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Guest posts and mentions
Here is a running list of industry titles where I have been asked to provide a quote or a guest article; podcasts and webinars I have hosted, events I have spoken at and business books to which I have contributed chapters.
February 2019
Headline: Celebrity marketing fees fall by two-thirds in two years amid shift to micro-influencers
Media outlet: CITY A.M.
CITY A.M., the financial newspaper, asked me to contribute a quote for an article exploring fall in pricing for celebrity endorsers, and the difference between influencer marketing and celebrity endorsement.
February 2019
Headline: Industry judge for the Performance Marketing Awards
Media outlet: Performance Marketing Awards
Organisers of the prestigious Performance Marketing Awards included me on their expert industry panel for this year’s awards event.
February 2019
Headline:Industry Responds to BBC Panorama Documentary on Influencer Marketing
Media outlet: Talking Influence
Following a BBC Panorama investigation into the use of influencers in the advertising industry online title, Talking Influence asked for quote about the film’s balance and the context of the influencer marketing ecosystem.
January 2019
Headline: CIPR welcomes influencers’ commitment to transparency
Media outlet: Chartered Institute of Public Relations (CIPR)
The CIPR asked for a comment to complement it’s official statement regarding the Competition and Markets Authority’s decision to accept a pledge by 16 prominent UK-based influencers to abide by transparency regulations on social media posts.
January 2019
Headline: Keynote speech PRCA Trends 2019 conference
Media outlet: PR and Communications Association (PRCA)
Gave keynote address to senior PR practitioners at the PRCA Trends 2019 conference. The lecture covered opportunities and threats presented by influencer marketing to the PR industry. I then chaired an expert panel which built on the key influencer themes for 2019.
January 2019
Headline: University lecture – introduction to influencer marketing
Media outlet: Boston University, London
Lectured on influencer marketing at Boston University, South Kensington, London. The lecturer was a primer to best practice within the discipline for first-year PR and advertising undergraduates.
January 2019
Headline: Elected to the PR and Communications Council
Media outlet: PR and Communications Association (PRCA)
The PR and Communications Council provides a formal mechanism to consult with the industry’s most senior practitioners on the issues PR and communications faces; to act as a think-tank for the industry; to inform the PRCA’s strategic priorities; and to produce helpful commentary, advice and best-practice guidance for PR and communications professionals.
January 2019
Headline: Selected as a judge for the CIPR Excellence Awards
Media outlet: Chartered Institute of Public Relations (CIPR)
The CIPR Excellence Awards are the PR industry’s most prestigious celebration of creativity and professionalism. Winners are selected from 31 categories.
December 2018
Media outlet: CITY A.M.
CITY A.M., the financial newspaper, asked me to contribute towards a debate entitled: Is the Asos profit warning a sign that online retailers face the same challenges as the high street?
December 2018
Headline: The influencer 50: the top 50 industry players from 2018
Media outlet: Talking Influence
Named as one of the top 50 influencer marketers within the industry. The #Influencer50 is an annual initiative that recognises the wealth of talent within the ever-growing influencer marketing industry. The alphabetical list is curated from a B2B perspective from peer nominations and research conducted by the team at Talking Influence.
December 2018
Headline: The Influencer Marketing Awards 2019 announces its judges
Media outlet: Influencer Marketing Awards
Named as a judge for the 2019 Influencer Marketing Awards. The event aims to spotlight the best influencer marketing campaigns designed and developed with the brand or client in mind which are smartly executed, creative and innovative with clear transparent KPIs and objectives.
November 2018
Headline: Analysis: Social media – Insuring influencers
Media outlet: Insurance Post magazine
Interviewed by Insurance Post magazine – as regulators are spelling out the rules for influencers advertising services and products, insurers and brokers are starting to adapt their policies to these social media personalities making a living out of their online fame.
November 2018
Headline: Influencer recommendations are not celebrity endorsements
Media outlet: The Drum
Quoted extensively in an article by the Drum – the marketing and media industries news site. The feature article focused on the differences between celebrity endorsement and influencer marketing.
November 2018
Headline: Platinum: The CIPR at 70
Media outlet: Chartered Institute of Public Relations (CIPR)
The Chartered Insitute of Public Relations celebrated 70 years since its foundation in 2018. To commemorate the milestone a book charting current best practice in the industry was commissioned. I contributed a chapter on the business of influencer and how to derive return on investment from the discipline.
