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Author: Aspectus Group

ITV and Piers Morgan: nobody is bigger than the brand


By Megain Buchan, Deputy Head of Energy

The media has been alight this week with the hotly anticipated interview of Meghan Markle and Prince Harry. Once aired on Monday night, Twitter and news sites alike were awash with opinion, insight and takeaways from the interview that “shook the monarchy”.

In the UK’s media, no one is perhaps more opinionated or scathing than Piers Morgan. Known for his years as a tabloid editor who attracted controversy for scandals around breaking news, he has built a profile as a contentious media figure. And on this occasion, he didn’t hold back. On Good Morning Britain he let everyone know that he “didn’t believe a word” Meghan had told Oprah Winfrey about her mental health.

The fallout? 41,000 Ofcom complaints in less than 24 hours, beat only by the race row between Jade Goody and Shilpa Shetty on Celebrity Big Brother in 2007. And on Tuesday morning, he was challenged by co-presenter Alex Beresford on his opinion – resulting in Piers walking out of the studio for 10 minutes. By Tuesday night, ITV issued a statement saying: “Following discussions with ITV, Piers Morgan has decided now is the time to leave Good Morning Britain. ITV has accepted this decision and has nothing further to add.”

But why the swift departure? Put simply, Piers’ thoughts and actions didn’t align with ITV’s brand. And in business, it’s important to remember that no spokesperson (ok maybe Steve Jobs and Elon Musk) is bigger than the brand.

On Tuesday, ITV chief executive Dame Carolyn McCall stated she “completely believed what [Meghan] says”, noting that ITV is “totally committed to” mental health. In addition, mental health charity Mind, which partners with ITV on its Britain Get Talking campaign, also criticised Morgan, saying it was “disappointed” by the presenter’s comments.

So for communications professionals there are a few takeaways that we can feed into how we build our spokespeople’s brands externally. 

  • For anyone talking about sensitive topics like diversity, inclusion or mental health, ensure they are properly briefed on the causes close to your businesses’ heart. 
  • In addition, align your messages across channels and spokespeople – nobody wants two spokespeople contradicting each other. 
  • Finally, remember opinions will always be sought out, but by media training your spokespeople to feel comfortable in saying they “can’t comment on that” and ensuring they are briefed on key messages, they can accurately represent your brand first.

Of course Piers has built his career on outlandish opinions and with a large following, it won’t be long before he returns to our screens. But the question is how careful will brands be to associate with him if he is quick to pass opinion on some of the most sensitive and important issues facing us today?

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When the fun stops, GameStop


By: Tarik Salih, Account Executive in Financial Services

Over the past decade, investment platforms have set in motion a trend toward the democratisation of investments. Gone are the days of meeting a broker to get a quote and then mailing them a physical cheque or wiring a transfer of money – a taxing process that often deterred the masses from investing.

Now the process is much simpler. The onset of easy-to-use investment apps has increased access to market information and rock-bottom interest rates during the pandemic have invoked a changing investor sentiment.

Now, the term ‘investor’ is no longer exclusive to a handful of elites on Wall Street – instead, all you need is access to a phone, an app and you’re ready to go.

So, now the power of investing is in the hands of many, and not just large hedge funds and private equity firms – but how and why did it actually happen?

Let’s break it down.

Not too long ago, GameStop’s (GME) stock value was dwindling. They had become a target of short-sellers, which are essentially investors who borrow other people’s stock and sell that stock immediately in order to buy it back later at a profit. In brief, they were betting against GME stock and by short-selling they were accelerating and profiting off GME’s falling stock price. They did so largely because they believed consumer patterns were changing as digital downloads of video games and movies were beginning to eclipse hard copy sales.

One Reddit forum, r/wallstreetbets, blamed these short-sellers for GameStop’s demise. In response, Reddit’s users expressed a vigilante-style desire to stick it to the investors who were shorting these stocks. They did this by creating what’s called a ‘short-squeeze’ – a phrase that has dominated recent headlines.

Put simply, a short squeeze occurs when a stock price or asset sharply rises, resulting in an erosion of short-sellers’ profits. If prices continue to rise then their profits will lead to losses, meaning they have to sell and are ‘squeezed’ out of their positions.

