What journalists want from PRs in January 2024 and beyond

New year trends, fitness, and Valentine’s help: What journalists need from PRs in January 2024

The start of a new year in the media often means fresh content calendars, updated feature lists,  and new projects. January is also one of the busiest months on the ResponseSource Journalist Enquiry Service as the media want experts, information, and case studies for content.

Many journalists were looking to get ahead with their content for 2024 by making use of the service in December. Here are the trending keywords and what will be popular in the media throughout January and beyond.

Final Christmas flurry

‘Christmas’ has been a keyword on the Enquiry Service since back in August. Unsurprisingly, December was no different, with final festive requests making up just under 13% of the total sent last month.

These enquiries asked for last minute Christmas gift ideas, information on how to carve a Christmas turkey, and requests  for a vet or expert on animals to give advice over dogs at Christmas. This wide variety of requests came from titles including PA Media, The Guardian, BBC Food, Prima, and This Morning.

New Year, new keyword

For the first time in four months, Christmas wasn’t the top keyword. ‘2024’ appeared in just over 13% of the total requests in December – around 0.5% higher than ‘Christmas’. It’s also an increase on last year when ‘2023’ was mentioned in 12% of all enquiries.

The majority of 2024-related requests involved trends or predictions for the new year, but also interior trends, health and wellness trends, predictions for web development, railway industry trends, food and drink trends, and much more.

Travel enquiries also proved popular for media pros looking for destinations to visit in 2024. Journos also wanted information of events, activities, and experiences, and news of new openings or launches within entertainment, food and drink, and leisure.

January’s trend pieces offer a great opportunity to get experts featured in outlets such as The Independent, BBC News, Stylist, Women’s Health, lovePROPERTY, Country & Town House, and The Times, who all regularly use the Journalist Enquiry Service.

Focus on fitness

A new year means  health-related ‘resolutions’ (a keyword that appeared in 2% of all enquiries), and ‘Fitness’ performed very well in December, with just under 5% of the total requests featuring the keyword.

On a similar note, ‘diet’ featured in 2% of the enquiries in December. These requests focused on   experts such as dieticians, doctors, and nutritionists to comment on what plans were good or what foods to eat or not eat. Plus information on certain challenges that could help with this as well, such as Dry January and Veganuary. The latter also did well as a keyword and appeared in 2% of requests too.

There was a mix of consumer titles and national press outlets sending these requests such as The Daily Telegraph, The Daily Express, The Sun Online, Woman & Home, Positive News, and Men’s Fitness. Nutrition, fitness and health are all likely to remain popular throughout January and experts across any of these fields should be able to get coverage in the media.

Which journalists were using the service?

In December, over half of the journalists using the Enquiry Service were staff journalists (54%). Freelance journalists were the next biggest users with just under 30%. The journalists mainly came from consumer media (35%) with national newspaper and current affairs (30%) not too far behind and trade/business/professional media, the third highest media type at 18%. 

41% of journalists were looking for a spokesperson or expert last month, making it the most selected enquiry type. This was followed by requests for information for an article, at 25%. Review products were third on 15% and then enquiries for a personal case study in fourth on 10%. Six of the top ten outlets in December were national press and the other four were all consumer titles.

Opportunities for PRs in January and beyond

Consumer categories such as Food & Drink, Fashion, Home & Garden and Travel are all likely to perform well in January, with trends and predictions in these areas for 2024. The Health category will likely see the biggest increase with challenges such as Veganuary and Dry January and journalists in general looking for more information and experts around fitness, wellbeing, and nutrition.

The amount of requests around Valentine’s Day will see a big boost in January in preparation for the big day, with enquiries likely to focus on products and gift ideas. With LGBT History Month in February, we could see plenty of requests for experts on this topic, too, so be ready to help the media with your contacts.

For more on what journalists want from PRs, and how Vuelio can help, here are requests from media professionals themselves at outlets including The Daily Telegraph and Marie Claire. 

The PR winners of 2023

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Vuelio's top 10 blog posts of 2023

Our top 10 PR and communications posts of 2023 

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

Want more on what’s happening in your industry? Sign up to Vuelio’s newsletters

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

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

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

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

2. 5 predictions for PR in 2023 

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

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

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

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

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

4. Autumn Statement 2023 speculation

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

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

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

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

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

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

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

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

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

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

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

8. Tips for spotting the best newsjacking opportunities

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

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

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

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

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

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

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

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

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

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

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

2023 in politics

UK politics: 2023 end-of-year review

This is a post from Michael Kane, Henry Welch, Helen Stott, and Alexandra Moran on the Vuelio Political team. 

With seven by-elections, numerous Cabinet reshuffles, Nigel Farage in the jungle, the return of David Cameron and Government disapproval ratings flatlining at around 60%, the Vuelio Political team have assessed the various political themes that have shaped the year so far.

Sunak’s pivot to migration

Prime Minister Rishi Sunak started and ended 2023 by asserting the same line on the need to cut illegal and legal migration. In January, Sunak set out his priorities for 2023, one of which was passing new laws to stop small boats and ensure that those who come to Britain illegally are ‘detained and swiftly removed.’ The Illegal Migration Bill was then unveiled in March and granted Royal Assent in July.

After a back and forth with the Court of Appeal and the Supreme Court, Sunak started December by introducing the Rwanda Bill to overcome their concerns. His press conference on the Bill felt to some like a rehash of prior statements on Illegal Migration from the start of the year, and his speech at Conservative Party Conference emphasised the issue.

This focus on cutting illegal migration was flanked by an attempt to cut legal migration numbers in response to the Office for National Statistics’ reveal in November that the UK’s net migration was 745,000 in 2022. Predictably, there was outrage from Conservative backbenchers and Sunak used this energy to strengthen the border controls, announcing five measures to tackle legal migration. Most significantly, the Government announced that they will increase the earning threshold for overseas workers by nearly 50% from its current position of £26,200 to £38,700. It was later claimed that these changes will stop 300,000 people from entering the UK each year.

Sunak’s increasing focus on cutting migration may be twofold: 1) Energise leave voters and 2019 Conservative voters; and 2) Force Starmer to commit to a position. These reasons are complementary, as by energising leave voters and 2019 Conservative voters it commits Starmer to a position – these voters formed a significant part of Labour’s coalition of voters in 1997, 2001 and 2005. Starmer flirted with the idea of processing illegal migrants abroad in a speech in December 2023, perhaps as a result of this. Sunak’s pivot to migration has highlighted the rhetorical and practical differences between himself and Starmer.

Nevertheless, the viability of this as a political strategy remains dubious for Sunak. While the Rwanda Bill may have passed, it took Sunak’s former Home Secretary, Minister for Immigration, two dozen Conservative backbench abstentions with it and One Nation Conservative MPs threatening to turn against it if the bill is amended. Perhaps then, Sunak’s pivot to migration will only empower the very backbenchers in which his political fate relies upon. Additionally, polling indicates that voters are more concerned with the cost-of-living crisis – will Sunak’s focus on migration risk coming across as tone deaf, as the then-Conservative leader Michael Howard’s pivot to migration had in 2005?

Starmer’s year of probation

Coming into 2023, Keir Starmer’s Labour party stood at around 45% in the opinion polls compared to the Conservatives’ 25/30% – this story is very much the same at the end of year, too. This, coupled with the cumulative momentum of a summer and autumn of by-election gains very much points to Keir Starmer in Downing Street being the result of the next General Election. With this in mind, we can view Starmer’s actions this year through the prism of a probation period with the British Public as his actions pivoted towards those of a Prime Minister in waiting.

Starmer’s pivot to being a Prime Minister in waiting can be seen in his twofold strategy of stability and reassurance. Take Starmer’s moves to resist calling for an immediate ceasefire in the Israel-Gaza crisis – this was framed as a move to follow the United States lead on the issue and show that Labour could strategically manage an international crisis; in this regard, a message to voters that they can trust Labour with foreign policy. Although Labour’s position has softened since the October attacks due to internal pressure, Starmer has rarely stepped out of line with the UK and US Government and has even openly said that this is an issue that Labour needs to prove it can govern on. This attempt to lead on foreign issues was foreshadowed by an attempt to weigh in on the Northern Ireland Protocol in a speech to Queen’s University Belfast in early January.

Throughout the year Starmer has consistently broadened his message more and more towards the whole country. The Labour Party Conference setting was draped in the Union Jack to equate Labour with patriotism, while Starmer’s speeches to the British Chambers of Commerce Global Conference in May and the North East Chamber of Commerce in November complemented Shadow Chancellor Rachel Reeves’ perennial argument that business need not be scared of Labour.

Furthermore, Starmer’s conference speech represented a strong gesture to Conservative voters. This rhetoric continued in a speech in December as he tried to resonate with those leave voters who voted Conservative in 2019, making even more obvious appeals to the benefits of Brexit. To top this courting, Starmer even praised Margaret Thatcher’s project of ‘meaningful change.’

