For any hard-pressed comms person in the public or third sector who just needs a bit of inspiration, handy learning or fascinating facts (there really is a New Fave Fact section). Campaign and creative inspiration you can steal. Storytelling and comms tips and insight to pass off as your own.
Beckhams and the battle for authenticity
Did Brooklyn-gate help us see through 'authentic'?Before last week, I knew very little about Brooklyn Beckham, other than why he's called Brooklyn (which is a bit weird now I think about it). So the chances of this being a psuedo-gossip column hot take on the family feud are nil. But the whole drama surfaced a question that had been troubling me anyway: what 'authentic' really means now. This piece on the Beckhams fallout highlighted how 'authentic' has now become a comms commodity in its own right, something to be switched on and off when the time is right. We talk all the time about the need for authentic human comms (guilty) and how it's more important than ever in the rising tide of AI-driven content (see last newsletter). This Reuters Institute report focuses on how important distinctive voices and stories will be in 2026 to counter this. But when authenticity starts to become performative, trust starts to erode (great example in the Make Work Better newsletter). That's the thing with authenticity. It's authentic (or should be). And we can spot someone faking it as quickly as an AI-written blog (spot the em dash!) So let's treat authenticity carefully - we're going to need it around this year. USE THIS: content and campaign ideas (Part 1)I'm a big fan of behind-the-scenes type content that show you surprising things about an organisation or job, so I loved this hat feature from Gwent Police - niche and all the better for it! (Get this type of creative and content inspiration first on the Creative Catch of the Day WhatsApp channel.) We’re tipping our caps to the many hats our officers wear - literally 👮♀️👮♂️ From formal headwear to specialist kit, each hat has a purpose, a history, and a role in helping officers do their jobs safely and professionally. This is just a handful of the many styles that are part of the uniform 👀 Whether it’s keeping officers visible, protected, or patrol‑ready, every hat plays its part 🤝 #fyp #Police #NationalHatDay #PoliceHats #UKPolicing Rydyn ni'n codi’n capiau i'r holl hetiau mae ein swyddogion yn eu gwisgo - yn llythrennol 👮♀️👮♂️ O benwisg ffurfiol i git arbenigol, mae gan bob het bwrpas, hanes, a rôl wrth helpu swyddogion i wneud eu gwaith yn ddiogel ac yn broffesiynol. Dim ond llond llaw o'r steiliau niferus sy'n rhan o'r wisg yw'r rhain 👀 P'un a yw'n cadw swyddogion yn weladwy, yn ddiogel, neu'n barod ar gyfer patrol, mae pob het yn chwarae ei rhan 🤝 USE THIS: content and campaign ideas (Part 2)Natural timelines are also something we've talked about before on this newsletter and this was a great little storytelling series from Southend that brought their hidden heroes to the fore. DESIGN: the importance of icons (and how Apple got it wrong) I've always has a weird fanboy appreciation for icons and their ability to convey so much with so little. And this is a brilliant analysis of how Apple's latest software update has got it so wrong and how important it is to get them right. COMMS: what hills do you die on? Let's be honest here, we can be fairly picky, pedantic types in comms (it's our job, right?) and there are several causes we would gladly march over a cliff for (thanks to Adam Driver for the share on this one). (HEALTH WARNING: this is from the US so just brace yourself for the point about how to use the word 'data'.) LOCAL GOV COMMS: new training programme launching If you're a member of the LGcomms network, then it's definitely worth staying tuned to their channels to hear more about a new training programme that kicks off today (January 29). Future Comms is there to equip comms teams for the challenges and skills of the future and I'm looking forward to joining the first event in London to talk storytelling for the modern age. FREE VIDEO TIPS: storytelling, campaigns, webinars...The latest tip from the Story Board is now live on the Turn The Page YouTube Channel, alongside lots of webinars and other useful training content. LEARNING OPPS: dates for the diary 📆📆 WEBINAR - Is organic social media dead? (FREE) 📆 WEBINAR - Comms predictions for 2026 (FREE) ABOUT USTurn The Page is a story-led communications consultancy, using the power of stories to create memorable, measurable campaigns, strategies and narratives. Campaigns and comms led by stories are measurably more successful and improve engagement and trust.
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The Page Turner - creative comms and storytelling gold
For any hard-pressed comms person in the public or third sector who just needs a bit of inspiration, handy learning or fascinating facts (there really is a New Fave Fact section). Campaign and creative inspiration you can steal. Storytelling and comms tips and insight to pass off as your own.
The underrated art of acknowledgement My brother does nature conservation. No real reason for you to know or care about that, but he does. What I'd completely forgotten about was how a letter from Sir David Attenborough had played a large part in that, until he was recounting the story around the great man's 100th birthday celebrations a few weeks ago. When he was 12, Paul sent him a letter about reptiles he was rescuing near our house (our shared bedroom was always full of snakes and lizard...
They don't teach you that at college No matter what type of comms qualification or experience you have, some things you just can't train for. You may have either got along to the UnAwards Masterclass event in Birmingham (well done if you bagged a ticket) or been able to join the online webinar last week. And, as always, it was brilliant to hear the stories behind the award-winning work - how it was planned, created and executed. (By the way, one of the top comms hacks out there is the Comms...
Sell the benefits, not the features It's always there. Everyone knows it. But no-one says it. I've just finished a messaging refresh with a national charity. It covered a really important initiative for them, one they wanted employers to jump on board with. On the surface, there was nothing hugely wrong with what already existed. But then I put on the glasses of the intended audience, which always helps to reveal the most important factor - will they care? There was plenty in there about what...