November 2018
Headline: Introduction to influencer marketing for charities
Media outlet: World Animal Protection
Gave keynote session at the World Animal Protection global communications summit. Highlighted the difference between celebrity endorsement and influencer marketing and the opportunities for charities and purposeful organisations to work on cause marketing projects.
October 2018
Headline: How to get the best results with influencer marketing
Media outlet: Vuelio
Vuelio asked me to write an article which covered some of the questions raised in a recent webinar I hosted for the PR software firm.
October 2018
Headline: Pay to Play – Fake Followers, Fraud And The Ethics Of Influencer Marketing – Vuelio Webinar
Media outlet: Vuelio
Hosted a webinar on behalf of Vuelio the PR software firm covering fake followers, fraud and the ethics of influencer marketing.
October 2018
Headline: Speaker at the Influencer Marketing Show
Media outlet: Influencer Marketing Show
Speaker at the Influencer Marketing Show in London. Chaired an expert panel debating authenticity, transparency and disclosure within influencer marketing.
October 2018
Headline: An introduction to influencer marketing
Media outlet: University of Westminster
Lectured on influencer marketing at the University of Westminster. The lecturer was a primer to best practice within the discipline for first-year PR and advertising undergraduates.
October 2018
Headline: Q&A: Scott Guthrie on the ASA and Transparency within the Influencer Marketing Channel
Media outlet: Talking Influence
Interviewed by Talking Influence magazine about transparency and disclosure within influencer marketing ahead of the Influencer Marketing Show.
September 2018
Headline: ‘Blurred lines’ – closing in on the influencer frauds
Media outlet: PR Week
Quoted in PR Week alongside the PRCA director general and the president of the CIPR about the need for influencer marketing discipline to mature, the blurred lines between the creative industries and the importance of effectively vetting influencers before working with them on brand activations.
September 2018
Headline: How to gain control of your influencer marketing, from Scott Guthrie
Media outlet: PR Moment
Wrote a guest post for PR Moment, the PR and communications news and analysis site and awards company. The article covered ways in which PR practitioners can earn better results from their influencer marketing campaigns and help tame the Wild West of influencer marketing.
August 2018
5 Influencer Marketing lessons from Scott Guthrie
Vuelio, the leading UK provider of PR software: Media Database, Media Monitoring, Press Release Distribution and Media Analysis, wrote an influencer marketing post based on five of my key points.
August 2018
Influencer marketing: Fake Follower Fraud, Influencer Metrics and #AD
I spoke with Jake O’Neill, marketing manager of Vuelio to discuss influencer fraud, why buying fake followers could be a crime, what metrics PRs and brands should be using when working with collaborators and why #ad is proving problematic for the whole industry.
July 2018
DEBATE: Was Kit Kat right to try and trademark its shape?
The CityAm financial newspaper asked me to appear in one of its weekly debates. On this occasion the debate was to argue agains Nestle attempting to trademark the shape of its chocolate bar.
June 2018
Digital Download with Paul Sutton: the lowdown on B2B influencer marketing
Paul Sutton, founder of Digital Download asked me to feature in a podcast interview on B2B influencer marketing. Some of topics we cover in the half-hour include the key differences between B2B and B2C influencer marketing. How the marketing approach differs. Why closed social channels are so important for the B2B sector. And, why knowledge and being meaningful are so important to B2B influencer marketing.
June 2018
18 Expert Tips for Running Your First Influencer Marketing Campaign
Databox, a business analytics platform asked me to contribute to a round-up blog post it was writing. I was asked to give a short insight into B2B influencer marketing. The end piece focuses on running your first influencer marketing campaign, however.
June 2018
Business Features Editor, Luke Graham asked me for a contribution to an article on authenticity within influencer marketing. “Failure to disclose a material connection with a brand diminishes trust. Lose trust and you lose the power to influence an audience and with it the hope of future promotional work.”
June 2018
Sipsmith: scaling an artisanal gin globally through influencer marketing
Traackr, the influencer marketing platform, commissioned me to interview leading enterprise influencer marketers for its global series “Influencer Marketing at Scale”. In this interview, I speak with Shelley Macintyre, Global and UK Marketing Director at Sipsmith about building and scaling a brand through influencer marketing.
May 2018
How The Body Shop Works With Influencers To Drive Both Social Change And Product Sales
Traackr, the influencer marketing platform, commissioned me to interview leading enterprise influencer marketers for its global series “Influencer Marketing at Scale”. In this interview I speak with Charlotte Amouy Adjchavanich, the Integrated International Brand Communications Director for The Body Shop about influencer marketing at scale and how The Body Shop works with influencers to drive social change as well as to drive product sales.
