William Amiri-Fuller

Thanks to John Johnston for the POLITICO Europe London Influence story on the training gap between white PR Professionals and those from BME backgrounds. The Chartered Institute of Public Relations State of the Profession survey showed that white practitioners are: - more likely to have received training in the previous 12 months (81% vs. 74%) - are more likely to have agreed training needs with managers - and are less likely to have had requests for training turned down (36% vs. 47%).   This represents statistically significant gap in the training experiences and opportunities of UK BME PR professionals compared to their white colleagues. Not only is training vital for an individual’s progression, and internal profile, as it can shape how an employer views their ability and seniority, lack of access can impact overall achievements as well as retention - a key point brought up by Matthew Otubu. And based on previous research and people's lived experience, it’s also a red flag for other missed work opportunities and unspoken barriers to fairness and inclusion. Sadly the training gap is not surprising but it is unacceptable and, in an age of skills shortages, inexcusable. #PR #Comms #DiversityandInclusion #Training https://lnkd.in/eCZypZM8

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Last week I had the pleasure of attending Grayling Media's launch in London. Grayling Media is a media relations and intelligence unit within Grayling and has just released a new report 'The New Media Age 2024' which I have linked to in the comments below. It's well worth a read. The launch event featured a power panel of media and PR experts, including Sky News’ Sophy Ridge, new media expert Jordan Schwarzenberger, Bauer Media's lucie cave and PR pro and Love is Blind's Tom Stroud, all expertly moderated by Grayling's Heather Blundell. The conversation focused on the evolving media landscape, especially how traditional journalism is converging with the digital world. Some stats that stood out to me included : Journalist trust remains strong: 64% of the UK public trust journalists, with higher trust among the 18-35 age group. Rise of media influencers: One in five consumers follow specific journalists, with 40% of 18-34-year-olds actively seeking their content. Generational shift: Younger audiences are connecting deeply with individual journalists, valuing their voices more than the platforms they work for. Social media struggles with impartiality: Only 40% of respondents view social media as impartial, compared to 63% for TV. A few standout themes then: The rise of individual journalists as influencers - with younger audiences often following the views of individuals over media outlets. As PR professionals, building relationships with individual journalists remains as important as ever. The blurring lines between traditional and new media—content creators and social media platforms are now integral to news consumption, especially for Gen Z. AI and disinformation—there’s both excitement and caution around AI's growing role in content creation. Trust and authenticity remain critical as we navigate this new era. I dind't count, but had I of done, that word 'trust' was almost certainly the most cited word in the day. It’s clear that the future of media is multi-platform, with a very strong focus on personalities and engaging content rather than media brands alone and it all needs to resonate with diverse audiences. A fascinating session and plenty of takeaways for PR and media professionals, thank you for a great afternoon. And a big shout out to David Gallagher and Leah Selouk too, great to natter afterwards. Don't forget to download the report - linked below. #PR #Media #SocialMedia #AI #Communications #Content #futureofmedia

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This is a very inspiring and insightful podcast discussion of PRWeek UK with Cision, straight with the hottest trends from the Cannes Lions International Festival of Creativity this year when #PR was in the spotlight. ✨ It’s not about just including influencers in brand campaigns or being an influencer, it’s about deep understanding of audiences, content creation and storytelling, brands and their products’ benefits to be truelly authentinc and engaging in the story doing. 🚀 Our industry is facing the same challenges with influencers no matter the location. Happily, MSL (Global) brings the value of its own platform Fluency to clients to plan and create the most efficient influencer campaigns regarding size and market. 🔝🤹‍♂️🏅 Of course knowing local specifics are a must! That’s why MSL Sofia is publishing The Pulse of Influencer Marketing in Bulgaria for few years now. Stay tuned for 2024 edition! It’s coming in the fall! 🔜 Even more, in a world where everybody can be creator the blur line between influencers and journalists is becoming thinner, there is a need to be better at research and evaluate, before you go live. 🔈🔇 Did you know of Jinfluencers (journalist-influencer) by the way? They are true opinion leaders in the media landscape. Let’s keep and help the authentinc content in media and social media flourish the best way possible for consumers, brands, or any audiences and communities! #InfluenceImpact https://lnkd.in/dPRMZ_GV

