Category: News

Working as a digital designer at Nelson Bostock, my day-to-day job revolves around wireframes, web and email design for various clients. However, outside of work, I like to challenge myself by trying new things. I want to remove myself from my creative comfort zone and to get away from the computer screen.

I recently came across a fashion illustration masterclass workshop. It was led by the fabulous Alen Clo – an editorial fashion stylist turned fashion artist. Clo also has experience as a pattern cutter at Hobbs. Initially, I was nervous. I’m not familiar with the ins and outs of the fashion industry. However, I was really impressed with the open workshop structure. Not to mention the friendly people on the workshop. During the workshop, we explored the impact weight has on the human figure. We looked at the way the body affects the way clothes drape. I also really enjoyed experimenting with elongated mark-making and watercolour pencils.

We work alongside our clients on a daily basis to bring the best creative output, in line with our B2B and tech world. In time, techy vector illustrations will be a thing of the past Clients will strive to stand out among their competitors. You never know when these transferable skills will come in handy. For example, the brush strokes I learnt on this course could easily be pulled into a brush library in Adobe Illustrator. This would evoke much more emotion and motion. It would really bring images to life.

The course helped me push my creative boundaries. Check out upcoming fashion illustration masterclasses here and you can find out more of Alen Clo’s work on Instagram.

Earlier this month, our Director Tim Lines and Account Director Morag Magee made a trip out to San Francisco, and as part of this hosted an event with our sister agency, Highwire. Here, Tim shares his thoughts on best practice for building an international PR programme.

Nothing could really prepare you for a week in Silicon Valley. The energy. The smiles. The innovation. The feeling that the people you walk past in the street may well fundamentally redefine our world in the years to come. That is exhilarating.

The danger, however, is that brands get caught up in the bubble and you don’t fully appreciate the world beyond the West Coast. What works in San Francisco will not necessarily work in London, Paris or Barcelona. Companies that are making waves in the US and are considering global expansion need to think about how they approach and shape those programmes.

Last week we made the trip to San Fran and hosted a PR across borders  event with our leading partner agency Highwire. Featuring The Telegraph’s James Titcomb and Twilio’s head of global comms, Caitlin Epstein, the discussion hinged on this very subject. We explored the issues and possible approaches to international comms.

So – while there may be more – here are five golden rules to follow:

Being big in the US is no guarantee to international success.

Don’t get me wrong, success and scale in the States is a great start, but it is only the start. For success internationally, you need more than buzz… and comms should grow in line with commercial success. Local customers, partners and milestones are crucial if you need to build momentum in comms.

“When you go international challenge yourself to build a unique programme rather than rinsing the US. In a big company you get so many asks… so much stuff gets ‘pushed’ to comms. The most sensible thing you can do is pushback.” – @Caitep #pracrossborders

— Morag Magee (@moragmagee) June 21, 2019

You can’t localise enough.

You have to understand the context in each market you operate in. That goes for local media and influencers as much a local trends and issues. In the UK, that could mean appreciating the appetite for a positive investment story in the context of Brexit, or understanding that a fleeting mention of “disruption” or “AI” does not go deep enough for local media. One size does not fit all and the best programmes are local and relevant.

“Customise your story – don’t rinse and repeat in every region.” @Caitep #pracrossborders

— Morag Magee (@moragmagee) June 21, 2019

Customers, customers, customers.

Local customers are essential. It’s the first request from media; to show the impact of your client’s technology and hear first-hand how it has solved a specific customer challenge. Comms without customers, especially in the UK, will be an uphill battle.

“Local customers are core to the programme in the UK – put that UK customer in front of a reporter and the story will be in a lot more depth than anything in the UK.” @Caitep #pracrossborders

— Morag Magee (@moragmagee) June 21, 2019

Someone in the right time zone.

It can be done but managing global programmes from the West Coast is hard. In a world where speed is everything, you can’t always wait for the HQ to come online. It is so valuable having a local comms lead. They’ll be better able to shape a story and find that all-important local customer.

Value your consultants.

Listen to your local agency – they know what makes a good story and how to support local media. Don’t spend money on a killer agency with no ability to shape a programme. Ask questions and listen to what they tell you. That team could be your greatest asset.

