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Reflections from PRWeek’s PR360 Event

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The Grand Hotel Brighton PR360

The last time I was in Brighton was a couple of years ago, my bride-to-be sash adorning me as I made the familiar walk to the seafront to celebrate my upcoming nuptials. Although yesterday’s visit also involved the early commuter train, this time – thankfully – it was for a different reason: PRWeek’s flagship PR360 event.

What’s Disrupting PR Today

Danny Rogers, Editor-in-Chief at PRWeek, opened the event by highlighting three key forces shaping the role of PR in businesses today:

– Economic pressures and the squeezed consumer -Times are tough.
– Geopolitics, culture, and the rise of the far right across Europe – A shifting landscape.
Technology’s unstoppable momentum – AI continues to expand, while data security and cyberattacks dominate headlines.

Danny Rogers, Editor-in-Chief at PRWeek's PR360
Creativity in Action

A recurring theme throughout the day was how PR professionals can identify opportunities within businesses before anyone else, then use creativity to address those challenges head-on. Luke Stallard, Head of Corporate Communications at Virgin Media O2, exemplified this with his brilliant showcase of AI Granny Daisy, designed to waste scammers’ time and keep them away from real people. His advice? Dust off the “too difficult” box and see how AI can help tackle longstanding issues. Rather than waiting for the business to set the agenda, the team took the initiative, delivering one of their most impactful campaigns.

Lessons in B2B Storytelling

This approach of addressing business challenges with PR solutions was also present in the What Does Creativity Look Like in B2B Comms? panel. Melanie Diamond, PR and Campaigns Director at Sodexo, walked us through their impressive Starting Fresh initiative, a scheme designed to help former inmates reintegrate into the workforce post-release. She also made an excellent point about video content – when trying to attract viewers, brands aren’t just competing with direct competitors but also with major players like Burger King, who produce compelling visual content.

There were familiar faces in attendance, including Jane Hamilton, Grayling Media’s board member and Editor at News UK. She raised some interesting points about AI as a search tool and how its effectiveness depends on high-quality media sources.

Jane Hamilton, Grayling Media’s board member and Editor at News UK.
Rethinking the Pitch Process

Finally, discussions around pitches, chemistry, and measurement grabbed my attention. The idea of limiting pitch decks to five slides – or even three – was intriguing. As someone with dyslexia, where processing information is a key factor, I wondered if I’d be able to keep up with that. It reinforced the importance of understanding clients during the pitch process – if the brief doesn’t specify preferences, it’s crucial to discuss what format works best for them. Claire Blackshaw, Head of Global PR and Communication at Corinthia Hotels, noted that the effort she puts into the process directly correlates with the value she and the business gain from it.

Gut vs. Goals: Measuring PR in 2025

Lastly, measurement. It’s becoming a greater priority in PR briefs, but opinions in the room were divided. Some argued that they instinctively know if their agency is delivering results without relying on KPIs, while others insisted that clear KPIs are essential for maintaining internal buy-in for PR and communications.

Overall, it was a fantastic day, packed with insights and plenty to reflect on. Huge thanks to the PRWeek team for organising such a valuable event. Now, the real question is: would a bride-to-be sash have been acceptable within the smart-casual dress code? Guess I’ll find out next year…

 

Sasha Colvile is a Senior Business Development Manager at Grayling UK.

Saxo Bank współpracuje z Grayling

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Saxo Bank, wiodący duński specjalista w zakresie handlu i inwestycji online, powierzył Grayling Poland prowadzenie działań komunikacyjnych i zarządzanie wizerunkiem firmy w Polsce.

W ramach współpracy zespół Grayling odpowiada za relacje z mediami i pozycjonuje ekspertów Saxo na polskim rynku. Celem tych działań jest budowanie reputacji Saxo Banku jako zaufanej i nowatorskiej platformy inwestycyjnej, jak również wzmocnienie pozycji firmy w tej części Europy. Po stronie agencji strategiczny nadzór nad zespołem sprawuje Izabela Wójtowicz, Account Director, a za współpracę z Grayling Poland po stronie klienta odpowiada Søren Otto Simonsen, Head of PR w Saxo.

Saxo Bank to jeden z klientów Grayling działający na styku technologii i finansów. Mamy więc okazję wykorzystać wieloletnie doświadczenie naszych konsultantów i wesprzeć firmę w budowaniu spójnej narracji, która wzbudzi zainteresowanie, a także przybliży polskim inwestorom złożony świat globalnych finansów. Polacy są obecnie szczególnie zainteresowani tematem dywersyfikacji geograficznej swoich inwestycji, więc to ciekawy moment na współpracę z taką organizacją – mówi Klara Banaszewska, dyrektor generalna Grayling Poland.

Polska jest jednym z kluczowych rynków Saxo Banku w Europie Środkowo-Wschodniej. Rosnąca liczba klientów Saxo na lokalnym rynku pokazuje, że Polacy są coraz bardziej zainteresowani inwestowaniem. Dawanie im takiej możliwości to główny cel Saxo, zgodny z filozofią firmy, którą jest zachęcanie ludzi ciekawych świata do inwestowania.

Cieszymy się, że możemy działać wspólnie z Grayling, aby wzmocnić naszą obecność w Polsce i liczymy na owocną współpracę – mówi Søren Otto Simonsen, Head of PR w Saxo.