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Will the next government bring increased regulation for the UK advertising industry? The UK general election falls on the last day of MAD//FEST LONDON, so by the time Grace Carter gets on stage to start the party in E1, many of the votes for the political parties will have already been cast. One change that the new government could oversee is increased external regulation and governance of the advertising industry - would that be a good thing or a bad thing for you? Let's take AI for example. Katherine Viner, editor of the Guardian, recently called for AI regulation. She said, "Without quality journalism to train and ground large language models, these technologies would struggle to make sense of the world around them." Without quality, trusted data to train the AI models on, it is easy to see how we could get into a vicious circle of AI choking on its own exhaust fumes: 1 - Incorrect content published 2 - AI reads that incorrect content 3 - AI therefore writes incorrect content Crap in, crap out, as they say in the trade! ;-) I would also add that digital advertising relies on quality content that consumers spend time with, so that the advertising has a chance of having an impact. For example: The difference in dwell time on an MFA site, which uses GenAI to create the content and click-bait to get somebody there, to a page with 10 ads, is a world away from the experience of a subscriber to a premium publisher site, who logs on to consume the content they pay for and only sees a single ad next to that valued content. 💬 - What do you think - more government regulation or not? #ai #regulation #advertising

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As a new channel - and one that presents significant revenue generating opportunities - retailers have been quick to explore #RetailMedia - but what's next for this evolution in #retail #marketing and how can brands bring #advertisers closer to their audiences of conversion-ready customers? Join ADvendio 's webinar on 30 May to discover key evolutions in the #RMN space and how retail businesses can capitalise on these new opportunities. Reg details -> https://lnkd.in/exzeq2yv

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A second PR coup by Manchester's AO Arena in a day, with Take That also shifting their tour to the 30-year old venue following the ongoing crisis at the city's new Co-op Live arena. If the PR and marketing team aren't flooding channels with 'AO Arena - We're entertaining you/Open for business' messaging or similar, then they should get on it. Yes, the actions of bands moving to them says a lot, but as people questioned the city's ability to have two arenas, I'd definitely turn the screws and make sure people in the region - and the music industry - perceive the established city centre as reliable and *the* place for big music. And what of the Co-op Live's handling of the communications around the ongoing crisis? What do others think?

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The news today that more people (a whole 1%) are getting their news from online sources rather than the TV is interesting but not entirely a surprise... after all, we are so much more digitally engaged and device-focused than ever. However, the stats that stood out to me were based on the growth of social media as a news source for young people aged 16-24 - Instagram is used by 40% of this group as a source for news and 33% turn to TikTok. I am guilty of becoming engrossed in both these platforms, but I am informed enough on what to pay attention to and what to block/mute/ignore. This is even more pertinent as this article from The Guardian also stresses how much misinformation and inaccurate news is shared online around milestone moments like the General Election: https://lnkd.in/ejeXGJdD Even Fiona Bruce has been quoted as saying: "..it’s worrying that social media is being increasingly used as a news source. It’s not just a problem for journalists, it’s a problem for all of us. And once a fake story is out there, it’s almost impossible to correct. I know, I’ve tried. Good luck trying to get anything taken down from X." This likely comes back to educating the younger generation on reputable sources for news to start, and making them aware of the commentators to take heed of and who not to... What are your thoughts? Is it possible to get on top of news sharing on social media? What role should the PR community take when it comes to this?

