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Borkowski Weekly Media Trends: #TrumpStuntWatch | Tory leadership | Raheem Sterling blunder | Champions League streaker

Borkowski Weekly Media Trends

Donald Trump's State Visit has dominated proceedings this week but we've also seen the next steps in the Tory leadership contest and two examples: one triumphant, one disastrous of attempted reputation building in the football world.

Wit wins over anger but nothing dented the President’s pigheaded self-assurance
President Donald Trump was in town this week for his contentious State Visit and despite his confident dismissal of the very idea that anyone would protest his presence, chatter was dominated by the thousands who took to the streets to protest the decision to roll out the red carpet for an orange buffoon.
As he enjoyed what was described by our founder Mark Borkowski as “a PR gift”, a raft of protest stunts bubbled around the main event, with the most bombastic gaining the most traction. The protest veteran Trump Baby battled for attention with a plucky debutant - a sixteen-foot farting robot on a golden toilet.
In the fight for the spotlight – size certainly does matter: giant phallic messages mown into fields on the Stanstead flight path jostled with looming Led By Donkeys’ billboards - revealing what Boris really thinks of Trump and dispelling myths about his approval rating. Any good Brit should be able to pride themselves on being able to insult an American so well that they don’t realise that they’ve even been criticised until months latter – but on this occasion our quiet, biting sarcasm perhaps deserted us.
A nice small-scale stunt came in the form of women dressed as characters from The Handmaids Tale: visually striking, poignant and made a specific political point. And our old friend Alison Jackson had some fun with one of her storied lookalikes.
We’ve been critical of ‘milkshaking’ before in these trends and the tide does seem to have turned against this kind of direct action after some disgraceful scenes of intimidation and even physical violence against Trump supporters, behaviour completely contrary to the values those protesting Trump should be espousing. 
Jeremy Corbyn also proved ineffective, with his boycott of the state banquet and protest speech the following day critiqued in most quarters as both unstatesmanlike and tedious, but then again nothing really put a dent in his armour of total self-belief and lack of self-awareness. Trump's, that is.

Tory leadership cultural preferences: what they should have said

Today The Times ran a fun piece about the Tory leadership candidates’ cultural lives (except Dominic Raab, whose lack of participation suggests a cultural knowledge akin to Malcolm Tucker’s infamous Star Wars analogy).
Answers ranged from the intriguing to the disappointing: Jeremy Hunt is a great Latin dancer but reads Kissinger, they all like Game of Thrones, Sajid Javid likes It’s a Wonderful Life but reads Ayn Rand… it’s an inconsistent mix of universal zeitgeist and crusty old Tory stereotypes.

But what would the ideal answers have been to woo Tory voters of all ages and demographics?

We asked our Arts & Entertainment team to weigh in:

Book: Pick two; one heart-bleedingly patriotic and another to show that your patriotism doesn’t mean you’re racist. We’d go for a quintessential rags-to-riches tale like Nicholas Nickleby or David Copperfield: demonstrating social mobility without suggesting that the government should have a role in it. Then something culturally diverse which also avoids aping Jenna Maroney in 30 Rock claiming her favourite book was The Quran…so maybe something by Kazuo Ishiguro who is a unique mix of famous, edgy, British and foreign.

Film: Go for something which appeals to both film snobs who’ve watched the entire Battleship Potemkin and people who think that the Rambo series is a metaphor. To achieve this, pick genre films but rule out anything that will make you seem psychotic: horror, psychological thriller or gross out comedy (sadly eliminating The Exorcist, Silence of the Lambs or Bridesmaids), which leaves open options such as Toy Story, Little Miss Sunshine or, if you want to appeal to blokey blokes, Mad Max Fury Road or Black Panther.

TV: In The Times piece they all missed a trick. Game of Thrones’ ending was crap and anyone who doesn’t acknowledge that clearly either hasn’t watched it or hasn’t watched anything else. Stick to other classics: The Sopranos, Breaking Bad, The Wire, Mad Men, West Wing (if you want to appeal to moderates).

Stage: Both Hamilton and Cursed Child are probably too liberal in origin for the Tory base, whereas something as heavy as Shakespeare would be alienating to any readership except the Times’. Jeremy Hunt picking ‘anything by Jez Butterworth or David Hare’ was solid in this respect, and if you wanted to pick a musical you could also throw-in Matilda or Come From Away without provoking outrage.

Music: Politicians slip up at this one either by trying to be too cool or not trying hard enough and coming across excruciatingly lame. Too cool: Lizzo, Dave and Billie Eilish. Too lame: Matt Hancock’s praise of Ed Sheeran and Jess Glynne came across as painfully basic. You might just get away with George Ezra, Dua Lipa or Lewis Capaldi if you’re going contemporary. If not, Classic FM or Scala Radio are both solid touchpoints even for those who find classical music alienating so Hunt did not badly there too.
And lastly on the theme that throws the politician against the cultural symbol, play this brilliant game and try to work out if you can tell which right wing paragon said what – Raab or  Amerocam Psycho's Patrick Bateman.

Sterling gets hospital pass from PR blunder
A cautionary tale from the world of sport this week. A PR agency working for England star Raheem Sterling sent out a press release announcing that their client had been chosen to captain the national team ahead of their UEFA National League semi-final against The Netherlands on Thursday evening. This, despite there being no confirmation from the Football Association or England manager Gareth Southgate.

Apart from anything else, the rumour of Sterling captaining the team despite the country’s two regular captains also featuring in the wider squad threatened to reveal England’s line-up (and therefore likely tactics) for the match.

After an underwhelming performance at the World Cup last summer, Sterling is in a good place, currently regarded as one of England’s best players. But he’s also had to build his reputation around a torrent of attacks by the tabloid media including criticism for how he spends his admittedly astronomical wages, and criticism for displaying a tattoo of an M16 assault rifle on his shin - which he then revealed was a tribute to his father who was shot dead in Kingston, Jamaica.

Current PR norms provide two options for footballers; either play it completely safe, or aggressively pursue sponsorship deals. There is little creative room for much else.

Sterling’s ability to win the nation’s respect and admiration despite his status as a tabloid panto villain shows that he’s much, much more than a clothes horse, but he was failed by a short-termist strategy that couldn’t see a bigger picture than the captain’s armband. Football is changing, as is the role of its stars; PR must change with it.

Could Champions League streaker reignite a vintage stunt?

The act of disrupting sports events, politics or concerts seems to have reached a point of diminishing returns.

Two instances this year come to mind: footballer Jack Grealish getting punched by a fan and the naked Brexit demonstration: both were moments of madness whose messages did not last long in the memory.

Neither apply to last week’s notorious Champions League Final streak.
A scantily dressed voluptuous woman burst onto the pitch, making it to the centre circle before being apprehended rather sheepishly.

With the audience is millions of sports fans, mostly men-who-watch-football, the safe bet was that she would pick up traction…and a lot of it.

Compounded by a pretty lethargic match, she received headlines worldwide and gained 500k Instagram followers in 24 hours, rising to over 2m.

Instagram have allegedly banned her account for suspicious follower activity since…but the promotional power of the prank doesn’t end there: She was promoting her boyfriend’s website Vitaly Uncensored – a platform run by an internet prankster who recently quit YouTube to create an X-rated prank hub featuring content that wouldn’t make it pass YouTubes filters.

This pay-to-view site – according to Google Trends data – has since driven thousands of new subscriptions. Vitaly merged the old school stuntiness of a ‘streak’ with the titillation on which he hopes to build the new site. Right or wrong, it’s telling that in an age where streakers aren’t usually show on camera, even the broadcaster and cameracrew couldn’t divert their attention…

Delivering Big Publicity Ideas 


Borkowski Weekly Media Trends: Gavin & Stacey | Botswana Elephant scandal | Love Island

Borkowski Weekly Media Trends

Last week we predicted that the Prime Minister's resignation would dominate the headlines and that the unfancied Rory Stewart might be a dark horse as her replacement. We were right about at least one of those things.

While we're on predictions, a couple of weeks back we prophesied that viral marketing could be a great tool to increase the fame of women's football...the England women's team backed up that hypothesis but did so with a hand-wringingly cringe re-write of 'Three Lions' worthy of Bill Nighy's character in Love Actually.

We also talked about James Charles and how 'Cancel' culture is creating new levels of accountability for Influencers, something we saw again this week in the escalating feud between YouTuber brothers Deji and KSI. So you win some you lose some.

And you don't have to take our word for it - all of our trends are now archived on the Borkowski Website. Now let's look at what else happened this week!

Gavin and Stacey: a sitcom comeback success?

The week kicked off with the announcement that legendary sitcom Gavin and Stacey will return for a Christmas special this year, almost a decade since it ended.

Bringing celebrated sitcoms back to try and reach a new generation has been commonplace lately and results have been mixed; from the disastrous (Dad’s Army, Yes Minister, Open All Hours, Porridge), to the mediocre (Only Fools the musical, Will & Grace across the pond) to the really quite good (Partridge, Still Game if you’re Scottish).

The successes tend to have some from making a virtue of how society and humour have changed since the original. It may only be 10 years old but the Gavin and Stacey first existed in a lovely bubble - pre-Brexit, pre-Fake News, and pre-James Corden being world famous. If it succeeds it could be because its writers see humour in old characters trying to get to grips with this uncomfortable new world.

Another indication as to its likely success is the motivation behind bringing it back.
The answer to this probably lies with James Corden. Ruth Jones has been successful since, but G&S is still the biggest thing she’s done so her motives aren’t mysterious, whereas Corden is now the US primetime heavyweight behind Carpool Karaoke, so doesn’t need this. But he’s also reportedly loathed within the UK television industry, so if he’s ever going to make a significant return to acting or UK screens in general, he’s have to do something to build a swell of good-feeling first: a Gavin & Stacey special which honours the original could do that, but not if its primary purpose is to be a James Corden showreel.

Botswana Elephant scandal could create another Bell Pottinger

Following the government of Botswana’s controversial decision to lift the ban on hunting elephants, they have sought out the advice of an American public relations firm. 42 West is an agency primarily known for work in Hollywood, listing Tom Cruise, Meryl Streep and Tom Hanks as clients in December 2018.

The firm might do well to remember the fate of Bell Pottinger, which collapsed after accusations that they deliberately encouraged racial hatred in order to keep President Jacob Zuma of South Africa, currently facing corruption charges, in power.

Perhaps this is what happens when PR firms get too big and drink their own Kool-Aid. Bell Pottinger believed they could get away with anything; maybe the same can be said of 42 West. But not every crisis is fixable. Some issues are simply too unambiguously immoral to spin.

It might have been wise for these agencies to seek outside advice for themselves. In a world that increasingly demands an ethical approach from business and media organisations, PR professionals must be able to take a long hard look at their own practices. If they don’t, scandals like these will continue to consume the industry.

