According to Gleanster, 84% of top companies are either automating their social media efforts or are considering doing so in the near future. With numbers like that, it’s hard to imagine why you wouldn’t want to start scheduling out your tweets, Facebook updates, etc. However, the truth is that doing so can prove a bit risky.
People often confuse marketing and public relations, but they're very distinct functions. Here's how to make sure the two complement each other well at your company.
Just to get this out of the way: this post is not about quick and easy content. Content that rocks takes work. Shoddy writing, flimsy examples or bland design will not get read or shared.
Content that people clamour for, on the other hand, can sell, influence, convince or (fill in an objective) that you, or your client, aims to achieve.
Once you’ve got great content, work it!
How? That’s the gist of this post. It gives 31 ideas for re-purposing share-worthy content. Re-purposing isn’t new, of course. But, I’d argue, it is over-looked and under-used.
With its vast audiences and instantaneous communications model, Twitter is a great vehicle for brand building. Businesses can connect with target audiences without any intermediary filter to obstruct or otherwise taint their message. They say what they want to say to the people they most want to reach. At the same time, a company's Twitter presence opens up the possibility of offending those same audiences or otherwise committing some sort of brand-damaging social media faux pas. When this occurs, there's a lot riding on how well (or how poorly) a business apologises—also via Twitter.
Colour is evocative and intrinsically linked to branding. Here at PRIA we have been linked with the colour blue for over 65 years, and we have done so for its corporate, neutral properties. As sight is one of the most developed of the human senses, the importance of colour in marketing and brand building is undeniable. Humans respond to visual stimuli and colour is one of the more obvious signifiers of a brand. Jarryd Kanzokic, senior art director of Play Communications says that 90% of consumers snap judgments are made based on colour, “everything we do as marketers is aimed at making a connection through emotion which hopefully triggers a reaction in the consumer.”
The media is naturally full of Robin Williams as the world reacts to the sad confirmation that he died by his own hand. That this comic genius, considered one of the funniest persons in the world, could be so tormented, so despairing that he could see no other way but to end his life seems incredulous.
Some PR agencies are desperate for new business; some can afford to be very picky; most are perpetually open to it. Can't imagine knocking back new biz? There are some occasions when you should perhaps say...thanks but no thanks.
A look at our resident NFP contributor, Karen Sutherland, and her latest research at Monash University investigating social media in the NFP sector, exploring this issue from organisational and publics/stakeholder perspectives.
The idea of being interviewed by the media can be intimidating. It’s enough to give some people sleepless nights. Even experienced business executives who have done a lot of public speaking can find the prospect daunting.
Instagram isn’t a new social network by any means but it’s still relatively unloved by brands. Yet if you’re serious about reaching new customers, and better engaging the ones you already have, you absolutely must have an account. Why? Well, the old adage that a picture is worth a thousand words is true. People connect more with images.
It was on the trip of a lifetime when seasoned PR pro, Jocelyn Hunter, found herself falling in love with a city on the opposite side of the world to home, setting up her very own PR agency. Here, we chat with Jocelyn from Melbourne's Bench PR.
Though change is a constant in business and life, the world seems a bit crazier than usual right now. Here's how to succeed even when the climate is at its most challenging.
PRIA CEO, Ray Shaw, Interviewed by @rykgoddard on ABC's @936hobart on the influence of #PR in the news.
Satirical HBO TV host John Oliver launched a tirade against native advertising on his HBO show Last Week Tonight, arguing that it’s corrupting news and media. He can of course, because HBO is an ad-free network.
A bold new way of communicating is emerging among Australian corporations, resulting in more frank and direct interaction with audiences.
Melanie Hearse chats with straight-talking radio and television personality - and PR queen - Prue MacSween.
Think of professional communication and you’d be hard pressed not to think of PowerPoint; it’s what we know and love and it’s taught us to tell a story to a business audience in bite sized-chunks and occasionally one too many dot points.
Are you in the job market again? If so, a few things have changed since the days when you used the internet to send your resume and cover letter to a company or hiring manager, and hoped this was enough to land an interview. It can still happen, but statistics show that only about 11% of jobs are obtained using the Internet.
It’s hard to believe I’ve been living and working in Sydney for six months. You know what they say, time flies when you’re having fun. I arrived at Max after five years of working at another tech PR agency in San Francisco. One of the main reasons I moved was to experience a new culture for personal and professional growth.
The Australian has created an interactive way to explore the major events you’ve lived through. It's a really cool interface, and we love it!
When I talk to my third year students about the bad reputation of PR, I always get asked about how we change this reputation, to which my response is: “by doing great work”. Next year, however, I will be changing my response.
A bold new way of communicating is emerging among Australian corporations, resulting in more frank and direct interaction with audiences.
Asylum seeker issues flares up again, while Palmer throws weight around in Senate.
Sometimes people say something that just really hits home.
The media landscape has changed dramatically in recent years. As publishers struggled to come to terms with their business models shifting online, they were hit by a second massive wave of disruption in the shape of social media.
“Too early to tell.” “Ask the Treasurer or Finance Minister.” we were told.
Content should be engaging and compelling. But it should also be “beautiful,” says Antonia Christie, head of communications for Facebook in Australia.
Design, evocative images, compelling words and sounds are only part of the recipe for effective communications. Producing beautiful content is more complex.
Summarising the changing media landscape in one word, that word is immediacy. Journalists no longer have the luxury of a monthly, weekly or even a daily news cycle. The online digital media monster requires around the clock feeding.
