NUJ Press & PR


NUJ PR & Communications branch
c/o NUJ HQ 72 Acton Street, London, WC1X 8NB.
0207843 3700.

PR & Communications Branch Organiser: Fiona Swarbrick 0208 843 3729

Chair: John Millington

Vice-Chairs: Monica Foot and Mick Holder (job share) 0208 223 0712

Branch Secretary: Mark Whitehead 07906720141

Branch Treasurer: Carmel McHenry

Assistant Secretary: Sian Jones 07793314249

Newsletter Editor: Lisa Browne

Membership and Recruitment/Retention Officer: Mark Whitehead

Branch Equality Officer: Carmel McHenry 0207 226 5501

Welfare Officer and DM Convenor: Debbie Cavaldoro

Sector NEC member: Sian Jones

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Future branch meetings 2016

New Venue until further notice: London Welsh Centre, 157-163 Gray’s Inn Road, London, WC1X 8UE. The building is fully accessible. The nearest tube/station is King's Cross/St Pancras International.

Meetings: Wednesdays 6.30pm 10 May, 14 June and 12 July.

'rewarding Bad Behaviour' - Nearly Half Of Pr Pros Don't Follow Influencer Rules

by Robert Smith, PR Week

Just under half of PR professionals and marketers in the UK are failing to adhere to official guidelines around influencer marketing, a study has found.

However, there has been a significant rise in the number of people saying that they do abide by influencer marketing guidelines set out by the Committees of Advertising Practice (CAP).

The survey of 600 industry professionals shows that 54 per cent of PRs and marketers are following guidelines from the Committees of Advertising Practice (CAP) Code - compared with just 37 per cent when the same question was asked last year.

The survey was commissioned by Takumi, an app that connects brands and influencers. Takumi co-founder Mats Stigzelius said PRs, marketers and brands were becoming "more and more savvy" when working with influencers and content creators.

Stigzelius said: "Whereas before there was a certain amount of confusion with regards to the guidelines, the research has shown that there is a greater awareness on how to get the most out of influencer marketing and what the guidelines are."

The guidelines, enforced by the Advertising Standards Authority (ASA), suggest when and why content should be signposted as advertising. This is typically done by adding hashtags such as #sp #ad #spon to posts on social media. The ASA has intervened in a number of cases where such disclosures were not made.

Stigzelius said: "If influencers notice that they no longer receive campaign opportunities because they are not signposting their sponsored posts properly, they will quickly follow suit. Likewise, if brands continue to work with influencers who do not follow the guidelines, they are in effect rewarding bad behaviour. So brands have a lot of power to change how influencers behave."
Not made to measure

According to the survey, 65 per cent of marcoms professionals work with influencers as part of their PR and marketing strategies.

Of the 35 per cent who do not, 33 per cent said this was because it was difficult to "effectively measure" the results of influencer marketing, while 17 per cent said their clients did not see the benefit of using influencers, the survey shows.

The survey also shows 75 per cent of comms pros agree that full transparency is essential when working with influencers and signposting sponsored content.

Stigzelius told PRWeek the marketers who "do not believe in transparency" have that view because they do not fully appreciate what the guidelines are.

"And perhaps they also worry that correct signposting of paid posts diminishes the engagement of those posts - so again, educating them that this is not the case would alleviate any fears they may have and make them more likely to adopt the correct signposting," Stigzelius added.

Item uploaded: Tuesday, May 23 2017
Last modified: Tuesday, May 23, 2017

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