Love Island: How long can hype drown out moral qualms? 
Season 5 of Love Island commences next week having increased its audience sevenfold between its first and fourth seasons to an average of nearly 4 million last year.

Reputation-wise it hasn’t all been roses since then; the suicides of two former contestants implicated the show in a wider scandal about the duty of care owed by reality producers to their contestants’ mental health, most acutely when the Jeremy Kyle Show was cancelled for similar issues earlier this month.

Eyebrows have also been raised at the apparent half-heartedness of the show’s attempt to increase the diversity – particularly body diversity- of its contestants, prominently during a widely debated interview with the Radio Times.

But what impact will this have on viewing figures? The answer is ‘probably not much’; media coverage of the new series has been fervent and our impression is that anyone engaged with popular culture will at least dip in-and-out of Season 5 with scant regard of the moral questions the show’s comms team have been toiling to answer.

But Love Island’s rise has been meteoric, and this kind of upwards momentum is never perpetual. Big Brother, the show’s most comparable predecessor, saw its audience slump consistently after its fifth season, so we may be witnessing Love Island’s natural peak. Unless something sensational happens this year, then the issues, which until now have been drowned out by hype, may become harder to ignore, in which case TV’s most famous island might start to crumble and sink.
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Borkowski Weekly Media Trends: Next Tory leader | Tesla's new Absolute Unit | 'Milkshaking' as PR strategy

Borkowski Weekly Media Trends

Well well well. The bloody Prime Minister just went and resigned. It's going to be tough to oust that from the front pages for a couple of weeks..!

Next Tory leader? The runners and riders

According to, the top Tory leadership candidates are Johnson, Hunt, Gove and Raab, and according to Guido Media: we can already see the remaining Conservative MPs already begin to sidle towards their preferred choice. A race that has been running just out of sight since the exit poll at the last General Election is now edging into view before it finally bursts into the open on June 7th.
Here are the communication strategies that the Borkowski team would recommend to each of the big hitters.
Boris Johnson
The last time an early frontrunner ended up winning the Conservative leadership race was a long, long time ago – and the longer the race, the more chance of an upset. But the Democratic race proves to us that it can be done. Joe Biden and Boris Johnson are similar in a couple of ways – both are household names, and both have gained popularity because they shoot from the hip (in a manner which raises questions about their ability to lead and manage). Johnson should do what Joe Biden is doing – big set-piece speeches to demonstrate charisma and statesmanship, but limited exposure to journalists and the public in order to minimise the chance of a gaffe. It’s simple – make sure every word Johnson utters in public from now until election day comes through a teleprompter. Privately, target the MPs with the smallest majorities and show them polling on how unpopular your rivals are.
Jeremy Hunt
The insider’s choice and the candidate least prone to populist demagoguery. Unfortunately for Jeremy Hunt, he campaigned for Remain and that will be used against him day-after-day. He has already spent months preaching the merits of Brexit with the lonely zeal of the converted, but in trying to win over the Brexiteers he’s fighting a battle he’s already lost. Hunt would be better to stay quiet, let Johnson soak up the punishment that comes with being the frontrunner until he stumbles and falls, and position himself as the steady hand in order to sweep up the panicking Cameroonian moderates. Run quiet until the polls narrow.
Michael Gove
Michael Gove is a Machiavellian genius and by far the best out-and-out politician in the race. As such, he will almost certainly have a diabolically brilliant plan already locked and loaded. His comms team should just step back and ponder the sheer magnitude and cunning of whatever he has ready. In the meantime, he should get Tom Tugendhat, (the next next Conservative leader) in front of the cameras to make his case. That should solve the ‘whatever charisma is, I don’t have it’ problem that beset the last campaign.
Dominic Raab
Raab needs help from his comms team almost as much as Johnson. This is the guy who thought balancing some books on his windowsill would make him look like an intellectual. This is the man who has a rich history of saying offensive things (including the classic British worker ‘lazy’) and this is the man who famously wasn’t aware of Britain being an island until he’d reached the highest level of government .
With all that in mind, there’s only one thing to do; bang the drum of populism as loudly as you can. Promise the undeliverable, demand the fantastic and condemn the sceptical. It’s a playbook as old as time, and the good news is he won’t need to pay the normal price of personal integrity. He already sold that cheaply, a long time ago.

But there are a few decent people running: One in particular - Rory Stewart. He is approachable, intellectual, has military experience, and boasts a hard-fought reputation for loyalty and a good, considered manner with the media. Up against the gaffe-prone Boris or Raab, or a scheming Michael Gove, he might come across as the only adult in the room. With the correct media strategy, he could be dangerous (to his rivals, not the country).

Tesla hire themselves an 'absolute unit' to revamp social media strategy

Automotive firm Tesla has hired Adam Koszary, former social media manager at The Museum of English Rural Life, who previously engaged in a bizarre exchange with the company’s maverick billionaire owner Elon Musk.

The Museum’s account exploded in April 2018, when Koszary tweeted a picture of an oversized ram, referring to it as an ‘absolute unit’. 36,000 retweets since it was uploaded – not bad for a picture of a sheep.

Last month Musk changed his Twitter bio to those same words and made the image of the sheep his profile picture. This prompted a witty response from Koszary, who changed the Museum’s own profile picture to an image of Musk’s face. Hilarity ensued.  

Koszary was due to start a new job at the Royal Academy but subsequently announced that instead he would be joining Tesla as Social Media Manager. The news comes as Musk faces pressure from his legal team to rein in his tweets, and stop speaking out of turn. At the same time, Tesla’s share price is slipping, and investors worry the firm is running out of money.

Whether the decision to hire Koszary came from Musk himself, we don’t know. But clearly someone at his company has recognised that social media is not just an extension of traditional communications channels, rather a place where reputational battles are won and lost. Elon Musk is the public face of Tesla, but he looks increasingly burnt out and burdensome on the firm. Switching the responsibility for their image to an undeniably witty social media strategist could be a very astute decision indeed.

Stop the 'Milkshaking' before public develops Lactose Intolerance

Put yourself in the shoes of Nigel Farage. At the helm of a well financed, well organised party – with another unlikely electoral triumph in sight but having to deal with the final attacks that come as you hurtle down the home straight.

And boy did they come.

Firstly, Gordon Brown makes a rare speech in Glasgow to launch a broadside into your party's opaque funding process and its mysterious donors. With an undimmed eye for a soundbite he says you ‘Won’t be remembered as the man of the people but as the man of the Paypal.’ 

Secondly, Buzzfeed breaks a story which includes a film of you pitching your party to a room full of far-right ex-Scientologists with close ties to Vladimir Putin. Worse – it is quite literally taking place in a private room at the Ritz. 

Lastly, you are walking through Newcastle city centre and someone throws a milkshake at you and you’re both the subject of sombre think pieces and the laughing stock of Twitter.

This allows you to do two things. Wrench the media’s eye away from the two painful and carefully timed attacks, paint your opponents as inciting violence, and in doing so paint yourself as a humble victim whose arguments are so formidable that your rivals must resort to physical attacks.

You started the day being painted as a stooge of the Kremlin and you’ve ended it doing your best Gandhi impression – and all it cost you was a McFlurry to the chops.

Delivering Big Publicity Ideas


Borkowski Weekly Media Trends: Jeremy Kyle | James Charles | German Women's Football Team | Aldi

Borkowski Weekly Media Trends

If you’ve been enjoying these trends you might also be interested in listening to boss man Mark Borkowski on the Media Masters Podcast this week on which he talked to Paul Blanchard about the future of the industry as well as giving hot takes on topics such as Brexit and the Duke and Duchess of Sussex.


To this week: the big media news has undoubtedly been the canning (after a short stay of execution) of the controversial Jeremy Kyle show by ITV after the death of a contestant shortly after filming.

Around the fringes of the crater caused by this bombshell it’s been an active week of stunts, from Air BnB resurrecting the Spice Girls Bus, to Hawksmoor making the most of a staffing error involving a £4,500 bottle of wine, and even encompassing an all-Tweeting, all-farting Donald Trump robot in China.

Jeremy Kyle Show: The burning questions

First let’s address Jeremy Kyle: the sorry chain of incidents from suspension to leaked emails to cancellation has thrown up a range of questions:

Does this signal a wider crisis for ITV?

Is this the end of exploitation reality TV as we know it?

Should the makers of Love Island be worried?

What next for Jeremy himself?

Can he eventually emerge from his own train wreck with reputation intact?

…perhaps as a candidate for the Brexit Party?
German Women's Football Team: Could Virality help Equality
It took The Germany Women's football team all of 88 seconds to form a brand and identity, devoid of their male counterparts.

We play for a nation that doesn’t even know our names
We've been European champions three times, right? Wrong! Try eight times.
Since we started, we haven’t just fought opponents.

Even the English subtitles on their viral team announcement this week tell an incredibly powerful story.

They address the prejudice they’ve faced with defiance and dignity. The trolls that have stalked women’s football since its professionalisation have been difficult to shrug off. Former Arsenal player and pundit Alex Scott has struggled to deal with the toxic and incessant abuse plaguing the Twittersphere.

It’s an empowering video, but more than that they’ve created an identity for themselves which is totally separate from the footballing juggernaut that is the German men’s team – something women’s football teams have struggled with since they went professional.

Understanding and harnessing the power of social media isn’t exclusive to the women’s game. The Ajax men’s football team have developed a distinctive formula of social media marketing under the leadership of Marc Overmars and Edwin Van Der Sar which has flourished over the past 12 months.

The club has successfully appealed to their current talented crop of players (a group reminiscent of the legendary ’95 champions league winning team) to create emotive, engaging videos that foster team spirit, and have complimented the team’s scarcely believable on-pitch success this season to galvanize the club’s brand in a market dominated by financial superstructures.

This kind of social media engagement is having a huge impact on consumers and professional alike.

James Charles: A 'make-up call' for Influencers?

Earlier this week, James Charles, the 19 year-old make-up mogul and nascent social media giant, lost millions of followers across his various platforms after fellow influencer, make-up artist (and Charles’ personal mentor) Tati Westbrook posted a video explosively accusing him of betrayal after Charles promoted a direct competitor of her Halo Beauty brand.

On one hand one wonders if JC’s actions really justified him being labelled ‘a danger to society’ by fellow beauty influencer Jeffree Star, unfollowed by others like Kylie Jenner and Shawn Mendes, and having his channels flooded with videos documenting his devastating loss of followers and fans smashing up his makeup collections.

Then again influencers’ social media posts are their livelihood. They shouldn’t post anything without thinking it through, and the evidence suggests that Charles’ original post was, if not duplicitous, then at least incredibly naïve.

It’s too early to properly quantify the extent of the damage done by his former mentor, but this week’s drama is a warning sign to influencers everywhere that their industry is now sufficiently established that every decision risks repercussions if not weighed-up strategically: the Wild West era of Influencer marketing is over.

