News Articles http://www.pria.com.au/ en-us /priablog Copyright 2014 Public Relations Institute of Australia info@pria.com.au SB4: http://www.ivt.com.au/web-development/content-management/advanced-cms-platform 60 Thu, Apr 17 2014 Issue management â youâre in it for the long haul <p>Typically, PR is focused on achieving short term gains. However, in relation to issue management, if we were to draw on the example of the ongoing campaign against Japanese whaling, we can see that there is also a need to consider long term goals as well. &nbsp;&nbsp;</p> <p>Japan&rsquo;s so-called &lsquo;scientific&rsquo; whaling in the Antarctic waters has been met with fierce criticism by a spectrum of governments, businesses and not-for-profits across the globe. It was not until recently that this decade-long campaign finally ended when the International Court of Justice ruled against Japan&rsquo;s so-called &lsquo;scientific whaling&rsquo; in the Great Southern Ocean.</p> <p>What can communication practitioners learn from this? It is clear that there are challenges when it comes to fighting a prolonged issue campaign. There is a need to dig deep to ensure your agenda is being set in order to achieve success.</p> <p>Another real-life example to look into is the ongoing campaign by public health activists to limit the damage caused by cigarette smoking through the introduction of &ldquo;plain-packaging.&rdquo; The struggle has been continuing for more than five decades, however, these efforts have not been exhausted with Australia becoming the first country to implement &ldquo;plain-packaging&rdquo; on cigarette packages, with the UK and other countries following in suit. &nbsp;&nbsp;</p> <p>What we can learn from this example is that the assessment of success of prolonged campaigns should be reflective of the incremental nature of the strategy. What does this mean? Well, the implementation of &ldquo;plain-packaging&rdquo; is definitely a progressive step towards eliminating cigarette smoking, however, the public health risk of cigarette smoking is still an ongoing issue that is far from over.</p> <p>For example, other achievements for public health activists include preventing tobacco sponsorship of sport and the banning of smoking in many public places. &nbsp;We can see how each of these incremental achievements (and many others) is a step forward for the anti-smoking campaign towards their long-term goal. Likewise, despite the ruling against whale hunting in the Great Southern Ocean, whales are still at risk elsewhere and there is much to do with the whaling issue at hand. &nbsp;</p> <p>It is clear that campaigns do extend over years or even decades. From this, we can see that there is a need to not only focus on achieving particular outcomes, but, also a need to work towards progressing closer and closer to the ultimate objective.</p> <p><strong>Here are some key pointers to consider:</strong></p> <ol><li>There is a need to identify the long-term objective</li> <li>Agree on achievable sub-objectives which support it</li> <li>Develop a separate issue management plans for each sub-objective</li> <li>Recognise that multiple IM plans may run simultaneously over a prolonged period</li> <li>Celebrate substantial achievements along the way to stay motivated</li> <li>Never lose sight of what you are trying to achieve</li> </ol> <p><em>This article was originally posted by Tony Jacques on April 16th at <a href="http://managingoutcomes.wordpress.com/">Managing Outcomes.</a></em></p> <table border="1" cellpadding="1" cellspacing="1" style="width: 500px;"> <tbody> <tr> <td><p>Do you want to maximise your ability to influence the opinion cycle? Why not register for the &quot;Your Crisis and the Opinion Cycle&quot; PoweR Day Sydney seminar with Geoffrey Stackhouse on Wednesday 7 May 2014. This will be held at the Novotel Rockford Hotel in Darling Harbour from 8:45am to 12:30pm. &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; <a href="http://www.pria.com.au/development/power-day-series"><img alt="" src="/sb_cache/priablog/id/2452/f/1402_PRdays_BTad_120x120p_animated_01.gif" style="width: 140px; height: 140px; float: right;" /></a></p> <p>Click below for more details. &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;&nbsp; &nbsp; &nbsp;</p> <p><a href="http://www.pria.com.au/training/event/your-crisis-and-the-opinion-cycle-with-geoffrey-stackhouse"><img alt="" src="/sb_cache/priablog/id/2442/f/Register.jpg" style="width: 150px; height: 61px; float: left;" /></a> &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;&nbsp; &nbsp;</p> </td> </tr> </tbody> </table> <p>&nbsp;</p> <p>&nbsp;</p> http://www.pria.com.au/priablog/issue-management-youre-in-it-for-the-long-haul http://www.pria.com.au/priablog/issue-management-youre-in-it-for-the-long-haul Wed, Apr 16 2014 How to tell an epic story in 5 steps <p>I recently read an article, however, about what comprises an epic relationship. The author surmised that, at a distance, sweeping romances and lifelong relationships are indeed epic, but upon closer look are made up of 20,000 ordinary Wednesdays.</p> <p>In marketing and PR, we are always looking for the next big story or angle for our product, service or business. That&#39;s our job. But a truly sweeping story&mdash;one that snares us from the first gripping sentence to the neatly resolved end&mdash;can&#39;t always be full of narrative climax.</p> <p>Every story has an arc or dramatic structure, and each piece must fit with the whole (what good old Walter Fisher would call narrative probability).</p> <p>Gustav Freytag, a German novelist and playwright, identified five parts of the dramatic arc after he studied Greek and Shakespearean dramas. Each part pushes the audience through the story, and plays an important role in how effectively the story&#39;s climax or main idea is conveyed to the audience:</p> <p><strong>1. Exposition:</strong> The exposition lays out important background information for the audience. You could also call this &quot;context.&quot; Either way, it&#39;s essential for building a story that makes sense.</p> <p><strong>2. Rising action: </strong>This is the series of events that immediately build upon the background information and lead the audience toward the point of greatest interest. This part of the arc is arguably more important than the climax because, without these events, the climax wouldn&#39;t make sense. It would feel jarring, and frankly, the audience won&#39;t care about the climax in the first place.</p> <p><strong>3. Climax:</strong> This is the big moment people talk about after the movie is over&mdash;that turning point where things go from bad to good, or sometimes bad to worse, like in the tragedy &quot;Titus Andronicus.&quot; Shakespeare was dark, ya&#39;ll.</p> <p><strong>4. Falling action:</strong> This part of the arc answers &quot;What&#39;s next?&quot; It&#39;s where we see how characters respond to the climax or turning point.</p> <p><strong>5. Resolution:</strong> In this part of the arc, all conflicts are resolved, characters return to normal life and there is a pervading sense that, while the big events that got us here might still shape the future, they are firmly in the past.</p> <p>[<strong>RELATED:</strong> <a href="http://store.prdaily.com/ProductDetails.asp?product=YZAW&amp;listshow=Workshops&amp;catid=652C00F2324445739342D4B96E80F042&amp;PROMO=269083122126&amp;grfr=Yes">Get advanced writing and editing tips from Mark Ragan and Jim Ylisela</a>.]</p> <p>Critics of Freytag&#39;s model are quick to point out that this arc only applies to tragedies or dramas. However, I&#39;m a fan of allowing any storytelling theory guide the way we do PR and marketing.</p> <p>I&#39;m also a fan of any model that very closely resembles a sales or buying cycle, and how those models might give us deeper insight into how we might anticipate where customers are in the cycle, and deliver the information they need before they know they need it.</p> <p>For example, a customer at the beginning of the sales cycle who is unfamiliar with a brand or product will be in dire need of exposition (&quot;Who are you, and why should I care?&quot;). But a customer who is familiar with a brand or product&#39;s key selling points might need the &quot;What&#39;s next?&quot; information (&quot;Your product sounds great. How does it positively or negatively affect my life?&quot;).</p> <p>When we think of the stories we tell as larger parts of the whole, we can more ably tell the smaller stories that pack less punch because we know how they play into the narrative arc.</p> <p>Tell that epic story. Just remember that epic stories are composed of a few heroic moments and 20,000 everyday anecdotes.</p> <p>&nbsp;</p> <p><em>This article was originally posted by Sarah Storer on April 11, 2014 at <a href="http://www.prdaily.com/writingandediting/Articles/16407.aspx">Ragan&#39;s PR daily</a></em></p> <table border="1" cellpadding="1" cellspacing="1" style="width: 500px;"> <tbody> <tr> <td><p><a href="http://www.pria.com.au/development/power-day-series"><img alt="" src="/sb_cache/priablog/id/2438/f/1402_PRdays_BTad_120x120p_animated_01.gif" style="width: 120px; height: 120px; float: right;" /></a>The art of compelling storytelling is key to engaging and connecting with publics. At PRIA&#39;s PoweR day on April 29, 2014 in NSW, Tony Spencer Smith will reinforce the subject of compelling storytelling by discussing the skill base for successful storytelling. Register now to improve your communication skills within your PR practice!</p> <p>&nbsp;</p> <p><a href="http://www.pria.com.au/development/power-day-series"><img alt="" src="/sb_cache/priablog/id/2440/f/Register.jpg" style="width: 150px; height: 61px;" /></a></p> </td> </tr> </tbody> </table> <p>&nbsp;</p> http://www.pria.com.au/priablog/how-to-tell-an-epic-story-in-5-steps http://www.pria.com.au/priablog/how-to-tell-an-epic-story-in-5-steps Tue, Apr 15 2014 Building brands in a post-digital world <p>Sirkin makes an excellent point, that we&rsquo;re often talking about how the world is changing or that change is on the horizon. That&rsquo;s false, he says; immense change has already happened and marketers need to talk about how to align changing consumer behaviors with brands. It&rsquo;s common sense; Sirkin noted that outsiders could view marketers as &ldquo;insane&rdquo;, because despite having a wealth of knowledge and data that is suggesting rapid behavioral changes in consumers, so many marketing decisions are made using tired processes that don&rsquo;t apply to actual, current reality. He believes that these same old tactics&mdash;such as the endless repetition by paper companies that their bathroom tissue is &ldquo;soft and strong&rdquo; or the endless parade of automotive beauty shots and zero-down lease rates&mdash;no longer generate ROI or build the brand. &nbsp;But they continue to be utilized because marketers refuse to let go. &nbsp;There are three reasons for this:</p> <p>1)<strong> The basic belief that change = risk.</strong> We&rsquo;re a species that has always found safety in the known and discomfort in the unknown. But this is an industry that has often rewarded zeal, and part of that is believing in something and taking a risk based on it. Sirkin says we must educate marketers that &ldquo;standing still guarantees failure.&rdquo; At Kimberly-Clark, Sirkin says the company gives brand builders the opportunity to take risks and make change.</p> <p>2) <strong>Investment in the status-quo.</strong> This can cause brands to fail to see what&rsquo;s right in front of them. Changing the organizational structure, changing the tools and changing the KPIs are things all companies can do to foster more imaginative thinking.</p> <p>3) <strong>Things aren&rsquo;t kept simple.</strong> The &ldquo;digital ninjas&rdquo; in a company often don&rsquo;t communicate enough in simple terms and make their ideas and potential outcomes accessible. Thus, traditional marketers often resist, on the simple basis that they don&rsquo;t understand. The digitally-immersed folks can help bridge this gap by making things are simple as possible, and the resulting synergy can inspire change in an organization.</p> <p>So how are some ways that brands can break through the status quo and build more effective marketing? Sirkin cautions against &ldquo;bolting on&rdquo; digital to a campaign. Too often brands start with TV campaigns and work from there, fitting the digital side of things afterwards. Of Kimberly-Clark, Sirkin says &ldquo;We don&rsquo;t make ads, we develop programs&rdquo;, which are based on business needs, not reach and frequency goals. Additionally, Sirkin spoke about the company&rsquo;s concept of &ldquo;Participatory Brand Journalism&rdquo;, predicated on the belief that, to still believe in marketing as a business of communicating one thing, is suicide. He goes as far as urging marketers to kill industry mainstays like the creative brief and focus group. &ldquo;If you go to the agency and describe a business problem that gets in the way of us making more money, then we will get to a better place much quicker.&rdquo;</p> <p>Sirkin also sees an opportunity for some utilitarian, industry-wide agreement. He believes that one of the biggest issues today is the celebration of average performance; that marketers are paying a game with themselves, with who and how they control the data because that&rsquo;s where ROI is determined. There is no one way to read all this data when it comes to ROI, and that causes business to suffer. Agencies, big data organizations and marketers won&rsquo;t solve this issue alone, and each one wants to solve it its own way. Perhaps the answer lies in a combination of these ideas, but that can only happen if the gap is shortened.</p> <p>Sirkin ended by touching on an aspect of the culture that has been built at Kimberly-Clark, which circles back to risk-taking: &nbsp;that making a mistake is just fine if you keep moving forward. &ldquo;When the building is on fire, it is okay to jump.&rdquo; It may sound dangerous, but whoever said risk-taking was safe?</p> <p><em>This article was originally posted by Nicholas Fuller on April 3 2014 at <a href="http://www.ogilvydo.com/building-brands-in-a-post-digital-world/#.U0xvh6ITcsd">Ogilvy do</a></em></p> <table border="1" cellpadding="1" cellspacing="1" style="width: 500px;"> <tbody> <tr> <td><p><a href="http://www.pria.com.au/development/power-day-series"><img alt="" src="/sb_cache/priablog/id/2434/f/1402_PRdays_BTad_120x120p_animated_01.gif" style="width: 120px; height: 120px; float: right;" /></a>Want to learn more about how to adapt to the evolving digital landscape? As a modern PR professional, digital media plays a significant role within one&#39;s practice. How best to utilise digital media for one&#39;s brand can determine one&#39;s success or failure within this industry. So, register for Michelle Prak&#39;s Digital Media talk happening in South Australia, 21 May 2014 to be fully equipped with the skills to optimise digital media in PR.