Nonetheless, these moves have prompted backlash, with some in the Labour Party critiquing Starmer over his comments on Thatcher and the Israel-Gaza crisis. Meanwhile, Labour’s strategy of reassurance perhaps left them hamstrung in a mild response to Chancellor Jeremy Hunt’s Autumn Statement for Growth.

Labour’s limited response to the Autumn Statement perhaps represents the crossroads Starmer faces. While a two-pronged approach of reassurance and stability helped Labour get to the mid-40s in the polls, it will not not help them change the country. It’s not 1997 anymore – Starmer could perhaps benefit by pursuing the very change he has been seen to be scared of confronting.

The SNP’s conundrum

Towards the end of 2022, the then First Minister of Scotland Nicola Sturgeon held talks with the then new Prime Minister Rishi Sunak, later repeated in January 2023. Among the discussions were the economic and social challenges faced by Scotland but also the prospect of a second independence referendum. After all, it was only in the 2021 Scottish Parliament election that the SNP promised to deliver a referendum, if elected. Nevertheless, just shy of 12 months from the second set of talks, the SNP’s prospects for independence have dramatically diminished.

Spring forward to October 2023, and the SNP held their annual conference – for the first time in years the party proposed a conference debate on how to achieve independence. The elected SNP leader and Scotland’s First Minister Humza Yousaf warned the party to stop talking about independence and for the debate to draw a line under it. For context, just a year ago, the SNP published its third independence paper and October 2023 had been earmarked by Sturgeon as the time for a second independence referendum.

This comes after months of polling indicating that while support for independence has remained the same, support for the SNP has decreased steadily. This is flanked by internal splits in the SNP made clear for all to see in Kate Forbes’ leadership campaign and the development of the Alba Party, as leadership candidate Ash Regan became its first MSP. While Yousaf may have gained some authority over his handling of the Israel-Gaza crisis, this year perhaps represents a shift in Scottish voters away from the SNP, as polling indicates that SNP and Labour both stand at around the 30-35% level in Scotland. In this sense, voters do not see the SNP as the clear and obvious vehicle for change with Labour emerging as contenders – perhaps the Scottish Budget may answer the concerns of these voters.

The breakdown of the green consensus

Following a general green consensus in the May and Johnson Governments, 2023 was a year of Rishi Sunak attempting to use green policy as a wedge against Labour. However, there are doubts over whether this wedge is more rhetoric than reality.

The year began with the creation of the Department of Net Zero and Energy Security, linking the two ideas within central Government. However, top level criticism of the Government’s net zero policies ramped up with the Climate Change Committee’s (CCCs) annual report in June warning that the UK was losing its world-leading position.

Perhaps the most decisive point for net zero policy came in July, with the Conservatives winning the Uxbridge by-election. This followed a successful campaign to disparage the expansion of London’s ultra-low emission zone. With Uxbridge, even after years of Starmer courting Conservative voters, Sunak had found his wedge between the two main parties. Sunak’s net zero speech in September was a continuation of this, as it was announced several policies would be supplanted, with the Government delaying targets for electric vehicle rollout and scrapping energy efficiency targets for landlords.

As part of this wedge, the Government sought to undermine Labour’s commitment of implementing £28bn of new spending on renewables, with this now derided in response to any question on the economy and the first line of the Autumn Statement. The Government also targeted Labour’s policy of no new oil and gas licences in the North Sea. Net zero was not as prioritised as the department’s name suggested, with the Government instead announcing a hundred new oil and gas licences at the end of July, committing to drill at Rosebank and announcing the Offshore Petroleum Licensing Bill in the King’s Speech. Although Labour has weakened its £28bn investment, the party has recently recommitted to it. Labour has also refused to be drawn into a trap around oil and gas and has agreed to not overturn any new licences.

Nevertheless, there is a serious question if the Government’s rhetoric and actions differ on net zero. Assessments of Sunak’s September speech from the CCC saw these announcements as ‘score draw’ or even a net positive. Most significantly, the Zero Emissions Vehicle mandate survived, even with Conservative protest. Furthermore, the Government responded decisively to the failure of having no offshore wind bidders at Contracts for Difference auction round five. It is also perhaps likely that the Government will be willing to commit to using community benefits to gain support for local onshore wind farms. The Energy Act also included many positive developments, with the creation of the Great British Nuclear, unlocking new business models for hydrogen and a new net zero mandate for Ofgem.

So, has this wedge actually had an effect? Some polling found that people’s opinion of Sunak fell following his September announcement, with many voters still listing net zero as a priority. However, measures on electric vehicles were broadly popular. Likewise, there is doubt over whether the Government’s rhetoric tallies with their actions on net zero. This can perhaps be seen most at COP28. Although Sunak faced derision for spending more time flying to and from the conference than attending it, Britain remained a world leader in forcing a more significant agreement and also announced it would be providing £1.6bn for green finance and international climate change.

Pressure on the economy and public services

The year has been overshadowed by concerns around rising inflation and the pressure this puts on public services. Inflation was cited as the main reason for the Prime Minister’s decision to scrap the second phase of HS2 earlier this year. While Sunak may have been successful in his goal to get inflation halved by the end of the year, this still means that wages are losing their value in real terms – just at a slightly lower rate. 2023 has been a year dominated by industrial action across multiple sectors, and substantial public sector pay settlements have eaten into departmental budgets. The Government may have had a breakthrough on a pay deal with NHS consultants, but junior doctor strikes are still looming on the horizon, and there is still widespread dissatisfaction with pay among nurses and other NHS workers. The Government is insisting that pay rises must be funded through existing budgets, but this seems unlikely with NHS services already stretched to breaking point over the winter period, and an estimated £1.4bn of costs incurred due to strike action.

The Government has promised to ringfence health budgets but this puts even more pressure on other departments. Commentators have observed that Hunt’s tax cuts announced at the Autumn Statement are essentially paid for by cuts to public services which are ‘baked in’ for after the election. Moreover, research by the Institute for Government has shown that there will be real term spending decreases from 2024-25 to 2027-28: -0.7% in Local Government, -0.9% in Schools, -5.6% in the Courts and -6.7% in Prisons. With public services’ struggling and Local Governments such as Birmingham City Council and Cheshire East Council declaring bankruptcy, this raises significant questions for the Government and the Labour Party.

The Conservatives could be laying a trap for Labour – forcing the party to commit to what will be very difficult to implement spending cuts, or risk looking fiscally irresponsible. So far, Reeves and Starmer have avoided walking too close to this trap, but this may become more difficult as the General Election draws nearer.

Bad PR habits to leave behind in 2023

Bad PR habits to leave behind in 2023

It’s not quite time for New Year’s Resolutions yet, but to give you a start on yours, here is a rundown of bad PR habits to break for 2024, according to the experts…

Sloppy procurement processes

‘Bad procurement habits. Brands need to stop inviting agencies to pitch then kicking the decision back or ghosting them. It’s bad form and disrespectful.’
Sarah Waddington, director of Wadds Inc, founder of #FuturePRoof, and co-founder of Socially Mobile

Vanity metrics

‘At the top of the list is vanity measurements or what I call ‘red herring metrics’, which encourage practitioners and teams to become distracted by the wrong things – like generating a set number of media articles, regardless of quality, or chasing engagement at all costs on social media. We need to get better at using the frameworks at our disposal – like AMEC – to support us to measure the impact, value and outcomes of our work.’
Leigh Greenwood, founder and managing director of Evergreen PR

All talk and no action

‘We’re all tired of reading similar blog content. Those that win will be able to show how they are tangibly making AI, for example, work for clients and their business – making their team more efficient and using this to make their service more attractive.’
Sarah Woodhouse, director at AMBITIOUS PR

Buzzwords

‘We use an excessive amount of jargon. One of the biggest culprits is the word ‘strategy’. More than a buzzword, the strategy should be based on in-depth research and analysis of a brand, its customers, competitors, and the overall market landscape. How can we get people to take our industry seriously if we can’t meaningfully use vernacular that actually explains what we do and the value of our work?’
Rachel Gilley, chief client officer at Clarity

Surveys, surveys, surveys

‘Personally, I am tired of seeing constant survey-led stories, and I do think journalists have cottoned onto these as I see less of them covered than I have done previously. People want real news, and real stories, and survey-led stories do not always reflect reality. I still think they have their place when done right, but I do think agencies and brands should start to shift from these and think outside the box in upcoming ideation sessions. I think they’re already on their way out, but dream job and best places to live stories are also a little ‘done’ now. I would never see one of these campaigns nowadays and be shocked or intrigued by them – unless the data was really mind blowing!’
Beth Turner, head of PR at ilk Agency

Not enough diversity

‘We have seen in the past campaigns/strategies that have a complete lack of diversity, or that are completely tone deaf. As PR teams continue to hire a greater diversity of employees, campaigns/PR strategies will continue to incorporate representation from a wider range of people who are from all different backgrounds, cultures, socio-economic backgrounds and experiences.’
Francesca Cullen and Rosie Lees, co-founders and directors of Nineteen94 Communications Agency

Words without meaning

‘I hope 2024 will see an end to “content marketing equals words”. A recent Hubspot report found the top use case for generative AI by marketers (48%) has been content creation. 2023 was indeed the year of content marketing. But for too many PR pros, content just equals words. But they’ve now found that ChatGPT can do that at the touch of a few keys.

