FTI Consulting’s Energy arm gains three client wins

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FTI Consulting has been appointed by three new clients in the oil and gas sector.

Edward Westropp

FTI has been retained for strategic corporate and financial communications advice by Green Dragon Gas, Upland Resources and Northern Petroleum.

Green Dragon Gas is the largest independent producer and distributor of Coal Bed Methane in China, and Upland Resources is an up and coming oil and gas exploration company with onshore UK assets, both of which are listed on the London Stock Exchange.

In addition, Northern Petroleum is an AIM-listed exploration and production company with interests in Canada and Italy.

Managing director Ed Westropp and the UK energy team at FTI Consulting will lead on the three briefs.

Opinion: why online reputation management is more important than ever

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Dave King, CEO at digital reputation and intelligence firm Digitalis Reputation, on why online reputation management (ORM) is more important than ever.  

Google loves negative content, so five years from now we will all look worse online despite press releases, media relations, interviews, thought leadership pieces and social media engagement.

Like so many sensationalist opening lines, that’s not entirely true – Google does not itself necessarily favour bad news. But, while the dominant factor influencing the algorithms of Google and other search engines remains the interest in a particular page from elsewhere on the web, it might as well be true.

Human interest dictates that, like-for-like, a negative piece about your client will naturally achieve more links, likes, Tweets and other “social signals” than its positive counterpart; all of which are the manna on which Google’s algorithm feeds to determine ranking.

Tabloid pieces with sensationalist headlines, false blogs by disgruntled former employees or partners as well as real news about former misgivings all tend to be more interesting than, achieve more traction than, and thus outrank, more contemporary, positive news in search.

This issue is arguably exacerbated by the recent development of Google’s “sentiment algorithm”. In the same way that the search engine favours a balance of media types in its first page listings, increasingly we see the algorithm seeking to display a balance of sentiment too.

What that means to clients, of course, is that the single critical – even erroneous – article is now a greater threat than ever and will glean even greater traction than before in an otherwise positive profile.

No surprise, then, that most of our business in the online reputation management field comes from PR firms whose clients seek technical assistance which is beyond the means of traditional communications providers.

A host of new, positive news or social media narrative might feature alongside its negative predecessor in a search engine but seldom is it sufficient alone to displace that nagging attack. Ranking is determined by technology which draws on a myriad of data sources. In the same way, sophisticated rebalancing must rely, too, on data, analyses and informed action. In a crisis, there is now a third seat at the table next to lawyers and PRs – the tech team.

This new, now emerged field of ORM (online reputation management) goes beyond SERP (Search Engine Results Page) Management, of course – and there are other areas in which online technology can enhance the impact of more traditional disciplines.

Monitoring continuously online for threats; mapping the digital attack surface to identify the lurking legacy issues which might plague your client when they come under media scrutiny for the first time; tracking the activity of key stakeholders and influencers all, done well, require technology.

Often this level of technical sophistication is superfluous to needs, of course, but in extremis, we might be monitoring in real-time new links, likes and Tweets into every piece of content ranking for a client’s name with a view to predicting ascent, informing preparedness and prioritising activity on the part of legal, PR and security advisors. That kind of data trawling and analysis simply can’t be completed by humans alone.

As ORM is increasingly moving from being only a post-crisis solution to a strategic component of routine risk mitigation, it becomes more likely to feature on the marcoms budget ledger alongside other, now fully-emerged, digital disciplines such as web design and SEO.

In the meantime, it remains the weapon of those in the know.

  • Dave King founded Digitalis in 2009 to address online reputational risk. His legal education has been beneficial in developing relationships with the leading law firms in London and he oversees a number of our key client relationships.

Micro Scooters hires Cow PR

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Scooter brand Micro Scooters has appointed Cow PR as its retained UK PR agency, following a four-way pitch.

