Experts Matter. Find Yours.
Connect for media, speaking, professional opportunities & more.
The EU-UK Trade and Cooperation Agreement is costly, what does the UK need to do? | Aston Angle
As far as trade is concerned, the EU exit has been rather costly to the UK. At the Centre for Business Prosperity, we have been tracking the performance of UK trade in recent years. The UK’s trade dropped sharply during COVID. Like other nations, this was due to the global recession and supply chain disruptions. However, the UK failed to recover and enjoy the boom, despite the tariff-free terms of trade in goods set out in the EU-UK Trade and Cooperation Agreement (TCA). The UK now trades less with the EU, its largest trading partner, than in 2019. During the same period, Germany and the Netherlands grew trade with the EU by nearly a quarter, and US trade with the EU has also grown considerably. Reports suggest, including those from the British Chambers of Commerce, that exporting to the EU has become much more costly and in some cases, unviable. It appears that the “certainty” provided by the TCA has not reversed the declining trend of the UK-EU trade so far. Our new paper for the Enterprise Research Centre (ERC) has found that UK exports experienced a large, negative, statistically significant decline in 2021 at the end of the transition after the EU-UK Trade and Cooperation Agreement (TCA) was put into force. We estimate that this amounts to a 22% reduction in exports to the EU and a 26% reduction in imports from the EU over the first half of 2021, relative to the counterfactual scenario of the UK remaining in the EU. How did this happen? After all, the TCA ensures that goods moving between the UK and the EU have no tariffs or quotas, so long as the rules of origin are complied with. Rules of origin help you work out where your goods originate from and which goods are covered in trade agreements. Our research found that non-tariff measures (NTMs) were responsible for the adverse TCA effect on UK trade with the EU and that the magnitude of loss was significant. It was equivalent to a reduction of £12.4 billion in UK exports over the first six months period of 2021. This equals 16% of UK total exports in the first half of 2019 and 70% of the documented total reduction in the EU exports in the same period. A number of factors can be attributed to the decline of UK exports to the EU. In particular, the increased trade frictions that occurred mainly due to sanitary and phytosanitary (SPS) and technical barriers to trade (TBT) as a result of entering the TCA. Sanitary and Phytosanitary (SPS) measures refer to the EU controls to protect animal, plant or public health. And technical barriers to trade (TBT) refers to mandatory technical regulations and voluntary standards that define specific characteristics that a product should have, such as its size, shape, design, labelling/marking/packaging, functionality or performance. On average, for the first six months of 2021, a 1% increase in SPS resulted in a 13–15% reduction in exports to the EU, most notably in the food and drink, wood and chemicals sectors. Furthermore, a 1% increase in TBT led to a 2–3% reduction in exports, especially in metals, equipment, machines and miscellaneous industrial products. What next? Since the post-Brexit dysfunctions are now diagnosed, in theory we could move on. The UK can directly tackle the trade challenges, so long as other things, such as politics, do not stand in the way. Fundamentally, what needs to happen is the removal or relief of the root causes coded by the TCA – the trade barriers newly erected. This is a key task; it is challenging but not impossible. Trade frictions due to the SPS measures are an acute problem of Brexit. Reducing some of the non-tariff measures between the EU-UK would help by exploring other mechanisms such as equivalent SPS measures or other ways to reduce businesses burden to a minimum. The technical barriers to trade are more complicated and challenging and they could potentially cause significant damage to the UK economy. Despite its limitation, maintaining and broadening the established arrangements of the current TCA provision, through some form of mutual recognition of specific practices or international regulations for selected sectors, should be the ambition of UK government to help ease the TBT trade barriers. Future EU-UK co-operation is critical and mutually beneficial but requires political will and strong leadership. In the short and medium term, supporting firms should be the priority, especially small- and medium-sized firms that are productive enough to have exported to the EU in the past, but now face hurdles to continue exporting. These firms tend to be limited on resource but have the