View a full range of our ebooks

View full library


Our Location

The PHA Group
117 Wardour Street,
Hammer House,

0207 0251 350
PHA Digital Studio
Fourth Floor,
47 Dean St,

0207 0251 350
PHA Finance Department
117 Wardour Street,
Hammer House,

0207 0251 350

A public relations (PR) crisis can cause irreparable damage to the reputation of a business. There are many scenarios that can occur, whether you’re a large corporation, individual or multi-national organisation. We specialise in mitigating risk for you and your business and providing an on-demand crisis and reputation support solution that’s discrete, effective and professional. Our insurance policy means that you and your business are prepared for any eventuality and can continue business as usual.

How can we assist you?

  • Advice on how to mitigate negative publicity
  • Preparing, drafting and issuing press releases and handling media enquiries 24/7 on the client’s behalf
  • Guidance documents on how to protect you and your company
  • Expert media training for both broadcast and newspaper interviews to prepare your key spokespeople for interaction with the media

Not sure a public relations insurance policy is for you? Here are just some examples where our team of experts can support you.

Poorly planned marketing

Marketing and PR are essential requirements to help grow your business. Sometimes your marketing efforts can backfire – even if you had the best intentions and never anticipated it becoming an issue. Whether it is a mis-use of terminology, a Freudian slip over social media or simply an image that has been taken out of context.

For example, high-street fashion store H&M came under fire in January, when the company released an advert featuring a young black boy wearing a hoodie that featured the phrase, “Coolest Monkey in the Jungle.” The media covered the issue extensively and quickly found that this wasn’t H&M’s first incident. The PR and media backlash were extensive and detrimental to the brand’s reputation.

In many cases their business reputation did bounce back after an initial plunge in sales and reputation. However, it can take expensive compensation packages and extensive resource to resolve the situation.

Product recalls

Our top tips during a product recall are simple.

  • Take responsibility: When sending your statement be transparent about what happened
  • Act immediately: Don’t waste time, the situation could potentially escalate so act quickly
  • Be candid and compassionate: Say sorry to your customers, own up to your mistakes
  • Cooperate: Work with the people effected and your communications team
  • Use every means possible to communicate information: Think about this as a marketing campaign, you need to get in touch with every possible customer so use all your channels available to you

Product recalls can be a large drain of resource for your in-house communications teams. Ensuring your crisis and reputation policy and plan is being executed in conjunction with the situation can be a concern as well. Working with a specialist team who can act immediately and action that process for you is imperative to reduce reputational impact, avoid injuries or accidents with customers and ensure you have reached your core demographic and their network instantaneously.

Fashion store Primark had to recall three types of their men’s flip-flops containing dangerous levels of a cancer-causing chemical last year. Primark came across really prepared and were quick to make their announcement. The interesting thing about the incident is that neither the information on the corporate website or the media statement says what the issue was. A better approach would have been to be open and clear about what the chemical is and what the risks are to customers. Being transparent and demonstrating action is a key part of responding to a product recall and shows that an organisation is taking the situation seriously.

High-risk territories

Does your brand operate in high-risk territories? When a brand or business must travel to various parts of the world there is always an extensive risk assessment put in place to ensure the safety of employees and guests and what to do if there were an incident. But in those plans have you thought about your media relationships? How would you communicate your side of the story, and how can you showcase to the public and those affected what you are doing to rectify the situation? That’s where a clear crisis communications strategy comes into its own and experts on hand to deal with your situation 24/7.

Injuries and accidents

One possible issue that could develop and become a major PR crisis is if your products cause injury or illness to your customers or an employee, or if a contractor has a detrimental accident on your watch.

For example, in these types of scenarios reactions to issues can range from customers complaining to friends and family about your business, taking to social media and forums to raise their concerns to severe reactions, such as seeking legal action to reimburse medical costs or to receive compensation for their discomfort.

In these cases, it is imperative to demonstrate steps are being taken to resolve the situation, prevent any future problems, and of course negate some reputation damage.

Personal information

The introduction of the GDPR legislation in May 2018 has made some businesses across the UK nervous of the impact on their business if there were a breach. Not just monetary issues can occur, but the risk and damage a data breach can cause to the reputation of a business.

That was the case for BT who were fined £77,000 by the ICO. Between December 2015 and November 2016 BT sent 4.9 million emails about its fundraising platform My Donate, Giving Tuesday and Stand up to Cancer.  The ICO said that these communications were marketing, rather than messaging, and BT did not have consent to send them.

Handling customer feedback and inquiries and monitoring the ‘noise’ of the incident on social and in the media can be difficult. Our specialist crisis social team can work alongside your in-house teams to rectify the situation, whilst our PR specialists help you deal with media inquiries and publishing statements to those effected.

All smart businesses plan, and crisis management is no different; prevention is better than cure. We deploy a suite of services to manage and maintain your crisis and reputation. Contact us today to find out how we can work with you and your business.

