PR Case Study: Flint PR - Londinium

PR Case Study: Flint – Londinium

/in /by

Flint helped the City of London Corporation to celebrate the City’s Roman heritage by promoting and driving engagement for its Londinium events.

Campaign: Londinium
Client: City of London Corporation
PR Team: Flint PR
Timing: July – October 2017

Summary

The City of London Corporation appointed specialist cultural comms consultancy Flint in May 2017 to lead a six-month campaign to promote Londinium, a curated programme of public events celebrating London’s Roman heritage.

Delivered by the City of London Corporation in conjunction with partners including the Museum of London, Shakespeare’s Globe Theatre, the Barbican and Bloomberg, events were staged throughout the Square Mile between July and October.

Londinium’s ambitious programme offered both a contemporary and historic artistic response to Roman London, comprising historical exhibitions, guided walks, educational talks, a street art commission, an immersive app-based audio experience, a hip-hop performance combined with 3D projection mapping and the celebrated Gladiator Games.

Objectives

Flint’s core objective was to engage diverse audiences in a public celebration of Roman heritage, targeting a wide variety of audience segments, driving footfall to the events within the Square Mile and maintaining momentum and engagement throughout the summer months.

The agency was also tasked with developing the Corporation’s social media following through Facebook, Instagram and Twitter. Flint also supported it with VIP engagement, as well as media buying and planning at key moments of the campaign.

Strategy and implementation

Flint launched the campaign with an exclusive Press Association photo and video shoot of the Trauma exhibition in the Roman Amphitheatre, securing national and international coverage in The Daily Telegraph and on AOL for the critical launch moment.

Further photo shoots throughout the campaign were delivered in partnership with Getty Images and the London Evening Standard, creating crucial assets for press coverage.

The agency secured historian and author Tom Holland as a Londinium ambassador to deliver a keynote speech at the programme launch and a comment piece for the London Evening Standard, while it also recruited Gladiator’s award-winning screenwriter William Nicholson to close the season’s outdoor film screenings with a talk and audience Q&A.

Of crucial importance to the client was the introduction of key journalists to the City’s Roman sites. The agency was able to introduce a number of journalists to the client, ensuring the season delivered an ongoing legacy for the Corporation.

Results

In total, over 120 items of coverage ran throughout the campaign, with the agency hitting 100% of the tiered priority media targets.

Flint also hit the desired KPIs for social media, delivering an approximate 3,000 new followers across the three core platforms through a multi-faceted content strategy.

• Picture credit: Clive Totman

WIJ Seminar: Women of Colour in Journalism

/in /by

Last week, Women in Journalism hosted a discussion about the issues that women of colour usually “whisper about to each other”.

Chaired by Afua Hirsch, author of Brit(ish), the speakers included BBC journalist Megha Mohan, Victoria Sansui of BuzzFeed, recent freelance journalist Aisha Gani and Financial Times science writer Anjana Ahuja. The event took place at the Met Building with the support of media law firm Wiggin.

“Women of colour bring the real stories” said Megha, who kicked off with an important example as to why the industry needs to let underrepresented groups have their voice. She said, “I was prepared to fight to give a lady, who wasn’t a journalist, but had access to a big story and spoke the language. We weren’t just going to take her ideas and contacts from her and do the story ourselves. She had to be the one to present it.”

Aisha, who is actually reporting in Bangladesh and the Rohingya refugee crisis in March, raised the point that “being on the ground from a certain background you can ask questions no else will.”

Big name outlets dubbed as “the pinnacle of journalism” send reporters out on jobs who “have no idea of how the majority of people in this country live.”

This was felt strongly by all speakers and audience alike, who were disappointed at the lack of white allies present at the discussion.

Representation matters, “when I was younger I thought I wouldn’t be hired as a journalist” said Victoria. Change is slow but with “support networks” and POC run outlets such as gal-dem and Black Ballad things are looking better.

The conversation shifted to diversity in the newsroom, with Afua stressing that “outlets want to say they are diverse but don’t want to accommodate the diversity in perspective.”

This was the reality of many liberal publications who despite their reputation sometimes “don’t have any POC in the room” claimed Afua.

Megha argued that “I want the industry to accommodate so that we can be ourselves as opposed to trying to fit into an industry that’s 94% white and 54% male.”

On being pigeonholed, all the speakers agreed it was their “duty” to give their communities a voice. Aisha pointed out the paradox of authenticity amongst BAME reporters. “If I’m not doing it where else will you find these stories? It is important you report things on your own terms.”

But Anjana has been selfish and told her editor’s she did not want to cover a story on race, “the industry needs to understand that Asian and black experiences are not the same.”

