The media landscape has been changing for many years. COVID, however, has acted as a catalyst of this change – just as it has done for countless other sectors and industries. From 2019 to 2021, print subscription circulations fell by 7%, and single-sale copies by 11%. Put simply: when it comes to building reputations, shrinking media pools are becoming a bigger problem.

This places pressure on PR professionals  and journalists alike. On the journalist side of the aisle, they are thinly spread – often juggling multiple beats at once and increasingly being judged against engagement and click-through metrics. Adding to this, they’re completely inundated with emails and pitches.

On the PR agency side, the shrinking media pool has an obvious effect – it’s harder to secure the coverage our clients want. It’s harder to get in front of the right people, harder to build relationships, and harder to have our pitches seen and phone calls answered.

Without wishing to state the obvious, a change in landscape requires a change in approach. Of course, a big part of the solution is for PRs – and our clients – to be more creative and thoughtful in how we approach media. Having our finger on the pulse of changing markets and cultural moments, and tying our clients’ messaging into these in an authentic, interesting and valuable way for journalists, is crucial. Being more selective is also important – not every press release is relevant  to send to nationals (or anyone, sometimes!), and it’s important for PRs to be honest with our clients about this.

But there are numerous other ways to shape an organisation’s reputation, aside from media relations. Here’s just a few ways:

  1. Website content: This encapsulates a lot – resources such as blogs, customer case studies and testimonials, and the quality of the copy across a company’s site. Websites should showcase a brand and its purpose, as well as be a source of information – both for the service/product being offered and the wider market the organisation operates within.
  2. SEO: Tying into the above point, nailing search engine optimisation (SEO) is crucial. It’s all well and good having strong, informative content on a website, but if it’s never actually seen its value is somewhat lost. Perfecting an SEO strategy to give a company’s website the right exposure completes the formula.
  3. Social media: It’s near impossible to have a strong brand reputation in today’s world without some form of social media presence. Cultivating this presence through a strategy that involves consistent, on-message posting is key. Social media offers a way to showcase almost everything about a company – from its offering and resources, to its purpose, company culture and even job openings.
  4. Internal communications: A company can be offering the best service ever, but if it has eye-wateringly high employee turnover, low workplace satisfaction, and poor reviews on Glassdoor, its reputation is going to be impacted. Working on effective communication with employees with the goal of improving workplace happiness and culture, is at the heart of internal comms.

For us PRs, making clients aware of the many ways of building reputations, and ensuring that we ourselves are experts in these, is a non-negotiable. PRs, and the organisations they work with, need to begin thinking broader and deeper than media relations. Every company should now be thinking about the range of possibilities for PR, rather than gazing through the single lens of media coverage. Shaping a reputation that will carry a company forward is much more than a media profile alone.

Whilst June flew by in a flash of bunting, cakes and picnics in the park, it didn’t fall short on delivering yet more weird and wonderful tech news stories for us to sink our teeth into. Here are a few of my personal favourites:

Giving tech the human touch

Having children sound like too much responsibility? According to Catriona Campbell, babies that exist in the metaverse will be indistinct from those in the real world in 50 years’ time. Parents will be able to subscribe to a digital child that resembles them physically but exists entirely in a digital realm. These ‘Tamagotchi babies’ will be able to interact with their parents and have minimal cost and environmental impact. Will make nappy changes less daunting too I imagine!

From turning real life into tech to turning tech into real life, scientists have developed an artificial skin that gives robots the ability to have a sense of touch. This will enable them to ‘feel’ objects, as well as sense specific chemicals such as explosives.

Speeding towards a tech-driven future

If we move into the transport sector, a new fleet of driverless taxis have been given the go-ahead in San Francisco. With top speeds of 30mph you may not get to your destination in record-breaking speed, but this is certainly a huge step towards autonomous vehicles becoming the norm.

From cars to planes, NASA is nearing the test flight of its first all-electric aeroplane, which is due to take place next month. Instead of being powered by aviation gasoline, aircrafts would run on lithium-ion batteries. If all goes to plan, this could mark the beginning of a greener, cleaner and quieter aviation industry.

Rapid recoveries

Tech is also helping to treat people with life-changing injuries. Rehab centres all over the world are using computer games to aid in the recovery of serious illness. These games are designed to get patients to move instinctively by mimicking real-life scenarios, such as reaching for something in a kitchen cupboard.