Micro Scooters

Micro Scooters was founded in Switzerland by Wim Ouboter in 1999, who was voted the 9th best toy inventor of all time in the ToyNews 2016 Inventors Workshop survey. It went on to be launched in the UK by Anna Gibson and Philippa Gogarty.

Cow PR has been brought on board to support Mico Scooters’ nursery, children’s and adult ranges, as well as raise awareness of its Scooter Schemes.

The team aims to enhance the brand’s reputation for quality and design, and create a deeper emotional connection with consumers by supporting its Made For Adventure ethos.

Cow’s team will run a content-led press office that will target both consumer and trade media, as well as roll out an influencer ambassador programme.

Cow director Gloria Trapezaris and creative director Matt Wilcock will head up the team.

Ben Gibson, MD at Micro Scooters, said: “It was clear as the pitch process got under way which agencies just ‘got’ us. We are really pleased to have Cow on board and excited about what they have to offer; we know they’re going to complement our team and existing agency mix really well.”

MHP announces 2017’s Young Journalist Awards: 30 to Watch

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MHP Communications is holding its annual awards, which celebrate the UK’s best young journalists, on 25 May 2017.

The awards will be presented by former ‘30 to Watch’ Gold winner Sophy Ridge who has gone on to become an established media industry name.

Free to enter, the only entry criteria is that nominees must be under the age of 30 and working full time in any aspect of the UK media.

MHP’s own media specialists led by Ian Kirby, former political editor of The News of the World and Adam Batstone, former assistant editor at BBC News, are on the judging panel.

They are joined by external judges Camilla Mankabady, output editor ITV News at Ten, Dave Wooding, political editor of The Sun on Sunday and another 30 to Watch Gold winner, Peter Campbell of the Financial Times.

Ian Kirby, head of media at MHP, said: “The Young Journalist Awards are a fantastic celebration of this country’s rising media stars. Our list of former winners is a roll call of the brightest and the best and I’m particularly pleased that winners like Sophy Ridge and Peter Campbell continue to support 30 to Watch.”

Nasima Hussain joins Promote PR as managing partner

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Speed Communications’ former managing partner, Nasima Hussain, has joined sport, fitness, wellbeing and tech specialist Promote PR as managing partner.

Nasima Hussain

Hussain has more than 20 years’ experience in PR and comms across sectors including health and wellbeing, beauty, entertainment and FMCG.

With previous senior roles at agencies including Bray Leino, Grayling and The Communications Store, as well as Speed Communications, Hussain has led integrated campaigns for global brands such as Samsung, P&G, Marks & Spencer and Heinz.

In her new role at Promote PR, Hussain will be responsible for the future strategic direction of the agency, which has experienced significant growth in recent months following new client wins, including Polar and British Rowing.

She will report to Promote PR’s founder, Sue Anstiss.

Anstiss said: “I am so excited to welcome Nasima to the team. This is an incredibly key new role for the agency as we look to the future. The space of active health and wellbeing is becoming ever more competitive, but our experience and insight in this space is second to none, and puts us in a strong position for future growth.

“Nasima’s focus will be to support the development of our exceptional team and enhance the range of services we offer our clients so we maintain our position as the destination agency for brands and organisations in the industry.”

Hussain added: “Promote has exceptional heritage in sport and fitness, and I am delighted to be joining the agency. It’s a great team and their ethos of helping people to take responsibility for their own wellbeing and be more active is very empowering. I am looking forward to helping Sue capitalise on her extensive knowledge, experience and connections to drive the business forward.”

M&C Saatchi to put problem of single-use plastic waste “on the map”

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M&C Saatchi and M&C Saatchi PR have teamed up with charity Surfer’s Against Sewage to put the problem of single-use plastic waste “on the map”, and raise awareness of the growing issue of marine litter.

‘Wasteland – the world’s newest and “most threatening country”‘

Surfers Against Sewage, one of the key pressure groups behind the introduction of the 5p plastic bag charge, is rebranding a continent-sized area of plastic waste in the North Pacific as ‘Wasteland’, which it says is the world’s newest and “most threatening country”.