Aldi Square Sausage: Not with a banger, but with a whimper (in Scotland anyway...)

Aldi’s announcement that they were ‘introducing’ a square sausage (a delicacy that has been a mainstay of fry-ups North of the Wall for decades) has caused something of a ‘stramash’ in Scotland. We asked our resident Scot to review the announcement:

“A week that should have been triumphant: our Lord and Master Sir Andy Murray bending as low as his resurfaced hip would allow him to accept his knighthood should have monopolised the headlines from Teuchter TV to the Auchenshoogle Gazette and even the ‘Gonnae No Dae That’ Podcast.

But our mighty protector’s moment of glory was usurped by a classic example of cultural appropriation, racism and overall imperialist English arrogance as an (admittedly German-owned) supermarket chain decided to erase the culinary heritage of 5.4million people in one product announcement.

Lorne Sausage, or ‘square sausage’ to the uninitiated, was advertised in a Scottish newspaper as early as 1896 and has been the lynchpin of breakfast since time imemorial: it is a Scottish enlightenment marvel, perhaps our nation’s greatest feat of engineering since the television. Imagine it; a sausage that fits in a breakfast roll without rolling out!

For years expats have told the heathens of this revolution in design, mechanics, cuisine, art even, only to be shut down (‘what’s wrong with regular sausages?’) and now, finally, we gain the mainstream recognition for which we have spent centuries fighting atop the bones of our ancestors only NOT TO BE CREDITED with popularising it.

If this had happened in 2014 we’d be sawing a Panama Canal-style trench through Berwick-upon-Tweed as we speak. I feel sick with rage just thinking about it.”
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Borkowski Weekly Media Trends: Royal Baby | Jurgen Klopp's | Danny Baker | Anna Sorokin

Borkowski Weekly Media Trends

It's been a fairly Rule Britannia week this week, we've had the arrival of Royal Baby Archie, the heralding of a new golden age of English club football...and a race scandal ensuing from a crass act of public auto-defenestration by a formerly popular figure. 

'Meghan can't be the star of the show'

Check our the Borkowski blog for a full and frank review of Team Sussex's seemingly unilateral approach to announcing the globally anticipated birth. Here's an excerpt: 

"Meghan must quickly understand that she can’t be the star of this show. Her celeb friends may be able to put out their own content and points of view and get away with it, but if any of them are advising her to do the same, they are giving misguided advice. She can’t. But she can be the star of her own show if she plays her hand more subtly and carefully and keeps the old guard on her side."

Klopp: Football's best PR man
Everyone looks to the worlds biggest success stories and tries to retroactively attach their own attributes and principles onto them, so that they can feel a bit better about how they approach life and about how in turn life rewards those like us. So here’s an attempt to discuss Liverpool FC manager Jurgen Klopp’s brilliant PR approach without falling into that trap…and allowing the fact that our office is full of Chelsea fans to taint our analysis.  
Mr. Klopp is obviously a brilliant man manager, a tactician whose on-pitch innovations push at the boundaries of tactical knowledge (particularly in terms of pressing), and of course a magnetic public figure. We know all that – but what we don’t all know is how seriously he takes his teams’ press coverage, and how clever he is at ensuring his press department is helping the club to the top.
I read recently about how a younger Jurgen marched into the Dortmund press office and heldforth on how he wanted his press to reflect the team because he understands that tone is incredibly important. Specifically he wanted press releases to remove references to ‘injured players’ or to ‘injury problems’ when it came to a particularly cruel run of injuries. Instead he directed his troops to refer to the ‘opportunities’ for young players and the chance for up and comers to ‘rise to the occasion’ and ‘seize their chances’.
It seems so simple, but at the very top of any business, any advantage can give you every advantage. So, he might be one of the greatest football managers of his generation, but he gets it – he can come and work with us any time.

Danny Baker and the anatomy of an apology

Disclaimer: this isn’t about whether what he did was right or wrong, or whether what happened to him as a result was right or wrong. This is about whether his reaction to both of the above was the right one or not.
It wasn’t. His first apology finished by saying ‘I guess it’s my turn in the barrel’, he has repeatedly made it clear that he understood that what he did was wrong, but also claims that he told the BBC to ‘fuck off’ when they were lecturing him, before hanging up. 
It’s not difficult, but people get apologies wrong over and over again. If you want to have an apology taken seriously then don’t be self-pitying or aggressive. It’s childish and it’ll cost you. It doesn’t matter what else you write or say, it won’t ring true.

Now he’s been sacked and at time of writing Danny’s more serious apology has just been released. First sentence: it’s been the worst day of his life, that’s enough – no matter what comes next, it’s hollow.

The Dark Queen of self-Promotion and why she deserves a statue

Today, future heroine of Hollywood blockbuster biopic and current cult hero Anna Sorokin was sentenced between four and twelve years for blagging New York’s richest elite to the tune of $200,000. Apart from being a tantalising image of what's possible with too many cajones and too few principles, she is a lesson at what a Catch Me If You Can crook looks like in the modern age.
Since the dawn of humanity there have been those with a superhuman ability to bluff anyone into submission; Anna possessed a uniquely 21st century version of this superpower: she had to use her Instagram posts to convince that anyone photographed at that bar, with that meal, at that table, simply must be the heiress she claims to be. Every experience was another opportunity to be carefully captured, packaged and relayed to prying eyes. Today’s top-tier blaggers have to be at the top of their game when the cheque comes and online.
Yes, she’s a thief – but she’s still a hero. She falls into a proud historical tradition that includes some of Britain’s most well loved icons. Think about it, she is beating the exact same path down which ‘Lord’ Byron strutted hundreds of years ago. He ended up at the head of a column of Greek soldiers with Europe’s most beautiful women littered in his wake. She ends up with four to twelve. Yet another black mark against social media’s impact on society.

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Borkowski Weekly Media Trends: The Guardian | Turner Prize V Stagecoach | Council Elections | Woodstock 50

Borkowski Weekly Media Trends

It's Friday and we're eschewing such anthropomorphic PR capers as Sonic the Hedgehog (or whatever that thing was) and Veggie Percy Pigs to focus on the Guardian, corporate patronage of the arts, the local council elections and Woodstock 50 (or lack thereof...)

Journalism, not profit, key to the Guardian's revival

Are rumours of the death of newspaper journalism exaggerated? This week The Guardian, often seen as the least commercially robust of the remaining print giants, announced its first operating profit for more than two decades.

The fact that this profit has come at the expense of a reported 450 jobs makes talk of a revival a bitter pill to swallow for some in the media world, but if you dig deeper into the work the Guardian produces day-to-day there are some green shoots of hope.

Simply put, they’re nailing it lately with big, viral profile features; interesting exclusive targets, written about with humanity and personality have proved a potent formula with recent examples including Simon Hattenstone’s potentially definitive pieces on Ant & Dec and Pete Doherty, Hadley Freeman’s gut-wrencher on Tony Slattery and Kira Cochrane’s gentle but dramatically effective probing of Zac Efron on his portrayal of Ted Bundy,

Whether in the red or black, it’s journalism like this, alongside their important investigative work, social campaigning, and platforming of progressive voices, which will keep The Guardian alive.

Turner Prize-Stagecoach: Caution over corporate Patronage of the Arts 

Another week another cultural behemoth divorcing its corporate benefactor for reasons of morality, (small ‘p’) politics and, above all, reputational risk.

This time it was the Turner Prize and Stagecoach announcing a mutual decision to end the bus company’s sponsorship deal due to (let’s call a spade a spade, shall we) homophobic historical views expressed by chairman Brian Souter.

This is the third such major parting of the ways in art alone over the past year, after the Serpentine Gallery very publicly refused financial support from the controversial Sackler family in February and, at the tail end of last year, the National Gallery ended its 12-year association with Shell in the midst of environmental protests.

It’s a proliferating trend in the culture sector and, given the amount of private money already fuelling the engine, and the need for big corporations to find a cultural outlet, one that’s only going to increase in prevalence and controversy.

It’s been said frequently that tobacco and arms are the only traditional no-go areas in terms of arts sponsorship, but the emergence of LGBT rights issue, Drugs and the Environment (specifically issues caused by big oil) as barriers to association with certain companies should be a warning to both culturally minded corporations and arts organisations seeking funding that the practice of corporate arts patronage is entering choppy waters.

Council Elections lesson: People want clarity

Yes, the Tories have been punished – but that is typical of a party that has been in national government for 9 years. At time of writing, they have lost a massive 762 councillors. But the pressure is on Labour having lost 88.
These parties share many things - uncharismatic and clumsy leadership, vague domestic policies, vicious activists and ugly infighting; but it is their split-personality approach to Brexit which has driven these disastrous results.
A year ago, the parties fought each other to a standstill at 35% each, today it’s 28%, only the second time that the vote share for the major parties has dipped beneath 30% since 2013.
The British people aren’t happy; in this week’s elections they turned back to former go-to alternative the Lib Dems in parts, but the overall results reveal a prevailing orthodoxy of ‘none of the above’, as Independent candidates recorded the biggest gain.
This shouldn’t come as a surprise to either of the major parties. To repackage a truism - if you stand for nothing, then you’ll fall to anything.

Woodstock: The next Fyre Festival

Woodstock 50 has been cancelled. Whilst details are still unclear, Fyre Fest 2.0 is a tagline that event organisers are desperate to avoid at all costs.

On one hand, you couldn’t recreate Fyre Festival if you tried; stranded on an island with no food or shelter – far less music- total chaos ensues…and the only authority figures are Ja Rule, a rich idiot sociopath and an old head who really understands the importance of Evian.

On the other hand: that fear is enough for investors to pull the plug.
The Woodstock funders’ statement read:

We don’t believe the production of the festival can be executed as an event worthy of the Woodstock Brand name, while also ensuring the health and safety of the artists, partners and attendees

The chat about health and safety might not seem very Woodstock, but there are some other big names trying to save face here: Live Nation, AEG – billion-pound brands. They cannot afford a Netflix documentary or social media live stream about how crap they are, particularly in an unforgiving climate even for music festivals which function properly.

But you can’t fault the ambition. Curating a line-up that would appeal to the old guard of Woodstock and the millennial festival-goer could’ve paid off. But the announcement didn’t satisfy either.

So there’s only so much you can spin this as pragmatism: Woodstock will only turn 50 once – you can’t do it again.

Was the warning of Fyre Fest Woodstock’s saving grace?

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Borkowski Weekly Media Trends: Cantona | Bond | Euro Elections | Taylor Swift

Borkowski Weekly Media Trends

This week we look at Eric Cantona being outrageous, a lukewarm Bond launch in Jamaica, a worrying new political trend and PR heavyweight Taylor Swift gearing up for her next shot at world domination.

You Cant(ona) be serious

You’re a 53 year-old former professional footballer turned actor. You’re famed for doing weird stuff. Your greatest hits include roundhouse kicking a fan, trying to get everyone to withdraw all their money from the bank and just hide a wad of cash under their beds, giving up football for ‘beach soccer’ and philosophising about seabirds.