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Really grateful to two market-leading Editors of subscription-led businesses and terrific ex-colleagues of mine, Catrin Griffiths and Alastair McLellan, for spending time with me last week on B2B content strategy. If you want to watch on-demand there is a link below. Highlights for me included: Impact on content strategy of the move to a paid subscription business model 17min46 Building a high value B2B content proposition 14min02, 23min05, & 31min29 How to motivate editors & editorial teams 29min42 & 50min47 Removing Print as a platform 45min02: https://lnkd.in/gbwftfwR

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People Want real Change - Sunak v Starmer: Green groups call on broadcasters to ensure climate change features in TV debates: https://lnkd.in/eqxDwp3N #elections #UK #UKelections #TVdebates #climatechange

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‘You can’t really measure the impact of PR’. I hear that said so often that sometimes even those of us working in the sector can be at risk of internalising that belief. Which is why it’s so uplifting when a client takes the time to write in on a Friday afternoon to say ‘the result of the press coverage [that Rostrum generated] is a 25% increase in website traffic and a 50% increase in form completions’. That’s a measurable return on investment from your PR programme.

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This is intriguing. In the past couple of decades The Guardian has built itself from a UK newspaper into a global media brand, winning Pulitzer prizes along the way. The flipside is that The Observer, the world’s oldest Sunday newspaper, has at times looked unloved. The print edition has lost pages and supplements over the years and it doesn’t even have its own standalone website. Enter Tortoise Media. It’s a new-media success story, having persuaded people to pay for long-reads and deep-dive podcasts. Picking up The Observer would be a big gamble, not least given the fixed costs of printing a paper, assuming it doesn’t plan to immediately switch to online only. There’s a long tradition of investors spotting a chance to carve out an asset from a larger group and reap the benefits. Private equity firms have made an art of it. So there’s a big opportunity for Tortoise. If confirmed, it’d be good to hear from James Harding, Tortoise’s founder, about what he plans for such a famous asset. https://lnkd.in/ea66xmfH

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Retail media expected to overtake TV by the end of 2025 in the UK, behind only paid search and social media (The Grocer): By George Nott. Retail media’s extraordinary growth will – as Tesco told suppliers at a summer event – make the medium bigger in terms of ad spend than television by the end of 2025, behind only paid search and social media. “It is absolutely feasible that retail media will over-take TV in investment,” says Georgina […] #DOOH #digitalbillboards #digitalsignage

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A few days ago, I published the post below here on LinkedIn and on other social networks about my blog being in Vuelio's listing of the Top 10 UK PR blogs 2024. Some nice reactions here (thanks!) and there. On LinkedIn, though, within a few hours, I'd received email pitches and DMs from people wanting me to publish guest posts, with the promise that they'd promote the posts and "amplify my SEO presence," to quote one. All in exchange for "just a few carefully selected links," to quote another. It’s clear that LinkedIn is fast becoming a breeding ground for inauthentic, spammy, approaches. But the real question is: How do we maintain trust and authenticity in a space that’s increasingly being exploited?

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Why media intros should never be skipped💡 Whenever I start working with a new client, I’ll always spend time in the first month introducing the brand to key journalists within the sector Whilst this process might not always lead to direct results, I’d argue that it’s an invaluable part of the onboarding process. Here’s why: 💭 You’re not only introducing your brand and the products / services / offering to your target media, you’re also introducing yourself as the go-to person for anything the journalist needs in relation to the industry 🤓 💭 It’s a great opportunity to build relationships, without trying to ‘sell’ a story or product launch. You’re providing journalists with genuinely useful information and many often enjoy hearing about new brands 🤗 💭 You’ll build a core list of relevant media contacts that you can refer back to in the future. As long as you’re putting the time in to research each person’s niche and topics of interest to create a really strong list! 🧐 💭 Bonus: You might actually get some great coverage too! I recently had some fantastic feedback from a journalist at a high end interiors publication on the back of a media intro for my new client and we’re now set to be featured in a product roundup piece that is perfect for our target audience 🤞 When it comes to introducing your brand, I’d always recommend keeping it concise and sharing the most interesting and useful information; such as internal experts, any key products / services and what topics you’re able to comment on #digitalpr #prtips #freelancepr

