment, so you can put that angle on a story. Last month I got thousands of pitches with polycystic ovary syndrome (PCOS) angles, all with backing from doctors and registered experts, but I only got one with a first-person case study. It is finding that angle. If it is an awareness month, find something people might not be aware of.’

The lure of national newspapers, big broadcasters and high-circulation consumer mags are tempting when working to place a story – a front page or double-page spread in the Daily Mail/The Daily Telegraph/The Mirror/The Guardian is any brand or client’s dream – but extend your reach beyond them. There is a whole world’s worth of reporters writing for different audiences on differing topics.

Breaking into the news cycle very much ‘depends on where you are in the world,’ shared We Are Black Journos founder Hannah Ajala, who writes for publications all over the world.

‘This year alone, I’ve spent time in 15 different counties,’ said Hannah. ‘Pitching really depends on what is the main interest of the people in that country or society. Depending on religious groups, social class, what is trending – what the big story is in that country may not make global news.

‘You can find inspiration anywhere and social media is a really great place for tapping in without having to be there – hashtags are fantastic to use. There are so many ways of finding inspiration. If you are always on the hunt for an interesting story, you can find something.’

And on the topic of featuring in The Telegraph, Yolanthe highlighted the importance of paying close attention to audiences and determining what they will want to read.
‘I’m a features writer, so with features it is about putting a human face to a story,’ Yolanthe advised.

‘The Telegraph knows its angles and their audience is right wing – they know who they are; “pull your socks up” kind of readers. Work backwards from your intended audience. Over the past few months on my team, the focus has been politics, with the Government changing and the Queen’s passing. Those are big Telegraph stories – we didn’t write many stories outside of that. So know what the audience will need. What will dominate that publication’s news cycle?’

For whichever story you have to pitch, there will be staff journalists, influencers and freelancers who will find your contribution useful and interesting – just be careful to tailor what you have to their unique patches and working patterns.

As well as working on the branded content team at Hearst UK, Isabella freelances for the publisher and other brands including Stylist, Metro and Refinery29, and has her own newsletter called Mixed Messages. For her, pitching successfully is ‘all about the audience and what each brand is interested in’.

‘The Queen – everyone was talking about it, but Marie Claire would have covered it differently to the Telegraph. It’s all about finding what works,’ shared Isabella.
‘Menopause is such a big topic, for another example – Good Housekeeping and Red write-ups would be for an older audience, but for Cosmopolitan you would want a first-person piece on early menopause. Tailor your points for each publication.’

The ultimate aim for the media is the same as for PRs, whatever seems at first glance to be trending and taking over the news cycle – ‘All we want to do is create content for our audiences,’ says Isabella. Whatever content you have to pitch – find the right writer and an angle that will work for them and their audience.

Thank you to London Filmed for providing the AV for this event: Londonfilmed.com

For more on working with these journalists and advice on pitching to the media, watch the full event and check out our write-up on how Vuelio can help on the specifics.

Media trends in November on ResponseSource

What are UK journalists writing about? Media trends for November

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

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

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

Keyword phrases for October

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

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

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

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

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

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

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

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

JES Keywords by media type

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

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

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

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

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

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

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

The Good PR Pitching Guide

The Good Pitching Guide for PRs

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

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

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

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

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

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

Punteha van Terheyden, Lacuna Voices editor and freelance journalist

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

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

Lydia Wilkins, freelance journalist and podcaster with Conscious Being magazine

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

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

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

Henry Gee, Nature’s senior editor, biology

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

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

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

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

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

Saba Salman, Community Living editor and freelance journalist

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

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

Sophie Smith Galer, senior news reporter for VICE

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

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

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

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

Digital PR with Vuelio

4 tips for mastering digital PR

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

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

Download the full Digital PR Starter Pack from Connective3.

1) Learn from the best

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

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

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

2) Brainstorm

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

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

3) Download some data

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

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

4) Newsjack

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

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

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

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

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

Everyone has a podcast

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

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

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

1) Be genuine

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

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

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

2) Branch out and do something different

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

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

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

3) Turn off the business brain for a while

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

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

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

4) Remember the audience out there

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

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

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

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

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

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

Stakeholder Management

A guide to the benefits of Stakeholder Management

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

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

Press office management

1. Managing your press office

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

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

Vuelio Enquiries

2. Managing your messaging

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

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

Issues management

3. Shared banks of stakeholders

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

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

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

PR CRM

4. Crisis management

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

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

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

Stakeholder management

5. Reporting back

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

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

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

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

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

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

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

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

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

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

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

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

Holding social media to account

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

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

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

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

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

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

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

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

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

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

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

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

Journalism as a protected class

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

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

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

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

What PRs need to know about the future of journalism

What PRs need to know about the future of journalism

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

1) Locally-based spokespeople can rebuild trust

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

2) Brand affiliations are here to stay

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

3. Broader subjects will grab more attention

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

4. Publishers will be switching up data strategy

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

5. AI will free up journalist time

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

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

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

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

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

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

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

1. Give journalists what they need for their story

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

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

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

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

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

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

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

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

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

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

6. Remember who is at the centre of your campaign

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

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

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

JustGiving on the cost-of-living crisis

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

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

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

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

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

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

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

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

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

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

What have been some of your main successes recently?