But this all took place over twenty years ago. Times have changed. Which raises the question: how does one maintain a brand of such dark, deep-seated weirdness in 2019?

For Mnsr Eric Cantona the answer was simple: post a video on Instagram which began as a selfie before panning down to reveal an erect penis smashing an egg against its owner’s torso.

Cantona, or more likely a bewildered Instagram admin, deleted the post eventually and it was soon replaced with a heavily symbolic image of an egg and a banana alongside an enigmatic caption about censure.

Bewildering, unnerving, nonsensical, borderline offensive. Whatever its purpose, this was vintage Cantona.

To paraphrase the great man: ‘When seagulls follow the trawler (on Insta), it’s because they think splatters of penis egg will rain down on them.’
Uninspiring launch for Bond 25
No title, no car, no gadgets, no morsel of storyline or setting, just a cast – most of whom haven’t known each other long enough to establish chemistry- struggling through a press conference clearly in the grip of publicists and lawyers.

Bond 25 has been a rocky project so far but has recently emitted glimmers of positivity: they’ve secured Daniel Craig for one last mission, Cary Fukunaga was a popular directorial choice (even if we still think our old friend Susanne Bier could be brilliant for Bond at some point), and Phoebe Waller Bridge, having shown in Killing Eve that she can do an espionage thriller rather brilliantly, could be an inspired choice to inject a little vinegary humour into the sinewy intensity of Craig’s Bond portrayal.

But this week’s cast announcement showed that there’s a long way to go if Bond 25 is going to fulfil this promise. Craig’s 4 outings to date have gone down as (chronological): classic-stinker-classic-mixed. We’re due another classic, but this slightly uninspiring early publicity drive seems to have left Bond fans more nervous than optimistic.

Euro Elections: The dawn of Tweetocracy?

Everyone thinks of it as the election that was never meant to be, but we risk looking back on the upcoming European Parliament elections as the first harbinger of a dark new era.
A century ago, a young ambitious politician wanting to make a name for himself would join the military, do their utmost to get themselves in dispatches and then ride the national adulation into a safe seat. This was what grabbed the attention of the British public – at the point of a sword in a far-flung corner of the Empire. A different age, with different priorities and value systems.
Who are their modern-day equivalents? A look at the candidate list for the MEP elections gives us an insight into a new, untried way of picking candidates. Sargon of Akkad, Andrew Adonis*, Tommy Robinson, Nora Mulready, Frances Weetman – you probably don’t know who they are, but these are people with profiles in the political world because they are constantly arguing on political Twitter. And now they are top-tier candidates for the most important European election in living memory. What does that tell us?

In American politics they say that Washington is always the last to get the news. I hope for our sake that this is Westminster being behind the curve of general revulsion towards social media, and not a savvy bet on the political rewards that you can gain with zealots capable of whipping up a twitter mob, but have no idea to compromise, admit defeat or write a law.

*Yes, Adonis is a Labour Grandee, but there’s no way he would have the fame that he has if he hadn’t been spending all day every day hysterically arguing on Twitter.

Taylor's Shift

Taylor Swift is an artist whose media and press image eclipses any scrutiny of her music.

Her brand-new single ‘ME!’ has taken the internet by storm – fans are going into scrupulous detail in their attempts to decipher cryptic clues in her lyrics and music video.

The song is a basic pop tune with simple yet catchy lyrics and a quirky edge provided by Brendon Urie of Panic! At The Disco.

But the truth is… substance doesn’t matter. Because the timing of her release is impeccable.

Releasing ME! on the same day as Marvel’s End Game hits cinemas (with some interpreting a nod to the comic uber series in the lyrics) has subverted the traditional American High School social pyramid by uniting 'Swifties' and comic-book nerds.

Galvanising her fanbase by subtly targeting an audience she hasn’t yet permeated is a clever move, particularly one so partial to cult fandom.

A genre crossover expert herself, there’s been a demand for Taylor Swift to return to her country roots. This seems to be her personal End Game.

As the country music scene suffering its own identity crisis – typified by Billboard removing Lil Nas X’s viral song “Old Town Road” from country chart – Taylor’s return would be the ultimate power play.

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Borkowski Weekly Media Trends: Carlsberg | Notre Dame | Tiger Woods

Borkowski Weekly Media Trends

Quick Easter blast here: Did Carlsberg's social media self-immolation work? Were big brand donations to rebuild Notre Dame benevolent or kneejerk? And has Tiger Woods gained reputational redemption?

Probably the best brand turnaround in the world?

Carlsberg – most people’s second or third least favourite lager – employed a slightly unusual technique ahead of their upcoming rebrand; promoting abusive Tweets about itself in a campaign admitting that it’s ‘Probably not the best beer in the world’ but promising that the new one would be better.

Self-deprecation can work. Jokes about Skodas being rubbish are greeted with blank expressions by younger members of our office, but it wasn’t that long ago that the manufacturers were playing up just such a reputation to emphasise the quality and popularity of their new Fabia.

The problem Carlsberg have is that Skoda had the collateral of actually having produced a decent car behind them, whereas Carlsberg did the same things with only a promise that their new beer will taste better than “the bath water that your nan died in”. Early reviews suggest that might be a bit better, if not quite enough to justify the irony intended by the ‘Mean Tweets’-style swagger with which Carlsberg has been slagging itself off.
Notre Dame Cathedral: Have brands benefited from big donations?
There was an interesting reaction to the charitable but ostentatious donations to help rebuild Notre Dame Cathedral after the world-renowned monument was devasted by a huge fire this week.

Brands such as Yves Saint Laurent, Gucci, L’Oreal, and Louis Vuitton have clubbed in to raise a total rumoured to be €700 million. No down side right?

Wrong: the donations have inspired something of a nuanced and multifaceted public debate (remember those?!).

On one hand: How we can live in a society in which millions of poor starve and sleep rough, while the few rich finagle their taxes so that they can sit on sums so vast they could change the face of entire communities…and yet the money only appears when they smell a chance to look benevolent in the news (and maybe get a tidy tax exemption and their name on a tourist attraction). This is complicated by the moral quandary of the Catholic Church already having benefited extravagantly from French government goodwill during their tenancy of the cathedral.

On the other: were they just trying to support a good cause?

Probably the latter, but if big brands want the glory, they need to test their conviction in causes célèbres against this kind of potential backlash, and have a justification ready, before pulling the trigger, otherwise accusations of short-sightedness and cynicism are always going to emerge.

Rise of the Tiger

The ‘return’ of Tiger Woods is complete. After multiple career-threatening surgeries, he managed to return to first class golf and this week won his first Major since 2008 at the Masters in Augusta - a feat being lauded as one of the greatest sporting comebacks of all time. Most professional athletes don't even get a decade at the top, let alone a decade between their two stints at the top to build the tension...

The return to golfing greatness has coincided with a reappearance in the public's affections; a kind of reputational redemption that serves as proof - were it needed- that our memories are short when we want them to be.

Back in 2009 when Woods was at the centre of a media circus alleging rampant promiscuity, he had very few options in front of him. He was forced to keep his head down, apologise and seek therapy. A star beloved by millions, many couldn’t excuse Tiger’s actions at the time.

But now all appears forgiven and forgotten. Amid the furore of his dramatic Masters triumph, there is little to no reference of his shady past. Despite his 2017 run in with the law for driving under the influence  – there are few occasions where his past is brought up. His sporting triumph has eclipsed his less auspicious personal life.

On current evidence, talent is king, and Tiger is back. 

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Borkowski Weekly Media Trends: Disney Plus | Assange | Black Hole | Israel Folau

Borkowski Weekly Media Trends

In a week of big news stories we take a look at the media fortunes of Disney (again), Julian Assange, the team behind that Black Hole photo, and disgraced Australian homophobe and (probably ex-) rugby player Israel Folau.

'Disney Plus' to halt giant's stream of bad PR?

Another week another mention of Disney in this email. To sum up our previous analyses of Disney’s recent output: the entertainment giant needs a win.
Dumbo has had its wings (well, ears) clipped by bad reviews, Aladdin – in our humble opinion – could go the same way, and the forecast for The Lion King, cinematically the most promising of the trio of mega releases, is less rosy than first thought (Forbes did a good analysis of the challenge it faces to become a $2Bn movie).

The Lion King’s second trailer was subject to a mini-controversy when some members of the media and entertainment world’s most important pillar, the gay community, expressed some tongue-only-half-in-cheek offence that the film’s villain Scar had been ‘retro-hetero-d’ to look less gay than his lavishly camp predecessor.

It was against this backdrop that Disney launched its opening salvo in the battle for streaming supremacy. While Britbox looks DOA, Apple TV has at least fired a shot this week by announcing a collaboration between Oprah and Prince Harry, so how will Disney get on?

The early signs are promising: for only about a fiver a month you’re getting a storied back catalogue and some original productions wielding huge, very powerful IP – three Marvels and a Star Wars spinoff for starters. That’s a solid statement of intent to us, and the markets agree, with Disney shares jumping 10% on Friday and Netflix taking a 3% hit. This might just be the win Disney needs…
After almost a decade as one of the world’s most recognisable and polarising figures, Julian Assange is in police custody – arrested minutes after the Ecuadorian government ended his asylum in their Embassy in London this week.

This the culmination of a remarkable reputational nosedive: from being viewed as a fearless campaigner and rebel-intellectual whose early work probably changed the way governments communicate with people forever, to an embattled, self-important demagogue whose fragmenting network of relationships forced him to consort with malign influences, to an alleged rapist who spends his days egomaniacally pontificating on conspiracy theories, the human embodiment of the murky underbelly of the internet forum that makes you roll your eyes and switch off.

So putrefied is the public perception of Assange that it’s actually harming the understandable argument against his extradition to the United States. The current government in Washington does not have a healthy, democratic view on dissent and being able to have their enemies extradited extrajudicially is not going to help things, but because it’s Assange, most people have little sympathy.

Sometimes you need people to like you, and to be able to recognise when they don’t. We’re not sure Assange ever really understood that. Being hated is one thing, but the alienating behaviour that led to his arrest has doomed him to an even worse fate: being forgotten.  

Could Black Hole create science's next stars?

With the whole world watching, the historic first ever image of a Black Hole dwarfed the story behind its capture.

Those behind this landmark discovery missed a trick. They failed to tell a compelling backstory or put human face to the forefront of this epic feat.

To be fair, the media have caught up. According to BBC News, Katie Bouman was an instrumental figure behind the first black hole image having led the development of an algorithm which made the breakthrough image possible. She could be an inspirational figure, especially for young women with an interest in science, for years to come.

But there was important legwork missing from the original discovery: Who were the team behind the discovery? How did they do it? How does it impact our understanding of the universe?