May 2018
Top 7 influencer marketing mistakes and how to avoid them
How to spot 7 common influencer marketing mistakes and then avoid making them through better planning, relationship building, co-creation and more. I was commissioned to write this article for CampaignDeus the marketing industry’s leading independent provider of influencer campaign analysis, benchmarking & reporting.
May 2018
The Chartered Insitute of Public Relations invited me to speak about influencer marketing at one of their regional annual conferences. Under the theme BestPRactice18 the East Anglia region ran a half-day conference covering leadingn with purpose, social media, crisis management, running agile public relations and influencer marketing.
April 2018
How Meliá Hotels International Scales Influencer Marketing Across 7 Brands and 4 Continents
Traackr, the influencer marketing platform, commissioned me to interview leading enterprise influencer marketers for its global series “Influencer Marketing at Scale”. In this interview I speak with Santiago Garcia Solimei, Global Director of Social Media, Meliá Hotels International to better understand how this resort and city hotel operator works with influencers globally at an enterprise level.
April 2018
Coachella: influencer marketing success stories
Coachella has become a Mecca for brands connecting with millennials and Generation Z through influencer marketing. Read which brands got it right in 2018. I was commissioned to write this article for CampaignDeus the marketing industry’s leading independent provider of influencer campaign analysis, benchmarking & reporting.
April 2018
[Video] This is Why Influencer Marketing Should be Long-term, Win-Win and Measurable
Traackr, the influencer marketing platform interviewed me as part of their expert series: ‘My influencer marketing philosophy’. The series showcases those advise on, execute and scale influencer programs every day.
April 2018
9 reasons why not all influencer engagement is created equal
As engagement replaces audience reach as a key compensation metric within influencer marketing we offer 9 reasons why not all influencer engagement is created equal. I was commissioned to write this article for CampaignDeus the marketing industry’s leading independent provider of influencer campaign analysis, benchmarking & reporting.
March 2018
Why brands need to make their messaging more authentic
CityAm interviewed me for a story describing how authenticity can go a long way to help build consumer trust in a brand and why it’s one of the reasons why companies keep partnering with online influencers.
March 2018
How to write an influencer creative brief [checklist]
How to write an influencer creative brief. Start an influencer partnership off on the right track with a set of guardrails which harness the best of structure and creativity. I was commissioned to write this article for CampaignDeus the marketing industry’s leading independent provider of influencer campaign analysis, benchmarking & reporting.
![How to write an influencer creative brief [checklist]](http://sabguthrie.info/wp-content/uploads/2018/03/How-to-write-an-influencer-creative-brief-checklist.jpg)
March 2018
Blogger Spotlight: Scott Guthrie
Vuelio, the leading UK provider of PR software: Media Database, Media Monitoring, Press Release Distribution and Media Analysis, ran an interview with me.
March 2018
How YouTubers make money beyond Ad Revenue
Yes, YouTube Creators earn revenue via AdSense. For savvy influencers this is just one revenue stream. One, which is becoming ever less important as influencers diversify. I was commissioned to write this article for CampaignDeus the marketing industry’s leading independent provider of influencer campaign analysis, benchmarking & reporting.
February 2018
This website became ranked as a UK Top 10 PR blog by Vuelio, the leading UK provider of PR software: Media Database, Media Monitoring, Press Release Distribution and Media Analysis.
February 2018
How influencer “fails” force influencer marketing to mature
By highlighting bad practice influencer fails will force the industry to try harder to improve and mature. After all, sunlight is the best disinfectant. I was commissioned to write this article for CampaignDeus the marketing industry’s leading independent provider of influencer campaign analysis, benchmarking & reporting.
January 2018
Influencers must work hard to earn trust in 2018
In response to a spate of social media influencer ‘fails’ business newspaper, City AM, contacted me for comment and to provide advice on how influencers could work better with brands.
January 2018
How to conquer change in influencer marketing evaluation
A core tenet of change is that we change for a reason. There is a specific reason or objective for any change. Accurate data and robust, independent campaign performance evaluation, along with industry benchmarking, will become a fundamental part of the influencer marketing campaign planning process because the industry can no longer afford to fudge the monitoring and evaluation of its work. I was commissioned to write this article for CampaignDeus the marketing industry’s leading independent provider of influencer campaign analysis, benchmarking & reporting.