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

How to measure the impact of your campaign with social listening

How to measure the impact of your campaign with social listening

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

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

Going beyond traditional metrics

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

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

Offering wider possibilities

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

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

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

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

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

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

Opening routes through crisis

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

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

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

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

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

Key takeways

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

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

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

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

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

Is radio or podcasting right for your campaign?

Is radio or podcast better for your campaign?  

This is a guest post from Phil Caplin, founder of specialist broadcast agency Broadcast Revolution, which offers talent sourcing, media relations, video and podcast production, media training and more.

Are you considering branching out into the wonderful and varied worlds of podcast and radio PR?

With nine-in-ten of us listening to the radio and podcast listeners increasing monthly, these aural platforms could be the perfect places to gain exposure for your brand. When choosing an audio medium for your marketing, here are the key differences between radio and podcasts to consider:

1) How they are consumed

How a consumer finds and listens to audio plays a vital role in how podcasts and radio shows are written.

People generally listen to the radio as a passive distraction while doing something else, such as driving, working, or doing tasks around the house. Podcasts, on the other hand, are actively sought out. That is not to say that podcast listeners are more active listeners; they will also choose to listen to podcasts while doing other things. However, they are more likely to listen to a show in its entirety and will stop and pick it back up again.

Radio shows are not always actively selected. While there are instances of people having strong loyalty to one station or presenter, people tend to drop in and out of radio shows and switch between stations if they are not interested in the music or topic that it is currently airing.

The live nature of radio shows means that even the most ardent listeners may be unable to tune into every show. By contrast, a fan of a particular podcast is likelier to listen to every episode in a series, as they are not constrained to a particular time to consume it.

There’s also a level of portability with podcasts that radio can lack, with most people downloading and listening to them on their phones. While radio can be listened to anywhere, it requires specific apps and a constant Internet connection, making it one of the least popular methods of listening to the radio.

2) Audience variations

Despite all of the exposure podcasts have had in recent years, radio remains more popular among the general public, with almost twice as many listeners. This may be down to how we consume radio: we don’t need to know what we want to listen to, and we can easily switch between stations. The radio stations know this and try to play various things to appeal to as many listeners as possible.

Podcasts are more niche, with hyper-focused topics, and tend to be discovered through other forms of media, e.g. social platforms or search engine results. When it comes to someone trying to find any old podcast to listen to (rather than a specific one), most are chosen by regularly updated charts or by word-of-mouth. However, it requires the listener to know what sort of thing they want to listen to.

Regarding generational differences in audiences, millennials consume the most audio content of any generation and listen mostly to music streaming and podcasts, while Gen X listeners prefer the radio. It is worth noting that while these are statistically correct, this will vary depending on factors such as topic choice, time of day, and personal preference.

3) Editing and moderation

While there is less formality to a podcast – due in part to the lack of regulations and expectations – there is a playfulness that comes from live radio and its unscripted nature (even when it is, in fact, scripted). Far from being negative, the inability to edit also means that listeners feel more involved with the show. This is helped further by the listeners’ ability to phone in or contribute to the show in real-time, something podcasts generally cannot do.

Podcasts are usually pre-planned and then edited afterwards, creating a slicker end product, but one which sometimes loses the personality that a live show thrives on. The editing primarily involves ‘stitching’ to remove filler words. However, it has become fashionable to include a blooper reel or to keep ‘cute’ mistakes in, in a bid to make the presenter and show more relatable.

Perhaps because of this lack of editing, radio remains the most trusted form of media, even in today’s world of general mistrust. This is significantly helped by the Ofcom regulations, which stations must adhere to to keep their licence. While some people listen to podcasts expressly because they are not regulated (and conversely see them as more trustworthy as mass media do not rule them), the general public still opts to trust radio more. This might also be down to the DIY nature of podcasts, which can make them appear to be a more egalitarian form of entertainment – although as more celebrities and corporations get in on the act, this is quickly changing.

There are also crossovers to consider. Many podcasts start as spin-offs of other media, such as the example of two actresses from the American TV programme The Office hosting a successful podcast discussing the show. This means there is always scope to use a podcast as a vehicle to expand other formats. Then there is the relatively obvious crossover with on-demand radio, when radio shows are available to download after broadcast. While this may not technically be classed as a podcast, they are usually found on the same platforms as downloadable or streamable content.

While podcasts can help you home in on hyper-specific audiences, it is always best to cover all your bases with a mix of podcast and radio PR. Radio will always help you reach a wider audience and people who may not have otherwise known of your brand. Still, podcasts can help you delve deeper into a topic, as they have more extended time allocations to one subject. The best course of action would be implementing a mixture of the two into your marketing campaign.

For finding the right podcast or radio show for your upcoming campaigns, find our more about the Vuelio Media Database.

Communicating the cost-of-living crisis with Katie Tait at Maggie's

Communicating the cost-of-living crisis: Katie Tait at Maggie’s

As budgets are being carefully considered and replanned in homes across the country, charities across all sectors are quickly redistributing their resources to help. One charity pivoting to keep up with the evolving needs of their community right now is Maggie’s – ‘everyone’s home of cancer care’, which provides free support and information in centres across the UK as well as online.

