SPOTLIGHT BLOG

The media and marketing landscape has altered beyond recognition over the last five to ten years in the wake of the digital revolution. You have never had it so good when it comes to influencing the people that matter to you because you can create and share your own content in print, on-air, online and via social media-platforms.  Generating and distributing your own original content is a powerful way to encourage people to engage and regularly talk about you, your products, your services and your people. No other marketing discipline empowers you to control directly reach out to your stakeholders.  However, like anything new and innovative, people have different levels […]

On a purely professional level, Donald Trump winning the election to become the 45th President of the United States of America provides us with a fascinating case study. Trump is nobody’s fool and throughout his election campaign he cleverly and successfully positioned himself as the ‘politically incorrect candidate and became the first reality TV President’. However, what worked for him then is unlikely to work for any of us (unless our strategy is cause controversy and chaos and deliberately alienate people from our brand). I explain why in this white paper published. ‘Why Fake News is good for him but not for us’ gives 10 reasons why your PR will […]

Standing out from the crowd has never been more challenging. After all, we are busier communicating with each other and more connected globally than we’ve ever been. At the time of writing, just under half the world’s population (46.1%) is online (over 3,600,000,000 people). We’re operating 1,231,343,424 websites and crafting, drafting and posting 5,000,000 blogs every 24 hours. Every single second we’re sharing 7,000 tweets, uploading 729 images to Instagram, watching 125,406 videos on You Tube and conducting 54,000 Google searches (back in 1998 when it launched Google was serving a paltry 10,000 search queries per day). Even these dramatic stats will be out of date by the time you […]

We live in fast moving times where instant satisfaction has become the order of the day for many, especially in the services sectors where decisions have to be made in a matter of seconds. One leading restaurant operator once said his staff had about 10 seconds to resolve a customer’s complaint before they had lost them for good. This is increasingly the case for others, such as printers, technology providers and creatives, who have traditionally enjoyed longer timeframes. However, nowadays people are demanding faster turnarounds than ever before. For some this is a lot easier than done. Others rise to the challenge. I was talking to a couple of authors […]

When I first started out in public relations and communications in Manchester I handled the Boddington Pub Co account, a mixed bag of 500 pubs and pub restaurants in north-west England. Back then promoting an individual outlet was not only a tough ask, it was also expensive.  Media platforms to reach customers were local daily and weekly newspapers, leaflet drops, on-site posters and banners or brilliant PR stories. I once relaunched a pub in North Manchester. Loads of great coverage but it cost a small fortune for an actress to play Elizabeth 1 to knight the new landlord in front of his regulars. Fast forward a decade or two and […]