60 Seconds with Gay Collins, Montfort Communications

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Gay Collins, one of the three founding partners of Montfort Communications, on what she loves about her job, her advice for people looking to get into financial PR and the role of The 30% Club. 

What’s the highlight of your working week?
There’s so much to choose from. Nothing beats coming into the office and getting a buzz from seeing the business that Hugh Morrison, Nick Miles and I have recently created and being with the team we’ve put together. It’s totally reinvigorated my passion for PR. A close second is reading a high profile article in a top tier publication that’s on message. Or a brainstorming session with colleagues where you come up with creative and exciting ideas. Or giving advice that you feel is going to really make a difference. Or a pitch to an exciting new client that went well and where you think there’s been a true meeting of minds.
I could list many more…

What’s the biggest myth or misunderstanding about financial PR?
That it’s about spin and not substance. As reputation becomes ever more central to organisations and their leaders it’s essential that we really understand our clients’ business issues, their marketplace and how to give advice that is original, deliverable and measurably of value. Many underestimate the senior access that the top financial and corporate PR advisers get, and the potential we have to shape the agenda for CEOs and the companies they run.

What’s different about Montfort from your previous agency incarnations?
Whilst I remain focused on financial services, Montfort has a broader reach across sectors and also goes much deeper into strategic counsel and high level advisory work. I also think we are more focused than any other agency in getting the most senior and effective team in front of clients.

Would a vote for Brexit be an ‘interesting’ challenge for financial PRs? How far ahead have you or your clients been able to plan with such an eventuality in mind?
The vote itself should be a personal rather than a corporate issue, but clearly the aftermath will be business critical if there is change. I’ve had many discussions and been involved in some planning, but modelling the exact impact is something of a “finger in the air” job.

You’re on The 30% Club’s steering committee. Can you take us through what the club is and what your work for it involves? 
The 30% Club is a voluntary organisation that seeks to create change by increasing the number and influence of women in senior roles within business. My role is to co-lead the PR group and sit on the UK Steering Committee.

How close are you to achieving your goals with The 30% Club?
I think we’ve gone from ‘why do it?’, to ‘how do we do it?’, and there’s a momentum and a mindset that won’t be reversed. Much of the progress has been on non executive roles; improving the executive pipeline will take longer and needs sustained effort and often a change in culture and practices to reach our goals.

You’re also a non executive director of JP Morgan Overseas and a board member of Cancer Research UK’s Women of Influence. What’s behind those roles?
The first, because I’ve advised many investment trusts throughout my PR career. Knowing the industry from the inside is crucial and this role gives me perspectives on the emerging issues, regulations and concerns, which in turn helps me advise clients more effectively and authoritatively. As for the Cancer Research UK role, where we mentor and raise money for female research fellows, I got involved because the attrition rate for women who are scientists is even worse than in banks, and if we can keep them in science longer, we can hopefully beat cancer sooner.

What is the best piece of career advice you’ve received?
The harder you work, the luckier you become.

And what would you advise someone starting in financial PR today to do?
Read, absorb, find an inspirational person to observe and follow and go that extra mile.

Which chief executive do you admire as a communicator and why?
Helena Morrissey [CEO of Newton Investment Management and founder of The 30% Club] – she has the art of bringing people with her on the journey and getting through a mountain of activity effortlessly – a true inspiration.

What do you to do to switch off from your professional life?
It’s not really a question of switching off. That’s a rarity. Rather it’s about ‘extra-curricular’ and managing time and opportunity. My family is front and centre of that and I’m constantly amazed by their support and humour.

PR agency M&A activity rises by 54% in 2016

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Merger and acquisition (M&A) deals in the global PR sector have risen by 54% in the first quarter of 2016, according to research by Results International. RI’s director, James Kesner, told Gorkana what this means for the industry and which specialisms are attracting investment.

Results International’s report shows that 20 M&A deals have been initiated in the first quarter of 2016, ending March 31, in the global PR sector for the year. This is a 54% rise compared to the same period last year.

To date, Edelman has been the only business to buy in the sector in 2016, as well as in 2015, with the acquisition of UK agency Three Monkeys in January this year.

In general, the UK was the busiest market in the quarter and accounted for 40% of all deals. Result International’s research also found that none of the buyers in the first quarter of 2016 made multiple acquisitions.

