Opinion: Lack of CEO engagement in comms impacts business growth

Laura Tallett, director of business and corporate at Speed Communications, discusses the struggle of engaging CEOs in marketing activity and how to overcome these barriers. Gaining buy-in from the senior leadership team is paramount to any successful comms strategy, yet many businesses face challenges when it comes to engaging their CEO in their marcomms programme. […]

Opinion: How award wins help build a PRable brand story

Antonia Goddard, marketing and communications executive at Product of the Year, explores how brands can leverage winning an industry award. In the age of instant digital celebrities, Love Island gossip, clickbait and fat-busting secrets, there’s more competition than ever to grab a few column inches, never mind a headline. Journalists are time-pressured, so we condense […]

Opinion: Why non-execs are PR’s bridge into the boardroom

Scott Addison and Tal Donahue, board director and senior account manager respectively at Infinite Global, argue that communicators should build relationships with non-executive directors to get their voice heard by the board. Given the speed at which reputational issues have risen up the corporate agenda over recent years, the arguments for PR to have a […]

Opinion: Communicators must help promote health data sharing

Catherine Desmidt, associate director and head of the health practice at Hotwire, argues that communicators must help health practitioners explain how data sharing benefits patients. Stories about data and how it is used or abused are consistently in the media. Big technology companies are being held to account over the security of data, whilst we, […]

Opinion: How creatives can stand out in a data-driven world

John Brown, founder of Don’t Cry Wolf, passionately defends the need for creativity in comms and argues that data will never trump instinct when it comes to producing PR campaigns with cut-through. “I’m more of a creative scientist than just a creative”. This was a phrase I overheard being belched out at a recent industry […]

Opinion: How to navigate the cycle of influencer marketing

Kajal Bakrania, founder of Just Sawse, explores the cycle of influencer marketing and the ways which brands will need to secure their services as the sector evolves. Engagement, metrics, algorithms: welcome to the influencer game. As an industry we have reached capacity on talking about influencers, micro-influencers, ASA regulations, authenticity, gifting and how much to […]

Opinion: Freelance PRs are a strategic resource, not a stopgap

Nigel Sarbutts, founder of freelance network The PR Cavalry, argues that senior comms professionals need to include freelance PRs in their long-term strategies. It’s indisputable that the range of tasks that in-house staff and consultants now perform has expanded more rapidly in the last few years than at any time. PR programmes now range far […]

Opinion: Work experience should be treated like an interview

Juliet Cameron, chief operating officer at Launch, argues that both interns and employers should look to summer internships as an extended job interview. Too much work experience on a CV never looks good as we know that savvy candidates see a placement for what it is: One long interview. If work experience is handled well, […]

PR Case Study: Red Consultancy – The Rubbish Café

Emily Morgan, managing director – consumer at Red Consultancy, discusses how the agency helped Ecover to launch the Rubbish Café. Campaign: The Rubbish Café Client: Ecover PR team: Red Consultancy Summary In 2016, less than half of all plastic bottles were collected for recycling and only 7% of those were turned into new bottles. The resulting […]

Opinion: How integrated comms can drive societal change

Alexandra Marsh, associate director at Ketchum London, explores how the agency’s Cannes Lions winning #bloodnormal campaign shows that integrated comms can drive societal change. #bloodnormal is a very special campaign for several reasons; it triumphantly broke perceptions and taboos about periods, it generated worldwide coverage and it demonstrated how integrated communications can drive societal change. […]