Your crisis and reputation ‘insurance policy’

With the summer transfer window fast approaching, in-house marketing and communication teams from football clubs up and down the country will already be locked away behind closed doors discussing how they can capitalise on the buzz created by new signings and how they can enhance the global reputation of the brand.

You might think that the bigger clubs, with bigger budgets, would be leading the way, but in fact, some of the smaller clubs in England are muscling in on the conversation and hitting the back of the net when it comes to delivering impact for their transfer window activity.

Whether it’s a £100m player signed to help your club win the Champions League or the combative midfielder that will help you stave off the threat of relegation into the Football League, gone are the days of simply announcing a player’s arrival on the club website with the classic shirt and handshake image.

Here we look at some of the most creative player transfer reveals over the last few years.

Aston Villa

Aston Villa pulled off one of the biggest coups in recent history when they signed former England captain John Terry from Chelsea last summer. One of the most decorated players ever to have graced the English game, rumours placed Terry on three different continents at the same time, but it was Steve Bruce’s Aston Villa who secured the players signature. Villa announced his arrival with an imaginary WhatsApp group chat between the Villa chairman and manager Steve Bruce, along with past and present players, before “John Terry” was added to the group.  Simple but clever from Villa.


German international defender Antonio Rudiger was Chelsea’s first high profile signing last summer and his arrival delighted one Chelsea fan. Chelsea posted a video which follows a father and son to the counter of the Chelsea megastore at Stamford Bridge, where the dad asks his son what player’s name he wants on the back of his new Chelsea shirt. “Rudiger” is his reply. The cashier then pops his head into the storeroom to ask Rudiger himself if it’s OK. “No problem — I’m a Chelsea player now,” the Germany international responds.  At the time Chelsea supporters were growing increasingly frustrated by a lack of transfer activity but this was a nice touch from the Premier League champions.

Manchester United

Perhaps the most extravagant of them all but also befitting of the world’s second most expensive player of all time, Paul Pogba’s return to Manchester United rewrote the rules of sports marketing. This was more than just the return of Pogba, this was the combined genius of Manchester United and kit sponsor Adidas.

The entire unveiling was planned weeks in advance with Pogba featuring in online videos arriving in the UK, and touring the club’s training ground. If you thought that was good, Adidas enlisted the help of grime star Stormzy and created a music video which featured Pogba singing alongside the star. A #POGBACK hashtag was created and the rest is, well, history…

Oxford City

A far cry from the glamour and riches of the Premier League, Oxford City, who ply their trade in the sixth tier of English footballer, posted an image of their new signing on their Twitter account and it went viral after social media users retweeted it hundreds of times… after noticing he was sat in a McDonald’s restaurant. New arrival Matt Paterson was snapped signing the contract at the popular fast food chain prompting McDonald’s themselves to respond to the tweet. Despite initially being ridiculed for the tweet, the post drew widespread attention from media and it was Oxford who were smiling the next day when the story made the back pages of several national newspapers.

Yeovil Town

In July this year, Snapchat launched a new feature called “Snap Map” and the social media team at League Two Yeovil Town quickly saw an opportunity to jump on the back of the latest social trend by tapping into the new feature. The feature allows users to share their location with each other, so the club created a short video to show who was located at the stadium, Huish Park. Step forward new signing Jake Gray. They might be plying their trade in the bottom tier of the football league, but this was Premier League quality from the Somerset club’s social media team.

Written by Simerhan Hunjunt & Miranda Drew

In a time of Twitter, trolls and clickbait, headline fodder is no longer confined to the life and times of celebrities, CEOs and companies. Social media statuses can be front page news and what was once an opinion expressed in a private post can now cost you your job, your reputation – and can even be grounds for a libel lawsuit.

Exhibit A: Elon Musk, billionaire, founder of Tesla and SpaceX and all-round Twitter-fanatic, faced criticism earlier this month for his attempt to assist in the Thai cave rescue with a custom-built submarine.  After one of the leaders of the rescue mission said the submarine was “not practical”, the general consensus on Twitter was that Musk’s invention and subsequent Twitter posts were all one big PR stunt – something we discussed on our blog last week.

In an attempt to set the record straight, Musk turned to social media again – this time, sharing an email exchange with Dick Stanton, one of the British caving experts called in for the rescue. Musk vied to ‘prove’ he was encouraged by officials to build the submarine, while simultaneously aiming to discredit the Thai provincial governor, describing him as “not [being] the subject matter expert.” The tweets made national headlines, as did Musk’s less-than-gracious behaviour.

Unfortunately, last weekend Musk took to social media yet again and faced a fresh wave of criticism – and a potential lawsuit.

This time, Musk came under fire for lashing out at one of the divers involved in the rescue, dubbing him a “pedo guy.” The remark came after the diver in question, Vern Unsworth, said in an interview with CNN that Musk should “stick his submarine where it hurts” and labelled it a “PR stunt” that “had absolutely no chance of working” because the billionaire, “had no conception of what the cave passage was like”.

