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Opinions

  • PRedicting 2019: What’s next for… Analytics & Measurement!

    December 12, 2018

    A true reflection of PR’s power Real PR attribution. The media intelligence and evaluation industry has been trending this way for a few years now, but in 2019 expect all the major media measurement providers – Cision, Carma and Kantar Media – to be offering PR evaluation platforms that link brand/company media coverage to a brand/company’s website. So, why now, or more precisely, what took so long? There are a couple factors driving the trend...

  • PRedicting 2019: What’s next for… Luxury Communications

    December 11, 2018

    The influencer game gets real In 2019 we predict a shift away from global faces and mainstream influencers like Chiara Ferragni from the luxe sector. As an industry we have created a monster when it comes to endorsements and the use of talent.  As a result, the use of celebs and influencers is often portrayed in a less authentic way. Take for example fragrances, one moment we see an influencer invited to launch or a...

  • PRedicting 2019: What’s next for…Crisis Communications

    December 10, 2018

    Data breach regulations, and data breach fatigue Since the General Data Protection Regulation came into force on 25th May 2018, it’s been put to the test with a number of high profile breaches – from British Airways to Facebook to Superdrug.  In some quarters the regulation is seen as working: in September the FT carried the headline “The BA data breach shows that regulation works”. Its point was that historically companies have waited months, even...

  • PRedicting 2019: What’s next for…Sports Marketing

    December 7, 2018

    Brands have long recognized that sport allows them to tell stories to a captive audience in an authentic, impassioned and credible way, albeit an audience increasingly stretched by the flood of messaging in this area. However, this is no longer enough. The next evolution of this, which the brave have already ventured into, is the requirement to take a stand and represent ‘something’. Philanthropy, cause and purpose through sport will become more and more prevalent...

  • PRedicting 2019: What’s next for…Purposeful Business

    December 6, 2018

    Paul recently spoke at Ethical Corporation conference on why businesses are failing to beat climate change and why millennials are the key to winning. You can watch the 10 minute video here. Making the millennial manifesto everyone’s manifesto 2019 will be the year of the purposeful millennial. Why? Two simple reasons. First, because the Brexit-voting Boomer generation has failed to deliver the economic change their generation promised. Second, because by 2025, millennials will make up...

  • PRedicting 2019: What’s next for…Corporate Communications

    December 5, 2018

    In a newest series we've asked senior leaders from across the agency for their 'PRediction' for 2019. We will be publishing them daily for the next twelve days so keep checking back to learn more from a range of sectors and expertise in what could be the biggest opportunities and challenges for next year.   Gender equality, climate change and making connections matter In the first three months leading to Brexit, there are two possible...

  • Addressing the gender pay gap: Moving from disclosure to action

    December 4, 2018

    When organisations across the UK published their gender pay gap data for the first-time last year, it was not surprising to see the outliers named and shamed. Companies and industries that reported the largest gender pay disparity were criticised in the press, and the media overall was sceptical of corporations – scrutinising data and the narratives explaining them. There was limited opportunity to tell a positive story, in fact where these existed (brands like Apple...

  • Beyond fads and fears – What is the media’s role in the AI debate?

    November 23, 2018

    We’ve all read the news reports telling us how much of our job will be handled by a computer in a decade’s time – and there was that episode of Black Mirror that gave the whole country nightmares for a week. In this climate, it’s no wonder that there’s a fearfulness surrounding AI – the news and entertainment media are incredibly powerful in shaping popular perceptions of the technology, with hype and scaremongering often getting...

  • Upping your game in Corporate Reporting

    November 1, 2018

    Last week The Financial Reporting Council (FRC) published a review on the state of reporting in the UK. The outcome wasn’t great. “Businesses have been told to up their game in key elements of corporate governance and reporting, after a review found a multitude of basic errors and misapplications of the UK corporate governance code in reports.” Source: City AM Of course, the FRC’s Revised UK Corporate Governance Code 2018 does not set out a rigid...

  • Budget 2018: An Election Footing Budget?

    October 29, 2018

    Prime Ministers and their Chancellors do not always see eye-to-eye. Just ask Gordon Brown and Tony Blair, or Nigel Lawson and Margaret Thatcher. Philip Hammond and Theresa May are no different. The Prime Minister’s announcement earlier this month at the Conservative conference that “austerity is over” was rumoured to have antagonised the Chancellor and his advisers no end. If that was the case, the Chancellor showed no sign of his animosity today. Philip Hammond used...