Maggie’s director of PR and public affairs Katie Tait shares how the cost-of-living crisis has impacted those fighting against cancer across the UK and how the charity has had to adjust to keep up with the increasing strains on the public:

‘People are more afraid of paying bills than their cancer diagnosis,’ shares Katie.

‘When you are given a cancer diagnosis, you should not have to be scared that you won’t be able to pay your bills’.

How has the cost-of-living crisis in the UK impacted Maggie’s work?

Katie Tait at Maggie'sWe are hearing a huge range of devastating stories from our centre visitors across the UK of how the crisis is hitting them hard. People with cancer already face a financial burden because of reduced income from being off work or unable to apply for work, greater heating (or, this summer, cooling) needs because of treatment and being at home during the day as well as dietary requirements. Added to that – the travel costs of getting to their appointments.

Our benefits advisors are seeing unprecedented demand and they can always find all the different pots of money available but sometimes someone is already receiving all they can. That’s where Maggie’s is so good – because of our wrap-around care, we can support them through the stress and anxiety that living on a severely reduced budget brings. We are hearing of people stopping treatment early or delaying treatment because of travel costs and our cancer support specialists can help them with those decisions and how to know what to prioritise.

What are the unique challenges you’re facing right now?

Everyone is feeling the cost-of-living crisis but our unique challenge is in making sure people with cancer and their families are prioritised. During COVID, we drove home the message that people with cancer were being forgotten through delayed treatments and surgery and that got a lot of traction.

We are now seeing the same thing and our message is the same. People with cancer must be prioritised because of the life situation they are in. When you are given a cancer diagnosis, you should not be scared that you are not going to be able to pay your bills.

What have been some of your main successes recently?

Our recent press campaign and survey on how the cost-of-living crisis is impacting people with cancer got a lot of media attention. We invested in research and a survey with OnePoll which found a really strong and shocking headline figure of people being more afraid of paying bills than their cancer diagnosis. We landed our research in the same week as the Ofgem report which meant there was a lot of noise around cost-of-living and so our quotes and figures and case studies got picked up everywhere. We had a strong CEO statement and our centre visitors lined up for interviews.
It really bought home how critical the cost-of-living crisis was going to be for people living with cancer and with it our message that Maggie’s was here for everyone.

What advice would you offer to charities hoping to be heard by politicians/changemakers on this issue?

Find some champions. There are a lot of MPs, so you need to find the two or three who will become your advocates and advisers. Really research their interests and what they can do to help. Make it easy for them with clear messaging and calls to action. Follow and comment on what they do on social media and give them good content to post.

Our relationship with Tonia Antoniazzi, the chair of the APPG on Cancer, meant we had a Parliamentary reception in Westminster, set up an early day motion on the importance of our support for carers and could be introduced to other MPs. The same goes for Tracey Crouch, whose experience of cancer meant she really understood what Maggie’s is trying to achieve.

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

We made sure we had all the components ready to go at launch – we had case studies, spokespeople briefed, regional breakdowns of our data and ready-made social media content all prepared so that when we issued our release, we could respond to incoming requests straight away.

We also had a statement from our CEO that summarised the press release, including key data that we could send out reactively to any other cost-of-living stories as it’s such a hot topic.

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

We did a lot of work during our campaign planning to make sure we got our tone-of-voice right. This is something we’re really conscious of at Maggie’s and always strive to make sure the way we’re talking about issues is the way people living with cancer are talking about them too.

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

Which areas related to cost-of-living are underrepresented – what else should the media and politicians be reporting on?

There’s a lot of talk, rightly, about how the cost-of-living crisis is affecting those from lower income areas and older people, but not much about how it is impacting people living with cancer. We also know that people in lower income areas have a higher rate of some cancers, so it really is a double hit.

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

I think the media is doing a great job in covering how the cost-of-living crisis is impacting normal people. Broadcast media is the best way to hear real people’s stories, so for us having people who were happy to be interviewed on the TV and radio was important and hearing those stories straight from the people living them helps to bring home how hard the situation is.

The place that the real conversation is happening though is social media. Our Facebook posts, in particular, got a lot of attention and some really heart-breaking responses – all of which we can follow up with directly to make sure we are supporting them as much as we can.

How important is PR/comms for helping the public on this and making change to policy?

It’s imperative. Getting such a wide range of media outlets meant we were reaching nearly one million people with direct information about people with cancer and the cost-of-living. As we all know, an editorial carries far more punch than an advertorial – getting that Third Party Endorsement from media really does make an impact.

For more on campaigning for support throughout the cost-of-living crisis, read our interview with Love Energy Savings’ Rosie Macdonald on the company’s work with Lancashire-local brands including Robinsons to help families in the area.

Hear from Refuge, NSPCC and FareShare on how they’re navigated the crisis in our webinar ‘Communicating the cost-of-living crisis for charities’.

To connect with journalists reporting on your sector, find out more about the Vuelio Media Database and the ResponseSource Journalist Enquiry Service.

