< Previous30 East Midlands Business Link www.eastmidlandsbusinesslink.co.uk PUBLIC RELATIONS A ping on my LinkedIn profile today reminded me that it is 13 years since I set out on my solo voyage to run my own PR agency. 13 eh? Unlucky for some? Well, a global recession one month after starting in 2008 was unfortunate that’s for sure, and this pandemic hasn’t exactly been a stroll in the park, but I’ve learned many lessons in running a business along the way. I’ve also forgotten many! I originally wrote my top 10 PR lessons on these very pages three years ago. They haven’t changed that much and you can view them right HERE but I do have three more that are both outside of the region, stop fretting about getting national coverage. If you only work with widget manufacturers, get excited about speaking to Widgets Weekly. Since the pandemic I have certainly broadened my scope in terms of geography but 80% of my market is still here in the East Midlands, hence why I write this column. 12. Be more Marmite, less vanilla Now, this doesn’t mean you should go out of your way to divide opinion, plenty of people attempt that tactic and it is NOT one for the long term or if you like 13 years in business - unlucky for some? By Greg Simpson, founder of Press for Attention PR and the PR and Communications Ambassador for the IoD in Nottinghamshire and Derbyshire. business and PR/Marketing focused, I hope they are useful: 11. Stop worrying about being known by EVERYBODY The problem with a lot of marketing and with it, PR, is that the goal appears to be global domination. OK, that may well be the marketing objective for the likes of Facebook, Apple or Nike but it is unlikely that this is the goal for your business. Unless you LOVE the limelight. This is fine, but focus on what brings in the cash first! Instead, focus on being FAMOUS TO A FEW. The few who really count. Your TARGET audience. If you don’t work 30-31 online.qxp_Layout 1 06/04/2021 08:51 Page 1www.eastmidlandsbusinesslink.co.uk East Midlands Business Link 31 PUBLIC RELATIONS to sleep well. What I mean is that you should be yourself. It doesn’t matter if you aren’t everyone’s cup of tea, this is about being true to yourself. You are often your own harshest critic so don’t waste time, energy and resources on being something you are not in order to fit in or indeed to stand out. If you are a tad ‘Marmite’ don’t worry, be your authentic self. Don’t water yourself down to vanilla to play ‘safe’. PS the media and your customers will also smell this a mile off! 13. Unlucky for some? There’s no denying that a lot in life and in business comes down to luck. However, remember the great golfer Arnold Palmer’s quote (that was attributed to him anyway): “The harder I practice, the luckier I get!” He knows his game, he knows his skills, he knows his par, he knows his strengths and weaknesses and works on them all. He also knows his targets. Too many people drift in business. I absolutely did for many years. Now I have targets. Targets for client acquisition and retention. Targets for reviews. Targets for followers. Targets for subscribers, for profit, for stories written, for pitches made to the media and guess what…the harder I practice…. A former business journalist, Greg Simpson is the author of The Small Business Guide to PR and has been recognised as one of the UK’s top 5 PR consultants, having set up Press for Attention PR in 2008. He has worked for FTSE 100 firms, charities and start-ups and conducted press conferences with Sir Richard Branson and James Caan. His background ensures a deep understanding of every facet of a successful PR campaign – from a journalist’s, client’s and consultant’s perspective. For further information please click HERE. 30-31 online.qxp_Layout 1 06/04/2021 08:51 Page 2OFFICE SOLUTIONS 32 East Midlands Business Link www.eastmidlandsbusinesslink.co.uk While the pandemic stimulated a rapid switch to homeworking, the past year has given rise to a debate over the future of offices. Whether businesses are considering downsizing, moving out of cities, or even closing offices, now that we have the Government’s roadmap out of lockdown, the return of staff to these workplaces across the region is on the horizon. One thing is clear, employees will not, or certainly should not, be coming back to an identical environment. Further, though 2020 may have shown an office is not a requirement for effective working, the social aspect of work, collaborative environment and sense of community has been sorely missed. At the most basic level, offices must be adjusted in light of the pandemic to be safe, and a deep clean performed, but if one is to entice workers back, make them comfortable enough to return, offices also need to be compelling. After the flexibility workers have experienced at home, to move their workspace around, shift schedules, even get out in the garden, offices will have to be able to offer a desirable environment and be somewhere staff actually want to be. The days of row after row of desks is being left behind in favour of agile and flexible offices with spaces that are designed to enable people to flourish and collaborate, as “free-range” human beings