wadds-stephen-waddington-comment.jpg

Comment

 

Here you'll find comment and content I’ve made, curated from around the internet. For press interviews or comment please connect with me via Twitter @wadds by phone 07771 851407 or via email.

 

2018


August

What does the latest Ofcom report mean for PR?
The Ofcom Communications Market Report 2018, published this week, tells the story of changing media consumption and behaviours in the UK, say Stephen Waddington. 

PRWeek
3 August, 2018


July

With AI and Workforce Automation Entering Brand Communications, How Do We Keep Content Ethical?

Former CIPR leader Stephen Waddington, chief engagement officer at communications consultancy Ketchum, found an increasing number of vendors trying to sell tools to the market, but when he spoke with practitioners, the whole thing wasn’t very well understood—the industry was polarized between complete denial, fear, and panic. To address these misgivings, Waddington set up and now chairs the CIPR’s #AIinPR panel to explore the issue and try to characterize the potential impact of AI on the communication industries.

Content Standard
25 July, 2018



Ten takes on the state of storytelling in business
Far too many executives and organisations use these news forms of media and networks to broadcast content, rather than listening, telling stories and engaging in conversation. We need to ditch the formal corporate means of communication, and tell human stories. I hope that the next 10 years will see organisations use these tools to engage their publics in the stories of their organisations.

Lou Hoffman
10 July, 2017


June

What happened to social communities? Do brands and businesses still care?
Stephen Waddington, Chief Engagement Officer, Ketchum has been working with organisations for long enough in social spaces to feel that the word ‘community’ in both digital and social media needs clarity. It’s a term that has been misused by many. He makes the case that core PR skills, as well as a clear community strategy are key to developing and maintaining active and effective communities.

Brand Knew Magazine
23 June, 2018



WhipSmart London: “In the end it’s about our audiences, it’s not about us”
We engage in a story if it touches us, and we share it, and we add context to it. Emotional resonance is the biggest driver. We’re ten years into real social media, and most brands still aren’t quite brave enough to invest their personal self into their story. The ones that do are exceptional, and they’re the ones that get the attention.

Newswhip
21 June, 2018



What happened to social communities? Do brands and businesses still care?
Stephen Waddington, Chief Engagement Officer, Ketchum has been working with organisations for long enough in social spaces to feel that the word ‘community’ in both digital and social media needs clarity. It’s a term that has been misused by many.

Econsultancy
12 June, 2018



Outcomes over outputs: the top ways to measure earned media
The AVE formula hasn’t adapted to the digital age we live in. It doesn’t accommodate online news, television, radio, social media, blogs or countless other forms of news communications available today. Stephen Waddington, chief engagement officer at Ketchum, said, “Advertising Value Equivalent is a lousy form of public relations measurement. Practitioners use it because it’s easy. But it’s also wrong.”

Strategic America
8 June, 2018



How PR pros should prepare for artificial intelligence

A few months ago, PR consultant Stephen Waddington took to his blog to chastise his peers for seemingly attempting to avoid the revolution unfolding before them.

“The impact of algorithms on discourse in the public sphere needs to be characterized and their creators held to account,” he wrote. “Public relations, like other professions, is sleepwalking into the issue of artificial intelligence. It’s an issue that is rarely addressed at events and by media in the business of public relations. That needs to change.”

PRDaily
6 June, 2018


May

How to engage your audience through social
Stephen Waddington, partner and chief engagement officer at PR firm Ketchum, discusses how voice is about to disrupt the social space. "The next shift in social platforms is set to be voice. However, voice won’t integrate into existing social channels – it is entirely disruptive. Voice is a nascent form of technology made possible by advances in speech recognition, high-speed internet connections, and raw computing power. The use of the social graph, and removal of the keyboard/screen as an interface, are the social components."

PRMoment
30 May, 2018



Humans still needed - CIPR research reveals the impact of AI
Stephen Waddington, chair of the CIPR Artificial Intelligence Panel, said: "The CIPR is publishing the paper with intention of starting a debate on the issue. We’d welcome comments and challenges to the analysis. We’d also welcome approaches from any other organisations around the world that are working this area."