</p> <p>&nbsp;</p> <p><a href="http://www.pria.com.au/development/power-day-series"><img alt="" src="/sb_cache/priablog/id/2436/f/Register.jpg" style="width: 150px; height: 61px;" /></a></p> </td> </tr> </tbody> </table> <p>&nbsp;</p> http://www.pria.com.au/priablog/building-brands-in-a-post-digital-world http://www.pria.com.au/priablog/building-brands-in-a-post-digital-world Mon, Apr 14 2014 Have you heard of Apple's IBeacon? <p>iBeacon is essentially an emerging technology that uses &lsquo;Blue-tooth 4.0 or Bluetooth LE (low energy)&rsquo; software that has great potential in the education, healthcare, retailing and banking industries. iBeacon uses limited range wireless technology, that comes in three &lsquo;sizes&rsquo; according to function &ndash; immediate (being a few centimetres away), near (a couple of metres) or far (more than a 10 metres radius). It transmits and receives from mobile devices by using specialist apps to provide micro-location awareness, for example, information on trains and trams or contact with students in the school. It is compatible on all platforms &ndash; Android and Windows-, that both respond to IBeacon if apps are installed.</p> <p>From all this, we can see that this will impact computer-human interaction to the extent of revolutionising how organisations currently connect with people and vice versa.</p> <p>To put things into perspective, let&rsquo;s look into the impact IBeacon would have in the retail industry. If an IBeacon is placed at the door of the store, it can be used as a greeter for your customers, advise customers of the latest offers or even ask customers what they&rsquo;re browsing for, all through the SIRI voice technology. In addition, products and services can be purchased via a payment system that asks for either an Itunes or Paypal account, thus, further reducing the risk of credit card fraud.</p> <p>Another example is the impact IBeacon would have within the education sector. Paul Hamilton, a primary school teacher at Matthew Flinders, has installed three iBeacons for interactive technology, library and art learning zones. On the other hand, Geoff Elwood, chief executive and founder of Melbourne-based Specialist Apps, has employed a student management application distributed on the iBeacon network. &nbsp;</p> <p>Elwood states &ldquo;With iBeacons, a teacher can use an eLocker application to quickly form a proximity group then press a button on the iPad and transmit a notification to students within that proximity.&rdquo; &nbsp;</p> <p>In an effect, iBeacon&nbsp;has increased interactivity between teachers and students, individually or in groups.</p> <p>By reflecting upon the above, we can see how Apple&#39;s&nbsp;IBeacon technology can be translated across all sectors, with this mind,how do you think you as an individual or a business, can benefit from this emerging technology?</p> <p>&nbsp;</p> <p><i>This article was originally posted by Garry Barker on 03/04/2014 in the <a href="http://www.smh.com.au/digital-life/digital-life-news/apple-ibeacon-signs-of-new-direction-20140402-35x1j.html">Sydney Morning Herald.</a></i></p> <p>&nbsp;</p> <p>&nbsp;</p> http://www.pria.com.au/priablog/have-you-heard-of-apples-ibeacon http://www.pria.com.au/priablog/have-you-heard-of-apples-ibeacon Fri, Apr 11 2014 Twitter - the mainstream social media platform? <p>Twitter is fast becoming the &lsquo;go &ndash;to&rsquo; social media platform for immediate information, updates and announcements surrounding world news, big businesses, grass roots movements. Or alternatively, another point of contact with friends and family. In hindsight, we can see that Twitter has grown and adapted itself to the ever changing digital landscape since its debut in 2006. But how can we quantify Twitter&rsquo;s change over the past eight years?</p> <p>Research carried out by Yabing Liu and Alan Mislove of Northeastern as well as Brown&rsquo;s Chloe Kliman-Silver have combined three datasets of 37 billion tweets from March 2006 until the end 2013.</p> <p>The research has shed some light on the evolution of tweets over the years. Here are some facts to be mindful of:</p> <ul><li>The average active user tweets about 20 times per month. However, this number began to fall in mid 2012.</li> <li>More than 55% of tweets contain a mention of another user. However, only 10-15% contains a link. This is the same for hashtags.</li> <li>More than 50% of tweets came from mobile devices. Desktop usage continues to decline.</li> <li>Retweeting is up, replying is down. It is clear that retweets has become more frequent than replies as of late 2013.</li> <li>Only 30% of Twitter&rsquo;s users are located in the US and Canada.</li> <li>However, English is still the most popular language by far.</li> <li>More than 30% of accounts are inactive. The number of inactive and suspended accounts has been growing rapidly over the last several years.</li> <li>People change their handles very often.</li> </ul> <p>With all this information on hand, how would you employ it to your brand and business to capitalise on your Twitter presence?</p> <p><em>This article was originally posted by Alexis Madrigal on 30th March 2014 at&nbsp;<a href="http://www.theatlantic.com/technology/archive/2014/03/how-twitter-has-changed-over-the-years-in-12-charts/359869/">The Atlantic</a></em></p> <table border="1" cellpadding="1" cellspacing="1" style="width: 500px;"> <tbody> <tr> <td><p>Want to find out how you could meld your brand and business better with your social media platforms? Why not register for the &quot;Cross-Platform and Integrated Social Media&quot; Webinar held on Friday 2nd May 2014. For more information click below:</p> <p><a href="http://www.pria.com.au/training/event/webinar-cross-platform-and-integrated-social-media"><img alt="" height="77" src="/sb_cache/priablog/id/2428/f/Register.jpg" width="195" /></a></p> </td> </tr> </tbody> </table> <p>&nbsp;</p> http://www.pria.com.au/priablog/twitter-the-mainstream-social-media-platform http://www.pria.com.au/priablog/twitter-the-mainstream-social-media-platform Thu, Apr 10 2014 5 ways to not stuff up your big media opportunity <p><strong>1. Get Media Trained</strong></p> <p><br /> While media exposure can do wonders for a business, a poor media performance can be damaging to both<br /> your business and your personal profile, (not to mention embarrassing personally &ndash; your mates will<br /> never let you live it down.) Don&rsquo;t take any chances by not being properly prepared. Professional media<br /> training is well worth the investment as it will help you stay on message and enable you to keep your cool<br /> when tackling any tricky questions that may come up. A good media performance will also increase the<br /> likelihood of being invited back for future opportunities.</p> <p><br /> <strong>2. Prepare your work space</strong></p> <p><br /> Your surroundings say a great deal about yourself &ndash; and your business. Opening up your workplace to a<br /> journalist can be compared to bringing home a love interest for the first time. In the delicate early stages<br /> of the courtship you want to make the best impression possible. You spruce up the place beforehand, get<br /> any questionable books or DVD&rsquo;S out of view, and otherwise put your best face forward. Similarly, when<br /> you invite the media &ldquo;back to your place&rdquo; ensure any confidential documents or correspondence is out of<br /> sight, staff are complying with all regulations and that your office is presented in a way that you would<br /> be comfortable with if a million people were watching. This includes clients, potential clients, sponsors,<br /> competitors and board members. Because there is every chance they will be&hellip;</p> <p><br /> <strong>3. Remember- there is no such thing as &quot;off the record&quot;</strong></p> <p><br /> There is a big difference between being &ldquo;friendly&rdquo; and being &ldquo;a friend.&rdquo; You may be flattered when a<br /> journo compliments you on your achievements, your lovely office, or even your new shirt, but never<br /> mistake their congenial nature for friendship. Don&rsquo;t think it&rsquo;s ok to confide in a journo. A journalist is<br /> talking to you because it&rsquo;s their job. Journalists are trained to sniff out good stories. And by good stories<br /> that sometimes means bad stories. While your media opportunity may be of a positive nature, journalists<br /> are always on the lookout for the next big headline. Being a former journalist myself, I&rsquo;m not saying<br /> reporters are bad people &ndash; just that they have a job to do &ndash; so remain professional. Your safest bet is to<br /> take it for granted that everything said in your interview will go to air.</p> <p><br /> <strong>4. Keep your staff in the loop and out of the way</strong></p> <p><br /> A media opportunity can create a buzz around the office and give staff a welcome break from routine.<br /> Most employees will feel proud to see the company getting positive media attention. However, the<br /> disruption may also leave some staff feeling unsettled. That&rsquo;s why it&rsquo;s important to keep your staff in the<br /> loop well ahead of time about any media opportunities that will be impacting them. Also, make sure staff<br /> members not specifically required to take part in filming or photo opportunities are kept out of sight. This<br /> will ensure your media opportunity is not compromised in any way by rogue staff members.</p> <p><br /> <strong>5. Conduct a Location/ Backdrop Audit&nbsp;</strong></p> <p><br /> It is important to maximise this chance to get your name and branding out to your target audience.<br /> Therefore, as soon as the media opportunity has been locked in, inspect any signage or banners that<br /> feature your company logo. If they are outdated or you don&rsquo;t have any, organise to get some new ones<br /> made. These can come in handy as a backdrop for an on-camera interview and provide another<br /> opportunity to put your logo in front of your target audience.<br /> You know your headquarters better than anyone. Conduct a location audit a few days before your media<br /> opportunity and take note of the spots which will provide the best backdrop for filming or photos. This<br /> will give you a chance to present your business in the best light and save you from scrambling around<br /> looking for suitable locations at the last minute.</p> <p><em>This article was originally posted by Sonya Viduka at <a href="http://bit.ly/QAfmuV">Sovi Communications.</a></em></p> <p>&nbsp;</p> http://www.pria.com.au/priablog/5-ways-to-not-stuff-up-your-big-media-opportunity http://www.pria.com.au/priablog/5-ways-to-not-stuff-up-your-big-media-opportunity Wed, Apr 09 2014 Wake up to Indonesia's investment potential <p>As a fellow democracy with the world&rsquo;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&rsquo;s northern border.</p> <p>With burgeoning cities in clear need of greater infrastructure development, the time is right for Australian institutional investors to establish a foothold in this market through vehicles such as superannuation. A growing middle class presents tremendous opportunity for established Australian businesses and ambitious entrepreneurs who want to expand their operations beyond our borders into exciting frontiers.</p> <p>With a GDP per capita of $US4,271 and a middle class expected to double to 140m by 2020, it is no surprise our key competitors have awoken to the potential of this market which is expected to overtake Australia&rsquo;s GDP by 2022, on a steady path to becoming the world&#39;s fourth biggest economy by 2040. However some Australian investors appear asleep at the wheel, with sections of our business and investment community seemingly indifferent to the need for an enduring two-way relationship.</p> <p>Following his election victory on September 7 it is no surprise Tony Abbott made his first overseas trip to Jakarta, where accompanied by a delegation of 20 prominent business leaders he held bilateral talks with Indonesian President Susilo Bambang Yudhoyono. Pushing a message that &ldquo;Australia is open for business&rdquo;, the Prime Minister was keen revive momentum toward two-way trade and investment between both nations.</p> <p>Indonesia is only our 21th largest trading partner (2.4 per cent of our total trade, or $14.6 billion in 2012), despite being our closest neighbour and despite other nations -- Japan, China, United Kingdom, United States, Singapore and Korea -- all having established stronger economic relationships. Foreign direct investment might as well have been another topic on Mr. Abbott&#39;s&nbsp; agenda during his discussions with Mr. Yudhoyono, with a recent DFAT report revealing Australian businesses invested only $6.8bn into the rapidly developing Indonesian economy in 2012 (1.33 per cent of our total outward FDI), compared to $55.9bn with the United States in 2011.</p> <p>Paul Keating made clear that Indonesia is Australia&rsquo;s most important relationship. John Howard demonstrated our credentials as a neighbour with Australia&rsquo;s tsunami assistance and aid. While the Abbott government and our political leaders are very aware of the strategic importance of the Australia-Indonesia relationship, the question remains: Why don&rsquo;t Australian investors see Indonesia in the same strategic way as our political leaders? Where are our super funds and institutional investors? Despite notable exceptions such as banks like ANZ and CBA, why are Australian businesses and investors still reluctant to invest in this waking giant in our midst?</p> <p>A young country like Australia, Indonesia gained independence from the Netherlands in 1949 following a four-year struggle. Being a neighbour, what happens in Indonesian politics is noticed by Australia&rsquo;s business leaders and investors. It is an election year in Indonesia and political events in Indonesia have helped shape Australian investment thinking. Attitudes and perceptions have built up over decades and the two neighbours have very different histories.