Page 5 – Gorkana

Niki & Sammy: “We’ve had no long-term relationship with brands”

September 26, 2018/in Features /by Alister Houghton

Influencer marketing in the UK is still transient and has not yet matured to the point where influencers and brands have long-term relationships, Radio One podcasters Niki and Sammy revealed at a Cision-sponsored PRWeek breakfast briefing.

In a panel discussion hosted by Cision’s head of sales and relation management – agency, Alex Hunter, the pair outlined how brands and agencies in the UK were still looking to adopt influencers for individual campaigns, rather than building something for the longer term.

They said: “The view often taken by brands is ‘get lots of bang for your buck and then get out’. There is always this view of ‘here’s your fee for now, it would be great to work with you in the future’, but that never happens. As the area matures we may see some long-term partnerships, but currently we don’t see many outside of the beauty sector in the UK.”

The pair were joined on stage in the panel discussion by Manifest Group founder and CEO Alex Myers, Karmarama social and influencer lead Katie Hunter and Stephen Farrell, influencer marketing strategist at The Communications Store. The group analysed topics from determining the right influencer to use, to how to work across social platforms and the future of influencer marketing.

Influencers as brand advocates

In response to Niki and Sammy’s point about not being asked to work with brands consistently, the panel agreed that influencer marketing needs to move in a direction of brands using influencers as long-term brand advocates.

“I think there definitely will be a shift to longer term partnerships as we just have to look towards advocacy rather than short term relationships,” said Katie Hunter.

“In a good collaboration, the post is just the beginning, it will build momentum,” Farrell added. “Getting momentum for your brand and increasing its visibility creates extreme impact.”

Myers concluded: “Brands need to understand their responsibility to safeguard both influencers and influencer marketing. If influencers keep offering their “influence” for money then influencer marketing won’t exist in a short period of time.

“Brands need to look past paying to post. That doesn’t mean you don’t get involved in paid activity but you do what the influencer would normally do. The idea of ‘here’s £1,000, post this online’ is irresponsible.”

Working across social platforms

Niki and Sammy also elaborated on what it is like for influencers to work across ever-changing social platforms and the difficulty of adapting content to keep up with the changes. “We feel like a lot of these platforms are really reaching to do everything,” the pair noted.

By describing the way the likes of Facebook and YouTube are changing, as well as new developments like IGTV, Niki and Sammy warned that the constant change to funding models and the way content is promoted on the channels could drive influencers to other platforms:

“For us as content creators, we’ve realised that there is no allegiance from the platforms we’re on – they won’t protect us, so we’re always looking for other platforms out there and always keeping an eye on what’s happening next.”

Selecting the right influencer

The panel also considered how brands should go about identifying the right influencers to represent them. Farrell recounted numerous client meetings where brands had wanted to use influencers who had the most followers, rather than who was most relevant.

“I think that number of followers has been the currency of this industry for too long,” he said. “We just need to be far more intelligent and thoughtful about what we are doing, as that will have an impact on our ROI. We have to think meaningful rather than mass.”

Niki and Sammy recalled that the first brand partnership opportunity they were offered was to promote a screwdriver, which they turned down as it was not even close to anything which would interest their audience.

The panellists agreed that brand affinity is hugely important when choosing the right advocate. Myers made the point that the right brand representative doesn’t have to be someone who would be considered an “influencer”.

He said: “If they’re a fan of your brand then that is the catalyst you need to have a meaningful relationship with them. It is far easier to find a fan and make them famous than find someone famous and make them a fan.”

Pictured (l-r): Alex Hunter, Katie Hunter, Stephen Farrell, Alex Myers and Niki & Sammy

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60 Seconds with Ketchum’s Chris Martin

September 24, 2018/in Interviews /by Alister Houghton

Chris Martin, Ketchum’s recently appointed director of public affairs, discusses his new role, the public affairs landscape and advice to those entering the industry.

Congratulations on the new role! What attracted you to Ketchum?

The opportunity to join Ketchum as one of the leading global agencies was of course appealing in itself, but the growth and ambition of the London business is what really stood out for me.

The consultancy’s client offering is evolving and is ever more integrated as part of the ‘One London’ approach, which is what clients want and where our industry is heading.

What does your new role encompass?