65 years ago, Public Relations Institute of Australia (PRIA) became an incorporated society, committed to evolving the Australian public relations and communication industry and its members.
How a lost smartphone taught one woman to value communication.
Winning awards is a source of much satisfaction and testament to one’s creativity and ability – although arguably what is more important is the creativity that underpins the award entry and the process by which the campaign idea was developed.
Professional indemnity insurance (PII) is a must for Public Relations consultants & agencies. It protects you & your company should a client file a negligence case against you. And as there are many risk exposures in PR, it’s definitely worthwhile investing in PI insurance.
Public Relations Institute of Australia.
National Conference – Academic Research Stream.
Brisbane, 23-25 November 2014.
It’s easy to imagine that it's mainly big companies, big brands and high-profile celebrities who are vulnerable to reputation damage.
But a small New Zealand company has shown that every organization, no matter what size, can be at risk from public issues. It also showed how not to respond when trapped in the glare of publicity.
I first noticed PRIA as a little icon on a uni friend’s Linked In page, but PRIA has since grown into one of my greatest learning experiences through volunteering with the New and Emerging Practitioners’ Group.
If you thought the last ten years delivered significant change in how we do business via mobile technology and social media, you might be in for a real shock by 2020.
Our recent Communication and Public Relations Generally Accepted Practices (GAP) provides an insight into what the industry looks like in the current Australian climate. This biennial GAP study aims to provide valuable benchmarking and tracking data on PR and communication in Australian organisations. Read on to find out more.
The relationship your customers have with technology have changed, and so too have their expectations.
“In this world nothing can be said to be certain, except death and taxes.” – Benjamin Franklin
We recently came across Andre Eikmeier’s article in BRW, “Five ways to create an inspiring workplace” that draws on the importance of sustaining a cohesive and positive workplace. How do you keep your employees motivated? Why is it important to have a low staff turnover rate? Andre Eikmeier delves into the five key things organisations should consider to inspire employees.
We came across Mark Sareff's article in BRW , "Why good marketers need to be daydreamers, not just analysts," which takes on an unique perspective that daydreaming may have a high economic benefit - it creates and sustains margins and even may double shareholder value. But how does this work? Read on to find out.
Recently, I was fortunate enough to join Facebook’s Antonia Christie and industry expert Scott Rhodie on a PRIA panel discussing the new rules of PR and Marketing. The aim of the event was to identify the key threats facing the industry, where the future opportunities are for skills development and how PR will compete with other communications disciplines in the years ahead.
In a world where communicators, have been taught that communication is the basis of the intention of an individual, name or brand in society, it´s amazing how, even in the 21st century, even when it´s our daily bread...we find ourselves with PITCHING gaps. Irony or lack of a process that makes sense? Its not about perfection, but passion.
The anti-corruption watch dog in NSW has been scouring the behaviour of government representatives and business interests. This means that new regulations for public affairs practitioners are being introduced and will impact many PRIA members who deal with members of Parliament and government employees.
Mashable’s article, ‘6 signs your internship is worth your time,’ provides a realistic list that some internships can offer. Like at PRIA, my time there included great perks that would surprise a lot of final year undergraduates.
Two years ago and much to my surprise I was informed by my team at Max Australia and Spectrum Communications that they had signed me up to participate in the Vinnies CEO Sleepout. The team was passionate about helping the community and we were saddened to learn that on any night in Australia, 1 in 200 people are homeless.
 Source: Homelessness in Australia
Read more inside.
Want to know how it impacts your Personal Brand?
After getting up at 5 a.m. this morning for the commencement of the FIFA World Cup in Brazil, a parody between the FIFA World Cup and a PR campaign suddenly came to mind. Winning the FIFA World Cup is like creating and sustaining an effective PR campaign, with your salient public being both the crowd in the stadium, and the millions watching at home or on the move.
Click on for more.
When I first started using LinkedIn back in 2011, I had just sold my previous business (door to door sales company) and moved back to Sydney to pursue my passion of becoming a business mentor.
By this stage in my business career, I had operated 6 businesses, four of which were complete failures (or should I say lessons) and two that I managed to successfully exit.
Back in the '80s, a sleeper hit emerged known as "Cheers." Set in a Boston neighbourhood bar, it featured a likeable yet quirky cast of characters who would mix, mingle and debate over a multitude of topics. Conversations at Cheers often tipped in favour of the ridiculous, but sometimes the banter would go deeper.
We've got a very special blog for you today. At last year's national conference in Adelaide, we hosted a very popular concurrent session on 'Building Influences as a Not-for-Profit' - which featured Prof Shirley Randell AO, PhD, Managing Director, SRIA Rwanda Ltd (Shirley Randell International and Associates).
Shirley gave a very inspiring account of how she has helped build women's rights in Rwanda. She's carried her message for decades, and continues to advocate for human rights across the globe. Inside is an account of her recent travels, and how her stories are continuing to make changes across the world.
The 24 hour news cycle is an illusion – there is no news ‘cycle’ – today we live in an age of ambient news.
Tony Jaques' article "Is bad-mouthing your competitors smart issue management?" highlights some interesting and fundamental points about PR practice. Is a negative media strategy a good idea? Or is it reinforcing negative stereotypes of PR and "spin"? By using the rivalry between A2 milk and Parmalat as an example, Tony discusses the implications of bad-mouthing in issue management.