</p> <p>Perhaps it is time for investors to rethink these perceptions. Australians followed Indonesian independence and watched founding President Sukarno deposed in a 1967 military coup led by General Suharto who ruled over a time of rapid yet uneven economic growth. Popular dissent led to Suharto&rsquo;s downfall and the birth of Indonesian democracy in May 1998. Stories of corruption and geopolitical crises in West Papua in 1970 and East Timor in 1975 entrenched some negative views towards Indonesia.</p> <p>That&rsquo;s a long time ago. Knowing the importance of Indonesia and against the prevailing trends of the time, Paul Keating actively courted Suharto towards the end of his reign, laying the groundwork for APEC and the East Asia Summit, which endure to this day.</p> <p><img alt="" src="/sb_cache/priablog/id/2432/f/Picture1.jpg" style="width: 480px; height: 309px;" /></p> <p><em><strong>A consumer driven destiny: Why Indonesia&rsquo;s growing middle class means business for Australian investors</strong></em></p> <p>The immense opportunities the rapid economic rise this nation of 253 million presents for Australian business and investors are significant.</p> <p>Our competitors are already beating us in the FDI game. Firstly, with demographics being destiny, Indonesia has the vast population it requires to sustain a growing economy and build a formidable consumer class. While the capital city Jakarta (population 10.1m) is the centre of economic activity, the nation&rsquo;s second cities such as Surabaya (population 2.8m) have been growing at an even faster rate -- with a McKinsey report predicting an additional 72m Indonesians will be urbanised by 2030. This presents a tremendous opportunity for institutional infrastructure investment, especially for Australia&rsquo;s $1.5 trillion Superannuation sector.&nbsp; It presents opportunities to invest in leading companies on the Jakarta Stock Exchange.</p> <p>Secondly, Indonesia now has in place the framework of democratic institutions and the public policy required for sustained growth to flourish. Flourishing it is, having risen by an average 6 per cent per annum over the past decade, despite the Global Financial Crisis. The world&rsquo;s sixteenth largest economy today (GDP $894bn), it is expected to leap-frog into tenth place by 2022 (GDP $2,568 trillion) and fourth place by 2040 when its GDP will be 3 to 4 times larger than Australia&rsquo;s.</p> <p>Thirdly, and perhaps most promisingly, Indonesia&rsquo;s rapid economic growth has given rise to a large consumer class whose incomes are rising steadily from an average per capita figure of $US4,000 today. Numbering 74m as of July 2012, and expected to double to 120m by 2020, Indonesia&rsquo;s consumer class are responsible for a staggering 65 per cent of all GDP growth, compared to Thailand&rsquo;s 29 per cent and Malaysia&rsquo;s 6 per cent.</p> <p>This middle-income population is rising by an average 7m a year.</p> <p>With an awakening giant on our doorstep, Indonesia our neighbor is also undoubtedly our greatest opportunity. What are we waiting for?</p> <p><em>John Donovan is the Managing Director of AFM Investment Partners, representing Mandiri Investasi in Australia, the investment arm of Indonesia&rsquo;s largest bank, Bank Mandiri. John is the founder of the annual Investing in Asia conference held by the Australian Centre for Financial Studies to promote dialogue between Australian institutional investors and regulators and Asian investment managers and regulators. In April, John is hosting the Indonesian Pension Fund Association&rsquo;s first visit to Australia. John is a PRIA member and part of the PRIA Victorian Council.</em></p> http://www.pria.com.au/priablog/wake-up-to-indonesias-investment-potential http://www.pria.com.au/priablog/wake-up-to-indonesias-investment-potential Tue, Apr 08 2014 The irresistible power of storytelling in PR <p><em><strong>Guest blogger: </strong>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&rsquo;s Digest magazine. He&nbsp; trains regularly for PRIA.</em></p> <p>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.</p> <p>As a result, we have bored each other half to death with long PowerPoint presentations crammed with facts and figures. We have written marketing copy telling people to get excited about our leading edge products without really engaging them emotionally. Even when we used cases studies, we often wrote these in wooden, predictable ways that had little impact.</p> <p>Building a logical case supported by data is often not enough to get your message across. That&rsquo;s because we live in a subjective world where emotions are vital to decision-making.</p> <p>As brain research is showing, stories don&rsquo;t just engage the intellect: our brains glow like Christmas trees. In fact the brains behave as though they were really experiencing the events being described:</p> <ul><li>We experience strong emotions.</li> <li>The sensory areas of our brain are activated, as though we were really smelling or seeing what is described.</li> <li>Even the motor areas light up, as though we were performing the actions described.&nbsp;&nbsp;&nbsp;&nbsp;</li> </ul> <p>As author Annie Murphy Paul put it in a famous New York Times article: &ldquo;The brain, it seems, does not make much of a distinction between reading about an experience and encountering it in real life.&rdquo;</p> <p>Stories can be powerfully effective in many areas of business, both internally and externally. For instance:</p> <ul><li><strong>Sales:</strong> winning over customers. Even a product can be the hero of story.</li> <li><strong>Internal communications:</strong> getting employees to embrace a company&rsquo;s culture, understand the need for change, even understand the benefits of new systems and processes.</li> <li><strong>Brand: </strong>stories from the company&rsquo;s past can bring the brand to life in a convincing way.</li> <li><strong>Leadership:</strong> convey the lessons you have learnt to your staff in an inspiring way.</li> <li><strong>Knowledge sharing: </strong>stories of successes and failures within the firm can be rich with lessons.&nbsp;</li> <li><strong>Creativity: </strong>stories can help people to think outside the box.</li> <li><strong>Web traffic: </strong><strong>s</strong>tories increase the visibility of your site.</li> </ul> <p>No wonder corporate guru Tom Peters wrote in his book Leadership: &nbsp;&ldquo;As I see it, an effective leader, as she makes the rounds of her organisation, must ask one &ndash; and only one &ndash; question. &lsquo;Got any good stories?&rsquo;&rdquo;</p> <p>While we are all to a certain extent born storytellers, stories need to be carefully structured and crafted to have maximum impact. They need conflict, drama, setbacks. They need a protagonist who learns from the experience. And they need to be written in a clear, conversational style that makes it easy for the reader to be drawn into the narrative.</p> <table border="1" cellpadding="1" cellspacing="1" class="contentTable" style="width: 100%;"> <tbody> <tr> <td><p>Learn how to find good&nbsp;stories&nbsp;and tell them with flair, by enrolling for&nbsp;PRIA&rsquo;s&nbsp;Compelling Storytelling course in Sydney on 7 May 2014.</p> <p><a href="http://www.pria.com.au/training/event/compelling-storytelling"><img alt="" src="/sb_cache/priablog/id/2430/f/Register.jpg" style="width: 150px; height: 61px;" /></a></p> </td> </tr> </tbody> </table> <p>&nbsp;</p> http://www.pria.com.au/priablog/the-irresistible-power-of-storytelling-in-pr http://www.pria.com.au/priablog/the-irresistible-power-of-storytelling-in-pr Tue, Apr 08 2014 Infographic: 5 employee engagement mythsâbusted <p><strong>Myth #1: Recognition programs offer little return on investment.</strong></p> <p>This isn&#39;t true. Recognising employees and successfully engaging them, can increase revenue by as much as 23 percent.</p> <p><strong>Myth #2: Managers know how to engage employees.</strong></p> <p>Perhaps surprisingly, this is false. Almost 60 percent (58 percent) of new managers, do not receive any training, and 26 percent of managers feel unprepared to transition into management roles.</p> <p><strong>Myth #3: Millennials are difficult to engage.</strong></p> <p>This is also untrue. While some people may still not believe it, millennials are quite similar to the generations that came before them. Millennials want to be part of a company that engages and values them, just like anyone else.</p> <p>[Read the full <a href="http://www.ragan.com/Main/Articles/48085.aspx#">article here</a>]</p> <p>Based on this article, we compiled a guideline for leaders and organisations to consider:</p> <ul><li>Look at your website, what is your message? Is it push marketing, building community or trust?</li> <li>Do leading members have regular blog posts, do members drive the conversation?</li> <li>Do we talk to our people, to get the story bottom up?</li> <li>The leader has the greatest impact on trust &amp; engagement, not the company brand</li> <li>Who will we recruit as leader? Will that leader be visible and accessible and create trust?</li> <li>Listen &ndash; ask people what motivates them, ask what satisfaction looks like for them.</li> </ul> <p>Subsequently, there are numerous factors to take into consideration, and many leaders and managers are facing these challenges daily. Depending on your industry, trust and engagement is established and maintained, depending on the demand of their publics - however some factors are consistent across the board. Within<a href="http://www.ragan.com/Main/Articles/48085.aspx#"> Ragan&rsquo;s article</a>, the author related their discussion with Edelman&rsquo;s 2014 Trust Barometer infograph, that highlights some concerns for industries and methods to improve them. The main factors that stood out were:</p> <ul><li>Technology remains the most trusted industry (77%), whereas media is the least trusted industry (42%) &ndash; this is not surprising, especially since the media environment in Australia is changing, &nbsp;due to new policies enforced by Communication minister Malcolm Turnball, arousing concerns about &nbsp;newsworthy stories and bias;</li> </ul> <p>&nbsp;</p> <ul><li>Little trust in our business or government leaders to tell the truth- a good example of a business tackling this challenge is McDonalds, who recently released their campaign &lsquo;our food, your questions&rsquo; http://bit.ly/1ms8WrP. Answering all the tough questions to resolve any customer complications clearly and transparently; and</li> </ul> <p>&nbsp;</p> <ul><li>Employees are seen as more credible than CEOS - academic or expert (68%) as opposed to CEO (39%)</li> </ul> <p>View the<a href="http://www.edelman.com/insights/intellectual-property/2014-edelman-trust-barometer/about-trust/"> infograph here</a></p> <p>Modern PR professionals face critics labelling them as &lsquo;spin doctors&rsquo;, who twist the truth in order to maintain or establish a reputation or image, for their brand. This discussion around trust, should be adopted by future PR practitioners as a main priority to successfully compete in today&rsquo;s complex operating environment. In conclusion, Edelman reinforces the belief that trust, &quot;is a driven action that enable successful long-term relationships&quot; and from that, business must now create the context for positive widespread change.</p> <p>&nbsp;</p> <p><em>This article was originally posted by Kristin Piombino on 27/03/2014 at <a href="http://bit.ly/1gVuWfA">Ragan.com</a></em></p> <p>&nbsp;</p> http://www.pria.com.au/priablog/infographic-5-employee-engagement-mythsbusted http://www.pria.com.au/priablog/infographic-5-employee-engagement-mythsbusted Mon, Apr 07 2014 Case Study: we can all learn from Gaunter Pauliâs âBlue Economy' <p>For April, GreenUps is collaborating with Blue Australasia, to explore the new avenues that Gaunter Pauli&rsquo;s concept of &lsquo;Blue Economy&rsquo; will bring to businesses and communities in New South Wales. What does this new and exciting partnership mean for us?</p> <p>Blue Australasia, an Australian entity of a &lsquo;be sustainable&rsquo; group, applies Blue Economy solutions to all sectors in society, including the build environment, manufacturing, agricultural and corporate sector. Coined by Gaunter Pauli, the Blue Economy is premised on how innovations can be drawn from our natural environment, or from what we have readily available. It is a collaborative and social in its nature and as a result, has generated jobs and social capital, moving people out of poverty.</p> <p>In effect, &#39;Blue Economy&#39; is a holistic, feasible approach that considers all aspects of a business, including inefficiencies that may exist in employee resources, which ultimately lead to higher energy consumption. By applying &lsquo;Blue Economy&rsquo; concepts, businesses and communities will be able to realise new revenue streams and to an extent, gain immediate returns on investment (ROI). Businesses only achieve a &lsquo;Blue&rsquo; economy when it is operating at 100% efficiency without jeopardising its surrounding environment and communities.</p> <p>Sarah-Jane Sherwood further reiterates this, by stating &ldquo;What&rsquo;s important to note is that there are some fantastic green, circular economy and industrial ecology solutions out there.&rdquo;</p> <p>To put things into perspective, take NSW Toby&rsquo;s Estate coffee franchise for example. The company collects coffee grind waste from its coffee shops and uses the waste to grow mushrooms. These mushrooms are then sold to distributors, or used as a food source for underprivileged communities.</p> <p>Even though this is such small initiative, it is a good example of circular economy. If we take a further step back and look at the bigger picture, we can see that the Mycelium (protein produced by the mushroom root) is fed to livestock, livestock manure is turned into biofuel and then used to power coffee plants and stores.&nbsp; By looking at this example, we can see that there is zero waste, zero emissions and zero inefficiency, ultimately, producing your own energy source.</p> <p>&#39;Blue Economy&#39; also considers looking to our natural environment for ideas to adapt to our built environment, like designing buildings for instance. By analysing zebra stripes, we can see that white stripes repel heat whilst black attracts it. As a result, this creates an air pressure above that forms something similar to air circulation. If you apply this design to buildings, you can see that it naturally produces an air conditioning system.</p> <p>It is clear that in a &#39;Blue Economy&#39; world, there is a need to mimic what is happening in our natural environment &ndash; nothing is wasted and only value is added to ecosystems. Despite this still being an emerging concept, it is an exciting new way of thinking that works towards creating a much healthier planet Earth.