infrastructure and ambition to internationalise. Targeted support for specific challenges could be also fruitful. The UK Department for International Trade Export Support Service, the British Chambers of Commerce and local growth hubs have the expertise and experience to help firms export. Therefore, resources should be made available to allow for customised and responsive support with exports, as well as taking advantage of technologies that can identify and reach businesses who require support. Provision should also be made to collect feedback on the quality of the support provided, to enable further improvement. Helping businesses continue to access EU markets, while enabling the economy to take advantage of welfare-enhancing benefits from trade, remains imperative. Given the economic benefits of the roll-out, the new free trade agreements are expected to be limited and effective only in the long term. UK domestic policies should be the focus to improve the competitiveness of exporters and their ecosystem. By Professor Jun Du Director of the Centre for Business Prosperity Professor of Economics, Finance and Entrepreneurship, Aston Business School Lecturer in Politics and International Relations School of Social Science and Humanities Dr Oleksandr Shepotylo Senior Lecturer, Economics, Finance and Entrepreneurship, Aston Business School
Dr Keith Bradshaw OBE and the West Midlands Mayor met students on the Introduction to Healthcare programme at Aston University ‘NHS outbreak’ experience day The Introduction to Healthcare programme is generously funded by Keith Bradshaw 55 local school students attend the one-day event on Aston University campus. Dr Keith Bradshaw OBE and West Midlands Mayor Andy Street have visited Aston University to meet Year 9 students who were attending a healthcare experience day on campus as part of the University’s Introduction to Healthcare programme. 55 school students took part in a full day of activities experiencing some areas of the healthcare professions. In one activity, the students acted as NHS finance directors during a disease outbreak, where they were asked to make financial decisions, such as choosing which departments in a hospital would be allocated funds from a £1 million budget. The students listened to pitches from different NHS departments before creating a presentation outlining which areas would get some of the budget and the reasons why. The exercise allowed them to develop their teamwork, as well as reasoning and presentation skills. Keith Bradshaw, a prominent businessman and philanthropist, generously funds the Keith Bradshaw Introduction to Healthcare programme, which is designed to increase students' awareness of the various careers within the healthcare sector and support students with their journeys into higher education. Working with students in Years 8, 9 and 10 from schools within the Solihull, Birmingham and Black Country area, the programme aims to educate young people about opportunities within healthcare and the importance of achieving the right GCSE grades to pursue those professions. The programme was launched in 2018 following the success of Aston University’s Pathway to Healthcare Programme. Keith said: “It’s been a pleasure to meet students attending the healthcare programme and hearing more - through their presentations - about their ideas on how they might manage an NHS budget and in which areas they would choose to allocate funds. “One of the key objectives of this programme is to support young people so they can develop and deploy their skills for the benefit of the local community. “We must get the most out of our young people, so they can support our health and welfare and live fulfilling and rewarding lives, which is why this programme – intended to widen participation into healthcare – is so very important.” Andy Street, Mayor of the West Midlands, said: “I was pleased to have the chance to visit the Introduction to Healthcare experience day, to learn more about the programme and to hear directly from the participating students. “A key part of my mayoral mission is to help young people from across our region to raise their aspirations and support the creation of high-quality job opportunities for them here in the West Midlands. “So, I congratulate Aston University on their wonderful widening participation efforts and will certainly play my part in advocating to Government the merits of funding and expanding these sorts of pathway programmes that do so much to help young people from all backgrounds to not only aspire to brilliant jobs but also be practically supported on the best possible route into these professions.” For more information about the Introduction to Healthcare Programme at Aston University please visit our website.
