Sally Whittle

How to become a master of all trades with journalist, blogger, copywriter and PR trainer Sally Whittle

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Already well-known to blogging fans as the writer behind Who’s the Mummy, multi-skilled Sally Whittle is also an experienced B2B technology journalist, creator of copy and expert on working with influencers for PR campaigns.

Realising she could help PRs connect with journalists in more mutually beneficial ways after doing her own share of grumbling, Sally started her 101 workshops for PR professionals looking to improve their own pitching techniques and copywriting.

Now launching new 101 workshops to answer 2020’s big challenges in PR – influencer marketing and social media among them – Sally will share useful tools for measuring ROI, identifying and recruiting relevant influencers and creating impactful content. Regular collaborations with top journalists, PR execs and influencers keep Sally’s skills sharp – read on to start soaking just some of them in…

Tell us a bit about your journey from journalist, blogger, copywriter and now teacher of B2C/social media marketing?
I started my career as a writer then features editor on B2B tech magazines in the 1990s, and then became a freelance journalist and copywriter. I focused on business and technology for a range of B2B magazines, websites and newspapers, alongside copywriting for corporate clients. Like most journalists, I did my share of complaining about the world of PR. In 2002, I saw an opportunity and launched our first 101 workshops, where experienced journalists worked with PR execs to improve things like pitching techniques and copywriting. I also worked in-house at a PR agency as a writing coach for a couple of years.

After my daughter was born, I fell into the world of blogging, through my own blog. I spotted a gap in the market for a ‘media directory of bloggers’ and created Tots100, a community for parent bloggers. Over time, the community grew and expanded to cover travel, lifestyle and food, and incorporate Instagram and YouTube influencers. Today we have over 15,000 community members and we work with dozens of brands to help them with influencer outreach. Although it’s very different to journalism, my job is really still about telling great stories that will capture people’s attention.

In 2020, we’re launching new 101 workshops, which will focus on influencer marketing. It’s harder than ever to deliver and measure ROI on influencer projects, but our workshops will give delegates the tools to create campaigns that deliver ROI, and understand how to measure it. We look at all stages of influencer marketing, from identifying and recruiting influencers to understanding how brands can make the most of influencer content using SEO, tracking, licensing and more. Each workshop will also include top influencers, who will be on hand to offer their insights and experiences.

How did you get started with blogging originally, and what keeps you passionate about it?
I started in 2007, basically because I was a single mum in a new town. I didn’t have anyone to share my (obvs) hilarious stories with – so I wrote them on a blog. I’ve been blogging now for ten years and it’s changed a lot, but at heart my blog is still where I capture and share those stories and moments we’d forget about, otherwise. Sometimes I think about giving up, because parenting a teen is hard, and like most 14-year-old girls, my daughter finds everything I do completely embarrassing. But I love to write, and the longer I blog, the more I cherish that we have all those memories to look back on, and I value the friendships I’ve made with other people, online.

Which other blogs are you a fan of and recommend as great examples for those looking to start?
I would say my number one piece of advice is to do what you love. You see lots of people get into blogging and social media as a way to make a job, or get access to reviews, and so on. But building a blog with consistent traffic can be a long slog, and if you’re not enjoying what you do, it’s going to be a fairly miserable chore. I’d say, make content you would love to follow yourself. Our local farmer just hit 150k subscribers on his YouTube channel, and his most popular video is about muck spreading. So, you know – there’s an audience for everything.

I love influencers who know themselves and share THAT rather than fitting into a pretty preset-defined template. I love Tom Pemberton’s Farm Life on YouTube, and I also really enjoy following Jen Walshaw from Mum In The Madhouse on Instagram Stories, and Nicole Ocran for accessible style that has a personality. Alison Perry, too, who I think is a fantastic example of building an audience while still feeling like a real person you’d want to be friends with in real life. It’s such a skill to be able to do that.

Copywriting is an increasingly sought-after skill, and another way the worlds of PR and journalism are intersecting – how have you noticed the relationship between the two industries changing during your career and what do you think is next?
I think the worlds of journalism and PR are far more collaborative now than when I started out, because journalists often have less time and fewer resources. As a copywriter, I see that storytelling and strong, professional content is more important to brands than ever. When paid advertising is in decline, brands need new ways to connect with audiences, and things like thought leadership, community generation and user-generated content are increasingly at the heart of communications.

One of the skills highlighted in your workshops are working with influencers – how would you advise brands with picking the right influencer to work with?
One of the easiest mistakes in influencer marketing is to go with the ten biggest accounts in a particular niche. Sometimes, that’s fine, but I always advise clients to come up with a decent profile of who their customer is, and what influencers they’re following. The chances are your customers will live in different places, wear different dress sizes, and live in different sorts of families – don’t assume that just one sort of influencer will connect with those customers. We can identify influencers in virtually any niche, so spend time doing research. I actually love when a brand gives us a real challenge, like finding influencers from ten different cities who love yoga and drink whisky. Because those are the campaigns that end up really connecting with the audience.

What do you think are the benefits with working with influencers versus ‘traditional’ journalists?
Influencer’s audiences can be incredibly targeted, and a good influencer is an expert in knowing what content their audience will enjoy and respond to. There’s a connection that you don’t get in mainstream media.
That said, I’m very clear that influencer content isn’t journalism. I read a post on Instagram recently where an influencer described herself as a friendly, trusted sales associate and I think that’s a pretty good analogy.

Having previously worked as a computer/telco journalist, what are the parts of the tech media industry that you really miss?
I miss writing about emerging technologies, because there’s so much cool stuff going on, and I get a pang when I see old friends heading off to the big industry events. I still do some business/tech copywriting, though, so that scratches the itch, in some ways. What I do now can be exciting in a different way. This job has seen me sit down with bloggers in front of cabinet ministers to debate childcare for working parents, or meet with panels of doctors to discuss meningitis. And then occasionally I edit photos of chocolate biscuits made into penguins.

Do people working in the media, whether PR, journalism, social media or influence, need to have experience or skill sets that can work across each of the disciplines to be successful in 2020 and beyond?
Realistically, we’re all working on content, in one form or another. I think the skillset of a successful PR, copywriter or influencer has a lot in common in 2020. We all need to have excellent writing and communication skills, of course. But all of our jobs now require an understanding of things like GDPR and data handling. We all need to understand the technology that people use to consume content, and have a decent working knowledge of things like SEO, data analysis and structured content. Media as a whole is so crowded, with an increasingly sophisticated audience, and I think the people who will have the edge are the people who have those skills.

Find out more about Sally Whittle’s work at her website sallywhittle.co.uk and sign up for courses via tots100.co.uk/training.

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Film Blogger Spotlight: Sean Evans, Back To The Movies

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‘I’m getting on a bit now and the site is, too’ – we catch up with veteran movie blogger (and fourth in our Top 10 UK Film Blogs) Sean Evans of Back To The Movies.

With the BAFTAs behind us and the Oscars on their way, find out what Sean thinks of this year’s Academy Award nominees and which superhero movie gets his vote (sorry in advance, Cap).

How did you get started with writing about film?
I was close to turning 21 and my girlfriend at the time wanted to do something special to celebrate my 21st birthday. We had a think of some ideas and we thought that celebrity video messages would be a cool way to remember the occasion. I messaged various official sites and any agency emails I could find. I was surprised at the replies from people who didn’t know who I was sending video messages and even signed gifts. I had video messages from such actors as Jeremy Bullock from Star Wars, Thomas Nicholas from American Pie and Kane Hodder from Friday the 13th. Daniel Craig and Russell Brand even sent signed goodies via their agents.

As a result, I managed to not only get these messages but personal email correspondence with some well-known faces. It was then I had the idea to set up a website where I could interview these people and talk about movies at the same time.

