Saskia Starritt

We've compiled a resource of 700+ digital PR campaigns for inspiration, which we're regularly updating 💡 You can filter by sector and brand, and it's the perfect place to start when you're ideating 🧠 Like and retweet this post and I'll share the link with you first 👀

I can’t believe @theachippendale manages to pull together such a comprehensive and insightful newsletter EVERY week! Honestly the best out there for any PR professional 💚

@georgiagadsbypr @unearthpr Looks amazing! 💚

💥 We’ve rebranded 💥 After 6 months of intense market research and brand strategising, the old @unearthpr is officially no more! So buzzing to share the new branding, service offering, and website we’ve been working tirelessly on ↓ unearthpr.co.uk 😍

@anniemaisocial I think I read it in 2 sittings - SO good

I’m on chapter two of Yellowface and I’ve not been *this* hooked while reading a book in a LONG time

@ArmarniPR @lizzygreenx Amazing work! 👏🏻👏🏻👏🏻

OBSESSED with @lizzygreenx getting the modern day equivalent of a front page spread, with her recent campaign featuring on the Metro homepage😍 Even more obsessed that this is our 15th placement (not including syndicates) & we've only sent to 40 carefully selected journalists!!

@AlexAldrichPR I don't think it's recognised enough that being a line manager is a huge responsibility and you need to be accountable to the people you manage - you can completely impact their well being, not to mention career trajectory.

Your people management style will have a lasting impact, negatively or positively. Always remember that.

Excited to be celebrating best of the best in digital pr industry this evening #ukdigitalprawards

@AbiBennetts Absolutely loved your talk - such tangible tips and insights!

Feel super honoured to have been part of it today, and loved taking to the stage to talk about psychology and digital PR teams, catching up with industry pals and meeting the lovely team at C3!!💘

En route home after the best 24 hours in Manchester with @_CharBrown for @Connective_3 ‘s #UpNorth event. The event was the best digital marketing event I’ve attended (potentially ever)? Gorgeous location, super well organised and an amazing lineup…

Had SUCH an interesting and insightful day at #UpNorth. So amazing to have access to fantastic talks not only for free but in Manchester too 🥳

🚨If you care about the Digital PR industry, you’ll want to read this 🚨 I want this to be taken in a positive and constructive way. Because that’s my intention here. 🙏 When the wider media, PR and trade press of a client turn their focus on the work of the Digital PR industry, in a critical fashion, it’s maybe time to look inwards, reflect and learn. Because something’s clearly gone wrong 😬 The client at hand has now pulled the campaign asset off their site and are ignoring contact from the media. I think that speaks volumes as to how this has turned out. There were some reactions from within our Digital PR industry, on the justified criticism this campaign received from our peers and colleagues, along the lines of… “stop trolling”, “but it got people talking”, “urgh Digital PR playground Twitter drama”, “but look at those links!” 🤷‍♂️ However, we’re all allowed to make mistakes, have a bad take on something, or even change our opinion or position on something when presented with feedback and new perspective. Because that’s how we learn and grow. And unfortunately they can be painful lessons. So I think now’s a really good time to draw a line in the sand on these types of campaigns and make sure we all have the processes in place to make sure campaigns like these don’t make it through ideation to production… 🗑️ 🤩[edit: insert shameless plug for me offering Digital PR training for brands & agencies here] And there’s a big reason why! I mean if brand safety, brand reputation and even ethics weren’t top of your consideration list before now (meant in non judgy way)… perhaps this will be a good enough pause for thought… Google is making big changes to the SERPS later this year. “Perspectives” by Google will surface social media opinions & comments on brands, right into the serps when they roll this out fully. More visibly so than ever before 👀 Campaigns like this now risk serious brand damage, that will be far harder to clean up 😱 Risky PR campaigns that create backlash aren’t going to be as easily swept under the carpet and consigned to “yesterdays news”…. This is a huge consideration for Digital PR moving forwards. I always used to find these campaigns perversely amusing and I respected the links they earned. But the public, press and industry has wised up & is tired of them now. The reaction from all corners backs this up. This is fact not opinion. That’s why this campaign type needs stop now, and be consigned to history. I increasingly see industry people pointing to past campaigns as creative inspiration, because “it worked before”. But whether brand, agency or freelance PR, if you don’t have an eye on the future, and you don’t have quality controls and guidelines in place, in combination with a “we just want links” mentality, this is what happens 🤷‍♂️ So in summary: Yes, there’s been a lot of criticism lately on Twitter in our industry about irrelevant and poor quality campaigns. Some of that is justified, and YES we massively need to remember there are human beings, often juniors on the other end, and mental health matters. However, campaigns like this latest “frankenfreak” one got legit negative brand sentiment, angered and upset groups of people, and caused damage to the reputation of the whole Digital PR industry. The industry is most definitely evolving. Lines are blurring between marketing teams like never before, and the search landscape is changing. I’m not throwing shade on anyone who’s done these, or other risky campaigns in the past. I’m really not. God knows I have. But Digital PR is growing up fast, the landscape is changing and reputations are hard to earn, and pretty easy to damage. I think we need to embrace these conversations, even if some of us don’t really want to see them in public. So I hope this doesn’t cause an argument or people roll their eyes too much etc. Because we’re all in this together.

@GrantonJasmine It's so easy to get bogged down by trying to think 10 steps ahead during ideation. Definitely going to try stopping myself doing so and embrace this approach 💜

@RobynMunroPR @ilikeyoumatt oh amazing thank you for digging this out for me twice!! 😅

@ilikeyoumatt @SaskiaStarrPR 😂😂😂

We've got a new starter on the team and I'm compiling a list of essential reading / listening / watching for all things #digitalPR - would be forever grateful if anyone in the industry could share their favourite resources & webinars 🥹💜

@WolfofBaldSt Thanks Tom! Easy to forget the fun of it!

Well said Saskia 🙌

@MortimerLou Think we need some positivity this week!!💜

@SaskiaStarrPR I LOVE THIS! ❤️

It’s been a bit of a mad (and potentially panicking) few days to be in digital pr, but to finish the week I wanted to share some things I absolutely love about working in the industry 💫💫 #digitalpr #pr

I could share way more reasons but for now…

7. Seeing people gain confidence and develop their skills within the discipline, applying their unique perspective to every stage of digital PR and feeling empowered to do so