This is only the tip of the iceberg when it comes to health tech news this month. A woman who was born with a birth defect became the first person in the world to receive a 3D-printed ear made from her own cells. Moving forward, scientists believe that 3D printing could be used to remedy other conditions involving cartilage for nose or knee injuries as examples.

A final farewell

And to conclude , I think it’s only right that we bid farewell to our dear old friend, Internet Explorer. It’s been a wild ride, and we wish you all the best in your retirement.

Want to hear more?

Save time on trawling the papers by signing up for our daily news roundup of the latest tech news stories.

As revealed in Netflix’s new documentary‘White Hot: The Rise and Fall of Abercrombie and Fitch’today’s company is very different from the brand of the 1990s and early 2000s. For more than a decade, Abercrombie and Fitch have been in the process of rebuilding its reputation; this reveals some interesting lessons that we can take away as PR and comms professionals.

In its heyday, Abercrombie & Fitch (Abercrombie) was worth more than $5 billion and had more than 1000 stores worldwide. During this period, the company was led by Mike Jeffries, who once revealed in that now-famous 2006 interview that the company’s marketing strategy was deliberately exclusionary. He only wanted the ‘attractive’, ‘cool kids’ wearing Abercrombie. If we look a little deeper, we see that this was not merely a surface level PR strategy – you want what you can’t have, right? Instead, racist and exclusionary policies were embedded within the company’s culture. While these policies once appeared to benefit Abercrombie, as attitudes changed, they quickly eroded the company’s reputation, which has had a fundamental impact on the business’s long-term growth.

The question is; what can the demise of Abercrombie teach us about the importance of managing your company’s reputation?

Leadership and reputation

As the company’s figurehead, the CEO will always have a significant impact on the reputation of your company – both positive and negative! The former CEO of Abercrombie, Mike Jeffries, who once led the brand’s revival, would ultimately become its biggest liability. Jeffries was known for his bold ideas and commitment to the brand. However, he was also uncompromising, unorthodox, and did not take criticism well.

While Jeffries has long since left the company, Abercrombie is still working to ameliorate the damage caused by his tenure as CEO. Ultimately, Jeffries should not have been left to manage the company for so long. That being said, the current CEO, Fran Horowitz, has been working hard to ensure that the company is accountable for past mistakes. In a statement to CNN, Horowitz said, “we own and validate that there were exclusionary and inappropriate actions under former leadership,” adding that the company is now “a place of belonging”.

While the company has a long way to go, the importance of leadership accountability is evident here. Suppose a business fails to hold its leader accountable or recognise when it is time for leadership change. In that case, long-term damage will be inflicted upon the company’s reputation.

Company values

As times change, often should a company’s values. Failure to make the necessary changes will eventually impact the reputation of any company. When Jeffries began his tenure as CEO, he built the brand upon racist and discriminatory values. These values quickly began to seep into company culture and policies, hiring practices, and even the designs on the clothes.

In 2003, 8 former employees sued Abercrombie for race and sex discrimination. Without admitting any guilt, the company settled and was required to pay $40 million and sign a decree to change its practices and promote diversity.

For a while, the company continued to get away with its discriminatory practices. However, these days consumers value and expect brands to promote diversity and inclusion. Abercrombie failed to move with the times, which meant that as attitudes changed, the brand became toxic, and their failure to own up to past mistakes came back to haunt them. Companies should continually audit their values and policies to ensure that they are promoting diversity and inclusion and that they are not breaking the law, for that matter!

So, what can we learn from this as communications professionals?

The demise of Abercrombie from a multi-billion dollar brand to a disgraced clothing company can teach us a few things about managing your company’s reputation:

  • The CEO embodies a company’s reputation: the CEO of any company embodies its reputation. Organisations should be willing to let go of a CEO if their actions or personal life begin to distract from the mission of the company – failure to do so can cause irreversible damage 
  • Accountability: organisations that hold themselves accountable for past mistakes will be able to distance themselves from previous damage and begin rebuilding their reputation
  • Values: organisations should constantly review their values, culture and policies to ensure that they reflect the mission of the company. Out of date practices should be scrapped and replaced with policies that promote diversity and inclusion. 

