Growing your business from blog to brand


Deep South Media intern Lewis Waugh takes a look behind the headlines as he considers the case of one of the shining lights of the ‘new year new you’ blitz of fitness and health campaigns.

Joe Wicks

How many of us, now it’s February, have given up on those New Year resolutions to get fit?

Are you now regretting that hasty decision to take out expensive gym membership?

And have you come to the conclusion that your body will never match the standard portrayed on billboards across the country?

If you ticked all three of the above you were probably influenced by that annual super effective but short term PR campaign about improving body image, losing weight and getting healthier.

The campaign can be ultimately regarded as a failure (after the initial profitable spike) because, while most of us want to jettison the burden of seasonal excesses and get back to a ‘healthy’ eating regime, we let it slip quickly.

Those unrealistic advertising images of fitness junkies with chiselled abs and faultless tans seem to do more harm than good, judging by the contempt hurled at them by way of social media, defaced posters and complaints to the Advertising Standards Authority.

I have a certain sympathy with the firms accused of ‘body shaming’. While they are all obviously out to make hard cash, they simply seek to present themselves and their products in the best possible way.

The oiled, muscled and flawless body shapes portrayed should, they say, be seen as aspirational and motivational images.

I mean, who would be tempted to change their dietary habits by some scruffy, long-haired Herbert from the London suburbs blogging about food and fitness.

Ah, I see.

Step forward social media sensation Joe Wicks, pictured, who has risen from blog to brand with seemingly almost indecent haste.

The Instagram darling – 712,000 followers and counting – has approached health promotion from a completely different direction.

Instead of showcasing his preposterously in-shape physique, the ‘Body Coach’ made short, sharp amusing video clips for healthy meals that can be made in 15 minutes, creating the catchphrase Lean in 15.

Now a best-selling author and darling of the red tops, Wicks’ USP is that that he is just an ordinary bloke from London with long curly hair and a happy smiley face making healthy food.

He has been superbly advised, building his reputation on his funny, easy-to-watch videos and giving people the impression they already know this outgoing, buoyant personality who is helping them with their diet.

That’s where some of these other ‘body transformation’ outfits go wrong – they haven’t carefully built up a rapport with their audience, preferring to be right in your face with their blunt messages and images designed to make you feel utterly inadequate.

Wicks, online nutrition coach and creator of the 90-Day SSS Plan, even gets away with regularly uploading pictures of his own lithe, topless torso because he has become loved, a veritable national treasure in waiting – an acceptable, friendly face and more Poldark than Mr Universe.

In media relations terms Wicks is a winner, and it just goes to show that solidly building your brand from the tiniest acorn – with solid support and advice from experts in their field – is a must.

Oh, and it helps to tell people that fuelling their bodies with lots of food is perfectly acceptable.

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Don’t let the sun go down on your business by not protecting your reputation

RNLI sunset web

By Cliff Moore, Account Director, Deep South Media


Reputation counts for everything in business.

In short: Harm your reputation and you damage your business, possibly out of existence; protect that hard-won reputation and you can survive disasters.

I reference two recent examples.

Travel firm Thomas Cook lost millions off its value after appallingly handling the case of two children who died while holidaying in Corfu.

Conversely, Dorset-based Merlin Entertainments managed a terrible situation well when riders were maimed in last summer’s rollercoaster crash at its Alton Towers theme park.

Why am I highlighting this now?

Because a new survey* says more than a quarter of UK firms are doing little to protect their reputations.

And only two thirds of small or medium firms have formal corporate reputation risk and crisis communications management plans in place.

Figures extracted from that survey suggest that in the UK the total value of corporate reputation for all companies topped £1.7 trillion.

Yes, £1.7 TRILLION – that’s a lot of money at stake for the 26 per cent of firms not actively managing their reputation.

Successful businesses that do not have disaster plans ready to be implemented at the push of a button are playing with fire, nay, a conflagration set to raze hopes and dreams to the ground in an instant.

That’s where specialists such as Deep South Media can step in.

As experienced former journalists ourselves, we understand how damage can be done in seconds, how bad news travels like wildfire.

Would you know what to do if your firm ended up in the headlines, the wrong sort of headlines? Do you have an embedded plan of action? Do you even know such strategies exist?