How to create the perfect PR pitch

Dear Gen Z journalist: How can PRs pitch perfectly to the media?

While there is no ‘Dear Deidre’ for PRs who need advice on pitching to journalists, any comms people with questions out there are in luck. We recently caught up with three up-and-coming freelancers willing to impart their wisdom in our webinar ‘What’s next? The new generation of journalists’.

Watch the full webinar

Here, freelancer and Journo Resources trainee journalist Hannah Bradfield gives advice on extra conundrums from PR people in need of help. First question, please…

DEAR HANNAH: ‘I work in comms for galleries in Scotland. I’m often sharing press releases and pitches to national newspapers based in London (which occasionally get picked up!) but how would you advise reaching out to young journos based down South when that face-to-face interaction is typically impossible?’

Hannah says: I think always start with an email that includes a brief introduction of who you are and what you do. If no reply, I think it’s definitely okay to chase up a couple of times. After email correspondence, you could organise a phone call or Zoom call (I personally prefer as face-to-face as the situation allows).

‘How much detail do you want in your email pitches from PR folk? Would you like us to suggest angles? I never know how to get the right balance! How do you prefer to be pitched? Do you prefer something short and snappy, with a release below, or a longer upfront pitch?’

Hannah says: I think one of the key skills to have as a journalist is to be able to find the best angle in any story. There’s no harm in suggesting an angle if you feel it’s strong or particularly relevant – or is just generally useful for the journalist to keep in mind. However, I think more often than not, journalists will – after some time spent thinking and researching – find and know their angle.

Again, I think as most journalists would probably say, the more information the better when finding an angle for a story. However, that definitely doesn’t mean noting down information for information’s sake. As long as all the info is useful and relevant, it’s best to include it – even if that means the pitch doesn’t come across quite as ‘short and snappy’ and takes a little longer to read (in my opinion).

Basically, in summary, I would say don’t feel pressure to be ‘short and snappy’ but also don’t write a long pitch for the sake of it.

‘Is there any ways for PRs to stand out to you when sending in press releases, and what style of press release is most likely to catch your eye? How important is the subject line in the email? Would you avoid reading the email if the subject line isn’t great?’

Hannah says: The subject line is always important – in almost any email-related scenario – but especially in journalism.

I wouldn’t purposely avoid reading the email if the subject line wasn’t great – but if it didn’t ‘jump out to me’ it would probably go under my radar/into the ‘I’ll read that later’ category, which I usually forget to come back to, unless prompted!

I think being succinct, informative and purposeful often fulfils the criteria of ‘eye-catching’.

‘Have you noticed how you work/your approach being very different to journos of other generations?’

Hannah says: I actually don’t really see it like that. In the newsrooms that I’ve worked in, things have generally seemed to ‘move with the times’ and I feel like journalists of different ages have been quite open to learning from each other in light of the ‘digital revolution’.

I guess that, in my experience, older journalists do seem to be considerably more confident speaking on the phone – whereas younger journos, myself included, are perhaps the most comfortable when talking to somebody face-to-face, whether that’s in-person or on Zoom. This is my own experience, though – I have heard stories about journalists of other generations who’ve been reluctant to see the importance of newer aspects of journalism like SEO, etc.

How important do you think journalism qualifications are now?

Hannah says: I don’t actually have any formal journalism qualifications. I think as long as you can build the experience, they don’t matter hugely unless you know exactly the route you want to take into journalism where an NCTJ is required (e.g., in a lot of local/regional newsrooms). Although, it’s definitely worth looking into the different ways you might be able to get a journalism qualification without having to pay – some newsrooms will pay for these types of qualifications if you’re doing on-the-job training with them, or there might be other entry-level jobs that involve training/a qualification/a wage, all in one.

Personally, I think experience is always the most important – and looking for experience as your first port of call is sensible because you might find out that you hate a certain role anyway, and then you’ll be glad that you didn’t get yourself into debt studying for a journalism qualification.

If you are gaining experience first, this will lead to industry contacts who will in turn be able to direct you towards journalism funding and schemes.

That said, if you find yourself in the situation where you are able to study for a journalism qualification – it will only add to your employability – especially if you have experience to show alongside it.

For more on pitching perfectly to the UK media, download our white paper ‘How to pitch to journalists’.

Find the right media professionals for your campaigns with the Vuelio media database, spanning national press, consumer and trade magazines, broadcasters, social media influencers and more – book a demo.

Cost of living crisis Love Energy Savings

Communicating the cost-of-living crisis: Love Energy Savings’ Rosie Macdonald

‘When a campaign takes root within the heart of the community, you are laying the foundations,’ believes Love Energy Savings’ senior digital PR strategist Rosie Macdonald.

In an effort to help those struggling in the Greater Manchester area during the cost-of-living crisis, the business utilities and price comparison retailer has teamed up with Lancashire-based brands to make a real difference. One initiative – distributing food to as many children in Bolton throughout the summer as possible while raising awareness of poverty in the area.

Tell us a bit about the initiatives you’re working on related to the cost-of-living crisis?

One of the campaigns we’ve launched is a programme to help provide one meal each working day to as many school children in Bolton during the summer holidays as possible.