Melvin Capital was one hedge fund that found itself in the crosshairs of the Reddit mob’s short squeeze. Aggressive pleas to drive GME’s shares ‘to the moon’ resulted in Melvin sustaining a 53% loss – bringing to reality an unlikely tale of retail investors rising up against hard-nosed hedge funds.

It should be remembered, however, that just because investment apps have hailed themselves as ‘democratisers of finance’ doesn’t mean it’s a good thing for your pocket. In fact, Reddit investors lost upwards of $10 billion as GME stocks plummeted.

Moral of the story? Make sure that when you start investing you know about the risks before jumping in.

What does GameStop’s episode mean for PR? Ted Harvey, Account Manager in the Capital Markets team, explores this topic further.

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How to pitch to tech journalists in 2021


By Ruby Taylor, technology PR Junior Account Executive

The extraordinary events of the past year have seen us all adapt the way we work and communicate. New habits have been formed, consumer behaviour has changed and the media landscape has been reimagined. One thing we do know for certain is that media relations remain to be a valuable part of a technology PR strategy.

Whether you’re a tech startup ready to launch a ground-breaking product or have just secured funding for a govtech project, earned media provides an opportunity to not only be seen, but engaged with, in loud and competitive markets.

At Aspectus, we’ve used our expertise to carefully consider how to pitch journalists and cut through the noise in 2021.

Pitch with precision

Having a targeted approach is vital to ensure that a pitch isn’t tone deaf.

Journalists have time constraints and receive hundreds of emails a day. Knowing how to pitch a story to a journalist which grabs their attention requires research.

While it is easy to fire out emails to all contacts on a media list, statistics show that quality not quantity is key in securing coverage. In 2020, a State of Journalism Muck Rack survey reported that a journalist’s primary reason for rejecting a pitch is a lack of customisation.

Understanding your audience is vital. Be driven by the journalist’s own agenda while still considering the current news cycle, new behaviours and motivations of your target market. 2021 has seen a shift in consumerism from profit to purpose, which needs to be reflected in your pitch.

Ensure the journalist has the resources they need to run the story too. Include a strong subject line, interesting angle, contact details and imagery to enrich the story. Leaving them wanting more detail can be catastrophic for your pitch.

And while you may want to shoot for the stars with a feature on the headline news, don’t forget the power of smaller publications. Often, they have a more targeted following which can have a greater impact on your audience.

By refining your focus with a precise pitch in 2021’s media landscape, you can generate more opportunities for coverage.

Build a relationship

Nurturing positive and communicative relationships with journalists is hugely beneficial to both sides of the story.

Try putting yourself in the journalist’s shoes. They now find themselves working from home, their dependable sources of content such as events have been cancelled and many publications have reduced their capacities.

As the #BeKind movement reminded us in 2020, kindness costs nothing. Want to know a key element in successfully knowing how to pitch to journalists? It’s simple, be friendly.

Engaging with tech journalists outside of your pitch and sharing their work builds trust and quality relationships.

For instance, have they just written a compelling story about a new edtech product or does your business fill a gap in the market that they have previously mentioned? Let them know.

This will make you a welcome name in their inbox and ultimately more likely to secure coverage for your business.

Make your story sing

Image of microphone on magazine.

The power of storytelling has transcended generations, societies and pandemics. Knowing how to pitch to a journalist requires thinking about what makes a great story. It has to interest, surprise and engage the reader.

Now, more than ever, people want to hear about issues they can relate to and talk about over Zoom and Facetime. And giving your story a sense of escapism will ensure your pitch is listened to.

Gone are the days of clickbait on the commute. Find the positives in your story, uplift your audience and shine a beacon of light onto 2021.

Keen to secure coverage and drive results for your business? Get in touch today.

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#20from2020: reflecting on the highlights of the year


By Lera Kolomietc, Junior Account Executive

In the first company update of the year, our CEO Alastair Turner discussed the benefits of reflection and its importance to strategically growing our business. The idea? When the going gets tough, reflecting on the accomplishments of the past can help the tough get going.

Inspired by this, the Aspectus Energy team looked back on a challenging year and realised that we didn’t just survive the turbulence of 2020 – we thrived.

There were lots of strands to this achievement. So, from strong pieces of coverage to remote new joiners – what does success look like for Aspectus Energy?