‘Content marketing in 2024 must start to be creative – words are just the toolkit. For content marketing to work it must have the vision and ideas of humans, crafted into messages by humans, because these messages are being read by humans – the buyers of your products and services.’
Jamie Kightley, head of client Services for IBA International

Shallow, surface-level support

‘I hope to see the back of shallow PR. Tactics just for the sake of securing earned coverage. Often brands fall into the trap of ‘purpose PR’ but consumers are savvy and can see through a tactic unless it has real substance and genuinely makes a difference. That doesn’t mean brands have to invest heavily, many small businesses just can’t afford to do that, but it does mean brands need to think carefully about making a difference to the charities and communities it supports and ensure tactics are implemented for the right reasons.’
Alison Downs, head of consumer PR at Frame

‘Time needs to be called on companies pushing for quick PR wins that amplify hollow Corporate Social Responsibility activity. It’s no longer enough for brands to give a nod to vague values written on a wall. Consumers are quicker than ever to call out companies for greenwashing, sportswashing or any sort of PR laundry.’
Jane Whitham, director of Altitude PR

AI for AI’s sake

‘As a specialist tech-sector agency, we’re always the first to welcome and
embrace smart innovation, but smart is the keyword. Using a tool that compromises our quality of work or adds more tasks to our to-do list is definitely not smart. Unlike the metaverse craze of 2022, AI is certainly here to stay – we just have to remain mindful we’re in the middle of an AI goldrush and we don’t need to jump on every new tool that’s launched. Not every PR presentation needs AI-generated cats driving cute cars.’
Caroline Miller, founder and managing director at Indigo Pearl

And finally… a death knell for spray and pray

‘We’ve been hoping for the end to the “spray and pray” approach to media outreach for years. Perhaps 2024 will be the year? From the journalists and bloggers we speak with, it sadly doesn’t seem to be on the wane. My fear is that it is coming from SEO agencies doing digital PR that don’t care about the integrity of the process, they just want the links. They’re probably charging the clients peanuts and doing ill-thought through mass-mailings, but it gives the whole industry a bad name. Not to mention how ineffective it is. It’s stupid and pointless.’
Susannah Morgan, deputy managing director of Energy PR

And on that note – great work in 2023 everyone, and we wish you a productive 2024! To help you get started, here are 19 trends in PR and comms to prepare for.

PR and comms trends for 2024

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

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

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

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

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

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

2) Collaborating with clients on content

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

3) Being truthful

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

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

4) Focusing on audiences

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

5) Becoming more results-driven

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

6) Being purpose-driven, too

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

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

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

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

7) Using your brain

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

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

8) Freshening-up content with video

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

9) Increasing creativity when budgets decrease

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

10) Using human voices (that means case studies)

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

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

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

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

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

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

12) Teamwork

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

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

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

13) Shared experiences

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

14) Equity

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

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

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

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

15) Zeroing in on Gen Z

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

16) Keeping our Google Overlords happy

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

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

17) Podcasting

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

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

18) Making use of insight tools

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

19) Optimism

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

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

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

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

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

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

A Festive Frenzy

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

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

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

A Winter Wonderland

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

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

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

Interest in AI remains high

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

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

Love is on the horizon

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

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

Journalists using the service

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

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

Opportunities for PRs in December and the new year

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

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

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

COP28 so far

COP28 so far: World changing or greenwashing?

More than 25 years after the Kyoto Protocol and seven years after the Paris Agreement was signed, the effectiveness of international meetings on climate is still hotly debated. COP28 has been controversial from the outset with hosts the UAE accused by groups such as Amnesty International of using it as an opportunity to greenwash their oil production. This plan may have come unstuck however, with the UAE’s green credentials having taken a hit throughout the conference.

Firstly, there were reports that the state’s oil firm ADNOC may increase its production of oil by 42% by 2030. Furthermore, COP28 President Sultan Ahmed Al Jaber has been embroiled in a scandal after allegedly arguing that there is no science indicating that fossil fuels need to be phased out – although he later claimed that he had been misinterpreted. Environmentalists’ hopes that an agreement will be signed to phase out fossil fuel usage may also be hampered by the fact that around 2,500 fossil fuel lobbyists have been granted access to the conference, more than any other COP.

COP28 has been an opportunity for the UK to reassure the international community that it is serious on reaching net zero. International opinion had dropped following Prime Minister Rishi Sunak backtracking on some green targets in September 2023 – this represented a stark contrast to the EU and USA thundering ahead with their respective European Green Deal and Inflation Reduction Act. The Government had been warned by the independent Climate Change Committee (CCC) in June that the UK was at risk of losing its international leadership on climate change. Since this, however, the Government has given out new oil and gas exploration licences and picked a fight with ‘meat taxes and a ‘flying levy’. This has all led to analysis from Friends of the Earth finding that the UK is likely to miss its Paris climate targets by up to 9%.

The Government has repeatedly argued that the UK has reduced greenhouse gas emissions faster than any other OECD nation, that the UK is world leading on offshore wind, and that many of its changes brought the UK in line with allies. In an olive branch to environmentalists, just days before COP28 began, the Government announced that it would begin a search for a new National Park in England, create 34 new Landscape Recovery projects, provide £15m extra funding for existing National Parks and National Landscapes, and offer £2.5m of funding for children to access nature.

Nevertheless, Sunak’s individual commitment to net zero was questioned before he even landed in Dubai, with the King, PM, and Foreign Secretary all flying to the conference in separate private jets. Sunak’s short appearance of only 12 hours further added fuel to the flames, especially with opposition Leader Sir Keir Starmer staying at the conference for three days and recommitting Labour’s policy to invest £28bn a year on reducing emissions by the end of next parliament.

Sunak’s time at the Conference included a speech in which he argued that the UK was leading the charge on reducing emissions. In a move supported by green campaigners, he announced £1.6bn for renewable energy, green innovation and forests, as well as £11bn further private investment in the Dogger Bank wind farm. However, he could be perceived as out of touch compared to other speakers when he lauded Britain’s backtracking on some climate policies and seemingly inviting gratitude from other countries for Britain’s actions to reduce emissions so far. This speech stood in contrast with many more pessimistic outlooks on climate change, including from the King himself. It is also important to note that of the £1.6bn of climate aid Sunak promised, only £900m of this is actually new money, with the rest already earmarked for spending up to 2026.

King Charles, free to appear at COP28 following disagreements with the Liz Truss administration before COP27, was still able to cause political controversy. He entered the stage wearing a tie that some took as showing his support for the Greek Government following disagreements with Sunak, although the palace was quick to note that this was one of his favourite ties and he had worn it in previous state visits. King Charles’ message was very different to the Prime Minister’s as he shared worries about the future of the planet. He warned that humanity is ‘taking the natural world outside balanced norms and limits, and into dangerous, uncharted territory’.

Throughout the political spin, there have been some significant commitments so far. The Government has signed up to several voluntary pledges, including to triple world renewable energy usage by 2030 and treble civil nuclear power capacity by 2050. It has signed treaties and shown support for climate policies in countries like Kenya and Brazil. It has supported climate finance throughout the developing world, with UK Export Finance joining a Net Zero Credit Agencies Alliance and the launch of the Climate Investment Funds Capital Market Mechanism which could see bonds generate up to $750m per year in new climate finance. There have also been significant financial commitments with £480m to be used to mobilise private finance into adaptation and resilience, a £391m investment in the Private Infrastructure Development Group and £100m committed to help climate-vulnerable populations adapt to climate change from the Government’s £1.6bn commitment.

Many of these are seen as significant contributions, especially with countries like the USA only committing $17m to the fund to support countries suffering damage from climate change, while the UK contributed £60m.

Here lies the problem for Sunak and the Conservatives. The Government has proudly shared that Britain has reduced emissions faster than any other OECD nation, but now the country has a Prime Minister accused by some of using Labour’s ambitious net zero policies to create a wedge with voters. All this while deriding Labour’s ambition to invest £28bn a year into renewables (including within the first sentence of the Autumn Statement), while also trying to encourage international partners to decarbonise and support the developing world with climate change mitigation. Sunak has left himself a difficult position to try to convince the rest of the world to become greener while backtracking on Britain’s own green policies.

