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… Continue reading Opinion: How to navigate the cycle of influencer marketing

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… Continue reading Opinion: Freelance PRs are a strategic resource, not a stopgap

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,… Continue reading Opinion: Work experience should be treated like an interview

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.… Continue reading Opinion: How integrated comms 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… Continue reading Opinion: Navigating a world of higher expectations demands more focus

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… Continue reading Opinion: How brands can achieve greatness

How AMEC’s ‘maturity mapper’ will transform the PR industry

AMEC’s Measurement Maturity Mapper will help communicators uncover the vital insights they need to build more effective PR campaigns, its creators said in this week’s webinar which is available to view below. Having unveiled the tool at the 2018 AMEC summit in Barcelona, Cision’s Paul Hender, FleishmanHillard Fishburn’s Ben Levine and Survey Solutions’ Colin Wheeler… Continue reading How AMEC’s ‘maturity mapper’ will transform the PR industry

How to enhance your PR measurement with ‘maturity mapping’

The overwhelming majority of PRs are actively trying to evaluate the success of their activities. But, new research from AMEC and Cision shows that fewer than one in four regularly link PR performance to their organisation’s reputation or business objectives. Now, there’s a way to find out if your competitors are beating you at PR measurement… Continue reading How to enhance your PR measurement with ‘maturity mapping’

Opinion: The comms challenges posed by shareholder activism

Geoff Serednesky, managing director at FTI Consulting, considers the rise of shareholder activism in the UK and the opportunities and risks it creates for comms professionals.  Shareholder activism – the practice of taking a position in a public company stock to influence corporate direction and unlock shareholder value – has become an increasingly hot topic… Continue reading Opinion: The comms challenges posed by shareholder activism

Opinion: How to prepare for the social media apocalypse

Alex Warren, senior account manager at Wildfire PR, asks whether the recent negative headlines around social is a sign to prepare for the social media apocalypse. Is social media doomed to fail? That’s the question that I’ve been thinking about recently. From the Cambridge Analytica scandal to the #DeleteFacebook movement, Snapchat’s celebrity exodus to the… Continue reading Opinion: How to prepare for the social media apocalypse