SIlvana Lainfiesta's article "Its all about intimacy..." highlights how PR and making emotional connections with your publics, are interrelated. She reveals how creating a positive and intimate experience with the consumer, can become a long term investment, more so than buying your success within the PR industry. Read on to see how.
Public relations, or PR as it’s regularly abbreviated to, is the management of information and the dissemination of that information between a government, an individual or an organisation and the general public. In this article we look at PR as it pertains to business organisations.
We recently had Derryn Heilbuth at our Adelaide PRIA PoweR day series where we were able to gain greater insight into the wonderful world of infographics. If you were not able to attend her session, her article "How to produce good infographics," gives an introduction into how infographics are a simple yet, powerful tool in getting your message across to your targeted publics in a quick and effective manner. Read on to find out more.
Today we have a guest blogger, Zara Toft who covers some key pointers in regards to the importance and role of PR for businesses. What are the misconceptions of PR? When do you think its appropriate to use PR? Why use PR in the first place?
Read on to find out more.
Icon. PR's latest blog 'Doing your homework can save you dollars' is a relevant and insightful article about the significance of research in the PR industry. Many people can overlook the significance of research in a PR agency, but really, research is key to cost effective and successful PR practice.
Whether one works for a PR agency or in-house (within an organisation), the reality is that each of us has clients, works on projects, needs to generate new business and is strongly influenced (if not driven) by the need to make money/do business for our ‘clients’, making all of us, in fact, ‘PR consultants’.
Global Alliance is now accepting applications for the Global Alliance scholarships for the 17th edition of the EMScom Executive Master of Science in Communications Management starting in March 2015. Read on to find out more!
We recently came across Icon PR’s article “Doing your homework can save you dollars,” which details the importance of research in establishing the strategy behind a campaign: What do you need to consider when creating this strategy? Internal stakeholders? A more integrated approach? Budgets? Read on to find out more.
We recently came across Gloria Buono-Daly’s book review on “The Digital Marketer,” that details how the advent of new communications technology has impacted patterns in consumer behaviour. Marketing concepts, practises and careers have had to adapt and take advantage of these new digital mediums. Read on to find out more.
We recently read Jeff Bulla’s article “Why you should forget Facebook?”, that addresses how despite Facebook being the current mainstream social media platform to use to market your brand, emerging brands with limited funding may need to reconsider. Why? It is clear that the new change Facebook has implemented, is geared towards increasing the monetary value of its platform. As such, this has inadvertently affected the landscape of Facebook, where it's started to filter your Facebook updates. Read on for more information.
We recently came across Johnathan Champ’s article “Why this budget is an employee engagement nightmare and how leaders can make it better,” which details the importance of sustaining employee engagement in times of uncertainty. What do you think are some key points to keep your employees motivated and engaged?
After the advent of this week's announcement of the 2014 Federal Budget, there is much discussion regarding the cuts which the Coalition Government aims to implement, in the next approaching years. There will be a direct impact on the PR/Communication industries, with “savings” made from cuts across communications in Australian Government agencies. Read on to find out more.
We recently came across Catriona Pollard’s article “Tips for building strategic relationships,” which highlights the importance of building and sustaining strategic relationships – whether it is with journalists, your peers in your industry or your current and potential customers and clients, these connections are essential in working towards improving your business’s overall reputation and profile.
In Etihad’s recent announcement of its “The Residence” suite in its new A380 and Boeing 787 Dreamliners, it is clear that as a brand, Etihad has taken luxury flights to new heights, where, passengers now have the opportunity to book a private apartment-esque room for their flight between Abu Dhabi and London, New York and Sydney. What does the "The Residence" suite entail?
We recently came across Gary Bertwistle’s article in the latest Expresso newsletter, “Are you an engaging leader?” that delves into the importance of having strong public speaking skills to engage with, not at, your targeted audience. Rather than using jargons, clichés and terminologies, there is a need to be frank straight to the point and yet, still get your points across in a formal manner.
It is that time of year again, the Federal budget for 2014 will be released tonight, Tuesday 13th May 2014. We at PRIA, will be tuning in to see what and how the latest budget will influence PR and communication professionals. This summary released by Workplace blueprint is a detailed and insightful introduction to what is to come, later this evening.
We recently came across Jens Martin Skibsted and Rasmus Bech Hansen's article "Brands aren't dead, but traditional branding tools are dying," which discusses the importance of brands maintaining their reputation online, as now, consumers can access new avenues like social media to assess a brand's product quality. As such, what are some key pointers you should consider when you next build a narrative for your brand?
Is your content marketing like spinach? An insightful blog from Marketo, "Is your content like Spinach? 8 Ways to make it taste like chocolate cake" lists how you can improve your content and make it visually appealing and engaging for your intended publics.
Do you like our headline? Read inside for more.
Despite all the warnings and embarrassing glitches, many organisations are still failing to embrace social media as a core tool in crisis preparedness and response.
In modern crisis or emergency events, it’s clear that Public Relations pundits and the public display little patience with, or respect for, any organisation’s efforts to respond to their incident.
We recently came across Samuel Bott’s article, “Building identity through social media,” that underlines the importance of brands to communicate effectively on their social media platforms – not to just strengthen their loyalty to their customers but to also encourage customers to build upon a brand’s narrative. As we all know, word of mouth is one of the most effective approaches in marketing, but what are the three key points in turning consumers into brand ambassadors?
We recently came across Phillip Hesketh’s article “Make better decisions, give better first impressions, improve your diet and be happier" that underlines how by changing our basic body postures, we can indirectly affect how we may interact day to day. How so?