It will launch activity later this year with a fully integrated campaign rolled out over the next four months.

Chris Hides, MD at M&C Saatchi PR, said: “Much has been said in recent months about marine litter and plastic pollution. To cut through and deliver the behaviour change we first need to dramatise the issue by putting marine litter into a more meaningful context.

“Casting plastic pollution as a menacing superpower allows us to deliver the call to action as we will be inviting people to Join the Resistance.”

Hugo Tagholm, chief executive of Surfers Against Sewage, added: “In a remote area in the North Pacific lies one of the most catastrophic man-made disasters to have ever affected the earth. Five times the size of the UK, Wasteland is growing and threatens to destroy us and our planet, yet it is a ‘country’ not many know about.

“We’re incredibly excited to be working with M&C Saatchi on this campaign, with an aim to change the way people view and ultimately use single-use plastics. We hope that many will Join the Resistance to stop the flow of plastic that is feeding Wasteland.”

W opens “northern powerhouse”

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W Communications has acquired Newcastle-based GluePR and renamed it W North, as the agency looks to provide its clients with “a view outside of the London bubble”. Christian Cerisola, GluePR founder, will lead W’s new “northern powerhouse”.

Christian Cerisola and Richard Tompkins

W said that the need for a more northerly-focused capability had been growing across the agency’s client base and the Newcastle office will cover regional areas around Scotland and the Borders, Manchester, Liverpool and Newcastle.

W North will officially open its doors on April 3. Cerisola, who founded GluePR in 2015, will work closely with W founder Warren Johnson and MD Richard Tompkins.

Cerisola said: “As soon as I met Warren, Richard and the W team I knew that this was not only a fantastic step for me, but also for the PR and communications industry in the North East. There are already lots of good operators here, but to be able to add the weight of a globally recognised, award-winning consultancy to the pool is not only exciting for local and regional businesses, but also a kitemark for this city, which is successfully positioning itself as a true home for creativity.”

Johnson added: “There are real differences in culture, interests and consumer habits across the UK, which if anything are growing even more distinct. Not just from north to south, but city to city, town to town. It’s incredibly important for agencies not to get stuck in the London mindset and evolve a more locally responsive approach to communications – not just for themselves, but for the clients they represent.”

Tompkins said: “We spent a lot of time looking at different cities and towns across the North of England and into Scotland, but settled on Newcastle because of its unique blend of strong culture, burgeoning creativity, connectivity to both the South and Scotland, and, most importantly, the quality of talent available.”

This is W’s second acquisition in six months. In October, the agency acquired House PR to “bring expertise in entertainment and hospitality brands.”

W’s acquisition of House followed hot on the heels of the agency opening a full-service office in Amsterdam, 12 months after making its debut in Asia with the launch of a Singapore office.

Hotwire set to handle UK PR for Newsflare

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Hotwire has been selected as the UK integrated comms agency for Newsflare, an online video news platform for user generated video content.

Kate Hamilton

After a six-way pitch, Newsflare has chosen Hotwire to spearhead its consumer and B2B communications in the UK.

The team has been tasked with positioning Newsflare as the home of quality user generated video content for production houses, brands, publishers and broadcasters as well as uploaders, and with leading a media relations campaign that will focus on raising Newsflare’s profile through thought leadership, advocacy and research.

Sian Melonie, senior marketing manager at Newsflare, said: “When we met Hotwire, we knew from the start that it was the agency we had to partner with. We were looking for an agency that not only had deep sector knowledge of the video and media space but could deliver big creative ideas that grab both consumers’ and businesses attention – a skill that not many agencies can deliver on as well as we know Hotwire will.

“The team’s understanding of our industry, combined with its unique, insight-led approach and network of not only media, but industry contacts too, made it stand out above the rest.”