May has been a month of innovation and continued regulatory shifts in the tech sector. It can be difficult to keep up with the endless waves of change (Elon Musk’s continual indecision over purchasing Twitter spring to mind for anyone?), but the Firefly team always havs our finger on the pulse. Here’s our lowdown on what you might have missed.

Artificial intelligence reaches new heights

It’s no secret that supply chain issues and the candidate crisis have plagued businesses significantly recently. But what if AI innovation could offer the solution?

A growing number of startups are applying AI technology alongside established logistics firms to help businesses ease supply concerns.  In the recruitment arena, AI is becoming an increasingly effective tool for hiring strong candidates. Google has even gone as far to develop almost human-level intelligence. Increasing efficiencies is always beneficial; we will certainly be tracking these developments closely.

Dialling back the power of big tech

As the power of AI innovation grows, so do the legal restrictions within the technology sector. The UK Government is set to introduce new competition rules for large tech companies, paving the way for innovation among smaller businesses.

When it comes to user safety, the discussion on the Online Safety Bill continues. Campaigners argue the current provisions do not sufficiently address violence against women and girls, showing that greater protections are needed. We’re also seeing a crackdown on Big Tech’s data collection, with the global central bank calling for individuals to be given more control.

These moves highlight greater oversight is needed over the sector to ensure that everyone can engage with technology safely and freely.

As virtual reality thrives, cryptocurrencies take a nosedive

June has been a less than ideal month for the crypto world, as several stablecoins crashed in a historic market collapse. Though, if anyone fancies a trip to Gucci’s US-based stores, rest assured you can use bitcoin to complete your purchase there, so it’s not all doom and gloom.

Finally, let’s not forget about the ever-expanding possibilities of VR innovation. Everyone’s favourite music streaming service is now on board, and even the sunny seaside city of Portsmouth has recently launched a VR centre, so that we can all get our fix whilst on our summer holidays.

Want to hear more?

Save time on trawling the papers by signing up for our daily news roundup of the latest news across technology and communications.

Imagine entering your workplace in a 3D world and heading into a meeting room where you greet your virtual colleagues. It feels like you are together, but in fact, you are at home wearing a VR headset as indeed they are, and perhaps on the other side of the world. We might not be too far off from this scenario.

The increased adoption of VR and augmented reality (AR) are evolving both work and play. In the short space of a few months, AR and VR have become inherently tied to the world of communications. When Facebook underwent a major rebrand and unveiled themselves as Meta last October, widening its reach outside of social media into the virtual reality space, the world took notice. And when Big Tech sets a trend, people follow. Virtual reality has even been touted as the next new way to experience hands-on training and development.

Modern workers are no strangers to communicating remotely. But the substantial impact of these technologies on the comms world will be their power to help us collaborate in ways that were unheard of before, bringing people together who might not otherwise meet, enabling authentic human interactions. From allowing creativity to flourish, to enabling communication (in a virtual space) with people across the globe. Here are my top three ways that VR could enhance your comms efforts:

1. Bolstering Creativity

Your space plays a key role in how creative you are. And for those of us in the comms industry, creativity is our driving force. If you do not feel inspired and comfortable in your surroundings, you will not perform at your best. Virtual spaces have the power to be much more effective than physical spaces in this way – simulating reality and allowing us to work in a virtual world where possibilities are endless.

VR meetings are also a powerful tool. Unlike Zoom calls, VR meetings enable you to see the physical presence of colleagues, making it much more like an in-person meeting. Understanding body language and the dynamics in the room are a valuable tool for gauging the feelings of your colleagues and making decisions accordingly. Plus, we can break free of the traditional office setting – who wouldn’t like to conduct meetings or draft an article, from the beach, or an inspiring historical landmark if that were possible one day?

2. Enabling human connections

As comms professionals, it is crucial to meet our audience where they are. Emotional connections are important, particularly for brands that are seeking to bolster authenticity in their interactions with potential customers. In fact, this is the heart of our business. People need to feel seen and heard in order to engage – and VR has the immense power to help with this, by leveraging technology that enables human connections regardless of location. Authenticity is also important when communicating with customers and clients – it’s crucial that we don’t underestimate the importance of a virtual hug during a time when many have been distanced.