As director of public affairs, I’m part of the corporate reputation team which advises some of the world’s largest companies on their strategic communications needs. My role involves helping clients navigate the complexities of the UK Parliament and HM Government to ensure their interests are understood, protected and enhanced.

I work closely with colleagues who are specialists in media relations, digital communications, corporate affairs and crisis handling to ensure we offer the best strategic counsel for our clients’ needs.

Given the current global instability, is now a good or bad time to be working in public affairs?

This is a hugely interesting time to be working in public affairs. A combination of Brexit and a government without an overall majority has resulted in considerable uncertainty for business.

Clients need their public affairs advisers, perhaps more than ever, to provide insight and guidance on how to mitigate risk to their business. This is a great opportunity to clearly demonstrate the commercial value of public affairs and why it’s a business-critical discipline.

How does the convergence between public affairs and corporate communications affect your role?

There has been a convergence between public affairs and corporate communications over a number of years and this has been driven by client expectations. This means communications practitioners have to think beyond old boundaries to evolve their traditional areas of specialism and acquire new skills.

The Ketchum London team brings together professionals with a broad range of communications expertise, which means that we are able to learn from each other every day. And this seamlessly working together is what will ultimately benefit our clients.

How do you measure the output of your work?

Clearly defined deliverables that add value to a client’s objectives or business interests are a must on any piece of work.

Finally, what is your main piece of advice for people entering public affairs?

Take the time to get to know other people in the industry and build relationships for the long term. It’s a small industry and you’re going to work with many of the same people throughout your career, whether as a colleague, a client or a friend.

Your best new business opportunities and career moves will come through people you already know.

Meeting Claudine Adeyemi: “Don’t be silly – be yourself!”

September 21, 2018/in Events /by Guest Contributor

Last week, Cision’s Empower initiative held another great event where Cision employees had the honour of hearing from Claudine Adeyemi and listen to her journey. This is her story so far…

By Linn Jakobsen and Periesa Palmer

At the age of 11 years old, Claudine knew she wanted to be a lawyer. She had thought about becoming a doctor, but after watching Casualty she decided it was not for her.

Claudine has always been ambitious and academically strong, but her ambitions were tested from various points in her life. She lost her mum at five, and moved out of home at the age of 16 after a fallout with her dad. Claudine moved from sofa to sofa, before moving into a hostel with 12 girls all from very different backgrounds.

It was a challenge looking after herself, and her determination was tested – would she choose the easy way out, and go with the flow? Or would she stay true to her dream and ambition, and study law?

She decided not let herself or her mum down, so kept focused and studied hard. This paid off, and she got accepted into Law school at University College London. Claudine got a scholarship which allowed her to get her own place to live, and then she began the long process of applying to law firms for a job…

Mentorship and sponsorship
“No one should go through life without one!” Claudine speaks highly of her mentors, and today she too mentors law students. One memorable experience she explained to us was when she started her career as a lawyer and was experiencing ‘imposter syndrome’. She didn’t feel like she fitted in, and didn’t feel like she was good enough, but her mentor gave her some pearls of wisdom which she has treasured ever since: “Don’t be silly – be yourself“.

This advice she took on-board and although did not experience an sudden overnight transformation, over the years become more comfortable and confident in who she is.

“Mentors should be able to provide you with support and guidance, and hopefully be someone you can learn from. You can have life and career mentors as not all mentor-ships have to be related to your professional career.” she says.

The Student Development Co CIC and Career Ear app
Claudine recognised that from her challenging upbringing and journey into Law that people like her were underrepresented. She wanted to create something that could support young people from underprivileged backgrounds to be mentored, supported and guided towards a professional career of their choice.

Claudine wanted to see young people with ‘no connections’, from under-privileged backgrounds to get connected into the right networks and obtain skills to move forward. From recognising this gap, she founded the non-profit organisation The Student Development Co CIC in 2014, which again led to the Career Ear app.

The app allows a person to receive career advice by posting a question and choosing the preferred industry they want to connect with. That person will then be connected to a person from the industry of their choice. Career Ear is a tool that has the potential to connect with all young people, whereas the Student Development focuses on workshops, insight days, mentoring and so on.

