Hayley Peters

What do clients really want (and need) from agencies? During a recent CIM | The Chartered Institute of Marketing panel event, Sharon Jiggins emphasised the critical role of consumer insights and the responsibility agencies bear in genuinely engaging with their target audiences. #CreativeAgency #AudienceInsight #Advertising

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‘You can’t really measure the impact of PR’. I hear that said so often that sometimes even those of us working in the sector can be at risk of internalising that belief. Which is why it’s so uplifting when a client takes the time to write in on a Friday afternoon to say ‘the result of the press coverage [that Rostrum generated] is a 25% increase in website traffic and a 50% increase in form completions’. That’s a measurable return on investment from your PR programme.

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Why proactive PR strategies are essential for ambitious B2B brands To maximise media coverage Create the story, lead the story, be the story. Proactively engaging with journalists and influencers ensures your brand is consistently in the spotlight, enhancing visibility and credibility. To shape the industry narrative Lead, challenge and guide. By leading conversations rather than reacting to them, your brand can set industry trends and become a thought leader. Proactive PR allows you to control your brand's narrative and influence market perceptions. Strengthen stakeholder relationships The more I see you the more I like you. Regular, proactive communication builds stronger relationships with stakeholders. It demonstrates your commitment and foresight, making your brand a trusted partner in the industry. To accelerate business growth The more I like you the more I trust you. Consistent media presence and positive coverage fuel business growth. Proactive PR strategies attract new clients, retain existing ones, and boost overall brand equity. Ambitious B2B brands can't afford to be passive. Implementing proactive PR strategies is key to staying relevant, influential, and ahead of the competition. How does your brand lead the narrative - Teddy 👇👇really wants to know? #Marketing #B2BPR #InstinctToBeDistinct #TechPR

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Great piece Andy. The age of accountability demands that organisations step out of their comfort zones and meet heightened expectations for transparency, collaboration, and trust-building. The new political and regulatory landscape will be relentless, and businesses must pivot from “managing” issues to owning them. The message is clear: reputation isn’t about spin, it’s about substance. That means ditching outdated playbooks and embracing authenticity, humility, and action. As communicators, we’re uniquely positioned to lead this charge, pushing for honest conversations in the boardroom and shaping strategies that endure scrutiny. Long-term trust beats short-term fixes every time. Let’s redefine what it means to truly build relationships with all stakeholders. In 2025, standing still is no longer an option. It’s time to lean into the uncomfortable, acknowledge flaws, and lead with care and conscience. #ReputationManagement #AgeOfAccountability #Authenticity #TrustBuilding #Transparency #CorporateCommunications #Leadership #StakeholderEngagement

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🌿 Effective collaboration is key to real climate action. That’s why Clear Channel UK have been working with local authorities for decades, supporting innovative initiatives like Aberdeen Meadows-in-a-Box and Bristol City Leap. By demanding transparency and setting higher benchmarks, we can help ensure commitments go beyond lip service. But what else can be done? Partnerships and Creative Director, Louise Stubbings (she / her), answers the question in the latest Local Government Chronicle. Read it here: https://okt.to/EqB4e2 #PlatformForGood #Sustainability

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Some tips from me on entering these (or indeed any) awards. 🏆 On discussing Press For Attention PR’s sponsored category, Responsible Business, Greg shared: “First up, tell us judges a story. We don’t need to hear about what you do, your history and inside leg measurements. Set the scene by all means but grab our attention early on by explaining the problem or challenge as it stood and how you tackled it and crucially…why? How did you change things? What does it mean for the user/stakeholder? Remember, nobody wants a drill…they want a hole in the wall. Show us the results.