What’s your favourite thing to post about on your website/blog?
I always love posting a good rant or rave about a certain production but interviews are my all-time favourite. Sitting down with an industry legend and just chatting movies is always a good time. I try to make the interviews as easy going as possible. My film site reviews films as fans would and not critics, so my interviews are exactly the same. A casual Skype chat, a quick trip to a local bar or even an interview after many, many drinks. No cameras, no PR agents telling them what they can and can’t say. Just a laid back, good ol’ fashioned chin-wag.

What makes the film/entertainment blogging community different (and better!) than others?
Every single person in this community is like a family. We support each other’s content, we share articles, we share links. We chat regularly on how we can help one another out. You only need to look at Twitter when you guys announced the UK Top 10 and everyone was there congratulating one another, regardless of which position we were voted.

If you or your team ever attend industry events and launches, what’s the most fun or weird one you’ve been invited to?
I always laugh when people say ‘team’. Everyone thinks the site is run by a team rather than a 28-year-old whose hair is turning greyer by the second. The site for 99% of the time I’ve been doing this is a one-man-band. I do get the odd bit of help now and again when I really need it but it’s literally just me.

I love being invited to film premieres, even better getting to walk the red carpet at the BAFTA awards every year. I’m also doing a lot of theme park and entertainment reviews lately so being invited down to be the first to ride a brand new rollercoaster or the first to experience a new attraction opening is amazing.

As far as weird places go, The Viktor Wynd Museum of Curiosity in London is certainly the weirdest place I’ve ever been. A museum of some of the weirdest items you’ll ever see in your life and even a celebrity stool sample collection. Safe to say out of every single place I’ve reviewed, that is the weirdest place I’ve ever been to in my entire life. But I’m a bit weird myself so aside from the stool collection everything else was pretty awesome!

With #oscarssowhite trending again, a lot of people were surprised at the lack of diversity in this year’s Oscar nominations line-up – what are your thoughts on this?
I was incredibly surprised by this year’s line-up. I thought for sure Eddie Murphy would be in the nominations for Dolemite Is My Name, Jennifer Lopez nominated for her incredible role in Hustlers. It’s a real shame. Cynthia Erivo is the only non-white performer in the entire line-up which is crazy to me! She fully deserves to be there and I wish her all the best.

It’s something that does need to be addressed but the academy should never bow down to an agenda because people complain. That’s when things get messy. For example, people up in arms that Little Women wasn’t in the mix this year and Greta Gerwig should be in the mix for best director – it wasn’t a film even close to being on the same level as the nominated films this year. It’s as simple as that. Just my opinion, of course. People should be there because of their talent and talent alone and not for agenda purposes – that’s why I was even more shocked by Eddie and Jennifer not being included, because their performances were incredible and that’s just naming two!

Do you agree with Martin Scorsese’s thoughts on superhero movies, and what do you think of Joker’s chances at the Oscars this year?
I wholeheartedly agree with Martin Scorsese. It was a big topic on Back To The Movies this past year. While I thought Infinity War was a masterpiece, the way they churn out 90% of these superhero films to make a quick buck is ludicrous. Some are so simplistic in their design, amped up with green screen scale and fan service to keep the comic book faithful salivating at a sequel or a new character being added in the next movie. Most (not all) of them aren’t cinema. They’re fluff pieces aimed at making money through simple means, and make money they do.

Joker, on the other hand, is cinema. There’s churning out film after film, year after year to dominate the box office and there’s films that are made with heart, direction, depth and acting that transcends the screen. Joaquin Phoenix will win the Oscar and he deserves every accolade that comes his way. One character and one character alone, not a movie stuffed full of them to the point where saturation of characters leaves us admiring the pretty pictures and technical achievements rather than the film itself (1917, anyone?). Joker is one movie you can look back and go wow, now that’s a cinematic experience. We get to know our character, in a weird twisted way relate to our character, explore his backstory and his character comes full circle, intertwined in a beautifully-crafted world with a near-perfect script. It’s rare we see movies like that nowadays. Especially superhero movies. While I agree with Scorsese for the most part, films like Joker are those rare golden nuggets that are released and put Scorsese’s theory to bed.

Favourite three films of all time?
Back to the Future, The Wolf of Wall Street, Goodfellas (with a special mention to American Pie for corrupting me as a child).

How do you work with PRs and brands?
To tell you the truth, this last year has been so strange. I’ve been working with so many brands it all becomes a blur. From Hooch to 4DX to Sony, it’s a whirlwind.

As I mentioned in last year’s interview, if you haven’t got a budget and want me to promote your product or service then please look elsewhere. I’m not starting out looking for content to publish, I’m getting on a bit now and the site is, too. If you want promotion, be willing to pay for it. Even now, to this day, many PR companies try to milk the free content. It does grind a bit.

For PRs looking to work with you and your blog/website, how would you prefer they approach you?
More than happy to get email through my contact form via the website.

What other blogs do you read (whether film-related or not)?
I’m a huge fan of Blazing Minds. Karen Woodham is one of the nicest people I’ve ever had the privilege of speaking to over the years. We’ve never even met in person and I speak to her more times than half of my own family!

Flickering Myth and Live For Films are always the sites I aim to be like. Lots of writers, lots of content, always reaching, always aiming, always achieving. That’s the mindset those guys give me. They set the benchmark for me to go out there and get my site on a Hollywood trailer or up on a billboard somewhere. Last year’s goal was to get my name on the cover of a studio movie; I achieved that. This year is getting my name on a billboard or even a bus station ad, at least. I’d be cool with that.

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Government announces plans to ‘make the UK the safest place to be online’

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A review of laws to increase accountability for online behavior in the UK has been announced by the Government in time for Safer Internet Day on 11 February.

Ensuring that legislation is keeping up with continuing evolutions in technology is just one of the challenges of the upcoming Law Commission review. That illegal online behavior should be held to the same standards and levels of accountability as offline criminal activity, particularly in terms of offensive content, has been championed by many, including The Daily Telegraph.

The role of social media in the posting and sharing of harmful content has been highlighted by the Culture Secretary Baroness Morgan, who has called on social media chiefs to be held responsible – and possibly prosecuted – for duty-of-care breaches. Ofcom will be appointed to enforce statutory rules that will require companies including Google and Facebook to protect children from potentially harmful content.

Whether the incoming laws will either be too ‘abstract or over-reaching’ in their purpose to be effective – a possibility warned by the CIPR – remains to be seen. ‘Accountability and effective enforcement is what is needed here,’ said CIPR president Jenni Field. ‘We would encourage more debate around whether personal liability will actually lead to firms being held to account.’

Read the full announcement from the Government on the review around online behaviour and offensive content and the PR industry’s previous response to the Government’s reversal on Article 13.

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Fitness Blogger Spotlight: Faya Nilsson, Fitness on Toast

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‘Stay hydrated’, ‘invest in sleep’ and ‘move more’ are just some of the top tips for staying in tip-top shape from blogger Faya Nilsson in today’s spotlight on Fitness on Toast. One tip Faya has picked up in her time in the fitness industry that she’d advise to stay away from, though? Eating a generous tablespoon of butter every morning… Read on for that as well as more palatable anecdotes from her life as a top fitness blogger.

How did you get started with blogging about fitness?
I originally started Fitness on Toast way back in 2013 as a place to share healthy and unusual recipes, nutritional tips, and to communicate informative workout ideas with my personal training clients, as well as to style fitness fashion looks. It was a way to share a lot of the information I felt I never got the time to share in the short one-hour slot with clients. I also used to take pictures when I was abroad and was often asked about my trips (where I stayed, and how I stayed healthy while travelling, etc.) so wellness escapes and active travel grew to become a thing on FOT, somewhat before the concept was popular. It’s awesome to see the world embracing fitness in so many ways.

What’s your favourite thing to post about on your blog?
I genuinely think I don’t have a favourite. What I enjoy the most is the variation of the different topics which often blend together – travel, fitness, fashion and nutrition. To me, that’s the nature of living a perpetually healthy and balanced life, where all aspects of it are underpinned by a wellbeing ethos. That said, telling the story of great travel, on occasion, can be quite standout – writing about an exceptional trip punctuated by world-class hospitality is something that I very much enjoy.