Our experts can help you formulate emergency response protocols and step in at a moment’s notice to take responsibility for crucial media relations if the proverbial hits the fan.

And that’s not just with regard to the traditional media because Internet or social media rumours can have the same damaging effect in today’s fast-moving technological world.

It makes sense to expect the unexpected and remain reassured that should the worst happen you will be able to cope. Don’t destroy in moments what has taken years to build.

*Survey carried out by accountancy and business advisory firm BDO and independent membership organisation the Quoted Companies Alliance. Read the full report here in Pulse  magazine.

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Why print may not be dead

Cliff 2


By Cliff Moore, Account Director, Deep South Media

News that just 31 per cent of the population reads a newspaper is a depressing but not wholly unexpected statistic.

That figure, reported in the Guardian from an annual survey by communications watchdog Ofcom, is down 10 per cent on the previous year.

We are told that TV, internet and radio all surpass printed newspapers with regard to the source of our news and information.

Newspapers have been in decline for years; the question long ago changed from ‘how’ to ‘how much’.

But should those of us who continue to enjoy sitting down with a paper and a cuppa be worried?

Quite possibly, but that depends on a number of factors.

News nowadays comes to us via a huge variety of sources directly to our phones, tablets and laptops.

It is all about immediacy and print hasn’t been able to compete on that score since rolling news channels first came to our screens. In fact, probably since radio began.

Add in social media where citizen journalists write their own ‘news’ and one could be forgiven for thinking we have reached a point of no return

But it should not be forgotten that hardworking professional journalists are generally the source of most news that we read.

Their words and pictures almost always (except in cases of held back exclusives) rightly appear online first, before filtering down to print editions.

But until newspaper websites can convert hits to cash they will be unable to stand alone without their traditional print versions.

Thus, we may find that the downward spiral of printed news is flattening out, reaching a level, albeit low and of mainly older readers that remains sustainable.

But maintaining this will mean a sea change in policy, both by national and regional titles, to more analysis, comment and feature, leaving hard news to be placed elsewhere.

This may go against the grain for hardnosed newspapermen, but the day is not that far away when we will all have smartphones and devour news as it happens.

A switch in strategy to alternatively written content may well sustain the print version for a little longer, but newspaper groups must surely hope rethinking their entire approach – an ongoing process, one presumes – will pay dividends.

And all this will stand alongside the world of social media and the fast-growing news sections on individual organisation or company websites as important content providers as the world of information continues to fracture.

And that’s without mentioning the mighty Facebook which a whole generation of teenagers and twentysomethings have come to regard as their news channel.

The big question is whether newspapers can create the top quality online content that readers would surely be willing to pay for and whether they can convert clicks to cash by monetising websites through high end advertising.

Deep South Media, as a newsroom content provider, will continue to embrace all aspects of technology, delivering the best possible service for clients and readers.

And on that note, may we wish you all greetings of the season and we look forward to renewing acquaintances in 2016.


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You’re hired? I don’t think so….

AND THERE’S MOORE…the-apprentice-2015

By Cliff Moore, Account Director, Deep South Media

Is everyone enjoying this autumn’s season of The Apprentice, the TV talentless show featuring desperate wannabes fighting to win a business deal with Lord Sugar?

It is generally required viewing in our house as the latest bunch of preening ego-maniacs goes toe-to-toe to discover who is the least witless and who can shout loudest during the boardroom denouement at the end of each episode.

However, 2015 has not hit the levels of opprobrium generated previously by the likes of Katie Hopkins, Leah Totton, Stella English, Susan Ma, Yasmina Siadatan and the late Stuart ‘the brand’ Baggs.

Of course, if the programme was populated by reasonable, accommodating and level-headed contestants with good business brains – and each task was carried out perfectly and with good grace – then no one would be watching.

We much prefer watching the likes of the sales rep trainer getting the boot for failing to sell anything and the construction industry executive summarily fired for her inability to project manage a building assignment.

That’s why the series producers set out to recruit this particular type of bombastic candidate who seem to roll off a conveyor belt – the phrase ‘all mouth and no trousers’ springs to mind.

The big question, and to drag this TV review back into the realm of media relations, is: Would you employ any of them in your company?