rather than “battery-chicken” employees. Get ready, get set… Where some staff will be raring to re- enter the office, others may well be nervous. Either way they need to be reassured that it is fit for purpose and is being maintained to high standards. Employees will be looking for more from their employers, as The People-First Office Fit Out Guide for 2021 from Blueprint Interiors notes, with greater flexibility expected, and tools facilitating teamwork and innovation will be more valued than ever. “People are much more aware of the things they need in order to be productive and happy,” the guide office As businesses prepare to bring staff back into offices, a number of factors must be considered to ensure they not only feel comfortable but incentivised to do so. Returning to the 34 Á 32-35.qxp_Layout 1 06/04/2021 08:54 Page 1OFFICE SOLUTIONS www.eastmidlandsbusinesslink.co.uk East Midlands Business Link 33 © Shutterstock / Monkey Business Images 32-35.qxp_Layout 1 06/04/2021 08:54 Page 234 East Midlands Business Link www.eastmidlandsbusinesslink.co.uk OFFICE SOLUTIONS BLUEPRINT INTERIORS DOWNLOAD OUR BACK TO WORK GUIDE | WWW.BLUEPRINTINTERIORS.COM states. “And they’ll also want these things to be provided for them in their workplace environment.” With this, employers and HR teams must cater for staff as they prepare for the return of their people. If not, businesses will risk losing their talent to companies that can fulfil these needs. Wellbeing and human-centric design will be vital moving forward now employers have been reminded of the value of their people and the importance of their physical and mental health and wellbeing for the productivity of the business. Responding to this, offices are being designed with COVID-secure measures in mind, with layout being reconsidered, social distancing and flow management being built in, as well as sanitiser stations, screens, and PPE provisions, to protect staff and give them peace of mind. Cleaning arrangements should also be reviewed, implementing for example daily wipe downs of phones, keyboards, et al. with anti-viral cleaner, and touch free technology will become key alongside sensor-based lights and foot pedals for hand sanitiser and doors, and keyless entry to replace touchpoints. Meanwhile, with a desire for better work environments other wellbeing design factors to be considered include cleaner air - with good ventilation, the risk of spreading COVID-19 is reduced, with fresh air or mechanical systems preferable - enhanced natural light, natural stress reducing elements like plants (which also improve air quality), showers and changing facilities for those that cycle to work, and designated relaxation areas. Moreover, workplaces need to be agile and adaptable, allowing people to work how is best for them and provide the resources for this. This might involve activity-based communal spaces styled with furniture and technology that can be moved and adjusted based on purpose, and that cannot be replicated in remote © Shutterstock /ImageFlow 32-35.qxp_Layout 1 06/04/2021 08:54 Page 3www.eastmidlandsbusinesslink.co.uk East Midlands Business Link 35 OFFICE SOLUTIONS PEOPLE NEED COMPELLING REASONS TO RETURN TO SAFE WORKSPACES. ARE YOU READY TO WELCOME YOUR PEOPLE BACK TO A BETTER EXPERIENCE? working. Providing a variety of different spaces/work environments - whether separated clearly by walls, partitions, colour choices or furniture - is also important, from enhanced informal break-out spaces for collaboration and brainstorming, to cafes for downtime, and private areas for reflection and focus. Better video conferencing set ups are also going to be essential going forwards as remote and in person working mix. Though many will be looking to risk assessments and general health and safety protocols as they get ready to reopen offices, this is really the minimum acceptable. To give staff true peace of mind that the office is properly prepared there are new standards that can be achieved. The WELL Building Standard’s Health-Safety Rating, informed by over 600 experts from the Task Force on COVID-19, for instance provides accreditation that the workplace has been adapted to higher standards, indicating that everything one can reasonably do has been done, exceeding health and safety requirements. The rating, which offers advice on operational interventions that can be made to inhibit the spread of coronavirus, focuses on five areas: cleaning and sanitisation procedures, health service resources, emergency preparedness programs, air and water quality management, stakeholder engagement and communication. With changing priorities businesses must adjust their offices to create workplaces promoting productivity and wellbeing, spaces that meet fundamental human as well as job-based needs, and employers should ensure they understand what these are ahead of any transformation plans, offering opportunities for staff to raise concerns and opinions. The office must illustrate its worth to employees. © Shutterstock / luchunyu 32-35.qxp_Layout 1 06/04/2021 08:54 Page 436 East Midlands Business Link www.eastmidlandsbusinesslink.co.uk TAX New IR35 rules for off-payroll working from 6 April 2021 