What are your tips for getting back into an exercise routine for those who’ve fallen out of it?
I’ve written extensively about this on my blog. My top tips would be…
1) Be realistic when setting goals – realistic weekly goals, as well as a realistic deadline (e.g. a three-month window), then break it down into weekly targets.
2) Be consistent – any change takes time.
3) Nourish your body with the most delicious healthy colourful foods. You don’t have to eat bland foods to get results!
4) Stay hydrated – 70% of our bodies are made up of water, so staying hydrated will make a noticeable difference after a few weeks!
5) Invest in sleep – the muscular and mental recovery will compound your ability to perform better during your next session.
6) Move more – it’s not ‘all or nothing’, but ‘as often as possible’. Take the stairs, power-walk to get your salad at lunch and just keep moving!
7) Stretch – it aids recovery, balance and releases built-up tension/stiffness.
8) Keep track of your progress – write down your workout so you don’t end up doing the same weight every week.

What makes the fitness blogging community different (and better!) than others?
I can’t say whether it’s necessarily ‘better’ than other communities; all have their own flavours and purposes. I think the fitness domain comes with its own set of unique challenges. The things I like about the fitness community is it can be very encouraging in the sense that people who genuinely are interested in fitness and have worked in the industry for a while can appreciate each other’s good work and spur one another on. I think it’s become more welcoming and less intimidating to people who are new to the industry in the sense that people can be very open with their struggles; it is increasingly accessible, and that is increasingly aspirational for more and more people.

Weirdest fitness trend you’ve tried/heard about?
I haven’t tried any of the super-exotic ones, because they tend to be diet-related and I like to pursue a more balanced approach. A client of mine was told to pursue the ‘high-fat diet’ and ‘eat a generous tablespoon of butter every morning’ – I thought that sounded pretty horrendous. I’d say I’m happy that some of the more extreme legging fashion trends have passed over now – mega-bold colours and over the top prints induced a sense of ‘hypnotic trip’ during a trip to the gym, or supermarket alike!

What are the best songs to have on your iPod to get you fired up to work out?
I LOVE Disclosure; the Settle album is still a favourite to work out to. Other than that, you simply cannot beat a bit of Taylor Swift for the spark of energy! And failing that, some classic old school Miguel Migs house will do the job very nicely indeed.

How do you work with PRs and brands?
I have an excellent agent at Storm Model Management, who acts as an intermediary for me. She and her team know the type of content I love to produce, and they help to field the outreach accordingly, which is an enormous help, as there is just too little time in the day to tackle all PR emails properly. When we decide on a super exciting project with an agency, then the fun part begins, and I love to get really hands-on at that point – that allows me to really focus on delivery on the creative side of things. Short-term or long-term partnerships – ambassadorial roles as well as hosting fitness classes. I’ve laid out the ways in which I work with marketers and PRs on a separate Disclosure page on my blog, which I think is an important manifesto to consider for any blogger.

For PRs looking to work with you and your blog, how would you prefer they approach you?
I would always prefer that PRs reach out via email, copying in my agent at Storm. The address can be found on my Contact page.

What other blogs do you read (whether fitness-related or not)?
I try not to read too many other blogs, as I think it’s somewhat of an occupational hazard. I mainly read Swedish politics, if anything online. If not, I stick to the old school traditional paper books. That said, occasionally I’ll dip into The Blonde Salad, A Blog To Watch, Sheerluxe, The Food Effect, AJ Odudu’s blog.

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CIPR says ‘change must come from the top’ in response to latest Parker Report on diversity

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The latest progress report by The Parker Review Committee, established to review how UK boards can improve their ethnic and cultural diversity, has found that 69% of FTSE 250 companies have no representation of ethnic diversity at board level. For CIPR’s Diversity and Inclusion Forum chair Avril Lee, the results ‘point to complacency and a lack of action’ and are unacceptable in 2020.

Established practice of ‘not actively encouraging talented minority executives and non-executives to choose roles in businesses’ within company cultures is highlighted within the full Parker Report. The negatives that come with ‘familiar and traditional recruitment processes’ are also underlined – how they reinforce status quos in promotional choices, fill teams with practitioners from similar backgrounds and experience levels, and allow lazy hiring practices to continue.
In light of the results, recommendations for companies from The Parker Review Committee include regular reporting on the ethnic diversity of boards and review of policies and efforts to retain and develop BAME team members.

That the current mix of talent within teams and on boards needs to be shaken up, and soon, is clear to the CIPR, who will publish its own research into the experiences of BAME professionals in March.

‘The Parker Report should be a wake up call to the PR profession,’ said Avril Lee. ‘Although progress has been made over the last three years, this progress is too slow.

‘I’m pleased the focus of the review highlights the cultural practices of businesses as a significant factor in failing to address the diversity gap at the top table. Our research comes to similar conclusions and, through the stories of practitioners, should shock the profession. The message is simple – the call to action is on every one of us but, as far as businesses are concerned – whatever their size, change must come from the top.’

Read the full response from the CIPR and download the latest Parker Report.

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An interview with Jade Delaney of Epoch Design, this year’s Creative Shootout winners

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Meet the winning team from Epoch Design who put together the pitch that impressed at this year’s Creative Shootout and won the opportunity to work on a campaign for Crisis. Creative writer (and copy crack shot) Jade Delaney takes us through the work that went into her and Marco (the planner), Tom (the team player) and Aaron’s (the A-gamer) A-Team-level entry.

Tell us a bit about why Epoch Design decided to enter Creative Shootout this year?
It’s a wonderful opportunity to get involved with a charity that does such a great job in supporting homeless people. It’s something close to our hearts personally and also as an agency.

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Who were the team working on the entry on the day, and what skills/experience did each person bring to the final pitch?
We have Marco, a skilled planner and talented public speaker. He brings the strategic story to life in a captivating way.

Tom, one of the creatives, is a strong conceptual thinker and a real team player. Tom approaches things with positivity and always manages to make us laugh.

Aaron is the daddy of the group, a creative well-versed in presenting and conceptualising ideas. He always brings his A game to new challenges.

And I’m Jade, a creative copywriter with a close link to homelessness, able to share my insights (I also bring snacks).

How did you come up with the idea for your entry?
We did our research before the big day. Reading accounts of people who had experienced homelessness and speaking to others who were currently sleeping rough.

As a group, we spoke about our hopes for the day. Agreeing that above all else we had to represent homeless people in a respectful way. We wanted to change the tone of the stories being told about homeless people, instead celebrating the diversity of people living rough or in transient housing, creating something positive and true to our approach as an agency.

Once we had the brief, Marco led the team in building the strategy and piece by piece we formed the story that would set up the creative.

We split into two groups, while Tom and Aaron started thinking conceptually, Marco and I went out to speak to people in London. We gained insights that would inform the next steps we took creatively.

Many rough sleepers in Bristol create art and even perform poetry for money. We wanted a way to showcase the talents of homeless people and put them first in the pitch. That’s when we found a poem written by Ian Smith, who at the time he wrote The Non-Existent Man was sleeping rough in Bristol. His poem really resonated with what we had found in our research. We decided to share this poem in the pitch and put the homeless community first.

Regrouping, we spoke through initial ideas and spent some time fleshing out the concepts. We created the deck and finessed the story.

What is the process like on the day, for teams thinking of entering next year?
It’s not your average day. It’s very intense, quite tiring, but a lot of fun.

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What are the advantages of having to put something together so quickly, rather than working on a pitch over a longer period?
The advantage of working under extreme time pressure is that it showed us how well we work together as a team. We didn’t work independently but together throughout the day, making sure to clearly communicate. We were open with each other, welcoming any ideas and also steering clear of being too precious with concepts. Focused throughout, we made sure that what we created aligned with our proposition.