Instead the lasting image of a black hole millions of lightyears away seems at the moment, quite literally, to exist in a vacuum.

Ultimately, there’s plenty of room in the science world for a star (pardon the pun); in an age where Donald Trump is what passes as a public figure of authority and the BBC made Nigel Farage their top story this morning, we need discoverers and inventors more than ever.

But while scientists continue to push these boundaries, it seems to us that too few of them are household names whose work is really understood by the public at large.

Folau Fallout
Israel Folau is homophobic. People tend to have been introducing him as one of the most talented rugby players in the world and positioning the homophobia as a side-hustle but since it now looks like he’s out of a job as a rugby player it would be sensible to introduce the homophobia first.

We wouldn’t be shocked if a number of the world’s top athletes shared similar views to those expressed by Folau – not for the first time – in an Instagram post earlier this week, but the overwhelming majority seem to at least understand that it’s not appropriate for public figures – role models- to voice opinions which could incite hate.

That’s a basic misjudgement on Israel Folau’s part and the Australian Rugby Union will be doing the right thing if they terminate his contract. Athletes have a responsibility to set an example for their fans (particularly young fans) that does not encourage behaviour which could motivate hate crimes and violence. By again insinuating that gay people need to repent or go to hell, Folau failed.

His malign influence can already be seen in the hundreds of vitriolic social media comments supporting his views, not least those authored by England rugby player Billy Vunipola, for which he should also expect a serious punishment.

When Israel Folau first expressed homophobic views, Australian rugby were right to give him one last chance. He’s wasted it, and it would now be dangerous and irresponsible of them not to make him an example of what happens when sports stars fail to uphold their totemic public role.

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Borkowski Weekly Media Trends: KFC EDM | Airbnb-Louvre | Knife Angel | @Sussexroyal

Borkowski Weekly Media Trends

Happy Friday! You know the drill by now: Stinker stunt, great stunt, poignant stunt, Royal Insta



How do you successfully ‘get down with the kids’? Don’t ask KFC. Late last week, an excruciating PR stunt left unprepared festival goers in shock as Colonel Sanders performed an EDM mini-set at Miami’s Ultra Music Festival.

I can picture the planning meeting no: a cultural box-ticking exercise dreamt up by suits and resulting in a perverse amalgamation of outdated trends and an opaque attempt to penetrate a cultural zeitgeist.

The result? An audience almost literally paralysed in horror as they witnessed an oversized Sanders mascot blurting out KFC marketing slogans. “I am Colonel Sanders! I am everywhere!” – it’s something from a Black Mirror-style corporate-controlled nightmare.

The idea had potential. Infiltrating inebriated festival-goers with immersive advertising for salty fried chicken isn't a wild concept. While crass and blatant, tapping into popular culture to monetise fast food has worked before, but only if done with irony and self-awareness, and without appearing to try too hard. Look at Greggs’ raves last year.

Next-time, maybe, just maybe, employ someone with an ounce of cultural understanding to pull off such a grand stunt.
After enthusing about a Trivial Pursuit Hotel we weren’t expecting to impressed by ANOTHER stunt taking the form of holiday accommodation so soon. Enter Airbnb; the home-letting agency which is just becoming big enough to attract the kind of scrutiny which make you more vulnerable reputationally.

They’ve had a good week though, partnering with no less salubrious a collaborator than the Louvre museum in Paris to offer a night staying there as a ‘once in a lifetime’ trip. This is great oxygen for Airbnb, applying their primary offering, accommodation, to a tourist destination so globally famous that it can’t but highlight their apparent desire to expand into full service holiday curation.

What’s in it for the Louvre is less clear (unless it was money); we can’t imagine they need the publicity, and partnering with Airbnb isn’t as straight up millennial cool as as if they’d, for example, booked Christine & The Queens to do a SOFAR Sounds in there.

In any case the gimmick fulfilled the one cardinal requirement of a publicity stunt and generated spectacular images, which all-but guarantee a decent media spread.


London wankers that we are we’re a bit behind the curve with this one; a couple of weeks ago the British Ironworks Centre revealed an 8m high tribute to the victims of knife crime; an angel sculpted from confiscated knives.

It’s a beautiful work of art and its symbolism is powerful in its simplicity. It’s apparently coming to London and feels like a profound and necessary symbol of peace in the midst of what increasingly feels like an epidemic of knife crime tragedy. Expect its arrival in the capital to pack an emotional punch.


There’s just no resisting the lure of the gram, even for the Royals. It’s a place full of shiny, beautiful imagery; a place for people to share memories and incredible moments; it’s a place for educating, empowering, learning and discovering.

On the other hand, it’s a platform that fuels negativity and jealousy, where the pressure to achieve the unattainable is constant, it’s an addictive lifestyle where your existence is justified by likes and followers.

The Sussexes’ desire to make a positive impact via Instagram is clear: their feed so far shows off their charitable work on the ground and in communities making a difference. They want to inspire and create awareness of serious social issues.

And, with the Palace’s recently publication of its “Social Media Community Guidelines” - what is clear is that they will not tolerate trolling. Although, vocal on the subject as they are, it’s unlikely to have much of an effect due to the ease with which social media trolls can still remain anonymous.

Unfortunately for the nosy among us, it would be royally irresponsible to flaunt the SoHo house lifestyle on @sussexroyal, and there will almost certainly be no 5-star holiday poses by infinity pools.

But, while their images depict good deeds, they’re still glossy, preened and posed even when supposedly candid, and although they’ve flung in a few slightly less polished throwback images they’re unlikely to get much braver.

Even if the Sussexes represent a more modern Royal couple, more connected to the people; we’re also unlikely to see real-life snaps of baby-induced sleepless nights and drool-soaked clothes, after all they represent the Queen (not to mention the lack of privacy they have already).

Whatever you think, there’s no denying the draw of this power couple who seamlessly bridge the gap between royalty and celebrity. Their influence is powerful: they’ve already been acknowledged by Guinness World Records for reaching one million followers in under 6 hours, outdoing South Korean K-Pop singer Kan Daniel by 5 hours. We can’t help but wonder how long it will be until @sussexroyal gathers a larger following than @kensingtonroyal, but we don’t want to #fuelthefire.

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Borkowski Weekly Media Trends: Apple, YouTube, Versace & Dumbo

Borkowski Weekly Media Trends

We have neglected Brexit and crafted some hot trends from this week's news cycle; from Apple's pursuit for world domination to Dumbo's flop - don't miss the Borkowski grand wizards' (couldn't resist a Brexit jibe) take on the wider world...


Apple this week launched a raft of new products including a credit card and a streaming service. Media response to this launch has been mixed but, as in life, Apple’s media profile is too big to fail. Previous product launches have been critically panned (remember when your chargers and earphones suddenly became obsolete) but such is Apple’s domination of the market and the cult-like-loyalty of their customers, that they always land on their feet. The credit card doesn’t have the most competitive interest rates, but Monzo has shown us that bank cards can work as a fashion accessory and – as with its electronics – Apple’s undeniable gift for aesthetics could work to their advantage.

The streaming service is more ambitious and more likely to fail. Netflix and Prime have built such megalithic structures (as the BBC quake in their boots) the streaming giants aren’t likely going down without a fight. The mixed success of their original shows has shown that it’s not something that even a monster media company can master overnight.


YouTube created a pop-up this week providing curated samples of their work and merchandise in sectors including food, gaming, fitness and music. A media giant expanding into live events isn’t new; Spotify and Soundcloud to name a couple, have run pop-ups at music festivals we work with. They initially arose during the wellness boom; just at the moment we realised the limitless potential of new media, we also realised that spending all day on screens might not be totally wise. This, combined with the sudden upsurge in popularity of any kind of immersive or experiential live event, created an obvious avenue for media giants to expand into.

What’s good about this one is that it looks, on the surface, like quite a successful attempt to translate what was appealing about YouTube as a digital product, into the live events space. It will be interesting to see their next steps.


A stunt that you know is fun just from the PR Examples headline: Trivial Pursuit opens the first hotel to accept knowledge as payment. Another display of a brand moving into the experiential entertainment sector has seen Hasbro set up a whole (quite nice looking) hotel in Russia where guests pay for things by answering Trivial Pursuit questions.

It’s been covered widely by the media internationally but had a weirdly muted response in the UK with a Google news search mainly revealing approving nods from industry trades like AdWeek and The Drum…maybe it’s a stunt for purists!


Sustainability is all the rage in the fashion world, and it was amusing this week to see that even media fodder can be recycled successfully. Liz Hurley’s infamous Versace safety-pin dress, first seen at the premiere of Four Weddings and a Funeral, made its grand return as Liz wore it on the cover of this month’s Harper’s Bazaar a full twenty-five years on.

Coming in the wake of Four Weddings’ modestly received Comic Relief “sequel” the dress has made more of a splash; while not emitting the shockwaves it did on its first appearance it certainly sent a healthy ripple of nostalgia throughout the British media when the cover was revealed.


Is Disney’s live action remake bubble about to burst? The initial success of Jungle Book provoked a flurry of productions from the family entertainment behemoth, but diminishing returns are already evident; Beauty and the Beast was okay-ish, Dumbo is apparently rubbish (early reviews have been shocking), Aladdin looks, if possible, even worse: basically a lot hinges on The Lion King – the most promising looking of the upcoming projects (but is that only because its trailer is literally a shot-for-shot remake of the original?); if that’s not as good as we hope then a reputational crisis looms.

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Borkowski Weekly Media Trends: Dumbledore, Fireman Sam, Janet Jackson, Billie Eilish & Theresa's Mayday

Borkowski Weekly Media Trends

Here's out latest line-up of trending topics in this week's media; from kids classics to musicians old-and-new, to Theresa's 'us-and-them' Hail Mary and a new commercial arm for the Murdoch empire.

This week has been a stark illustration of the highwire act it takes for a children’s classic to remain relevant and politically correct in today’s hypersensitive society.

Firstly, there was an example of trying too hard to retrofit a woke undercurrent to a franchise which wasn’t massively criticised for being out-of-touch anyway.

We’ve more-or-less accepted that Albus Dumbledore – a character as canonically asexual as the paper on which he was conceived – was gay. But, in trying to hammer home how okay she is with that, the world’s most famous literary figure J.K Rowling decided to retro-reveal the sexual nature of his relationship with the dark wizard Grindelwald.

This was a miscalculation on several fronts: firstly, since Dumbledore’s outing, we kind of knew this already, all explicit confirmation does is rob that original relationship of any nuance or openness to interpretation. Secondly, acknowledging that gay people have the right to a sex life isn’t exactly going to get you a medal for inclusivity, and thinking that it will borders on patronising.

For a different tactic we head to Pontypandy, where Fireman Sam was accused in the Telegraph by senior fire officer Alex Johnson of putting young women off the fire brigade with its lack of gender diversity, backed up by the London Fire Brigade’s #FireFightingSexism campaign.