As the heated exchange made international headlines, Musk was questioned by his followers about the evidence he had for the uncomfortable notion of a “pedo guy” rescuing 12 young boys from a secluded cave in Thailand. He responded with an insensitive “bet ya a signed dollar it’s true.”

Musk yesterday issued an apology and said his now-deleted Tweets were “spoken in anger” and “the fault is mine and mine alone”. However, he gave no insight into why he made such damaging claims and given that the screenshots and online articles live on, a court case may still have legs.

But Musk is not the only influential figurehead whose use of social media has left many shocked and offended. President Trump, fellow billionaire and notorious Twitter-addict is another well-known example of how social media platform have a powerful impact on reputation.

While the examples are many and varied, one memorable Tweet that caused significant condemnation of the United States’ President contained an attack on US news anchor, Mika Brzezinski’s appearance back in June 2017.

After Brzezinski and her fellow host Joe Scarborough criticised President Trump on a segment, saying that he was “destroying the country,” Trump retaliated with two tweets that referred to Scarborough as “Psycho Joe” and Brzezinski as having a “low I.Q” and “was bleeding badly from a face-lift.” The tweets led to uproar about the objectification of women and did nothing to further Trump’s already dented reputation – the link between personal and professional is inextricable.

Just last week, Trump’s feud with Sadiq Khan made headlines as he visited the United Kingdom. The resentment was initially sparked by a Tweet from the President in June 2017 after London terrorist attacks in which he took Khan’s comments out of context. “At least 7 dead and 48 wounded in terror attack and Mayor of London says there is ‘no reason to be alarmed!’”

Fuel was added to the fire when The Sun interviewed President Trump ahead of his visit to London. “Take a look at the terrorism that is taking place. Look at what is going on in London. I think he [Mr Khan] has done a very bad job on terrorism,” Trump has been reported as saying. Fellow politician David Lammy took to Twitter to defend Khan, and the whole story ended up leading the news yet again.

Trump’s use of social media has been widely criticised by the public, by media in America and abroad, and even by a member of his own party. But despite the backlash, the American President has expressed no intention of stopping, describing his use of social media as that of a “modern-day presidential.”

As social media commentaries continue to fuel headlines from America to Australia, causing scandals and resulting in resignations, it’s important for people in positions of influence to tread – and Tweet – carefully. One misguided tweet can tarnish a carefully-built reputation faster than you can hit delete – screenshots are forever.  So, remember, think before you press ‘send’ – social media may be accessible, but it is a public communications channel just like any other.

If you would like to know how PR can help to protect your reputation then please get in touch with us today.

Think before you Tweet: A word of advice to Musk

Our experts have helped countless high-profile individuals and businesses salvage their hard-earned reputations online, offline or both. We deploy a suite of specialised personalised services to defuse crisis, mitigate further risks, take legal action if necessary and create a new, positive media narrative.

Read on to find out how our team of experts supported Sir Cliff Richard during his battle with the BBC following the live broadcast of a raid on his home in August 2014.

The Brief

To protect the reputation of Sir Cliff Richard and ensure the public – globally – were being told the true story of Sir Cliff’s innocence and his battle to clear his name. We deployed a multi-pronged approach using public relations techniques and legal assistance to defuse crisis, mitigate further risks, and create positive media narrative to manage Sir Cliff Richard’s reputation.

Our Strategy

To tell the public the true story of the so-called Cliff Richard Investigation – that Sir Cliff, following collusion between the BBC and South Yorkshire Police, became the victim of some media and police “sweetheart deal” which resulted in him being named as being under investigation during a live broadcast of a raid of his apartment.

  • Build a “fight-back” narrative to reassure the British public – and protect the reputation of Sir Cliff Richard
  • Ensure the message of an unprecedented situation was communicated clearly, accurately and compliant with current journalism law
  • Secure opportunities with key media outlets to communicate Sir Cliff’s side of the story
  • Support and manage the PR for the litigation against the BBC
  • Create a campaign that would have longevity and reduce the impact on Sir Cliff’s career

Our Method

After receiving notice of the police raid and the BBC’s attendance, a crisis team was formed at The PHA Group consisting initially of Chairman, Phil Hall, and former national newspaper journalist Neil McLeod.

From the outset, the strategy, via a public statement released on behalf of Sir Cliff, was to underline his shock at the BBC being on site as his home was raided – and to deny any wrong-doing. The integrated strategy which followed was designed to help the wider team get on the front foot and combined cut-through personal reputation commentary, insightful personal experience pieces and news agenda reaction to help push-back on false perceptions of Sir Cliff and underline the truth – that he is an innocent man fighting for his own rights.

The team worked in partnership with Partners from Michael Simkins LLP, Sir Cliff’s media lawyers, to ensure that events and details were reported accurately, and that falsehoods were corrected or stopped, or not given oxygen. Neil and Phil’s intimate knowledge of the media played a key part in their successful negotiations to ensure Sir Cliff was fairly represented and the record was set straight, with the strategy of being approachable and open with the media being important.