Would you recommend agencies take part in competitions like this – what skills will they strengthen from taking part?
I would recommend it – it allows you to strengthen your bond as a team. It pushes you out of your comfort zone creatively to show an audience of 400 your initial ideas, without amends, in its raw state. The whole performance is very empowering.

At the end of our pitch, each one of us felt like we did our agency proud and ourselves proud. We all felt that regardless of the award we were already winners, in our hearts.

How will this win/what you’ve learned from taking part this year inform how your agency works in the future?
Epoch is a branding agency working with FMCG clients, often hosting design sprints. This style of working has equipped us to work well under pressure and maintain clear communication; perfect for the Creative Shootout.

Is the charity arena somewhere PR can make real change while creating interesting and important work?
At Epoch we put the consumer first, focusing on brand identity, communications and positioning briefs, exclusively for the FMCG sector. It’s a privilege to work on a campaign for Crisis because we see so many people sleeping rough in our home city of Bristol. Traditionally Epoch has created an Xmas gift for our clients, but over the last few years we have decided to put our efforts towards giving to charity. Last Christmas we donated £4,000 to a local homeless charity and we continue with our plans to support homeless charities as part of our CSR. It’s a crisis that can be solved and we believe it’s our duty to help make this happen.

What can we watch out for in your campaign with Crisis?
We are looking forward to forming a relationship with Crisis, learning from them and helping to create a campaign that really reflects their values and respects the wishes of homeless people. We’re excited to push our original ideas further and aim to create something that will help the community.

Read about the day of competition at this January’s Creative Shootout and get tips on creating successful campaigns on a budget with advice from charities Tiny Tickers and The Wildlife Trusts.

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Film Blogger Spotlight: Phil Edwards, Live For Films

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Film aficionado Phil Edwards blogs about movies of all genres as well as comic books, video games and TV over at Live For Films. Originally writing for his friends, but now drawing in fans from across the world, Phil shares his feelings about the films he loves and enjoys.

Film blogging isn’t all about reviewing the big hits, however – read on for Phil’s thoughts on getting more diversity up on the screen and in the awards season, and what shakes up a movie screening even more than sneaky secret vampires.

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How did you get started with writing about film?
I used to send my friends emails and messages about various bits and pieces of movie news. One day one of them said they loved it, but it was just too many emails for them, so they suggested I put it all on a blog that they could read at their leisure. It all started just for my friends, but it soon became read by people from all over the world. A surprise to be sure, but a welcome one.

What’s your favourite thing to post about?
I love posting the reviews sent in by our various writers as I always enjoy reading other people’s work. Then again, I love sharing news on new films and then interacting with readers on social media to see what they think of it all.

What’s the most fun or weird press event you’ve been invited to?
I remember there was a screening of a Spike Jonze short film that took place late at night on top of a multistorey car park that had been set up to look like a strange garden. Then there was a Jameson Cult Film Club screening of Hammer’s Dracula in Liverpool. That had a vampire prowling around the theatre where the screening was taking place. Oh, and a screening of Jaws in Liverpool’s Albert Dock had actors portraying Hooper, Quint and Chief Brody showing us their scars and singing to us all before the film started. I do love the imagination that takes place to make all of the experiences memorable.

With #oscarssowhite trending again, a lot of people were surprised at the lack of diversity in this year’s Oscar nominations line-up – what are your thoughts on this?
The main thing about films nominated by the Oscars is that they only get there because the studios push for them with various campaigns. The more money thrown behind a film, the more likely it is to make it through to the nominations. Things are only going to change over time as the old guard retires and new blood is brought in. We can all help by going to see many of the smaller films at the cinema. It is called the movie business for a reason and at the end of the day, studios will listen to the box office. We need to support the filmmakers we love and admire and make sure they get a chance to make more films. I think more people need to go out and make more movies and go and see more movies.

Do you agree with Martin Scorsese’s take on superhero movies?
I can understand his point about some of these comic book blockbusters taking out so many cinema screens on their release. However, I do feel they are still cinema, as is any film that you go out and see. Sometimes you need the light popcorn movie, other times you want a meaty drama, a screwball comedy and so on. Ever since cinema began there have been cycles of film types that do gangbusters at the box office. Gangster movies, gritty crime thrillers, westerns, sci-fi etc. and comic book movies are just another genre in the never-ending cycle. They will eventually decline in popularity and something else will take over.

Favourite three films of all time?
Rear Window, Jaws and John Carpenter’s The Thing.

How do you work with PRs and brands?
I share the news on various movies, review books, films, gadgets and more that PRs send over and basically build relationships with them. Sometimes it can be as simple as being sent something through the post which I tweet about, or a press release about a new film. Other times it can be a full feature on the site. This is all usually done via email and social media, but can involve meetings face-to-face.

For PRs looking to work with you and your blog/website, how would you prefer they approach you?
Emailing is usually the best way to get in touch, but messages via social media also work.

What other blogs do you read (whether film-related or not)?
When I am not working, I usually just check out art or cookery blogs. Never really any particular site.

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accesswellbeing: Yoga for comms

More downward dog for less deadline stress: Access Intelligence launches free yoga for the PR industry

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Need to unwind after work? With four in five people in PR and communications struggling with their mental wellbeing and a quarter having taken absence from work due to stress, anxiety or depression, Access Intelligence is opening its doors for a stress-free one-hour yoga class ‘accesswellbeing: Yoga for comms’ on 10 February from 6pm.

Open for free to PR and comms practitioners who sign up here, accesswellbeing is launching with the aim to inspire those in the sector to take action to improve their wellbeing. Already working with more than 3,500 organisations across the globe with a commitment to supporting the growth of the industry, Access Intelligence will hold the classes in its brand new offices in Hatton Garden, Farringdon.

‘Mental health is a significant issue with impact on every aspect of our industry – from the battle for talent to creativity and productivity,’ said Access Intelligence chief marketing officer Natalie Orringe. ‘We all have a part to play in enabling our teams to keep healthy which is why we’ve launched accesswellbeing. Our hope is that we’re part of inspiring positive change that starts with encouraging people to take action to be healthier.’

Sign up for the first come, first served accesswellbeing: Yoga for comms classes here to join us on 10 February from 6pm.

Want more about mental wellbeing in PR and comms? Read our 7 tips for improving mental health in the industry.

Elle-Linton-Featured

Fitness Blogger Spotlight: Elle Linton, Keep it simpElle

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‘I feel like blogging opens me up to a world where I get to discover so many things, and sharing that journey of discovery is great,’ says Elle Linton of Keep it simpElle.

Read about the highs (tight knit community) and lows (thigh gap trend) of the fitness community and where Elle hopes to see improvement in 2020.

How did you get started with blogging about fitness?
After graduating from University (in Exercise Science) I found myself in a sport-related desk job. I was lucky enough to have a colleague who was active and encouraged me to take part in a project where I would be teaching fitness classes. That project grew and from it came the opportunity to be involved with various fitness events centred around the London 2012 Olympics. There was so much going on, I needed a way to share it all and hopefully get others inspired to get involved, so I started my blog.

Elle Linton 2

What’s your favourite thing to post about on your blog?
Personally, I love the variety that blogging brings and I enjoy creating all the content that I share. My main goal is to ensure the content is useful and has longevity so that gives me lots of room for creativeness. I feel like blogging opens me up to a world where I get to discover so many things and sharing that journey of discovery is great – be it the latest fitness technology, a new event or the latest superfood.

What are your tips for getting back into an exercise routine after the festive season?
I would say it’s pretty much like getting back to exercise at any point in time; starting a fitness routine from what probably feels like scratch can be difficult. The hardest part is starting so take that first step, be it booking into class with a friend for extra accountability or signing up for Parkrun or a Breeze ride. Once it’s done, you’ll be more motivated for your next workout. My other suggestions would be to make small changes, one at a time and to set yourself a goal with enough time to make success more likely.