Claudine’s early struggle with imposter syndrome is one of the reasons she is passionate about is seeing more representation for black women in Law. In the Solicitors Regulation Authority’s Diversity Report from 2016, only 1.6 % of the solicitors were black women.

When being asked about what obstacles people of BAME backgrounds tend to experience, Claudine mentions the challenges of micro-aggressions, retention, and not necessarily having the support network and the framework internally to cultivate a sense of belonging in the workplace, and to progress in their careers.

“The encouragement is to champion, advocate and be good allies to people that are from underrepresented backgrounds, to be open and to have conversations around the topics of race and white privilege – because at the moment we are not having the conversations we need to be having.” she adds.

Claudine’s day-to-day
“You make time for what you are passionate about” says Claudine. But nonetheless she says you have to be sensible about her time management and schedule in downtime. However, she said sometimes is feels like it is too much – especially when she was developing the app, and working as a lawyer simultaneously.

What we really loved about Claudine was her candid personality and her honesty regarding her life’s lessons. On the question of how Claudine defines Claudine, she was adamant about not wanting to pigeon hole herself. She wears multiple hats and embraces all of them – they make up who she is.

Lastly, she said she has a foot in many sectors, and that is the future.

Follow Claudine on Twitter, and Instagram and head to her YouTube channel to see her vlog about her current sabbatical.

PR news round-up (17-21 September)

September 21, 2018/2 Comments/in Industry News /by Alister Houghton

Here’s a round-up of the week’s top PR news, featuring CisionMeets… The Hook, PRWeek‘s influencer breakfast and wins for Another Word and Radioactive PR.

CisionMeets… The Hook

The Hook’s original content is what helps the social publisher stand out from its competitors, head of production Jessica Lever revealed in Tuesday’s inaugural CisionMeets… webinar.

Lever, who was joined in the webinar by chief content officer Mike Burton, outlined how the title’s signature original content engaged its audience but was also fun for the team to produce.

“We started making original content and comedy sketches and discovered that people loved them, and were commenting on them, and that they produced massive view numbers,” she said. “There was obviously a massive gap in the market, but also this type of content is what we love creating, and because we’ve always done that in-house it’s what makes us stand-apart from other social publishers.”

Burton added: “It’s all about original content for us. By the end of 2017 we’d seen a 400% increase in original content output from 2016, with a total of 14.3 million people engaging in our original content and a total of 766 million views across content we’d actually created.”

The pair also used the webinar to detail what The Hook is looking for when creating content, how the content resonates with its generation Z and millennial audience and how they both like to work with PRs.

A full write-up can be found here.

PRWeek ‘Making influencers work for you’ session

Alex Hunter, Cision’s head of agency sales, will moderate a panel discussion at PRWeek‘s ‘Making influencers work for you‘ breakfast briefing on Tuesday 25 September.

The Cision-sponsored event will encompass four sessions which explores what it takes to create truly standout influencer marketing campaigns. Hunter will moderate the morning’s final session: Choosing the right influencers to maximise return on investment.

More information on the securing tickets and the full event agenda to this exclusive breakfast briefing can be found here.

Opinion

Francis Ingham, PRCA director general and CEO of ICCO, outlines why the two organisations have made September PR ethics month and what communicators must do to ensure ethical practice.

Account wins

Wall Street English, the English language adult education company, has appointed Another Word as its global PR agency to support global creative campaigns and its press office activity.

Bath Rugby has appointed Radioactive PR to support promotion around its marquee “The Clash” fixture with rivals Bristol Bears at Twickenham in 2019.

Children’s reading charity BookTrust has selected Midas PR to promote the Waterstone Children’s Laureate 20th Anniversary activation.

Development project Airport City Manchester has appointed Havas PR as its retained PR agency. Havas is tasked with delivering a PR programme to support the development.

Spanish wine company Codorníu Raventós has appointed Clementine Communications to handle the launch of its Viña Pomal Compromiso wine range.

Italian online delicatessen Diforti has appointed Plus 1 Communications to promote the brand’s values in the UK.

Luxury property firm Beauchamp Estates has appointed 11k Consulting to drive brand awareness with Chinese high net worth individuals and key influences in China and the UK.

Kara, the food service bakery firm, has appointed ilk to handle a media relations, content creation and campaign management brief.