Former award-winning journalist and PHA consultant Phil Taylor was also brought into the account team alongside Phil Hall to coach Sir Cliff to handle tough media questioning he would inevitably face once the investigation was dropped.

Reactive news agenda placement was deployed, for example, in response to reports that Sir Cliff had been banned from the US, our team arranged pictures of him rehearsing in Nashville for his upcoming tour. These were printed by national media outlets. Allegations claiming Sir Cliff had poor health were also reported, so we launched into action, securing six images of Sir Cliff on page 3 in The Mail on Sunday, showing he was in good health and continuing his life as normal. Other media outlets soon followed suit.

Following the BBC story, a media environment was created where many publications seemed to believe it was “open season” to report on Sir Cliff’s life. Our team ensured accurate reporting by the Mail on Sunday and secured a Page One story showing he was fighting for his reputation and his rights following the unprecedented attack on his privacy.

Throughout the campaign, PHA received a plethora of story inquiries, almost on a weekly basis, which arose from false allegations – many of them outlandish – and working with the team to prevent publication or amend stories.

We also secured expert thought leadership consultancy in both the national and international press about privacy legislation, correct terms of events and spokesperson commentary to raise awareness among the public, media and Sir Cliff’s fan base. Our team arranged an exclusive interview with The Daily Mail, a key demographic and the largest circulation in the middle-market, as well as a personal one-to-one interview with close friend Gloria Hunniford on Loose Women. PHA also worked with Cliff and his music company to facilitate positive interviews – and manage messaging – around positive events for Sir Cliff, such as record releases and his sell-out birthday concerts.

Following confirmation of Sir Cliff’s legal action against the BBC, PHA provided support throughout the litigation, helping to engage with journalists and help provide messaging to correct misconceptions on the nature of the litigation and Sir Cliff’s reasons for going ahead with it.

The Result

We harnessed our strategic approach to rally Sir Cliff’s fan base and close friendship group; we reiterated his status as a national treasure in the media and public eye.

Our team established excellent relationships with journalists, ensuring over 150 articles with false allegations were either retracted, amended or we provided a comment, so we could successfully manage Sir Cliff’s reputation.

We established positive awareness and positively shifted assumptions about Sir Cliff’s reputation in the media.
He enjoyed a series of sell-out shows at The Royal Albert Hall and Greenwich, as well as releasing a Greatest Hits album that shot to number 1.

South Yorkshire Police settled with Sir Cliff Richard and admitted in a statement to the High Court that they acted unlawfully.

The BBC mounted a defence against Sir Cliff’s privacy action against him. In April 2018 the court heard how they used a helicopter to live broadcast the raid on Sir Cliff’s home after “strong-arming” South Yorkshire Police with information they had on the early stages of the investigation.

Judge, Mr Justice Mann, delivered his judgment on Wednesday 18 July awarding an initial £210,000 in damages.

We fostered and maintained positive media relations across the board with journalists against a background of challenging issues for them with regards to reporting and some misconceptions over press freedom in relation to the litigation.

Do you need an immediate short-term plan to deal with a problem or situation and a long-term communications strategy to rebuild your profile? Do you also need the help of experienced professionals with strong personal relationships, who can provide sound judgement? We offer all of this and more. Hire the best team to fight your corner. Contact us today to find out more.

Fighting for the truth: preserving the reputation of national treasure, Sir Cliff Richard

We understand the challenges that can be faced in each sector, and we know how to prepare and protect our clients should they ever need it. In recent years, there has been increased scrutiny amongst the media towards charities, and even more hard-hitting scandals this year have had an impact on public perceptions. It can take a hundred good stories to build a reputation but only one bad one to bring down the house.

We’ve helped charities in the eye of the storm and advised clients in high profile situations. Our support can help you to prepare for and react decisively to an issue or crisis situation. If you want to take steps to protect your organisation today, please don’t hesitate to get in touch.

Developing a crisis response strategy

We know that most comms issues can be navigated effectively with the right strategy and support in place. Having the confidence that you can mitigate a risk comes from knowing you are properly prepared. We work closely with clients to create straight-talking crisis comms strategies that cover:

• Situational analysis – a review of key events that could impact your organisation
• Risk assessments – what issues are you likely to encounter? What could have the most impact?
• Crisis team structures – including Trustee support
• Comms protocols and checklists – a clear structure to follow at a glance
• User handbooks – communicating your crisis strategy in a format that can be easily accessed and used when the time is of the essence
• Template materials – to help speed up response times during a crisis situation.

Training days

Part of being able to respond to a crisis is being confident when handling media. The media will view your chief executive like any other CEO – they are the leader of the organisation and should be prepared to be scrutinised.
Journalists argue that they are reporting what the public needs to know, or wants to know, reflecting public mood. Spokespeople should be media trained, armed with facts and prepared for the toughest questions.

