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Guest posts and mentions
As well as writing here at sabguthrie.info and at Short Thoughts and curating influencer marketing content at InfluencerMarketingLab I have been asked to write guest posts, magazine articles and book chapters. Here is a collection of my most recent contributions along with where I have been quoted in other publications.
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.
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 wrote 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 wrote 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 wrote 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 wrote 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 wrote 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. In this post for CampaignDeus I pick out 12 key themes that will shape the industry in 2018.
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 to write a series of blog posts.
October, 2017
CampaignDeus, the marketing industry’s leading independent provider of influencer campaign analysis, benchmarking & reporting commissioned 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