What makes the fitness blogging community different (and better!) than others?
The fitness blogging community is a small world! Although I enjoy being a part of it, like most other industries it does have its flaws especially when it comes to diversity. I’d like to think, though, that brands and PRs working in fitness would want to be leaders in championing diversity and inclusion so I’m excited to see the landscape grow and change over 2020 to welcome a more diverse community.

Weirdest fitness trend you’ve tried/heard about?
I’m not one for trying trends, but I have seen a fair few things floating around on Pinterest and Facebook! The hip exerciser tool which promises to create a thigh gap and give you buns of steel has to be the winner for weirdest fitness trend, though! I’ve also seen resistance bands seem to be growing in popularity… I’ll be giving them a second chance in 2020!

What are the best songs to have on your iPod to get you fired up to work out?
If there is one thing I pride myself on when teaching, it’s always having a banging playlist! Here are a few of my current favourite tunes:

• Megan Thee Stallion, Big Ole Freak
• Lizzo, Tempo ft Missy Elliot
• Billie Eilish, Bad Guy ft Justin Bieber

Elle-Linton-1

Who are your fitness inspirations?
My biggest inspirations come from day-to-day life rather than looking to professional athletes. I’m a big fan of @laurabiceps, who is a London-based fitness coach specialising in strength training. I get a lot of running inspiration from people I know and follow on Instagram like @livdmc and @megerecooper. Cycling is pretty similar too… there are so many inspiring women out there including @anneleenbosma, @holly_seear and @ayesuppose whose journeys I follow avidly.

How do you work with PRs and brands?
I’ve really enjoyed working with brands and PRs over the years especially as influencer marketing has evolved. I’m always open to ideas, especially ones that can be tweaked to fit my brand and audience better. I created a page on my blog to share my media kit and upcoming editorial themes so any brand or PR can see what I have coming up and if they have an idea to work together they can easily get in touch.

Elle-Linton-3

For PRs looking to work with you and your blog, how would you prefer they approach you?
Email is definitely the easiest way; personalising it goes a long way, too. Direct messages on platforms like Instagram and Twitter can easily get filtered or just lost in the build-up meaning I won’t see them or respond as quickly. I’m always happy to chat on the phone, too.

What other blogs do you read (whether fitness-related or not)?
Currently I’ve been enjoying katykicker.com for finance related tips, thecuriouspixie.co.uk for travel inspiration and thephdrunner.com for running.

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PR measurement

How to make PR measurement relevant for your clients

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This is a guest post by Laura McReynolds, PR Account Manager at Missive.

As an industry, we’re more accountable than ever, but we can also measure and demonstrate our business impact more clearly than ever before.

Establish what matters
Step one: ask your client what matters to their organisational reputation and target audiences. It’s a simple step, but it can be easy to get swept up in the next big idea or interview opportunity without really thinking about what impact you will have on organisational objectives and how your work will be measured in the end-of-year review.

It’s difficult to make anything relevant to a client if you don’t know what is important to their business. Having a conversation to establish what success looks like before planning activity is vital. Not only will it help you track the right metrics, it also shows your client that you’re on their team and you’ll be able to help them have demonstrable impact to their key stakeholders.

Business objectives should lay the foundation for your PR and communications strategy. If the client wants to attract new customers, outline a process where you can track how many customer leads come in from PR activity. Ask for access to their sales team data and their Google Analytics before starting so you can suggest realistic KPIs around an increase in lead volumes, for example. Or if they want to increase their share of voice against competitors then set up to track media mentions and use SEO tracking to understand when the brand is searched for with a key term versus its competitors.

PR and social media are increasingly overlapping and this is good news for measurement. Online communications are easier to capture, track and analyse than offline, so the PR industry should be seizing this opportunity.

Measure for measure
The good news is that there is a plethora of tools available to help crunch the numbers and make them meaningful. As a basic starting point, media monitoring tools to capture media mentions and analyse sentiment, website analytics to help you put numbers against website traffic driven by links in media coverage, and social media analysis tools on the social media platforms themselves to determine reach and interactions.

It’s a numbers game
Goalposts – famously – move, and your client’s business aims can change throughout the year. Being outside of their business means you might not hear about it until it’s too late. It’s your job to make sure you use your results and approach to evaluation to keep PR relevant.

Regular reporting on the KPIs you agreed is a great way of aligning PR to strategic objectives – and also understanding which communities, messaging and results are most important. For example, finding out if the new CEO is actually far more interested in reaching the investment community ahead of a fundraiser than he is in getting in front of industry executives. Knowing this might have you pivoting from trying to secure a speaking slot at a tier one trade press event to calling up TechCrunch or activating a targeted LinkedIn campaign.

Measuring diligently and consistently is the best way to showcase your knowledge of what matters to your client’s business and prove the impact your work can have. A robust approach to measurement will help you embed with key stakeholders in a business and ensure you get the credibility, budget and recognition that you deserve.

Measure the success of your campaigns with Vuelio media monitoring and report on your activity with Canvas – keep on top of the coverage that matters to your clients.

PRCA Economic Barometer

PRCA Economic Barometer finds renewed optimism within the busy UK PR industry

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Results from the latest Economic Barometer show that a majority of PR leaders are optimistic about the wider UK economy for the first time since the 2016 EU Referendum, and that agencies are busy when it comes to new business.

Tracking industry confidence on a quarterly basis, the PRCA Barometer gathers opinion from agency owners and managing directors. In the 2019/20 Q4 report, revealed today, positive responses outnumber the negative for the 39 respondents:

– Net optimism for leaders’ own consultancies +43 (up from +21 in 2019)
– Net optimism for the wider PR industry +38 (+12 in 2019)
– Expectations for hiring +54 (+22 in 2019)

Other positives from this quarter’s Barometer include PR client budgets sticking at the same level (56.41%) or increasing (5.13% significantly and 28.21% marginally) and no respondents reporting a significant decrease.

38.46% of agencies describe themselves as ‘busy’ when it comes to new business, and 25.64% as ‘very busy’ (Reassuringly, no agencies taking part responded with ‘Very quiet’).

‘Our industry has always been optimistic about its future growth. But that optimism has been overshadowed in recent years by uncertainty about broader economic conditions,’ said PRCA director general Francis Ingham on the findings. ‘Happily, those clouds of concern appear to have been blown away.

‘For the first time in nearly four years, the PR industry is optimistic about the wider UK economy. To me, this is a pivotal moment, as economic uncertainty recedes, and overall confidence returns.’

Read more about the PRCA’s Economic Barometer here.

Lucy Edwards Paddle Pedal Pace

Fitness Blogger Spotlight: Lucy Edwards, Paddle Pedal Pace

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Get to know one of our top 10 fitness and exercise bloggers – Lucy Edwards of Paddle Pedal Pace. Having completed 25 triathlons at the current count, Lucy also recently qualified to represent Great Britain at the European Age Group Championships. Learn more about her journey from self-confessed ‘gym bunny’ to endurance athlete in our Blogger Spotlight.

How did you get started with blogging about fitness?
I started my blog in September 2013 as I had some time off between jobs and wanted a new project to keep me busy. I was inspired by other fitness blogs which I’d been following and decided I wanted to share my own thoughts and experiences.

What’s your favourite thing to post about on your blog?
I enjoy writing race recaps as it’s fun to relive the experience, celebrate the achievement and cement the memories in my mind. I’m told that my race recaps are useful for other people when they are choosing or training for a race, as it lets them know what to expect on the day.

What are your tips for getting back into an exercise routine after the festive season?
Don’t put too much pressure on yourself and ease back in gradually. It’s better to build up slowly than launching into a demanding regime in January which you won’t be able to sustain throughout the year. If you do have some big fitness goals for 2020, I’d recommend finding a coach or personal trainer to help you structure your training towards those goals.