Healthcare tech solutions provider Distec has appointed Context PR to deliver a campaign designed to drive awareness of its offering across the healthcare technology and business markets.

Dutch pricing and online marketing automation provider Omnia Retail has appointed PR Agency One to handle its comms strategy to support its international growth ambitions.

Lamb Weston and Wild Fizz have both selected food service and retail specialist The Hub as their trade communications partner.

Amsterdam-based foundation Join the Pipe, which looks to reduce plastic waste and promote tap water, has appointed Good Results to handle its UK launch.

The Beauty of Eczema, a self-help book and online community created by health coach Camille Knowles, has appointed Toast PR to manage its launch during National Eczema Awareness Week.

People news

Laura Crompton

Manc Frank has made two appointments to its senior leadership team. Laura Crompton joins the agency as client services director, while Graeme Anthony has been named creative director across all three of Frank’s offices.

Kindred has appointed behaviour change Tara Austin as its chief strategy officer. She will lead the agency’s strategy team, bringing her wealth of behaviour change expertise to clients.

MRM Group has appointed Nick Boakes as non-executive chair following its acquisition of paid media specialist Capital City Media. Boakes will work closely with the group’s board and executive committee to integrate the two businesses.

Mastercard-owned payments systems company Vocalink has appointed Andrew Buckley as its executive vice president for international product, marketing and communications.

Headland has hired Rob Alexander as a partner. He will advise clients on strategic planning, campaign development and execution.

Specialist sports agency Macesport has promoted account director Ben Thompson to the role of CEO.

The Whitehouse Consultancy has appointed Isabella Sharp as associate director. Sharp will manage the agency’s media and corporate comms function. It has also hired Simon Benadiba and Andrea Gutierrez-Solana as political consultants and Ana Rotaru as associate political consultant to its EU arm.

Performance Communications has made a number of hires to its automotive team. Joe Finnerty joins as senior account manager, Chloe Yemm as account manager and Catherine Ruddick and Dean Harfield as junior account executives.

Comms consultancy JBP has appointed Marcus Lange as senior creative designer.

Financial PR and comms firm KL Communications has hired Luke Dampier as an account manager.

Agency news

Emily Thomas

Brands2Life is set to launch a health and well-being practice to capitalise on new business growth in the healthcare sector. The agency has appointed Bayer’s former senior communications manager Emily Thomas as managing director of the practice.

CIPR news

The CIPR has announced that Jenni Field will become the body’s president-elect in 2019, assuming the role in 2020. Current president-elect Emma Leech will succeed Sarah Hall as president next year.

The CIPR has launched the #PRPays initiative to highlight the value of PR to businesses. The campaign features a series of interviews with chief executives about their perceptions of PR and how it contributes to business success. The first interview is with Heathrow Airport CEO John Holland-Kaye.

PRCA news

Francis Ingham, director general of the PRCA, has used his opening address at the organisation’s annual conference to outline the association’s plans. It will look to:

Extend the PRCA Leadership Academy in centres around the country
Create a Channel Islands group
Develop a new strategic partnership with UKMMA, the professional body for media monitoring companies
Create of a new business centre in London, a free space for any members to use.

The Hook: Our original content separates us from other social publishers

September 20, 2018/in Features /by Alister Houghton

The Hook’s original content is what helps the social publisher stand out from its competitors, head of production Jessica Lever revealed in Tuesday’s inaugural CisionMeets… webinar.

Lever, who was joined in the webinar by chief content officer Mike Burton, outlined how the title’s signature original content engaged its audience but was also fun for the team to produce.

Using FISTY to promote across social platforms

The social publisher has identified the five channels on which it focuses content distribution by using self-proclaimed “slightly rude sounding” “FISTY” model: Facebook, Instagram, Stories, Twitter and YouTube.

With Facebook established as the publisher’s main platform, the team is looking to expand its presence across other areas of social, with YouTube the natural fit for its original content series formats.

“We’re looking to have original formats around gaming, films, TV, and music, so I think YouTube is going to be a big priority for us and growing our audience on there,” said Burton. “Unlike other platforms, which can change, YouTube knows it’s a video platform. We make videos. It’s a no-brainer to get our original content series formats on there to start to build a strong following.”

