{"id":128731,"date":"2020-03-09T15:21:30","date_gmt":"2020-03-09T14:21:30","guid":{"rendered":"https:\/\/www.vuelio.com\/uk\/?p=128731"},"modified":"2020-03-09T15:24:28","modified_gmt":"2020-03-09T14:24:28","slug":"pr-blogger-spotlight-with-sarah-waddington-astute-work","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/pr-blogger-spotlight-with-sarah-waddington-astute-work\/","title":{"rendered":"PR Blogger Spotlight with Sarah Waddington, Astute.Work"},"content":{"rendered":"

\u2018I try really hard to practice what I preach\u2019 \u2013 FuturePRoof founder, podcaster and former CIPR president Sarah Waddington shares her knowledge of the PR industry with future clients as well as her peers at Astute.Work<\/a>.<\/strong><\/p>\n

Read on for her thoughts on how the industry needs to do more when it comes to wellbeing, hiring practices and which other public relations-related blogs are worth checking out (you may recognise a few…) <\/strong><\/p>\n

How did you originally get started with writing about PR, marketing and comms?<\/span><\/strong>
\nIt\u2019s about the say\/do gap. You can\u2019t advise clients or up and coming talent that they need to be blogging about business and industry without doing the same. I try really hard to practice what I preach. I\u2019m an infrequent blogger but am passionate about what I write.<\/p>\n

What\u2019s your favourite thing to post about and why?<\/span><\/strong>
\nAt Astute.Work we\u2019ve developed a management consultancy which sits alongside our PR and marketing offer<\/a>. Having just completed a course at Oxford Sa\u00efd on this subject, I guess I\u2019m most enjoying writing about leadership.<\/p>\n

What are some of the recent campaigns you\u2019ve written about that you really liked and why were they special?<\/span><\/strong>
\nAstute.Work helps management teams to drive ethical and sustainable growth over the long-term and manage market volatility. As such the campaigns I\u2019m drawn to are those where there is a visible attempt by the company to build social capital over the longer-term.<\/p>\n

That said I\u2019m going to mention a #FuturePRoof initiative on influencer relations<\/a>. Two of your other Top 10 bloggers, Scott Guthrie and Stephen Waddington<\/a>, wrote a brilliant guide to influencer marketing governance with Vuelio\u2019s support. It\u2019s very of the moment and everyone should keep a copy bookmarked.<\/p>\n

With mental wellbeing being a big issue in the industry at the moment, what do you think agencies can do to support their employees?<\/span><\/strong>
\n*Soapbox klaxon*<\/strong> Here\u2019s one I wrote earlier with the now President of the CIPR, Jenni Field<\/a>. Sort your governance out please, PR bosses! This is about good business, nothing else.<\/p>\n

How can the PR industry work on its diversity problem?<\/span><\/strong>
\nSimply, by stopping recruiting in its own image and being more open minded than asking for a 2:1 or above from a Russell Group University. We love to make it harder than it is. Hugely talented people are out there if you can be bothered to look outside your own networks.<\/p>\n

How has the relationship between the media and public relations changed during your time in PR?<\/span><\/strong>
\nNot sure it has, there remains the age old tension between what they want and we need.<\/p>\n

The difference is public relations now employs the PESO model and we invest most heavily in owned media, making earned less relevant (although still important). There has most definitely been a shift in power. I wrote about it here<\/a>.<\/p>\n

Do you think calling to pitch stories to journalists can ever be a good move?<\/span><\/strong>
\nJournalists and PR professionals have a symbiotic relationship. We need each other. So yes, but only when you\u2019ve done your research and you feel confident you\u2019re pitching something that fits the target title and is fresh.<\/p>\n

What are the pros of working with influencers versus \u2018traditional\u2019 media?<\/span><\/strong>
\nCo-creation of content, by a long way. Plus, greater creativity of thought and new ways of working.<\/p>\n

Do you work with other PRs on your blog? How would you prefer they approach you and with what kind of content?<\/span><\/strong>
\nI\u2019m always happy to consider Q&As or first person articles from other business leaders pitched by a fellow PR. The best interviews are housed on Astute.Work\u2019s My Friends In The North<\/a> podcast.<\/p>\n

What other blogs do you check out regularly?<\/span><\/strong>
\nI\u2019d better mention my husband<\/a>\u2019s, but I regularly read Influence from the CIPR<\/a>, as it curates lots of interesting blogger content \u2013 as does Vuelio, for that matter!<\/p>\n

\"Reach-the-right-influencers-with-the-Vuelio-media-database\"<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

\u2018I try really hard to practice what I preach\u2019 \u2013 FutureProof founder, podcaster and former CIPR president Sarah Waddington blogs at Astute.Work<\/p>\n","protected":false},"author":312,"featured_media":128735,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[7365,7272,4038,6980],"tags":[],"_links":{"self":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/128731"}],"collection":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/users\/312"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/comments?post=128731"}],"version-history":[{"count":5,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/128731\/revisions"}],"predecessor-version":[{"id":128747,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/128731\/revisions\/128747"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media\/128735"}],"wp:attachment":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media?parent=128731"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/categories?post=128731"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/tags?post=128731"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}