{"id":145058,"date":"2024-01-02T12:38:30","date_gmt":"2024-01-02T11:38:30","guid":{"rendered":"https:\/\/www.vuelio.com\/uk\/?p=145058"},"modified":"2024-01-02T12:46:38","modified_gmt":"2024-01-02T11:46:38","slug":"barbie-airbnb-and-octopus-the-pr-winners-of-2023","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/barbie-airbnb-and-octopus-the-pr-winners-of-2023\/","title":{"rendered":"Barbie, Airbnb, and Octopus: The PR winners of 2023"},"content":{"rendered":"

It\u2019s 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<\/a> for brands, media personalities, and sports organisations making the headlines. <\/strong><\/p>\n

Bravo to Barbie\u2019s team, Ryanair, and Octopus Energy, but there\u2019s room for improvement from companies working with oil clients and those who still haven\u2019t sorted out their gender pay gaps\u2026<\/p>\n

Amazing work from Amex, says Sarah Woodhouse, director at AMBITIOUS PR<\/a><\/h3>\n

Winner:<\/strong> \u2018I still love Amex\u2019s Small Business Saturday<\/a> campaign. It\u2019s purpose driven, it has a narrative, and it becomes more relevant every year.\u2019<\/p>\n

Could do better:<\/strong> \u2018The example of crisis \u2018losers\u2019 comes from within our industry, Clean Creatives<\/a> 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.\u2019<\/p>\n

An A+ for Airbnb\u2019s comms, from Sarah Danzl, CMO at Skillable<\/a><\/h3>\n

Winner:<\/strong> \u2018A clear winner was Airbnb<\/a> and its pledge to offer housing to Ukrainian refugees. In doing so, it gave a clear demonstration of its mission \u201cto create a world where anyone can belong anywhere\u201d. 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.\u2019<\/p>\n

Could do better:<\/strong> \u2018Silicon Valley Bank<\/a> is a good example of what can go frightfully wrong when communications are vague and mistimed, or when a CEO isn\u2019t prepped well enough for an interview.<\/p>\n

\u2018The Gender Pay Gap Bot<\/a>, created by Francessca Lawson and Ali Fensome, called out companies that jumped onto the International Women\u2019s 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.\u2019<\/p>\n

Mental health campaign was meaningful for Rachel Gilley, chief client officer at Clarity<\/a><\/h3>\n

Winner:<\/strong> \u2018A campaign that I\u2019ve loved this year is Norwich City Football Club x Samaritans<\/a> 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.\u2019<\/p>\n

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Check in on those around you.#WorldMentalHealthDay<\/a> | #YouAreNotAlone<\/a> | @samaritans<\/a> pic.twitter.com\/ZC50AH5thl<\/a><\/p>\n

— Norwich City FC (@NorwichCityFC) October 10, 2023<\/a><\/p><\/blockquote>\n