What makes the fitness blogging community different (and better!) than others?
Honestly, I feel like the community has changed a lot over the years. Many of the original fitness bloggers who started around the same time as me have now closed down their blogs or moved in a different direction. I know a lot of bloggers who are feeling disillusioned with the influencer landscape currently. Having said that, there are still a few fitness bloggers who are passionate and knowledgeable about creating quality content.

Weirdest fitness trend you’ve tried/heard about?
Swimrun sounds crazy and I’d love to give it a go! You race in teams of two, alternating between trail running and open water swimming, but you don’t get changed for each section so you run in your wetsuit and swim in your shoes! It started in Sweden as a drunken bet (like many of the best ideas)!

What are the best songs to have on your iPod to get you fired up to work out?
When I’m doing a tough session on the Wattbike, I tend to listen to metal like Slipknot, Korn, System of a Down, Rage Against the Machine. Stuff I listened to when I was a teenager!

Who are your fitness heroes/inspirations?
I’m not hugely inspired by pro-athletes or celebrities – I find everyday people more relatable. Members of my triathlon club who are balancing training with work, families and a social life are my inspiration (particularly those who have got young children).

How do you work with PRs and brands?
I’ve worked with PRs and brands on a variety of campaigns including product reviews, press trips, sponsored content and social media promotion. I’m happy to consider any ideas for collaboration as long as they are relevant to my audience.

For PRs looking to work with you and your blog, how would you prefer they approach you?
Contacting me by email is fine. I always prefer when the PR has researched my blog and personalised their approach, rather than sending a blanket email about something which is completely irrelevant.

What other blogs do you read?
My friend Lisa’s blog Fat Girl Fit as she’s so passionate about cycling and a big inspiration.

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PRCA-Climate-Change

PRCA joins Advertising Association Climate Action Group to address climate change

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The PRCA has joined the Advertising Association, working in partnership with ISBA and IPA, to address climate change issues.

The Council will co-ordinate the efforts of the collection of creative industry organisations within two groups – the Climate Action Steering Group (CASG) and the Climate Action Working Group (CAWG).

Chaired by Advertising Association vice chair and EVP and general manager of Unilever UK and Ireland Sebastian Munden, the CASG is made up of representatives across the industry including the Marketing Society and The Marketing Academy. From March, the group will focus on initiatives to meet goals instituted by the UK Government across media, marketing and advertising. The three initial areas the CASG will focus on, alongside the CAWG group, are:

1. A report measuring the UK advertising industry’s carbon footprint and how it can be reduced
2. Developing options for collective industry action to encourage use of sustainable products, services, behaviours and messaging in advertising
3. Support of the ASA’s plan to explore how advertising regulation can aid with climate change concerns

‘Advertising accelerates behaviour change and can be a real force for helping drive sustainable growth and social good,’ said Advertising Association chief executive Stephen Woodford on the importance of the formation of the groups. ‘With ideas like this and many, many more, we have the opportunity to make a massive impact through the right action over the years ahead of us.’

‘Public relations and communications professionals have the power to shape public consciousness on climate change. But we also have a responsibility to ensure our own organisations operate responsibly,’ said PRCA director general Francis Ingham. ‘Our industry can make a genuine impact on this issue. As the world’s largest PR membership body, the PRCA is proud to be joining the Advertising Association’s new initiative.’

Interested in the industry’s work on climate action? Contact the Advertising Association via [email protected] for more information.

Facts, Fakes and Fast News

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The latest YouGov poll shows trust in the British media to tell the truth has declined, and less than half now believe BBC news journalists are honest and impartial. How can journalists restore public trust in the media? 

The rise in user-generated content and the dominance of search engines are shaping the news landscape with mainstream media now competing with inauthentic sources. While the European Commission and the UK Government have taken steps to tackle the spread and impact of online disinformation, fake news is a perennial concern for journalists with false stories spreading faster than ever on social networks. 

Our webinar, Facts, fakes and fast news discusses how journalists can debunk disinformation and to help regain trust in journalism. Joining the panel are Professor Charlie Beckett, Director of Polis and the LSE Truth, Trust & Technology Commission Department of Media and Communications, Alan Meban, Director of FactCheckNI and Alastair Brian, fact checker for the Ferret.

facts fakes and fast news

EU Copyright

Industry welcomes EU Copyright Law update

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The Government’s decision not to implement the EU Copyright Directive in light of the UK’s upcoming departure from the EU has been welcomed by the CIPR and PRCA.

The reforms, required to be implemented by EU member states by 7 June 2021, will see accountability for breaching copyright placed on companies that host the distribution of offending content – publishing companies, PR agencies, digital video networks and more. Negatives raised by those working in the media included the possible stalling of online engagement and the stifling of opinion on current events – the main tools of both journalism and public relations.

The move away from implementing the EU Copyright Directive in the UK, judged ‘a step backwards for internet freedom’ by the CIPR and a threat to ‘the core principle of access to information’ by the PRCA, is a positive for the PR industry and the media at large.

‘Users of copyrighted content have an obligation to the right-holders but these reforms are not the answer’, said CIPR CEO Alastair McCapra. ‘They are disproportionate to the benefits they will derive, fail to solve the issues around copyright online while negatively impacting internet-based businesses and the way we all use the internet.

‘We welcome the Government’s decision on this matter and would now urge them to publish details of how the UK intends to manage digital copyright whilst protecting against piracy.’

‘The Government’s decision not to implement the Directive is a huge relief for communications professionals in the UK,’ said PRCA head of communications Koray Camgoz. ‘In its current form, the Directive threatens paralysis on creative businesses that rely on the freedom and democracy of information on the internet.

‘We will always fight the corner of PR professionals threatened by these draconian laws and will continue to campaign passionately against the Directive on behalf of our members in Europe.’

Read the full statements on the decision from the CIPR and the PRCA, and click here for more on the impact the EU Copyright Directive and Article 13 could have on how news is shared and reported.

Creative Shootout winners 2020

Empathy, estate agents and a homeless epidemic – The Creative Shootout 2020

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Last night The Creative Shootout took over Picturehouse Central for the live final, which saw eight agencies take to the stage, pitching for homeless charity Crisis.

Crisis is well-known for its hugely effective Christmas campaign with a mission to end homelessness for good. The brief it brought to the agencies competing in this year’s Creative Shootout set out to challenge their creative minds and shift the perception of Crisis being a Christmas charity to one that works all year round. Focusing on 18-34-year olds, the campaign ideas were required to galvanise the public and shift their belief that ending homelessness is an impossible goal.

At lunchtime, the teams were presented with the brief and given just four hours to come up with a stand-out campaign before pitching their ideas in just 10 minutes to an audience of 350 PR professionals and creatives.

The pitches ranged from renting out doorsteps and sofas on Rightmove to FleishmanHillard Fishburn’s ever increasing bank of real-life stories about homelessness 365 days of the year. Wavemaker and Alpaca came up with campaigns that tapped into the needs of ‘Generation Rent’ utilising popular housing websites such as Zoopla and Spareroom, while Fever PR took it to the next level creating their own estate agents, Fauxtons, with real-life pop-up venues around the UK.

Empathy played a big part in all the campaign pitches with Haygarth using the shocking fact that a family is made homeless every 13 minutes and asking the public to give up just 13 minutes of their time to help those who are homeless, from hairdressers offering free cuts to partnering with footballers to donate 13 minutes of their wage.

TracyLocke came at the brief from a different angle and based its campaign around the idea of treating homelessness as a virus outbreak; they even gave it a Latin medical name, ‘Profugo Populus’.

Asking the audience to observe the flag at the start of their pitch, the team from Grayling took inspiration from a place that has ended homelessness: Helsinki.  With a clever tag of #FinnishTheCrisis and using the Finnish people to share their story of how they got rid of homelessness, they created the idea of the world’s first digital march, spreading the message across media sites, news and partner websites.

Taking home The Creative Shootout crown for its heartfelt and moving pitch was Epoch Design. This was its first time entering the competition but the campaign to give the homeless back their voice won the judges over. Engaging directly with a millennial audience, Epoch Design put the ‘invisible’ to the forefront with open mic nights with only homeless performers and a podcast channel that would give them a voice.