We recently read Heidi Bullock's article, "Why marketing automation, why not?" that emphasises the benefits of marketing automation. It creates greater ease for organisations to automate and measure marketing tasks, increasing revenue and overall organisational growth. With this in mind, do you think marketing automation will be suitable for your business or work portfolio? Are there also ethical issues to also consider?
Taking the education world by storm, there are over 5 million people worldwide studying a Massive Open Online Course right now. Developed as a way of opening access, free of charge, to expertise from leading universities, MOOCs are also becoming key tools for engagement and reputation building.
We recently came across Annabelle Lukin’s article, “A bigot’s ‘rights’ ignore how culture shapes our brains,” that presents the argument that we are not inherently bigots but instead, it is shaped by the people, society and culture that we live in. With this mind, how would you think amendments to the Australian Racial Discrimination Act ,could affect both your workplace and day to day life?
We recently came across Cindy King’s article ‘Twitter’s new web profile: this week in social media,’ that sheds some light on the new changes that have occurred on all the major social media platforms in the past week or so – from Twitter, Facebook and Vine to LinkedIn. Read on to familiarise yourself and take advantage of these new features.
We recently read Naomi Simson’s article, ‘Five things budding entrepreneurs need to know,’ that details how and what entrepreneurs should think about in regards to achieving their end goals. As a budding entrepreneur, what do you think you need to consider to grow your idea?
In the latest newsletter from Hughes PR, we read their blog post "Corporate responsibility- does it matter?" Without a doubt, the answer is yes. As PR practitioners, we aim to maintain and establish good reputations, whether it would be for a client or for one’s own company. CSR is a fundamental element in achieving just that.
We recently read Gini Dietrich's article 'Seven tips to manage the critics online,' that details the importance of monitoring social media platforms to respond and react in an appropriate manner to customer complaints. With this in mind, what do you think are some key pointers to think about when handling critics online?
We recently read Tony Jacque’s article “Whaling ban shows issue management can be a marathon,” that details how when dealing with a crisis, PR practitioners should always examine the issue at hand in relation to the bigger picture. With this in mind, what do you think are the key points that you will need to identify with to ensure that you’re ahead of the crisis?
We already know the power of telling a great story for our clients. We want to sell that punch-in-the-gut moment, the horse and the puppy Super Bowl tear-jerker, time and time again.
As a veteran of the marketing industry and a steward of some of the world’s iconic brands like Huggies and Kleenex, Kimberly-Clark Chief Marketing Officer Clive Sirkin has certainly seen his share of changes in the marketing world. It may be revealing, then, that while speaking at the AdAge Digital Conference, Sirkin told his audience to forget about digital marketing—and especially how it’s been done in the past. In a world that’s seemingly on an unimpeded path towards an all-digital age, this may sound irresponsible. But having been in the industry for so long, Sirkin believes that resting on your laurels is a death notice. These days, brands need to invent a business strategy that fits the digital lives that people actually live, which is something most brands have failed at.
We recently came across Garry Barker’s article ‘Signs of new direction’ that looks into Apple’s latest development, the ‘IBeacon,’ a new innovative technology that has the opportunity to change all aspects of our daily lives. What does this mean for you?
We recently came across Madrigal’s article ‘How Twitter has changed over the years in 12 charts,’ which details how Twitter has changed in response to user and commercial demands. As Twitter is tailored to specific users on the basis of followers and followed, it is hard to see to measure the changes to users’ behaviour and interaction with the interface of Twitter itself. So, there is a need to quantify this information so that you, as a brand, business and community can take full advantage of all the opportunities available on Twitter.
Media exposure can be a powerful way of reaching your target audience, whether that is potential clients, investors or the general public (just ask Richard Branson). We have all heard stories of businesses skyrocketing overnight thanks to a successfully executed media opportunity. However as with anything, there are risks involved. Follow these five practical tips to ensure you leave nothing to chance.
As a fellow democracy with the world’s largest Islamic population, with 253 million people spread across an archipelago of 17,000-18,000 islands, and an economy growing 6 per cent a year, Indonesia is the waking giant only 800 kilometres beyond Australia’s northern border.
While we have enchanted, persuaded and influenced each other with stories since we first learnt to speak, companies have been slow to use this exceptionally powerful communication technique.
We read an interesting article on Ragan.com recently, about five employee engagement myths. As an organization, we strive for relationships with our members that are built on trust and engagement. Evidently there is not an ideal formula to do so; however this article highlighted the major myths to avoid as a leader or an organisation management.
We recently had a chat with a representative from Blue Australasia, Sarah-Jane Sherwood, who gave us a great insight into Gaunter Pauli's concept of 'Blue Economy.' Being 'Blue' means zero waste, zero emissions and zero inefficiency. How do you think you can achieve this with your brand, business or community?
Going into the year 2014, how would you and your brand make a strong impression on your current and future consumers? It is clear that creativity and experiences will enhance your business growth. We recently read Jack Morton's article '10 things that will matter for brands,' and found a few pointers that would benefit you and your brand.
Calling all PRIA members!
Are you interested in volunteering to be a judge for the 2014 Global Alliance COMM Prix Awards?
Toasting is another device in the vast arsenal of public relations. As we journey through our life we make and receive a lot of toasts.