3. Taking collaboration to new heights

How virtual reality could influence our daily lives has been a hot topic , described as the future of work, and for good reason. At the moment, the technology almost seems too good to be true – because it has the power to create a new level of seamless collaboration that was unheard of a few years ago. Brainstorming sessions are more powerful in person, and when physical location is no longer a factor, it is limitless what could be achieved.

VR has the power to make our day-to-day business easier, more productive, and more authentic – which is crucial for organisations to flourish. And while this technology is still developing, it could change everything that we know about human interaction and collaboration in the space of a few short years.

Other than losing an hour in bed, April has had a lot to offer: longer days, better weather, and chocolate moulded in perfectly shaped ovals! It’s also when it really begins to look and feel like summer; as the eternally optimistic people of Britain begin to emerge from their long hibernation in the hopes of experiencing the elusive phenomena known as sunshine. Time for this month’s tech news roundup!

The less optimistic folk have decided to flee the country in search of the sun. However, not every passenger has been successful in their pursuit of Vitamin D. Indeed, the news has been filled with travel horror stories as recovering airlines struggle to deal with chronic staff shortages. Those travelling to outer galaxies seem to have had an easier journey. April saw the first paying civilians blast off to the International Space Station as part of Elon Musk’s private space exploration service, SpaceX.

But, what if I told you that you could escape to another country or indeed a different planet without leaving your home? This could soon be possible, as some of the largest tech companies, including Meta and Epic Games, share more details of their vision of the metaverse.

While the infamous billionaire is primarily known for his adventures into space and the (slow) production of his high-performance electric vehicle, the Tesla, Musk has once again been the centre of attention in the media for his involvement in Twitter. This month it was revealed that he was the majority stakeholder in the social media platform, and is now even trying to buy it. I wonder if it was his idea to introduce a new ‘edit button’? Some of his tweets certainly need it…cough, cough…perhaps his tweet declaring that he wanted to take Tesla, private? Breaking SEC rules, and ultimately costing him his position as chairman of Tesla and millions of dollars in fines.

Twitter has largely managed to avoid controversy this month. However, the same can’t be said for some other social media giants or, indeed, Will Smith – talk about awkward! Facebook has been marred with a string of failures this month, which has included claims of failing to protect younger users, and accusations of spreading misinformation.

Once again, there has been little good news for the climate. Although, there have been some exciting advancements in the electric vehicle market. Honda is set to ramp up its production of electric cars with a $64billion budget and NASA has designed an electric car battery that can be charged in 15 minutes. When it comes to saving the planet, every little bit helps!

Enjoy the monthly weather chat, and of course the Elon Musk commentary? Sign up for our daily Firewire newsletter to get updates on top stories in the world of tech. 

Nowadays, attention span is one of the scarcest commodities we have in modern society. Online life can be addictive and endless, with perpetual anticipation of the next big thing and every brands’ reputation on the line. With this in mind, now is the perfect time to start prioritising and shaping your comms, with authentic and captivating PR strategies. Maintaining your company’s reputation, demonstrating your positive culture, and looking after your own workforce will ensure people are tuned in and listening.  

Attention span is defined as the ‘amount of concentrated time on a task without being distracted’. Scientifically, they call it ‘attention failure’, essentially investigating why cognitively we reach for our phones with such ease and frequency at every point in the day. Attention spans are shrinking, with some reports suggesting that humans are 25% less engaged than they were only a few years ago.  

Researchers in Denmark studied a range of media types; from movie ticket purchasing habits, popular books, Tweets, as well as Wikipedia attention time. What they found was that the hotness of topic, time in the public sphere, and desire for a new topic vary greatly and depend on the media type. As an example, Twitter is currently fixated on the recent Elon Musk board scandal but people will quickly move on to the next thing. Those doing a deep dive on Wikipedia are engaged for far longer.  

How can we overcome this attention span deficit? By moving to briefer, personalised, and authentic comms to engage distracted audiences and create content that is evergreen that won’t be caught up in the trend cycle. Not just with audiences, but with your internal comms too. Using engaging internal comms strategies to hold attention will also ensure this is reflected externally.  

Positivity engages audiences, and shines your reputation  

Positive content is more viral. Authentic and original human stories based on relationships will stand out from the crowd.  