Up in smoke? With vaping on the edge of banishment, let our experts help with your coverage
The U.S. Food and Drug Administration (FDA) has paused a ban on the sale of Juul Labs' e-cigarettes, saying an additional review of the company's marketing application is required. The once thriving company won a temporary reprieve a couple of weeks ago after a federal appeals court stayed the FDA's ban, following an appeal from Juul for an emergency review of the regulator's order. Juul has always been in the spotlight, in part because of its prominent placement atop the e-cigarette chain, but with the company facing a potential demise, it could be the first casualty, with the rest of the vaping industry in the government's sights. Dr. Zubair Karim, assistant professor in the Department of Interdisciplinary Health Sciences at Augusta University, fields a few questions and lends his expert perspective on this topic. With the ban on Juul products, could this result in a ban on other companies’ e-cigarette products as well, or was there something specifically about Juul that caused their ban? This is the first steps toward the banning of the e-cigarette, i.e., Juul, where the FDA took a significant and bold step. Gradually, this will open the path for banning of the other e-cigarette products. There are no differences in the Juul and other products but Juul became more popular in our young generation. Many local and state jurisdictions have recently begun enacting laws that prohibit e-cigarette usage that smoking is banned, although some state laws with comprehensive smoke-free laws will still allow for vaping to be permitted in bars and restaurants while prohibiting e-cigarettes in other indoor places. On a more basic level, what are platelets (where are they, and what do they do) and do we know what has caused them to react more negatively compared to traditional smoking? Platelets are small and colorless stem cell fragments present in our blood. They are disk-shaped and don’t have a nucleus. It plays an important role in maintaining vascular integrity based on their ability to respond to lesions in a vessel wall. Hyperactivity of platelets is known to cause spurious clot formation and occlusive loss of blood flow, leading to strokes and heart attacks, whereas hypoactivity causes bleeding diathesis with life-threatening consequences. Several studies have been reported that smoking induces oxidative stress, leading to increased platelet activation, whereas nicotine causes the damage of endothelial lining of the arterial and venous system and ultimately leads to the severe life-threatening consequences. What are thrombotic events and why should someone be worried about them? Thrombosis is the formation of a blood clot (partial or complete blockage) within blood vessels, whether venous or arterial, limiting the natural flow of blood. There are several complications depending on where the thrombosis is located. The most serious problems include stroke, heart attack and serious breathing problems, which is called pulmonary embolism. If the patients are not treated in a timely manner, it will lead to life-threatening conditions. However, progression of the disease can be prevented by following changes in our lifestyle such as increasing physical activity, quitting smoking, losing weight, eating a balanced diet, quitting junk food and managing other health conditions. How do nicotine and other harmful chemical levels compare in vaping vs. traditional cigarettes? Both smoking and vaping have similar side effects and cause serious health risks in the long run. Scientists do not fully understand the long-term health effects of electronic cigarettes (e-cigarettes), yet science indicates that they are not a safe alternative to smoking. In the last several years it has been observed that vaping is growing in popularity among teenagers. Moreover, e-cigarettes contain a large dose of nicotine, a substance known to slow the development of brains in fetuses, children and teens. Furthermore, vaping involves breathing in aerosol that contains several chemicals, including nicotine and flavoring through an e-cigarette or other devices. Also, the liquid present in the e-cigarettes which creates the vapor is dangerous to adults and children if they swallow, inhale, or get it on the skin. Nonetheless, vaping also delivers dangerous chemicals, including diacetyl, cancer-causing chemicals, heavy metals, volatile organic compounds (VOCs), and such toxic chemicals that are not generated in traditional cigarettes. In summary, long-term vaping causes similar toxic impact to overall health compared to traditional cigarettes. This court case will be getting a lot of attention and could determine the future of the e-cigarette industry. If you're a journalist looking to know - then let Augusta University's expert help. Karim is available to speak with reporters about vaping and e-cigarettes. Simply click on his icon now to arrange an interview today.
'I knew the men murdered in the Amazon—and their alleged killer'
