Promote PR wins Premiership Rugby brief

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Premiership Rugby has appointed Promote PR to help launch a grassroots campaign targeting under-represented groups within the sport.

The specialist sports PR agency won the brief following a three-way pitch, adding to a roster of clients that already includes the RFU, the ECB, England Athletics and British Rowing.

Kenny Brown, play development manager at Premiership Rugby, said: “It was clear from the start that Promote has established itself as the ‘go to’ agency for targeting diverse audiences and bringing them into grassroots sport.

“The agency’s passion for sport is evident and this – coupled with the wide range of skills and experience in the team – made Promote PR an obvious choice for us.”

Sue Anstiss, Promote PR’s CEO, added: “There was a real synergy with the Premiership team in the pitching process – something that’s really important to us as an agency.

“We’re massive rugby fans at Promote and can’t wait to get started working on this ground-breaking project for the sport.”

Stir PR, fake news

Opinion: Trust us… we work in brand communications!

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Stir MD Alicia Mellish reveals why she believes declining trust is the most pressing issue in PR today – and invites you to a debate the agency is holding on the topic.

Stir PR, Allicia Mellish

Alicia Mellish

Just over 18 months ago, Stir embarked upon a journey to question and challenge its understanding of the world of brand communications. A strange thing to admit, perhaps.

This decision wasn’t based on a crisis of confidence, rather, it was clear to us that the preceding 5-10 years had been a period of unprecedented change in the way in which people, businesses and indeed brands communicate and interact with one another.

The dawn of the digital era had catapulted us all into unchartered territory.

Public communication channels are no longer the playground of the privileged few within the media. Instead, everyday people have embraced a world of interconnectivity and supercharged self-expression.

Social media platforms mean that all of us (at least all in the UK) can broadcast free from geographical restrictions and government censorship. And, while the objective of PR has remained the same, the practice, mechanics and tools have changed dramatically.

The question we wanted to ask ourselves was: “Given the increase in communication the rise of social and online media affords, how are we as a communications agency adapting our approach to cut through the noise, drive value and achieve success for our clients?”

All our analysis kept bringing us back to variations on just one theme – trust:

  • Consumers have lost trust in brands and are instead turning to each other and influencers for advice, tips and other interactions.
  • It’s time to shift away from top-down “brand broadcast”, in favour of interaction with consumers as humans. We must communicate using language and narratives that are empathic and relevant to our audience.
  • In today’s crowded media landscape, qualitative targeting of a focused audience is far more effective than a broad-brush approach with wide reach.
  • Cause-related brand partnerships should be developed from genuine shared values, if they are to be perceived as being authentic.
  • Transparency of brand operations is important above all else.

Our pause for thought 18 months ago has proved timely indeed. Terms like “fake news” and “post-truth era” are now established catchphrases that haunt today’s PR professionals.

Always pushing for progress, the question we ask ourselves today at Stir is more specific than simply “what’s new in communications?” It is focused on audience trust: “In an age plagued with scepticism, how can brands build and maintain consumer trust for tomorrow?”

That’s why, next Wednesday (27 September) Stir is hosting a panel debate to explore this very question. Thought leaders in brand marketing, trust analysis and human behaviour will discuss how brands might go about nurturing trust in order to drive advocacy in our “post-truth era”.

Meet the Journalist: Alessandro Rossi, Forbes (Italy)

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Alessandro Rossi, editorial director at Forbes (Italy), talks to  Cision’s  Mario Cipriano about its plans for launching an Italian language edition in print and online next month.  

What can we expect from the Italian version of Forbes?

It will mirror the American version as much as possible, both visually and in terms of editorial content. However, most of its content will be unique to the Italian edition. This will be created by our Italian editorial team, with important contributions from other independent, well known, financial journalists.
Obviously, the famous Forbes rankings will have an important role to play.

Who will read Forbes Italy?

An educated, and optimistic, audience. People who are financially well-off, and are able to utilise new technologies. We would like to make a popular high-end newspaper.

What did you do before your appointment as editorial director of the new Forbes by publisher Blue Financial Communication?

I have been working at BFC for 15 years as editorial director and member of the board. In the past, I contributed to the launch of the weekly financial magazine Milano Finanza and to the daily newspaper MF, also working in the economic editorial team of the daily newspaper La Repubblica and launching and directing Bloomberg Investimenti. I also directed a generalist newspaper in Florence and collaborated with several Italian newspapers.

What excites you most about the new launch?

Everything new is fascinating to me. It is no coincidence that Forbes Italy is my fourth magazine launch. I am fascinated by the challenge of the new and to be able to bring an international publication to Italy. I’ve already successfully done this with Bloomberg.

The editorial team will be lead by Marco Barlassina and the title will feature journalists, such as Oscar Giannino, Susanna Tanzi, etc. What will they bring to the title?

They will make an important contribution. They will bring quality and experience to an editorial team mainly made of young journalists.