December 2017
How influencers are building their own brands beyond content
As the influencer marketing discipline matures some influencers are recognising their value beyond earning money via ad revenue and through the promotion of established brands. More and more influencers are starting to create their own products and services. I was commissioned to write this article for CampaignDeus the marketing industry’s leading independent provider of influencer campaign analysis, benchmarking & reporting.
November, 2017
I contributed to the governance and influencer marketing sections of Stephen Waddington’s analysis of the opportunities and challenges facing public relations in 2018. Stephen is the Chief Engagement Officer and a partner at global communications agency, Ketchum. He is also a professor of public relations at Newcastle University. 
November 2017
12 top influencer marketing predictions for 2018
2017 is the year influencer marketing entered the mainstream here I pick out 12 key themes that will shape the industry in 2018. I was commissioned to write this article for CampaignDeus the marketing industry’s leading independent provider of influencer campaign analysis, benchmarking & reporting.
October 2017
An interview with CampaignDeus’ CEO: Bringing transparency to influencer marketing
CampaignDeus, the marketing industry’s leading independent provider of influencer campaign analysis, benchmarking & reporting commissioned me to write a series of blog posts. From the fundamental questions, every marketer should ask before embarking on an influencer marketing campaign to where he sees the industry heading. I sat down with CampaignDeus’ CEO, Muhsen Syed, and asked for his insight into the burgeoning influencer marketing industry.
October 2017
EngageHub, the ‘Hubspot for startups’ – an all-in-one marketing platform asked me to take part in a round-up feature article called: How to get promoted by influencers when you are a ‘nobody’ (new brand). I was quoted alongside industry leaders such as Philip Brown, Shane Barker, Tamara McCleary, Mark W. Schaefer and Werner Geyser.
October 2017
CampaignDeus, the marketing industry’s leading independent provider of influencer campaign analysis, benchmarking & reporting commissioned me to write a series of blog posts.
October 2017
CampaignDeus, the marketing industry’s leading independent provider of influencer campaign analysis, benchmarking & reporting commissioned me to write a series of blog posts.
February 2017
Prezly, the corporate communications SAAS company interviewed me for its PR Academy – a central hub for learning about Public Relations. The article is called: Expert interview – Scott Guthrie on PR in the Digital Age.
September 2016
Edited and curated by CIPR president elect, Sarah Hall #FuturePRoof: Edition Two is a follow up book to the popular text from 2015. Sarah asked me to contribute a chapter on the rise of influencer relations and how PR practitioners can capitalise on this discipline.
August 2016
Interviewed for the Q3 edition of Influence the Chartered Institute of Public Relations printed magazine. Appeared in the feature story on the new, subtle art of influencer marketing.
July 2016
Key note speaker. My latest speaker event was at a Curzon PR . CEO, Farzana Baduel asked me to deliver a key note speech on the future of influencer marketing.
June 2016
Quoted by Zude PR on an article about highly productive communicators’ habits: Learn the daily habits of 28 highly productive communicators.
May 2016
Quoted in The Drum, global media platform and the biggest marketing website in Europe, by Dom Burch, former senior director of marketing innovation and new revenue at Walmart UK (Asda).
April 2016
I wrote about the process involved in identifying, selecting and recruiting the most appropriate influencer for your communications objectives for the Ketchum blog. Ketchum is a global public relations and marketing agency.
April 2016
Laura Sutherland, MD of Aura PR, quoted me in an article she wrote for Chartered Institute of Public Relations publication Influence.
April 2016
MyNewsdesk asked me to contribute to their global journalism trends 2016 survey [opens as a PDF].
“PR professionals need to build relationships with influencers by developing mutually rewarding relationships. In the earned space that means being useful to them. Knowing what sort of content they produce. Knowing what they’ve written about recently and being able to help by giving them information which furthers that conversation”.
April 2016
Vuelio featured me in an article: The tricky business of influencer marketing. The article focused on disclosure regulations for influencer marketing and where the discipline is heading.
April 2016
Curzon PR asked me for an influencer relations quote for their PR quote of the week feature.
April 2016
Stephen Waddington, Chief Engagement Officer at global communications agency, Ketchum, asked me for a quote about a government agency now spotlighting disclosure in online advertisements and sponsored content.
“A piece of content doesn’t become an advertisement just because it’s paid for. To be an ad the content has to be paid for and controlled by the brand. A brand paying an influencer to post an image is an ad. A brand asking an influencer to create some content based on a creative brief will be sponsorship.”
March 2016
In 2012 Brian Solis coined the term Pillars of Influence describing them as reach, resonance and relevance. In a guest post written for the Ketchum blog I argue it is time to add four new pillars. Ketchum is a global public relations and marketing agency.