They all seem, admittedly by their own flowery words, highly successful in their fields. It is only at the fearsome interview stage when professional interrogators (more’s the pity probably not Claude Littner this year) drill down below the surface and discover that most are merely scarecrows.

While accepting that a huge amount of filming and clever editing goes on to make them look this stupid, it would surely be a PR disaster to take on one of this lot based on their performances.

Every company needs a maverick or the world of business would be a dull, non-innovative place, but there is something seriously wrong with your recruitment procedures if you end up with one of these.

Apprentices, in my experience, are (mostly) young, hard-working and with an immense thirst for knowledge. They are keen, loyal and the future of your company – they are you 30 years ago and should be nurtured.

Whereas the TV apprentices should not be nurtured at all. No good, other than entertainment value, can possibly come from hiring one. Just don’t do it.

But are they all just playing roles, unwittingly or not, in the Alan Sugar show? It wouldn’t surprise me in the least to discover that all the candidates over the years had been actors.

And we’re all part of The Truman Show.

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Delivering your message


By Cliff Moore, Account Director, Deep South Media

facebook screen grab copy

My daughter has had a baby and – bear with me here – this happy event has shown how your business can get its message across.

Without wanting to sound too much like a BMD announcement, congratulations to Poppy and Matt on the arrival of Seth Alexander, an 8lb 12oz bouncing baby boy.

It left this new granddad wondering how he was going to find the time to tell everybody what had happened, but he needn’t have worried.

For the news spread across the world like wildfire – and much of that was due to his great-grandmother’s ongoing obsession with Facebook and his new auntie’s Chloe’s skill with social media, pictured.

As soon as words and pictures about the new arrival were posted they were remessaged, first by a handful of people, then dozens, then hundreds. It went viral in its own little way.

From that point communications bearing felicitations came flooding back in from all quarters and it wasn’t long before it felt like Seth was known to everyone.

Poppy and Matt may still put in a newspaper BMD notice for the benefit of those people unaware of the baby’s existence, but this whole happy episode is a perfect example of spreading news quickly and widely.

With fast communications being the key today, businesses must be aware that social media platforms are brilliant for conveying messages and staying connected with your target audience.

Facebook, Twitter, LinkedIn and the like are ‘must haves’ for all companies seeking to stay ahead of the game and ensure speedy assimilation of their products or services.

That’s not to say the more traditional methods of communication – newspaper, television, radio, internet, email – are obsolete.

Far from it. There needs to be a balanced approach to cover all bases and reach all available markets and each of the above still has a major role to play.

But for speed and getting tomorrow’s news out today in a targeted campaign, social media has no equal. It is just a case of working the system well.

Meanwhile, back to the babysitting, just looking at little Seth and contemplating the glorious miracle of nature that is childbirth…

with Seth 2 upright

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Can Herbie ever ride again or is VW on the road to nowhere?


By Cliff Moore, Account Director, Deep South Media

The dust has begun to settle on the biggest scandal in the history of the car industry, although its ramifications will last for years.

Volkswagen’s reputation is in tatters, its share price has driven off a cliff, former chief executive Martin Winterkorn is facing possible prosecution in Germany and the future of diesel-powered vehicles worldwide is now under the microscope.

The German car giant admitted cheating emissions tests in the USA during a major drive to sell ‘low emissions’ diesel cars.  It confirmed around 11 million cars across the globe had in fact been fitted with a ‘defeat device’ designed to manipulate test results.

When the story got out VW bosses quickly realised they were behind the wheel of a wreck on the road to nowhere.

They admitted the firm had ‘broken the trust of our customers and the public’, which was the right thing to say, and sort of blamed a handful of rogue engineers, which wasn’t.

Blaming employees is absolutely not best practice – companies must accept collective responsibility, whatever the consequences.

It has left consumers – that’s you or me, possibly with a Veedub sitting in the garage – wondering if we can believe the environmental credentials of any car manufacturers.

Such is the climate of doubt created by major corporate scandals like this that it leaves us less trusting in general.

And what if you were a small business owner with a dark secret – something so serious that it would threaten the existence of your company should it get out?

Naturally it would be on a smaller scale than VW’s, but do you have a plan of action for when this damaging secret becomes public knowledge? And why do you even have a secret in the first place?