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To degree or not to degree? That was the question posed by PRWeek UK to assess whether PR degrees are useful (or necessary) to get in and get ahead in the PR industry. There are lots of interesting nuggets in the full piece so give it a click (link below), but my views are: ⏱ Tools, techniques and approaches in PR are accelerating by the second, so traditional learning methods are often immediately past their sell by date. ➗ There's a simple formula I like to think applies to learning in PR - 30% osmosis, 30% relationships, 40% get your hands dirty on the job. 🌍 Degrees in PR may foster too much 'rigidity' when it comes to strategy, planning, or ideation as frameworks combust when they intersect with reality. Thanks for for including my thoughts Siobhan Holt on behalf of TEAM LEWIS. All I know is that the Dummies Guide to PR I bought back in 2005 wasn't a patch on the 100 person sell-in list that embraced me on day 1 in PR! Full article here - https://lnkd.in/e7-wcnfc

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Whilst it’s easier to list the benefits of PR, perhaps it’s more compelling in your decision-making to consider the risks of neglecting it, such as falling behind the competition, being instantly forgettable, and being vulnerable in times of crisis. 💫Falling behind the competition: Competitors investing in PR will gain a competitive advantage through enhanced visibility, credibility, and trust, leaving you in the background. Businesses that invest in their PR will engage with their target audience, starting the conversations that you want to lead building the position as trusted others. 💫Brand ambiguity: Without a proactive PR strategy, businesses can lack distinction, with their brand not being associated with any industry or product and target audiences struggling with brand recall. Your brand could just blend in with countless others if no communication channels have ever been opened up. 💫Vulnerability to crises: If no investment has been made in establishing your brand and solidifying what you stand for in your market, you are more exposed to crises and negative PR. A lack of recognition of your organisation means you’re more susceptible to negative publicity and rumours, which can tarnish your reputation and erode consumer trust. Investing in PR is about more than just managing news cycles; it’s about building and sustaining relationships with various stakeholders, including customers, employees, investors, and the wider community. These relationships are crucial for shaping how these groups perceive your brand. And, the benefits cannot be overstated. #B2BPR #Publicrelations #Marketing

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Journos in my network: I read a report from MuckRack surveying the state of journalism in 2024. It has a US focus but I suspect the findings apply as much in the UK; would you agree? - About one-third of journalists express concerns about lack of funding and trust in journalism, consistent with last year's findings. - More than one-third report layoffs or buyouts, with 30% turning to LinkedIn for job opportunities.  - 64% work over 40 hours weekly, with 79% working after hours.  - Nearly a quarter produce 11 or more stories weekly, and about one in four primarily publish in legacy media, despite the digital shift. https://lnkd.in/eys6rqjH

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Would you trust AI to manage your corporate crisis? No, me neither! Listen to the latest episode to find out more and should we laugh or cry at the rise of gilet-man.

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🔍 Spotted on the commute this week: Sainsbury's PR-ing in a spot traditionally reserved for B2C advertising.   As consumers become increasingly aware of where their money is going and therefore more likely to buy from companies they perceive to have a strong 'Purpose' - it seems we'll probably be seeing more of these types of 'ads' and the merging of what is traditionally seen as the separate disciplines of Marketing, PR and Advertising.   As PR professionals, this shift is interesting: how far will the lines blur between how we advise companies on communicating to their stakeholders versus their customers? Sainsbury's clearly think it's worth the ad spend of a prime spot on the London Underground to communicate the good they are doing rather than their latest promotions.   If anything, it's a reminder that - as our Freuds Group founder Matthew Freud said in a recent episode of 'When It Hits The Fan' podcast - the reward for companies trying to be better should be a better reputation. Episode here: https://lnkd.in/d3dTAVam

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