Let's begin with a secret.

​When I was at University, the most popular activity amongst my friends was beer, parties and sex. A noble hobby, I grant you.

I, however, gratified myself with a collection of magazines — supermarket food magazines, to be precise. You know the ones... always glossy, always free, always drool-inducing.

Earlier this week, we shared news of our dynamic new client, WaterBear Music College.

As we close WEEK #1 of our publicity management activities for this much-loved college, we'd like to thank National World journalists Sarah Marshall & Louise Hollingsworth for their print and digital distribution support across regional titles Yorkshire Post, Sheffield Star, Sheffield Telegraph & Scarborough News. And, a big "thank you" to Joe Food at Exposed Magazine. 
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Have you ever noticed how, when a PR agency announces a new client, the announcement follows a somewhat predictable structure?

1: "We're delighted to announce... "
2: Then a bit detailing who the client is...
3: Next up, why the client is wonderful...
4: And finally, "We're looking forward to..."

Have you noticed, via our excessively brilliant copywriting tips, that human behaviour is our jam? It'll come as no surprise to hear, then, that when we partner with freelance PR specialists, we set a high bar. We look for a unique set of traits, qualities, perspectives, behaviours and irks. But what are they?

Did you know that we, ICONS & MACHINES, were founded in 2018 by 2 x award-winning writer/presenter/content creator/documentary maker CK Goldiing? Oh, sorry, thought we'd mentioned it.

Since we opened our London location in June last year, CK has assembled a sensational crew of talent to bring to life his new TV show concept.​
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In classic Newsjacking style, brands were out in force today playfully capitalising on the biggest breaking news story of the week — Boris Johnson's demise. Among the usual suspects enjoying the trending tailwind was KFC, Burger King, Brewdog, Iceland and more.

Across 48 volatile hours, over 50 MPs quit Boris Johnson's government. Of course, this resulted in not only the biggest political crisis in recent years, but Mr Johnson's inevitable resignation, too.

Having watched his resignation speech with the same morbid fascination that you did, there's great value in us dissecting it, after all, crisis management is a key function of any business... and as your forever helpful PR agency, it's our pleasure to divulge some of the fundamentals of effective crisis management.

So, based on Mr Johnson's speech, here are 3 techniques you can deploy to minimise brand damage and protect your reputation during a media crisis.
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It's official, podcasts are a PR goldmine. 41% of British people listen to a podcast on at least a monthly basis, meaning you have a tantalising and relatively barrier-less opportunity to introduce new audiences to your brand. Better still, thanks to our Ego Delay Technique (EDT), we're placing our clients on the most listened-to and respected shows every week. Now it's your turn to leverage the Ego Delay Technique in your PR pitches.

​But first, here's how we developed EDT

Long before instagram made 'life quotes' as popular as breathing, I watched three lawyers talking in the ladies' toilets. What one of them said left me speechless. With unshakable confidence, she leaned into her young apprentice and said:

"You can never rely on someone's interest in your affairs, but one thing you can guarantee, is their investment in their own."

Awed by her wisdom, I wasn't surprised by it, after all, she was a character created by my favourite TV producer of all time: the multi award-winning genius David E. Kelley. I first saw that bathroom scene — in U.S drama series Boston Legal — over twenty years ago, yet to this day, it plays in my thoughts each time I pitch clients for podcasts, TV, radio, print or online. Why? Because when I reach-out to these media publishers, that quote directly influences how I craft my opening paragraph.

​Lets see how.
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