Mattel who own the Fireman Sam brand were quick to backtrack with promises of evolution to keep the show relevant, but Fireman Sam creator David Jones was less conciliatory, claiming there was “nothing he would change” about the show – although having sold the brand 15 years ago he’s free from the constraints of trying to keep everyone happy.

These two are just the latest classic family brands to get sucked into debates about the social responsibility of fiction – our old client Beano Studios and Thomas the Tank Engine are others who have had to adapt quickly and smartly.

There’s a middle ground here between Rowling’s over reaching and Jones’ flat refusal to engage with a changing world; finding it is going to be a challenge for heritage family entertainment brands for years to come.  
Howler of the week by a long way goes to Janet Jackson. At a time when anyone bearing that surname would do well to lie low – at least as low as you can when being announced as a sub-headliner for Glastonbury -- JJ decided to seek out the limelight by literally promoting herself to headliner in a crudely photoshopped poster which relegated The Killers.

This was a pointless endeavour as her name was already in the top line of music’s most prestigious poster billing, and as a result of that she will not be short of either an audience or publicity opportunities when she rocks up in Somerset. But deeper than that it seems to show a lack of understanding as to just how big a deal Glastonbury is and the depth in which its fans study its line-up, and also a perhaps a lack of respect towards her fellow musicians.

Foot: meet bullet.


We all love a rags-to-riches tale. Consumers are actively drawn to it, which is why it’s been a publicity tool of choice since the dawn of time. (Just ask Simon Cowell).

As it becomes easier and more accessible to make music, there is an unhealthy expectation that every artist has a captivating origin story. When the internet gets a whiff that someone may have had a leg-up or there’s a shred on inauthenticity, they pounce, usually screaming conspiracy!

In Billie Eilish’s case, she has been widely labelled a ‘music industry plant’. This has come to fruition after it was ‘discovered’ that her brother Finneas O’Connell had written/co-written her earlier work and, slightly more vaguely, she had family members who are actors/involved in the music industry to some extent. SHE’S A PUPPET! – it’s the only logical outcome…

The distinction really boils down to how you define an industry plant.
Here’s the thing. The music industry is full of people who’ve had a helping hand(s) (as is most of the entertainment business). It’s the quality of the output that will stand the test of time and determine her legacy. We’ll find out when her hotly anticipated debut lands next week.


‘Nothing has changed’

How our leaders communicate with their people is always a source of interest to any communications specialist and this week was no exception.

With a wave of populist rhetoric sweeping presidential lecterns like never before, it was interesting to see the high-water mark of the ‘promise simple answers, blame other people and it’s never my fault’ style of political rhetoric emanate from Downing Street. The days are now gone when the world looks to Britain for stiff upper lips and cool heads, and our integrity is as dead as May’s options. At the moment of maximum panic, when the pressure was highest, she turned to the cheapest trick in the book.

 ‘I am on your side’ she said, directly to us, the people, and she has certainly caused an interesting reaction. At time of writing the petition to revoke Article 50 altogether approaches 3.5 million signatures. And for all those looking to see where the Independent Group are most likely to field candidates in any upcoming election, look no further than this map.

Interesting times are coming, let’s just hope that the rhetoric steps up to match the scale of events.

And Influencer Marketing the new Advertorial?

If you needed a clue about the future application of influencer marketing, the announcement this week that News UK is launching The Fifth, a dedicated agency within their commercial division, says a lot. News UK have always had a keen eye on potential new revenue streams and have been quick to adopt and adapt to the tune of new financial opportunities.

Defining their offer to type and tone instead of the more traditional scale will be key to success because they already have the distribution channels and reach to create leverage. This is advertorial 3.0, but it also signals that understanding how to grab the attention of an audience and how they react is vital. The art of PR has an opportunity to shine here,,,.

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Borkowski Weekly Media Trends: Maitlis Side-Eye, Beckham Statue & Fashion's PR Crisis

Borkowski Weekly Media Trends

In a week dominated by laugh-to-hold-back-the-tears chaos in UK democracy and unspeakable tragedy in New Zealand, here’s a selection of the other media trends which grabbed our attention.

Maitlis Side-Eye

On Wednesday morning the nation awoke to the one spark of dry humour in a damp, dark and dismal week of Brexit purgatory; Newsnight’s Emily Maitlis delivering a thunderously withering side-eye to Labour’s Barry Gardiner after his failure to clarify his party’s up-to-date stance.

It was an outside broadcast for which Maitlis was wearing a duffel coat that made her look a little like a disgruntled Admiral, and she followed her death stare with a burst of furious stage-scribbling, all of which combined to crate a spate of memes and sub-memes which lasted almost the whole of Wednesday.

While the consensus was that she’d perfectly captured the mood of the nation, she didn’t receive universal critical acclaim – Corbynistas held the exchange up as an example of the BBC’s establishment contempt for the current Labour leadership.

We’re also not pretending that the side-eye was in any way strategic, but her general current interview demeanour of open exasperation at times spilling into outright hostility feels intentional, and we think ‘I'm as mad as hell and I'm not gonna take this anymore!’ is a good look for a BBC regularly accused of letting politicians on both sides off the hook for their incompetence.

Golden Trolls
On Tuesday David Beckham went for a meeting with a man he thought was the sculptor responsible for a statue of him soon to be unveiled in LA.

The statue was a comically grotesque misrepresentation of the famously handsome footballer, who (while just about staying within the boundaries of courtesy) couldn’t help but express his dissatisfaction with the likeness, only to discover that it was a prank perpetrated by his very very very good friend James Corden.

It’s not the edgiest stunt we’ve ever seen and won’t live long in the memory, but it garnered a gargantuan amount of media and social coverage and was quite a clever nod to the infamous (non-prank) Cristiano Ronaldo statue.

It’s done no harm to either Corden – as a reminder that there’s more to him than Carpool Karaoke and sycophantic cackling – or Beckham, who displayed a level of human decency not apparent in the allegations about his reaction to being overlooked for a Knighthood.

Is the Fashion world on the verge of a comms crisis?

After Burberry’s ‘Noose Hoodie’, Gucci's 'blackface jumpers' and Katy Perry and Prada’s ‘Gollywog’ shoes, the latest communications issue for a major fashion brand was ignited by Louis Vuitton’s roll-out of several Michael Jackson-inspired items as part of their Autumn/Winter 2019 collection, just over a week before the release of the devastating documentary Leaving Neverland.

The fashion giant first denied all knowledge of the documentary (a tenuous claim) before eventually pulling the items from the collection amid a spree of apologies and naval gazing. We admire their proactivity in trying to set the record straight; not the worst patch-up job ever, but there’s a time to stop digging and move on.

It also raises the question of how dynastic fashion empires get into these scrapes in the first place. Part of fashion is using design to raise issues, break taboos, and push social and creative boundaries, but this has to be done with common sense, conviction, authenticity and self-awareness. Perhaps the giants of the fashion world need to take more responsibility for the potential social impact of their creations before unleashing them on the public.

How does Dave go from talent to Superstar?

Why is the current zeitgeist hip-hop? In a word: disconnect. Grime and Drill have come to prominence in the UK for their communication of social struggles. 

Drill has turned heads with boastful, violent and aggressive lyrics when knife crime and gang violence is rife. Grime, and Hip-Hop in general aren’t as overtly aggressive, which is perhaps why those genres have such a powerful, mainstream audience.

Dave is a UK rapper who’s received widespread critical acclaim and released his debut LP last Friday – a concept album that details his family and personal identity with the unguarded catharsis of a therapy session. He has an undeniable raw gift, but failed to fully dominate the conversation. This is because Dave isn’t yet a symbol – he’s a normal 20-year-old, as is name suggests. He has talent in every vein but most often tweets about football and has pushed his album with fairly textbook promotion. In today’s world that’s not enough to evolve from talent to superstar: you simply must stand for something.

When Stormzy burst onto the scene, he became a symbol of the societal disconnect mentioned above, and used his platform to support Jeremy Corbyn. He furthered his political cause by calling a Theresa May a ‘paigon’ – slang that is becoming increasingly relevant today… Stormzy mixed politics with controversy, leveraging his brand and becoming a symbol for disaffected youth. Today, he champions independence through his ambitious personal label ‘Murky’.

The Stormzy brand was built before and after his debut studio album release in 2017. Dave, on the other hand, currently gives the impression of a man content with a modest level of fame. It will be interesting to see where the two of them are in five years. However, you heard it here first – Dave will win the mercury prize 2019.

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Borkowski Weekly Media Trends | The Late Great Keith Flint, GMB's Superman Weatherman Alex Beresford & One's First Instagram

Borkowski Weekly Media Trends

With our founder Mark Borkowski already having weighed in on the explosive Finding Neverland, let's take a look at some of the other issues which got our gullets flapping this week, from the tragic to the inspiring to the historic(ish).

R.I.P Keith Flint 

We were incredibly sad to learn about the loss of Keith Flint, best known as dancer and vocalist of The ProdigyThere was a man who knew how to cultivate an aura: equal parts punk, raver, heathen cult leader and your mate from the pub; he made Dance rock and Rock dance, and music fans won’t forget him. RIP Firestarter.

Beresford goes down a storm
Alex Beresford the Good Morning Britain weatherman received a deluge of praise for interjecting on Wednesday morning into a debate about knife crime.

No less an authority than the chairman of the Police Federation of England & Wales had just suggested that the solution to the seeming spate of stabbings currently blighting the country and especially London was to build more prisons...

Beresford’s outraged disbelief at this ‘lock up all the yobbos’ mentality drove him to deliver an inspired rebuttal on the ineffectiveness of prison as a deterrent, concluding: “If you don't change the environment, you won't change anything and that's the key thing.”

The combination of intelligence, passion and integrity displayed by Beresford was hugely admirable and we also, on a more minor level, doff our caps to the producer who decided to turn his mic up for creating a fantastic piece of television.

Social Media Royalty

On Thursday the Queen posted on Instagram for the first time. Captioning a letter sent by 19th-century mathematician and computer pioneer Charles Babbage to her great-great-grandfather Prince Albert. We got our top office Instagrammer to run the rule over her first offering:

“One can only suspect that the idea came about after the Queen had a pleasant cup of tea with her granddaughter-in- law. Perhaps Meghan was fondly remembering her former social media freedom; perhaps she was trying to filter a picture of Kate for the family album; or perhaps she was explaining the latest Kardashian family dramas. However it came about, it’s a way for the Queen to remain current and connect to the younger generations, and to show that anything a Kardashian can do, she can do better.

So would we double tap the Queen’s first Instagram post? Probably, but let’s take a closer look…

First the visuals; we are shown two images of the letter referred to in the text; it’s doesn’t initially grab you, as a visual platform it is slightly bland. Beige. However the handwriting is impeccable and reminds us what a dying artform it has become.