In an age of public conversations, ethical decision making and accurate communications are top of mind for the PR professional. With the public accessing social media for their news and information, the topic of ethics is even more prominent. The major professional associations provide a Code of Ethics to educate and guide PR professionals on the subject. However, with the shifting media landscape and technology advancing rapidly, communications ethics are challenged.
Using personal social media profiles to promote content for businesses potentially means compromising, and diminishing, who you are as an individual human being – it can be dehumanising. This issue is likely to become an increasingly vexed one for not just professional marketers and public relations professionals, but for any employee of, and/or consultant to, an organisation.
Is there anything wrong with a business asking its employees to use their personal social media real estate to promote a product, service or business?
Despite all the hoopla surrounding online marketing and social media, one thing that keeps hitting home to me time and time again is the huge value associated with face-to-face activity, specifically events.
There are three types of PR professionals: ineffective, good and great. It’s as simple as that, really. Most PR pros are good – they’ve found a comfortable place to practice their trade and are making an impact with their organization or clients. But Public Relations cannot afford to be a majority of Good professionals if it wants to lead the charge in moving markets and reputations.
My son recently turned 13, adding a second teenager to our household.
As I was reminiscing with a friend, who happens to be a very good psychologist, we began talking about how quickly time has passed, and how much our children have changed.
When they were small they idolized us and wanted to be just like us.
But as they move into the hormonal years, they turn into mutants, hardly recognizable. According to them, we know nothing and understand less.
So while we were on the subject, I took advantage of her expertise and simply asked, “Is there a more effective way to communicate with our children?”
And what she told me was what I can only term as an “Oprah aha moment.”
Jen Picard from PR Daily addresses some poignant techniques in perfecting the art of pitching. Are you having trouble getting your story or messages across to journalists? corporations? the government? Here are some pointers to help you out!
The adage ‘may you live in interesting times’ has never been truer for Australian PR agencies. Buoyant market conditions are coupled with turbulent industry changes driving the agency’s need to improve their digital, recruitment and measurement skills.
Social media within PR practise is a complex issue. How best to use it, is a continuing discussion amongst practitioners. We read an interesting article on a recent Marketo blog concerning effective marketing on social media. It discusses how technology can be properly used by brands to differentiate themselves from competitors and ultimately, engage with their intended audience.
Richard Brownell from PR News addresses how social media is an essential tool to have for not-for-profits and associations that are lacking in funding and other resources. If used correctly and effectively, it can level the playing field, opening doors of opportunities for these respective organisations. So what are some key points to keep in mind?
Are you thinking of using mobile app for your next client or event, but aren’t quite sure how to do it right, this report will help you determine the four key areas to focus your efforts.
Writer and Editor at PR News, Brian Greene @bwilliamgreene highlights the importance of having a strong, unique narrative to differentiate your brand and your message in today's digital space. What are some key storytelling techniques to think about to engage with your audience more effectively?
In light of last Thursday, Twitter has received a flood of tweets following Pope Francis’ tweet in celebration of his one year anniversary. The pope simply tweeted “please pray for me” on the official @Pontifex account. This account is one of many activities that the new pope has participated in through social media since his appointment. The reaction from media and publics has been substantial due to the unconventional leadership style of the current Pope. For instance, CTV revenue increased by 40% in 2013, as viewers watched the recordings of the pope’s weekly audiences. (Find more statistics at http://on.wsj.com/1hbzAC5.)
Following on from our blog post earlier in the week Do errors in brand names bother you, we liked a related article in PR daily, by Jo Skillman. Jo speaks about the importance of typography and its significance for the public. Jo talks about the effects of typography on the viewer’s experience, how the choices of text type and size can be just as influential as the message of text itself. Furthermore, we learn that words are not simply composed to fill an empty space, but rather they are used to create a character or personality that can engage with the intended audience.
The first speech I ever wrote was for a chairman of a bank. I’d written the letter to shareholders in his annual report and he asked me to prepare his speech for the annual general meeting. I accepted with alacrity. When the day of the AGM arrived, I snuck into the back of the hotel function room where it was being held and settled down to listen to him deliver my pearls of wisdom.
It was dreadful.
Guest blogger: Tony Spencer-Smith is managing partner of the corporate editorial consultancy Express Editors (www.expresseditors.com). He is an experienced corporate writing trainer, an award-winning novelist and former Editor-in-Chief of Reader’s Digest magazine. He trains regularly for PRIA.
We saw an interesting article in PR Daily last Friday, from Kevin Allen on errors within branding. Does it actually give you a competitive advantage? Or did the companies in question even realise the importance of grammar, when they first created their brand?
Napoleon said, ‘There are but two powers in the world, the sword and the mind: in the long run, the sword is always beaten by the mind.’ Public Relations proved time and again that it is a soft power stronger than brute force. It has become an established university discipline.
Increasingly, PR practitioners are being called on to write thought leadership material for their clients, from blogs and speeches to magazine articles and even books. Those clients are realising that they can demonstrate their expertise and deepen their relationship with their customers by creating genuinely useful and informative content.
Social media is already a multi-trillion dollar industry and Boston Global Consulting predicts it will be at $4.2 trillion by 2016. With over two billion people using it globally, executives are making it a priority to understand the impact of social media on their business and just as importantly, on their own careers.
But still many leaders in the C-suite continue to think about social media as a channel, specifically, for communications or sales. Its reach is far greater. - See more here
Two of Australia's largest corporations are under fire because of their advertising. The Victorian Supreme Court recently ruled that claims by Singtel Optus about the coverage of its telephone network would have misled the ordinary or reasonable person. And supermarket chain Coles has just been before the Federal Court to defend a charge that bread which has been part-cooked and frozen should not be promoted as "fresh baked."