So far, COP28 has been a smorgasbord of voluntary pledges. Although there have been commitments from oil and gas companies to reduce emissions, these have been rebutted by smaller nations and NGOs who accused these companies of greenwashing. With days focusing on discussion on transport, built environment, youth, nature, land use, oceans, food, agriculture and water yet to come, there is still an opportunity for dramatic change to occur at COP28. This, however, will have to be done with the PM safely in Westminster.

Interested in staying up to date with UK politics? Sign up to our free newsletter here.

PR for good: How to empower communities with advocacy campaigns

PR for good: How to empower communities with advocacy campaigns

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

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

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

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

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

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

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

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

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

RNIB media coverage

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

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

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

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

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

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

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

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

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

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

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

The challenge: Centring people in Governmental procedure

Background to the Legacy Bill

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Autumn Statement Breakfast Briefing

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

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

Autumn Statement Breakfast Briefing

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

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

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

Springtime speculations for General Election

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

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

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

Threats to public services

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

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

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

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

Fiscal drag

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

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

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

Support for businesses

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

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

Unsupported education goals

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

Change in OBR attitudes

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

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

Disability Welfare

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

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

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

Polarising the conversation

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

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

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

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

Autumn Statement 2023 overview

Jeremy Hunt’s Autumn Statement for growth: rhetoric or reality

On Wednesday 22 November, the Chancellor of the Exchequer Jeremy Hunt unveiled the Government’s Autumn Statement – just over a year after former Prime Minister, Liz Truss’ mini budget caused an economic rupture in the UK’s economy. In this sense, this statement represented a culmination of a year of politicking from the Conservative Party and Prime Minister Rishi Sunak in an effort to reassure the public.

The mission of calming the choppy waters has seen the return of David Cameron and the Autumn Statement has been an extension of this: the focus on ‘economic responsibility’ through welfare sanctions and scepticism on borrowing are self-evident staples of Conservatism. This was also complemented by a moral and practical argument for cutting personal taxes and supporting businesses and innovation.

Nevertheless, the statement had missing pieces which made some question whether it really is the coherent economic plan for Government that is claimed, or is, instead, the start of the Conservative’s re-election campaign.

Two days prior to the Autumn Statement Sunak, proclaimed that now is the time to cut taxes. The previous day, Hunt had told Sunday with Laura Kuenssbergy that the Government could not rule out tax cuts, while also refusing to detail specifics. Both of these developments came after a year of the No.10 and HM Treasury press rooms briefing every week that tax cuts would only come once inflation had reduced – after all, Hunt had briefed this at the Conservative Party Conference. This key pledge to reduce inflation formed an important part of Sunak’s five key priorities for 2023 – in essence, the start of the Conservative’s mission of calming the waters.

Sunak’s speech on Monday reaffirmed this sentiment as he announced a further five missions. These were phrased specifically as long term with three out of five focusing on the UK’s macroeconomic situation: reducing debt; cutting taxes and making work pay; and supporting British business. These missions were expanded upon in the Autumn Statement: a cut to NI contributions by 2%; a cut to NI contributions from self-employed; a ‘responsible’ approach to public spending; increasing benefit sanctions; making full expensing permanent; investments in manufacturing and the creation of four new regional investment zones.

Throughout both Sunak’s speech on Monday and Hunt’s speech on Wednesday, the Government’s alleged long term economic plan was emphasised. They both argued that Labour’s strategy is its antithesis; clear dividing lines were set up between the Conservatives and Labour’s supposed preference for regulation, borrowing, taxes, inflationary policies, trade unionism, and intervention.

This approach perhaps raises wider questions for the Conservative’s political strategy. It could elucidate Sunak’s focus on the economy instead of ‘culture wars’ as he attempts to clear the blue water with Labour – that only under Conservative rule will your money be looked after. The very fact that the statement is titled an ‘Autumn Statement for growth’ is testament to this, also. This represents a clear attempt to battle over economic prudence and economic responsibility, just as the Conservatives centred its election strategy in 2010 and 2015. Maybe, then, Lord Cameron’s return last week was not purely ceremonial.

While the Conservative’s Autumn Statement helped illuminate its priorities, by that very nature it also revealed what is potentially on the back foot for the Government.

Despite Sunak and Hunt both focusing on the Conservatives’ commitment to deliver a ‘world class’ education system, there were glaring voids in the concrete substance. A continued commitment to apprenticeships through a £50m pilot scheme will do little to change the fact that the implementation of apprenticeship levy and T Levels has failed. Additionally, the absence of any additional support for childcare could mean that the Government’s plans for 30 hours of free childcare may fall flat due to the significant concerns over the sector’s ability to implement them without additional support. Just 3.9% of the UK’s GDP is spent on education, compared to 5% in OECD. Therefore, perhaps just like the Advanced British Standard, the Government’s vision for a ‘world class’ education system is still in the preliminary spin stage.

In his address to Parliament, Hunt also commended the UK’s Creative Industries for their important role in any growth strategy for the UK economy. However, the sentiment started and ended at warm words; a call for evidence on increasing Film and High End TV tax credit and funding increases to the British Film Institute and British Board of Film Classification may do little for a sector that has been impacted severely by austerity since 2010 and the COVID-19 pandemic. Perhaps the Government’s vision for the creative industry perennially joins that ‘world class’ education system in the preliminary spin stage.

Moreover, there were no commitments to additional public spending in public services in the Statement, with the Government funding its tax cuts by tightening spending. For instance, under the current spending set by this Autumn Statement, there will be real term spending decreases from 2024-25 to 2027-28: -0.7% in Local Government, -0.9% in Schools, -5.6% in the Courts and -6.7% in Prisons. Considering the sluggish growth of the economy and the huge problems faced by public services – RAAC in schools, bankrupt councils, court backlogs and a staffing crisis in prisons – this raises the question of whether more state spending is needed than the Government lets on.

Finally, the Office for Budget Responsibilities’ stagnant growth forecasts and reports that Hunt could fail to meet his debt reduction target could stipulate that the Autumn Statement represents a punch in the dark at Labour, ahead of a nearby election, rather than the long term economic strategy it purports to be. There could be a discrepancy between the rhetoric of the Autumn Statement and its reality.

For regular updates on what is happening in UK politics and public affairs, sign up to our weekly Point of Order newsletter, going out every Friday morning.

GivingTuesday interview

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

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

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

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

Kathleen Murphy Toms

How did you originally get involved with GivingTuesday?

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

What are your favourite things about working on GivingTuesday?

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

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

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

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

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

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

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

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

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

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

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

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

Lord Cameron returns

Lord Cameron: a refreshing return or unwelcome gatecrash?

On Monday 13 November, David Cameron was a surprising guest to Downing Street as the Westminster press bubble looked on in disbelief. His appointment as Foreign Secretary represented a return to the front line, seven years after resigning as Prime Minister on 11 July 2016.

With Sunak previously bemoaning the political orthodoxy of the last 30 years, that Cameron was deemed part of, Cameron’s appointment represents a dramatic change in political strategy from the current PM. The question remains whether the appointment of Cameron is a calculated pivot or a desperate plea to voters that will only reopen wounds in the Conservative Party.

A pivot back to the blue wall?

Cameron’s appointment could not only represent a change in Sunak’s political strategy, but a step away from the Conservative’s political strategy since Brexit.

Since 2016, the Conservatives have aimed to appeal to disgruntled Brexit voters who felt that politicians akin to Cameron did not represent them. Both Theresa May, and Boris Johnson in particular, appealed to a perceived ‘red wall’ of voters. Johnson’s 2019 election manifesto featured a spree of perceived spending increases into public services, a hardline take on immigration levels and asylum seekers, coupled with a hardline conception of Brexit. This was the very position that Sunak had endorsed, with his conference speech and continued emphasis on stopping the boats and the Rwanda plan serving as testament to this.

Yet on Monday 13 November, Sunak seemingly repositioned his party away from this and more towards the Cameron consensus. Out went Suella Braverman following inflammatory comments and in came Cameron. Sunak’s shift from one to the other is perhaps best captured by the mission of Cameron’s 2005 leadership campaign: to clean, modernise and sanitise the Conservative party. In his acceptance speech in 2005, Cameron called on the party to ‘modernise our culture and attitudes and identity’ and to ensure their message is ‘relevant to people’s lives today.’

Cameron’s appointment was not a solitary chess move by Sunak. Laura Trott, a former advisor to Cameron, was appointed as Chief Secretary to the Treasury, and Victoria Atkins was appointed Secretary of State for Health and Social Care. This coupled with the promotion of Claire Coutinho to Secretary of State for Energy Security and Net Zero in August perhaps represents a concerted effort by Sunak to help the Conservatives appear younger and more sober to voters and the media – just as Cameron tried with the appointment of then young upstarts, George Osborne (2005) and Jeremy Hunt (2007), to the Shadow Cabinet.

In this regard, Cameron’s appointment might be a symptom of a wider calculated pivot to the blue wall to appeal to the many voters the Conservatives have lost to Labour and Liberal Democrats in affluent seats in the South West, South East and Middle England – just as Cameron’s electoral strategy relied upon in 2010 and 2015.