More than a third of Bolton’s children are living in poverty and almost half (46%) of children living in the Bolton South East were living in poverty in 2020/21 – a figure which has only increased since the cost-of-living crisis.

Working with other Lancashire-local brands, like Robinsons, Dewlay and Fiddler’s Lancashire Crisps, we have put together donations to be circulated by Bolton Lads and Girls Club, a charity very dear to our hearts which helps provide activities, care and support to children and their families in the Greater-Manchester area. These meals are then delivered by a different Love Energy Savings volunteer each day and given to those who need it most.

We made sure to divide the donation requests into incredibly small quantities per brand, so that what we were asking for was so minute it would be difficult to refuse.

What have been the unique challenges you’ve faced with this work?

The logistical planning of getting all the food donations into the packed lunches and delivered by a LES volunteer each day to Bolton Lads and Girls Club for distribution was the initial hurdle, but the real challenge, funnily enough, was persuading local businesses that we weren’t trying to sell them anything.

It’s understandable why many would be wary of an ulterior motive, which is why we asked very small businesses for a significantly smaller quantity of items than a larger brand, which enabled them to get involved and still have their brand name attached to the project, should they wish. One local brand (Dewlay), actually donated double the amount of product that we asked for because of this.

What were your specific aims?

The aims of this campaign were two-fold. Firstly, and most importantly, we wanted to do something to alleviate the knock-on effects of the increased gas prices and the huge increases to the cost of living in our local community of Bolton.

The second purpose of the project was to aid in the regeneration of Bolton, something very close to our CEO Phil Foster’s heart. Phil has recently been a member on a Regenerating Bolton panel alongside other key pillars of the community and said: ‘To regenerate Bolton for a brighter future, we must invest in our youth to give them the best start we possibly can. We need to do this across everything from education and life skills all the way through to work.

‘However, children can’t concentrate when they’re starving and learning to skip meals is not one of the life lessons we need to be teaching them.

‘When the cost of living is so high that increasing numbers of parents aren’t able to provide the basics for their families, despite doing their absolute best, as brands that’s when we all have to sit up, take notice and do what we can to help.’

What have been your main successes?

As the campaign is still part-way through we’re hoping for significantly more successes to come. We hope that when the campaign reaches its conclusion, one of these will be the increased awareness drawn to the issue of child poverty in the Greater Manchester area. However, it is already evident that one of the biggest wins will be the relationships forged with fellow Lancashire brands.

Building those relationships and contacts will enable us to do campaigns on a larger scale in the future. This will ensure that when we’re setting the next campaign into motion, we can point to the success of the previous and embark on a bigger, bolder endeavour.

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

Building a campaign that will reach the ears of politicians and enact change is no mean feat. Our advice would be to focus on the message and ensure that those your campaign is intended for remain front and centre.

Driving a thorough focus into the local area (if applicable) is the key starting point. When a campaign takes root within the heart of the community, you are laying the foundations.

Building strong foundations is incredibly key – from there you can diversify the angles you push, move onto national press and then become a part of the conversation on TV and media outlets. Lots of leg-work, a strong message and consistency are the most important ingredients for success.

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

Understanding the angles within your campaign is always step one. Once you understand the audience you can target accordingly. Different emails tailored for each angle and for each individual, coupled with follow-up phone calls is a winner.

Research is also vital. Knowing the right person to target, the right publication and timing are all factors that need to be juggled to achieve coverage success.

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

Common sense is key here, especially using language. Words like ‘impoverished’, ‘lower-class’, or any phrase that could bear negative connotations or pigeon-hole are an absolute no-go.

It’s also vital to treat the people you’re trying to help like people. It can be tempting to over-egg a story to play at the heartstrings of the public, but this has to be weighted with understanding that you aren’t just quoting statistics – these are real people’s lives.

When looking for case studies, forums and Facebook groups are a brilliant place to go to reach out, in addition to submitting case study ResponseSource Journalist Enquiry Service requests. Approach-wise, it’s always so important to be gentle and position your request as an opportunity for them to help share their story to shed a light on how bad the situation is for others – this goes hand in hand with acknowledgement. Understanding the difficulties and possible pride, shame or anguish that can be wrapped up in someone speaking to you is so important. Sensitivity will always get you further.

Which areas related to cost-of-living are underrepresented, in your opinion – what else should the media and politicians be paying more attention to/reporting on?

This winter we are likely to see a huge wave of people unable to afford to heat their homes. While this is being discussed, the alternatives – should immediate financial aid not be announced – are hardly touched on.

Public spaces and establishments open later are likely to see an influx of individuals looking to stay warm and save on energy costs. Are these places prepared? Are businesses and those with heated buildings doing enough to make sure they’re ready to invite people in?

Travel ingenuity also does not seem to be as widely covered as it ought to be. With petrol prices through the roof, what are individuals doing to save on costs? Have there been an increase in car-pooling schemes, or an increase in company cycle-to-work programmes? It could be argued that the possible benefits of increased fuel costs are not being addressed. Understandable, given how dire the situation is for so many who cannot travel in any other way – but what about those who can?