Public Relations Institute of Australia (PRIA) was deeply saddened by the grave news that we heard yesterday evening, about the passing of PRIA member Allison Murphy, Managing Director, Redstick Strategic Communications in Geelong, Victoria.
PRIA recently introduced a statement of principles and a framework for best practice in PR measurement and evaluation. This followed on from extensive work done by AMEC, ICCO and many PR professional bodies around the world.
My makeup may be flaking, but my smile still stays on.
A very strong piece from Justin Merrigan on why we, as PRs/communicators, need to communicate with ourselves and not just our profession. Thanks for sharing Justin, read inside for more.
In modern society search engines offer an easy solution to filter through the sea of information that exists on the World Wide Web.
Tony Jaques, Director of Issue Outcomes Pty Ltd, and PRIA Fellow provides support for people who work in issue and crisis management. Tony's also featuring in the Melbourne PoweR Days session on 14 March 2014. Read inside for more on this topic around issues and crisis management.
Recently, I was speaking to not-for-profit organisations about how to use social media to inspire donors at the ‘Future of Fundraising’ workshops in Melbourne and Sydney with Director of Digital for Charity:Water, Paull Young and Director of ntegrity, Richenda Veremeulen. During our workshop discussions, there was one particular topic that remained elusive: how to convert donors gained through social media campaigns.
Traditional media players that get social have increasingly been making entertainment magic as they take their talents to the social web. US late night host Jimmy Kimmel has long been regarded as one of these trailblazers, using social media and online communications equally as the subject of his comedy and social discussion, as he has a platform to amplify and grow his audience beyond US broadcast borders.
Author of ‘The PR Masterclass’ and former newspaper journalist Alex Singleton examines how to handle a hostile press.
Following on from attending mUmBRELLA’s Meet the Marketers last week, further insight was shared into the world of marketing. A very interesting and clever aspect to the event brochure (which are normally left behind) was the full list of attendees and companies they represented. Even more intriguing were the industries that were represented – with PR being one of those; Kabuku PR, Bang PR and PPR to name but a few. Some of the big brands that were there included; ANZ Stadium, Bang, Fox Sports, Nespresso, News Corp, Pacific Magazines, SBS and 20th Century Fox.
Conflict is the most dangerous news value, as dumped fashion Designer Alex Perry demonstrated to his cost before Christmas.
Geoffrey, fresh from PRIA's Summer School in Sydney last month, goes over the recent trials and tribulations around Alex Perry's Brand before he heads to Tasmania to deliver his next workshop.
Netvibes will transform the way you consume media. Read inside for more.
Anne Gregory, Chair of Global Alliance for Public Relations and Communication Management, stated in Madrid in December that the revolution that communication has undergone in recent years has triggered radical change in organisations and in their structure.
Major American label sparks debate with Super Bowl advert.
Internationally recognised brand, Coca-Cola, has produced a Super Bowl advert that has resulted in a controversial debate and infuriated Twitter users.
In just over a fortnight top marketers from some of the biggest and most influential brands in Australia spanning retail, sport, banking, media, the arts and travel will be taking to the stage to face your questions on the shape of marketing in 2014.
Participate in the first Influencers Marketing Status Study.
Registration for Summer School closes this Friday 17 January!
This year make it a new year’s resolution to exercise your brain and sharpen your communications skills at the PRIA Summer School.
PRIA’s annual Summer School is back and here are five reasons why you and your colleagues need to attend.
What’s ahead for the PR industry in 2014? Do you want to improve your social media skills? Do you know the issues your clients will be facing next year and how to react to a media crisis?
The Public Relations Institute of Australia (PRIA) has the answers.
Fearless predictions for PR in 2014 - Australian businesses stop being gloomy and start spending on communications again and the Coalition government actually starts communicating, creating a trickle-down effect that sees all PR people gainfully employed and the economy well and truly boosted.
Ha! Now you’ve had a chuckle, let’s look at the real picture, keeping in mind these key questions: What are all the downsized journalists doing? What new avenues will digital media present? And how will multi-skilled PR newcomers shape their environment?
The healthcare industry is following in the footsteps of nonprofits, when it comes to putting social media to work for building community engagement and fostering better relationships.
For the first time, the Golden Target Awards have included a category for PR Agency of the Year, with 90% of entries coming from members of PRIA’s Registered Consultancy Group members.
For a recent presentation at a corporate communications and PR conference, I polled my network of digital marketing and PR pros working client-side about the most pressing questions they’re dealing with when it comes to integrating Marketing and Public Relations.
Businesses often make the mistake of thinking of PR and internet marketing as separate spheres of activity. Many businesses think having a PR team that deals with image crafting and responding to the public can sufficiently take care of their marketing needs, while internet marketers are perceived as toiling in the backroom writing code and poring over esoteric web analytics. In the internet age, this could not be further from the truth.
First let’s clarify, an influencer for your brand is simply someone who talks about your brand and through their word of mouth speak, they generate action as opposed to simple awareness. For many brands, especially B2C, this influence happens offline.
Why do you turn on the television? Why do you open a magazine? Why do you read the newspaper, whether it is online or folded and crumpled on your coffee table? We want to be entertained, amused and educated and the reason you open the laptop, turn on the tablet or browse on the mobile, is that we are seeking information and it is called content.