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“The IPA Effectiveness Awards winner is a case study in the marketing fundamentals that most brands ignore or forget – and it’s brilliant because of it” Mark Ritson Fundamentals are fundamentals for a reason. Don’t let new brand messages delivery toys forget it. Over two decades, McCain Foods has talked about the number one message to tap into safety, connection and belonging needs: FAMILIY. We are tribal animals. From music, to flags, to sports teams, to IG challenges, to languages… you name it! … it’s all about belonging to a tribe, in my opinion. Have you found your tribe? #marketing #ipaawards https://lnkd.in/gP96ZTsJ

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I have had the privilege of being part of the Marketing Leadership Masterclass over the course of the last 12 weeks, run brilliantly by Thomas Barta and Syl Saller CBE. For those that aren’t familiar, the virtual course covers a huge array of topics, spanning all aspects of marketing leadership from behaviours, skills, strategy with a number of hugely inspiring outside speakers from the world of FMCG and service marketing. I thought I would share my top insights below. I would love to hear your reflections on reading. 1.     Be sure of the value you are creating – either for the consumer, your customer or your company. Consider why you are working on something, what are value are you creating, how will you extract the value, is it worth your time, the investment you are making. Always be clear on the ‘value creation zone’. 2.     Zooming out, Zooming in – always be clear on the big picture problem you are trying to solve and present your case using the right level of detail / data to support. 3.     Know your audience – what type of a leader are they? Know what motivates them and adjust your style and the way you present your case accordingly. Are they more detail focused, or more emotional? What will they need to see to go with you on your journey and be convinced? 4.     Zero based Budgeting – this breeds creativity, do less with more. Prove what you need and why. 5.     Know your brand objective  - go back to the funnel – are you needing to raise awareness, considering, preference or conversion? Be focused on the objective. 6.     Bitesizing – consider your journey as smaller, bitesize steps. Consider your audience and reframe the challenge in palatable chunks that will work for them. This approach often helps mobilise energy and support internally. 7.     Start a movement internally – put yourself out there and gather support, build belief. Test and learn and prove the case enabling you to go further, unlocking the support you need. 8.     Don’t let the elephant in the room get in the way – be brave, recognise it, lean into it. 9.     A Team – be demanding on talent, hire for distinctiveness either internally and also with the partners you are working with. Face into where there is a weak link and address it. It’s only fair on them and the rest of the team too. 10.  Build trust – connect with your team, show vulnerability, and build confidence. There is no room for ego. 11.  Ruthlessly prioritise – invest your time and resources in what will build equity and deliver results. Keep doing this, reassessing. Keep focused on the value creation zone. 12.  Be clear on how you inspire others – know yourself and what your purpose is as a leader. 13.  Be Brave, aim high and be your authentic self It was hugely valuable and really thought provoking. Thankyou Thomas Barta and Syl Saller CBE, thoroughly recommend to others.

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Thrilled to again achieve #CharteredMarketer status from the CIM | The Chartered Institute of Marketing. Chartered Marketer is a status recognising those marketers achieving the highest level in our profession. It demonstrates commitment to keeping up-to-date and is awarded on a combination of experience and qualifications. #Marketing #Excellence #Personal Development

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Interesting article from Suzana Lay about the blurring of lines between brand and product media 👇

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Yesterday marked a milestone for PR Mums – and a leap toward transformative change for everyone in PR. 🚀 After six months of collaboration with a pan-industry Steering Group—including PRCA, CIPR, Women in PR, Axicom, Grayling, Fine Lines, Manifest, Hope & Glory, Full Fat, and The Unmistakables—plus invaluable input from countless voices across the industry, we are proud to unveil: ✅ Industry White Paper: Created in partnership with Platform55—an award-winning, market-leading HR platform — sheds insights into current working practices whilst providing a roadmap for agencies to create inclusive, people-first cultures. ✅ Parental Policy Charter: Built on four key pillars to help agencies create genuinely supportive workplaces. ✅ Best Practice Certification: Recognising agencies championing inclusivity and family-first policies. ✅ Parenting HR Platform: Powered by Platform55, designed to foster healthy, inclusive team cultures. Together, we’ve laid the foundation for a more inclusive, people-first PR industry—and this is only the beginning. 💪 Download the White Paper: https://lnkd.in/eUf7pesb #PRMums #FamilyFriendlyWorkplace #ParentingPolicy #CultureChange

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PR Mums and Platform55's new research into the UK parenting landscape in PR & Comms reveals that most PR professionals believe their managers cannot handle sensitive conversations around family, and feel that parental leave is not effectively implemented at their workplace. We're proud to be part of the steering group along with other agencies to help create a new guideline for supporting parents and agencies in the industry. From parental policy charter to best practice certification programme, we're all working working towards a single mission: how to drive meaningful change in PR by setting a new benchmark for family-friendly workplaces across the PR sector. View the white paper here: https://bit.ly/494blHC

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It's time to collect some questions for the Comms Question Time podcast. The offer is simple. I'm organising 3 panels of comms and PR experts who will tackle specific scenarios raised by listeners that they are facing in their business or organisation. As a panel, we'll devise practical strategies that can be immediately applied in a specific scenario. Stay anonymous or share who you are. It's your choice. To ask a question, direct message me as a starting point. It'll be like getting 10-15 minutes of free consultation from experts doing this stuff every day. Feel free to share with anyone you think might want to ask a question.