On June 5, 2022, Indigenous expert Bruno Pereira of Brazil and freelance reporter Dom Phillips of Britain went missing while working in a remote part of the Amazon. Since then, a suspect in the case has confessed to their murders. But the story hasn't ended there. As journalists and experts take a closer look, the plot behind the story has thickened with politics, Indigenous rights, and organized crime. Scott Wallace, an associate professor of journalism at the University of Connecticut and author of The Unconquered: In Search of the Amazon’s Last Uncontacted Tribes, has worked extensively in Brazil's Javari Valley. He shared his perspective -- as someone who knew the victims as well as the alleged perpetrator, with National Geographic: The increasingly brazen intruders are no longer small-time players with a net or rifle seeking to put a meal on the family table. Members of the Indigenous patrols say that more and more, poaching crews appear to be highly-capitalized ventures, backed by a shadowy network of outside investors with suspected links to the illicit drug trade. Their fishing boats feature high-horsepower motors, and they carry large quantities of fuel, expensive gill nets, ice, and hundreds of kilos of salt to preserve bushmeat and critically endangered pirarucu, one of the world’s largest freshwater fish. In a rare police action, officers in March intercepted fishermen leaving the reserve with two dozen endangered river turtles, 650 pounds of salted bushmeat, and nearly 900 pounds of salted pirarucu. The evident outlays of cash create both the ability and the imperative for fishermen such as Oliveira to head deeper into the Javari territory, stay there longer, and return with hefty payloads to settle their debts. Unconfirmed reports indicate that Oliveira may have owed a Peruvian financier nicknamed “Colombia” more than $15,000 because a load of his contraband had been intercepted by the Indigenous patrols. As intruders penetrate into the depths of the Javari, Indigenous leaders and their allies fear the growing likelihood of a conflagration involving the uncontacted nomads roaming the forest. “They’re definitely putting the isolados—the isolated ones—at risk,” says Orlando Possuelo, Sydney’s son, who is based in Atalia do Norte and has been working alongside Pereira in advising the Indigenous patrols for the past two years. Poachers are pillaging the animals the isolated groups depend on for survival. And uncontacted groups remain highly vulnerable to contagious diseases, for which they have little to no immunological defense. Finally, and perhaps most immediately, there’s the very real danger of violence. “These fishermen don’t hesitate to shoot,” Orlando says. “If they’re willing to kill outside the reserve, there’s no doubt the lives of the isolated ones are in danger.” An uncontacted Indigenous group would have no way to peacefully communicate with interlopers entering their territory. Their likely first response would be to attack, which could provoke a bloodbath when intruders respond to spears or arrows with far more lethal bullets, says Paulo Marubo. “Anyone knows what the results will be between those carrying firearms and those who do not have them.” The hope of averting that alarming possibility was what led Pereira to risk his life. “The greatest concern that I have is the advance of outsiders—be they for projects authorized by the government or illegal players like loggers, miners, and land-grabbers—into the territories of the isolados,” Pereira told me in a phone call in 2019 after he was ousted from heading the isolated tribes department. “At the same time, you have the crippling of FUNAI and the department to protect the isolated tribes. It’s a very dangerous mix.” Scott Wallace is a bestselling author, photojournalist and educator who covers the environment and vanishing cultures worldwide. Scott is available to speak to media - simply click on his icon now to arrange an interview today.
ChristianaCare is out to revolutionize health care. One of the country’s most dynamic health care systems, ChristianaCare is partnering with two leaders in medical and therapy services to provide comprehensive, integrated virtual health services 24/7 to colleges, universities and other institutions of higher education. Together with PursueCare and SimpleTherapy, ChristianaCare created a bundled health care product that combines general medical services from ChristianaCare’s Center for Virtual Health, mental health and addiction treatment programs from PursueCare and hyper-personalized musculoskeletal care from SimpleTherapy. ‘The future of health care is virtual’ “At ChristianaCare, we know that the future of health care is virtual,” said Sharon Anderson, MS, RN, FACHE, ChristianaCare’s chief virtual health officer and president of ChristianaCare’s Center for Virtual Health. “When college students are able to access medical, behavioral health and musculoskeletal services through their phone or laptop, from their dorm room or a private space on campus, they’ll be more likely to get help when they need it. This is about delivering care to students on their terms, so that they can be healthy and supported with high-quality care throughout their college experience.” Personalized virtual health solutions will be available to students at participating higher education institutions through a customized portal accessible from any computer or mobile device. Students will be able to access assessments, resources and virtual treatment via modules or telemedicine sessions with licensed providers. The offering provides students with unlimited, on-demand care from a multidisciplinary team solving for a multitude of conditions. “For college and university student health services and administrators, this partnership offers a powerful new way to provide comprehensive, affordable health solutions that benefit students,” Anderson said. “In a highly competitive recruiting environment, these solutions are easy to implement and can add tremendous value. We are excited to partner with colleges and universities to strengthen their student health programs by creating a comprehensive virtual care solution to meet their student’s health care needs.” Through a single digital portal, participating students can access internal and family medicine