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Pete Austin

@pete-austin.bsky.social
252 followers 150 following 48 posts

Deputy Director, Communications in the NHS. Formerly Imperial War Museums, UAL and Goldsmiths. Founded a brand agency. Run a brand course at City University. Ex-news journalist. Views are mine (obvs)

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Pete Austin @pete-austin.bsky.social · 10/02/2025
To celebrate (hopefully) explaining to students at this weekend’s City, University of London ‘Introduction to Branding’ course why AI will never replace brand agencies, I asked ChatGPT to make me a poster. Copy: full of typos Design: unoriginal Messaging: unclear Verdict: hire me instead
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Pete Austin @pete-austin.bsky.social · 01/02/2025
And breathe. Very lucky to have been able to take a proper winter break. As we come to the end of the trip the mind inevitably strays back to “real life”… Ready to come back to NHS pressures, comms challenges and sub zero temperatures! 🔥
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Pete Austin @pete-austin.bsky.social · 21/01/2025
You’re doomed I’m afraid. Although I work in a hospital so I probably pass as much to her as she does to me…
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Pete Austin @pete-austin.bsky.social · 13/01/2025
Gotta love a widget!
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Pete Austin @pete-austin.bsky.social · 13/01/2025
I guess we’re all feeling in the dark at the moment. In future, if it really grows, there will inevitably have to be some kind of revenue generation (ads) and I suppose then we’ll find out about the algorithm.
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Pete Austin @pete-austin.bsky.social · 12/01/2025
Has anyone seen any audience data for Bluesky? And any algorithm analysis? Strikes me that many will launch accounts here, and close their X ones. But that’s about it. It will still be the “corp message dumping ground”. A bit like Twitter always was. #opentobeprovenwrong #stillpreferithere
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Pete Austin @pete-austin.bsky.social · 12/01/2025
Who is this place for? Is there anyone “new” on here — and by that I mean not a Musk-ousted Twitter refugee? If we’re all just those people, longing for “Twitter pre-Musk” then this isn’t much of an audience. And Twitter has always been “tickbox” for corp comms rather than for engagement.
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Pete Austin @pete-austin.bsky.social · 12/01/2025
“Do we launch a corporate account on Bluesky?”… Hands up if this has been a question in anyone else’s comms dept? 🙌🏻 We’re seeing insane engagement on TikTok and Instagram — far greater than anything we could imagine on here. Which begs the ultimate question…
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Pete Austin @pete-austin.bsky.social · 05/01/2025
Happy Kids Go Back To Childcare Day Eve…
media.tenor.com
a woman with a netflix logo behind her
ALT: a woman with a netflix logo behind her
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Reposted by Pete Austin
Antony Tiernan @antonytiernan.bsky.social · 25/12/2024
An estimated 410,000 NHS staff will be giving up their Christmas Day to care for patients and their families. Thank you to them all! #ThankYouNHS
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Pete Austin @pete-austin.bsky.social · 17/12/2024
How is it basically DARK at 2:30pm?!
media.tenor.com
a man in a suit is standing in front of a refrigerator with #schitts creek on the bottom
ALT: a man in a suit is standing in front of a refrigerator with #schitts creek on the bottom
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Pete Austin @pete-austin.bsky.social · 15/12/2024
“Warmth under pressure” is spot on. Just incredible. Yes she’s recovering now thank you, hope your son is ok too 🙏🏻
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Pete Austin @pete-austin.bsky.social · 14/12/2024
So I missed the Great Big Thank You Week, but I sort of lived the experience in real time — over a crazy 24 hours, where I ended up more thankful than you can possible imagine 💙
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Pete Austin @pete-austin.bsky.social · 14/12/2024
It’s clichéd but true that we’re lucky to have people who want to dedicate their lives to helping others. And it’s also clichéd but true to say it’s moments like those that make you proud to work “with” (albeit in VERY different roles!) these people.
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Pete Austin @pete-austin.bsky.social · 14/12/2024
Needless to say, I was in awe. From the reception staff to the triage nurse, the student nurses taking observations, to the doctor, to the consultant - everyone. Incredible.
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Pete Austin @pete-austin.bsky.social · 14/12/2024
And on Friday, to cut a long story a bit shorter, we ended up in the paediatric A&E of the Trust where I work, as the toddler’s situation took a turn for the worse.