The web editorial team will be led by Marco Barlassina too and will have a dozen reporters, including external contributors.

What is your relationship with PRs? What should they bear in mind when pitching stories?

For us, press releases only serve to be informed that an event has taken place or will take place, or that a new product will be launched, or a new manager is appointed. But we will never publish any press release. The editorial decision will be absolutely autonomous and original.

From your experience in the financial publishing world, what advice would you give to aspiring financial journalists?

To look for another job! (I am obviously joking!) To be a journalist in Italy today takes a lot of courage. But, I would tell a youngster to not be superficial, never believe in appearances, to check and verify the sources again and again, or, even better, find their own original sources.
Above all, they should look for the news themselves. They should not wait for someone else to “suggest” a story, as it unfortunately happens more and more often in Italy.

What is the most memorable story you’ve reported on? Or which had impacted upon your career the most?

My most memorable story is one of the first press reports I wrote for Milano Finanza in 1986 to show that the entry of Libyan finance company Lafico into FIAT was driven by tax advantages. However, the story which generated a stronger impact on my career (not including the launch of the three magazines before Forbes Italy) has to be the article written – for Milano Finanza – on the fight between De Benedetti and Agnelli to “conquer” Credito Romagnolo. It was read by Eugenio Scalfari [guru of Italian journalism] and he wanted me at La Repubblica. There is no greater professional recognition for a journalist than that.

Neil Kleiner, Newgate Communications

Newgate Communications appoints Kleiner as partner and strategic director

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Newgate Communications has appointed Neil Kleiner as partner and head of its UK digital and social media offering.

Based in London, Kleiner will provide clients with strategic advice on positioning and reputation enhancement via online campaigns. He will also work with fellow Porta-owned agency, Publicasity.

Kleiner’s remit spans financial PR, investor communications, corporate comms, crisis and issues management, public affairs, stakeholder engagement, brand PR and consumer engagement.

With nearly 20 years’ experience in digital and social media communications, he was most recently head of social and content for Golin. Prior to that, he led social media in the UK for Havas Media.

“I am delighted to have been appointed to my new roles at Newgate and Publicasity,” said Kleiner. “Both agencies are growing rapidly and I am thoroughly looking forward to working on many exciting opportunities with existing and future clients.”

Gavin Devine, Newgate’s CEO, added: “Neil’s arrival at Newgate represents another important step in the growth of our business. His expertise will be invaluable, both in terms of the advice he can give directly to clients and the way that he will improve the knowledge and capability of our whole team.”

Zoe Ward-Waring, managing director at Publicasity, concluded: “Neil’s appointment marks a key milestone for Publicasity, as we are about to significantly expand our digital and social offer. His vast experience will bring a strategic digital and social lens on every campaign as part of our multichannel approach to modern communications.”

Michael Hartt, FleishmanHillard Fishburn

FleishmanHillard Fishburn wins Flemish economic development brief

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Economic development agency Flanders Investment & Trade has enlisted FleishmanHillard Fishburn to promote inward investment and business growth in the Flanders region in Belgium.

With a focus on media relations, the agency will target small and medium-sized British businesses expanding into Europe – particularly in technology-related sectors.

Ludo Baynham-Herd, account director in FHF’s corporate practice, will lead the project with Michael Hartt, head of international affairs, as a strategic advisor.

Hartt recently joined FHF to lead its issues management, economic development and country branding work with its portfolio of government agencies and international organisations. He was previously a senior director at Burson-Marsteller UK and vice president at Edelman in Washington, DC.

Hartt said: “Particularly as Brexit draws closer, we are seeing an uptick in countries, regions and cities eager to connect with British businesses and wanting to position themselves favourably in the Government’s future economic and trade plans.

“Flanders is a hidden gem for everything from start-ups to multinational companies, and we are excited to help highlight its advantages to British companies that are expanding on the continent.”

  • Pictured: Michael Hartt
With PR

Opinion: How PR will survive in the “age of automation”

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The creative industries will need to adapt to the reality of automation, argues With PR founder Debbie Zaman. But will PR ever be fully automated?

Debbie Zaman, With PR

Debbie Zaman

The age of automation is here.

Across the world, tech firms large and small are leading the next industrial revolution. It is increasingly likely that technological advances in automation will change the labour market, as computers and robots take on roles traditionally performed by humans.

But how will these changes shape the PR industry? Is a robot really about to take my job?

Society will need to adapt to the reality of widespread automation

Research shows that the risk of job losses is real. Earlier this year, PwC suggested that up to 30% of existing jobs could be automated by the early 2030s. And according to the International Labour Office, market forces alone will not necessarily lead to massive job creation. Instead, a combination of social and political efforts will be needed to transform society, if we are to adapt to the new reality of widespread automation.