Coverage stars

First and foremost, by taking us out of the office and away from the pleasure of our colleagues’ company, COVID-19 left us in solitude with our craft. We took joy from every piece of coverage we could get our hands on. And of course, we had our favourites!

For instance, Tamsin landed an article in the Guardian supporting clients’ endeavours to champion women in STEM. Workplace diversity is crucial to the energy sector and it’s really rewarding to facilitate much-needed dialogue on the subject.

 

Is there anything we couldn’t do?

But, while securing coverage is at the heart of PR, there is so much more we offer as a business to our clients. From refreshing clients’ brand strategy, creating the world’s biggest and best annual energy industry workforce trends report, the Global Energy Talent Index (GETI), to launching Acoustic Data’s remote operating model for downhole monitoring – the team proved that working from home is no barrier to achieving great results.

Home sweet home

Perhaps most exciting, we grew as a business introducing four new team members. As fresh-out-of-university account executives, three of us (Olivia, Shannon and myself), started our careers from our own homes.

Overwhelming? Yes, but easier than anticipated, we feel lucky to have been so well supported by the team in making that transition. Our new account director and industrials lead, Astrid, talked on how ‘to be made to feel at home’ is often harder than working from one.

Last but not least, let us introduce you to Astrid, our latest addition to the team and new Account Director and #industrials lead!

Astrid shares her experience of joining Aspectus and meeting her colleagues for the first time over Teams. #20from2020 pic.twitter.com/qdqhjavBnZ

— Energy Communications (@Energy_Aspectus) January 22, 2021

Getting to know you

But that feeling of support didn’t stop once we’d bedded in. With our intimate home lives invading work video calls, we built an even deeper sense of camaraderie. As our head of Energy, Laura says, “We learned more about each other than ever before!”.

The process of reflecting proved extremely rewarding, bringing the team closer in celebrating each other’s highlights of the year. One might say actions speak louder than words – well then 2020 was one of the loudest years in the Aspectus Energy team’s history.

Check out some more of our reflections on Twitter, using the #20from2020 hashtag.

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Social media for tech companies: What to share and when


By Emily Greenwood, Guest Author

Standing out in a crowded market is one thing, but doing it through the power of social media is another.

Social media is increasingly at the forefront of many people’s lives. It is evolving at an ever-faster pace, shifting how people connect and interact with each other.

Knowing what to post and when, is the key for tech companies executing social media marketing, and this all starts with a plan. Questions such as; who is your target audience? What type of content do they want to engage with? What is your goal; increase reach, generate more leads or traffic? Which social platforms do your audience use? – help to decide on your goals to be successful and why.

What should technology companies share on social?

Creating the right content is vital. High quality content presented in multi-media formats grabs attention. Niche and bold content creates an impact. From discussing new prevalent topics in a blog post, showcasing product releases, new partnerships, surveys and polls to encourage feedback, live streams or interviews with notable people within the tech industry to discussing key industry trends, these should display your business fundamentals and display what your core audience want to see..

There are four key components to a social media post:

  1. Grabbing the attention of the audience
  2. Igniting an interest in what you’re discussing
  3. Causing a desire to learn more
  4. Triggering a reaction through a like, a share or a comment.

Creative and original content stems from the identity of the company. You have to define yourself on social media by creating an online personality that stands out. How are you going to make a ‘splash’? Branching out across major social platforms with a cohesive campaign, is the way to harness that power. Engaging with others is all about having real time conversations (which is as much as you can do in a pandemic). Compelling social media helps to ignite conversations and prompt interesting discussion off a post that you have created.

When to post on social media?

Understanding how and where your current and prospective clients spend their time on social media is crucial. Using key performance indicators (KPIs) such as:  how often people engage with your company profiles,  the engagement rate on your posts and the overall impact on your consumers, help you learn about your target audience. Most industries recommend three posts a day: mid-morning, mid-afternoon and evening. This seeks to ensure that your posts are seen across social media, and a higher chance of turning followers into prospects. Within the posts you need to create a solid structure, from the layout of the post right down to the hashtags. Hashtags allow businesses to add meta-information across social media, allowing you to relate to current trends and keywords associated with your business.