providers from ChristianaCare’s Center for Virtual Health. PursueCare’s Joint Commission-accredited mental health, psychiatric and medication-assisted treatment providers, and SimpleTherapy’s licensed physical therapists specializing in musculoskeletal care, acute or chronic pain management, and strength and mobility training can all be accessed through the portal. Students will also have the option of using PursueCareRx for their pharmacy needs. PursueCareRx is a competitively priced full-service pharmacy that accepts most major insurance and delivers directly to customers. “Young adults face an escalating mental health and substance use crisis,” said Nick Mercadante, founder, and CEO of PursueCare. “Colleges and universities are frequently unable to comprehensively serve the increased need, and research suggests substance use, mental health and suicide carry a significant social stigma. Our goal is to work collaboratively with campus health resources to bring a low-barrier solution students can access privately, any time, on their terms. Additionally, partnering with a world-class health system like ChristianaCare means we can help support whole-person care needs.” “Chronic musculoskeletal disorders have never been more prevalent and traditional care pathways are often ineffective and costly,” said Arpit Khemka, co-founder and CEO of SimpleTherapy. "SimpleTherapy removes barriers for students allowing them to take control of their musculoskeletal health, reducing their need for high-cost, high-risk services, such as surgery and opioids, to manage pain. This results in higher compliance rates and more successful outcomes." Customized and co-branded product The product is designed for colleges, universities and all other higher education institutions. For a flat fee, a school will be able to offer care that is customized and co-branded with school-specific content to be an extension of existing campus health services. It provides curated resources for rapid pre-assessment, on-demand chat and discreet, personalized access to care for students on or off-campus. The innovative patient portal aims to improve and strengthen how schools offer health care solutions to their student population while reducing any potential interruptions of academic and athletic pursuits by making it possible for students to conveniently access care from anywhere. In addition, the offering eliminates social stigma and other access obstacles for students who are at-risk or potentially at-risk, making it more likely that students will avail themselves of treatment options and remain in school. These services are currently licensed to operate in Delaware, New Jersey, Pennsylvania and Maryland. Applications for licenses are underway in other states. ChristianaCare has long been a trailblazer in virtual health. Among its achievements, during the COVID-19 pandemic, ChristianaCare developed a COVID-19 virtual monitoring program that helped 37 companies in 14 states safely reopen with daily symptom monitoring, testing and connections to care for more than 10,000 employees. It’s Center for Virtual Health makes receiving care radically convenient, offering a full continuum of virtual care delivery programs. These programs include virtual primary care, specialty care programs and a Hospital Care at Home Program bringing hospital level of care to a patient’s home. The Center for Virtual Health cares for thousands of patients using state-of-the-art virtual care capabilities supporting patients in receiving care anytime, anyplace, including in the comfort of their own homes. For more information about the program, visit StudentCareSolutions.com.
ChristianaCare Launches Gender Wellness Program for Transgender and Gender Diverse Individuals
Pride Month announcement highlights need for quality health care for LGBTQ+ community ChristianaCare has opened a Gender Wellness Program to provide psychotherapy and support services for individuals age 13 and older who are exploring their gender identity or experiencing gender dysphoria—a sense of incongruence and distress that a person may have because of a mismatch between their gender identity and their sex affirmed at birth. Downloadable: PHOTOS VIDEO The program also provides treatment for any behavioral health condition the individual may be struggling with, such as anxiety and depression. People who identify as transgender have higher rates of suicide attempts than individuals who do not identify as transgender, according to the National Institutes of Health. “ChristianaCare aims to provide the safest, highest quality health care and the best experience possible for our entire community, guided by our values of love and excellence,” said Mustafa A. Mufti, M.D., interim chair of the ChristianaCare Department of Psychiatry. “Caring for our entire community means providing sensitive, compassionate, and state-of-the-art behavioral health and medical care to transgender and gender-diverse individuals. Our Gender Wellness Program will help improve health equity and outcomes for individuals and families who need these services. We know that transgender and gender-diverse individuals face health disparities, and our program will help address that.” The program follows the guidelines of the World Professional Association for Transgender Health (WPATH). WPATH promotes the highest standards of health care for the health of transsexual, transgender and gender-nonconforming people based on the best available science and expert professional consensus. “Our Gender Wellness Program is ready to support anyone age 13 or older who is exploring their gender identity, experiencing gender dysphoria or who needs education