In spite of these challenges, we should still be optimistic. Deloitte is predicting that as more processes are automated, social skills will become more valuable. Innately human qualities like sensitivity, emotional awareness and the ability to communicate subtly are in demand, and are a long way from being convincingly replicated in robots.

So as communications professionals, we’re absolutely free from competition from unemotional robots and machines, right? Well, no, not entirely.

Robots will capture and analyse data – and handle enquiries

Robotic process automation will see computer software autonomously performing administrative aspects of many jobs. Tasks such as data capture, analysis and even responding to enquiries can – and probably will – be automated. Some are already, in parts.

Artificial Intelligence (AI) is also driving the automation of traditional desk jobs. Machine learning is the process where computers effectively train themselves, without the need of a human programmer.

This means PR software could eventually analyse and draw simple conclusions about media narratives, publications, journalists’ interests and even use of language.

Already, advances in AI have led to automated journalism, where computers are able to produce readable copy in a fraction of the time it would take a human. Will crafting key messages be computer led? Will thought leadership become the domain of the bot?

But creativity still requires a human touch

When it comes to the core qualities that make us human, no machine will be able to eclipse us any time soon. PR, like so many aspects of business, is about people.

It is people – not software – who understand the nuances of messaging, creative ideas and the subtleties of managing corporate reputation in high risk environments. All these thing shape decisions about PR campaigns: both strategic and creative.

PR professionals understand the nuances and courtesies of human communication needed to manage a successful PR campaign. Every day we conduct tasks that only a human can authentically manage. We think carefully about who to approach and how. We use language to shape messages with the subtlety that can mean the difference between a journalist accepting or rejecting our pitch.

Most importantly, PR professionals build relationships with other people. Only a human can bring that authenticity to the personal relationships underpinning good PR. The business of relationships can never be fully automated.

PRCA National Awards 2017

PRCA announces National Awards 2017 shortlist

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Hope&Glory leads the way in this year’s PRCA National Awards shortlist, with 12 nominations, including one for Medium Consultancy of the Year.

Weber Shandwick and Tin Man are tied for second place with six nominations each, followed by the Co-op, Harvard and Lansons – all on five.

Citypress, Golin, Hill+Knowlton Strategies, Instinctif Partners, M&C Saatchi PR and Porter Novelli are fighting it out for the Cision’s PR Newswire sponsored Large Consultancy of the Year award.

Joining Hope&Glory on the Medium Consultancy of the Year shortlist are Battenhall, CCgroup, Eulogy, Speed Communications and Third City.

The nominations for Small Consultancy of the Year are Alfred, Clearbox Communications, The Comms Co, Missive and Tin Man.

This year’s Consultancy Head(s) of the Year nominations are CCgroup’s Richard Fogg and Paul Nolan, Citypress’ Charles Tattersall and Martin Currie, Harvard’s Louis St Claire, Liquid’s Elisabeth Lewis-Jones, onechocolate’s Jill Coomber and Sue Grant and Tin Man’s Mandy Sharp.

The Young Communicator of the Year award is between Harvard’s Sarah Hollingsworth, Instinctif Partners’ Jen Horsman, Lansons’ Jessica Warner, markettiers’ Josh Wheeler, MWWPR’s Eleanor Crossman and Twelve PR’s Jessica Friend.

You can view the full shortlist here.

Centropy PR wins accountancy group

Centropy PR wins Lanop Accountancy Group brief

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Lanop Accountancy Group has appointed B2B tech, fintech and public sector specialist Centropy PR as its retained agency following a three-way pitch.

Centropy PR will provide the firm with a full range of services including content creation, storytelling workshops, social media support and messaging consultancy.

The win marks the agency’s fourth retained client since it launched earlier this month and the first to sit in its fintech practice.

“Lanop Accountants is the only accountancy company that’s offering the kind of personalised, digital services modern businesses so badly need,” said Steven George-Hilley,  Centropy PR’s founder. “We’re thrilled to represent a disruptive brand that’s leading the industry, and will relentlessly promote this message to the next generation of entrepreneurs.”

Aurangzaib Chawla, founder of Lanop Accountancy Group, added: “We were seeking a PR partner to amplify our customer-centric business model and market our bespoke digital accounting and business services. From the initial meeting through to the final pitch it was clear that Centropy has a passion for tech and creative storytelling.”

  • Pictured: Steven George-Hilley
ROAD wins Helperby

ROAD appointed to promote antibiotic resistance “breakthrough”

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Helperby Therapeutics has appointed healthcare comms specialist ROAD to help communicate its new solution, which could herald a breakthrough in the fight against microbial antibiotic resistance.

The agency will launch offline, digital and social media programmes to engage the medical and investment communities in conversation around “antibiotic resistance”.

“There has been no new class of antibiotic produced for over 30 years,” said Frances Crewdson, Helperby’s COO. “This new lease of life for antibiotics has the potential to help sustain our defence against life threatening superbugs for years to come.”

  • Pictured: Frances Crewdson