</p> <p>With all this in mind, do you think that there are any changes, big or small, that you can make in your own business or community that echoes aspects of being &lsquo;Blue&rsquo;?</p> http://www.pria.com.au/priablog/case-study-we-can-all-learn-from-gaunter-paulis-blue-economy http://www.pria.com.au/priablog/case-study-we-can-all-learn-from-gaunter-paulis-blue-economy Fri, Apr 04 2014 10 things that will matter for your brand <p><strong>1. Twitter takeover</strong></p> <p>First of all, it is clear that the shared instant conversations that occur on Twitter, allow brands to more effectively engage with their consumers. Also with the recent purchase of Vine, a platform for short looping videos, there are now more opportunities for brands to launch short, clever videos for free.</p> <p><strong>2. Relevant retail</strong></p> <p>It is paramount for brands to have direct brand-to-customer interaction. The emergence of E-commerce has revolutionised how brands can enhance their relationship to the extent of &quot;giving shoppers what they want.&quot; An innovative example to look into, is the launch of &lsquo;experiential vending machines&rsquo;, that feature sensors, WI-FI connectivity and LCD screens. If you had the resources, how would you appropriate these new technologies to enhance your brand?</p> <p><strong>3. Rise of the CXO</strong></p> <p>CXO measures the importance of customer experience to a particular brand. Brands are increasingly aware that experience plays a major role in differentiating your brand from your competitors. 9 out of 10 consumers state that they choose brands on the basis of the overall experience. With creativity and innovation in mind, 6 out of 10 consumers will pay more for a brand that offers a unique experience. By focusing on your brand&rsquo;s CXO, business growth will thrive and ultimately, increase your bottom line.</p> <p><strong>4. Collaborative economy</strong></p> <p>Collaborative economy looks into the shared access that exists between a brand and its consumers. How can you include your consumers in contributing to your brand? Some key platforms to think of include Airbnb, peer-to-peer accommodation and the chore outsourcing network, TaskRabbit. Lastly, on the topic of collaborative economy, 3D printing is becoming more of an immediate reality, how will this innovation change the landscape of your industry?</p> <p><strong>5. User experience writ large</strong></p> <p>Similar to CXO, there is a greater need to create a &lsquo;user experience,&rsquo; in particular, the involvement of users in product design and brand extension. Why? This gives brands an opportunity to understand their customers and directly respond by developing products that actually meet their customers&rsquo; needs. A key example to think about is the partnership between American Express and VeriFone that has enabled customers to use their rewards point to pay for cab rides in New York City. With your brand in mind, how would you adopt this approach?</p> <p><strong>6. The next Iphone, that&rsquo;s not an Iphone</strong></p> <p>There is a need to always think on your feet and adapt quickly to new platforms. It is clear that media consumption has been revolutionised to the extent that now, the launch of the X-Box One means television, gaming the web and even Skype can all be connected and controlled to the one device. Is this an avenue that you can explore for your brand?</p> <p><strong>7. Owned media strategies for content marketing</strong></p> <p>We all know what content marketing is - a method for initiating conversation with customers. We also all know that we do it to differentiate a brand from the competition. However, the big question is how? We all fall into the trap of just looking into the distribution channels, especially since social media has so much to offer. However, it is also important to focus on &lsquo;owned media space.&rsquo; That is, how are you able to develop a unique experience that is specific to your brand? By engaging with customers more deeply and effectively, this can generate a lot of word of mouth, and sometimes to the extent of user-generated content.</p> <p><strong>8. Real time conversation</strong></p> <p>Real time conversation is about responding quickly to events as they happen, to the extent that you&rsquo;re able to hijack a big moment in time that engages with a lot of people and use it to your brand&rsquo;s favour. Much like a &lsquo;newsroom&rsquo; approach, it is important to be topical and on trend so that you can create relatable content that is both appropriate to your brand and with the event or issue at hand.</p> <p><strong>9. Big data gets small</strong></p> <p>We are now coming into an age of technology where everyone&rsquo;s online web browsing is scrutinised, put through a complex algorithm and then data is provided, that reflects consumers&rsquo; purchasing behaviour. This process unearths trends and identifies opportunities for business to grow and be innovative. What does this mean for you? It will provide greater insight into how businesses can now, tailor their products and services to meet consumers&rsquo; needs.</p> <p><strong>10. Storytelling</strong></p> <p>As an aged old tool, storytelling is always essential for any brand or business. It is what attracts a consumer to a particular brand. With digital and social growing ever more in consumers&rsquo; daily experience, it is important to take advantage of visual platforms like that of Vine, Instagram and even to a certain extent Snapchat. How would you utilise these video platforms to enhance your brand&#39;s awareness?</p> <p>&nbsp;</p> <table border="1" cellpadding="1" cellspacing="1" style="width: 500px;"> <tbody> <tr> <td><p>Want to find out more on how you can capitalise on your digital marketing? Why not register for the &quot;Digital Marketing and how to measure it&quot; Webinar held on Friday 23rd May 2014. For more information click below:</p> <p><a href="http://www.pria.com.au/training/event/webinar-digital-marketing"><img alt="" height="74" src="/sb_cache/priablog/id/2426/f/Register.jpg" width="182" /></a></p> </td> </tr> </tbody> </table> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> http://www.pria.com.au/priablog/10-things-that-will-matter-for-your-brand http://www.pria.com.au/priablog/10-things-that-will-matter-for-your-brand Thu, Apr 03 2014 PRIA Members - judge for the 2014 Global Alliance COMM Prix Awards? <p>If you have had prior experience and knowledge of the Awards programs, please send in a brief note to info@globalalliancepr.org by <strong>June 16th 2014</strong> with your contact details, summary of the experience and the name of your organisation.</p> <p>In addition, the early bird submissions for the 2014 Global Alliance COMM PRIX awards are open until <strong>April 30th 2014.</strong> This is an opportunity for PRIA members to showcase programs and academic case studies that will be reviewed and looked at on a global scale. For more information on the available divisions and categories, please visit <a href="http://www.globalalliancepr.org/website/page/ga-awards">Global Alliance PR. </a></p> <p>&nbsp;</p> <p>&nbsp;</p> http://www.pria.com.au/priablog/pria-members-judge-for-the-2014-global-alliance-comm-prix-awards http://www.pria.com.au/priablog/pria-members-judge-for-the-2014-global-alliance-comm-prix-awards Wed, Apr 02 2014 âCheersâ - Toasting Etiquette's Importance in PR <p>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. Those of us who are rich in friends have experienced toasts on many occasions; from weddings to funerals, birthday celebrations to good health. Sincere words spoken at a toast can be the most precious present for our loved ones, conveying empathy and reflecting the dignity of the giver of the toast. Toasting is essential in times of happiness and grief, career success and self growth. Hence, it is important that is done properly. For a PR Practitioner who is managing the relationship and reputation of various stakeholders, it is simply part of the job. Sometimes, the PR Professional will be asked to give advice on how to toast, propose one, or, give or write a speech for the occasion.</p> <p>When? To what? How do you toast? And finally, who drinks? Something started as an offering to the ancient gods in exchange of happiness, started to have its current name when the Romans inserted bread that was hard to chew in wine containers to collect sediments. In a time when Baroque was transitioning into the witty style of Rococo, it was common to propose a toast to the celebrities of the time, usually women. By adding spiced toast to a drink one was thought to be flavouring the beverage with the lady&rsquo;s piquancy.</p> <p>During a meal, a toast can be proposed at the beginning to welcome the guests for instance, and, or before dessert is served. When a toast is done after the main course, the one who proposes the toast should stand up. Whereas if there is a toast before the meal starts there is no need to stand, although it would be better if the person who is going to say something at the table is in a position visible by everybody. Remember, that it is the host who has precedence in proposing a toast.</p> <p>You can toast for anyone or anything, and there is no need to do so with an alcoholic drink. If there is something like a perfect toast, it is a personalised one tailored for the occasion. Being a speech, ideally lasting two to three minutes, it has to have an opening, body and conclusion. Vocal variety, eye contact and gestures contribute immensely in getting your message across. Be frank but extremely tactful, humiliating anyone at the table could backfire and is to be avoided. Everyone is equal at the table, although the host is more of a first among equals, &lsquo;primus inter pares&rsquo;, and is expected to lead by example.</p> <p>Toasting tips: Stands up and propose a toast to someone or something. When you finish your speech, you clink glasses with the guests and sip your drink quietly. Entirely downing a beverage is a sign of uncouthness. In the past, cups made out of solids such as silver would be clinked hard to ensure that no one at the table put poison in your drink. Today, a gentle clink will do. If you are a recipient of a toast and you participate in it, you will look, excuse me, as funny as if you were clapping at yourself. The best way to go about it is to wait and then reciprocate with a toast of your own.</p> <p>Author: Kristian Bonnici</p> <p><a href="http://www.timesofmalta.com/articles/view/20140317/thezone-careers/teaching-etiquette-and-diplomacy.510999">​Full video</a></p> http://www.pria.com.au/priablog/cheers-toasting-etiquettes-importance-in-pr http://www.pria.com.au/priablog/cheers-toasting-etiquettes-importance-in-pr Tue, Apr 01 2014 #Ethics in the age of Social Media and Public Conversations <p>With an eye on ethics, I was really pleased to review a research paper written by Dr. Shannon Bowen, who is an&nbsp;Associate Professor in the School of Journalism and Mass Communications at the University of South Carolina. Dr. Bowen&rsquo;s paper,&nbsp;Using Classic Social Media Cases to Distill Ethical Guidelines for Digital Engagement, identifies 15 ethical guidelines for using social media.</p> <p>Here&rsquo;s my Q&amp;A interview with Dr. Bowen, which discusses the important highlights of &nbsp;her research project:</p> <p><strong>1. &nbsp;Why is there the need to revisit ethics in an age of social media and public conversations?</strong></p> <p>The old clich&eacute; is that social media is like the &ldquo;Wild West&rdquo; where anything goes; however I do not think that is true. Social media increases both the speed and frequency of communication, thereby introducing new room for error or ill-conceived strategy. It also introduces an egalitarian new concept in communication in which there are few gatekeepers. One does not have to go through an editor to have a story used, but can immediately reach thousands or more readers through a blog, post, or Tweet. Therefore, the responsibility for ethical communication is heightened at the level of the&nbsp;individualcommunicator, who is now often the only gatekeeper. More responsibility means more pressure, more critique; therefore, greater acumen is needed to successfully navigate communicating in the social media environment.</p> <p><strong>2. &nbsp;Discuss the model you used for your ethics research and why?</strong></p> <p>As you know, public relations professionals are responsible for maintaining the relationships between organizations and publics, and those relationships rely on understanding values. Interpreting and defining shared values is an ethical exercise. Understanding organizational values and the many and varied values of publics takes research and ethical insight. Using a model from moral philosophy that is based on duty allows a thorough analysis of the values held by publics, so that we can advise organizations in a well-considered way. The duty-based form of ethics asks the decision maker to consider three angles: responsibility to moral principle, maintaining the dignity and respect of all publics, and proceeding with good intentions. By considering potential actions in the social environment through this triangle, more rigor is introduced through multiple perspectives and better decisions result.</p> <p><strong>3. &nbsp;What are some of the best examples of companies that are using social media ethically?</strong></p> <p>In the article (Bowen, 2013 Journal of Mass Media Ethics, 28(2), I refer to Starbucks as one of the foremost ethical companies using social media. They were among the first to create a truly dialogue-based feedback program in which publics could have a true say in the organization, based on the merits of their idea, complaint, request, innovation, etc. Some people have critiqued the &ldquo;my Starbucks idea&rdquo; website as not being altruistic, but altruism is not a requirement of ethics. The program is ethical because it genuinely asked for feedback, maintains dignity and respect, and proceeds with good intention. It is true that ideas on the site are used to improve a competitive business&ndash; that does not disqualify it as ethical behavior because it is upholding the responsibility to maintain the organization itself. As long the comments are made of people&rsquo;s own free will and not used in exploitative manner, improving the competitive nature of the business is an ethical advantage to all the employees and stockholders, and often to consumers.</p> <p><strong>4. &nbsp;With respect to the 15 Ethical Guidelines for Social Media, has our ethical approach changed, or is this the same type of approach we&rsquo;ve used in the past expanded to include social media communications?