Have families hugely downsized the amount of cars they have? Are couples now sharing one car as opposed to two? Could this perhaps be a benefit to the planet and see a decrease in emissions?

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

There are so many to choose from. Miranda Bryant and Kirsty McEwan of The Guardian instantly come to mind. I do think a lot of top press are missing the tone, however. Money saving tips to save a few pence in a year seem to be rife, with the line between useful and absurdity often tipping to the wrong side of the balance.

How important is PR and comms for helping the public on this and making change to policy?

Incredibly important. PR is the man behind the curtain of the media – pushing for the right attention, ensuring journalists hear about the relevant news, the latest facts and figures. Without PR, a significant amount of information would never be seen by the general public.

For more on the communicating during cost-of-living crisis, check out our report on how the top six UK supermarkets are communicating inflation as well as how to implement a PR strategy for a local charity.

No PR budget? No problem

No PR budget? No problem: Using the Journalist Enquiry Service to gain coverage as a small business

Not every business has a dedicated in-house PR person, comms team or the budget to bring in an agency to do public relations – that does not mean it is impossible to gain coverage in the UK media.

The ResponseSource Journalist Enquiry Service is used by small business owners, sector-specific agencies, household brand PR teams and global comms teams alike. Whatever size your business – and whichever niche your service or products fall into – journalists are always interested in relevant contributions.

Want to get started with media outreach for yourself? Here is how to do it with the Journalist Enquiry Service (book a one week trial here).

1) Be confident

A steady stream of requests from journalists to your inbox – if you do not have much experience with doing your own PR, it can be intimidating. Not every request that comes through will be one you can help with – look through them and reply to those that sound relevant to you. As long as what you are offering can help the journalist, you have got nothing to lose.

2) Be straightforward

There is no specific way to start a conversation with a journalist that you will not know about if you haven’t got a qualification in public relations – just offer the journalist what they have asked for if you have it. Outline what you have for them clearly, concisely and politely; no fancy jargon needed.

3) Be speedy

Each request sent by a media professional via the Journalist Enquiry Service will have a deadline. As with any project that has a deadline, it is better to get started sooner rather than later. See a request you can help with? Put together your response and send it straight away; don’t wait until tomorrow when the journo’s feature could already be filled with contributions from others who got in touch super fast.

4) Be ready with images

If you have images (or even video or audio) that go with your contribution – of your product, spokesperson or event, for example – upload them to a file sharing service (like DropBox, WeTransfer, or Google Drive) and include a link in your response. Not every journalist will need an image for their story, but give them the option just in case. One definite don’t for images, though – attachments on the first email; that is a no-no.

5) Be generous with your expertise

Nobody can be an expert in everything, not even a journalist who has been covering a particular patch for years. They want expert comment from those with the know-how to fill their feature – if that is you, put yourself forward to help them.

6) Be realistic about responses

Journalists are incredibly busy people with busy inboxes – you will not get a reply every time you respond to a request. Even if you do not hear back from them, they will have made a note of your details if you are a relevant contact and may get back in touch for another feature. Every connection can be a future opportunity.

7) Be patient

Deadlines – journalists have plenty of them. In addition to the deadline they set for contributions – included on the request – they will also have a personal deadline for finishing their feature, and one for filing with their editor. That is not the end of the story, either… Each outlet has their own publishing schedule, with some working months and months ahead. You might not see your contribution for a while. In some cases, it might be cut during the editing process. Do not chase – just keep trying and trust you have made a useful connection in the media.

8) Be reliable and responsive

You are as busy as the journalists you want to connect with, but there is no excuse for ghosting, AKA offering information or an interview and then disappearing because you do not have time. Before you promise something to a journalist, make sure you can provide it. If you are acting on behalf of somebody else, make sure they can deliver, too.

9) Be regular with your activity

Media outreach is an ongoing activity, and one you will get more effective and faster at with experience. Set a regular time slot for yourself to go through requests and see what you can help with – if you fit it into your working week, it will become an automatic part of your business.

10) Be open to additional topics

Being quoted in the media is beneficial; even if what you are talking about is not directly related to your business, you are building your reputation. If you are quoted, the journalist will include a mention of your job title and perhaps a little about what you do. As well as building on your ‘personal brand’, you will also be known to the journalist as someone they can connect with for upcoming related features.

For help with your media outreach, get requests from UK media people straight to your inbox – book a demo of the ResponseSource Journalist Enquiry Service.

Want more advice on how to make the most of the service? Check out our previous advice posts:

How to respond to journalist enquiries
How to tackle vague requests from journalists
6 reasons to stop searching #JournoRequest and start using the Journalist Enquiry Service

City Hall Journalists

Inside City Hall – The journalists shining a light on London politics

Pictured, left to right: Callum Marius (MyLondon) Joe Talora (Evening Standard, LDR) Jessica Frank-Keyes (LondonWorld), Josiah Mortimer (MyLondon), James Cracknell (Social Spider).

For those outside of the Press Gallery, the inner workings of political journalism can seem like a closed-off and mysterious part of the media.

What does a typical day look like for City Hall journalists, how do they like to work with PRs and how does one get into this line of reporting?