At PHA, our expert teams have been on the sharp end of media questioning, and can expertly prepare any spokesperson. Our tailored media training sessions train spokespeople to:

  • Structure key messages
  • Learn to control media interviews
  • Develop prepared responses
  • Understand the media
  • Learn different interview styles.

In addition to media training, our crisis simulation training days will put comms teams through their paces, with a mock crisis scenario involving how to deal with news of the crisis breaking, the first stages, the first calls from journalists, the CEO being doorstepped, and more.

Real-time support

During a crisis, even those with agreed protocols in place often require additional support. Crisis management experts are used to dealing with difficult situations, and good ones are not afraid to tell clients how it is once they see the depth of problems in an organisation. They should be able to bring with them not only expertise but contacts and links to other third parties who can help.

Getting up to speed on an issue quickly is vital. At PHA, we offer a 24/7 service that monitors social and traditional media coverage including sentiment. Our twice-daily reports with analysis and recommendations mean that you can always be sure of informed decision making.
Support from PHA can be scaled up or down depending on the level of crisis. From handling all media enquiries and social posts to acting as a sounding board for critical response deadlines, you will always be working with a dedicated senior comms consultant who will be on-hand at a moment’s notice. We also plug clients into media lawyers were necessary to help protect reputations and advise on other issues should the need arise.

Proactive PR

Following on from a crisis, it’s important to focus on the future and how or where you need to re-build relationships. Our third sector specialist team can help with:

  • Reviewing existing content and communications
  • Stakeholder engagement strategies
  • Thought leadership/feature placement
  • Proactive awareness-raising or fundraising campaigns.

If you would like to know how PR can help protect your organisation, please don’t hesitate to get in touch today.

Third Sector crisis communication support

By Amy Andrews

Whether we log on to keep in touch with friends and family from around the globe or to connect for business, social media has become rooted at the centre of our everyday lives.

Over the past decade, the use of social media platforms has roared, with Facebook receiving 2.07bn monthly users, and Twitter over 800mn monthly users, according to Statista. Moreover, it is estimated that the average person spends nearly two hours on social media channels every day – more time than spent on eating, drinking and socialising.

A picture of a man sitting at a table with an iced coffee and holding an iPhone

Blogs have even gone as far as to calculate the average miles the average 25-year old’s thumb has scrolled over the last 14 years, turns out, it’s an estimated 7 miles.

As a result, the potential of an individual’s global reach has increased considerably, and a person’s online appearance has never mattered more. The likelihood is that regardless of whether people are on the hunt for comments or posts to catch you out on, eventually they will find something.

For the A-Z list of celebrities, business owners and influencers among us, this poses a very real threat.

Numerous public figures have discovered the repercussions of making ill-judged comments. Both Stormzy and more recently Jack Maynard have been held to account for tweets from their past containing homophobic language.

The CEO of Abercrombie and Fitch, Mike Jeffries, was pulled up on a comment he made six years earlier regarding only wanting pretty and popular people to wear his clothes. This then gained momentum on social media and

A picture of a man sitting on a sofa with his head in his hand

resulted in a 15% decline in sales. Despite being followed by an immediate apology, these resurrected tweets still echo today with some arguing that A&F has never fully been able to regain its status on the market since.

And for us ordinary folk, even recruiters and hiring managers will look through public profiles online as part of their hiring process, and according to SimpliLearn 19% of managers hiring decisions are influenced by social media searches.

Of course, the option is there to privatise accounts, but this can send the message to a potential recruiter, employee or even a journalist that you have something to hide. Remember the concept of six degrees of separation – you may think your private profile means your personal life is kept away from your professional alter ego, but someone you are connected to may not have the same privacy settings, revealing those pictures and posts you wanted to hide.

If this means sifting through your 2000+ tweets and Instagram posts to get rid of potentially offensive musings or drunken snaps, then boil the kettle, take a seat and get started, because social media has a bigger hold on business reputation than you know.

Whilst posting the wrong thing can be detrimental, equally, purging your account completely and leaving a blank canvas in its place can be just as damaging. If you own a business and you’re building your network, if you’re applying to jobs in a creative industry or if you’re building your Instagram to become an influencer, your personality will be your brand. People need to see personal traits that they can relate to and views and interests that they can align with to feel they know and understand you. 

A picture of a laptop which the Google webpage open

Photo by Benjamin Dada on Unsplash

Your social profiles could be the make or break of your career so be proactive with your online identity. Every now and then, log out of your accounts and search your name on Google to see what others can see, if your business puts you in the limelight, set up Google Alerts and always be sure to put notifications on your Facebook and Instagram so you’ll be the first to know when you’ve been tagged in a post. This way, you can either accept or reject the tag depending on whether it aligns with your online brand.

Benjamin Franklin once said “it takes many good deeds to build a good reputation and only one bad one to lose it”. In today’s digital age, this statement rings truer than ever before. Word spreads faster, screenshots take 0.5 seconds and content can go viral in a matter of minutes. Whether a celeb, business owner or social influencer, your focus should be on proactively protecting your reputation from the offset, rather than desperately trying to re-build and transform it on a world stage.