</strong></p> <p>Good ethics, based on rigorous moral philosophy, holds to the same general principles across various situations. However, they have been tailored here for ease-of-use in the rapidly changing social media environment. Because the forms of communication used across social platforms have gotten incredibly complex, specific and direct to targeted publics, and very rapid it is easy for communicators to make mistakes. Taking the time to think through seemingly simple decisions is worth the investment in avoiding mistakes or outright ethical transgressions.</p> <p><strong>5. &nbsp;What guidelines, if any, do you think will be the most challenging for brands?</strong></p> <p><br /> Undoubtedly, the most difficult guideline is always conducting a rational analysis before acting. It is easy for managers to assume that they know what is best based on prior experience and jump to action. However, experience is only one variable among hundreds or potentially thousands, and without conducting a rational analysis many valuable perspectives can be overlooked. Conducting a rational analysis also requires a learned skill of analyzing data gained from multiple perspectives and evaluating it objectively, rather than from the perspective of self-interest alone. It is challenging to bring rational objectivity to all these decisions, but becomes second nature with a little practice.</p> <p>You can review Dr. Bowen&rsquo;s research paper <a href="http://www.deirdrebreakenridge.com/wp-content/uploads/2013/07/JMME_Bowen_2013_SM_Ethics.pdf">here</a></p> <p>This article was originally posted by Deidre Breakenridge on 22/07/2013 at <a href="http://bit.ly/1iuSbyh">Deidre Breakenridge.com</a></p> <table border="1" cellpadding="1" cellspacing="1" style="width: 500px;"> <tbody> <tr> <td><p><img alt="" src="/sb_cache/priablog/id/2420/f/1402_PRdays_BTad_120x120p_animated_01.gif" style="width: 120px; height: 120px; float: right;" />Ethics is an essential component within any PR practice, and with the explosion of social media new ethical challenges have arised. Learn more about them and how to tackle the challenges at one of&nbsp;PRIA&#39;s PoweR days. Geoffrey Stackhouse will be discussing &#39;Your crisis &amp; the Opinion cycle&#39; in NSW&nbsp;during April, why not sign up and see how this PR topic can help you with your practice!</p> <p><img alt="" src="/sb_cache/priablog/id/2422/f/Register.jpg" style="width: 200px; height: 82px;" /></p> </td> </tr> </tbody> </table> <p>&nbsp;</p> http://www.pria.com.au/priablog/ethics-in-the-age-of-social-media-and-public-conversations http://www.pria.com.au/priablog/ethics-in-the-age-of-social-media-and-public-conversations Mon, Mar 31 2014 Business exploit employees social media real estate <p>The easy answer is no, because it&rsquo;s just asking. There is no need to actually undertake the social media sharing/commenting requested.</p> <p>But that ignores three factors:</p> <ul><li>Merely by asking, some <strong>people will feel pressure</strong>d to undertake the social media sharing</li> <li>Many people on social media tend to be fairly non-disciplined when it comes to sharing/liking/RTing etc, so the business is on to a &lsquo;winner&rsquo; by asking its employees to undertake this activity at all</li> <li>What if the organisation monitors what employees/consultants actually share and then use non-cooperation against the individual? <strong>Big brother stuff.</strong></li> </ul> <p>You think the Big Brother approach doesn&rsquo;t happen? Seriously? If so, I think you&rsquo;re being hopelessly romantic and/or naive. Even if it doesn&rsquo;t happen very often, it remains an approach which a business can take if it wishes.</p> <p><span style="font-size:14px;"><strong>The moral dimension of Craig Pearce (me) asking for social media shares</strong></span></p> <p>I ask in my blog posts and on social media platforms like Twitter and LinkedIn for people to share my posts, hoping it increases readership and the perceived credibility of my blog and, by extension, myself. I do this for a number of reasons:</p> <ul><li><strong>It&rsquo;s a bit of sport/fun </strong>to see subscriber numbers to my blog increase and for social media shares to go up</li> <li>It might lead to increased and better quality work opportunities</li> <li>It helps raise awareness of what I like to think are interesting and valuable thoughts on PR, corporate communication and marketing</li> <li>It will hopefully lead to <strong>greater engagement</strong> on the blog and get people adding value to thought leadership I have written.</li> </ul> <p>So if I can ask for social media sharing to take place, why shouldn&rsquo;t businesses?</p> <p>It&rsquo;s a good question. And I&rsquo;m not sure if I have a good answer!</p> <p><span style="font-size:14px;"><strong>The morality of business asking for social media sharing</strong></span></p> <p>I tend to think of facebook as a purely personal platform. LinkedIn I think of as being purely professional. And Twitter is a bit of a mixed bag, but mainly professional.</p> <table border="1" cellpadding="1" cellspacing="1" style="width: 500px;"> <tbody> <tr> <td><p>&nbsp;</p> <p><em style="font-size: 12px; line-height: 1.5em;">The upshot of this being I think it&nbsp;<strong>fine for business to ask for shares on an employee&rsquo;s&nbsp;LinkedIn&nbsp;platform,</strong> and also on Twitter, but not on&nbsp;facebook. This is a purely personal perspective and millions will probably disagree.</em></p> <p>&nbsp;</p> </td> </tr> </tbody> </table> <p>&nbsp;</p> <p>And a good reason for disagreeing is that we have, really, become promiscuous&nbsp;<span style="font-size: 1.1em; line-height: 1.5em;">sharers on social media. For many people the line between <strong>keeping information personal on social media </strong>is about as non-existent as the line which exists regarding shouting out personal information on mobile phones in public places (but don&rsquo;t get me started on that one&hellip;).</span></p> <p>There are three approaches I think businesses should apply as a default when seeking employee shares on their social media real estate:</p> <ul><li>Make it a hard and fast written policy that no monitoring of employees sharing of business news/imperatives on social media platforms will be held against them, unless the sharing contains comment which <strong>compromises the organisation in some way or is unlawful</strong></li> <li>It should also be policy that a <strong>lack of social media</strong> sharing about the business will never be held against the employee</li> <li>Be non-pushy in the asking of shares on employees&rsquo; social media platforms. I would be putting it something like this: &lsquo;Please consider sharing news of XYZ on one of your social media platforms such as LinkedIn&hellip;.etc&rsquo;</li> </ul> <p>And I would certainly be prioritising the asking of shares on business-oriented social media platforms, not personal/social-oriented ones, the reason for which seems self-evident.</p> <p>Not least of which there is less risk of employees thinking the business is infringing in their personal space &ndash; which will impact on employee perceptions towards the business, how much they admire the business and, crucially, their <strong>productivity and how long they work at the business</strong>. Increased employee turnover is, in particular, a massive cost which a business does not want to increase.</p> <p><span style="font-size:14px;"><strong>Advantages for employees in business-driven social media sharing</strong></span></p> <p>In the context of a platform such as LinkedIn, I think there are a number of common sense advantages to employees agreeing to share news of their business on LinkedIn:</p> <ul><li>As LinkedIn is a very visible window into the history, attitude and &lsquo;soul&rsquo; of you as a professional, sharing &ndash; and commenting positively &ndash; on an employer&rsquo;s news <strong>indicates you are a supporter of the company you work for </strong>&ndash; this is, patently, going to be perceived as being a good thing</li> <li>If the news is relevant to the employee&rsquo;s actual professional line of work, it could help them learn something about the topic being discussed through other people&rsquo;s comments and/or information sharing, thereby potentially becoming more adept at their profession.</li> <li>By promoting an employer on LinkedIn, it will probably help in some way to the business increasing its brand equity and enhancing its reputation. This will contribute in some way to the longevity and potentially even income of the business, making it a more <strong>secure long term employer </strong>of the individual.</li> </ul> <p><span style="font-size:14px;"><strong>Personal choice and personal credibility on social media</strong></span></p> <p>At the end of the day, of course people have the <strong>right to choose</strong> what they do and don&rsquo;t share on social media. What they share and how they comment on the shares tells us a lot about the sort of person they are.</p> <table border="1" cellpadding="1" cellspacing="1" style="width: 500px;"> <tbody> <tr> <td><p>&nbsp;</p> <p><em><span style="font-size:12px;">Personally, I am mystified why people would want to share something related to fast food products,&nbsp;FMCG&nbsp;products or anything with an obvious and in-your-face commercial focus.</span></em></p> <p>&nbsp;</p> </td> </tr> </tbody> </table> <p>&nbsp;</p> <p>On the other hand, I totally get social media shares on activity related to the arts, culture, politics, social issues and sport. Yes, there are plenty of cultural and sport &lsquo;products&rsquo; out there, so my delineation between these and FMCG, for instance, is a personal and, perhaps, spurious one!</p> <p>What do you think about this discussion? Do you share news of your employer on social media? if so, which platforms do you think are appropriate to do this on? Where do you draw the line in platforms to use for business purposes and the kind of news you will share on your employer or other businesses on social media? Have you ever been offended or felt compromised by being asked by your employer to share news of it on social media?</p> <p><em>This article was originally posted by Craig Pearce on 20/03/2014 at <a href="http://craigpearce.info/">Craig Pearce Strategic Communication</a></em></p> <p>&nbsp;</p> <table border="1" cellpadding="1" cellspacing="1" style="width: 500px;"> <tbody> <tr> <td><p><img alt="" src="/sb_cache/priablog/id/2416/f/1402_PRdays_BTad_120x120p_animated_01.gif" style="width: 120px; height: 120px; float: right;" />Beth Powell will be talking about social media in May for PRIA&#39;s PoweR days. This is an insightful experience for PR professionals to gain an understanding about the relationship between PR, social media and your personal information.&nbsp;</p> <p>\<img alt="" src="/sb_cache/priablog/id/2418/f/Register.jpg" style="width: 200px; height: 82px;" /></p> </td> </tr> </tbody> </table> <p>&nbsp;</p> http://www.pria.com.au/priablog/business-exploit-employees-social-media-real-estate http://www.pria.com.au/priablog/business-exploit-employees-social-media-real-estate Fri, Mar 28 2014 3 ways to get more value from events using social media <p>We can look at events in three ways: attending an event, running an event or speaking at one. For this post I&rsquo;m going to focus on the attendance of events only.</p> <p>Let&rsquo;s be clear: events have&nbsp;always&nbsp;been an effective way to connect with new people (for example, potential clients or partners, influencers, business associates etc) as well as reconnect with existing contacts.</p> <p>However, strategically using social media in tandem with your event-based activity will ensure you get the most out of your efforts because, let&rsquo;s face it, attending events can be a time-consuming business!</p> <p><span style="font-size:14px;"><strong>Without further a-do, here are three tips on how to get the most out of events using social media.&nbsp;</strong></span></p> <p><em>(NOTE: These tips will vary in their applicability depending on what type of event you&rsquo;re attending. Is it an industry networking get-together? A training seminar? A conference, perhaps?)</em></p> <p><span style="font-size:14px;"><strong><span style="font-size:12px;">Cover the event using Twitter</span>.</strong></span>&nbsp;Two areas to look out for: (a) report interesting snippets/quotes/soundbites from the speakers or comment on things they are talking about; (b) take photos of participants and upload them into your tweet stream. Ditto LinkedIn and Facebook (whichever platform you feel the most comfortable with). I tend to use Twitter because I get more timely reaction from my network.</p> <p><strong>Write a blog post after the event if it was interesting enough and you feel your readers would derive value from your opinions and observations</strong>.&nbsp;The post may be an overall snapshot of the event, or you might hone in on one particular speaker. Perhaps you might like to take along a Flipcam or use your iPhone to interview participants or one of the speakers and then post it to YouTube and your blog. You can then link to the post via Twitter, Facebook and LinkedIn to ensure broader distribution of your work.</p> <p><strong>Send a LinkedIn invitation to connect with people you met at the event.</strong> Get into the habit of doing this within 24 hours. If you collect business cards, consider using an app such as CardMunch. (Take a picture of the card using the app, and it converts to a contact automatically. It will also show LinkedIn profile information and connections you have in common.) You might do likewise with Twitter if the people you meet are on the platform.</p> <p><strong>In today&rsquo;s hyper-connected marketplace where the temptation is to build your network using mainly social networking channels, it&rsquo;s even more important to get out there and press the fles</strong>h.</p> <p>However, when you combine the two&mdash;when you &lsquo;socialise&rsquo; events and extend your involvement via the likes of Facebook, Twitter and your blog&mdash;it shows you&rsquo;re not only out and about, active and connected, but also you&rsquo;re adding value to your community of followers and contacts.</p> <p><strong>And this can only be a positive thing for your personal brand!