Kate Hamilton, director at Hotwire, said: “The team is thrilled to be working for Newsflare – it’s a great opportunity for us to think big, use our network to its full potential and turn our minds to consumer and B2B audiences. There’s also the potential for us to expand our programme across the pond to our colleagues in the US at a later date, which is very exciting. We’re looking forward to putting our creative ideas and plans into practice.”

PR, journalism and fake news at Ad Week 2017

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The BBC and Buzzfeed joined Weber Shandwick at an Advertising Week Europe event on Monday (20 March) in a session titled: “Navigating the New Abnormal: A Brand Survival Kit in a World of Fake News”.

From left to right: Jim Waterson, Danny Whatmough, Vivian Schiller and James Montgomery

The panel comprised Danny Whatmough, head of social, EMEA at Weber Shandwick, Vivian Schiller, editor-in-chief at Weber Shandwick, James Montgomery, director, digital development at BBC News and Jim Waterson, politics editor, UK at Buzzfeed and was chaired by Joey Jones, head of public affairs at Weber Shandwick. Speakers discussed the role that digital has played in the transformation of media, and explored how this has affected trust in both media and other brands.

Here are a few of the key points made by the journalists and PR professionals as they offered guidance for navigating the current news environment:

The website, as a primary destination, is over 
According to the panellists, consumers and audiences are no longer accessing content through owned-web pages. Montgomery said: “The cornerstone of the BBC’s brand is the fact that you can trust its news. But, trust in all brands and institutions is falling across the western world, and we are a part of that.

“One of the causes is the way that content is distributed across social media, and certainly one of the things that we talk about a lot at the moment is how to make sure that content consumed indirectly is attributed back to the BBC. We want readers to know that it’s BBC content they’re consuming, and that – therefore – they can trust it.”

This trend has implications for the monetisation of content.

Schiller added: “The only way, at the moment, for a publisher to make money by living exclusively on platforms other than its own is through branded content, whereby the publisher gets paid for impressions across any platform since the content itself is effectively advertising.”

If there’s no e-commerce element, argued the Weber Shandwick representatives, then there is no need for content to appear on a brand’s own page. It can live natively on other, more reachable or commonly accessed, platforms.

Not all fake news is equal
According to the Scale of Intent, originally published by First Draft News, fake news can range from the, relatively benign satire and parody, which has no intention to mislead (though it sometimes does), to entirely fabricated content, which is produced with deceptive intentions.

In between these two extremes are other iterations of fake news such as cases of manipulated content, where genuine information or imagery is manipulated to deceive, or false context, where genuine content is shared with false contextual information.

To Waterson, it is the middle-ground which is the most threatening in the UK.

He said: “When we were trying to do some research into fake news in the UK, as we looked into what’s been shared and what’s gone viral, we found it was often a story from a title such as the Daily Express, the Mail or The Independent, which had an incredibly partisan headline stretching facts to the absolute limit. That was our equivalent of fake news – the headline didn’t really stand-up to scrutiny.

“From a brand perspective, I’d have thought the main worry would be that one Tweet which gets re-Tweeted 5,000 times, which has a kernel of truth, which has a picture which is misdescribed, which gets aggregated by 10 sites before anyone has noticed what’s going on, and then a correction is put-out the following day, but no one is reading by that point.”

Apolitical is no longer an option for brands
Citing the Kelloggs and Breitbart example – where the food company chose to withdraw advertising from the news and opinion website, with social media backlash on both sides as a result – Whatmough said: “It’s a really interesting situation at the moment, where brands have to make choices.”

Whether they choose to advertise on certain platforms or not, brands are aligning themselves with certain ideologies or politics in ways which they haven’t always in the past, he explained.

Schiller agreed, she added: “Staying out is no longer an option. Things that were once ordinary are now being politicised. Something that, two years ago, would have been totally anodyne, is now a political statement. It’s very difficult to sit on the sidelines.”

  • View video from the entire panel session on the Advertising Week website here.

 

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