Kesner said: “With no buyers making multiple acquisitions, but a rise in M&A activity nonetheless, it suggests a lot of different groups are looking for a foothold in the PR sector. There is a broad range of buyers ranging from new entrants to the space and established marcomms players, to large PR firms, small to mid-cap marcomms businesses and private equity houses.”

Why there is financial opportunity in PR

Private equity houses have invested in PR globally because of the industry’s steady revenues, according to Kesner. Additionally, the opportunity to expand geographic reach and to service clients in new markets appeals to investors.

Kesner explained to Gorkana that budgets are in flux as marketers seek to find solutions to help them meet challenges with areas such as cross-device targeting and ad blocking and, as a consequence, this has made specialisms in content and social increasingly valuable.

“Many traditional marcomms businesses are now looking to bolster PR as a means to grow their offering in these spaces. Meanwhile, as search becomes an increasingly busy space, content becomes exponentially more important – making PR yet more influential,” he added.

Technology, content and healthcare sectors have seen big benefits

While generalist PR is often a “difficult space for M&A”, other specialist sectors such as social, technology, content and healthcare are “all very hot right now”, according to Kesner.

He said: “Content is the over-arching theme; it’s clearly all encompassing at the moment and applicable to all sectors. As more and more businesses employ content marketing people in-house, it’s only natural that PR businesses should evolve to support this.

“When it comes down to particular sectors that are doing well; analytics and social media, and the demonstrable results they offer, lie behind the success of the tech agencies.”

Healthcare businesses have seen success too, Kesner added, as they have aligned content management systems and brand communications divisions, across groups.

“This probably comes down to the fact that it’s such a resource-rich sector. Healthcare is more-or-less recession-proof as an industry and this is also applicable to PR agencies that service it. Growing regulation on traditional med/ed (medical/education) and other channels also makes PR a more open marketing channel.”

Brexit may have an impact on these trends

Looking forward, Kesner observed: “The market is healthy and there’s a broader range of buyers investing in the sector, covering everything from the large PR firms to small – to mid-cap businesses and private equity houses.

“M&A is always subject to peaks and troughs. Market uncertainty, for example around the threat of Brexit, may have an impact in this quarter,” he warned.

The combined disclosed value of the deals, in the quarter, was £29 million ($42m), according to RI, but it stresses the exact figures on the overall value of M&A deals is difficult to estimate. Most transactions in the sector are done with no financial information disclosed.

In 2015, the total disclosed value was around £241 million ($349m), but this was driven primarily by brand business Taylor Corporation’s acquisition of The Standard Register Company, for approximately £211 million ($306.7m).

  • For the research, Results International used an in-house team to track all PR deals using a combination of desk-based research, deals forums and direct intelligence from buyers and sellers. 
  • In February, Gorkana released a White Paper, ‘The changing identity of PR in the modern media mix’ which touches on how PR is increasingly offering integrated services as the industry evolves.

The Lifestyle Agency celebrates 50 years of The Who

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The Lifestyle Agency has been appointed to handle the PR for Roger Daltrey’s limited edition Champagne, which is being launched to celebrate 50 years of rock band The Who.

It has been briefed to raise the profile of Daltrey’s new offer, targeting a cross-section of media, the lifestyle agencyincluding news features desks, music and arts correspondents, and food and drink press.

The Who has been touring in the US since April 2015 and is due to headline at the Isle of Wight on 11 June. The Champagne is available for preorder through Eminent Life, a company which celebrates excellence in music and the Arts by creating limited edition products, and bottles will be distributed following the final tour date in June.

The Lifestyle Agency founder Charlie Mason Pearson will lead the account and report to Jerome Jacober, founder and CEO of Eminent Life. Also working on the account is senior account manager Alicia Legg and account executive Camilla Pelly.

The Lifestyle Agency has also been taken on to represent new mattress company Simba Sleep, which claims to offer customers a “100 night sleep guarantee.”

Alicia Legg will led the account and will report to James Cox, CEO and co-founder of Simba Sleep.

Eurovision Song Contest UK judge CeCe Sammy hires Tin Man

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TV vocal coach and chair of the UK’s judging panel for The 2016 Eurovision Song Contest, CeCe Sammy, has taken on Tin Man to help raise her profile as “one of the world’s top singing and musical educationalists”.

A former backing singer for Diana Ross, CeCe has previously worked to develop artists such as the Spice Tin ManGirls, Charlotte Church, Russell Watson, S Club 7, Beverly Knight, Michael Ball, Will Young and Leona Lewis.

