Why PR should lead (not own) influencer marketing

As influencer marketing matures it needs better leadership not ownership by any one creative industry. PR has a core role to play in helping lead the discipline. Influencer marketing is forecast to be worth up to $10bn next year. So says MediaKix’s well-worn forecast trotted out in countless articles and keynote speeches. Last year $5bn …

How to construct an internal comms narrative

By Liam FitzPatrick, Don’t confuse messaging with spinning – being persuasive begins by understanding what your audience really believes already. At the heart of every communication plan is the essential message that needs sharing. Who hasn’t experienced the joy of debating the nuances of words with project teams, or attempting to draw together the diverging opinions …

Get over imposter syndrome and get chartered

By Mandy Pearse, A week ago I had a pit in my stomach and a huge bout of Imposter Syndrome as I looked at my file full of notes. Why on earth had I decided to put myself forward for the CIPR’s Chartered PR assessment? To rewind slightly I qualified as a Chartered Marketer 24 …

Why we need to manage our news consumption

By Gemma Storey, Reuters has found that 35% of British people deliberately avoid seeing, reading or hearing the news (with many citing a range of emotions over Brexit as the motivator behind their avoidance). Fifty-eight per cent of people surveyed said that they avoided the news because it had a negative effect on their mood, and …

Phone-based video editing: More bang for your buck

Video editing on your phone has never been easier – or more sophisticated. Two of my favourite on-phone editors have just had significant upgrades, potentially making life more cushty for all of us and, increasingly, rivalling the functionality of high-level desktop editing software. Starting out: iMovie iMovie for IOS is free from Apple and superbly …

Influencer marketing after Instagram

Are there long-term downsides to Creator accounts, Checkout, and branded content ads? What are the alternative approaches and platforms? Instagram is the current powerhouse platform for B2C influencer marketers. The image-led platform boasts a billion monthly active users.There are 500 million daily active Stories users. Sixty per cent of users  seek out and discover new products on …

Depressed and depressing: the state of UK news media

There’s not much good news for UK media in the Reuters Institute Digital News Report 2019. The UK is suffering from news fatigue. Media coverage of Brexit is impacting the mood of the nation according to Reuters Institute Digital News Report 2019. You can download a copy of the report by following this link. More …

Why VW’s electric driving campaign is worth the risk

Most companies expressly avoid mentioning past scandals in their advertising. Not so VW, which makes its 2015 diesel emissions crisis the starting point for its latest ad ‘Hello Light’. The ad is clearly intended to signal VW’s shift to electric driving, while drawing on the company’s glory days of the 1960s and 1970s. It is …