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Pete Austin @pete-austin.bsky.social · 14/12/2024
Since last weekend I’ve been caring for a sick toddler (nothing novel about that, for many of you I’m sure! #solidarity). Fevers, sleeplessness, snottiness — the usual.
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Pete Austin @pete-austin.bsky.social · 14/12/2024
It’s as brilliant as it sounds. And all teams (not just comms) should be proud of how amazing it is. But… sadly, I missed nearly of it…
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Pete Austin @pete-austin.bsky.social · 14/12/2024
TL;DR My daughter got sick and was treated in A&E of the Trust where I work and it was petrifying, life-affirming, humbling and ultimately wonderful. 🧵👇🏻 Last week, our NHS Trust ran its Great Big Thank You Week - a week of food, fun and festivities to show gratitude to the amazing staff.
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Pete Austin @pete-austin.bsky.social · 11/12/2024
This week has been proudly sponsored by Calpol
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Pete Austin @pete-austin.bsky.social · 06/12/2024
As sure as day follows night, on the eve of the beginning of all the Christmas parties… …the toddler falls ill 🤒
media.tenor.com
doc brown from back to the future is holding a cell phone in front of a brick wall with the words precisely on schedule below him
ALT: doc brown from back to the future is holding a cell phone in front of a brick wall with the words precisely on schedule below him
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Pete Austin @pete-austin.bsky.social · 06/12/2024
Guess the hospital 😜 #NHSXmastrees #ChelseaPensioners
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Pete Austin @pete-austin.bsky.social · 05/12/2024
The tree is up at West Middlesex University Hospital, complete with super festive “switch on” with local school children & Brentford FC mascots 🐝 Extra points for the very festive “switch on button” 🎄 #NHSXmastrees
Photo of a Christmas tree at West Middlesex hospital Photo of a button covered in Christmas wrapping paper
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Reposted by Pete Austin
Nottingham University Hospitals @nottmhospitals.bsky.social · 05/12/2024
👋 Here's our lovely tree!
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Pete Austin @pete-austin.bsky.social · 05/12/2024
Early contender! 🤩 #NHSXmastrees
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Pete Austin @pete-austin.bsky.social · 05/12/2024
Who has got the best NHS Christmas tree? Hospital, ward, surgery, clinic - open to everyone. Feels like there should be a national competition… #NHSXmastrees
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Pete Austin @pete-austin.bsky.social · 05/12/2024
Pretty sure a comms guy who has been in the NHS for 10mins wasn’t who this free coffee was aimed at — but thank you anyway Starbucks! NHS colleagues — get to a Starbucks today ☕️
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Reposted by Pete Austin
NHS Charities Together @nhscharitiestogether.co.uk · 04/12/2024
The Starbucks NHS festive giveaway is back and bigger than ever! Tomorrow (Thursday 5 December) Starbucks are giving away a free Tall beverage to all NHS workers in stores across the UK. Tag an NHS staff member who you know would benefit from a festive pick-me-up 👇
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Pete Austin @pete-austin.bsky.social · 04/12/2024
Agree. It was a comment on the optics.
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Pete Austin @pete-austin.bsky.social · 04/12/2024
Said man whose hologram band thing took £103m in ticket revenue in 12 months
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Pete Austin @pete-austin.bsky.social · 03/12/2024
It’s a crime. We eat at European times in our house, then when we had a kid our friends mockingly said “good luck with that”… I make her dinner, put her to bed, and THEN cook ours. Typing this from the dinner table. At a normal dinner time.
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Pete Austin @pete-austin.bsky.social · 03/12/2024
Me: I could do with a new brand case study for our February course, but none spring to mind from the past few months… Jaguar: Hold my beer
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Pete Austin @pete-austin.bsky.social · 02/12/2024
I’ve been to, and even lived in, New Cross and I can 100% confirm the vibes. Finally, an explanation.
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Pete Austin @pete-austin.bsky.social · 02/12/2024
So #NHScomms folk, what one thing do you wish someone had told you when you started out in the NHS? #askBluesky #NHScommsnewbie
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Pete Austin @pete-austin.bsky.social · 02/12/2024
Big surge of #NHScomms followers in the past 24 hours (thanks to @antonytiernan.bsky.social’s Starter Pack 🙌🏻). I’m 15+ years in corp comms but BOX FRESH to NHS comms! Right now it feels like the 1st day of school every day. The small print to following me is that you’re all now my support group.