Social media purging: personality vs. protecting your reputation

As a consumer business, ensuring that you have an authentic brand image is becoming increasingly more important. This is mainly because of a shift in buying behaviour which is seeing consumers favour brands and businesses that are truthful, credible and personable.

Forbes provided insight, reporting that this change is because consumers are now more active online than ever before, meaning PR faux pas, scandals and social media blunders are always directly on their radar. ‘Brands no longer have an option other than representing themselves honestly and transparently’.

A picture of a be authentic signpost

More and more, traditional paid-for campaigns are fast-forwarded, skipped or ignored. In fact, it has been reported that over 35% of internet users are now blocking ads on their desktops, and only about 1% of millennials claim that an ad influences them. Instead, it is authentic and ‘real’ brand campaigns that are more successful in appealing to and influencing the consumer.

The key to ‘authenticity’ for a brand, it is to communicate with the consumer with an honest, engaging approach. A great way to do this is to use PR to tell a story about your brand, highlight its unique offering, and demonstrate why people should be interested. Here, we have detailed a snapshot of the PR tactics that can help put this into action:

  • Utilising Spokespeople – putting key spokespeople for the brand in the spotlight is an excellent way to show the human side of the business. An articulate and likeable spokesperson can be utilised in many ways e.g. for media interviews, as an industry expert to comment on relevant topics, to provide opinion-led editorial features, across social media etc.

A great example of a brand using a spokesperson in an authentic and engaging way is Pret a Manger. Pret has expertly used their CEO, Clive Schlee, to talk directly to the consumer on his blog, where he talks about company news, developments and even asks customers for their opinions on how the brand can be improved. This has led to the hugely successful opening of the first ‘Veggie Pret’, a concept that has since been rolled out to two more stores!

A picture of a Pret a manager branded bus

  • Creative Campaigns – a creative campaign is a great way to increase visibility for a brand. However, activity like this needs to be carefully planned to ensure firstly that the campaign is in line with your brand image, and secondly that it will appeal to your target customer in an authentic way.

A current example of a brand that’s nailed this approach is Missguided who have recently launched #MakeYourMark. The campaign features entirely un-airbrushed models to celebrate individuality and body positivity as part of their overarching ‘Keep on being you’ initiative. The video and photo series released by the brand features nine ‘babes of Missguided’ including body positivity activist Felicity Hayward; Skye Barr, co-founder of ‘safe space’ club night Pxssy Palace; and Fatty Boom Tatty blogger Sam Rowswell.

A picture of a group of ladies

  • Digital Influencers – there is no denying the impact of digital influencers anymore, it has been shown that 74% of consumers rely on social media to inform their purchasing decisions. In addition to driving sales, a good influencer engagement campaign will also deliver valuable and authentic online content to help showcase a brand in a more accessible way.

When an influencer truly likes and endorses a brand it is incredibly powerful, this is because most digital influencers have built a loyal and engaged following that appreciate the honest reviews and recommendations they provide.

It is extremely important that any brand looking to tap into the influencer market do it in the right way.  You will need to carefully select the right influencers to work with, looking at their follower’s demographics and engagement levels rather than just going for the obvious influencers with the highest number of followers. If the endorsement looks disingenuous or forced then it will stand out like a sore thumb, and will ultimately impact negatively on the brand.

A great example of an authentic and impactful influencer campaign is Boden’s ‘Wear it Like a Mum’ initiative. This campaign aimed to reclaim what mum style really means, and show that dressing in a ‘mumsy’ way shouldn’t be seen as a negative. The campaign was supported by a range of influencers including Jessica and Caroline from the Not Such a Model Mum blog, tech entrepreneur Michelle Kennedy and blogger/ confidence consultant Freddie Harrel.

A picture of a lady with her baby

To conclude, in an increasingly digital world, authenticity is the key to keeping consumers engaged, as demonstrated by the examples from Pret a Manger, Missguided and Boden above.

Online Reputation Management: Complete guide to your online brand

Online reputation management ebook - The PHA Group

Why authenticity matters and how PR can help

Content and engagement go hand in hand. If one is poor the other will suffer, likewise if one is prospering it benefits both. Although continually creating content can seem a real challenge, it remains the gateway to growing a successful audience.

Engaging content should offer something new to the reader, whether that’s a new perspective, an unexpected chuckle or an educational piece.

Man and women on phone whilst out socialising

Since the social media revolution, studies have shown the average consumer attention span has dropped from 12 seconds to just eight since 2000. That isn’t to say that social media is principally to blame, but the introduction of smartphones and hyperlinks alongside social media has led people finding it harder to concentrate.

So, if keeping consumers engaged is the aim of the game, how do you go about doing it?