and support around social and medical transition,” said Brett E. Herb, DSW, LCSW, program manager of the Gender Wellness Program. Dr. Herb has been in clinical practice for more than 25 years as a psychotherapist and a clinical and administrative manager for numerous behavioral health programs, and has been working with the transgender and gender-diverse populations for the past 17 years. “We provide referrals to compassionate, gender-affirming health care experts,” Dr. Herb said. “Often, families find themselves having to educate their primary care providers, schools, neighbors and family members about how to appropriately care for gender-diverse individuals. Our program provides individuals and families with access to specially trained gender therapists they can trust who can get them the answers they need to help navigate the complexities they may encounter.” The Gender Wellness Program provides referrals to trans-competent primary care providers who prescribe gender-affirming hormone treatment, along with specialists for gynecological and obstetrics care. The program offers individual, couples, family and group therapy sessions. It also provides existing patients with assistance with personal documentation changes and letters of surgical support. “This program has provided me with tremendous support throughout my transition,” said Julie Brown of Wilmington, Delaware. “My therapist empathizes with what I am experiencing in my life, and has guided me through my evolution. The group therapy sessions help me understand that I am not alone. “We form a community, share information and support each other in a safe environment. My child is also a patient of the Gender Wellness Program. Their support has helped him deal with my changes and understand his gender dysphoria.” “Brett Herb and the Gender Wellness Program have helped me grow the confidence I needed,” said Kristopher Snedeker of Newark, Delaware. “Working with the professionals at the program has provided resources to help further my gender transition to become who I truly am.” Gender therapists at the Gender Wellness Program are: Brett E. Herb, DSW, LCSW, Program Manager. Amanda Pope Evans, MSW, LCSW. Katherine Goemaat-Suarez, MSW, LCSW. ChristianaCare is a national leader in LGBTQ+ health care. For the past 11 consecutive years, Christiana and Wilmington hospitals have been recognized by the Healthcare Equality Index as an LGBTQ+ Healthcare Equality Leader. Individuals who would like to learn more can contact the Gender Wellness Program at genderwellnessprogram@christianacare.org or call 302-623-6773. For more on ChristianaCare’s LGBTQ+ health initiatives, visit LGBTQ Health Initiatives.
Expert Says Financial Technologies Can Help Address Climate Change
“Financial technologies offer great promise to tackle climate change and provide pathways for developing sustainable economies and lifestyles,” says Aparna Gupta, a professor of quantitative finance at Rensselaer Polytechnic Institute and co-director of the Center for Research toward Advancing Financial Technologies (CRAFT), the first-ever fintech research center backed by the National Science Foundation. CRAFT brings together industry partners and policy makers to conduct research that is relevant for industry and has potential for commercialization. Dr. Gupta says that blockchain technologies combined with smart contracts and Internet of Things (IoT) devices are set to transform property and casualty insurance that is subject to increasing threats from climate change. Similarly, distributed ledger technologies can be utilized for issuing innovative climate finance securities, such as green bonds and climate derivatives, by facilitating traceable, transparent, and standardized transactions. Regulatory readiness to support blockchain-enabled green bonds and other climate finance securities issuance is underway across the globe. Climate fintech is also set to play a pivotal role in increasing renewable power generation and accelerating the transition to clean energy, according to Dr. Gupta. Digital lending platforms use crowdsourcing models to provide debt financing for residential solar energy systems. Climate-conscious consumers can make spending decisions that minimize their carbon footprint through solutions such as using a credit card that allows them to round up their purchases and use the change for planting trees. In the investment management and advisory space, there is a growing recognition of the need for environmentally sustainable investing. Responding to this need, fintech startups are offering platforms for clean energy investments and enabling investors to construct low-carbon-impact financial portfolios. “Financial technologies innovations are poised to transform almost all aspects of financial services, and in doing so, offer great opportunities to address climate change challenges,” Dr. Gupta says. In addition to her leadership in fintech, Dr. Gupta is at the helm of a team of financial and renewable energy experts developing risk management tools to incorporate renewable energy into the energy market. They will set and standardize risk factors to make it easier for this critical industry to be both productive for investors and creators and systematized for users, similar to the rating system created for the bond market. Dr. Gupta also serves on the Climate Risk Working Group of the Financial Risk Manager Advisory Committee for the Global Association of Risk Professionals tasked with identifying the important climate issues for the training of future global risk professionals. Dr. Gupta is among the many experts and researchers at Rensselaer available to speak on this topic.