A desperate move that reopens wounds?

Part of the reason that Cameron’s appointment was unexpected was because it seemed at odds with everything that Sunak had attempted to model his leadership and a future Conservative election strategy on.

It may also beg significant questions for Sunak’s decision making, judgement, and planning, as the public and press wonder what could have changed in 40 days for Sunak to invite back the very politician who was seemingly part and parcel of the very political consensus he had blasted. In this sense, Sunak’s decision risks coming across as a desperate last roll of the dice. Moreover, bringing in a previously disregarded Prime Minister into an unelected position risks Sunak being perceived as part of that very opportunistic political orthodoxy that he tried to reject.

Cameron’s appointment could also reopen wounds with Conservative backbenchers. As the leader who was accused of lying to his MPs over the need to offer a referendum on an alternative vote system to the Liberal Democrats in the coalition agreement in 2010, he also experienced a fairly fractious relationship with backbenchers in his time as PM.

Testimony to this, it only took Conservative backbencher Bill Cash MP two days to question Sunak in PMQs on his new Foreign Secretary’s commitment to the result of the Brexit referendum and the 2019 manifesto. Meanwhile, backbencher Andrea Jenkyns MP submitted her letter of no confidence to the 1922 committee on the same day as Cameron’s ascension. Additionally, recent murmurings by Braverman and her supporters over Braverman’s sacking and the UK Supreme Court’s judgement on the Rwanda plan may mean that Sunak’s attempt to reposition the Conservatives could be frustrated by his very own backbenchers.

The next, and potentially final, stage of Sunak’s premiership might be influenced by the common denominator in the demise of prior Conservative leaders: their parliamentary party.

Autumn Statement 2023 speculation

Autumn Statement 2023 speculation

Tax cuts and fiscal headroom
Jeremy Hunt has been facing renewed calls from Conservative colleagues to cut taxes after new figures from the Resolution Foundation revealed that Government revenues had increased by an estimated £15bn this year. The Chancellor is now expected to have £13bn of fiscal headroom, double the £6.5bn he allowed for at the March budget.

Despite this, the Foundation cautions that this level of headroom is a ‘fiscal illusion’ and that higher inflation would eventually feed public spending too. Similarly, the National Institute of Economic and Social Research said that the Chancellor’s priority for the Autumn Statement should be investment in the economy rather than tax cuts ahead of the election.

On the other hand, the Growth Commission, set up by Liz Truss, insisted that we need to reverse
stagnating UK living standards and stated “If we carry on the same way, we are likely to [see] rising taxes [and continue to] pay for ever growing public spending.”

The commission proposed:
• Cutting corporation tax from 25% to 15%
• Unfreezing tax allowances
• Abolishing inheritance tax and stamp duty
• Imposing more stringent requirements for benefits and freezing the minimum wage
• “Use it or lose it” time limits on planning permission
• Cutting the time taken to approve big transport and energy projects by 75%
• Ending the ban on fracking
• Scrapping net zero levies

Labour’s shadow chief secretary to the Treasury Darren Jones said: ‘Liz Truss and her backers in the
Conservative Party are once again pushing the policies that crashed the economy last year and left working people worse off, with higher prices and mortgage bills.’, while the Treasury declines to comment.

Over the past few weeks, Treasury sources have highlighted the risk of fuelling inflation and insisted the Chancellor will take a cautious approach. Jeremy Hunt has downplayed expectations of any big giveaways ahead of the Autumn Statement saying his priority is to steady the ship and cut inflation.

It is rumoured that any major fiscal measures are getting pushed back to the Spring Budget, closer to the general election.

Inheritance tax cut and abolition
Despite the Government insisting repeatedly that tax cuts are not currently on the table, there have been rumours about possible changes to inheritance tax (IHT). Around 50 MPs have called for it to be abolished, however, as the IHT currently pockets the Government around £7bn a year, it is possible that the Chancellor may open a consultation on reform, to lay the ground for a future announcement at the Spring Budget or as a General Election manifesto pledge.

Business
Moreover, since the figures on the fiscal headroom have been released, the Daily Mail reported that the Chancellor is mulling over a £10bn extension of a temporary tax break that rewards firms for investing in their businesses. The CBI has been pushing for an extension to full capital expensing beyond the current 3-year window; they show that the move could deliver a permanent boost of 21% to business investment and increase GDP by up to 2% by 2030/31.

To help businesses, the Federation of Small Businesses (FSB), alongside other industry groups, have been calling for the 75% business rates relief for small hospitality, retail and leisure firms in England to stay in place past its March expiry date, warning of the devastating consequences if letting it expire.

The FSB also recommends the Government take decisive action to incentivise employers recruiting those who have been out of work for a long time. Moreover, to kickstart a new era of skills development, FSB is calling on the Government to make training for new skills tax-deductible for the self-employed as part of its Autumn Statement plan.

Lord Harrington’s review into how the UK can better attract foreign direct investment into key growth sectors was due in September and businesses will be keen to see the findings of how the Government is going to respond.

Tax thresholds
The 2022 Autumn Statement announced the freezing of various tax thresholds, however, with an election looming in the not too distant future, it is possible that the Chancellor could revisit the timescales for the thresholds.

ISA changes
Savers are currently restricted to opening and putting money in just one of each type of ISA a year.
However, it seems like Jeremy Hunt will use the Autumn Statement to announce an ISA shake-up that will allow savers to open multiple Isas of the same type in a single tax year without losing their £20,000 allowance.

This would be a relatively minor change compared to the ISA overhaul that seemed to be on the cards until a few days ago. While it seemed like Jeremy Hunt was planning to give savers an extra £5,000 ISA allowance to invest in British stocks, The Telegraph reports that this plan has been abandoned. Moreover, while Martin Lewis called for ISA reforms to help first-time homebuyers this week, The Telegraph reports that the Chancellor does not plan to lift the Lifetime ISA limit or scrap the penalty charge for savers who breach it.

All in all, it is expected that a consultation into wider ISA reforms will be announced at the Autumn
Statement.

Financial advice
The Government is expected to release a consultation on reforms to address the boundary between
regulated advice and guidance in the autumn – potentially as part of the Autumn Statement.

Energy & Environment
Energy prices
The energy price cap was introduced by the Government and has been in place since January 2019; Ofgem is required to regularly review the level at which it is set. It ensures that an energy supplier can recoup its efficient costs while making sure customers do not pay a higher amount for their energy than they should.

Last month, Reuters reported that Ofgem was considering a one-off increase to its price cap on energy bills to reduce the risk of suppliers going bust, amid record levels of customer energy debt. This could mean bills will rise again but Ofgem said this wouldn’t be until April 2024.
In an open letter backed by MoneySavingExpert and its founder Martin Lewis – a coalition of 140 charities, consumer groups and MPs called for urgent action to introduce a social tariff for energy.
NFU President Minette Batters sent a letter to Chancellor Jeremy Hunt, outlining the pressure points on farming businesses; as well as fertiliser and energy costs, farmers are also facing cuts to direct support payments while new support schemes are yet to offer similar levels of support. The NFU has called on the Treasury to: review long-term energy contracts in the commercial sector; remove the uncertainty over the tax treatment of agricultural land entered into environmental schemes; and lead a cross-government taskforce to ensure the regulation and oversight of the UK’s environmental markets.

Measures for automotive industry
According to BDO’s Budget Predictions, the EU Carbon Border Adjustment Mechanism (CBAM), which took effect from 1 October, will affect some UK importers going forward. The UK has consulted on creating its own carbon leakage tax and, although we can expect feedback on the proposals, it may yet be some time before it imposes new reporting burdens and taxes on importing companies. Extending the exemption from 10% import duty for electric car batteries (currently due to expire on 31 December 2023) may also prove to be on the agenda if the government has not completely given up on its plans to reach net zero; it would also remove a potentially inflationary measure.

MHA’s budget ‘wishlist’ also stated that a key area for the Government to look at is the VAT charge on public charging. Partner at MHA, Alastair Cassel comments, “Despite the recent PM statement regarding a delay to the banning of selling new ICE vehicles, the ZEV mandate remains unaltered in its mission to drive an acceleration to EV adoption. This means that EVs have to be made more attractive to buyers and in particular private buyers. We have significant investment being made in charge points and a reduction in VAT to parity with the domestic electricity rate of 5% would help with the total cost of ownership cast and also would continue to encourage further infrastructure investment.”

Additionally, Mike Hawes, Chief Executive of SMMT, said: “With demand for new cars surpassing prepandemic levels, the market is defying expectations and driving growth. As fleet uptake flourishes, particularly for EVs, sustained success depends on encouraging all consumers to invest in the latest zero emission vehicles. The Autumn Statement is a key opportunity for [the] Government to introduce incentives and facilitate infrastructure investment. Doing so would send a clear signal of support for drivers, reassuring them that now is the time to switch to electric.”