By Jennie Brown, Tax Partner at Streets Chartered Accountants The requirement for an individual working through their Limited Company, to make the assessment of whether they fall inside or outside of IR35 and deduct any PAYE/NIC, will transfer to the end client and fee payer from 6 April 2021. These new rules will affect off payroll workers and those that contract them, with those providing consultancy services and IT services amongst those most likely to be affected. What is important to note is that the IR35 assessment rules and the key principles that support these have not changed. It is only the responsibility to assess and apply the tax, that has changed. What is IR35? IR35 is legislation to prevent disguised employment. If an individual is providing services through their Limited Company (often referred to as their ‘Personal Service Company’), that would be treated as employment but for the existence of their Company, then the IR35 legislation requires the contractor to deduct PAYE and NIC from payments made to their Company. In essence, if HMRC were to remove the individuals Company and look at the direct relationship of the individual providing the services with the end client, could this be viewed as one of conditions: > Annual Turnover not exceeding £10.2m > Balance Sheet not exceeding £5.1m > No more than 50 employees What does this mean in terms of the new responsibilities? End clients that engage the services are required to undertake the IR35 assessment before any payment is made to an individual operating through their Limited Company, for services provided post 6 April 2021. The end client is required to provide the outcome of the assessment in the form of a Status Determination Statement, SDS. This must be passed on to the individual working through their Limited Company and Agency if there is another entity in the chain whom pays the contracting Company. The SDS must state whether the individual is deemed to be an employee for tax purposes only and take reasonable care in doing so. End clients must also put in place an appeals process to allow the individual operating through their Limited Company to appeal against any SDS assessment. After the appeal the end client must enact any appropriate changes to their decisions on the SDS and provide an updated SDS assessment within 45 days of the appeal being lodged. employment? In such a case HMRC would review both the actual working practices of how the services are performed and the contract. Key Principals and Factors to consider The fundamental areas that would be considered when assessing the IR35 position are as follows: > Supervision, direction and control over work > Right of substitution > Mutuality of obligation > Use of equipment/provision of tools > Financial risk > Length of engagement > Opportunity to profit > Part and parcel > Quality over quantity/matter of fact Who do the new rules apply to? The change in responsibility applies to the end client and the fee payer, which in some cases may be the same entity and in other cases if for example, an agency involved, they may be different entities. Understanding the chain of those involved is therefore very important. There is an exemption if the end client is considered small for Corporation Tax purposes. In this case it is exempt from the responsibility. A company is small if it meets at least two of the following 36-37.qxp_Layout 1 06/04/2021 08:55 Page 1www.eastmidlandsbusinesslink.co.uk East Midlands Business Link 37 TAX What should a business affected by these new responsibilities do to prepare? * Assess their workforce - Businesses who are the end engager need to understand their supply chains and understand their workforce, to identify those individuals engaged via a Limited Company. * Make the assessments - With the appropriate application of the key principals and HMRC’s CEST tool, the business needs to evidence the status of each engaged Limited Company. * Prepare Status Determination Statements - Provide these to those operating through Limited Companies by 6 April 2021 and pass these onto any agencies so they are able to apply tax correctly. * Update company processes and training - It is very likely most businesses as a result of these new responsibilities, will want to add additional processes to their existing procedures and ensure relevant departments and roles within the business receive the appropriate training to be able to deal with this. Those businesses affected by the new responsibilities are advised to seek professional advice to ensure they understand their obligations. Whilst the Government has confirmed they will allow businesses a soft landing for the first 12 months, businesses still need to demonstrate they have made every effort to be compliant. In addition, for those individuals operating through their own Limited Company, it is important they still take responsibility for understanding and assessing their IR35 status and if possible, understand the chain they sit within and if their end clients are impacted by these new responsibilities. That way if they receive SDS’s they will be prepared having already considered the position themselves and if their end clients