Aston University academic named President of the College of Optometrists
Professor Leon Davies named incoming President of the College of Optometrists Professor Davies will serve a two-year term as President Seven new Council members have also been elected onto the board Professor Leon Davies of the School of Optometry at Aston University has been named as the College of Optometrist’s incoming President. The College of Optometrists also welcomed seven new Council members at its AGM, held during its clinical conference, Optometry Tomorrow 2022, on 20 June. Incoming President, Professor Leon Davies FCOptom, is currently a board member and previous Vice President. Leon is professor of optometry and physiological optics at Aston University and former editor-in-chief of the College’s peer reviewed CPD journal, Optometry in Practice. Academically, Leon has over 60 publications and has been awarded over £2.5m of funding for his research from UKRI, the EU, charities and a number of multinational organisations. His research is focused on presbyopia and the restoration of ocular accommodation to the ageing eye. He is also a recipient of the College of Optometrists Research Fellowship Award, and was awarded the inaugural Neil Charman Medal for research excellence in optometry, optics and vision science. Professor Leon Davies said: “I am extremely proud to be elected President of the College and honoured to represent the profession at such a crucial time, with transformational changes underway including the General Optical Council (GOC) Opticians Act review and the College’s newly published Workforce vision. “I am determined to continue the profession’s advances to ensure optometrists across the UK are at the centre of new models of eye care, and that their competences and skills are recognised and used to their full potential. “I would like to pay tribute to our outgoing President, Colin Davidson FCOptom, for his unstinting work and dedication over the last two years and offer thanks to all our departing Board and Council members for their dedicated service." The School of Optometry’s portfolio of courses range from undergraduate, to masters taught and doctoral level research, as well as a wide range of optometry continuing professional development options. All programmes are informed by professional practice and are led by an inter-disciplinary teaching team of optometrists, dispensing opticians, ophthalmologists, and vision scientists. Reflecting this highly practical ethos, students on the School’s undergraduate programmes benefit from substantial hands-on experience in the onsite Aston Eye Clinic, one of the largest at any UK university, with over 6,000 patient episodes completed every year. For more information about the School of Optometry at Aston University please visit our webpages.
Beyond the Media Pitch: How to Secure Better Coverage in Today’s Noisy Market
At our webinar earlier this month, we were joined by Wilf Dinnick, a communications and media professional with more than 25 years of global experience as a journalist working in national broadcast, digital and early-stage startups. Wilf has covered major stories for news networks including ABC News, CNN, CBC News and Al Jazeera and is a past winner of the prestigious Edward R. Murrow Award. This vast experience on both sides of the camera has given him a keen understanding of what it takes to secure media coverage in today’s environment. Here are 3 key takeaways you missed: #1 The Odds of your Media Pitch Resulting in Coverage are Disappointingly Low - And the Trend is Not Good Wilf Dinnick discussed the sobering stats from a study of over 400,000 pitches conducted by Propel media that reveal that only ⅓ of emails sent to journalists are opened. But equally disappointing is the fact that only 3% of pitches result in coverage and this trend appears to be continuing. What Dinnick went on to explain is that “journalists see many pitches as an interruption as most fail to clearly demonstrate relevance to the stories they want to publish for their audience. #2 Journalists are Busier than Ever. So You Need to Connect with Them In Places they are Going for Story Ideas and Expert Sources Dinnick also shared some important data that reveals how journalists are spending their time. Where they get their story ideas and how they search for experts. This helps explain the diminishing rate of return on traditional media pitches. For instance, Twitter remains dominant as a platform used by journalists to quickly discover trending stories. So making your story ideas more discoverable with appropriate hashtags on social is an important way to promote your experts in the flow of the conversation as a story is breaking or emerging. Wilf also highlighted the importance of dialling into the daily news cycle by looking in the same areas journalists are going for their ideas. The latest research reveals that journalists find newspapers and magazines most valuable. Why? Sites such as the Washington Post, CNN, BBC, New York Times and Axios are well funded and resourced to develop the longer format, well-researched stories. They often focus on exclusive stories and break important news that is echoed through other outlets. And they set the pace of the news cycle as it echos through regional news outlets where journalists look to localize the story for their audiences. Closely monitoring these sites allows you to be in touch with the key stories and offer clear value to journalists, by offering your experts who can help explain key developments in the context of their research or localize the story for a regional audience. #3 There are Ways to Beat the Odds and Improve your Media Coverage by Following Proven Best Practices When Pitching Despite the poor odds when pitching journalists, there is hope for media relations and PR pros. Dinnick unpacked a number of important best practices that can