Second the words: educational and informative, a moderately long caption but if you read the whole post it’s fascinating and a wonderful story, some followers maybe slightly disappointed with the lack of hashtags, emojis and a #TBT to finish it off but you can’t fault the grammar. 

It might not #breaktheinternet or be as game-changing as her first TV Christmas Speech but it shows the Queen is up-to-speed with technology, has stories second to none and can namedrop with the best of them. And let’s not forget to mention what an absolute coup this was for The Science Museum, this is money-can’t-buy PR.
If the Queen fancies posting on International Women’s Day, can we suggest a variety of selfies followed by crown emojis, topped off with #GirlPower #Inspiration #THEDON.?”

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Borkowski Weekly Media Trends: Kepa, Partridge And The Independent Group's Cheeky Nando's

Borkowski Weekly Media Trends

Loads of talking points this week, and we may yet pontificate on The Oscars and whether Hollywood has solved its diversity problem (spoilers, no it hasn’t), the propaganda war that’s been unleashed by the fresh military tensions between India and Pakistan, the very real storm in an creepy, artificially constructed teacup that is Momo, Pokemon exploiting Britain’s cultural largesse for its latest offering, and the Comic Relief-Culture War between David Lammy and Stacey Dooley, but in the meantime here are some other issues which ground the Borkowski gears this week.

Kepa Calm and Sarri On 

A communications crisis almost without precedent arose for Chelsea FC last Sunday when their talented but temperamental 24 year-old goalkeeper Kepa Arrizabalaga refused to be substituted, despite suffering from cramp, during the closing minutes of what had until then been an uneventful Carabao Cup Final against Manchester City (who would go on to win on penalties).
The fascinating thing about this is how difficult it is, with forty television cameras trained on the incident, to convincingly pull off the old trick of obfuscating for as long as it takes to get your implausible but theoretically possible story straight.
What was clearly a heated disagreement between goalkeeper and manager (the embattled Mauricio Sarri) was at first written off by the club as a ‘misunderstanding’ in ‘nothing to see here’ fashion’, and then acknowledged as wrongdoing on the part of Kepa - who was fined, dropped for the next match against Spurs (with doubts remaining at time of writing about whether he’ll be recalled this weekend), and begrudgingly apologised.
This is bad crisis comms. Chelsea is a club renowned for its ‘player power’ – a term used almost affectionately by fans in reference to the Terry-Lampard generation, but tantamount to anarchy under Sarri, whose authority was in question even before Kepa’s tantrum. Anarchy unequivocally isn’t a good look.
Chelsea were trying to save face on three fronts and should have come out with a single unifying statement which turned these factions into an unshakeable triumvirate:

  1. The Club: amid the player power chat that had encircled their downturn in form Chelsea needed to come out as a structured, united, professional organisation which commanded loyalty, not a remake of One Flew Over The Cuckoo’s Nest
  2. Sarri: He’s gone from hanging from a shaky peg to being seen widely as a dead man walking after his failure to control his player and inconsistent treatment of him afterwards. He needed to radiate decisiveness and command and he didn’t
  3. Kepa: Brattish though his behaviour may have been, many people think Kepa -- the most expensive goalkeeper of all time and still young for the top tier – has a longer future at the club than his manager. He needed to take his medicine but didn’t deserve double standards and inconsistency

None of this has happened and, despite things simmering throughout the week, Chelsea still comes across very much as a club in turmoil.

Britbox vs Partridge

AHA!! This week we saw both faces of British television; high-quality, self-deprecating meta-television – this week in the form of This Time with Alan Partridge – and Britbox, the new streaming service whose conception and launch could easily have been conceived by, well, Alan Partridge.
Let’s focus on the publicity; Partridge announced his re-arrival on Monday morning with a passive-aggressive and unmistakeably Partridge-esque email to his BBC ‘colleagues’. Simple, but more innovative and effective than a press release.
The first This Time… was a roaring success – playing off Partridge’s (increasingly important) role in British society as the ultimate cringeworthy middle-aged little-Englander, the pariah with whom all middle-aged white men must avoid comparisons as a matter of urgency, or risk a Partridge-inspired lampooning.
The show’s success created a wave of smugness around the nation’s creativity, the crest of which was a perfect place for the BBC and ITV to launch their new Best of British streaming service Britbox.
But somewhat ironically Britbox’s launch was all a bit #AccidentalPartridge; the branding looked like it had been commissioned by Matt Lucas and David Walliams, the name sounds a tiny bit like ‘Brexit’, and the project was immediately labelled as a “too little too late” (Times) venture which is “doomed to fail” (i) and “will surely bomb” (Guardian). The whole thing felt a lot more ‘monkey tennis’ than ‘classic intercourse’.  

The Independent Group's (possibly) Cheeky Nando's
The Independent Group continues to fascinate us, and this week was subject of a lively office debate; whether their trip to Nando’s was simply an innocent dinner which happened to capture the public imagination, or a cynical PR stunt designed to make them appear more ‘down with the kids’ (despite being exactly the kind of people who would use the phrase ‘down with the kids’ unironically). 
At an impasse we’ve decided to present both arguments; one written by an ex-political operative, the other by someone who eats at a fast food chain at least twice a week.
“Resigning a forty-year membership of a party is no mean feat. Leading a press conference when 8¾ months pregnant is no mean feat. Setting up a political party is no mean feat. Those things do not leave much time or energy for launching cynical and innovative media campaigns.
As much as people would like to read an attempt at a stunt designed to engage a younger audience into the Nando’s dinner, we should not forget that THIS. IS. POLITICS.
Watch each of these videos. Three of the most powerful politicians on the planet making monumental and basic errors in the most public way possible. THEY ALL HAPPENED THIS WEEK!



And then tell me that their brethren have the brains, energy and gumption to try and pull a media strategy out of a bowl of peri-peri chicken. This, from the group, whose website didn’t work at their launch event?
And even if they did attempt this strategy – why have they only tweeted about it TWICE? There are dozens and dozens of tweets about all manner of other subjects – but only two for this entire media strategy!? Bollocks.
Here’s what actually happens:
“Where shall we all go for dinner this evening?”
“Shit. We forgot to book. Where can we go that’s not too far away for a woman on the verge of giving birth, can sit 11 plus staff, isn’t ridiculously expensive, at extremely late notice.”
“#ChangePolitics – Chuka’s ploy to appeal to the exasperated, disillusioned and disengaged public, seeped through after a group trip to Nando’s which was a cynical PR ruse. There was nothing discreet about this visit Nando’s.
On a recent trip to Marrakesh, I was regularly accosted by Moroccans street vendors, who attempted to entice me using what they thought were Britishisms, often leading with “hey geezer” and regularly following up with “cheeky Nando’s?”; a beacon of familiarity to a young wayward Brit, they thought.
My Moroccan pals and The Independent Group (TIG)’s tactics closely align. A seemingly casual, yet hopeful, attempt to appeal to a targeted demographic.
A jam-packed Nando’s is the last place I’d go for a spontaneous group meal. Yet it’s a destination thought of by the out-of-touch as ‘hip’ and ‘trendy’.
I couldn’t help but smile at the vendors’ hopeful attempt to sell their wares. But I’m cringing to my core at TIG’s devious actions. The street vendors and politicians have one thing in common: they know nothing about young Brits.”

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Borkowski's Weekly Trends


The stories and trends that stood out for us this week ran the gamut of comedy, abject polemic, mindless fun and inspiration.


The preparations for Disney’s bumper year continued this week with the release of a ‘Special Look’ at their Aladdin remake following neatly anticipation-building tantalisers for The Lion King and Dumbo.

Reaction to the trailer was described by Forbes as ‘lukewarm’ and Bork HQ weren’t sure about the visuals - which, consensus has it, fell somewhere between second-tier faux-Bollywood and the kind of fantasy adventure romp you’d be most likely to see on SYFY at 4pm on a Tuesday.
The one possible silver lining for Disney was the unarguable visibility boost they received when the trailer’s star moment – the first appearance of Will Smith as Genie – became an instant meme, trending worldwide within the time it took to photoshop him into a satisfactorily ridiculous situation.
Reasons for the fascination with Genie – who we think looks a bit like a blue-skinned, bejewelled pro wrestler from the 90s with Will Smith’s face – range from rumination about which nightmarish crag of the Uncanny Valley he emerged from, to humorous comparison memes which span Smith’s character in The Fresh Prince of Bel Air, Marvel antagonist Thanos, the Blue Man Group, Avatar, The Smurfs and Tobias Funke. The latter, David Cross’ hapless, occasionally blue-painted character from Arrested Development, is a titan of the meme underworld whose presence in a joke is pretty much guaranteed to turn any social titter into a bellow of viral laughter.
There’s no concrete evidence as to whether the Genie meme will pay any dividends for Disney, although the clip already has 7.4M views on the company’s official YouTube, dwarfing the 170K views on the same channel for a clip of Dumbo released the same day.


Social media nowadays is full to the brim with the kind of people who never fail to muster an excoriatingly strong opinion on any subject they encounter, which is why this week’s ‘much needed debate’ on whether Churchill was a hero or a villain was inevitable as soon as Shadow Chancellor John McDonnell was asked to weigh in on the subject in one word at a Politico Q&A.

In some ways, we doff our collective cap to the Shadow Chancellor for managing to avert the public’s gaze from anything serious at an incredibly serious time using a mere two words (if you count “Tonypandy”). But it felt too easy. Why? One theory on social outrage stems from the fact that Twitter, Facebook and Instagram have no dislike buttons. At first glace, this seems understandable given the potential for bullying spawned by the alternative, but it also turns us into a legion of dementedly optimistic Roman Emperors, looking down into the digital coliseum. The chief way to dissent to a post is to comment on it - engage beyond a mere click. This creates a double-edged sword whereby negative posts get more engagement, and therefore attention. The result is that what bubbles to the top of the roiling mess of social media is outrage, controversy, obscene bullying and incessant disagreement. Social media rewards argument. And who does this benefit?

Think about the house rules next time you see someone who has built careers on headlines that piss everyone off, get another headline. These professional provocateurs who have been elevated into a position of power over the national discourse which they have no business occupying.  So instead of weighing in on the latest argument, just ignore it. You’ll make the world a better place.


You’ve heard of fake news, but you might not have heard about how fake the internet really is. We do a lot of research into today’s media landscape here, and we found some very interesting articles. Studies generally agree on around 40-45% of the internet being ‘non-human’.

These bot accounts don’t always appear obvious, but can just quietly give views and clicks to videos for a price. If you’ve never seen a click farm then you should check this out

But the silent (or at least stuttering) drone army that is directed at the whim of the highest bidder could be on the verge of being able to type as convincingly as you or I.

Only this week, PR Genius Elon Musk has had to hold off publishing his latest research into automatic text generation AI generators. The fear is that if he gave the secrets of OpenAI away, it could easily be polished and used to swamp the internet with long, well-reasoned arguments that would be indistinguishable from the online ramblings of a human.