If the corporate might of VW can’t keep a scandal quiet what chance would you have?

Your absolute best chance is to be totally ethical and not harbour anything that might compromise you one day. And if it’s too late for that, then start to put things right as soon as you possibly can.

My advice, should anyone ask me, would be to keep your business clean and wholesome and grow it organically. Resist the temptation to make a fast buck, and look after your customers well.

Above all create a prevailing ethical climate within your business that would render anything remotely fraudulent or dishonest as utterly impossible.

And what if something terrible does happen? Do you have a communications team ready to step in at a moment’s notice to handle media relations?

Appointing experts in their field is a basic requirement to ensure your company is presented honestly, ethically and in the best possible light.

Your reputation is at stake and, like VW’s, can be trashed in a moment. Make sure you have the tools, and by that I mean a good media relations company, to protect your good name.

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The dying art of communication

By Ron Wain, Joint Managing Director, Deep South Media

His was the voice of medical authority in an NHS hospital corridor, not far from the dying rooms where you and I have a future appointment.

A weary doctor, who has seen it all so many times.

“Sorry. There is nothing I can do to hasten your mother’s death.”

My mother, 78, in agony, the razor-sharp fingers of terminal cancer playing their violent tune on her emaciated, once-proud body.

Her brown eyes filled with rage, desperation: “Look at me, son. If I was a dog, they would put me down.”

Helpless, bewildered, engulfed in grief, I could only nod in pity, silently questioning the Hippocratic Oath that physicians swear by.

Of that Oath, written by Hippocrates, the father of medicine in Ancient Greece, this: “I will not give a lethal drug to anyone if I am asked, nor will I advise such a plan…”

Which takes us to the Assisted Dying Bill, rejected in a conscience vote by a two-to-one majority in the packed House of Commons on Friday just gone.

There were excellent media relations campaigns from opponents and backers alike, with their arguments backed by evidenced figures.

In essence, doctors would have been allowed to prescribe a lethal dose of medicine to the terminally ill in England and Wales, aged 18 or over, who ask for it and who are deemed to have up to six months left to live.

They would have had to have “voluntary, clear, settled and an informed wish” to end his or her life.

Critics of the Bill successfully argued on legal, religious and moral grounds, citing potential abuse by greedy inheritors putting pressure on the vulnerable to end their lives. They said it encouraged a state-sanctioned culture of suicides.

Campaigners countered with the right to self-determination, saying we should be able to act under own free will, that there will be protocol safeguards in place to prevent subtle or blatant coercion.

Both sides brought their views to the fore, either directly to the media or through press offices and pressure groups at various religious and secular organisations. Regional newspapers canvassed the opinions of local MPs.

Perhaps the way you feel about assisted dying depends on experience?

My hero mum, Joan Wain née Burn, who left rural Northumberland for the bright lights of London at just 17, slipped into a coma for three days before she passed away peacefully in my arms, in a gently-lit side room to the soul-stirring sounds of the John Rutter hymn For the Beauty of the Earth.

But not before she awoke briefly to say three words, the last ones, delivered straight from the heart, a sacred place that not even invidious cancer dare breach.

“I love you.”

Words spoken with the spine-tingling heft of an ancient lineage where courage and endurance reside.

A mother of three, and a grandmother to eight, Joan had done her final selfless act in those three words – she was transferring her inner strength to the next generation, a passing of the baton.

But for her, tormented by unbearable pain, the Hippocratic Oath, despite the best of intentions, had rung hollow.

Yes, the Macmillan nurse said my mum had the “best death” she had seen in a year because compassion is love in action; you have to put your own heartbreak aside to ensure the final journey of a loved one is the best it can be.

However, my mum would have preferred the choice to exit the theatre of life at her choosing because the last few weeks of her “colourful” life were physical torture.

Indeed, my beloved father, Richard, who had an degenerative illness, darkly joked long before his death from a stroke at 74 about joining the “Texan gun club”. He would have, had the law been in place, with medication replacing a revolver. Sadly, he died alone.

Both parents wanted to pass over with dignity in the manner of their choosing, at their own hand, in a time and place which would offer them succour.

Of course, this is a highly emotive issue.

There is no right or wrong answer to the subject of assisted dying.