</strong></p> <p><em>This article was originally posted by Trevor Young on 01/03/2014 at <a href="http://www.trevoryoung.me/3-ways-to-get-more-value-from-events-using-social-media/">Trevor Young.com</a></em></p> <table border="1" cellpadding="1" cellspacing="1" style="width: 500px;"> <tbody> <tr> <td><p><img alt="" src="/sb_cache/priablog/id/2412/f/1402_PRdays_BTad_120x120p_animated_01.gif" style="width: 120px; height: 120px; float: right;" />Social media is fast becoming a topic of discussion amongst PR practitioners. How to effectively use it within your PR practice&nbsp;can be complex and comes with a lot of challenges. Why not register for PRIA&#39;s social media PoweR&nbsp;day led by Beth Powell happening in May? This is a perfect opportunity to learn about the effective ways to implement social media in your PR practice and ultimately get &nbsp;you ahead in the PR industry!&nbsp;</p> <p>&nbsp;</p> <p><img alt="" src="/sb_cache/priablog/id/2414/f/Register.jpg" style="font-size: 1.1em; line-height: 1.5em; width: 200px; height: 82px;" /></p> <p>&nbsp;</p> </td> </tr> </tbody> </table> <p>&nbsp;</p> http://www.pria.com.au/priablog/3-ways-to-get-more-value-from-events-using-social-media http://www.pria.com.au/priablog/3-ways-to-get-more-value-from-events-using-social-media Thu, Mar 27 2014 9 Habits of Highly Effective PR People <p>Going from Good to Great takes work and new habits. Fortunately, habits are hard to break &ndash; so if you can acquire these <a href="http://www.prnewsonline.com/prnewsblog/index.php/2014/02/10/9-habits-of-highly-effective-pr-people/">9 Habits of Highly Effective PR People</a>, then you&rsquo;ll no longer settle for Good. Based on conversations with PR professionals and our PR News team&rsquo;s interviews with thousands of leaders, here are nine great PR habits:</p> <p><strong>1. Listen hard: don&rsquo;t pretend you&rsquo;re listening</strong>. Focus during key conversations and jot down what you heard, because you think you&rsquo;ll remember the key takeaways but you won&rsquo;t.</p> <p><strong>2. Speak the local language:</strong> understand the lingo of the communities and markets you serve and learn their language. The nuances can make a difference in your communications campaign.</p> <p><strong>3. Read until your eyes hurt:</strong> Always be reading something &ndash; be it a magazine article, a news item online, a fiction or non-fiction book. Reading stirs your imagination, helps you to become a better writer, and, of course, keeps you well-informed.</p> <p><strong>4. Embrace measurement: </strong>you&rsquo;ve heard that you can&rsquo;t manage what you don&rsquo;t measure. It&rsquo;s true. Sometimes it&rsquo;s tough to swallow the results, much less communicate them. Establishing reasonable metrics and evaluating regularly will allow you to pivot, improve, learn and succeed.</p> <p><strong>5. Become a subject matter expert: </strong>Being a Jack (or Jackie) of All Trades is over-rated. Find a niche, study it, live it and become the go-to expert on that niche.</p> <p><strong>6.&nbsp; Practice your math:&nbsp;</strong> Knowing how to read a Profit/Loss statement, how to build and execute on a budget, how to calculate growth and decline will position you for leadership, and improve your PR initiatives.</p> <p><strong>7. Hone your writing skills</strong>: whether it&rsquo;s a finely crafted memo, a post-campaign report or an email to a colleague or client,&nbsp; make your writing sing. How you write is often how you&rsquo;re perceived in the field of communications. If you can&rsquo;t articulate your message in writing, you can&rsquo;t go from Good to Great.</p> <p><strong>8.&nbsp; Master your Social:&nbsp;</strong> Social media is not a strategy, it&rsquo;s a platform. Understand it and use it regularly but don&rsquo;t let Fear of Missing Out make you an obsessive social communicator. The other &ldquo;social&rdquo; &mdash; communicating and networking with peers and stakeholders (preferably in person or by phone) &mdash; holds more long-term value for you as a PR leader.</p> <p><strong>9. Be a PR advocate:</strong> Public Relations often suffers from an image problem; PR is not just about pitching to the media or bitching about the media; it&rsquo;s one of the most important disciplines within an organization. Advocate for your profession &ndash; and the best way to do that is by being a Great PR Person.</p> <p>I might have missed a few habits, so please add to this list!</p> <p>Follow Diane Schwartz on Twitter here:<a href="https://twitter.com/dianeschwartz"> @dianeschwartz</a></p> <p><em>This article was originally posted by Diane Schwartz on 10/02/2014 at <a href="http://bit.ly/1hEkR2X">PR News Blog.</a></em></p> <table border="1" cellpadding="1" cellspacing="1" style="width: 500px;"> <tbody> <tr> <td><p><a href="http://www.pria.com.au/development/power-day-series"><img alt="" src="/sb_cache/priablog/id/2402/f/1402_PRdays_BTad_120x120p_animated_01.gif" style="width: 120px; height: 120px; float: right;" /></a>Carol Moore will be speaking about PR campaign planning at PRIA&#39;s PoweR days in Sydney. This is one of many days where you can develop your PR practice and hone in on your skills in order to be successful within this industry. Read more at&nbsp;<a href="http://bit.ly/1bKnhiI">http://bit.ly/1bKnhiI</a>.&nbsp;</p> <p>&nbsp;</p> <p><a href="http://www.pria.com.au/development"><img alt="" src="/sb_cache/priablog/id/2404/f/Register.jpg" style="width: 200px; height: 82px;" /></a></p> </td> </tr> </tbody> </table> <p>&nbsp;</p> http://www.pria.com.au/priablog/9-habits-of-highly-effective-pr-people http://www.pria.com.au/priablog/9-habits-of-highly-effective-pr-people Wed, Mar 26 2014 Listening in Life and in PR <p><strong><span style="font-size:16px;">Listening in Life and in PR</span></strong></p> <p>Part of our job as parents is to nurture, protect, and advise our children. So when one of them comes to us with a problem, we jump right in and provide advice on how to remedy the situation, or perhaps use a story from our own childhood to let them know we understand.</p> <p>In short, most parents want to help make their child feel better. After all, that&rsquo;s what a good parent does, right? Wrong.</p> <p>My aha moment came when my friend told me the best thing we could do as parents is to listen. That&rsquo;s it. When one of our children comes to us feeling bad or sad or frustrated, the best thing we can do is to let it be. Just sit with the words they&rsquo;ve just expressed.</p> <p>Hold them or hug them, but just be.</p> <p>Why?</p> <p>Because when parents jump in to &ldquo;save&rdquo; their children from pain or sadness, what we do is devalue what they&rsquo;ve just told us. It was that simple sentence that really struck a chord with me. I understood immediately. Sometimes we just need to listen.</p> <p>If something as simple as that can work to build stronger bonds and relationships with our children, why can&rsquo;t it work with our friends, colleagues, and clients?</p> <p>Are you hearing what they have to say, or listening to what they have to say?</p> <p><strong><span style="font-size:16px;">Hearing or Listening?</span></strong></p> <p>Hearing is simply the act of perceiving sound by the ear. Listening, however, is something you choose to do. Listening requires concentration so your brain has the ability to process the meaning of each word. Listening leads to learning.</p> <p>Part of our job as PR professionals is to &ldquo;fix&rdquo; things, for instance, a client&rsquo;s lack of brand recognition. We can more effectively serve our clients if <a href="http://spinsucks.com/marketing/build-customer-relationships-with-active-listening/">we listen to their challenges</a> and schedule some individual <a href="http://spinsucks.com/communication/thinking-time-staff-meeting-for-one/">thinking time</a>, to more clearly assess the situation, and provide thoughtful feedback.</p> <p>I wanted to find out for myself, so I took an online test to assess my own listening skills. It did a pretty good job explaining where my weakness lie and where I should improve.</p> <p>What kind of listener are you? How attentive are you to your clients needs?</p> <p>Take this <a href="http://psychologytoday.tests.psychtests.com/take_test.php?idRegTest=3206">listening skills test </a>to find out and learn ways to improve how you communicate.</p> <p><br /> <em>This article was originally posted by Mary Anne Keane on 19/03/2014 at <a href="http://bit.ly/1d1D7ps">Spin Sucks.</a></em></p> <table border="1" cellpadding="1" cellspacing="1" style="width: 500px;"> <tbody> <tr> <td><p><a href="http://www.pria.com.au/development/power-day-series"><img alt="" src="/sb_cache/priablog/id/2398/f/1402_PRdays_BTad_120x120p_animated_01.gif" style="width: 120px; height: 120px; float: right;" /></a>Want to hear more about how to improve communication with clients? Why not register for Tony Spencer Smith&#39;s talk about Winning Words as PRIA&#39;s&nbsp;PoweR days in Victoria during March!&nbsp;</p> <p>&nbsp;</p> <p><a href="http://www.pria.com.au/development/power-day-series"><img alt="" src="/sb_cache/priablog/id/2400/f/Register.jpg" style="width: 200px; height: 82px; float: left;" /></a></p> </td> </tr> </tbody> </table> <p>&nbsp;</p> http://www.pria.com.au/priablog/listening-in-life-and-in-pr-983 http://www.pria.com.au/priablog/listening-in-life-and-in-pr-983 Tue, Mar 25 2014 Five reasons why your PR pitch stinks! <p>There&rsquo;s nothing more disappointing than spending an inordinate amount of time on something, only to have it fail. Even worse than having it fail, though, is not learning from the failure. If you&rsquo;ve had a pitch fall flat in the past, what have you learned from it? Here are some of the things I&rsquo;ve learned:</p> <p><strong>The topic isn&rsquo;t interesting.</strong>&nbsp;I&rsquo;ve worked in the tech startup space for the past few years, and I&rsquo;ve noticed what appears to be a&nbsp;very&nbsp;common problem: someone in the C-Suite wants to do a press release about a product release, a closed round of funding or a product update and, not matter how you &ldquo;spin&rdquo; it, it&rsquo;s just not that interesting. If you have an existing relationship with a journalist or just happen to reach out at the&nbsp;exact&nbsp;right time, you may be able to sneak the announcement in to a larger story &ndash; but, chances are, you just need to come up with something better. Try tying your less interesting news to something journalists (and bloggers!) haven&rsquo;t heard before. For example, if you hire a new high-profile data scientist, come up with a story around the data they&rsquo;ve uncovered and sneak in the little tidbit about their recent move to your company.</p> <p><br /> <strong>The content isn&rsquo;t attention-grabbing.</strong>&nbsp;Once you&rsquo;ve come up with an interesting topic, it&rsquo;s important to present it in an interesting way. Nobody likes to read long paragraphs of text and, if nobody reads your pitch, nobody is going to write about it. So spruce it up with short paragraphs, bullet points, quotes, images, videos, infographics &ndash; whatever you can think of to grab your reader&rsquo;s attention and make them want to share your story.</p> <p><br /> <strong>You&rsquo;re not targeting the right people.&nbsp;</strong>Technology has made it incredibly easy to take a &ldquo;spray and pray&rdquo; approach to pitching &ndash; PR pros have databases upon databases of journalists to&nbsp;spamreach out to with their stories, and can instantly send hundreds or thousands of emails with the click of a button. One of the big lessons I&rsquo;ve learned from email marketing is that&nbsp;it&rsquo;s all in the list. Taking the time to really hone in on your target audience can go a long way in getting a response &ndash; so think carefully about which publications and journalists would likely be interested in your story and start there. It may take a little more time upfront, but the payoff will be worth it.</p> <p><br /> <strong>You&rsquo;re not tailoring your pitch to the journalist.</strong>&nbsp;Building upon the previous point, carefully selecting your list allows you to research each journalist and what they&rsquo;ve written in the past, so you can tailor your pitch specifically to them. Meltwater&rsquo;s&nbsp;media database&nbsp;actually allows you to search for journalists by what they&rsquo;ve written in the past, so you can reference related articles in your pitch and discuss how your story is relevant to their audience. Can we say, &ldquo;winner, winner, chicken dinner?&rdquo;</p> <p><br /> <strong>You don&rsquo;t have an existing relationship with the journalist.&nbsp;</strong>This isn&rsquo;t absolutely crucial, but it can definitely be icing on the cake! Most of the time, you have some time to craft your pitch and build your list &ndash; why not start priming journalists early, as well? Once you&rsquo;ve built your list, take a look at some of the articles they&rsquo;ve written in the past and comment on them with insightful information or questions. Then, utilize social media to begin sharing their content and responding to their tweets. Building a relationship with your target audience before you actually need something from them will help you stand out and can be the difference between your story being published, or glossed over.</p> <p>What lessons can you add to this list?</p> <p>This article was originally posted by Jen Picard on 14/03/2014 at&nbsp;<a href="http://www.prdaily.com/Main/Articles/16274.aspx#">PR Daily.</a></p> <p><em>A version of this article originally appeared on the&nbsp;<a href="http://www.meltwater.com/public-relations-blog/x-reasons-why-your-pitch-is-falling-flat/">Meltwater Public Relations Blog.</a></em></p> <p>&nbsp;</p> <table border="1" cellpadding="1" cellspacing="1" style="width: 500px;"> <tbody> <tr> <td><p>Still not sure that you&#39;ve mastered the art of pitching? Register for Sonia Zavesky&#39;s&nbsp;&#39;Media <a href="http://www.pria.com.au/development/power-day-series"><img alt="" src="/sb_cache/priablog/id/2396/f/1403_PRdays_PRIAbox_240x218px_02_animated.gif" style="width: 130px; height: 118px; float: right;" /></a>Engagement&#39; session in Sydney on Thursday 10 April 2014. This will be held at the&nbsp;PRIA office along York St from1:00pm to 5:00pm.</p> <p><a href="http://www.pria.com.au/training/event/media-engagement-(pitching-to-journalists-and-bloggers)"><img alt="" src="/sb_cache/priablog/id/2392/f/Register.jpg" style="width: 150px; height: 61px;" /></a></p> </td> </tr> </tbody> </table> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> http://www.pria.com.au/priablog/five-reasons-why-your-pr-pitch-stinks http://www.pria.com.au/priablog/five-reasons-why-your-pr-pitch-stinks Mon, Mar 24 2014 Future agencies challenged by digital, recruitment & measurement <p>According to the ICCO Global PR report, the Australian PR market is performing well with agencies experiencing 13.6 per cent growth, above the growth rates of other international markets.