“I was sent to Bradford to go to speak to Muslim community but I have a Hindi name. I still went and wrote 5000 words but none of it was published.”

“You don’t have to carry the burden of representing anyone and I don’t think editors understand that” said Aisha.

Her advice to aspiring WOC journalists was empowering. She said, “we shouldn’t feel grateful for being in the industry. We deserve to be there because we have access and knowledge they need.”

Aisha argued that POC should not have to be exceptional, or prove that they have gone through “trauma” when someone else’s experience is “enough”.

The event concluded with the need to fix the retention problem amongst BAME staff, taking on more journalists from underrepresented groups to change the culture and more “happy stories” on BAME groups to show that “we are multifaceted”.

Brands2Life appoints Sam Holl and Lucie Smith

Brands2Life appoints Lucie Smith and Sam Holl as corporate practice directors

/in /by

Brands2Life has appointed Lucie Smith and Sam Holl as practice directors to lead client work and drive growth in its corporate and business communications team.

Reporting to joint managing directors Claire Rudall and Harriet Rich, the pair will help shape the direction of a 25-strong team with clients include pest control firm Rentokil, healthcare provider HCA Healthcare and engineering consultant Arup.

Smith joins the agency from Three and has 10 years’ corporate comms experience. She has worked at Travelex, techUK and agencies representing tech, telecoms, travel and financial services brands.

Holl joins Brands2Life from Kindred, where he led integrated programmes for corporate clients including Volkswagen, LV and the Department for Transport.

Rudall said: “We’re delighted to have Sam and Lucie on board. Our focus is to help businesses articulate their story by amplifying their purpose and differentiating their brand.

“This requires thoughtful, confident communications and Sam and Lucie’s experience will be invaluable in helping us achieve high impact results for our clients.”

PR News in Brief

This week’s PR news in brief (12-16 March)

/in /by

Here’s a round-up of the week’s essential PR news and features, including a preview of the B2B Marketing Expo, W’s latest account win and new hires at Hotwire and Ocean Beach Ibiza.

Thought leadership

Tom Ritchie, Cision EMIA’s product director, will deliver a keynote speech examining the prospect of earned media getting its fair share of the marketing mix at next week’s B2B Marketing Expo. The B2B Marketing Expo, the leading marketing event in the UK, showcases the tools, techniques and systems revolutionising B2B marketing at London’s ExCeL on 21 and 22 March, 2018.

Dominic Pollard, director of content and comms at City Road Communications, discusses how the UK public’s lack of engagement with the Winter Olympics contains important PR lessons.

Interviews

Robin Valentine, editor of GamesMaster, outlines what is in the magazine’s 25th anniversary edition, how it has changed over the years and the game he’s most looking forward to playing this year.

Steve Carman, director at Nobull Communications, explains why the agency has created its Nobull Tech division, its long-lasting client relationships and the company’s birthday policy.

Account wins

Global entertainment brand Ministry of Sound has hired W to promote its forthcoming private members’ club and collaborative workspace, The Ministry.

Tyre manufacturer Bridgestone Europe has appointed Text100 to handle its corporate and brand PR. Text100 will plan and deliver a full corporate comms programme and support on brand campaigns including Bridgestone’s product launches.

Integrated marketing agency Roland Dransfield has been appointed to support the launch of the £200 million St Michael’s regeneration scheme in Manchester.

FTSE 250 housebuilder Redrow has appointed WPR to support its expansion in the Midlands, following a four-way pitch.

Mediterranean restaurant and bar chain Salt Yard Group has appointed Anteater Communications to handle its public relations.

PR and marketing consultancy Down at the Social will handle the launch of independent healthy fast food restaurant Friska in Manchester city centre.

Penguin Random House has retained Riot Communications to promote Yuval Noah Harari’s latest novel: 21 Lessons for the 21st Century.

Park Place Technologies has named Kwittken as its global PR agency. It will lead the company’s M&A, crisis, corporate and B2B comms strategy.

The CAN Group will manage PR, brand opportunities and sponsorship for actor Jamie Lomas.

Agency news

Eulogy has promoted Adrian Brady and Elisabeth Field to chairman and CEO, respectively, as the agency seeks to build on its most successful year yet.

PrettyGreen has launched a creative production house called The Producers to tap into a growing need for “in-sourcing and co-creation”.

People news

Hotwire has promoted Kate Hunter to head of B2B, UK, to oversee and grow the agency’s B2B client base.

Integrated agency Kindred has appointed Frankie Oliver as managing partner. Oliver joins from Nexus Communications Group, where she was both MD of Nexus and founder of creative agency Jolly Rebellion.