ResponseSource community manager Andrew Strutt caught up with MyLondon City Hall editor Josiah Mortimer, founder of the recently-launched City Hall Journalists lobby, to find out…

City Hall journos are a close-knit group

‘Having worked in Parliament’s Press Gallery for a couple of years, I found it to be a really useful and supportive network.’
‘When City Hall moved east to Newham earlier this year, it got me thinking about provisions for reporters in the new building – which aren’t quite up to scratch.

‘Often people say that reporting in the UK is ‘London-centric’. This isn’t quite true – it’s Westminster-centric but a lot of what happens in devolved politics goes ignored.

‘There aren’t many of us covering City Hall, so it is great to be working together to speak with a louder voice, improve transparency and build the profile of GLA reporting. I wanted to get this network off the ground to shine a brighter light on London’s politics. Hopefully we can bring some of the best of the Press Gallery to The Crystal, adapted for today.’

No day is ‘typical’, but here is an idea of how things work…#

‘It will involve watching a committee hearing – whether that’s economy, planning, health or oversight/scrutiny.’

‘We work closely with the Assembly Members who are a font of knowledge on City Hall, and are – like us, in a way – there to scrutinise the Mayor, so there is a lot of interaction there. The Mayor has a lot of sway over high profile issues like transport and policing so we tend to trawl through new documents and data, and will often do one or two interviews with the Mayor a week. But the GLA impacts all Londoners, so we try to build links with as many community groups, activists, resident groups, unions and so on as possible.’

How PRs can work with those reporting from City Hall

‘I tend to primarily work with non-profit PRs – those at campaign groups and organisations affected by the GLA.’

‘In terms of for-profits, that will often be in a reactive way, getting rights of reply or checking facts. I enjoy writing the occasional review so will work closely with PRs for music, food or travel content. On getting in touch, I’m a big fan of chatting on the phone but a Twitter DM is usually a good way in – it is a good platform for a very succinct pitch. Please don’t send ten identical emails, though!’

The best part of working the City Hall patch?

Having started in the role last October, Josiah already has some highlights:

‘Getting to ride on the Elizabeth Line before it opened – Londoners had been waiting for it for so long. I was there on the day it opened, too – on the first train from Paddington, following the Mayor and revelling in the transport geekery.

‘Sometimes the highlights are also lowlights, in a sense. I recently did a London Assembly tour of Brixton speaking to market traders about the cost-of-living crisis. It was moving to hear what they’re going through, and it’s also my patch so great to get to know more of the community.’

Find out more about the City Hall Journalists group and its members here.

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

What's next? The new generation of journalists

‘Don’t talk to me! (email me instead)’: How to work with Gen Z journalists

It is a frequent ask from writers to PRs: don’t phone to pitch, don’t call to follow up on an email you have just sent. Unsurprisingly, it is no different for up-and-coming Generation Z journalists, the 25-year-olds (and younger) making their way in the media now.

That doesn’t mean young journalists are unapproachable. In fact, the three Gen Z freelance writers on the panel of our Vuelio webinar ‘What’s Next? The new generation of journalists’ love to work with PRs, fully appreciating what those in the comms sector can bring to their content. Provided it is not pitched in an ‘awkward’ way, of course…

Watch the full ‘What’s Next? The new generation of journalists’ webinar.

Here are just some of the insights shared by freelancers Zesha Saleem, Michele Theil and Hannah Bradfield on the internal workings of the modern media industry and how they like to work with comms pros.

1) Gen Z journos LOVE working with PRs (these writers do, anyway)

Freelance journalist Zesha Saleem – who has racked up commissions from Metro, British Vogue and The Guardian so far – considers PRs really helpful for her writing:

‘PRs do such an amazing and important job. I used to reply to every PR who contacted me – I try to reply to as many as I can now, but now I tend to reply to the ones I can definitely work on.

‘If I don’t reply, assume that I don’t have the capability to work on it. I don’t work five days a week; I do limited shifts. Sometimes PRs will email three or four times in a day. Journalists are told not to pitch the same thing three or four times… That’s just one thing I’d say to keep in mind…’

2) Young journalists see the common ground between PRs and journos

Michele Theil – currently under contract at the BBC and a freelancer for outlets including VICE and The Independent – understands just how similar job-related pressures are for both journalists and PRs:

‘I try to respond as much as possible – a PR friend told me people that take the time to reply are their favourite journalists. From my perspective, when I’m pitching to an editor, I hate not getting a response.

3) Don’t take it personally if you don’t get a response

‘Sometimes there are so many emails and not enough time in the day,’ added Michele.

‘I understand that PRs have to chase, but give us some time. Sometimes I don’t have the emotional energy to reply to things. I hope that no one ever takes it personally; I never ever mean it personally. It’s nothing to do with you or the content; just right now, in the moment, it’s not right for what I’m working on.’

4) To DM, or to not DM?

‘I prefer emails to be honest,’ said Zesha.

‘I don’t work all the time, so if it’s a press release, I’ll move it into a folder and get back to it later. My DMs are a mess, first of all. Things can get lost and sometimes I don’t open them until months later. Sometimes it’s something great that I can’t really work on anymore – definitely send an email.’