Green tax measures
There are rumours that the Chancellor may introduce a “green” stamp duty land tax (SDLT) measure, which would give an SDLT rebate to buyers who improve the energy efficiency of their home within two years of its purchase. Under the scheme, a buyer would pay more or less stamp duty depending on a building’s Energy Performance Rating (EPC) – with A being the most efficient and G the least. If the plan is announced in the Autumn Statement, it’s hoped it will incentivise more people to make the changes and reduce household energy bills.

Sian Steele, Head of Tax at Evelyn Partners, also said that the prospect of lowering stamp duty could be a ‘crowd pleaser’ of the Autumn statement: “SDLT has come under increasing criticism for congesting some parts of the property market and being a disincentive towards downsizing for older homeowners, and even damaging UK business by restricting labour mobility.”

It is also expected that the Government may respond to its consultation (which closed in the summer) on expanding VAT energy savings materials (ESMs) relief. The consultation proposed including additional technologies (for example, electrical battery storage) within the relief and reintroducing the relief for installations of ESMs in buildings intended solely for a relevant charitable purpose. As stated by ICAEW, the key objectives of the relief are: (1) improving energy efficiency and reducing carbon emissions; (2) cost effectiveness; and (3) alignment with broader VAT principles.

Fuel duty hike
Chancellor Jeremy Hunt has already made it abundantly clear there is currently no room for tax cuts or increases in public sector spending; that said, there is pressure on the Chancellor to raise fuel duty, a move which is likely to be highly controversial. This is a tax included in the price you pay for petrol, diesel and other fuels used in vehicles or for heating. It was cut by 5p in March 2022 by then Chancellor Rishi Sunak, but Treasury officials have reportedly told Hunt he needs to hike the rate by at least 2p to make back the £5bn apparently lost each year since it was reduced. This would mean fuel duty would rise to 55p for petrol and diesel.

Achieving net zero
Caroline Brooks, Environmental Taxes Director at PwC, said: “The Autumn Statement presents an
opportunity to outline a broad vision for how the Government will […] incentivise both green investment and environmentally friendly behaviour. Tax policy will have a significant role to play in the UK’s efforts to reach net zero by 2050 and the Government has committed to developing and using environmental taxes to encourage positive behavioural change and discourage pollution. The Chancellor may consider […] tweaks to existing policies, such as greater encouragement for businesses to register for the Plastic Packaging Tax (PPT).”

Thousands of businesses now pay the PPT because they create and use plastics that do not have a 30% recycled plastic content. BDO states, however, that it is sometimes difficult for companies to assess what is and is not recycled plastic. The Government is consulting on adopting a ‘mass balance approach’, to ensure that chemically recycled plastic can be counted towards the 30% target in order to make monitoring and compliance in this area easier for many businesses.

RenewableUK’s Chief Executive, Dan McGrail, has called on the Chancellor to set out specific policies on renewable energy and to speed up grid connections to reach net zero. As written in a letter to Jeremy Hunt, McGrail says: “The UK’s energy security and net zero goals can only be met if we have offshore wind as the backbone of our energy system. […] We’re urging Mr Hunt to help the UK to regain its position as the most attractive place to invest in offshore wind, despite fierce competition from the US and the EU.”

Claire Mack, Chief Executive of Scottish Renewables, cites the USA’s Inflation Reduction Act and the EU’s REPowerEU plan as examples of plans which are pulling critical private investments for the clean energy transition away from the UK. Mack writes: “Put simply, we cannot afford to forfeit the UK’s global advantage as an early mover in the race for clean, cheap energy.”

RenewableUK have also asked for a change in the rules on capital allowances, so that offshore wind projects qualify for the main rate of 18% (rather than the lower rate of 6% which developers get at present), and for further measures to attract investment in the UK’s offshore wind supply chain and port infrastructure.

Similarly, Scottish Renewables also recommends spending to upgrade Scotland’s ports to ensure they are ready for the coming offshore wind boom and enacting a long-awaited financial mechanism to allow the development of pumped-storage hydropower in Scotland which could create almost 15,000 jobs and generate up to £5.8 billion for the UK economy by 2035.

Education, Skills & Work
Education and Skills
Despite there being no new bills announced regarding education and skills in the King’s Speech, it is likely to feature in the Autumn Statement given Prime Minister Rishi Sunak’s focus on it in his conference speech.

Moreover, the increasing scrutiny from political organisations on the Government’s education policy and funding has raised numerous questions for the Government to answer in regards to childcare, schools and children’s social care in particular.

In his conference speech, Sunak announced an increased bonus of £30,000 tax free for teachers in key subjects in schools and colleges for their first 5 years. Moreover, he pledged that education would be the focus of every spending review going forward this will likely mean that education funding may feature in the Autumn Statement.

Early years
In regard to childcare, the Government is facing pressure from numerous organisations due to the
perceived crisis in early years education funding and workforce recruitment and retention.
In a recent report, the Early Education and Childcare coalition detailed the retention and recruitment crisis facing the early years education sector. They found that: 57% of nursery staff and 38% of childminders are considering leaving the sector, with 50,000 new staff needed in 2024 and 2025 to maintain existing childcare provision and the proposed expansion. They called on the Government to: increase early years pay to align it with the wider education sector within the next 5 years.

The Local Government Association made numerous recommendations to the Government in regard to children’s social care: they called on the Government to implement additional funding in support of children’s social care. This is due to concerns in funding placements for unaccompanied asylum-seeking children and care leavers. Additionally, they detailed that the Government needs to provide funding to allow for interventions to reduce demand for children’s social care placements and retain and expand placement capacity.

Schools
Much has been made of the recent funding of schools with the Government consistently highlighting that they are the Government have implemented the highest levels of funding to schools, despite criticism of their funding plans. We can expect school funding to feature in the Autumn Statement given the aforementioned pledge by Sunak to put school funding at the heart of future spending reviews.

Despite this, the Government has faced criticism over their funding of schools and calls to increase funding in the Autumn Statement.

In a recent press release, the National Education Union called for increased funding of schools as the ‘funding crisis in education’ deepens. This statement was also supported by the Association of School and College Leaders, National Association of Head Teachers and Parentkind.

Moreover, we might see attention afforded to the teaching bursaries currently utilised within recruitment of teachers as a recent report by the National Foundation of Educational Research highlighted their benefits.

The report also called on the Government to raise bursaries for those subjects in particular need and those highly skilled subjects such as Science and Maths.

Health & Social Care
NHS
The impact of industrial action is still being felt, with NHS trusts across the country not only dealing with a backlog of missed appointments, but increasing debts. NHS England estimates a total system deficit over £1bn, most of which is believed to be due to the costs imposed by strikes. NHS officials asked that the Government foot the bill, but the Treasury have rejected calls for extra funding, asserting that the costs must be covered from the existing health budget. Health leaders are warning that the lack of extra funding will mean cuts to existing budgets, and inevitably worse quality of services heading into what is bound to be a difficult winter. Matthew Taylor, chief executive of the NHS Confederation, said that ‘if it cannot be compensated in full, the NHS will need to understand from the government how it intends to adjust expectations on what its services will deliver with the resources available’.

Social care
At the same time, more and more local authorities are declaring or considering bankruptcy, leaving the future of social care services in a perilous state. The Government did provide additional funding towards adult social care for 2023/24, but the Local Government Association asserts that ‘this will do little more than allow councils to stand still given their ongoing cost and demand pressures’, and that demand is still outstripping resources. They are calling for funding to bring social care worker pay into parity with equivalent NHS roles and substantial investment to expand provision, and focus on preventative services.

Public Health
Following the announcement of a new ‘Tobacco and Vapes Bill’ during the King’s Speech, the Prime Minister is apparently considering a levy on vapes as part of a phased ban on smoking. Whether the
tax would extend to all vapes or just the disposable kind is unclear. Anti-smoking campaigners have said it is important that vapes still remain cheaper than tobacco, so as not to dissuade people from quitting smoking.

Housing
Housing has long been a key issue for the Government, and given the current housing crisis, there is a lot of pressure to commit to providing support in this area.

Stamp Duty
Stamp duty reforms could stimulate activity in a slow-moving property market (latest official figures
published 15 November) and bolster house prices. SDLT cuts made in the 2022 mini-budget are set to remain in place until 31 March 2025, with reports suggesting that the Government could be looking at some sort of further stamp duty relief or holiday, which could be relatively inexpensive and appealing to voters ahead of a general election. Some reports are saying that new homeowners who improve energy efficiency could receive a stamp duty rebate. Stamp duty has been blamed for congesting parts of the market, discentivising downsizing and stopping labour mobility. However, critics say a cut will only worsen the chronic housing shortages that the UK has experienced in recent decades.