Good analytics are crucial in tying together what and when to post. There are a range of ways that this can be done but, ultimately, it all boils down to having a clear plan in place underpinned by your goals and social media objectives.

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Why capital markets startups should channel a bit of GameStop in their PR


By Ted Harvey, Account Manager.

Every year throws up a handful of memorable events that unfold in the financial markets, but one always stands out above the rest. If 2020 was the pandemic triggered rout in markets that occurred in March and 2019 was the collapse of the Woodford investment empire, then 2021 will most likely be GameStop.

While the forces behind the ‘short squeeze’ in the GameStop (and AMC, Nokia, Blackberry, Bed Bath and Beyond) share price are still at play, the fervor that has gripped retail traders and the onlooking public cheering them on has somewhat died down. With the value of GameStop shares and now silver falling, there are signs that the concerted push to increase the value in unloved assets is over (at least for now). Looking back at what unfolded there are communications lessons to be learned from this classic David vs Goliath story.

Amidst the chaos and the volatile share price, representatives from both sides came out to throw their ten cents into the mix. On one side there were the Wall Street institutions, critical of the disruptive effect the retail traders were having on the stability of the market. On the other, there were the r/WallStreetBets inspired traders, taking the fight to those they believe have rigged the financial system in favour of the establishment. It’s certainly arguable that both were right, but one side generally did a far better job of communicating their point of view.

While this story has gone global, the vigilante attitude is currently playing out in the US. This doesn’t mean that the themes in this story are not relevant elsewhere, though. The same countercultural themes exist a bit closer to home in the UK’s financial services/capital markets. Take, for example, startups and fintechs. London is currently a leading hub for this type of company, with many specializing in providing services to firms operating in the financial markets. Upon hearing these words, the image of a young, progressive company utilising a range of new technologies to disrupt the status quo springs to mind. Present in the idea of these companies and the work they do is a countercultural attitude seeking to shake things up.

From a communications standpoint, GameStop highlights the value of understanding and tapping into these countercultural elements in a startup’s PR, especially in the early stages of the process to build a company’s brand. Reaching your audience with your business’s value-add messages is critical for achieving your objectives. But, on the biggest topics of the day, going against the grain in the media can provide you with opportunities to stand out from the rest of the marketplace and have your voice heard.

No one will have paid much attention to the stream of analysts and market commentators on TV or in online publications following party lines and repeating the same criticisms of the mechanics and the intentions that drove the GameStop episode. Given the broadly popular public sentiment mirrored on r/WallStreetBets, the poorly informed criticisms came across as tone deaf.

Refusing to take part in the circus of public opinion on matters such as this is understandable, as is not wanting to be seen as a troublemaker. However, treading the fine line between the two sides and navigating these stories carefully in your PR, bringing together your company’s values with the countercultural themes present in the GameStop phenomenon, is a sure-fire way to generate positive exposure, especially if your business is disruptive by nature.

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The Aspectus Bookshelf: Impact by Sir Ronald Cohen


By Chris Bowman,  Strategy and Content Director at Aspectus Group

When we started pitching the concept of impact investing as an agency, way back when in 2013, it carried a whiff of the vaguely lefty and luvvie and hippyish. Journalists were sceptical, investors were sceptical, the audience was sceptical.

Oh, how things have changed. Now, a book like Impact by Sir Ronald Cohen makes it onto lists of 2020’s top economics books – including that of venerable FT commentator Martin Wolf CBE. Note the titles there – a knighthood for Cohen, a CBE for Wolf – it seems that impact has infiltrated the Establishment™ or, as Cohen argues, “is an idea whose time has come”.

So, what about the book? It’s a solid introduction to the topic of impact investing for newcomers, running through its definition and history with illustrative examples in the early chapters. The telling understandably holds a slightly British skew given the author.

Said author devotes a chapter to the scale and momentum of the impact movement which brought an odd but gratifying sensation of seeing a report referenced that you and your colleagues helped pitch and promote (the GIIN’s 2019 Sizing the Impact Investing Market). The following chapters run through Cohen’s vision for embedding impact in business, philanthropy and government respectively.

In fact, Cohen is clearly an ardent believer in the power of impact, not just in investment but in reshaping the entire global economy head to toe. He envisages every economic decision, whether made by an investor, a government or a regular citizen, will be made with both profit and impact in mind. After all, the book’s subtitle is: “reshaping capitalism to drive real change.”