Guest blogger: Tony Spencer-Smith is managing partner of the corporate editorial consultancy Express Editors (www.expresseditors.com). He is an experienced corporate writing trainer, an award-winning novelist and former Editor-in-Chief of Reader’s Digest magazine. He trains regularly for PRIA and will be bringing his 'winnings words' to Adelaide on Tuesday, 10 December 2013.
It’s pretty obvious that if you want people to watch, read or listen to your content, it needs to be interesting. Yet somewhere along the line many people in the communications field forget their audience. Instead, they take the safe, boring road. Read inside how to make the boring, creative.
Mid-level influencers, sometimes also referred to as the “power middle,” remain an untapped resource for many brands. Their power lies in the realm of audience loyalty because if you can get these individuals in your network, they bring their entire audience with them.
Words have a wonderful power to influence others – if we know how to use them
By Tony Spencer-Smith
With outbound tactics peeling away and word of mouth dominating “what works,” brands are itching to get product placement and reviews on the best blogs.
Nowadays every CEO is told they should be on Twitter, the company should be on Facebook and why aren't they using the latest social media trend? But what are the implications if you don't have the correct processes in place to deal with the outcomes?
After a magical few days, the curtain comes down on the 2013 PRIA National Conference in Adelaide. The high level content from the PR frontline has made it a memorable experience for the 250 strong gathering.
Day two arrives and #PRIA2013 is still trending on social media. Today we hear from Ketcum's CEO Rob Flaherty, US powerhouse Steve Crescenzo and we hear who has won at the National Golden Target Awards.
The pivotal role of crisis PR and communications - the lessons learned across the globe.
Yesterday the PR Institute of Australia (PRIA) hosted four separate events in Adelaide as a pre-cursor to the National PRIA Conference 2013
What has this to do with Public Relations? Well, there has been public outcry on multiple occasions when certain players have been drafted to an international squad before a contest, having been known to hold a passport from another country.
Hear more inside.
Sponsored content appears to be undergoing a renaissance. Called native advertising, brand journalism, or whatever, it is back in the conversation for marketers and PR professionals.
The PR industry has fully embraced social media as a communication tool to engage and create relationships with consumers. Sedge Beswick is ASOS’s Global Social Media Manager overlooking ten social platforms that reach out to over 190 countries. Sedge gives some advice on strategies for engaging and interacting with customers online.
There is nothing that makes a Millennial break out into a cold sweat more than the thought of being chained to a desk for eight (or more) hours a day. It isn’t that we aren’t appreciative of the job, but how can we be expected to think “outside the box” when we’re being asked to do all of our work inside of one? PR requires creativity, and it can be hard for anyone, especially Millennials who need constant challenges, to come up with an award-winning idea when our senses are being numbed by the soft glow of a desktop. It is this widespread rationale that will effectively end the 9-to-5 (or 9-to-9) that PR professionals are used to.
One of digital advertising’s greatest strengths lies in measurement, but many clients have a difficult time understanding the bigger story of how digital media has actually impacted their business. This inspired me to share my philosophy about using data, combined with the five elements of storytelling, to empower clients to make important marketing decisions.
PRIA Victoria's Sports PR breakfast is less than a week away. Here's a further insight into the publics viewpoint around gambling in the lead up to next week's event.
I believe community management is the new PR. I’m not the first to say this. For several years, Shonali Burke has spoken about how the essence of PR is community. And if you think about traditional PR, it’s been all about building and engaging a community – in this case media. Creating and alerting them to stories that (hopefully) matter to them.
With consumers already annoyed by Halloween's premature "creep" back into stores, far be it from me to even think about Valentine’s Day. However, as an industry, it's never a bad time to reflect on all of the things there are to love about public relations.
Working in this industry teaches you many things. Most of the tidbits you pick up on your way through the jungles of public relations can also be applied to everyday life.
With PRIA Victoria's Sports PR breakfast only weeks away, conversation heats up with a history of instrumental elements in Sports PR. Click inside for more!
While I’m all for encouraging the youth of today to join my profession, there’s just some people who should consider an alternative career.
Yes, Ja’mie has the skills to develop good relationships (just ask her principal), and no doubt she can put forward a convincing argument (ask her father), however PR is more than talking and persuading.
If you work in marketing communications, every day can be exciting, challenging and somewhat scary because the landscape is evolving so quickly and what used to work really well not too long ago, doesn’t seem to anymore.
The Hunter Institute of Mental Health (HIMH) would like to inform you about an evaluation study we are running that investigates newly graduated public relations practitioners. The purpose of the evaluation is to gather information about the exposure graduates have had to training around the media portrayal of sensitive health-related issues during their undergraduate studies.
As media has changed, so has marketing and communications. The most significant change currently in brand communications is content marketing, where brands engage audiences through traditional journalism techniques—they tell interesting and relevant stories that readers like.
It was way back in mid 1997 that management guru and best-selling author Tom Peters first put the concept of personal branding on the map with a cover story for Fast Company magazine entitled 'A Brand Called You'.
With PRIA Victoria's 'Spot the PR in Sports' leadership breakfast looming, we hear from upcoming blogger, Nathan Jones on the latest trials and tribulations of the sports industry.
Some 40% of social media users have made purchases online, or in stores after interacting with content on social networks. This according to a study by the Vancouver-headquartered Vision Critical titled: How Social Media Drives Your Customers’ Purchasing Decisions.
We’re excited to announce today we’re launching a search to find the first official PRIA National Conference blogger.