All you do is feed a phrase of your choice and out pops an essay – here is an example that they provided:

Human led sentence: ‘Climate change isn’t real because…’

AI response: It can’t be detected – it’s happening, and we see it around us every day. President Donald Trump’s chief strategist and senior counsellor, Steve Bannon, later likened climate ‘crazies’ to Red China, where said ‘any rising of sea levels is a serious problem for this country and the world.

It’s not spitting out perfect prose, but it largely bears up under skim reading. Five years of heavy research, dodgy morals and highest bidders investing in this process could result in the 40-45% of fake internet traffic able to produce massive amounts of text, quickly dwarfing human output. The internet would be full of fake people, fake words, fake metrics and fake arguments – the only genuine thing left would be the ads. 

Lastly, it’s interesting to speculate on the reasons behind the near perfection of the sentence structure and the jangled, contradictory jargon itself. Perhaps it’s easy for a ‘non-human’ intelligence to mimic the patterns and rhythms of how we speak, but difficult for it to understand the inherent internal paradoxes that we all carry within us – the contradictions that make us human.


It’s Friday morning, attention spans are wearing thin and it’s not uncommon for even the most Stakhanovite of office worker to have a glance on social media. Thousands of people did exactly that this morning only to encounter a near perfect piece of procrastination: a New York Times quiz which asks you a series of questions about which slang terms you use and how you pronounce certain words and tells you what part of the UK or Ireland your accent comes from.
The ensuing trend took a number of forms; prominently hilarity at some of the seemingly fantastical sayings from other parts of the UK and Ireland; Irish people allegedly refer to a snail as a ‘shellakybooky’, although several minutes of referencing hasn’t totally dispelled the theory that this word is the result of a BoatyMcBoatFace type scenario created by a function of the quiz which allows people to submit their own responses.
Another popular reaction was for people to share a feeling of immense satisfaction at having their own interpretation of the intricacies of their accent confirmed by such a lofty source, or less commonly to express shock at being linguistically extradited to somewhere they’d never lived and had no family ties.
Either way it certainly captured the imagination and demonstrated that, with a little creativity and intelligence, interactive clickbait may yet have a shelf-life.


This one is a bit close to home in the sense that the march literally passed outside the office. Today students from 40 UK cities as well as the USA, Australia, Netherlands and Uganda – all inspired by one 16 year-old Swedish activist – took the day off school and took to the streets as part of ‘strike’ action to try and inspire a greater government response to combat climate change.
The march has been the undisputed story of the afternoon (although a certain Mr Trump of New York may yet usurp them) with reactions ranging from inspiration at seeing the next generation so politically engaged, to eye-rolling at what some see as the apex of woke millennial entitlement. Whichever way you swing, it’s a textbook example of direct action cutting through the noise.

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Borkowski's Weekly Trends

Weekly Media Trends

It’s approaching mid-February and the whole world’s offended. Dry January has ushered in ****ed off February.

Gucci Gag

Fashion powerhouse Gucci has offered up an apology for what Drapers have described as a “racist jumper.”
It’s essentially a ludicrously overpriced ‘balaclava’ polo neck with large red lips. On the runway it didn’t cause a stir, but the purchase-able version has quickly drawn resemblance to a racist Sambo figure, a symbol used to dehumanise black people.
These gaffes are becoming all too frequent. December saw Prada apologise for its “Pradamalia” charms over criticism that it resembled the Sambo figure. The month before, Dolce & Gabbana got into even hotter water over a tone-deaf ad that played on stereotypes about Chinese people and it’s been just over a year since H&M apologised for an advertising image featuring a black boy modelling a hoodie with the slogan “Coolest Monkey in the Jungle”.
Rather than declare a jumper ‘racist’, the astute amongst us have alluded to the lack of diversity and inclusivity in decision-making positions within companies as part of the reason these gaffes keep occurring.
Brands are often rooted in one country and culture, which may be reflected in their hiring, but they’re also asking a global, diverse audience to buy their products. Consumers are more empowered than ever. Brands must learn fast.

In 'cold pursuit' of Neeson 

It seems the Twittersphere has become so gripped by taking people down, it is now persecuting those who express deep regret about their past bad behaviour.
Whilst Liam Neeson discussed the storyline of his new film ‘cold pursuit’, which is unsurprisingly a story about ‘revenge’ – a theme which his filmography (or life) can’t seem to escape – Liam opened-up about his own ‘primal’ urge for revenge. Big mistake.
The racial specificity of Neeson’s comments are undeniably troubling and entirely deserving of condemnation. However, Neeson knew this. He admits the wickedness of his thinking, conceding he’s ‘ashamed’ of his thoughts.
The ritual public denunciation was hard and swift. Neeson may have grown out of the urge for vengeance, but much of social media has not. They play the primal game of vengeful public shaming on an almost daily basis, gleefully hunting down anyone who has ever misspoken, mis-thought or made a moral mistake.
As we wrote earlier in the week, whilst we thought “we were beyond seeing fried chicken wings as a motif of racial tension and reconciliation, times are changing, and what is for sure is that Neeson has needlessly declared himself a target.”

Turning Point

If you accidentally fumbled your way onto Twitter this week you may have noticed that Turning Point; an American right wing, a non-profit organisation aiming to promote conservative grassroots activism in US College Campus’ was oddly trending in the UK.
It turned out to be trending because of the launch of ...Turning Point UK, which hopes to counter the dominance of left-wing views on campus here too. Although this may sound ugly, it turns out that UK’s universities can be lonely and sometimes hostile environments for conservatives and classical liberals. Last year, the online magazine Spiked found that more than half Britain’s universities and students’ unions placed explicit restrictions on free speech.
According to Wired their launch quickly descended into a farce following the appearance of a swarm of parody Twitter accounts impersonating the organisation and essentially trying to restrict their own existence.
Whether or not you agree/disagree with the values espoused by Turning Point, the ridicule seeping through from Twitter into the mainstream media is concerning. Both Vice and the New Statesman published articles collating bitchy tweets from critics whilst, The Guardian led with the headline that the group ‘has apparent links to US far right’. I would assume that the Guardian’s legal team must be thanked for that ‘apparent’, as you can write just about anything these days if you disclose a caveat. Apparently.
Regardless, Turning Point’s arrival has not gone unnoticed; the group even fired off a snooty tweet: “Thanks to Left Twitter for all the free publicity”.

Make time... 

Paddy Power has released a hilarious advert, which recruits Ryan Giggs' brother to herald the ‘death of loyalty’.
Considering the advert is promoting gambling and mocks the eight-year affair between Ryan and his brother’ wife…it’s remarkably tasteful.
Expect the advert to make waves over the weekend. Click here to watch.

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Borkowski's Weekly Trends

Weekly Media Trends 

As the curtain closes on January, it would be foolish to imagine we can go back to a life of thoughtless merrymaking.
Dry January might give way to a moister February, but the intense passions aroused by Veganuary now seem set to continue all year round.

Veganism and a Bandwagon

Veganism - the shunning of meat, was once regarded as a harmless but inconvenient hobby.

Not only is it becoming more and more convenient but, as we keep getting told, it’s becoming increasingly harmful to be anything other than a vegan. The author of the best-seller Sapiens, Yuval Noah Harari, recently described the lives of farm animals as “the greatest crime in human history.”
Until recently, fast food had turned its nose up at such a hyperbolic statement but then along came Greggs. The bakery chain, long regarded as a bastion of kindly priced common-sense grub on a high street awash with artisanal affectations, proudly unveiled its new £1 Quorn-filled ‘vegan sausage roll’.

This modest innovation might once have passed without comment. Instead, notable meat-eaters reacted with angry disbelief - notably Piers Morgan. However, it seems that quite a few people were waiting for a vegan sausage roll as they have been flying off the shelves. It’s difficult to tell if that’s because the amount of press coverage sparked the fire of curiosity, or there really is such a high level of demand for a value vegan snack. 

Regardless, this week we’ve seen McDonald’s Sweden launch a vegan option to its menu. Welcome to the hilariously named ‘McFalafel’! Tesco launched Vegan Haggis and Hilton Hotel launch the world’s first completely vegan hotel suite in London.

It’s difficult to tell if these are genuine attempts to increase their top line, or a ridiculous PR arms race to annoy Piers Morgan, which it will (also and eventuallyincrease their top line. However, what is notable is that if it’s the latter, the moment has very much passed. Greggs got there first!

Fyre Festival 

If you missed news of a disastrous festival held on an island “once owned by Pablo Escobar” (shorthand for drugs and violence are cool?!) back in May, you’d have to be living under a rock to have missed the sad and hilarious Netflix movie documenting its story.

It would be all too easy to blame the social media ‘influencers’ who lured hundreds of millennials to an island which better represented a “collab” between Lord of the Flies and Battle Royal rather than the kind of party rappers (like Ja Rule) fantasize about. 

As we wrote for PR week, “the concept of influencers is still relatively new and young people in particular are easily swayed by them unless they are educated about how this process works.” Essentially, whilst it is advertising no one explicitly makes us aware of it. Whereas a consumer “can easily recognise a BMW commercial as a traditional ad” (we know cars can’t drive up walls), we can’t be sure that Emily Ratajkowski isn’t really going to be sharing a private jet to a festival with me (although I think most can be sure).  

The Competition and Markets Authority’s ruling that influencers must inform their followers if they were being paid to endorse products will go some way to addressing this. However, it will be interesting to observe if this leads to a decline of social media ‘influencers’ .  It’s something we’ve written on before; surely a lot of their power was always held in their perceived authenticity?
Or perhaps, the lure of mingling with Z list celebrities (like Ja Rule), taking selfies in private planes and hoarding likes on Instagram will always be too much for some.  

Oscar Nominations

Whereas the Golden Globes were criticised for being more about “moral preening and identity politics” than choosing the best films; the Oscars were back to doing what award ceremonies do best; highlighting all the flaws in the film industry - courtesy of the lack of female director nominations.

Dazed Magazine drew up a list of films directed by women that should have been Oscar nominated, whilst Variety labelled it “Unconscionable. Unbelievable. Unsurprising.” Equally unsurprising was the hashtag #OscarsSoMale trending on twitter.  

Whilst having an even mix of male and female director nominations would obviously be a definite 'win', it’s difficult to ignore the fact that women account for just 8% of directors working on the 250 top films. An awful statistic, that indicates perhaps, that the problems run rather deeper than the Oscars themselves. 

However, having our awards ceremonies become a circus of contemporary virtues, which espouse moral theatre, won’t alleviate the issues, only mask them.  

Make time... 

Bearing in mind the above trends, The New York Post have written a fantastic article, which explains ‘How the media convinces us we’re all outraged — even when no one cares
The piece poses some interesting questions regarding the responsibility of the media to supposedly report news ‘in the public’s interest’ and who these ‘hate clicks’ inevitably benefit. 

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