REPORT WRITING
I have written countless reports for innumerable bands – I genuinely love creating and delivering these powerful assets
I blend data analysis and journalistic storytelling with authentic human insights, while holding myself to one simple rule:
Every page should contain a headline that stands on its own as a news story
That is how you create an asset that is truly powerful – that delivers genuine longevity to your company and value to journalists, consumers, and prospective clients
The examples below, created for MoneySuperMarket over the last 18 months, demonstrate the sort of dream coverage my report writing achieves
CASE STUDY:
HOUSEHOLD MONEY INDEX
While working at Goldbug, MoneySuperMarket briefed us that it wanted to create a strategic report it could use to celebrate its 30th anniversary, demonstrate its expertise and encourage people to switch and save.
Amid the cost of living crisis, journalists had told me that while demand for personal finance news had never been higher, ordinary people found much of it confusing and irrelevant.
My idea was simple enough: We should make something relatable and usable that helps people to understand their relative financial position within the UK’s cost of living crisis – and nudges them to switch and save through MoneySuperMarket.
Using the Consumer Price Index as a basis – which monitors variation in prices of a ‘basket’ of retail goods to gauge inflation – I devised an idea to do the same for household expenditure.
Instead of a basket of goods, we should look at how much it costs the average person to just exist every month; how much of the average monthly pay packet is spent on a basket of bills and outgoings (many of which are products MoneySuperMarket sells) in different locales and demographics across the UK.
Developing the idea further – and rooted in the insight that my Dad often muttered how “it costs me £50 every time I get out of bed in the morning” – we would work out how much the average Brit spends before they have even left the house each day.
And so the Household Money Index (HMI) was born.
Since then, it has become a quarterly barometer of the nation’s finances, appearing in every national newspaper and discussed in the same breath as CPI by serious people.
We frequently dipped back into the HMI figures for reactive journalist requests – its findings have been used countless times to contextualise the state of the UK’s personal finances.
Using the HMI figures in an email subject line doubles MoneySuperMarket’s newsletter open rate. It went down so well the company's internal content team has since developed the idea into a series of other indexes spanning everything from eelctric vechiles to life insurance.
The HMI – and the reams of coverage we secured off the back of it – was highly commended at the PR Week Awards.
If you'd like me to develop a similar idea for your company, please get in touch below.