With the public facing higher interest rates and the cost of living, some aspiring buyers are in need of
additional support. Jeremy Hunt could possibly extend the Help to Buy mortgage guarantee scheme to help more first-time buyers borrow with a 5% deposit. The scheme was extended for 12 months to December 2023 but could possibly be further extended.

With rising costs remaining an issue for many private renters, the Government could support tenants with their rent in different ways. Scotland has implemented a rent freeze, something the UK Government seem to be very strongly against. But a cap on rent rises is a possibility, or extra cost of living support for tenants struggling to pay their rent.

Welfare
Work Capability Assessment reform
The benefits system was a particular focus of Jeremy Hunt’s speech to Conservative Party Conference earlier this year, with the Chancellor saying ‘it isn’t fair that someone who refuses to look seriously for a job gets the same as someone trying their best’, and pledging a review of the sanctions regime. As part of a clampdown on benefits claimants, the Chancellor is expected to announce that they will have their bank accounts checked every month to make sure they are not lying about savings. Earlier this year, the Government proposed to scrap the controversial Work Capability Assessment and replace it with a different system. It is understood that ministers are proposing to change the eligibility criteria, so many people who are currently deemed ‘too sick to work’ will cease to receive additional payments and be obliged to look for work in order to continue receiving universal credit.

The proposed changes would not come in until 2025, and could save the Treasury £4bn and comes at a time when the Government is worried about the rising welfare bill and ill-health related economic inactivity. However, almost 2.8m people are at risk of losing support, and stakeholders such as the Royal Society of Psychiatrists have warned that ‘Reducing benefit entitlements runs the risk of forcing more people with mental illness further into poverty, and adding to the existing hardship being caused by the cost-of-living crisis. If more people face benefit sanctions and are forced into debt, the number of people requiring NHS mental health services will inevitably rise’.

Uprating benefits
Furthermore, it is not clear whether the Chancellor will uprate working age benefits in line with inflation. Even if benefits are fully uprated, low-income households will most likely still see themselves worse off than last year as the Cost of Living support payments are stopping. Anti-poverty charity the Joseph Rowntree Foundation have said that benefits must be uprated, and that the Government should also commit to an ‘Essentials Guarantee’, to ensure that universal credit covers basic requirements like food and bills. This demand has been backed by the London Mayor in his statement on the upcoming budget, which also asked for scrapping of the two-child benefit limit and the benefits cap.

Local Housing Allowance
Additionally, it is understood that both the Housing Secretary and the Work and Pensions Secretary have written to the Chancellor, asking for an uprating of the Local Housing Allowance (LHA). The inadequacy of the LHA is thought to be one of the contributing factors to the record number of people living in temporary accommodation, as rents have soared while the housing benefit has remained frozen since 2020. However, the Treasury is said to be resistant to demands for an increase in the LHA, and are instead considering proposals to amend the taper rate of universal credit – meaning that people on in-work benefits would be able to take in a higher income before their universal credit was cut – although this would do little to help claimants who are not in work.

Pensions
There are rumours that the Treasury may amend the ‘triple lock’ on pensions, which promises to increase the state pension by the highest of inflation, wage growth or 2.5%. Allegedly, the Government may exclude bonuses from its growth calculation formula – which would lower the amount the state pension is set to grow by – potentially saving the Government around £1bn. The Conservatives did promise in their last manifesto not to change the triple lock formula, so any perceived U-turn could spark a backlash, but Treasury officials point out that one-off payments to NHS staff and civil servants this year would have pushed up public sector bonuses. This announcement has sparked fresh political debate about the future viability of the triple lock. Former Conservative leader, William Hague said it was time to scrap the lock, saying it would put ‘insurmountable pressure’ on the Government to increase the retirement age.

Finally, industry was hoping for the King’s Speech to mention pensions and introduce a bill to progress the Mansion House pension proposals announced earlier this year. All eyes are now on the Chancellor’s Autumn Statement to provide clarity on next steps.

Transport and Infrastructure
Long Term Planning
Industry bodies across the logistics and transport sectors have called for a new approach to strategic
transport infrastructure decisions. They highlighted the need for a clear, long-term plan that endures across political cycles.

Darren Caplan, Chief Executive of the Railway Industry Association commented: “After the sudden
government announcement in October to scrap HS2 from Birmingham to Manchester, with no consultation, the UK badly needs to find a way to convince businesses and investors that we can commit to and deliver major infrastructure schemes. Long-term planning is more vital than ever.”
To ensure that the ‘strategic gap left by the cancellation of the northern leg of HS2’is filled, the Institution of Civil Engineers (ICE) urged the Government to review the rail schemes for the North and Midlands as part of Network North. ICE have also called for a national transport strategy for England so longer-term planning can take place.

The National Institute for Economic and Social Research (NIESR) have called on the Chancellor to commit to £30bn-a-year investment in upgrading the UK’s public infrastructure or risk the UK economy struggling globally. NIESR wants to see announcements on improving the UK’s transport and digital networks as well as a focus on skills and housing.

TfL
Mayor of London Sadiq Khan has called for the Autumn Statement to bring about a long-term funding deal for TfL as the current funding settlement ends in March 2024, Khan is calling for £569m in capital support for network upgrades and investment in road assets.

Science, Innovation and Technology
The Government comes into the Autumn Statement off the back of the UK hosting the AI Safety Summit and a King’s Speech, which featured science, innovation and technology heavily as the Digital Markets, Competition and Consumers Bill and Data Protection and Digital Information Bill were re-proposed to Parliament.

Research and Development
There have been several rumours of the Government proposing to simplify the R&D the tax relief system by proposing a single programme to replace the two existing schemes – the Research and Development Expenditure Credit (RDEC) and the SME scheme. This comes after draft legislation was proposed for a consultation and the Autumn Statement may detail whether the scheme comes into effect from April 2024 onwards.

This proposal has been welcomed by the PwC who have claimed that this move is particularly important in ‘light of a slowing global economy and inflationary pressures’. They then claimed that such a merger could allow the Chancellor to showcase a ‘pro-business agenda’.

Enhanced relief for AI
Off the back of the AI Safety Summit and the House of Commons’ Science, Innovation and Technology Select Committee’s criticism of the lack of AI focused bills in the King’s Speech, the Government may be under pressure to deliver something specific to AI in the Autumn Statement.
Moreover, techUK led a coalition of UK tech businesses, think tanks and trade associations in a letter to the Chancellor on the Autumn Statement. In particular, they suggested that the Government should show increased support to help SME’s digitalise. Specifically, they suggested that the Chancellor should provide an enhanced ‘support of 140% on the first £50,000 of expenditure on productivity enhancing digital services.’ They then stressed that this wou)ld provide an extra £232bn to the UK economy annually.

Culture, Media and Sport
The UK Government comes into the Autumn Statement with increasing pressure to deliver support and investment for the creative industries. This comes despite the King’s Speech announcing a new Media Bill and a bill to propose an Independent Football Regulator. Nevertheless, the King’s Speech only vaguely detailed that the Government will deliver ‘support’ for the creative industries- we may find out what exactly this support involves in the Autumn Statement.

Support for the Creative Industries
The Government may wish to deliver their support for the creative industries through tax reliefs for the creative industries. In particular, the Government is considering a response to the R&D tax relief scheme consultation from June 2023 with a reported decision being made at the next fiscal event – this may be the Autumn statement and something to look out for.

Additionally, in a session with the Lords Digital and Communications Committee, the Secretary of State for Culture, Media and Sport, Lucy Frazer, announced that the Department will eventually announce the second wave of the Creative Industries Clusters Programme. This proposal may come in the Autumn Statement or later.

To add to this, the Broadcasting, Entertainment, Communications and Theatre Union has piled the pressure on the Treasury to put ‘its money where its mouth is and support the sector and its workers’ given how the Government has long been ‘vocal about how central the creative industries are to a strong UK economy.’

Moreover, the Live Music Industry Venues and Entertainment (LIVE) trade body, called for additional support for the creative industries from the Chancellor in the Autumn Statement. Specifically, LIVE suggested that the Government should ‘provide urgent financial support, including an extension to grassroots music venues business rates relief and wider hospitality and leisure relief.’

Home Office and Justice
Criminal justice
Over the next parliamentary session criminal justice reform is expected to take centre stage following the vast array of bills set out in the King’s Speech which set out to increase whole life sentence orders and ensure tougher sentences for those who commit the most horrific crimes, the pledges also held a fundamental focus on establishing greater confidence in the criminal justice system.

It is safe to say that this is expected to feature in Hunt’s upcoming budget due to it also being part of
Sunak’s long term vision for a future Britain, which has safer communities; lower crime rates; and longterm decisions for keeping the country’s worst offenders locked up for longer, while ensuring the worst offenders face their victims in court. His vision also extends to ensuring victims have greater confidence in the criminal justice system.

Anti-social behaviour
Anti-social behaviour reform has also been at the forefront of Government discussion in recent months, with the recent enforcement made from the Home Office making the possession of nitrous oxide or ‘laughing gas’ illegal. Those found in unlawful possession of the drug could face up to two years in prison or an unlimited fine, and up to 14 years for supply or production.