Saxo to internetowy specjalista ds. handlu i inwestycji z duńską licencją bankową, który umożliwia inwestowanie na międzynarodowych rynkach kapitałowych, wspierając dywersyfikację portfela i bezpieczeństwo środków. Klienci Saxo mają dostęp do ponad 70 000 instrumentów inwestycyjnych i niskich prowizji, pomocy w języku polskim, a także mogą korzystać z rozliczeń PIT. Możliwość inwestowania za pośrednictwem licencjonowanego banku jest kluczowym aspektem oferty dla ponad 1,2 miliona klientów na całym świecie.

5 things defining successful communication in 2021

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There’s no doubt 2020 was a remarkable year – in the literal sense rather than the positive. Individuals, businesses, brands, governments and society have been tested like never before, and it is clear that the upheaval we saw early in the year is set to continue well into 2021.

It’s a cliché to say that crisis and opportunity go hand-in-hand – but it’s also true that the changes that we are seeing in the worlds of business, politics and social affairs will cause significant changes in communications, and how companies in all areas of operation relate to customers, stakeholders and the wider world around them. Grayling has kept a close eye on the market since the pandemic began, and below, our NY team has outlined five trends which will continue to impact communications over the coming months.

1. Emotions are at an all time high.

It has been a long 11 months and it is not going to get any easier anytime soon. 2020 has been the greatest emotional rollercoaster of modern times. Americans in particular have been hit with a lot of difficult stressors with no significant break for reflection.

For brands and businesses, knowing how to adapt and accommodate the shifting emotions of staff, stakeholders and customers is increasingly critical. All brands, whether B2B or B2C, can and should consider the emotional climate in which they operate when conceiving their communications campaigns.

How can/should businesses address the emotional toll that COVID-19 is taking on all of us? Act, don’t talk. Brands and businesses have now had months to assess what COVID is doing to their customers, staff, suppliers, etc. If you are not taking steps to help some or all of your stakeholders, you’re missing a huge chance to build your brand and grow customer affinity/loyalty.

2. As distractions wane, opportunities grow.

People want to be entertained. With TV schedules looking bare, live entertainment off-limits for the foreseeable future, theaters still looking like an uncertain proposition and Hollywood’s production line having slowed considerably, people are in need of entertainment and distraction now more than ever before. Through partnerships and smart use of professional creators, and with the right strategic platform, anyone can make effective inroads into content – the demand is there.

For example, “co-watching” has provided a safe way for people to get together for “live” events during the quarantine. Recently, a virtual concert by Travis Scott in partnership with videogame Fortnite drew more than 12 million fans.

Like gaming, livestreaming has moved into the mainstream as we all become more used to spending time onscreen. Streams have moved away from just the traditional verticals and YouTube stars – streaming is not just about videogames and makeup influencers and underwhelming dance trends on TikTok – it’s also about people sharing honest elements of their lives and expertise. Whether your business or brand wants to jump into this directly, or whether it makes more sense to explore partnerships or sponsorship opportunities with established streamers, it’s a huge opportunity to reach new audiences with authenticity and immediacy.

3. Know your audience

We saw in wave one that COVID affects different communities, and different people, in drastically different ways. A one-size-fits-all approach to your communications in wave two simply won’t work; with differential lockdowns likely to continue across countries at varying times, different sectors/geographies suffering in markedly different ways, and different generations having wildly divergent experiences of this ‘new normal’, specific, tailored communications are essential.

4. Spotting the opportunity

A lot has been written (rightly) about the negative impact of COVID on business and the difficulties that are being faced – but there are also developing opportunities. Close alignment with consumer trends and policymaker’s thinking can result in stability and even success for businesses with a forward-thinking mindset.

While there’s an undeniable strain placed on bricks and mortar retailers, it’s also true that the pandemic has seen some business and areas of the sector get a new lease of life. From the creation of new sales experiences (from a consumer point of view), to helping use local spaces as an extension of CSR, to the creation of omnichannel opportunities which enable distancing needs through options like curbside pickup, there is also a real opportunity for previously faceless brands to start to build brand presence and affinity via the adoption of new tech-driven spaces. This is an opportunity for brands and businesses to not only grow through an innovative approach to different mediums, but to bank some goodwill at the same time.

5. Uncertainty = opportunity

We are faced with more uncertainty than ever before, and although this brings challenges, it also creates opportunities. Brands and businesses best-equipped to be agile will be best placed to benefit. As we accept uncertainty, people are embracing a more last minute mindset, where purchase decisions are made quickly to exploit a window of opportunity. According to Skyscanner, most vacationers are searching for flights that depart that same week and airlines are offering travel rewards and flexibility in booking like never before. By catering to this last minute mindset you can make sure you are top of mind when consumers are looking to make quick purchase decisions, or to take advantage of the latest shift in policy as it hits the headlines.

As you continue to plan for 2021, ask yourself: what did the pandemic do to your brand? The best communications solutions are always rooted in the challenge itself. We hope that the above trends serve not only as interesting food for thought, but also act as inspiration as to how you might use the new landscape in which we find ourselves to your advantage.

Get in touch with Lucia Domville from our NY office for more details.