She is also known for her TV appearances and behind-the-scenes contributions as vocal coach, judge and talent scout on various music and entertainment shows such as Pop Idol, America’s Got Talent, American Idol, X Factor and The Voice UK.

Tin Man has been briefed to develop CeCe Sammy’s profile as a leading music expert within the industry, with a focus on key TV and high profile projects she is working on over the next few months.

Starting with her position as chair for the UK judging panel, her role will involve heading up the five person jury, which includes singer/songwriter Bea Munro, DJ and record label owner Seamus Haji, singer/producer Sean McGhee and music producer Kiran Thakrar.

Mandy Sharp, Tin Man founder,  said: “CeCe is one of the most established vocal coaches out there and is hugely respected in the music industry.  She is totally committed and passionate about the power of music in improving all areas of our lives – from education to self-confidence to enhancing our general well-being and health. For us this is the deeper story that CeCe will share through the media.”

Members-only airline brings in Rooster PR

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FlyClubAir, a “members-only” airline which will run flights from London to Manchester and Edinburgh, has hired Rooster PR.

Rooster’s brief will be to raise brand awareness through PR and social media in order to build a membership base in the lead-up to the services’ launch this September.

FlyClubAir’s benefits are time-saving and the ability to avoid the crowds and trying processes of larger airports. Flights are bookable right up to the scheduled departure time through an app, and the time it will take to be seated on the aircraft after arrival is expected to be as brief as ten minutes.

Using executive aircraft, flight times will be approximately 50 minutes to Manchester and 85 minutes to Edinburgh.

Mark Tomlinson, director of FlyClubAir, said: “We’re excited to bring this concept to the UK market, satisfying a clear demand for fast, efficient and flexible travel between the UK’s major cities. We look forward to working with Rooster on our PR initiatives helping us reach the markets that we know will be drawn to this service, specifically the executive travellers who regularly move between the UK’s major business hubs.”

James Brooke, MD of Rooster PR, commented: “We have a strong client base in the airline and aviation industries so the opportunity to work with FlyClubAir to introduce this concept to the UK is exciting. There is clearly a market for such a model and we look forward to working with FlyClubAir as it establishes and grows the business.”

Founding memberships of FlyClubAir will offer special rates of just £1,495 per month for up to two reservations at a time, with the option to increase to £1,895 per month for up to four reservations per booking. A once-only £595 upfront payment is required to cover security checks and setup.

Future of the Press: Robert Jobson, royal editor of the London Evening Standard

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In the third part of our series looking at the future of the press with board members of the London Press Club (LPC), Gorkana’s Ronan George talks to Robert Jobson, director of the LPC, joint chairman of London Press Club Ball 2016 and royal editor at the London Evening Standard, about organising the LPC ball, the importance of socialising in journalism and why the fundamental skills of a journalist will never change.

You have responsibility for the London Press Club’s prestigious annual ball – one of the organisation’s main events. Firstly, how are you coping with the pressure and where will this year’s event be held? Robert jobson

I am joint chairman of the London Press Club Ball along with my good friend and colleague Ray Massey. This will be our third year running the annual event, which is the social highlight of the press and media year.

What makes a great and memorable ball?

I think the people. A chance to meet up with new and old colleagues. There are no other awards that offers a chance for journalists, executives and PRs to let their hair down and have a great time. Our sponsors Jaguar Land Rover, Qatar Airways, EasyJet, Givergy, British Airways, The Money Shop to name but a few, and our media partners, make this event special.

Their support is invaluable as is the support of all those who donate prizes to the auction and the raffle. The entertainment is first class too and the champagne certainly flows.

Once again we are holding the event at the Victoria and Albert Museum on 13 October which is a truly special venue. Our event organisers, Relish, handle all sponsorship and ticket inquiries. Please speak to Jenna George on: 0845 450 4195, [email protected], Relish Events, 131-151 Great Titchfield Street, London W1W 5BB.

What makes the press club’s ball so special and a highlight of the year?

Again I think it is the interaction of the people. This is not an awards event. We want it to be the best media networking event of the year – which it is – as well as a chance for the media and PRs to let their hair down and have a great time. Also, the important thing to remember about the London Press Club Ball is it raises money for the Journalists’ Charity – this past year we raised £30,000 on the night.