However, an area somewhat expected yet not mentioned during the King’s Speech is the Government’s plans or commitment to tackling knife crime. This has been echoed by International Legal Practice Osoborne Clarke who have recently anticipated measures in relation to knife crime and sentencing. Despite this, the Criminal Justice Bill was introduced to the House of Commons yesterday which did mention new powers for the police to search and seize knives.

Illegal migration and asylum seekers
This year, Sunak’s promise to stop the boats has been at the forefront of the Home Office with the passing of the Illegal Migration Act. However, with Suella Braverman no longer being in post and the Act passing it seems likely that little will be said in relation to immigration and asylum. Despite this, London Councils have called upon the Government to provide extra support for asylum seekers and refugees in this year’s budget, asking for a fairer dispersal scheme across the whole country, and an expansion of the Local Authority Housing Fund to help local authorities acquire more housing for refugees and the wider homeless population.

Legal, court, and prison reform
The Conservative Party Conference also saw two key pieces of legislation proposed which may make an appearance in this year’s budget. The first, namely Della’s Law, would prevent registered sex offenders from changing their identities, and ensure the Government works to strengthen background checks so that they can catch undisclosed changes of identity. The second, namely Jade’s Law, would ensure that parents who kill a partner or ex-partner with whom they have children will automatically have their parental responsibility suspended upon sentencing. This legislation will be embedded in the Victims and Prisoners Bill which has been carried over into this session of parliament.

In terms of court backlogs, following discussion around an expansion to the current budget to modernise courts and tribunals, it is expected that this may also appear in the budget. Alongside this it has been previously mentioned that the Conservative Government is expected to roll out the largest ever prison expansion program since the Victorian era.

The abcs of engaging Generation Z

The ABCs of building authentic connections with Gen Z

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

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

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

Watch the full webinar here.

Here’s just a few of the key insights:

1. Gen Z personas are fluid and dynamic

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

November on the Journalist Enquiry Service

Christmas gift ideas, Winter healthcare, and goodbye to bedbugs: What journalists need from PRs in November

The life of a news reporter often means reporting on strange or unusual events and stories –  many nationals, including the HuffPost and Reuters, have dedicated sections just for them. One unusual news story that hit the headlines last month was the infestation of bedbugs in Paris, which led to ‘bedbug’ joining ‘Halloween’ and ‘Christmas’ as a popular topic for journalists using ResponseSource. 

Want to know what type of PR requests and coverage opportunities are in high demand? Here is what the media are asking for in November and beyond.  

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

Christmas stays at number one

With less than 50 days to go now until Christmas, it’s unsurprising that it has stayed as the top keyword across all journalist requests on the Enquiry Service. The overall requests have increased by 5% from September, with a total of 18% of all incoming enquiries featuring the keyword Christmas.

The majority of Christmas enquiries centre around gift guide recommendations or advent calendars, with journalists at outlets such as The Guardian, Heat magazine and The Sun submitting requests last month. However, there have been enquiries focusing on other aspects of the festive season too, including ‘the Christmas trends of 2023’, ‘all in one Christmas dinner kits’ and a case study about ‘My first Christmas as a…’.

The variety of requests show that Christmas presents more than just opportunities to get products featured in the media, and there should be plenty more enquiries around this topic throughout November.

Seasonal surges

A lot of journalists, especially feature writers, will be planning content weeks and sometimes months in advance. While it may not officially start till next month, ‘Winter’ has become the second most popular keyword on the enquiry service, with 3% of the total requests featuring the word in October. This is 2% higher than ‘Autumn’ as a keyword.

Many of the requests with the keyword ‘Winter’ were focused around health and skincare. This meant a 21% increase for the health category from September to October as a result. Journalists at the Express.co.uk, The i paper, Stylist.co.uk and woman & home were all looking for information and experts around this topic.

The enquiries with ‘Autumn’ as a keyword were geared more towards days out and activities to try – the Travel category and Entertainment & Arts category both rose by around 20%. 

AI on the agenda

Journalists have been using the Journalist Enquiry Service to source information and comment on AI for much of the year. and in October, use of the word in enquiries increased again as it cropped up in just over 2% of all enquiries. This was largely down to the AI safety summit that took place in the UK at the beginning of November.

Journalists were looking for information and experts to comment on the first event of its kind, as Rishi Sunak and other world leaders met with tech companies and civil society organisations to discuss the responsibility of using AI safely in all aspects of life. Several categories received a big boost because of this with the Computing & Telecoms category up by 34% and the Public Sector, Third Sector & Legal category increasing by 38%.

AI is likely to remain a pretty constant source of content for journalists so there should still be lots of opportunities to get experts included in titles such as Verdict, Reuters and BBC News.

A comeback for Covid?

Covid cases have been increasing in the last month and so have enquiries from the journalist community on the topic, making up just under 2% of the total requests.

The ongoing Covid inquiry was also a likely catalyst for the increase in reporting, meaning a 30% increase for the Medical & Pharmaceutical category. Requests have come from outlets including GB News, MailOnline, The Times, and the Financial Times.

Who is using the service?

Staff journalists are the main users of the service with 51%, followed by freelance journalists who account for 25%. The majority of journalists are from consumer media titles (36%) with national newspaper/current affairs outlets making up 25% and the trade/business/professional media just behind that at 17%. 

Our report shows that 35% are looking for a spokesperson or expert. 26% put in requests for review products, with 20% needing information for an article and 10% of journalists trying to find a personal case study. The top ten outlets for October were evenly split, with five being national press titles and the other five from consumer media.

Opportunities coming up in November for PR and comms professionals

With Halloween and Bonfire Night now gone, Christmas is the main holiday for journalists to focus on. This will mainly be for gift guides and advent calendars, but as we’ve seen in October, there are plenty of opportunities available for PRs (hopefully not a return for the bedbugs).

This month is Movember and also has International Men’s Day (19th) so expertise around men’s health and mental health is likely to be needed. Alcohol Awareness Week (15th – 21st) also falls in November meaning a need for health expertise. Journalists will also be keen to find out the Black Friday deals (24th) that are available, opening up more chances to get products featured in national press and magazines.

Find out more about the Journalist Enquiry Service here

The benefits of B Corp

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

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

Want to join them?

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

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

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

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

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

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

What does achieving the status involve?

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

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

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

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

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

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

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

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

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

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

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

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

Social impact PR

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

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

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

1. The Pret Foundation offers enrichment

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

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

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

2. Persil says Dirt Is Good

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

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

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

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

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

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

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

4. Cat’s Protection celebrates black cats

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

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

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

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

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

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

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

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

1. What does ‘best’ mean for you?

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

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

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

2. Visibility over time

Impact over time

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

3. Key message penetration

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

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

4. Which spokespeople gain the most traction?

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

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

5. Is it on your target media list?

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

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

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

6. Vuelio’s Impact Score

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

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

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

Want to learn more? Get in touch here.

PRCA and CIPR launch mental health tracker for 2023

Annual mental health survey for the PR and comms community relaunched by CIPR and PRCA

To address mental health challenges in public relations, the Chartered Institute of Public Relations (CIPR) and the Public Relations and Communications Association (PRCA) have teamed up once more for their annual mental health survey

In partnership with Opinium, the Wellbeing in Public Relations Tracker 2023 from CIPR and PRCA will aim to benchmark progress on mental health and wellbeing within the industry.

2022’s survey results found that PR professionals are significantly less likely to take time off work to rest and recover from poor mental health when compared to other UK professionals. One in five (22%) PR practitioners who experienced issues with mental health had taken time off from work in the last year, when compared to the national average of 41% across all professional industries. On a positive note, the survey showed a return to pre-pandemic levels of mental wellbeing scores.

CIPR Chief Executive Alastair McCapra said of the survey’s relaunch:

‘I’m very proud that both bodies have joined forces once again for this important piece of work.

‘The modest progress revealed last year is encouraging and demonstrates a step in the right direction but clearly much more is needed. By completing the survey this year you can help us identify where that action is needed. Too often, working in public relations can feel overwhelming and for too many, their relationship with work is the cause of poor mental health. That is unacceptable and unsustainable. We have a long way to go and I hope this collaboration helps move us closer to embracing a healthier approach to work.’

PRCA Managing Director Renna Markson added:

‘While last year’s survey did highlight a small improvement in mental wellbeing scores, which had returned to pre-pandemic levels, there’s still much work to be done.

‘Our industry is still a place where people have a lower quality of mental health than they should. Employers and employees alike have a part to play. Both our organisations are committed to improving mental health across our industry, and this survey helps us work out where our priorities should lie. We encourage our members to take part, have their say, and help to set a healthier agenda across public relations, communications and public affairs.’

Take part in the Wellbeing in Public Relations Tracker 2023 here to have your say.