Vuelio
23 May, 2018



Use tech to be human urges PR report
“Current discourse [about the impact of technology on public relations] is polarized between techno panic and denial. Neither is helpful.” comments Stephen Waddington Chair, CIPR #AIinPR panel in the foreword to the discussion paper, Humans still needed: An analysis of skills and tools in public relations.

Scott Gutthrie
23 May, 2018



Humans still needed: AI use in PR to treble in three years, report suggests
Stephen Waddington, Ketchum chief engagement officer and chair of the CIPR's artificial intelligence panel, said: "If you’re not already considering the impact of artificial intelligence on you and your team's strategy, now’s the time. Today’s research shows the extent to which AI will penetrate public relations. Those quick to adapt to the shift will gain competitive advantage.

PRWeek
23 May, 2018


AI, PR and empathy
I agree with Matt Cartmell and Stephen Waddington about our own PR industry’s upgrading of our knowledge and talent to pursue the adoption of AI, to solve the burdensome and task-laden.

Bottle PR
21 May, 2018



Klout closes. Who knew it was still on?
Stephen Waddington, Ketchum’s chief engagement officer and partner asked 13 executives, planners and strategists in his network back in 2015 how they rated Klout as a tool for identifying and measuring influence. I was one of the Bakers’ Dozen. You can read the article here. BrandRepublic has now republished Stephen’s article in full.

Scott Guthrie
14 May, 2018


Driving New Leads by having a Point of View
During his session he talked about an open letter he wrote to Mark Zuckerberg.  Writing probably comes easier to Stephen than to most others but he was very clear that it is important when writing to have a point of view.  With his single point of view, which he wrote on the Sunday, he did not get thousands of reads and social shares but by Thursday he had received:

Passle
9 May, 2018



Why PR pros should consider automation
The UK’s Chartered Institute of Public Relations is seeking to characterize how much artificial intelligence influence has on communications, and for good reason. They have put together an initial list of 95 PR-related tools to help you think differently and make you better at managing your team’s potential.

PRDaily
7 May, 2018


April

Why PR pros should consider automation
The UK’s Chartered Institute of Public Relations is seeking to characterize how much artificial intelligence influence has on communications, and for good reason. They have put together an initial list of 95 PR-related tools to help you think differently and make you better at managing your team’s potential.

PRDaily
7 May, 2018


Inbound PR Drops Today!
I've always dreamed about working with Wiley as a publisher because they've published the books of some of my favourite PR and business authors such as Brian Solis, David Meerman Scott and Stephen Waddington so I took a chance and emailed them my pitch.

Iliyana Stareva
24 April, 2018



10 questions with... Dom Burch, founder of Why Social
Who in the industry impresses you most? Stephen Waddington. Insatiable appetite to constantly develop himself and the push forward the industry. Don't know where he gets it from, but I could do with some of his drive.

The Drum
9 April, 2018


On the state of PR in the UK and the subtle risk of underestimating the impact of technology in handling the routine of public relations
Public relations faces a longer term challenge to establish new sources of value to counter the risks posed by new technology. At all levels, practitioners are overwhelmingly engaged in tactical delivery.

Matteo Mucci, Medium
2 April, 2018


March

The best way to prepare for artificial intelligence in public relations
A few months ago, PR consultant Stephen Waddington took to his blog to chastise his peers for seemingly attempting to avoid the revolution unfolding before us.

Cision
28 March, 2018



95 helpful tools and resources for communicators
PR pros should eagerly plunge into platforms that can provide a leg up on the competition. Review this handy list to make your work more efficient and compelling.

Ragan.com
28 March, 2018



Strategy in PR has nothing to do with tactics
Stephen Waddington, on the other hand, argued that “Some of my best work has been campaigns, developed around a business objective.

Influence Online
28 March, 2018



10 PR influencers give their predictions for 2018
My prediction for 2018 is that public relations will become recognized as a management discipline. The drumbeat of professionalism in public relations has been getting louder over the past decade.

Meltwater
28 March, 2018



6 essential PR trends to watch in 2018 - the experts' view
We’re starting to feel the impact of machines in at least three areas of public relations: content production; content distribution and publication; and workflow.