For communicators on this and on any subject, however straight-forward or complex, it is only right to ensure that we support our assertions with facts and figures.

Those for and against assisted dying did just that.

But facts and figures can never convey the wretchedness of the end where terminal illness is in the driving seat and the patient a helpless, frightened passenger.

Me? When the time comes, I would like the comfort of knowing I can say goodbyes to the people who fill my heart and soul with love, that my hands are on that driving wheel.

Joan Wain with Ron Wain* Ron is pictured with his mum, Joan Wain, a few years ago.

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Life imitating art

by Ron Wain, Joint Managing Director, Deep South Media

You and I are no different.

We are both trying to get by in this lovely-ugly thing called Life.

There are mouths to feed, bills to pay, relationships to be nurtured, money to be made or lost, happiness to be kept or, if elusive, obtained.

Part of what motivates us to roll, creak or bounce out of bed, to crack on with the world we share with seven billion others, is our sense of self worth.

Self worth is a bedrock for you and me.

But it can sometimes buckle under sudden, extreme forces.

Each time there is a tremor, a shift in the tectonic plates of our fragile lives, we can but hope that the experience makes us stronger.

There will always be trials and tribulations, though. The slings and arrows of outrageous fortune. To think otherwise is tantamount to a delusional state.

Indeed, in any business with reputational self-worth, it is always best to be professionally disposed against the workings of chance.

To expect the unexpected in the certain knowledge that Bad Will Happen.

It is not a question of if, but when.

There are organisations which, either wilfully or through ignorance, assume the default position of Nothing Bad Will Happen Because, As The Boss, I Have 156 Other Priorities And How Can I Justify The Expenditure On Emergency Planning And Media Training When There Are So Many Other Financial Demands!

These are the entities in danger of becoming a cropper, being hung out to dry on social media and savaged by an ever-vigilant, information-ravenous media.

Good bosses, by way of contrast, accept the ground will sometimes sway beneath their feet, because they are pragmatic, because they understand the game, because they have mettle.

Take, for example, Peter Brabeck-Letmathe, the veteran chairman of Swiss food giant Nestlé. He is responsible for 340,000 staff, 2,000-plus brands and nearly 450 factories.

Talking to Deirdre Hipwell, a rising star on The Times’ formidable business reporting team, Mr Brabeck-Letmathe stated that criticism, including the “less justified”, helps improve the company.

“You can neither get angry nor annoyed. This is a part you have to handle. And it is my conviction that every time somebody criticises us, it is worthwhile to have a close look, because I am not pretending that we are perfect…so let’s check and if there is a need to do something different, then let’s rectify it.”

You can bet your Maggi two-minute noodles that Nestlé has plans for every contingency, ones that have been repeatedly tested and fine-honed.

Of course, Nestlé brings in sales of almost £60 billion, so it can afford to invest in such detail.

Yet the cost of incident planning, including how to communicate effectively with customers, staff, suppliers and the media, is not sky-high – it is affordable.

Here at Deep South Media, staffed by 11 professionally-qualified news journalists, we provide enlightened companies and organisations with exactly this, backed up with white-heat media interview training.

You can either be a Peter Brabeck-Letmathe, grasping the nettle, or you can allow your reputation to be eviscerated because you thought that the slings and arrows of outrageous fortune only belonged in a Shakespeare play about a deranged Danish prince ranting to a skull, his self-worth shredded.


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Are we losing our square eyes?


Cliff 2By Cliff Moore, Account Director, Deep South Media

The author and journalist Edward Lucas was arguing the other day that because television – or the Devil’s Box as he dubbed it – was no longer ‘the centre of cultural life’ there was no justification for the continuation of the TV licence fee.

He made persuasive points, as one would expect from a senior editor at The Economist, and I almost found myself believing him.

Whether or not the BBC deserves to keep the fee will probably be debated until the white dot at the centre of the screen disappears – and I can see both sides of this argument.

The BBC is a British institution and must be preserved, but it is flabby, wasteful with public money and an easy target for the Government over its perceived bias so obviously reform is needed.

However, what was more interesting was the line that Mr Lucas, who was writing in a respected national newspaper, had never owned a TV and nor had his parents (his father was an Oxford don) when he was growing up.