Brandon Stanton, the creator of the viral storytelling account Humans of New York, emphasises when writing his personal profiles that he does not describe people in adjectives, but rather describes actions of their life. After all, actions do speak louder than words. Looking across his portfolio of work on social channels (with 20 million followers), he notably gets right to the point, with little explanation or introduction. Your audience is smart enough to get the gist.  

The journey of a good narrative in comms  

Researchers found that people read information on paper vastly differently than online, as the amount of data to absorb on a singular page in a book is far less than a busy webpage. The slow and linear journey of a book is why it is so pleasing to race towards the end (no spoilers, please!). Your online content should follow suit, and always engage in a complimentary, moving narrative journey.  

It seems obvious, but the simplicity of the beginning, middle and end with challenges addressed by solutions, is just the way our brains like to consume. So, when you’re creating content and communicating with your audiences this year, remember to get back to basics. And don’t check your phone whilst writing it- resist the urge, if you can.  

Interested in more on reputation shaping and online reputations? See here for our resources from making the most of content to measuring your PR efforts.  

It is estimated that there are between 3.2 and 37.8 million social media influencers. That’s millions of individuals relying on their personal brand to gain followers, secure brand deals and increase engagement on their relative platforms. Although many choose to turn their nose up at those who label themselves as ‘influencers’ and ‘content creators’, we can’t deny that those who are doing it right are reaping the rewards.

Logan Paul, for example, started making YouTube videos from the age of 10. His success on YouTube and Vine has since catapulted him into fame and he is now worth $35 million at the age of 26. Not too shabby for a few videos and a strong personal brand, right?

With the age of digitalisation upon us (any one fancy a virtual beer after work?), perhaps companies could learn a thing or two from those that have had such success with their online personal branding. Personal brand upkeep isn’t so dissimilar to maintaining a strong company brand after all; it’s about keeping up with trends, keeping content relevant, and appealing to your target audience.

In fact, if we take a look at some of Forbes’ golden rules for personal branding:

  1. Have a focus
  2. Be genuine
  3. Be consistent

It’s clear that there are many similarities  between those individuals trying to monetise their online presence, and a company seeking to establish a strong online brand. Although technology has revolutionised marketing, companies must be aware of how they sell themselves online and what their messaging is truly saying.

Influencers have always seized the opportunity to glamourise their realities, editing photos and posts to make their lives seem perfect and unattainable. While these posts may be nice to look at, they can actually alienate your following into a sense of ‘me’ and ‘them’. If what you’re posting is entirely unrelatable, you can only really achieve a surface-level connection with your following.

Recently, we have seen an influx of influencers who are doing away with filters and photoshop, and instead portraying an honest representation of their lives, good and bad. These more genuine posts create instead a notion of ‘us’. Followers are able to relate to the posts, inspiring open discussions and driving engagement.

So, what can brands learn from this?

That honesty is the best policy. If a brand is not transparent, customers will be hesitant to take the risk that comes with giving the benefit of the doubt to an unfamiliar company. As much as aesthetic and image hold a great deal of importance, companies shouldn’t rely solely on looks to engage their customers.

As we transition into this digital future, it seems that companies could have a lot to learn from influencers and content creators. Companies and individuals alike must keep their brands focused, genuine and consistent – you need to know who your target audience is and how to appeal to them. So, why not hold a mirror up to your brand and see what it is you’re really saying? And if you’re falling short, it might be worth heading to the wonderful world of influencers for some creative inspiration!

Some say that January feels like the ‘longest’ month of the year – and while that might not technically be true, it certainly went by in a blur. Now that February is done, we’ve had time to get in the swing of things and plan for the year ahead. People are shifting their focus away from the year that was, and thinking – what comes next?  

 The holidays have officially ended, Valentine’s Day has come and gone, and people seem to be looking to escape reality even further – stories about the metaverse, cryptocurrencies and other novel concepts dominated the headlines this month.   

For those worried about robots taking over, this might not have been the best month. February was characterised by developments in the Artificial Intelligence space, with scientists in Japan developing a robot child with the ability to convey six facial expressions. Research also revealed that in many cases, AI-created faces appear more trustworthy than the real deal. Humans are not skilled at distinguishing between human faces and fake ones, making it important for safeguards to prevent the circulation of ‘deepfakes’ online. 