December 2015
Owned and run by Gini Dietrich, a global top 10 influencer in the PR landscape and CEO of Arment Dietrich, a Chicago-based integrated marketing communications firm, Spin Sucks consistently ranks as a top 10 global PR website.
I was included in a PR tool round up in December 2015
December 2015
Frederik Vincx is a PR software designer and innovation & change consultant. Frederik has quoted me a couple times in this comprehensive guide to modernizing PR team workflow – I also get a plug as a change management consultant he would recommend.
How to modernize your PR team workflow – the essential guide was published in December 2015.
November 2015
I was asked to write a blog post for Spin Sucks – a global top 10 PR blog. Here I explore the power of building a community of action. I take the #PRstack community as my model.
How to use #PRstack to create a community of action was published in November 2015.
November 2015
Stephen Waddington is partner and Chief Engagement Officer at Ketchum – a global public relations firm. He asked me to write a guest post to continue a discussion on common grammar, punctuation and spelling errors.
Back to school: common grammar, punctuation, and spelling errors was published in November 2015.
November 2015
The Public Relations Consultants Association (PRCA) launched its fourth annual report benchmarking the practices of in-house PR and communications teams. I was asked by the association to write a brief summary article of the key insights from the new report on the changing face of PR and communications professionals.
PRCA in-house benchmarking report: good, bad, and surprising results was published in November 2015.
November 2015
Edited and curated by public relations consultant and agency owner Sarah Hall the #FuturePRoof book is a collection of chapters written by PR academics and practitioners. Sarah asked me to contribute a chapter on how automation alters PR workflow.
Francis Ingham, Director General, PRCA, Chief Executive, ICCO and Master of The Company of PR Practitioners said of the book:
“This carefully edited guide aimed at reasserting PR’s value as a management discipline explores the opportunity for public relations today and embraces topics such as skills and professional development, the move to paid, C-Suite reporting and much more. Featuring 33 highly skilled practitioners, many of whom are PRCA members, #FuturePRoof is set to become an indispensable handbook for managers of comms teams everywhere.”
Chapter 18: How automation changes PR workflow was published within #FuturePRoof by Blurb in November 2015.
October 2015
The Chartered Insurance Institute (CII) is the leading professional body for the global financial services profession. It exists to promote higher standards of integrity, technical competence and business capability. With over 115,000 members in more than 150 countries, the CII is the world’s largest professional body dedicated to insurance and financial services. This article was commissioned by the CII for its members’ magazine – the Journal. Distributed to all 115,000+ members.
Leading the way was published in the Journal in October 2015
October 2015
Ted Coine is a Forbes top 20 influencer and co-author of A World Gone Social. He commissioned me to write a guest post for OP|EN for Business. I am now one of a handful of ‘extraordinary people’ who write for this influential US-based blog aimed at providing insights into the social age for the C-suite.
The social age needs real, human leadership was published in October 2015
October 2015
Firms need to build change into their corporate DNA as our understanding about organisational change shifts from it being project based to a perpetual cycle. The old way to ‘deal’ with change was to rent expertise from change management consultants. But it’s know-how not know-what that enables companies to achieve their corporate goals. I was asked to join an international group of communicators and change management practitioners to contribute a chapter covering how the discipline of change is evolving to meet the demands or today’s uncertain, unpredictable and complex business world.
Chapter 4: New change management: building creative firms was published within A communicator’s guide to successful change management in October 2015
August 2015
Ted Coine is a Forbes top 20 influencer and co-author of A World Gone Social. He commissioned me to write a guest post for OP|EN for Business. I am now one of a handful of ‘extraordinary people’ who write for this influential US-based blog aimed at providing insights into the social age for the C-suite.
3 Ways to build c-suite digital presence was published in August 2015
June 2015
#PRstack is an open source project that characterises the public relations third-party tool market. It lists over 150 tools, mapping them against the public relations workflow. I contributed a chapter to the first volume of books.
Chapter 11: Using Circloscope to build relationships on Google+ was published within My #PRstack: a practical guide to modern PR tools and workflow was originally published in June 2015
April 2015
Ted Coine is a Forbes top 20 influencer and co-author of A World Gone Social. He commissioned me to write a guest post for OP|EN for Business. I am now one of a handful of ‘extraordinary people’ who write for this influential US-based blog aimed at providing insights into the social age for the C-suite.
Identify Business Success by Monitoring Social Media was published in April 2015