Epoch Design will get to run its winning campaign with Crisis as well as a range of partners and Crisis’s existing agency network.

We are proud to show our continued support for this fantastic event, which encourages creativity across the industry. Well done to everyone who took part and congratulations to Epoch Design!

Felicity-Hannah-Twitter-thread

How to pitch to freelancers

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Able to switch up topics, formats and focus quickly, freelancers are useful people to know when you’re a PR with stories you’d like to be translated and told. No editorial calendar, but also no time for calls, freelancers pitch and write, pitch and write. As journalist Felicity Hannah pointed out in her Twitter thread covering tips for PRs, freelancers require a very different approach to staffers.

We’ve gathered more tips from the freelance journalist community on how they work and – very importantly – how you can become a contact they like to see in their inbox.

1. Give freelancers time to get a commission
‘Now I’m freelance, I much prefer being approached with story ideas and interview opportunities, rather than straight news stories that I’m very unlikely to get commissioned on such short notice! Also, I know it’s been said before, but please get in touch by email – I’ve seen it, and if I don’t reply immediately, it’s because I’m busy. Plus, it can be awkward to speak on the phone when I’m working down the pub…’

Carly Page covers the technology sector and can be found tweeting @CarlyPage_. Check out her work at clippings.me/carlypage.

2. Personalise your approach for each freelancer and know what they write about before you get in touch
‘When PRs get in touch, it’s always more effective if they have looked at the kinds of publications I’m writing for and pitch something appropriate (it sounds obvious but I get so many press releases completely unrelated to any publication I’ve ever written for). I also really appreciate – and find most useful – press releases that are tailored to individual writers (rather than a general mailout). And, unless there is something new/timely about the story, I won’t be able to cover it. If a story is truly interesting, pull out what makes it timely to cover and let me know about it – I won’t necessarily have time to search it out myself (and as the thread points out, freelancers only get paid for words they write!).’

Mandi Keighran writes for travel, design and lifestyle publications. Find her on Instagram @mandikeighran and more about her work is on her website mandikeighran.com.

3. Face-to-face meetups are still a thing
‘I always like putting a face to a name and meeting up with PRs to gain a deeper insight into their brand, discussing key products and ways of working together too. I’ve always found this helps me build fruitful relationships with PRs. Also, email is always the quickest way to catch me over phone calls!’

Lauren Carbran is an award-winning journalist who writes about fragrance, beauty, lifestyle, kids and parenting, health and wellness. She can be found on Instagram @laurencarbranportfolio and @laurendaniellequinn and on Twitter @LaurenCarbran. For more about her work and to get in touch, visit her website laurencarbran.com.

4. Get in touch early if you’re pitching to a freelancer who writes for print
‘Understand how far in advance print works. I often get press releases for events taking place in a few weeks pitching for the inflight print titles I write for – most of which will have already gone to print! Get in touch earlier rather than later for the best chance of a story finding a home in print.’

Mandi Keighran

5. No one has time to chat about a press release
‘I do agree with Felicity Hannah’s point that there is no need for PRs to follow up on press releases if they haven’t heard back – personally, it’s either of no interest or I have filed it for future use. Although, I know a lot of people don’t even read their emails!

‘For me though, email is the way forward and was the way I worked on House Beautiful, too. When I was at Hearst, I rarely logged into my phone, and not many staffers do – no one has time to chat about a press release. It used to annoy me when PRs contacted me on my personal mobile at work too, especially when you are in an open plan office, although that has changed now that I am freelance. It does sound mean, but unfortunately, it’s really all down to lack of time.’

Alison Davidson is a freelance interiors and lifestyle editor, stylist, content creator, copywriter and blogger. More about her and her work can be found on her website alisonaddingstyle.com.

6. Make freelancing easier
‘I’d say it’s definitely better to email freelancers, rather than call. There’s nothing worse than fielding calls from PRs that start with a vague, ‘I was wondering if you’d had the chance to have a look at the press release I sent over?’ when your inbox in full of releases. The big difference is that freelancers aren’t being paid a salary to take the time out to answer the call. If your email goes unanswered, absolutely follow up a couple of times or even use Twitter. We definitely need stories and ideas as much as staff writers, and good PRs can make our jobs so much easier.’

Rosie focuses on health and wellness, food and travel, celebrity profiles and real-life stories. She can be found tweeting @RosieHopegood and more about her work is on her website rosiehopegood.com.

Find the right freelancer for your very timely, very focused, very email pitches with the Vuelio Media Contact Database.

Laura Sutherland

PRCA appoints Laura Sutherland as PRCA Scotland Group Chairman

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PRCA has appointed Aura PR chief and #PRFest founder Laura Sutherland CMPRCA as its Scotland Group chairman.

Laura will work with national coordinator Wilma Littlejohn MPRCA and vice chair and ORE Catapult head of communications Lee Madigan on the committee.

‘Lee and I are really looking forward to working with Laura,’ said Wilma. ‘The new strategy in Scotland will be to expand upon how we engage with our members and other trade organisations to benefit the wider PR and communications profession.’

With work across the CIPR at a UK national level and her work with PRCA at Scottish national level, Laura will focus on the coordination of activity across various membership organisations across Scotland. To start: a survey to better understand the needs of Scottish members concerning professional development, ethics, leadership and strategy.

‘Let’s crack on with being more brave, committing to professional development and pushing the Scottish industry forward,’ said Laura of her ambitions for developing what the PRCA has already achieved in the area. ‘The opportunities are huge and we shouldn’t waste any time in achieving our full potential.’

PRCA director general Francis Ingham MPRCA added: ‘As everyone who has been to #PRFest over the years knows, Laura Sutherland is a one-woman PR dynamo! We’re delighted that she is our new Scotland chairman and looking forward to further strengthening our offering to Scottish members’.

Laura is a previous winner of the PRCA Dare Award for PR Consultant of the Year (for 2018 and 2019). More on her appointment, and the Scotland Group, can be found on the PRCA website.

2020 Travel PR Trends

The biggest travel & tourism trends of 2020

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This is a guest post by Frank Marr, Co-founder, AM+A Marketing & Media Relations.

A New Year means a new set of trends that will define travel and tourism. AM+A’s team of industry experts give their predictions for the biggest 2020 travel trends to look out for…

Conscious travel and its effect on supply chains
As environmental concerns continue to dominate the public conscious, they will increasingly impact 2020 travel trends. Consumers want to reduce their carbon footprint and are expecting organisations to do more to help them with this.

The Guardian newspaper made a 2019 climate pledge and encourages readers to consider the environmental impact of their holidays. EasyJet now offsets carbon emissions by operating with a net-zero carbon flights across its entire network. Expect to see organisations increasingly considering their own supply chains and how they can better support the environment and local communities.

Tech travellers: Digital decision-making
2020 will see travellers put more faith in the hands of technology when it comes to holiday decision making processes. 59% of global travellers want technology to offer them ‘wildcard’ and surprise options to introduce them to something entirely new. 46% will use an app making it fast and easy to book activities in real time while travelling and 44% will use an app that allows them to pre-plan activities in one place.

AI is now at a place where it can offer new, exciting experiences to consumers based on preferences, previous trips and other key factors. Watch out for Hopper, Airbnb and Google Trips to all make big waves in this area during 2020.

Second City Travel Boom
Another way that destinations are seeking to combat over-tourism is by helping focus on alternative locations. The consumer desire for such experiences is also rapidly increasing. Expedia has seen a 200% rise in interest of Vinicunca (Rainbow Mountain) instead of Machu Picchu, highlighting an ‘alternative bucket list’ mindset.

According to Booking.com, 54% of global travellers want to play a part in reducing over-tourism and 60% of travellers are keen to have access to a service that recommends destinations where an increase in tourism would have a positive impact on the local community.