Talkwalker
20 March, 2018



How to work smarter: making sense of the PR tool market
You can read the full list of 95 tools in this blog post by Stephen Waddington, partner and global engagement officer at Ketchum and former CIPR president.

Scott Guthrie
16 March, 2018


How to work smarter: making sense of the PR tool market
You can read the full list of 95 tools in this blog post by Stephen Waddington, partner and global engagement officer at Ketchum and former CIPR president.

Scott Guthrie
6 March, 2018



Artificial intelligence making PR smarter
The AI panel was founded in February to explore the impact of AI on public relations and the wider business community. Stephen Waddington, chief engagement office at Ketchum, is on the panel and said: ‘The conversation around the impact of #AIinPR on culture and society is getting louder.

Vuelio
6 March, 2018



How to implement a PR newsroom and own your own story
As Stephen Waddington, Ketchum’s chief engagement officer, says, they’re an absolute requirement of modern PR. They provide an elegant solution to the biggest challenges modern communicators face – creating a centralised content hub for your organisation in the process.

Cision
5 March, 2018



Why the experts say public relations still rules the day
In my view, the public relations industry took a wrong turn in the 1950s or early 1960s. The leadership and vision – and opportunity – provided by early professionals throughout the first half of the twentieth century was squandered…..The threat to public relations is its previous failure to adapt to new forms of media as quickly as other disciplines.

MarTechExec
5 March, 2018


January

PR blogs worth following
Stephen Waddington seems to have become something of a content machine recently. Stephen’s site has always been well worth reading but it seems to have found another gear of late – with more frequent posts and thoroughly engaging conversation topics. This is a great example of someone actually being a thought leader, and not just trying to ‘do thought leadership’.

Matt Silver
23 January, 2018



A year of blogging
Stephen’s recently revamped blog is my go-to authority on industry news and hot topics. He distils need-to-know subjects like Facebook’s newsfeed algorithm and the rise of social media bots in a way that’s both accessible and thought-provoking. When it comes to industry forward-thinking Stephen’s site also a good place to start, exploring topics such as the impact of AI technologies on PR and how prepared the industry is for this tech sea change.

Claire Simpson
21 January, 2018


55 tips, tools and articles that will super-charge your Public Relations knowledge in 2018
#45 Where does the AVE blame lie? - Richard Bagnall chair of the Association of Media and Evaluation Companies (AMEC) met with Stephen Waddington Partner and Chief Engagement Officer at Ketchum to discuss why 20% of organisations worldwide still use Advertising Equivalent Value (AVE). Here Stephen shares their discussion and asks if monitoring and measurement suppliers could be to blame?

The Resolution
8 January, 2018



10 tips for enhancing your PR metrics in 2018
Social media analytics provide a trove of data on consumers’ behavior. Every post, click, “like” and comment leaves an audit trail. PR and marketing departments can tap that information to identify audiences and understand their motivation. “What is new is the scale of data in public relations and the growing availability of third-party tools that enable us to make sense of it,” says Stephen Waddington, partner and chief engagement officer at Ketchum.

Ragan.com
8 January, 2018



21 in 2017: my favourite books, podcasts, art, and more
My favourite PR duo, Sarah Hall and Stephen Waddington, run my favourite PR podcast. Apart from the layer of banter (that is genuinely great to listen to), they also tackle really important topics that influence the industry and have a real impact on our jobs. Listen to the podcast: spoti.fi/2CCPLtz.

Marcel Klebba
7 January 2018



10 simple ways to greatly improve your PR measurement this year
“What is new is the scale of data in public relations and the growing availability of third party tools that enable us to make sense of it,” says Stephen Waddington, partner and chief engagement officer at Ketchum. "Explore social media networks’ native analytics tools such as Facebook Insights and Twitter Analytics, to gain insights. Then explore third-party social media monitoring and measurement tools. Be aware of the provenance of data and any ethical considerations about using the information."

glean.info
3 January, 2018



#AskTheExperts: 2018 PR Predictions
"Artificial intelligence was the shiny new thing in public relations in 2017. But we’re starting to feel the impact of machines in at least three areas: content production, content distribution and publication, and workflow," says Stephen Waddington.

MyNewsdesk
2 January 2018