</p> <p>But improved growth has done little to allay agency head&rsquo;s nerves, with 22 per cent worried about increased competition, including that from digital agencies. In fact, a quarter of agencies globally are worried about their digital skills levels.</p> <p>Industry Analyst Paul Holmes, who spoke at the Registered Consultancy Group Leaders Conference, hit the nail on the head when he urged agencies to rethink their traditional structures asking <em>&ldquo;Is the &lsquo;corporate&rsquo; audience really so distinct from the &ldquo;consumer&rdquo; audience?...Does having a &ldquo;digital&rdquo; practice make any more sense than having a &ldquo;print&rdquo; practice or a &ldquo;radio&rdquo; practice?&rdquo;</em></p> <p>According to Holmes, the future of PR agencies lies in targeting a broader and more diverse range of people to staff agencies.</p> <p>It&rsquo;s an opinion echoed by David Gallagher and Francis Ingham, ICCO&rsquo;s President and CEO who suggests agencies will need to consider not just who they recruit, but how they pay them. They state &ldquo;We need to recruit the very best talent, regardless of background. Employers want enthusiastic, intelligent people, unafraid of hard work, and committed to a career in public relations. But to attract the very best, we need to reward them appropriately.&rdquo;</p> <p>While digital and online work is adding to the revenue of 75 per cent of agencies globally, PR agencies can&rsquo;t afford to turn their back on their strengths. Reputation building is adding to the revenue of 49 per cent of agencies globally, marketing communications work is growing at 46 per cent.</p> <p>Also changing is how agencies present success to their clients and its ensuring PR plays a greater role in boardroom and in strategic business decision-making. 93 per cent of agency heads globally said that measurement and analytics in PR has never been more important and 46 per cent of Australian agencies plan to invest in measurement and evaluation.</p> <p>Of course, the perennial challenges of running a PR agency still apply. Keeping written off time to a minimum with ICCO finding a third of agencies are grappling with marginal to significant rises.</p> <p>The RCG will be tackling all these challenges this year in its planned networking events and at its annual PR Leaders Conference, slated for November. For more information on the RCG or to join visit <a href="http://www.pria.com.au/membercentre/registered-consultancies-group">http://www.pria.com.au/membercentre/registered-consultancies-group</a>.</p> <p>The International Communications Consultancy Organisation (ICCO) is the voice of public relations consultancies around the world. The Public Relations Institute of Australia&rsquo;s Registered Consultancy Group is a member, alongside national trade associations from twenty-eight countries across the globe including Europe, Africa, Asia, and the Americas.&nbsp;</p> <p>Collectively, these associations represent close to 1,500 PR firms. Its Global PR Report is published annually and includes contributions from Australian RCGs.</p> <p>Allison Lee is the NSW Chair of the PRIA&rsquo;s Registered Consultancy Group and a Fellow of the PRIA.&nbsp;</p> <table border="1" cellpadding="1" cellspacing="1" class="contentTable" style="width: 480px;"> <tbody> <tr> <td><p><a href="http://www.pria.com.au/development/power-day-series"><img alt="" src="/sb_cache/priablog/id/2410/f/1402_PRdays_BTad_120x120p_animated_01.gif" style="width: 100px; height: 100px; margin: 9px; float: right;" /></a>PRIA has related professional development workshops on measurement in Melbourne on Tuesday, 29 April and in Adelaide on Wednesday, 21 May with Michael Ziviani. Michael will be covering PR Business Value Analysis on the day. For more information, click the button below.</p> <p><a href="http://www.pria.com.au/training/category/vic"><span style="font-size:26px;">Melbourne</span></a></p> <p><span style="font-size:26px;"><a href="http://www.pria.com.au/training/category/sa">Adelaide</a></span></p> </td> </tr> </tbody> </table> <p>&nbsp;</p> http://www.pria.com.au/priablog/future-agencies-challenged-by-digital-recruitment-measurement http://www.pria.com.au/priablog/future-agencies-challenged-by-digital-recruitment-measurement Fri, Mar 21 2014 PR practitioners using social media can learn a lot from cyber unicorn <p><em><strong>&ldquo;In 2013, you&nbsp;traveled&nbsp;543 miles. That&rsquo;s more than the length of the&nbsp;Serengeti. It&rsquo;s also the exact height of a&nbsp;rollerskating&nbsp;unicorn balancing 34404336 dinner plates. Fantastic!&rdquo;</strong></em></p> <p>From reading the above text, what were your first impressions?</p> <p>Were you engaged? Confused or amused?&nbsp;</p> <p>Interestingly enough, the quote was derived from a health and fitness company called <a href="http://www.fitbit.com/au">&lsquo;Fitbit&rsquo;. </a>This was their attempt to communicate to their audience through visually amusing text. Like many other companies within growing global markets, social media is a popular tool used within their communication strategy. What other PR tool can simply and quickly communicate to a large audience, within any geographic distance? This appeal has seen the rise of discussions amongst PR practitioners, on how PR will respond to the technological era of the 21st century.</p> <p>Evidently, <a href="http://blog.marketo.com/author/dj-waldow">DJ Waldow&#39;s</a> article <a href="http://bit.ly/1lMyX4S">&quot;<em><strong>How Gamification, Social Sharing, and Unicorns Balancing 34,404,336 Dinner Plates = Winning Emails&quot; </strong></em></a>discusses numerous activities that organisations have engaged in with their audience. Their understanding is that, humans are playful and competitive by nature, and we&rsquo;re highly motivated by the opportunity to win. That&rsquo;s why, for example, leaderboards and contests are such an effective tool if you&rsquo;re marketing on social media. Obviously, this idea is personally relevant to their specific target audience and with that in mind, they have composed various strategies that have successful communicated their messages to their audience.</p> <p>Their understanding is that, -You need to give people a reason to keep engaging, sharing and visiting your site via social media.&nbsp;<span style="font-size: 1.1em; line-height: 1.5em;">How do you do that? Take a cue from<a href="http://www.fitbit.com/au"> </a></span><a href="http://www.fitbit.com/au">Fitbit</a><span style="font-size: 1.1em; line-height: 1.5em;"><a href="http://www.fitbit.com/au">:</a> make it easy, make it fun, and make it human. Evidently, they developed this idea through comical and unconventional inspiration from&nbsp;</span>gamification<span style="font-size: 1.1em; line-height: 1.5em;"> (games). This strategy is a spin on games, where you can compare your health and fitness to friends and family as well as gain rewards for your efforts.</span></p> <p>Realistically, individuals need incentives to participate in social activity. Why else should their sacrifice time within their busy lifestyles? Like many popular brands, a chance to win something for free always has impressive stopping power. Traditional PR models state, that if the public receive something in return for their participation in an activity, the organisation will ultimately gain something in return.</p> <p>In summary, the article has discussed several ideas that should be relevant when utilising social media within modern PR practise.</p> <ul><li><p><span style="font-size:12px;"><strong>Be creative!</strong>&nbsp;Realistically social media is a common tool within all PR practise, thus it would be beneficial if you utilised it in a unique and fun way to contrast it to other social media campaigns. Ensure you create something that spurs interest with the audience and creates a lasting impression.</span></p> </li> <li><p><span style="font-size:12px;"><strong>Prioritise your audience-</strong> ensure you have a specific market that you can specifically target with your campaign. This ensures what your communication to the audience is specifically tailored to their wants or needs; and</span></p> </li> <li><p><span style="font-size:12px;"><span style="line-height: 1.5em;"><strong>Create an incentive for the audience</strong>- competitions and rewards are popular within successful campaigns. If the audience gains a benefit from the message being communicated, it is most likely the organisation will also gain something in return.</span></span></p> </li> </ul> <table border="1" cellpadding="1" cellspacing="1" style="width: 500px;"> <tbody> <tr> <td><p>Still not sure how to grasp the handles of effective marketing via social media platforms? <a href="http://www.pria.com.au/development/power-day-series"><img alt="" src="/sb_cache/priablog/id/2390/f/1403_PRdays_PRIAbox_240x218px_02_animated.gif" style="width: 150px; height: 136px; float: right;" /></a>Register for Gerry McCusker&#39;s&nbsp;&#39;Social Media Campaigns&#39; session in Melbourne next week on Thursday 27 of March 2014. It will be held at the Hub from 1:00pm to 5:00pm.</p> <p><a href="http://www.pria.com.au/training/event/social-media-campaigns-with-Gerry-McCusker"><img alt="" src="/sb_cache/priablog/id/2388/f/Register.jpg" style="width: 150px; height: 61px;" /></a></p> </td> </tr> </tbody> </table> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> http://www.pria.com.au/priablog/pr-practitioners-using-social-media-can-learn-a-lot-from-cyber-unicorn http://www.pria.com.au/priablog/pr-practitioners-using-social-media-can-learn-a-lot-from-cyber-unicorn Thu, Mar 20 2014 Social media tips for non-profits and associations <p>Professional communicators working for nonprofit organisations and associations face numerous budget and staffing challenges not seen in the private sector. Social media can be the great equaliser in these situations, enabling communicators to open new avenues of outreach to organisation members, donors, volunteers, partners and the media.</p> <p>Danielle Brigida, senior manager of social media and integration at the National Wildlife Federation, shared some key social media tips for nonprofit communicators at PR News&rsquo; recent&nbsp;Social Media for Associations and Non-Profits Workshop&nbsp;in Washington, D.C.</p> <p><strong>Listening is key.</strong>&nbsp;It helps you learn what is going on in your community and develop content that is relevant to it. Listening &nbsp;also enables &nbsp;you to form relationships with members and prospects.</p> <p><strong>Use content creatively.</strong>&nbsp;Content can add context to your work. It can also engage your community and bring them into the conversation. Be proactive about repurposing, altering and crowdsourcing your content to make it go further across different media platforms. Don&rsquo;t repeat content verbatim, although it is sometimes worth repeating content on Twitter because it is a continuous feed.</p> <p><strong>Visuals are crucial to the social media ecosystem</strong>.&nbsp;Use powerful imagery to engage your community and familiarise yourself with Pinterest and Instagram.</p> <p><strong>Measure your objectives.</strong>&nbsp;Pick relevant metrics to measure, and analyze them. Use this information to inform your social media strategy and make adjustments where necessary. There are several free tools available for monitoring your social media activity with Facebook, Twitter and Google.</p> <p>For more information. contact Richard Brownell via email <a href="http://mailto:rbrownell@accessintel.com">here.</a></p> <p>Follow<strong> </strong><u><strong>Danielle Brigida:</strong>&nbsp;</u><a href="https://twitter.com/starfocus">@starfocus</a></p> <p>Follow<strong> <u>Richard Brownell:</u></strong>&nbsp;<a href="https://twitter.com/rickbrownell">@RickBrownell</a></p> <p>This article was originally posted by Richard Brownell on 26/02/2014 at<a href="http://bit.ly/Ont5DD">&nbsp;PR News.</a></p> <table border="1" cellpadding="1" cellspacing="1" style="width: 500px;"> <tbody> <tr> <td><p>Want to hone in on your social media skills?&nbsp;<span style="font-size: 1.1em; line-height: 1.5em;">Register for Gerry </span>McCusker&#39;s<span style="font-size: 1.1em; line-height: 1.5em;">&nbsp;&#39;Social media campaign&#39;s session in Melbourne on T</span><span style="font-size: 1.1em; line-height: 1.5em;">hursday 27 March 2014.&nbsp;</span></p> <p><a href="http://www.pria.com.au/development/power-day-series"><img alt="" src="/sb_cache/priablog/id/2384/f/1403_PRdays_PRIAbox_240x218px_02_animated.gif" style="font-family: Helvetica, Arial, sans-serif; font-size: 13px; line-height: 19.96500015258789px; width: 140px; height: 127px; float: right;" /></a><span style="font-size: 1.1em; line-height: 1.5em;">This will be held at The Hub from 1:</span>00pm<span style="font-size: 1.1em; line-height: 1.5em;">&nbsp;</span><span style="font-size: 1.1em; line-height: 1.5em;">to</span><span style="font-size: 1.1em; line-height: 1.5em;"> 5:</span>00pm<span style="font-size: 1.1em; line-height: 1.5em;">.</span></p> <p><a href="http://www.pria.com.au/training/event/social-media-campaigns-with-Gerry-McCusker"><img alt="" src="/sb_cache/priablog/id/2386/f/Register.jpg" style="width: 150px; height: 61px;" /></a></p> </td> </tr> </tbody> </table> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> http://www.pria.com.au/priablog/social-media-tips-for-non-profits-and-associations http://www.pria.com.au/priablog/social-media-tips-for-non-profits-and-associations Wed, Mar 19 2014 The Four Key Strategic Areas for Event Apps <p><strong>The New Normal</strong></p> <p>While more and more organisations are adopting mobile technology in pursuit of their event goals, the newness of it all will present challenges to some. But with the right amount of foresight, planning and focus, delivering on your stakeholders&rsquo; expectations of a more mobile, more captivating event is entirely achievable. Even if getting an event app may be new to you today, it will soon be a de facto requirement for your event.</p> <p><strong>The Four Key Strategic Areas for Event Apps</strong></p> <p>These are the areas that event planners and owners should focus on:</p> <p><strong>1. Adoption</strong></p> <p>From industry to industry and event to event, adoption rates for mobile apps vary considerably. The aggregate range is wide, from under 40 percent to nearly 100 percent. All across the board, statistics point to increased adoption among all demographics, as people get more and more attached and dependent on their smartphones, and as more and more apps weave their way into people&rsquo;s lives.