Embracing JOMO (The ‘Joy Of Missing Out’)
2020 has seen wellness, sustainable and responsible tourism all emerge as ways to combat over-tourism, and travellers are increasingly looking to get away from the generic for authentic experiences that evoke lasting emotions and connections with their travel.

A Sustainable Travel Report released by Booking.com last year stated 87% of travellers wished to travel sustainably and The 2018 Global Wellness Tourism Economy study predicts wellness tourism will be worth $919 billion by 2022. Forget the ‘fear of missing out’ – 2020 is all about the ‘joy of missing out’.

Greener, slower, deeper travel in 2020
We live life at a dizzying pace, and in 2020 reducing the speed of life, and specifically how we travel, will be more on the minds of global travellers than ever before. Booking.com claims 61% of travellers are looking to take a longer route to experience more of their journey.

Booking.com also suggested 62% of visitors want to go on a trip where transportation was part of the experience. This is evidenced by a 64% rise in consumer interest in taking historical train journeys such as the Flying Scotsman or Orient Express

Another factor to consider is the growing environmental concerns surrounding flying – 2020 will see an increased number of travellers snubbing short haul flights for train travel, specifically among Millennials and Gen Z.

To join a free training course on Sustainable Leadership Management featuring AM+A’s Frank Marr click here. Want more on travel? Check out the UK Top 10 Travel Blogs.

Sarah Barthet

Travel, Luxury and Lifestyle Blogger Spotlight with Sarah Barthet, Dukes Avenue

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Blogging about travel and luxury on Dukes Avenue has been Sarah Barthet’s ticket to freedom. Needing an outlet outside of her work in the corporate and male-dominated field of finance, Sarah started her blogging journey in 2018 and has now made it her full-time career.

Find out how time in the finance industry can help with becoming a successful blogger (the pitching and networking skills help) and what kind of experiences writing about luxury can bring.

How did you get into blogging and what does it mean to you?
I began my blogging journey in early 2018. I had heard about blogging before, but I had no idea that you can actually make a career out of it. I had been feeling unfulfilled by the world of finance for some time – the excitement I had for it ten years ago just wasn’t there anymore. Travelling and luxury goods have always been a passion of mine. Travelling specifically was something I knew I wanted in my adult life, but I was first introduced to luxury goods when I was 18. At the time, I worked in a perfumery while I was studying for my undergrad degree in economics. When I learned that blogging could be a viable career option, I started planting the seeds to make this my new career path. It wasn’t until July 2019 that I felt ready to say goodbye to finance and become a full-time blogger and content creator.

Blogging has been my ticket to freedom and it was my creative outlet in a world that was so corporate and male-dominated. I am now free to be myself, free to work on projects I am actually passionate about and free to create my own working hours. I’m also now my own boss – and you cannot put a price on that feeling.

Sarah Barthet Dukes Avenue

In what ways does your background working in finance influence you in your role as a blogger?
While I no longer enjoyed working in finance towards the end (just because I knew where my passions lay and it wasn’t in stock markets!), I am actually very grateful for everything I learned and experienced in those ten years. I had always worked within investor relations and business development, and that also meant that I initially had to prepare monthly newsletters, update the firm’s website, create pitchbooks and communicate any firm updates to investors or fund databases. As my career progressed, I eventually began travelling to meet with investors, to attend conferences and to present the firm I was working for at the time. The funny thing is I do all of these things now. I write a weekly newsletter for my audience, I set up and run my website single-handedly, I create and use my own pitchbooks. I also attend industry conferences, network and instead of pitching to investors, I now pitch to brands.

Being in the corporate world for so long meant that I went into this new role with a set state of mind. I treat this like a business, not a social media popularity contest. I have a system for emails and for diary management; all of my work is done with contracts and a high degree of professionalism is incredibly important to me. Ultimately, I want the star of this show to be my brand, Dukes Avenue, and I want the brands that I work with to expect a high level of quality from the work I produce.

What are the most enjoyable aspects of running a blog?
Learning all the time. Whether that’s about different brands I would never have been exposed to previously or learning about this new industry I find myself in. I also love that I can steer which way this business moves and that is not something that I could do previously. I’ll also admit that being my own boss is pretty amazing, even though it means that I now put so much more pressure on myself.

What are some of the challenges you face?
Being a one-(wo)man band. I find myself having to be a writer, photographer, photo editor, student, social media manager, SEO analyst, web developer, business development manager and Pinterest expert. Among all of these things I also need to travel, attend conferences and network. To fit all of this in within a 24-hour day is extremely challenging and I definitely do not get as much sleep as I would like or need. I hope that by the end of the year I will be able to expand my team so that I can offload some of these tasks to people that are actually much better qualified to do them, so that I can focus on writing and content creation.

What makes the luxury travel and lifestyle blogging community different (and better!) than others?
The blogging community overall is one of the best things about this. Everyone is so supportive of one another and happy to share tips and tricks picked up on the way. To me luxury is all about the experience – experiences like jet skiing around a tiny island in the Caribbean, like running around in a sunflower field or exploring hidden waterfalls when there are few others around. It’s discovering new or under the radar brands that have been crafted with such finery but are not mainstream. That to me is true luxury lifestyle and why I decided to make it my niche.

On another note, I also want to be as authentic as possible. I only blog about things I have actually experienced, and admittedly my career in finance allowed me to do this. Had I not have had this career in finance, I probably would not have had the pleasure of staying at some hotels, or visiting some countries, or buying certain luxury goods. In a world of Instagram contrivance, being genuine is incredibly important to me.

Sarah Barthet 3

How do different social channels feed into your blog?
Pinterest is probably the channel that feeds into my blog most. People use Pinterest to find things to do, try or buy, and that means that it is a great segway to the blog. Ultimately, I always want my articles to be answering a question that the reader has.

In terms of social media, I would say Instagram is the only social media app I spend much time on, and it definitely is useful for directing my audience to the blog – but definitely not as much as good SEO or Pinterest.

How do you decide what content to focus on?
I try to mix it up across a number of content pillars, with an overall theme of luxury lifestyle. To me that means travel to new places (think travel guides and hotel reviews), trying new restaurants, fashion and beauty reviews and lastly, I also include the odd article on career advice – because after all, a successful career (in whatever industry) is needed to do all of these things (at least for most of us).

Where is your favourite place you have travelled to?
My favourite holiday destination, hands down, is Tobago! There is nothing I didn’t like about it! From the people, to the food, to the beaches. There are so many other places I enjoy though like the UAE, Oman and – of course – pretty much anywhere in Italy.

What are the best collaborations you’ve worked on?
I feel lucky that despite being relatively new to all of this, I have worked with some amazing brands. In the hospitality space, these include hotels such as the Park Hyatt and the Hyatt Regency, the Kulm in St. Moritz and the Grand Hotel Kronenhof in Pontresina. I have also worked with some incredible beauty brands such as Sothys Skincare, Manos Gerakinis Parfums, Great Lengths and so many more.

Do you accept press releases?
If the press release relates to anything in line with the Dukes Avenue brand, I will generally reply and enquire as to whether there is a way that we could work together going forward.

Do you have a good relationship with PRs? What advice would you give to PR professionals who want to work with you?
I do! A lot of the work that I am getting (and offered) lately is through my relationships with PR professionals. My advice to PR firms is to reach out via email or my website! I love making new connections and always prefer face-to-face meetings to start the relationship.

What are your future plans for your blog?
So many! In the short-term, my plan is to build out the blog and expand the team so that I can spend more time on learning about new destinations, hotels and products and step away from the backend part of the business. This will allow me to create even more content for readers.

In the long-term, I want Dukes Avenue to become a brand with a mark of quality in the hospitality, fashion and beauty space. I have many plans in my head that I have had for years, and will reveal all when the time is right! I’m a long way off from where I want to be and I’m excited about where I’ll be this time next year.

Image credits: hair styling @sophiethomashair and photography @misslittleemily1.

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