The Hook is also looking at ways to adopt new social platforms, such as IGTV, into its stable of content outlets. It is examining which content can work well across multiple platforms, such as podcasts.

Lever added: “I think that’s what we’re always trying to think of; how can we get the best out of our content and how can we adapt it for all of the different channels so that we have a different offering across all of them.”

Launching a new podcast

One of the social publisher’s newest developments is a regular podcast – The Breakdown – hosted by comedian Jamali Maddix. As well as videoing the interviews, which allows the team to distribute various clips across its social platforms, the medium is also one which proves popular with The Hook‘s core target audience.

“Podcasts are a platform which is growing really quickly and are popular with our audience, so it was obvious we needed to go there” Burton said. “For us we’re getting even more great content, which we can then redistribute across other platforms. We can take cuts from that and put it on Facebook, Instagram, YouTube etc. We’re getting loads of content out of each one.”

He added: “From the guest’s perspective they’re getting loads more time to talk about whatever project it is they are passionate about at the moment, and communicate in their own way, and in a lot more depth. It’s a win-win.”

The podcast has so far featured the like of Love Island narrator Iain Stirling, actor/presenter/DJ Reggie Yates and writer/director Stewart Lee, with both Burton and Lever listing Louis Theroux, Gordon Ramsey, Adele and members of the Spice Girls as celebrities on their podcast wish list.

The Hook will always try interesting ideas

While The Hook’s key topics tend to involve film, TV, music and gaming, both Burton and Lever were keen to stress that they will always consider ideas which would excite the title’s target audience.

They noted that they wouldn’t normally cover a book launch, but as it would involve Love Island’s Iain Stirling appearing on the podcast to talk about his experiences in-depth, they were delighted to cover it in-depth.

“We’ve always done things on a case-by-case basis, Lever noted. “We always say that we’ll try anything once and see how it works, and how it goes down with the audience – we have done some really weird things in the past!”

Burton added: “It’s all about how good is the content and is the audience going to connect with that? If yes then we’d definitely be interested.”

Content must elicit an emotional response

Given that The Hook publishes on social platforms, all content must have that social theme running through it. Lever stated that when coming up with content, the team always think about what emotion the piece of content would convey with its audience.

“Emotion is the key to engagement, so when we’re putting something out there we think whether we want our audience to laugh, think, be informed etc,” she said. “That’s the key to social and the whole point of social, when you’re putting content out there you want people to engage with it.

Lever added: “That’s what we like to judge success on; that someone watched the video then tagged their friend and recommended it, that’s why we’re doing this.”

Pictured (l-r): The Hook’s head of communications Jonny Silver, Jessica Lever and Mike Burton

Opinion: Why PRs must accept responsibility for ethical practice

September 20, 2018/in News Analysis /by Guest Contributor

Francis Ingham, PRCA director general and CEO of ICCO, outlines why the two organisations have made September PR ethics month and what communicators must do to ensure ethical practice.

This month is ethics month for the PR industry, with a programme of activity coordinated by the PRCA and ICCO, and timed to coincide with the anniversary of Bell Pottinger’s expulsion from the PRCA.

I hesitated in typing those two words: Bell Pottinger. Partly because they have been written so often by our industry over the past twelve months. Partly because for those affected by the PRCA’s decision, further discussion doubtless brings further pain.

But any discussion of PR ethics is unthinkable without reference to that company. One year on, the story still rumbles loudly. The inquiry in South Africa into state capture; the reports of an inquiry in the UK too. Bell Pottinger’s decisions, work, the complaint against it, and its sudden collapse are each integral in any conversation about what defines our industry’s attitude to ethics.

Developments in PR ethics

In turning a renewed focus on ethical norms within our industry, we wanted to celebrate the best, to spark some debate, and to call for us each to pursue and advocate higher standards.

The past year has seen many positive developments:

Expectations have changed. I do think that agencies are a little more questioning of client intentions than they were. And the change that I have seen over the past decade -of more and more ‘challenging’ clients being turned away- has been accelerated.
Rules have been toughened. Several significant PR professional bodies from around the globe have changed and strengthened their codes and processes, taking the moment to embrace higher standards.
The UK has shown the way. We’ve always known that the UK and the US are the most well-developed of our industry’s markets. Through its actions, the UK has also shown itself to be industry’s global ethical beacon.
International frameworks have been established. Within a month of the PRCA decision, ICCO had agreed and issued the Helsinki Declaration -the world’s first unifying principles of PR practice. And a month ago, the Global Alliance followed up with their own complementary piece of work, aided and advised by us at every step of the year-long way.

