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. […]

Opinion: Navigating a world of higher expectations demands more focus

Richard Johnson, who recently joined Clarion’s Advisory Board to help relaunch its reputation management service, shares his thoughts on why corporate reputation is more important than ever before. “Corporate reputation is more important than ever”. It’s a phrase I hear frequently nowadays, especially in the communications business, although it always strikes me as not quite […]

Interview with Cision’s Orla Graham on Communicating Causes

Orla Graham, senior client insights manager at Cision, speaks to Christine Kanu about her role in a new book: Communicating Causes – Strategic public relations for the non-profit sector. Tell us a bit about yourself and how you got into writing I’ve been working in the heady world of media evaluation for about 12 years now. […]

Opinion: How brands can achieve greatness

Matt Cross, UK MD of Hotwire Global, shares insight into The Pursuit of GREATNESS report and how brands can go from good to great. Your brand may never achieve greatness. If you were hoping to reach the destination of greatness, you have already missed the point. This was the overriding message that came out of […]