  • Put the reader’s interest first – The audience you are targeting determines what you write about and choosing a relevant subject matter.
  • Trigger emotion – If you trigger an emotion in someone through your content, they are much more likely to remember you or share it with friends.
  • Ask the audience – Don’t be afraid to ask your audience, to help guide you with the direction of your content.
  • Move with the times – Content needs to be in real time, there’s no point creating content for something which happened a month beforehand. People would have forgotten about it.

Brands who have nailed engagement through their creative content

Wendy’sCarter Wilkerson tweet to Wendy's

The biggest Twitter phenomena of the year. A simple request for free chicken nuggets for the rest of the year resulted in a mass movement. Major companies such as Apple and Google all participated in the Twitter challenge. Perfect timing from Wendy’s as some light-hearted news was desperately needed, after the terrible footage of the United Airlines incident was only released a week before.

From Wendy’s perspective, the stunt gained them an extra 149,000 followers and 330 million social impressions. Carter didn’t get near the 18m retweets Wendy’s had asked for, but as it was a Twitter record they accepted that he had completed his challenge. They also used the opportunity to donate $100,000 to a charity.



GoPro joined YouTube and created its own channel back in 2009, it has quickly transformed itself as one of the most successful brands on the platform. YouTube is known for being notoriously hard for business to make it a successful marketing stage, yet GoPro has had it cracked for years. With 5.2m subscribers clearly, something is working well.

GoPro’s highly effective YouTube strategy:

  • Promotion of brilliant user content on its channel – Previously only allowed professional extreme sports footage on its channel but now includes content from all around the world. By offering fans of the product a moment in the spotlight it helps to build a community around the channel.
  • Actively engage in conversation – GoPro really does care about their community, they regularly engage with subscribers by responding to comments, liking content and answering any questions subscribers might have. Almost giving off that ‘everyone’s equal here’ vibe.
  • Everyone’s needs are met – It would be easy for GoPro to be very selective about what videos they allowed upon its channel, but they want to grow their community, so the range of videos is immense. The channel holds videos from skydiving to swimming with sharks. The only rule? You must use a GoPro to join the club.

GoPro's Youtube channel

With engagement rates so dependent on the content that is produced, it is essential that it is constantly targeting the right people. Now more than ever, brands need to know exactly who their audience is. What makes them tick, when they want to hear from you, and above all what you have to say is interesting.

Online Reputation Management: Complete guide to your online brand

PHA Media online reputation management ebook graphic

Content that drives engagement

You might not have tweeted anything nearly as controversial as Jared O’Mara or Josh Rivers (editor of Gay Times), but even innocent tweets sent when you were a kid can come back to cause you problems – just look at Mhairi Black’s teenage tweets…

Getting a grip on your online presence won’t just protect you from scandal – it can also be a powerful force for good, and help you project your messages to more people.

This is our ‘dos and don’ts’ for those who might be considering a political career, and are wondering how to get started by tailoring your online presence:

Google yourself extensively.

This will show you what other people see and will show any potential weaknesses in your online persona. It will also show you how visible you are online.

Put your Facebook on lock-down.

Photo by William Iven on Unsplash

Your personal profile on Facebook should be just that – personal. Tighten up your privacy settings, and delete any incriminating photos or posts from the past – no matter how funny you think they might be. Defriend anyone who you either don’t really know or wouldn’t trust. Consider changing your name so it is harder for people to find you – many politicians have altered their name slightly and change settings so that their Facebook profiles don’t show up on searches. You should also delete any old, unused profiles on platforms such as Beebo, Myspace, etc. The sites might be no longer relevant, but embarrassing content on your old profile still is!

Create a new public online presence for yourself.

Consider making a Facebook page which can be your public page for people to follow you on – but this should be kept professional, consistent and use all your key messaging. Similarly, Twitter should be considered a public forum. Expect people to ask you key questions about the policy or your opinion, and, if constructive, try to engage with them – but try not to get embroiled in a heated ‘debate’. Twitter arguments hardly ever look good.

Don’t feed the trolls. 

Photo by William Iven on Unsplash

Be selective over who you block. Being trolled online is part and parcel of being involved in politics at almost any level. But don’t start confusing trolls with comments offering constructive criticism – it can be all too easy to take this to heart and start blocking people. Being criticised and held to account is also part of politics, and often these people are would-be constituents or other stakeholders. Being trigger happy will result in #BlockedBy tweets on Twitter, which could also negatively affect your online presence and reputation. If you really can’t stand the criticism, mute it; although you may want to consider whether politics really is for you…

Do not buy followers.

It’s obvious, you’ll get called out on it and you will lose all credibility. Just don’t.

Engage proactively with supporters and key stakeholders.

Proactively engaging with supporters and key stakeholders is essential to building your followers organically. You won’t build them by simply creating a profile – nor simply sending the occasional tweet. Follow, retweet, post updates, stay active. Don’t let the weeds grow by letting weeks or months go by without a peep. It’s simple, really, but so easy to neglect.

Buy a domain in your name.