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Pete Austin @pete-austin.bsky.social · 01/12/2024
My socials are overwhelmed with people’s Christmas trees. How are you all so organised!?
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Reposted by Pete Austin
Antony Tiernan @antonytiernan.bsky.social · 01/12/2024
I’ve made a starter pack of folk who work in NHS communications and engagement (aka #NHScomms). Please let me know if you’d like to be added (or taken off)! go.bsky.app/6NfZx5Q
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Pete Austin @pete-austin.bsky.social · 27/11/2024
My obsession with finding a GIF to accompany every post seems to have crossed platforms from Twitter to Bluesky. Sorry.
media.tenor.com
a man with a mustache is sitting at a table and says `` i regret nothing , the end . ''
ALT: a man with a mustache is sitting at a table and says `` i regret nothing , the end . ''
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Pete Austin @pete-austin.bsky.social · 27/11/2024
Twitter, X, Bluesky, whatever — it’s still a weird look to repost your own posts
media.tenor.com
a man is sitting on a bed with his mouth open and the words i 'm just saying below him
ALT: a man is sitting on a bed with his mouth open and the words i 'm just saying below him
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Pete Austin @pete-austin.bsky.social · 27/11/2024
Wonder how many people use AI to answer those LinkedIn “ask an expert” AI-generated questions, aimed at harvesting content to further feed AI LLMs…
media.tenor.com
a man with curly hair says it 's like this while pointing at his face
ALT: a man with curly hair says it 's like this while pointing at his face
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Pete Austin @pete-austin.bsky.social · 27/11/2024
There is something wholesome about building a (digital) community from scratch again here. It’s a bit quiet to start with but you realise how much noise (even pre-Musk) there was on the other platform. Maybe #Bluesky is my mid-life crisis. Cheaper and less destructive than some alternatives.
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Pete Austin @pete-austin.bsky.social · 25/11/2024
Against all better judgment, asked a friend for TV recommendations. She told me Disclaimer* was “some of the best TV” she’s ever watched. Now, how to take this friendship forward — having watched it… #appallingTV #appallingwriting #askBluesky #advice #disclaimer #cateblanchettwhatwereyouthinking
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Pete Austin @pete-austin.bsky.social · 25/11/2024
Wrote my “I’ve left Twitter for Bluesky” tweet. Realised I’ve been there 12 years! Goodness knows how many ramblings. But also friends, debates, communities. What a waste. Anyway, onwards 🦋 #twitter #twitterexodus #leavingtwitter #hellobluesky
media.tenor.com
a poster for the legend of vox machina shows a man standing in front of a burning city
ALT: a poster for the legend of vox machina shows a man standing in front of a burning city
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Pete Austin @pete-austin.bsky.social · 23/11/2024
Soft play = sickness until mid-Jan I reckon 🦠
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Pete Austin @pete-austin.bsky.social · 23/11/2024
Everyone with toddlers looking at this weekend’s weather forecast
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a man in a suit and tie is smiling in an office .
ALT: a man in a suit and tie is smiling in an office .
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Pete Austin @pete-austin.bsky.social · 23/11/2024
I’m not new to comms but very new to #NHScomms so any folks out there who want to connect, say hello 👋🏻
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a woman says i 'm new here with a buzzr logo in the background
ALT: a woman says i 'm new here with a buzzr logo in the background
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Pete Austin @pete-austin.bsky.social · 22/11/2024
Would love to be added 👋🏻
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Pete Austin @pete-austin.bsky.social · 22/11/2024
I’m hiding on Bluesky from all the LinkedIn “hot takes” on the new Jaguar logo. If you want to do a course on Branding at City University, this one is good: www.city.ac.uk/prospective-... *I teach on it *we probably won’t mention Jaguar
city.ac.uk
Introduction to Branding | City, University of London
This introduction course is a Brand Copywriting 101 – from audience, creative routes, tone of voice, marketing and PR campaigns to conversion and evaluation.
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Pete Austin @pete-austin.bsky.social · 21/11/2024
It does feel like the early days on Twitter on here — some news outlets are on here HARD (most of my feed is @theguardian.com stories) and other outlets/people are nowhere to be found
media.tenor.com
a man in a hawaiian shirt is asking is anybody there .
ALT: a man in a hawaiian shirt is asking is anybody there .
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Pete Austin @pete-austin.bsky.social · 20/11/2024
Used that plug-in to find people on here who I followed on Twitter and there were only 8… out of 800+… really?!
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