The ingredients of a good story is universal. One of my big frustrations is there’s not always an understanding that the story needs to be crafted. We’ve hit a major milestone in US, tell the UK. You need a client / consultant relationship where you can ask why. @linesy

— Morag Magee (@moragmagee) June 21, 2019

What is evident is that building PR across borders isn’t a quick and easy task. It requires a strong story, a bespoke approach, and above all, local knowledge and expertise.

The answer is yes.

After attending the Contagious Summer Bootcamp last week, we wanted to share the three top tips on how you can release your inner creative in ways which will help your company flourish:

Invest time into your ideas

It takes time to work on a creative idea. There will always be considerations and, of course, rejections throughout the process. If you have an idea you’re confident in, help your peers understand how great that idea is.  The creative genius that inspires you isn’t made in a day. Make sure you sleep on that good idea. Invest some time and thought, so you’re able to make it a great idea.

Sometimes, it’s easy to feel disheartened about an idea. But don’t give up. If you’re confident in your idea, that will show and it’s important  to follow it through until you can watch your ideas come to fruition

Utilise the people around you

A creative culture is very important, all companies need to understand this. Energy is the key here, hire energy over experience and then you will create a culture that is on FIRE.  

You have to understand it. The creative outcome is how people will remember you. For example, THAT Christmas advert that you see and hear about everywhere. However, more importantly, you will remember HOW you made it. If the team enjoyed the creative process of working together, the quality of the work will shine through. The outcome of your idea will come across more positively to your team. Your team will then feel spurred and encouraged to work on the next creative campaign.

Plan for a meticulous execution

We’ve all been in a scenario where your idea can seem great to you in your head, but thinking about how you’re going to execute an idea is key. When pitching your idea, people need to really believe in what you’re selling and fully understand what they’re investing in.  Always start with a detailed and carefully executed plan. This will allow you to bring your idea to life for your team.

How your idea makes people FEEL is the most important factor to consider when pitching.

In the creative industry, you’re always going to come across ‘the haters’ but it’s still important to make sure your idea is heard. e. We’re only human. It’s nerve-wracking to receive feedback over something you’re invested in. However, BRAVERY comes from doing something that hasn’t been done before.

In summary – be a company that is important to others to exist. With this, you need to take a moment and consider if others could be affected if your company closed tomorrow. Consumers/clients want to feel inspired by your creativity and if you’re lacking in this department they may stop using your service or buying your goods. Do not be a company that may happily die tomorrow.

Then and now – has London mobility improved?

London’s heatwave has once again highlighted a major issue with the Tube. It is too hot. Designed by the Victorians for a city with five million fewer inhabitants, the soil around the tunnels cannot absorb heat as well. This caused the Central Line to reach over 35 degrees last week. On the older and deeper lines, TFL has been unable to find a solution.

This is quite a bleak picture. However, it gives a vivid example of why there is so much interest in new ways of commuting. The year 2009 doesn’t seem so long ago. But in a world before 4G networks, the options for travelling in London were much more limited. You could take the train, get a bus, a cab or ride a bike. Santander bikes, previously called ‘Boris bikes’, were only introduced in 2010. Uber wasn’t due for three more years. While Drive Now wouldn’t become London’s first dockless car-sharing service until 2014, letting people pick up and leave a car in different locations.

What’s all this about sustainability?

More recently the public consciousness has become more focused on sustainability. This has given rise to a new generation of mobility solutions. Obike was the first dockless bike-sharing scheme, launching just two years ago. Last year saw Lime become the first dockless e-bike sharing scheme. These initiatives both promote active travel, a key goal for the government, as well as filling in some of the more difficult journeys in central London. For example, getting from Soho to Marylebone is surprisingly difficult if you don’t want to walk! Obike and Lime have been joined by many competitors. Some of which have already fallen by the wayside. Both Drive Now, part of SHARENOW, and Zipcar have introduced electric cars onto London’s streets. They provide an emission-free way for Londoners to get around for short journeys.

The explosion of new mobility services tackles some serious issues. For example, improving air quality and encouraging people to be more active. However, for me, one of the big reasons we have seen such enthusiastic uptake of these new solutions is that they are really fun. Being able to jump into a convertible Mini when the sun is out, or cruising across London on an e-bike are excellent. They enhance the journey beyond just getting from A to B.