MWWPR has appointed Gareth Davies as its VP of digital strategy and UK digital lead to oversee digital strategy for the agency’s UK and EU clients.

Ocean Beach Ibiza has appointed Patrick Ellerington as group communications lead as it brings its PR and comms in-house. He will work alongside director of brand Gemma Charters to add innovation and creativity to both the brand’s and the wider business’s comms.

Insurer Liberty Speciality Markets has appointed Paula Wilson as head of marketing. As part of her remit, Wilson will oversee the company’s marketing and external comms strategy.

Shooting Star has hired Luke Thompson as senior account executive. He will undertake PR and social media activity across the agency’s client portfolio.

East Renfrewshire Council has appointed Graeme Smith as communications manager. The former The Herald editor will start in the role next month.

Push PR has appointed Robyn Upton as acting beauty director, covering the leave of Zoe Robertson until September.

Creative ideas agency Yes&Pepper has appointed Taisa Echer as a new graphic designer. She will work across all of the agency’s clients, with particular focus on its Sky and Hive accounts.

PRCA and CIPR news

The PRCA and CIPR will both offer membership discounts to the Taylor Bennett Foundation’s alumni in order to improve access to their services and build on their commitment to increasing diversity in the industry.

The CIPR has awarded this year’s President’s Medal to the co-authors of The Cluetrain Manifesto – Rick Levine, Christopher Locke, Doc Searls and David Weinberger – for their outstanding contribution to global understanding of marketing and comms.

The Commonwealth Communicators Organisation, a new professional body for senior PRs from or working in the Commonwealth’s 53 nations, has named PRCA director general Francis Ingham as its inaugural chairman.

Pat Southwell opinion: Those who tell stories rule society

Opinion: Why those who tell the best stories rule society

/in /by

Pat Southwell, director of strategy at Berkeley, argues that drama, adversity and “concentrating on the negative” is the key to great storytelling in comms.

Stories are powerful things. They make us laugh. They make us cry. They change the way we think and act. We teach our children through nursery rhymes. The world’s great religions are based on allegorical tales. We willingly devote hours of our lives to box sets, news and the lives of others on social media. Revolutions have taken place thanks to stories – and movements born.

This is because we’re emotional creatures as well as rational ones. In fact, as UK and global politics shows, perhaps we’re more of the former and less of the latter. After all, “people in this country have had enough of experts”, according to Michael Gove. We just want strong emotive narratives to ignite our passions.

In politics, this can be worrying. But it underlines something that has always been true. Stories aren’t just entertaining – they’re essential. They form who we are, how we feel and what we do.

Many people think telling stories is easy. Ironically, this is because the best storytellers make it look so effortless. But it takes a certain mindset and dedication that doesn’t always come easily. Furthermore, to tell stories that deliver a moral, message or call to action is even tougher.

While I was running a recent storytelling session, someone asked me how they could get into a storytelling mindset to support their communications. My answer was simple. Concentrate on the negative. Instead of telling people what your brand offers, focus on the problems people face. Instead of saying “we help people do X”, say “people do X badly”.

While this is wildly simplistic, it’s perhaps the most important thing communicators can do to start the journey towards becoming a storyteller. By focusing on a drama or challenge your audiences faces, you stand a chance of engaging with them in a way they will understand and want to learn more about.

But far too few communicators do this. They rush to show off everything their product or service can do. They sound like the loud mouth at a party who can’t stop talking about themselves: how big their house is, how fast their car is and how beautiful their wife is. No one cares. No one listens.

Don’t be that person.

To be a master storyteller is to wield great power. As Plato said: “Those who tell stories rule society.” If this is the case, as communicators we should never forget the power of stories to engage audiences and drive action.

Sian Baker, PrettyGreen

PrettyGreen launches creative production house The Producers

/in /by

PrettyGreen has launched a creative production house called The Producers to tap into a growing need for “in-sourcing and co-creation”.

Sian Baker, PrettyGreen’s content and production managing director, will run The Producers. Its production teams will be set-up as an extension of the agency’s client teams in terms of skill-set, mindset and location.

Baker said: “The agency model for events and experiences is ripe for a different approach and more efficient ROI, with clients crying out for ‘producers’ who can just get stuck in and deliver projects collaboratively with them.

“PrettyGreen has a reputation for delivering experiential and content-driven PR. And we felt there was an opportunity to create a stand-alone event production house to deliver real business impact.”

Hotwire promotes Kate Hunter to head of B2B

Hotwire promotes Kate Hunter to head of B2B

/in /by

Hotwire has promoted Kate Hunter to head of B2B, UK, to oversee and grow the agency’s B2B client base.