Michele agrees: ‘I mostly get contacted by email, which is great, especially when I’ve put out a call or a request. Sometimes I get a DM, and I’m not completely averse to that, but don’t be annoyed if I don’t reply to your DM. If I haven’t responded in a few hours, drop me an email because I’m more likely to see it there.’

5) Respect their work/life dynamic

Hannah, a fellow freelance journalist alongside her duties as a Journo Resources trainee prefers email for media outreach: ‘It’s just easier to regulate. With Twitter, the lines can be blurred a little.’

‘It offers a degree of separation,’ agreed Michele, highlighting the importance of maintaining a healthy work/life balance – hard for freelance journalists, and frequently an issue for PRs, too.

‘I can choose when I respond with an email – it gives everyone agency. A lot of our work blurs into our personal life as freelancers – give me the choice to reply tomorrow.

6) Media outreach: don’t make it awkward

What makes email so useful for media outreach isn’t just its convenience for journalists. It also skips any forced social interactions. Meeting up for coffee, offering to buy them a drink? Way too 90s/early-00s an approach.

‘Building long-term relationships with PRs is great,’ said Michele. ‘But I have this weird thing, when PRs offer to pay for everything. That’s nice; that’s lovely… but it makes me feel a bit awkward? It can be really awkward for people of our generation. “Let me buy you a coffee”. Like… why?’

And not to belabour the point, but before you pick up the phone to call them – rethink it.

‘Gen Zs don’t like phone calls – don’t talk to me,’ Michele joked.

Just email to start the conversation when you’re doing media outreach in future – it is less awkward for everyone.

Watch the webinar here for more from these three journalists and how they work with PRs, and check out more advice on pitching to different sections of the media in our white paper How to pitch to journalists.

Want requests from UK journalists straight through to your inbox? Book a demo of the ResponseSource Journalist Enquiry Service.

Six statistics about generation Z

6 statistics about Gen Z to consider when planning your next PR campaign

Are you engaging with Generation Z with your comms and campaigns? According to research from our latest white paper The PR guide to communicating with Gen Z, around a fifth of the UK PR industry aren’t yet factoring the under-25s into their planning – that’s a huge missed opportunity. 

Download The PR guide to communicating with Gen Z

Not sure how Gen Z differ to Millennials in their motivations and interests? Which social media platforms you should be investing your time in? The kind of content you should be creating to engage and inspire them? Here are six statistics about the age group to get you started:

1. Play

42% of Gen Z consumers would participate in an online game for a brand campaign, according to data from the National Retail Federation and IBM Institute of Business Value’s ‘Gen Z Brand Relationships global study’ from 2017. ITV utilised this by recreating its ‘I’m a Celebrity Get Me Out of Here’ castle in Fortnite, while plenty of other big brands have spaces set up in Roblox. Is there a way to incorporate gaming into your own upcoming campaigns?

2. Be social

Almost all Gen Zers (95%) use YouTube, half (50%) ‘can’t live without it’, while 69% of the Gen Zers use Instagram, according to findings from Ad Week’s 2017 report on the age group. Most valuable platforms alongside YouTube and Instagram – Facebook (67%), Snapchat (67%) and Twitter (52%).

3. Be quick and concise

Gen Zers have an eight-second attention span, according to research from Microsoft. That’s a whole four-seconds shorter than the 12-second span of Millennials. What they need from PR, comms pros and marketers are streamlined and concise communications, whichever platform you’re using. With this challenge comes opportunity – Gen Z has a high ability, and natural tendency, to multitask when consuming content. For engaging with Gen Zers busy streaming a show or film while tweeting about it on social media, check out this Vuelio webinar on utilising high and low involvement attention with Neuro PR.

4. Educate and empower

Over half (52%) of teenagers used YouTube and other social media channels for research assignments or school work, was the findings in the Pew Research Center study ‘How Teens Do Research in the Digital World’ – social sites aren’t just for entertainment or consumption for Generation Z. If your niche is in education, raising awareness or the third sector, don’t overlook social platforms as a way to connect with the younger generation. For more on making use of social media to raise awareness, check out how charities including Tiny Tickers and The Wildlife Trusts are doing it here.

5. Collaborate

Over three quarters (77%) of Gen Z employees are willing to be technology mentors for their co-workers, according to Dell Technologies research piece ‘The Gen Z effect‘.

Not quite sure how to work TikTok and other new(ish) technologies into your upcoming campaign set pieces? If you’re one of the 37% of teams that have under-25s on your team, as found in research for our Vuelio white paper, make the most of their skillsets and get them working on it.

6. Help them to create and communicate their message and motivations, too

76% of Generation Z believe they can turn their hobbies into a full-time career, according to this piece from Forbes.

With all of their ability to utilise and adapt to evolving communication styles, platforms and formats, Generation Z are born communicators and creators. They’re hungry for fresh content they can enjoy, interact with, add to and transform. That’s a lot of opportunity, and responsibility, for those looking to engage with and learn from them.

For more on how to communicate with and engage Generation Z in your PR and comms, check out the full white paper The PR guide to communicating with Gen Z