are not impacted by the rules, then assessing their own position continues to be their responsibility. A varied workforce in 2021 A final area of reflection is to highlight how business may benefit from assessing their workforce across the board and not just specific to those individuals operating through Limited Companies. If a business has a workforce made up of a combination of employees, sole traders and individuals operating through their own Limited Companies, then it is important to note the responsibilities in assessing the employment status of the sole-traders and other HR obligations of employees. Whilst IR35 specifically relates to Limited Companies, (potentially partnerships), sole traders have always been and continue to be, the end client’s responsibility to assess their employment status and with the focus on Companies, this can get overlooked. The importance of this is highlighted even further with the recent Uber case whereby Uber drivers have successfully won rights entitling them to statutory pay and paid holidays. For legal purposes they are a worker which is a half way house between an employee and sole trader, but for tax purposes they are a sole-trader and therefore workers are not employees for tax purposes, but carry additional rights. Understanding this and the true cost of a business’s workforce, is now more critical than ever before. 36-37.qxp_Layout 1 06/04/2021 08:55 Page 238 East Midlands Business Link www.eastmidlandsbusinesslink.co.uk HEALTHCARE In the year since the first national lockdown, there has been a greater focus on health, hygiene and safety in the workplace as businesses played their part to curb the spread of the coronavirus and safeguard their staff. As thousands of people transitioned to homeworking, this same mandate for health and hygiene was carried into the domestic environment as employees armed themselves with antibacterial wipes for surfaces and electronics and bottles of hand sanitiser. Although we need to continue to observe this increased onus on handwashing, more thorough washdowns and sanitiser stations – especially as we transition out of lockdown – we shouldn’t lose sight of other health and safety concerns in the workplace – especially where homeworkers are concerned. As the Health and Safety Executive (HSE) states: “As an employer, you have the same health and safety responsibilities for home workers as for any other workers.” Therefore, when someone is working from home, an employee needs to consider: how long you will keep in touch with them; what work activity will they be doing and for how long; can it be done safely; and do you need to put control measures in place to protect them. Maintaining contact with home workers is advised as much to maintain and safeguard physical health as mental health as, if contact is poor, workers may feel disconnected, isolated, and even abandoned. Obviously, this can negatively impact stress levels and mental health (especially at a time when many are dealing with heightened levels of depression and anxiety). As is the case with the traditional office environment, the health and safety concerns for home workers aren’t always necessary what immediate springs to mind. It’s easy to imagine employees tripping and hurting themselves, but one of the most prevalent risks comes from the long-term use of display screen equipment (DSE). HSE state that the risks associated with using DSE must be controlled, and this includes employers undertaking workstation assessments at home. However, it’s worth noting that there is no increased risk from DSE work for those working at home temporarily. It’s also important that employers provide workers with actionable advice on completing their own basic assessment at home (a HSE checklist can be found here: www.hse.gov.uk/pubns/ck1.pdf). However, there are some simple steps that people can take to reduce the risks from display work. It might sound obvious but breaking up DSE work can have a profound impact on healthcare. HSE advise taking a break of at least five minutes every hour where possible. Another benefit of taking breaks is increased eye health. Frequently staring at screens and other near objects all day can lead to myopia which, in turn, will likely require corrective lenses as well as dry and strained eyes. Official advice is the 20-20-20 rule – every twenty minutes, look at something twenty feet away for twenty seconds. Having incorporated this technique into their own working day, this writer can personally attest to its effectiveness. As well as preserving eye health, musculoskeletal health should also be a priority. Therefore, workers are advised to avoid awkward static postures by regularly changing position. It’s simple advice that could have a major impact on a worker’s day-to-day and long-term conform. On the same subject, it might be worth The health and safety mandate Homeworkers shouldn’t be forgotten about as employers continue to focus on workplace health, safety and hygiene. 40 Á 38-40.qxp_Layout 1 06/04/2021 08:57 Page 1www.eastmidlandsbusinesslink.co.uk East Midlands Business Link 39 HEALTHCARE © Shutterstock /fizkes 38-40.qxp_Layout 1 06/04/2021 08:57 Page 2Next >