Therefore he would have been excluded from a great deal of social interaction when younger as the previous night’s TV (along with the weather) was generally the hottest topic of conversation back in the 1970s.

In the days before the interweb was invented, TV, radio and newspapers were generally our only sources of information and popular culture – and to restrict yourself to missing out on a third of that was to really keep yourself in the dark.

And that, be it for better or worse, must surely have shaped the future adult that Edward Lucas was to become. He would have had a significant lack of reference points from the likes of Blue Peter, Horizon or even On The Buses (to name but three at random) – but would an increased amount of erudite knowledge make him a better person?


But, given that so many people have learned so much from TV, I can’t really believe that its existence has been anything other than a good thing.

But what of today?

I have instant access to hundreds of channels, but probably watch 10 on a regular basis. What do I learn? That watching TV costs me considerably more than it has ever done and without sport I’d probably be left with Ripper Street, Mock The Week and Only Connect as my only viewing habits.

The many and various ways of watching programmes and receiving information that are available now have certainly negated television’s influence and it is a damn sight easier to be TV-free and still keep up with life than it was in the 1970s.

But, in so many households, TV remains the dominant centre of cultural and social life – otherwise why are we buying them in ever-increasing sizes?

My daughter often prefers to watch on her iPad, others do on a phone, but traditionalists such as me will stick with a large screen, even if I do opt to decide what to watch and when.

Pass me the remote…

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Keep your comments to yourself


By Cliff Moore, Account Director, Deep South Media

Cliff 2It was a good point well made… that people who comment on stories on newspaper websites do not represent the views of the majority.

Step forward and take a bow Kevin Ward, editor of regional daily the South Wales Argus, who has hit out at the intolerance and bigotry often contained within such comments.

Even citing his own newspaper as an example, Kevin rails in his Editor’s Chair column against the dismal diatribes posted by the generally anonymous contributors who hide behind pseudonyms to peddle their vicious views.

He is exactly right in his suggestion that we should not use the internet ‘as a barometer of public opinion’.

It is probably precisely the opposite.

The internet is inhabited by all sorts of nasties, trolls, nutcases with personal agendas, nutcases with impersonal agendas, crazies, weirdos, idiots, fools, misfits, the simple minded, halfwits, blockheads, clods, the depraved, bigots, racists, perverts (I could go on)….

And that leaves, cowering somewhere in the corner hoping not to be spotted, the right-minded members of society, the man on the Clapham omnibus, the reasonable, the humane, the helpful…

These are the people in the vast majority. The others, the minority, simple shout the loudest in airing their often obnoxious opinions

There is little chance, therefore, that any internet forum – be it on a newspaper website or elsewhere – will remain sensible.

In an ideal world, comments would be supportive and helpful, perhaps bulking out the initial story with extra information, observations and constructive criticism.

And, occasionally, they can inject a welcome dose of humour.

However, while comments on articles may routinely begin in a sane manner it is highly likely they soon will be hijacked and taken over by the splenetic keyboard warriors.

And these trolls don’t care about the sensitivity of the stories upon which they leave their vile views – deaths and tragedies are just as prone to infiltration as any other subject.

It brings back memories of a previous incarnation of mine at a daily newspaper office where one of my tasks was to redact comments from the website to publish in the paper.

What a struggle it was. The vile, the idiotic, the libellous and the racist comments had to be rejected. Then those who had plainly misunderstood the story and whose comments were therefore plain wrong would have to go.

Then comments completely unconnected with the original article would go down the pan, followed by contributors using comedy names such as Hugh Jarse (but much worse, believe me) biting the dust.

Finally those whose previous online behaviour had led them to be banned by the paper would try and worm their way back in with a new ID and email address and would have to be filtered out.

Some days that didn’t leave a lot.

And it does make me wonder, even in this social media age of fast-moving and increasing immediacy, whether it is worth bothering with comments from readers on any stories at all.

Newspapers tolerate them because they offer some sort of connection with readers.

They also can be a handy tool (along with Facebook and Twitter) for beleaguered newsdesks to garner information on fast-developing stories (such as identity of crash victims).

However, for my part, I would rather just read and digest the article and move on to the next one. I don’t really care what anyone else thinks about it.



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