It is often said the traditional view of journalists and journalism doesn’t fit the reality of today. How important is it for journalists to socialise and attend these sorts of events?

I think it is crucial with so much emphasis on digital media that journalists get out and meet people. Those relationships forged over a glass of champagne when people are just being themselves are worth a thousand press releases.

You are also royal editor of the London Evening Standard and have been following the royal family for a number of years. What have has been your highlight – and lowlight – in your time in this role?

There have been many highlights for me in my 25 years as a royal correspondent. I have travelled the world on official tours – there are not many places I haven’t been. Climbing the Himalayas on a charity trek with Fergie was amazing, as was breaking the world exclusive that Prince Charles and Camilla were to wed. I’ve worked as an adviser and appeared in The Royals on E! TV show, as myself, for two series which has been fun. More recently, I broke the story that Harry was quitting the army which made headlines around the world.

The low point was obviously the death of Her Royal Highness the Princess of Wales. Such a tragic waste of a truly inspirational person.

How has the relationship between the press and the royal family changed during your career and how do you foresee it developing in the future?

The media relationship with the royals has changed dramatically over the years. In the past it was the norm for the press to cover private holdings – skiing or beach breaks – as well as official visits. Privacy changes has meant that no longer happens. I think the death of Diana was a tragic and significant moment. The press had to change and did. Although in my opinion the phone hacking inquiry and other privacy beaches put the press on the back foot. I believe the relationship has improved in recent years.

Do you have anything special planned to mark HM The Queen’s 90th birthday?

I am writing a commemorative book for the Royal Commonwealth Society to mark the event and will be covering it for TV and the Standard.

Do you have much interaction with PRs in your role? Or is it just with the key royal press secretaries? How has the royal family’s approach to PR changed in the last few years?

Only in my role as joint chair of the London Press Club Ball. Mostly I deal with contacts I have known for years and the royal household.

What are the dos and don’ts for PRs wishing to get in touch with you?

There are no dos and don’ts. If anyone wants to reach me I am happy to help. My Twitter is @theroyaleditor . They can contact me directly.

There has been major upheaval in the journalism world over the last ten years. What skills should aspiring journalists be armed with to flourish in their careers? What skills does a great royal reporter, or editor, need in particular?

I don’t think the skills of a journalist have changed. The ability to nurture and protect contacts. The ability to spot and see through a story. They are at the core of what any journalist – royal correspondent of otherwise – need to succeed. It doesn’t matter now whether you break the story in the press, on TV or elsewhere. The key remains get it right and get it first.

Robert Jobson is royal editor at the London Evening Standard, joint chairman of London Press Club Ball 2016 and director of The London Press Club.

The Club provides opportunities for journalists and others interested in the media to meet and learn of new developments, debate the latest issues and explore our collective past as communicators. It runs a range of regular events from networking drinks, sponsored by Gorkana, to discussions on matters of importance not only to journalism, but to the furtherance and protection of free speech throughout the world.

Robert Jobson was talking to Gorkana’s Ronan George.

Luther Pendragon handles Directa Plus IPO

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Directa Plus, an Italian manufacturer of graphene-based products, is using Luther Pendragon to handle PR as it pursues an initial public offering on AIM.

Graphene is an ultra-thin, but strong material, derived from graphite and Directa Plus has developed a proprietary, scalable manufacturing process to produce engineered graphene materials, which have found end-use applications such as a ski suit (made by Colmar and worn by French skier Alexis Pinturault, pictured).

Luther Pendragon was appointed, after a competitive pitch, to a general financial PR brief including profile-building.

Director Harry Chathli leads the team with associate directors Claire Norbury and Alexis Gore.

Directa Plus is understood to be planning to raise approximately £14m with a listing before the end of the third quarter of this year.

It intends to use the proceeds to support the ongoing development of graphene applications with existing and potential customers, to increase its manufacturing capability and production volumes, to repay convertible loans and for general working capital purposes.

Giulio Cesareo, CEO of Directa Plus, said: “Graphene’s properties are increasingly being recognised and consequently, the number of potential market applications is growing. Having overcome an important barrier to commercialisation – the ability to produce consistent high quality graphene-based products on a large scale, cost effectively – our focus is on satisfying the growing demand from potential customers in our core sectors and to partner with them to create new products that are significantly enhanced.”