This is a lofty goal, and Cohen confidently pronounces impact capitalism as the next grand sweep of economic history following on from Rousseau then Smith, Keynes and Friedman. What’s more, he is confident this will be welcomed across both the left and right of the political spectrum.

Is that the case though? It’s in these latter chapters that the book is the most engaging yet arguably less convincing. I can’t imagine the more libertarian end of the right welcoming impact/ethical limitations on their investment choices. Nor do I think the left will be content to leave the so much of the cash and decision-making power in the hands of the wealthy (i.e. where the investment capital is) rather than through redistributive taxation a la Rutger Bregman. Welcomed by the centre perhaps, but if the phenomena of Trump, Bolsanaro et al. has taught us anything in recent years, it’s that the centre may not hold.

Ultimately this is my bugbear with the book. I am a believer in impact investment, and at Aspectus we’re passionate about our work in the space. It’s undoubtedly a powerful tool, but is it a panacea?

From a comms perspective, the biggest reputational challenge for the sector remains scepticism and credibility. At first, it was doubt about the concept itself, now it is more to do with ‘greenwashing’, ‘impact washing’ and questionable sincerity. I worry about the effect that big claims such as these might have with the sober-minded economic and financial audience that impact investing must still win over. Will it stretch their ambition, or their credulity?

Cohen’s vision is a world where we “overthrow the dictatorship of profit,” and he is adamant that we “cannot solve our social and environmental challenges by merely tinkering with our existing system”. Yet ultimately, isn’t that what impact capitalism is? This isn’t a revolution, it’s an evolution – a modification of the existing capitalist system to ensure its survival over radical alternatives. Profit isn’t overthrown, just joined at the top-table and tempered by basic concern for people and the environment (which in turn means more profit down the line).

This book convincingly argues the position that impact investing is an incredibly powerful tool for change; even a vital one. But in my opinion, grander claims than that (at this stage) risk denting the hard-won credibility the sector has built over the last few years.

That’s a comms issue: a balance needs to be struck between aspiration and validation. Tilt the scales too far in either direction and you risk stunting momentum or authority. Really, it boils down to skilled storytelling.

I, along with my colleagues, take pride in having contributed to telling that story in the past, and look forward to helping visionary investors add their voices to subsequent chapters. If you’re looking to work with an agency with a heritage, passion and critical eye for impact, why not get in touch?

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Aspectus appoints Edelman alumni Astrid Dickinson to lead expansion into industrials

Agency eyes diversification with double-digit growth set to continue

Aspectus has announced the expansion of its B2B offering with a dedicated industrials arm. The news follows the appointment of Edelman alumni Astrid Dickinson, who will lead the charge in growing the business’ industrials portfolio in areas including agriculture, manufacturing, and chemicals.

The move will see the agency build upon a decade’s worth of experience representing a broad spectrum of brands within the energy and engineering sectors, including construction, infrastructure and manufacturing.

Astrid will be responsible for establishing a dedicated industrials practice, with a focus on translating highly technical subject matter into memorable, results-driven campaigns. With more than seven years in industry, including positions at Weber Shandwick and Edelman, Astrid’s experience spans a wide variety of industrials sectors. Most recently, she played a lead role on the Shell downstream account, overseeing the delivery of award-winning content marketing campaigns.

Commenting on the announcement, Astrid Dickinson, Industrials Lead at Aspectus, says:

“This is an incredibly exciting time for industrials. Productivity remains in acute focus, but increasingly, sustainability, technology and regulatory dynamics are adding new layers of complexity for brands to navigate. Ultimately, the levers that dictate business success are evolving – and with change, comes opportunity.

“At Aspectus, we’re experts at making the complex simple – our work sharpens strategies, engages audiences, and most importantly, delivers measurable business outcomes.”

From brand, insights and strategy, to content, media and digital marketing, Aspectus delivers fully integrated campaigns, underpinned by considered creativity, that builds brands, increases sales, attracts investment and supports business growth.

Laura Iley, Managing Director and Global Head of Energy and Industrials, comments:

“Industrials has long been an area earmarked for growth, and our current client portfolio reflects that. Energy and industrials go hand-in-hand, and with many brands facing both challenges and opportunities around decarbonization and digitization, it was a natural next step.