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For a decade, We Are Social has been publishing the Think Forward trend report that provides valuable insights for anyone looking to understand the future of online culture and how brands can effectively engage with their audiences in this new era. This year’s report - Think Forward 2025: The Liveable Web - is now live. Here are the trends shaping how people seek a more balanced and fulfilling online experience with a renewed focus on joy: 🐵 Primal Renaissance: A return to rawness and authenticity in online self-expression. 🌈 Low-stakes Social: The rise of wholesome content and a desire for relaxed online spaces. 🍃 Intentional Consumerism: A shift towards mindful consumption and sustainable spending habits. 👯‍♀️ Modern Mythmaking: The rise of interactive entertainment and audience participation. 🤗 New Intimacies: The craving for genuine connection and a sense of belonging in the digital world. The social media landscape is at a pivotal moment, where people are increasingly seeking authenticity, levity, and genuine connection amid rising concerns about its impact. These trends reveal not just the challenges but the profound opportunities for brands to step up. By championing intentional consumerism, fostering meaningful communities, and embracing cultural nuances, brands can be part of creating a healthier, more human digital world—something Australians are clearly craving. Sign up to access to the full report :

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‘An interconnected system’ That’s how Ciaran Armstrong described your brand foundation yesterday in session 4 of the Small Business Britain Sustainability Programme (sponsored by BT). This part of the programme focused on Brand & Social Media Content, including a look at greenwashing – which can be so damaging to brand reputation and image. I loved this approach because it accords with my own Brand Affinity framework and branding process, values and experience. And of course, I agree that your brand is the foundation for marketing and communications and must be integrated into every activity – from purchasing to selling. Ciaran shared his Personal Brand Canvas which comprises: 👉🏼 Personal story and values 👉🏼 Unique strengths 👉🏼 Tone of voice and persona 👉🏼 Target audience 👉🏼 Visual identity 👉🏼 Content and engagement strategy I also enjoyed the opportunity to review my content pillars, and ways of capturing ideas to share. There was lots of reassurance and two acronyms for those who love them: To avoid greenwashing, be CLEAR C - make CLEAR claims and avoid vague terms L - these must be LEGITIMATE and backed by data E - consider EVERY part of the process the claim refers to R - make it RELEVANT to your business and customers And in your messaging and communication, remember HAIL H – Honesty A – Authenticity I – Integrity L – Love Great stuff! And helpful to review your brand foundation and values on a regular basis... #branding #sustainability #smallbusiness

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This is a fabulous advert from Heinz for their new pasta sauce range as it brings together the concepts of both mental and physical availability. ✔️ Mental availability - It lays a useful memory structure down in my brain 🧠 that I may indeed recall next time I encounter a category entry point around making pasta for the family - that Heinz is a good option and they’ll have it in a large jar format ❗️Physical Availability 🛒- Heinz have clearly addressed a physical availability issue by introducing the new family sized jar. I already knew that Heinz was now selling pasta sauces, but previously when I went to buy a jar from the supermarket for family pasta dishes I did not buy it because it wasn’t in a suitable format 💡Distinctive brand assets - it’s clearly a Heinz ad so scores high on branding points …the famous keystone label on the jar and the distinctive font all cleverly used as indirect branding devices alongside the actual brand name. 10/10 from me anyway, for all the above reasons. #branding #distinctivebrandassets #advertising #brandgrowth

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Cheap as chips advice. Ritson bangs on about stuff he’s been banging on about for a while now. IPA Effectiveness winner McCain applying the known and proven fundamentals of marketing. Advice on a plate. It’s not rocket science. It’s available to all. It’s as easy as chips. It works. Just needs a little dollop of secret sauce. #strategy #creativity #humanity Chapter Brand Leadership

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