She is tasked with growing the agency’s B2B offering across its fintech, ecommerce, IT and services teams, as well expanding its emerging energy, health tech and automotive offerings in the UK.

Hunter will report to Matt Cross, Hotwire’s UK MD, and work closely with Hotwire’s digital brand labs and global teams to ensure they deliver excellent client service.

Her promotion follows 11 years with the company, which have seen her work on multinational and award-winning integrated campaigns.

Cross said: “We’re really pleased to be able to promote Kate into this role. Her hard work, dedication and commitment to Hotwire over the past 11 years is greatly valued and she really deserved recognition of that.

“Kate is a huge support in the day-to-day running and growth of the UK business. I’m delighted to give her this opportunity and can’t wait to see what she achieves next in this exciting role.”

Hunter added: “I am so excited about this next chapter. In particular, working more closely with our talented team across the globe to push the boundaries in the B2B space for existing and new clients across both established and emerging markets.”

Meet the Journalist: GamesMaster's Robin Valentine

Meet the Journalist: GamesMaster’s Robin Valentine

/in /by

Robin Valentine, editor of GamesMaster, outlines what is in the magazine’s 25th anniversary edition, how it has changed over the years and the game he’s most looking forward to playing this year.

Robin Valentine

GamesMaster has just launched a special edition celebrating its 25th anniversary. What’s covered in the magazine?

For our big birthday celebration, we’ve put together a huge feature packed with all kinds of nostalgia.

We’ve ranked the best games of the last 25 years, chosen our favourite moments in gaming history, chatted with past editors about their fond memories of the magazine, interviewed Dave Perry about the classic TV show [of the same name], taken a look back at some of GM’s weirdest covers and we’ve even put together a GamesMaster quiz!

That’s in addition to the usual complement of news, previews, reviews, special features, regulars and more! And in this issue we’ve actually handed out our first ever 100% review score, so it’s historic in more ways than one.

What was your favourite part of putting together the commemorative magazine?

We managed to uncover an archive of every GamesMaster cover ever. And though they ultimately played a relatively small part in the feature, it was a blast looking back through them.

There are some truly fantastic covers in there – I’m especially fond of the first 10 or so, which each had bespoke commissioned artwork on the front. Flicking through them all is like taking in an abridged history of GamesMaster.

How much has the magazine and its content changed?

A lot! It’s funny, because many of our readers do pick up the magazine out of nostalgia and think of us as a very old school mag still. But if you actually go back and read an early GM, you see how much has actually changed. It goes to show that really what’s important is embodying the spirit of the brand, rather than sticking too close to the details.

One example is that, while our pages are quite ‘busy’ these days (with lots of boxouts and pull quotes and captioned images and stuff), they’re practically minimalist compared to the hyper-dense pages the magazine used to have!

The tone has definitely changed more than people realise, too. We’ve still got that sense of fun and that totally unabashed excitement about gaming. But back in the day GM was also very much a boy’s club, with a lot of lad jokes and crude comments about Lara Croft’s bottom. That just wouldn’t fly today. (Anyone remember when Dominik Diamond’s Big Purple Column was a regular feature?)

These days, a big part of GM’s message is inclusivity. We want gaming to be a welcoming space that anyone can enjoy – and our sense of humour is a bit different as a result.

Do you think that GamesMaster’s audience, or at least the demographic, has changed over the past 25 years?

Yes and no. A lot of our readers have stuck with us for years – some of them since issue 1, even. So in that sense some of our audience is literally the same people! But obviously the context around games magazines is totally different now than it was 25 years ago.

GamesMaster, and games magazines in general, just used to be a much bigger, more mainstream thing, and one of the main sources of gaming news and reviews for 100,000s of people.

These days, with the internet having taken over, games magazines are more niche. And I think people read them for different reasons – whether that’s nostalgia, a love for magazines as a medium or an affection for the ‘personality’ of the brand.

What do you think has been the secret of the title’s success?

GamesMaster has always had this really strong personality that people connect with. It’s about more than just presenting the latest games info – we’ve always presented it in our own defined voice. It’s something we very much inherited from the TV show. And over the years we’ve run with it in a way that has earned us a brilliantly loyal fan base.

How does the title work with PRs? What’s your relationship like with them?

PRs are hugely important to what we do, so I always try to keep those relationships as healthy and cooperative as possible.

I think in this industry we’re very lucky. The vast majority of PRs we deal with are so talented and hard working and have such a good understanding of how we in the press operate that it makes our job a lot easier than it could be!

Finally, which game are you most looking forward to being released?

I’m really excited for a game called Biomutant. You play this little raccoon creature living in a post-apocalyptic world and you can change your DNA on the fly. It just looks wonderfully weird and ambitious!