Why ethics is the future of PR

“The next step is to explore not what you do, but why you do it”. PRplace.com’s editor Richard Bailey recently published a powerful reminder about the state of the PR working environment. If we want to move beyond the event management, content marketing and media relations technician role, we need to demonstrate leadership, champion the

What can open data bring to your reputation?

Today’s digital world offers organisations an unprecedented opportunity to communicate information. Open data is no longer only useful for research, evaluation and measurement. It can only be turned into a powerful PR tactic if practitioners are aware of its advantages and understand its risks. Open data is data that can be freely distributed, shared and

Is the Influencer Marketing bubble about to crash down to Earth?

It is a fair question. Recent news on the topic have caused quite a stir in the digital world so the value of influencer marketing is under scrutiny. I recently reviewed the matter in a Twitter chat with various practitioners. CIPR board and council member Ella Minty started the debate: Is the influencer marketing bubble actually about

What is wrong with PR?

This is probably PR’s greatest irony: PR suffers from bad reputation and image issues. Although the discipline has been institutionalised for years now, the industry is still facing an existential crisis that most practitioners and professional bodies are actively tackling. I wanted to look at the most crucial challenges and misconceptions which, according to me,

Cambridge Analytica: PR learnings from the whole debacle

Reading the news about Cambridge Analytica’s fraudulent use of Facebook data made me feel concerned, but not for the most obvious reasons. Yes, the scandal raises serious questions about security issues and online trust, but I am particularly worried about how this case could, almost accidentally, impact on PR’s reputation. It also made me think

Everybody has their own favourite brands, that’s why PR should broaden its spectrum to optimise results

Everybody has their own favourite brands. That is just a fact. Take the recent Brexit vote for example: some journalists reported about the favourite brands of the Remain versus Leave voters, as a certain category of people is drawn to some particular brands rather than others. The sense of brand image exists. Brand perception is

Brexit actually brings new opportunities to prove the value of PR

The referendum results in the UK came as a surprise to the majority, including the Brexit campaigners. The advent of post-truth communication, the emergence of fake news in social media and even in traditional outlets, polling, activist leadership and media bubbles lead us to re-think the old ways of interacting with the general public. PR

Why are there so many former journalists in PR?

The Big Partnership in Aberdeen offered me the opportunity to have a placement in their Aberdeen office! I was so delighted to be able to have an experience in one of the busiest PR agency in Scotland. I have learnt a lot and now that this is over, I have decided I would write a