How not-for-profits deter donors on social media.
Years ago I had a mentor that was ruthless about meetings and time. The deal was this: If you want me to mentor you (me), then you commit to a time every week without excuse. Don’t be late. Not even a minute late. I’ll do the same.
PR expert to address Geelong PR conference.
The PR industry could use an image makeover itself, believes Deakin University’s Associate Professor Kristin Demetrious, Course Director of the Bachelor of Arts (Public Relations) and Associate Head of School (International and Partnerships).
Search engine optimisation is a big part of my business. Its an area we can help clients improve quickly for long lasting results. Unfortunately its also a practice that is rampant with cowboys and snake oil salesmen, most of whom are still employing outdated SEO techniques that either don’t work or could even punish their clients.
Social influencers are possibly digital marketing’s most underutilised resource.
Social media has become an invaluable marketing and communications asset for many organisations over the last few years but it also represents yet another task for marketers and business owners to cram into their already busy schedule. And there are now quite a few social networks that can’t be ignored, so it can been seen as quite a burden.
Since its foundation three years ago, Peazie has become one of the worlds most intuitive and flexible social media marketing agencies. Partnering with over 180 high-profile brands and the world’s savviest agency networks, Peazie has published over 2,000 campaigns and has on average, increased engagement on their clients’ Facebook pages by 40-60%.
When it comes to selling online, not all social media platforms are created equal.
Social Diary recently entered into a sponsorship arrangement with Waterfront, one of Australia's leading celebrity sourcing agencies working with big brands, big stars and PRs. It occurred to me that many PRs may not know the benefits of using a celebrity specialist, so I had a chat with Director Sean Pickwell about the nuts & bolts of it all.
From Kenneth Cole’s tweet during Arab Spring to the recent YouTube video of a Golden Corral chef featuring meat behind a dumpster, the Web is littered with branded stories of woe. Social media has quickly become the place to wait and watch for a brand to make a mistake and come under fire. The news cycle has shrunk to 140 characters or a six second Vine video and when news anchors readily read tweets and comments from Facebook it can quickly fan the flames.
You know that saying about not getting a second chance to make a good first impression when you meet someone?
Well, when you’re communicating with someone, especially if it’s electronically or by phone, you get even less slack—particularly when it’s for work. That’s when lost opportunities can have bottom-line consequences.
In 2013, brands are posting an average of 36 times per month on Facebook. Over a year that adds up to 432 posts. That’s a lot of content. With the average Facebook user liking 40 pages each, they’re now seeing a whopping 1440 updates every month (source). A solid social strategy will help you jump out of the murky newsfeed pond, but strategy is only half the battle. What we really need to talk about is quality.
For too long, return-on-investment (ROI) calculations on the use of social media has been ignored or avoided. Either deemed ‘too difficult’ or ‘not necessary’, time and money has been sunk into social media presences without a precise understanding of the costs and revenues of doing so.
Learning how to present your brand and leverage your brand identity with your customers are two of the keys to growing your business.
Professor Shirley Randell, Managing Director of SRIA Rwanda Ltd, talks social, digital, technology and all things communication.
Gerry McCusker talks social, digital, technology and all things communication.
Calling Victorian student PRIA members! Report it Right for $5000 in prizes & chance to be published! www.dhs.vic.gov.au/reportitright #reportitright
Your reputation is just as important today as it was in high school.
Except a hit to your brand's reputation today will do more than hurt your social standing—it will hurt your bottom line.
Guest blogging continues to be a major tactic for both PR and SEO. In theory it can help you grow brand awareness, reach new audiences and build backlinks. But just like any tactic, you want to know and understand the real, tangible impact it has had on your business. So how can you measure the effectiveness of your guest posting campaign?
Last week’s tragic Washington Navy Yard massacre was another in a string of horrific shootings endemic in the US.
But what set this shooting tragedy apart from all the others was the way media covered it, and the lessons this holds for crisis communications in the digital age.
Revamped PRIA Golden Target Awards announced at last week’s Communications Gala Night held at the Royce Hotel in Melbourne.
There’s a reason why the outcome of good old fashioned media relations is called “earned media.” It’s earned. It’s not paid or given.
Earned media means we cannot choose the timing, space, presentation or language. If those are the things you are looking for…go see the advertising folks. Bring your checkbook.
College can be an exciting and overwhelming experience. Many students embrace the newfound freedom, social life, and the challenges of academic endeavors.
However, few students understand how quickly the college experience will turn into a job hunt. Many students regret not using the college years to build the credentials needed for career success.
My last post, highlighting three findings coming out of my PhD research on social media in the Not-For-Profit sector, struck a chord with practitioners in Australia and abroad. It was clear that many organisations are stretched to the limit and are finding social media an arduous task to be completed on top of an already heavy workload.
Catharine Lumby, Professor at Macquarie University, talks social, digital, technology and all things communication.
Raising your prices? Cutting services? Not giving out staff bonuses this year? Putting an employee on probation?
No one wants to deliver this kind of unwelcome news—or receive. But sometimes it’s a necessary evil of doing business, and you’re the unfortunate soul who has to bear the burden. Here are five tips to mitigate the drama:
It’s no secret that stupid and illegal social media activity can cost people their jobs.
The latest they-did-what? examples feature an automobile repair shop employee using Twitter to find a pot dealer and a daycare employee ridiculing toddlers via Instagram. Both were fired.
Naomi Simson, founder of RedBalloon, talks social, digital, technology and all things communication.