substantially improve your odds. Drawing on research from a number of media organizations that track journalist engagement, he laid out a number of guidelines that you should be following when putting together your media pitches. Some of these included: Timing Your Pitch Journalists are more receptive to pitches early in the day between the hours of 5am and 11am. This is when the stories are breaking and work is being assigned - and journalists are looking for expert sources. Also, there is evidence that pitching earlier in the week on a Monday or Tuesday yields better results. Keeping it Brief The research Dinnick presented on the profound changes that have been happening in Newsrooms and the overload that journalists are experiencing underscores the importance of being to the point with journalists. That begins with understanding how journalists are spending their day - glued to mobile devices. “This impacts how you need to write subject lines that generate curiosity and fit into mobile devices, given the limited set of characters they can display,” said Dinnick. He also shared stressed research that shows the body copy of a pitch should be under 200 words. Mind the Links Loading a journalist up with lots of links to research, videos, and media coverage in the body copy of your pitch may seem like a good idea to help them evaluative a story idea But this is a no-no. It creates unnecessary clutter and detracts from the key messages you want them to focus on. Instead, journalists report they want as few links as possible. Wilf Dinnick recommends 1-2 links max. It’s important to note that this will present a challenge if you don’t have your content organized into comprehensive expert profiles which include important information that journalists want to see such as past media and speaking appearances, research, publications, education/credentials, affiliations etc. There was a lot to take away from this session which was jam-packed with research and best practices for media relations and PR pros. However, perhaps the most important lesson was how to ”flip” the traditional approach to pitching 180 degrees - starting the pitch process by first developing “owned” content that gets published to your website. As Wilf Dinnick stated, “you have to think like a journalist” as you approach the story ideas you want to pitch. Start with owned content and publish stories that focus on your experts which clearly show them to be relevant and credible while making their work more engaging and human through visual media helps “set the table for the journalist.” If it’s well structured and engaging, it gives journalists the added context they need to immediately understand how your pitch is relatable to their audience. What’s most powerful about this approach is that it helps media relations and PR pros avoid the “earned media trap.” Instead of being overly focused on coverage, we can think more strategically about the value we bring to the organization as storytellers to create quality “owned” content that boosts search engine (SEO) authority and PageRank as well as site engagement with visitors to boost reputation, relationships and revenues. It was clear from the many examples shared by healthcare organizations, universities and associations that this approach is where the real gains can be made. And how media relations and PR pros can show more tangible value to their organizations. Stay tuned for more on this topic of owned content and how it helps improve your media coverage as we explore this in our next post. To see the entire webinar, make sure to sign up for BrightTalk to watch the full webinar here.
UCI experts available to discuss Roe v. Wade ruling
With the Supreme Court set to rule on Roe v. Wade, UCI would like to provide experts you can reach out to for comment: • Michele Goodwin, Chancellor of Law at UCI’s School of Law, focuses on constitutional law, torts, health law, and feminist jurisprudence. An internationally renowned pioneer and pathbreaker, She has spoken often to media about reproductive rights issues and the Roe vs. Wade issue. Goodwin has helped to establish the field of health law and subspecialties in law and medicine, including biotechnology and biosciences and the law, as well as race and bioethics. Her scholarship has been cited by courts, congress, civil society organizations, and news media worldwide. If you are interested in speaking with Michele, you can reach her directly at (773) 543- 6160 or mgoodwin@law.uci.edu. • Aziza Ahmed, UCI professor of law, examines the intersection of law, politics, and science in the fields of constitutional law, criminal law, health law, and family law. Her work advances multiple scholarly conversations including those related to law and social movements, race and the law, and feminist legal theory. You can reach Aziza on her mobile at (510) 778-3031 or coordinate with our team for an interview. • Charles Anthony “Tony” Smith, UCI professor of political science and law, received his PhD from the University of California-San Diego and his JD from the University of Florida. His research is grounded in the American judiciary but encompasses work in both comparative and international frameworks using a variety of methodologies. The unifying theme of his research is how institutions, and the strategic interactions of political actors relate to the contestation over rights, law & courts, and democracy. He has published seven books and more than 30 articles on the history and politics of the Supreme Court. You can reach Tony via email casmith@uci.edu. • David Meyer, professor of sociology, political science, and planning, policy & design, can discuss the effect of the decision on political mobilization, especially the anti-abortion and abortion rights movements. He can also talk about those movements and the courts more generally. You can reach David via emaildmeyer@uci.edu.