Ziran Land brings in Gough Bailey Wright

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Property developer Ziran Land has appointed Gough Bailey Wright to carry out public consultations for a range of schemes.

The appointment follows a redesign of Ziran’s corporate website, which GBW undertook, and adds another developer to its portfolio.

Gough Bailey Wright’s specialist property PR team, which works closely with the agency’s creative, digital and production departments, will assist Ziran Land with retail developments in Bridgnorth in Shropshire and Northfield in Birmingham. More developments are in the pipeline.

The Midlands agency will provide the development firm with strategy guidance, public exhibitions, community engagement and public affairs services, assuring a comprehensive consultation process which will result in planning permissions across the region and beyond.

John Liggins, MD of Ziran Land, said: “Gough Bailey Wright is highly regarded for its property related PR and communications services and we’re delighted to have them on board to help us consult with communities up and down the country. The specialist team brings a wealth of expertise and successful consultation experience, whilst the agency itself is full service, so we get everything we need from one dedicated team.”

Gough Bailey Wright’s team for Ziran Land includes (pictured, left to right) adminstrator Nienke Boekraad, creative designer Stuart Matthew, PR account director Tess Randles and senior account manager Richard Harris.

Chloe Staniforth becomes youngest-ever CIPR accredited member

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A 20 year-old public relations professional from South Yorkshire has become the youngest ever accredited member of the Chartered Institute of Public Relations (CIPR), the UK’s professional body for PR practitioners.

Chloe Staniforth (pictured), from Rotherham, started work at Barnsley-based PR agency Cream when she was just 17. Since then, she has been promoted twice and currently holds the position of account executive.

Earlier this year, she was named as a finalist in the prestigious Suzy Ferguson Spirit Award 2016; a national awards programme set up in memory of one of PR’s brightest stars. The award acknowledges individuals of exceptional character, integrity and determination.

To gain CIPR accreditation, an individual must be a member of the CIPR and complete two consecutive cycles of Continuous Professional Development, proving their commitment to professional development and continuous learning.

Staniforth said: “Becoming an accredited member of the CIPR has given me confidence in my skills and knowledge. I started my career straight from college so didn’t have the degree to fall back on to prove my capabilities. Following the CIPR’s CPD programme allows me to develop my credentials in a practical way that I can apply to my work. It’s also a great quality standard to reassure clients of my commitment to professionalism.”

Koray Camgoz, CIPR public relations manager, explained: “Chloe’s recent accreditation is an outstanding achievement and serves as an excellent reminder of the role CPD can play at every stage of a practitioner’s career. To achieve Accredited Practitioner status at such a young age is a tremendous accomplishment.”

Jane Whitham, director at Cream, added: “Chloe is a fantastic role model for any young person wanting to get into PR. Her enthusiasm and drive, combined with her aptitude for PR, mark her out as someone with huge potential within the profession. The fact that she joined us straight from college should challenge the often widespread view that a degree is necessary for a successful career in PR.”

 

TCS retained to promote Regent Street

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The Communications Store has been appointed by The Crown Estate as the retained comms agency for London’s Regent Street.

Regent Street

 

Since 2002, The Crown Estate’s £1 billion investment programme in Regent Street has involved the redevelopment of historic blocks to create retail and office space behind the street’s facades.

“The world’s first shopping street” is known for its flagship retail offer, including major stores for Burberry, Apple, Watches of Switzerland, J Crew, Kate Spade and Hugo Boss.

TCS has been briefed to create an integrated comms campaign, which will include targeting digital, lifestyle, property, fashion and beauty specialists.

Activity will include strategic brand direction and planning, media relations, ambassador alignments, events, retailer coordination, digital consultancy and social channel management.

Fiona Hemming, lifestyle divisional director at The Communcations Store, will lead the account.

David Shaw, head of Regent Street Portfolio, said: “The Communications Store has established a market leading reputation for its experience and expertise across the retail and lifestyle sectors and will make a valuable contribution to ensuring that Regent Street remains ahead of the curve and continues to lead the way as a world class shopping and lifestyle destination.”

Julietta Dexter, founder and CEO of The Communications Store, added: “The Crown Estate has given us the most wonderful opportunity to work together to ensure that Regent Street develops even further into the unmissable shopping and entertainment experience that it should be. Our teams at TCS span a breadth of brands, skills and retailers and are, I believe, well placed to deliver innovation and impact to this campaign.”