Buy a domain and have your own website, where you can tailor and fine-tune how you are presented, and even publish your own content that you can share on social media. Buying a domain and setting up a website is surprisingly cheap and easy – there are plenty of platforms to help you and to make the process simple, like Wordpress or Squarespace. Also set up a professional email address, perhaps one registered to your domain, as this simple change can make your email seem more professional and impressive than ‘@gmail’ or ‘@yahoo’. You can even continue to use simple interfaces like Gmail to manage your mail.

Be consistent across platforms. 

Don’t tweet one thing but write something different, or perhaps contradictory, in a Facebook status. You might also want to tweet and update Facebook at similar times, as not everyone will follow you on both Facebook and Twitter. Make sure people are updated on both platforms, and that they are getting the same message or opinion.

Appreciate the differences between platforms.

Facebook can be used like Twitter, but Twitter’s character count means Facebook is much more suited for longer, more elaborated posts. On the other hand, Twitter is more suited for snap comments, quick responses, and live tweeting. And, of course, Instagram is perhaps not the best place to post a long and thoughtful status of housing policy under a photo of your smashed avocado.

Finally, check before you post.

No matter how quick you have to tweet, or how sick you are of reading your own writing, always read a tweet or status through before you post, and maybe even read it out loud. Not only will you avoid making compromising or avoidable mistakes, you will also have a little time to make sure your message sounds right – that your post reads how you thought it would. Also check it doesn’t assume too much knowledge, since you don’t want to tweet something that only makes sense if you had a private conversation with an MP or have an in-depth understanding of the British egg industry – such tweets will fall mostly on deaf and confused ears, even though your audience will be politically engaged. Don’t worry about the time taken to check our tweets – you’re not Andrew Sparrow, you don’t need to be the first to report on an issue or tweet a revelation in Whitehall, and mistakes look worse for you than for a reporter in a hurry.

Online Reputation Management: Complete guide to your online brand


So you’re going into politics: How to ensure your online reputation is in check

Google has become the most crucial part of our day to day, whether it’s for an irrational self-diagnosis, online shopping or a search for services. It’s now so important that it’s become a verb it its own right.

But how does “Google it” play in the world of small business?

When 95% of web traffic goes to sites on page one of Google, your website is the virtual storefront to your company, and if you were opening a shop, you’d want it to be on the main road with the most footfall, not in the obscure backstreets where little to no one pays a visit. As they say, the best place to hide a dead body is on page two of Google.

Here’s is why having your company rank on page 1 of Google is so crucial – and how you can make it happen

  • Reputation

WHY: A big part of business success is having a positive reputation within your industry. If when potential customers or investors research your business online only to find Google rife with negative news stories, customer reviews and financials, or with next to nothing on it, it’s an automatic turn off.

HOW: When a user types a word or phrase into the search engine, Google crawls the web for stories, posts and sites which are most relevant to the query – that’s where you want to be. By hiring a third-party SEO agency to identify key search terms for your business, you can optimise both your onsite content (blogs and website copy) and your external content (news stories and thought leadership pieces – with link backs to your website) with all those key words. But it doesn’t have to be that complicated. There are plenty of online tools alongside Google Analytics ready to help you find the prime search terms for your business. For example, HubSpot has compiled a handy list of the 9 best keyword search tools to help you find out what people are searching for.

  • Visibility

WHY: Ever googled “Cheap reliable business finance” to find the top three search results accompanied by an “Ad” box? How often do you click on that result as opposed to the organic searches below it? Good question….

By building up your company’s online portfolio and populating Google with relevant stories, as opposed to paid for visibility, you’ll be the first choice for that user.

HOW: Invest the time and effort into nurturing your company’s Google ranking and you will most certainly reap the rewards. This means working hard over a long period of time to invest in PR, onsite content and social media channels with consistent messaging, organic subject matter and keywords. It isn’t a quick task and requires serious TLC and patience.

From the very beginning when choosing a domain name and designing a website, you must ensure every aspect is optimised for your business. There are simple things like using ‘.com’ in your domain name if you can, ensuring landing pages are tagged with keywords and that your website is mobile friendly (this is very important), all help you climb up the ranks.

  • Customer trust

WHY: That organic search will do your brand wonders. It means customers will trust what you do because you haven’t paid your way to the top of Google, but you’ve earned it. If Google trusts you enough to appear on the first page of a search, it is a good starting point for potential customers and investors to have confidence in you too.

HOW: The most important trust-building exercise is that credible titles and news outlets positively cover your business. Look at it this way, when you want to find out if a product is worth using, do you believe the retailer’s product description on its website or do you research to find customer and third-party reviews? The same goes for business. Your blog could be filled with great content and challenging thought leadership pieces, but standing alone and unsupported, they only get some of the job done. Existing alongside external pieces on national newspapers and magazines like the FT, Telegraph and The Guardian, they hold a crucial supporting role whilst those pieces are at centre stage.

Enjoy reading this insight? Why not pre-order our latest ebook?

Online Reputation Management: Complete guide to your online brand




“Google it” – How and why Google Page one is so important for small businesses