Where do we go from here?

The rapid pace of change in technology (in 2009 the iPhone 3GS launched in June!) has left our street infrastructure and government legislation lagging behind. Electric scooters are illegal to ride in the UK, apart from on private land. But a lightweight electric vehicle to cover ‘last-mile’ journeys is something that many are willing to flout the law for. As more electric cars become available to buy or hire, London will need considerably more charging points. While e-bike usage rapidly rises, London’s streets are still seen as too dangerous to cycle on by thousands of potential riders. We are also starting to see tests of self-driving cars on public roads. This gives us a glimpse of the kind of sci-fi future that until recently only existed in films.

In conclusion…

We need a balancing act. New solutions must not endanger public safety. The potential to drastically improve the urban environment is obvious. However, a lack of regulation can lead to sometimes fatal consequences. Alternatively, too much regulation could stifle desperately needed innovation and progress. The Government and service providers must ensure they are able to communicate clearly and work towards common goals. Over the coming years, they must secure a future where consumers have a choice when it comes to mobility. If the Central Line is too hot, there should be alternatives.

School holidays looming large. Sparse, stuffy offices. Broken air conditioning, and the inevitable British tradition of complaining that it’s too hot as soon as the temperature creeps up above 15 degrees.

Summer is upon us – but how can we make the most of it in PR?

Some of the team recently attended an event put on by Good Broadcast, looking at how brands can capitalise on the summer ‘silly season’ and land impactful broadcast coverage. With tales of filming from inside a gourmet ice cream shop,sun-creaming  pigs, and investigating spurious reports of lions in Essex, , the expert panel of broadcast journalists felt the summer period was an excellent time for pitching in those ‘light relief’ news stories.

Below, we’ve pulled together some top tips from the event, compiling insight from Channel 4’s Paul McNamara, Sky News’ Rhiannon Mills and the BBC’s Jonathan Blake on how to find a way into the broadcast agenda in the summer months

1. Timing is everything. It can be worth holding onto those human-interest stories for the summer months when the news agenda is lighter. Capitalise on the fact that  it’s harder for broadcast journalists to find stories at this time of year.
2. Targeting is key. Rather than aiming for blanket coverage, zeroing in on a particular person or outlet can be a great way to make your story stand out and ensure it gets the airtime you’d like.
3. Access is everything; exclusivity is everything.
4. Media training is important, but shouldn’t detract from the conversation. The discussion – particularly when it’s being broadcast live – shouldn’t be stilted. There may be a particular conversation you want to have and lines you want to stick to, but don’t let your client or spokesperson be too tied down to this. There’s a difference between someone trying to make a soundbite for your piece, and someone who’s actually giving an interview. Journalists inevitably prefer the latter.
5. Get your clients’ name out there. If you have someone who is good at speaking on a popular topic, particularly if they are an expert, pitch them out! This  is even more true than usual during the summer, when there can be a dearth of good spokespeople.
6. Know who to go to. Planning desks are often the best place to hit for events or anything that is already set in the agenda, while reports or timely news stories can go direct to the reporter or correspondent. The journalists want to look good to their bosses, and by pitching them a great story you can help them do that!
7. Remember, you’re on TV! Given that it’s a visual-first medium, interesting pictures and filming locations can be a key part of building out your story.
8. Consider diversity: it’s a massive issue in the broadcast agenda. Finding a woman in tech to talk about a tech story can give your story that bigger impact – nobody wants the news agenda to be full of lookalikes. As PR professionals we need to be thinking about giving a wider pool of people a voice, just as much as journalists and broadcasters do.
9. Call, don’t email – especially if you don’t know the journalist. A cold email, no matter how well-crafted, is much more likely to sit in the inbox unread. If you’ve got a great story, the person you’re pitching it to will pay attention.  
10. Think about the package. Do all that you can to make life easier for the journalist! This means working your story within the parameters of wider issues and figuring out that killer news hook. Consider the set-up: do you have a location you can suggest, an eloquent spokesperson, a relevant topic to discuss? Having all of this in advance will help increase your chances of landing that great opportunity.

Do you have any other tips to share about how to ramp up your clients’ broadcast coverage during the summer? Let us know via our Twitter.