“Our unique commercial approach, where clients pay for results not time, has been adding financial value to industrials brands for a number of years. But to make the deliberate and considered shift required the right people to make that happen. With Astrid’s specialist sector knowledge and more appointments on the horizon, we believe now is the perfect time.”

Following a record year in 2020, the energy and industrials team has gone through a period of rapid expansion, adding six new sector specialists to the practice in the last six months. The agency operates globally from its offices in London, New York, Aberdeen, Lucerne and Singapore, supported by its European affiliate network, the Aspectus Cloud.

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Why scale-ups shouldn’t aim for national media coverage


By Sofie Skouras, deputy head of technology PR practice at Aspectus

This piece was originally appeared in Sifted

“Our main goal is to be in The Sunday Times”

“I don’t care about tier two and three publications”

“We want to be in TechCrunch”

For many clients, that is what PR success looks like. They should think again.

It’s true, these titles have strong journalists, a large audience, hard-hitting stories, and plenty of influence; it’s no wonder founders want to see their businesses profiled in them. For me too, there’s nothing quite like landing a national piece of coverage for a client – that feeling never gets old, no matter how many times you’ve done it.

But often it’s the far less sexy trade titles which can have the biggest impact on a business, which in the end is what really matters.

The power of trade publications

Don’t be a media snob: It’s short-sighted to purely focus on national coverage, disregarding anything else. Here’s why:

Reason one: more targeted, more leads

Some entrepreneurs forget the value that many trade publications offer.

There are many publications which specifically target a profession, vertical or group. For instance, Information Age (targeting CIOs, CTOS and IT teams), HR Magazine (targeting HR Directors, HR Managers and Recruiters) or Infosecurity Magazine (targeting CISOs and security professionals).

These titles are particularly useful for a company that is selling to other businesses or a specific profession.

For instance, lots of certified professional groups also publish publications which go out to all members, such as HR organisation CIPD’s People Management; ICAEW Chartered Accountants’ magazine, Economia; and the Members of the Institution of Mechanical Engineers’ Professional Engineering.

I’ve got lots of examples of trade coverage leading to big wins. For instance, a client in the telecoms space had a byline in a construction title that resulted in a multi-million-pound deal. Or a report we launched for a client in the HR technology space, which got national and trade coverage – but it was one HR trade title, in particular, which resulted in 70% of leads, not the nationals.

Another client in the energy space had a bylined article in a utility publication, which resulted in an inbound lead from a major water utility (that probably would have been close to an 8-figure deal).

Reason two: build credibility for the long term

As many marketers and entrepreneurs know, building brand credibility with your audience and media takes time and effort, especially if you’re a new entrant in the market or haven’t invested in marketing previously.

This means unless you’re offering something genuinely ground-breaking – like the first flying car – it’s unlikely a top-tier journalist will know who you are and therefore might not be interested in speaking to you. However, trade titles are a great place in building your credibility (and Google ranking).

Indeed, research by Condé Nast and Tapestry reveals 79% of consumers make brand decisions pre-search – highlighting the importance of brand storytelling over a long period. As Kevin Thompson, joint managing director at Tapestry stated: “It’s imperative that marketers don’t forget the most important part of advertising, telling and supporting the brand story right at the start of the journey – or before the journey even begins.”

Reason three: more opportunities

Getting a national journalist or top tier publication interested in covering your company will take time, as opportunities are few and hard to come by (depending on what sector you operate in). However, a trade journalist who covers your specific niche could be very interested in hearing about your company and issues you’re solving, on an ongoing basis.

By broadening your focus beyond just top tier, you’re also opening up more opportunities for bylined articles, case study stories, podcast interviews and more.

My advice

Entrepreneurs should begin with understanding who your audience is (age, sex, location, what keeps them up at night and what they are interested in) and where your audience is browsing (whether that’s Instagram, medical journals, comparison sites, trade publications or Sky News).

Instead of thinking about where you want to appear, think of your audience. Then create a media plan from there, researching what sort of stories the outlet be interested in or what sort of content you need to create.

Want to find out how PR and marketing can drive tangible business results for your business? Book in an informal chat with me here.

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