 People can now go on dates in the metaverse, and McDonalds even announced that they plan to open restaurants there by registering trademarks in the virtual space. YouTube also revealed plans for 2022, introducing the idea of verifying NFTs and watching games in the metaverse. Disney appointed an executive to oversee its metaverse strategy, joining other big tech giants as they invest millions in the virtual world. 

There was, however, some worrying news from the metaverse, as experts raised concerns that violence and harassment are rampant, and steps should be taken to ensure that people remain safe when joining the virtual world. As Meta pivoted its strategy to the metaverse, the team hit a snag at the beginning of the month, with reports that they considered shutting down Facebook and Instagram in Europe if unable to process data from European users on US-based servers.  

The cryptoverse sparked conversation, as investors set their sights on ‘’altcoins’’ to power online games and worlds. Bitcoin attempted to reassert its dominance over smaller challengers in the crypto space. Reports indicated that some cryptocurrencies have an enormous carbon footprint and could be damaging to the environment, leading experts to search for eco-friendly methods of engaging in virtual trading.  

 Gaming news took centre stage this month. Reports from 2021 revealed that the UK video game industry is booming, with M&A investment hitting £1.9bn last year. Wordle took the world by storm, and fans were shocked when the game was purchased by the New York Times, potentially putting the ability to play the game for free in jeopardy. After Microsoft’s purchase of industry-leading gaming company Activision Blizzard last month, Microsoft pledged to play fair as it sought public approval on the $68.7bn deal. 

In futuristic health tech news, new technology is being trialled that enables paralysed people to walk again with an implant that mimics the away the spinal cord is activated by the brain. A medical trial being conducted on Australian sheep is also paving the way to help blind people see again through bionic eye technology.  

That’s it for February’s tech news roundup. Sign up for our daily Firewire newsletter to get updates on top stories in the world of tech.  

The end of last year seemed somewhat of a blur with the scramble to finish off campaigns, deliver end of year reports, start prepping for 2022 and not to mention personal planning for the holidays. So, for some, keeping abreast of technology news last month may not have been a priority.

Not to worry though, we have you covered. Here is a roundup of some tech news from the past month.

The battle for online safety privacy continued as Twitter prevented users from sharing pictures and videos of others without their permission, and Twitch rolled out  AI to prevent banned users from rejoining the site. Shortly after this, proposals to make big changes to the UK’s Online Safety Bill were also announced.

The end of the year also announced a number of firsts:

  • A NASA spacecraft ‘touched’ the surface of the sun for the first time in history.
  • The US authorized the use of the Pfizer COVID-19 pill, the first ever oral at-home treatment for the illness.
  • A robotic hand, strong enough to crush cans and dexterous enough to use tweezers, was developed.
  • Apple also became the first company to hit $3 trillion market value, and while it did later slip it was still marked a landmark moment in tech.

There were also challenges for some of the biggest names in tech, with many placed under scrutiny. The Uber business model was challenged by both the UK and EU and, not long after, gig economy workers demanded visibility into how the apps they worked for used algorithms to make decisions.  Apple and Google also faced criticism for holding a smartphone market monopoly by the UK’s Competition and Markets Authority (CMA). Finally, separate outages hit AWS and Google’s calendar app, affecting thousands of customers.

In more positive news, there was lots of evidence that 2021 was a good year for many. The UK’s Digital Economy Council found that a quarter of the UK’s unicorns were created in 2021 alone, spotlighting the year as a time for innovation in the tech sector. And, on the ground, Strava’s data showed that people were 38% more active in 2021 than 2020. It’s good to hear we’ve all been taking care of ourselves! Although, let’s be honest, that may have tailed off during the festive period for some (most) of us…

And that’s it for our January roundup! Want to receive a daily news roundup of the biggest tech stories? Sign up to our Firewire here

Is it time to shape your reputation?

We operate in London, Paris and Munich, and have a network of like-minded partners across the globe.

Get in touch

Sign up to Spark, our newsletter

Receive thought pieces from our leadership team, views on the news, tool of the month and light relief for comms folk

You can unsubscribe at any time, please read our privacy policy for more information