Still room for improvement

These are all good things. Very good things. Essential things. And they have all been prompted by the sad events of 2017. But let me be candid. Our industry still has a long journey ahead of it. The majority of our industry remains outside self-regulation; remains outside the professional bodies that lead, serve, speak for it.

We need to demand higher standards from many of our peers. It should be unthinkable to not subscribe to a code of conduct. It should set alarms bells ringing for clients and colleagues alike. But for tens of thousands of practitioners in the UK industry, that is the case – and for many many thousands more outside of the UK.

When practitioners say that reputation is an individual’s or an organisation’s most valuable asset, they are right. So by not signing up to a series of ethical standards, they are undermining their own reputation. It’s time for us to tell those people that better is expected of them.

Cision’s Innovation Lab to unveil its latest inventions at CommsCon

September 19, 2018/in Industry News /by Alister Houghton

Steve Jobs once said that innovation distinguishes between a leader and a follower.

Kaila Garrison

Given that Cision is the market leading earned media software provider, it needs to channel the spirit of innovation in order to prove that it is indeed a leader.

This is why the company has created the Cision Innovation Lab. Led by Cision’s president of data solutions and innovation, David Barker, the Innovation Lab team is busy planning, developing and experimenting with new products and features to further evolve the Cision Communications Cloud.

Given the importance of the lab to Cision’s acquisition and product development strategy, the company is pleased to confirm that David Barker will be throwing open the Innovation Lab’s doors to showcase the future of earned media technology at CommsCon; Cision’s inaugural communications congress taking place in London on November 6 this year.

Barker and Kaila Garrison, Cision’s VP marketing strategy and innovation, will present Cision’s earned media management vision and will provide a taste of the tools which communicators will be able to use to elevate their output and demonstrate their value to an organisation.

“When driving innovation we’re working 12-18 months ahead of what PRs want,” says Garrison. “David’s job is to come up with things that communicators don’t even know what they want yet, but they’re going to need them and going to want them.”

Barker added: “I think the comms professional has just got used to the tool set which they’ve had at hand. They have got into a workflow which is limited by their tools and technology and our purpose is to expand upon that.

“What we’re doing is launching things that communicators have always wanted but never had thought were possible.”

Among other new software developments, the pair will unveil Cision ImageIQ; the Cision Communications Cloud integration of recently-acquired ShareIQ. Cision ImageIQ will now make it possible for Comms Cloud users to monitor images and logos in exactly the same way as they currently monitor text.

By effectively creating DNA on images, this software is able to track the way an image has been used across the internet at a vast scale, even if pictures have been slightly altered. This means communicators can now plan strategies around image use knowing that they will be able to track the end result, ideal for campaigns across visual mediums like Instagram.

“Not only will you be able to see how the content is being used, Cision ImageIQ allows you to see which influencers share your content the best and who reaches more people downstream,” Barker reveals. “It could change your workflow, as you may be going after influencers who write about you, whereas you’re missing influencers who use images.”

Garrison adds: “I think with all of the technology coming out of the Cision Innovation Lab, such as Image IQ and others, it’ll provide fascinating insight into data, the audience and movement, information about their brand message which earned media managers didn’t have before.”

So, to find out more about Cision ImageIQ and the rest of the exciting developments being concocted by Cision’s innovation team, make sure you attend the “What’s in the innovation lab?” session at CommsCon.

CommsCon takes place on Tuesday 6 November at Hawker House, Canada Street, London. Head to the event website for more information on the agenda, speakers and for more details about the day.

Tickets are free: sign up using the button below.

PR news round-up (10-14 September)

September 13, 2018/in Industry News /by Alister Houghton

Here’s a round-up of the week’s top PR news, featuring the first CisionMeets… webinar, AMEC’s new global MD, the Hacks vs Flaks teams and wins for WP Communications and FleishmanHillard Fishburn.