</p> <p>But we can&rsquo;t just rely on meta-trends to drive adoption. While they help, we still have work to do in this regard. There are two fundamental ways that you can inspire adoption of your app.</p> <p><strong>2. Integration</strong></p> <p>Just like your event doesn&rsquo;t exist in a vacuum, nor should your app. To make it more relevant for your attendees, and for your organisation, you should consider integrating your event app with other core systems that power your organisation. Nothing looks like a good investment more than one that helps get more out of existing ones. Looking for an immediate impact? The following integrations are must-haves for most events&hellip;</p> <p>Download the full white paper <a href="http://www.quickmobile.com/resources/white-paper/4-keys-event-app-success">here</a>.</p> <p><strong>The author:</strong>&nbsp;Karra Barron</p> <p>Karra is Content and Social Media Strategist for QuickMobile. Whether it&#39;s a blog post or a tweet, she loves telling a story that teaches event professionals new things about event apps and technology. A voracious eater and avid runner, you&rsquo;ll likely find her running half marathons just to make room for her next meal.</p> http://www.pria.com.au/priablog/the-four-key-strategic-areas-for-event-apps http://www.pria.com.au/priablog/the-four-key-strategic-areas-for-event-apps Tue, Mar 18 2014 Tell a good story first, develop a content strategy second - Engaging <p>In the world of professional communications, the phrase &quot;content is king&quot; is fast hurtling towards the hackneyed bin each day. We have been told since<a href="http://www.craigbailey.net/content-is-king-by-bill-gates/"> Bill Gates&nbsp;coined the phrase in 1996</a>&nbsp;that consumers want to see content, not advertisements, on the Internet. The best communicators, Gates predicted, will use the Internet as a&nbsp;&quot;marketplace of ideas, experiences and products.&quot;</p> <p>While the Microsoft founder may have been right on several accounts, today his advice is taken with too much deference, as communicators bolt towards content development while forgetting about its precursor: a narrative strategy.</p> <p>The narrative is the rightful starting place for any communicator looking to spread his or her message in the digital space (as well as offline). Without it, brands have no chance of catching consumers&#39; attention.</p> <p>With more opportunities than ever to deliver content to consumers online, it&#39;s important not to forget that people engage with stories&nbsp;and that good storytelling practices are difficult to master.</p> <p>Starting with the challenge of telling a good story, though, is much better than starting with the challenge of developing good content.</p> <p>Here are some more storytelling tips for communicators looking to spread their wings &nbsp;online, courtesy of Barbara Bates, CEO and founder of&nbsp;<a href="http://www.eastwick.com/">Eastwick Communications:</a></p> <ol><li><p><strong>It takes a combination</strong>&nbsp;of good journalistic skills and creative writing to build compelling narratives.</p> </li> <li><p><strong>Think visually.</strong> The old adage of a picture telling a thousand words really does ring true. And with today&rsquo;s information overload, visuals can often break through the noise better than the written word.</p> </li> <li><p><strong>Follow the journalistic practices</strong>&nbsp;of drawing from compelling story arcs that match your own story&mdash;the phoenix rising from the ashes, David vs. Goliath, the &ldquo;can they make it,&rdquo; story or the ones with unexpected consequences. These are story lines that contain drama, and drama entertains.</p> </li> <li><p><strong>Take a page from your creative writing class</strong>&nbsp;(or from Nancy Duarte&rsquo;s highly regarded book, &quot;Resonate&quot;) and leverage the power of &ldquo;the hero&rsquo;s journey.&rdquo; Based on the psychology of Carl Jung and the mythology research of Joseph Campbell, the hero&rsquo;s journey reveals the basic structure of numerous stories, myths and movies.</p> </li> <li><p><strong>Think about breaking your &ldquo;story&rdquo; into separate chapters</strong>. Avoid the need to tell everyone everything all at once.</p> </li> </ol> <p>This article was originally posted by Brian Greene on 07/03/2014 at&nbsp;<a href="http://www.prnewsonline.com/water-cooler/2014/03/07/tell-a-good-story-first-develop-a-content-strategy-second/">PR News</a>. Follow Brian on Twitter&nbsp;<a href="https://twitter.com/bwilliamgreene">@bwilliamgreene</a></p> <table border="1" cellpadding="1" cellspacing="1" class="contentTable" style="width: 500px;"> <tbody> <tr> <td><p><a href="http://www.pria.com.au/development/power-day-series"><img alt="" src="/sb_cache/priablog/id/2360/f/1403_PRdays_PRIAbox_240x218px_02_animated.gif" style="width: 125px; height: 114px; margin: 9px; float: right;" /></a>Want to build upon your creative writing skills to enhance your brand? Register for the Winning Words Victoria session with Tony Spencer-Smith on Thursday&nbsp;27 March 2014.This will be held at Donkey Wheelhouse in Melbourne from 8.45am to 5pm.</p> <p>Click below for more details.</p> <p><a href="http://www.pria.com.au/training/event/winning-words-with-tony-spencer-smith"><img alt="" src="/sb_cache/priablog/id/2362/f/Register.jpg" style="width: 150px; height: 61px;" /></a></p> </td> </tr> </tbody> </table> http://www.pria.com.au/priablog/tell-a-good-story-first-develop-a-content-strategy-second-engaging-wit http://www.pria.com.au/priablog/tell-a-good-story-first-develop-a-content-strategy-second-engaging-wit Mon, Mar 17 2014 Pope Francis - a 21st century PR spokesperson? <p><img alt="" src="/sb_cache/priablog/id/2376/f/pope on twitter.jpg" style="width: 300px; height: 180px; float: right;" />In addition, the Pope has a remarkable social media presence that includes 12 million followers on Twitter in nine languages and 12,195 followers on Instagram where his infamous &lsquo;selfies&rsquo; can be viewed.</p> <p>This reaction to Pope Francis is essentially due to his relatable character. His down-to-earth nature and active participation on social media platforms has made him as popular as leaders such as US President Barack Obama. Like the US president, both spokespeople have embraced social media as a productive communication tool with their publics. As Pope Francis stated &ldquo;the Internet, in particular offers immense possibilities for encounter and solidarity&rdquo;, did you ever think there would be a guide to social media from a Pope - <a href="http://buswk.co/1bngRzO">http://buswk.co/1bngRzO</a>? So is this a sign that the Catholic Church is finally succumbing to the pressures of modern society?</p> <p>The impressive reaction to Pope Francis&rsquo; online activity has sparked questions concerning the new direction of the Catholic church, what exactly is Pope Francis hoping to achieve from his unorthodox leadership style? Critics wonder if the Catholic Church will finally embrace modern practices such as social media in order to maintain their congregation of followers. However, the Pope has publically vocalised his disapproval of globalisation, describing it as &lsquo;a way to enslave nations&rsquo;,<a href="http://yhoo.it/1lCLszO"> http://yhoo.it/1lCLszO</a>. &nbsp;To what extent will the Catholic Church change in order to accommodate for its evolving audience?</p> <p>However, it is evident that Pope Francis is consistent with Christianity teachings as his twitter feed is flooded with traditional Christian readings - <a href="http://bit.ly/1hh4Mjp">http://bit.ly/1hh4Mjp</a>. Despite the array of criticism he has received from fellow church members, Francis&rsquo; leadership style has created mutual benefits for the church as well as the publics. He has redefined the image associated with the Catholic Church and the role as the Pope and has created a figure that is relatable for all individuals. In doing so, the Pope has strengthened his brand and provided new opportunities for the future of the Church. It is admirable that Pope Francis has had the courage to reconstruct traditional perceptions and practices of the Church so to not limit the teachings of Christianity to one denomination.&nbsp;</p> <p>Tell us what you think?</p> <table border="1" cellpadding="1" cellspacing="1" class="contentTable" style="width: 500px;"> <tbody> <tr> <td><p><a href="http://www.pria.com.au/development/power-day-series" target="_self"><img alt="" src="/sb_cache/priablog/id/2370/f/1402_PRdays_BTad_120x120p_animated_01.gif" style="width: 120px; height: 120px; float: right;" /></a>&nbsp;Beth Powell will be talking about social at our QLD&nbsp;PoweR day session 1st of May 2014. If you are interested in learning more about social media within PR practice register now!&nbsp;</p> <p><a href="http://www.pria.com.au/development/power-day-series"><img alt="" src="/sb_cache/priablog/id/2372/f/Register.jpg" style="font-size: 1.1em; line-height: 1.5em; width: 150px; height: 61px;" /></a></p> </td> </tr> </tbody> </table> http://www.pria.com.au/priablog/pope-francis-a-21st-century-pr-spokesperson http://www.pria.com.au/priablog/pope-francis-a-21st-century-pr-spokesperson Fri, Mar 14 2014 Why typography should matter to everyone <p>Graphic designers love typography.<a href="http://www.pria.com.au/training/event/designed-communications-with-derryn-heilbuth-SA"><img alt="" src="/sb_cache/priablog/id/2352/f/175025351.jpg" style="width: 200px; height: 200px; float: right;" /></a><br /> <br /> More specifically, graphic designers love to love typography.<br /> <br /> In a career field that consists of &ldquo;make it yellow/bigger/jazzier/into a giraffe,&rdquo; the subtleties of type are the last bastion left for a designer to nurse his or her need to tweak, beautify, and control.<br /> <br /> And do we ever. We have magnified an apostrophe by 800 percent. We have adjusted the kerning between 1&rsquo;s on a thousand occasions. We have tried all 66 available faces of Gotham on one business card.<br /> <br /> If none of that made sense to you, well, you&rsquo;re not in the club.<br /> <br /> That doesn&rsquo;t mean you&rsquo;ve escaped the influence of anal-retentive, coffee-fueled type designers and the years they&rsquo;ve spent sculpting descenders, because obsessive designers and typographers out there have had their way with pretty much all the text y&not;ou see anywhere. You might try to tell us all that effort has gone right over your head, but we know that&rsquo;s not true.<br /> <br /> Have you ever looked at a photo that just <em>screamed</em> &rsquo;70s? From the reddish, low-contrast tone of the paper to the aviator sunglasses to the Fu Manchus to the avocado-colored Oldsmobiles (not to mention that one couch that everyone had), even the most oblivious of millennials can recognize that era of cross-country road trips&not; in a split second.<br /> <br /> That&rsquo;s how it works with type, too.<br /> <br /> Type isn&rsquo;t just a font choice or a color; it&rsquo;s all kinds of details that you don&rsquo;t even know you noticed. The appearance of the punctuation, the space between words and letters, the shape and combinations of type, and the nuance of contrast and hierarchy&mdash;these tiny, pained decisions are made so that when a person sees the website/package/sign/book, they know what it&rsquo;s saying to them without even having to read it. Typography can make words look established, fun, handmade, clean, child-friendly, rebellious, antique, artisan, eclectic, modern, blue-collar, edgy, or even&mdash;yep&mdash; straight out of the &rsquo;70s.<br /> <br /> Unfortunately, these subtle details can convey more unfortunate things as well: If you stretch or smush type, use too many fonts, use &ldquo;the wrong&rdquo; fonts, or neglect to kern, you&rsquo;re broadcasting inexperience. Misplaced typefaces don&rsquo;t go unnoticed, either. If you choose Bodoni for a book about Galileo, we&rsquo;ll know you didn&rsquo;t do your homework. Helvetica in a WWII documentary? Try again. For those of us who love to love typography, it&rsquo;s like you&rsquo;ve attempted to sneak a Paco Rabanne dress into a performance of &ldquo;The Sound of Music.&rdquo; We&rsquo;ll notice.<br /> <br /> Nerdy type people, much like nerdy theater people, will not take inaccurate details lying down. No, we will splatter them all over the Internet. Because when you love to love something, you love for other people to see you loving it.<br /> <br /> And really, loving typography is not just for typophiles.</p> <p>[RELATED: <a href="http://store.prdaily.com/ProductDetails.asp?product=YZAW&amp;listshow=Workshops&amp;catid=652C00F2324445739342D4B96E80F042&amp;PROMO=269083122126&amp;grfr=Yes">Get advanced writing and editing tips from Mark Ragan and Jim Ylisela!</a>]</p> <p>Words are the bulwarks of truth and the expressions of character, personality, and beliefs. They make up manifestos and constitutions, memoirs and stories. They spread profound ideas and bring enlightenment. Words have claimed the moon, challenged Catholicism, incensed rebellions, and declared free nations.<br /> <br /> If statements and questions are powerful simply as words, imagine them as type.<br /> <br /> <em>Jo Skillman is a visual storyteller at <a href="http://theblacksheepagency.com/explore/">The Black Sheep Agency</a>, a Houston-based creative agency specializing in non-traditional public relations, social media and experiential marketing. Check out the <a href="http://theblacksheepagency.com/blog/index.php/site/deets/not-just-for-typophiles#i">agency&#39;s blog</a>, where a version of this story originally appeared.</em></p> <table border="1" cellpadding="1" cellspacing="1" class="contentTable" style="width: 470px;"> <tbody> <tr> <td><a href="http://www.pria.com.au/training/event/designed-communications-with-derryn-heilbuth-SA"><img alt="" src="/sb_cache/priablog/id/2348/f/1402_PRdays_BTad_120x120p_animated_01.gif" style="width: 120px; height: 120px; float: right;" /></a> <p>If you want to fine tune your skills around designed communications, using modern tools such as inforgraphics, then why not attend our Adelaide PoweR Day professional development workshop.</p> <p>It&#39;s taking place on Wednesday, 21 May 2014 at Cliftons Training Centre from 9am-1pm with Derryn&nbsp;Heilbuth. Derryn comes off the back of a very popular slot at our Summer School in Sydney, back in January. Just click below for more details.</p> <p><a href="http://www.pria.com.au/training/event/designed-communications-with-derryn-heilbuth-SA"><img alt="" src="/sb_cache/priablog/id/2368/f/Register.jpg" style="width: 150px; height: 61px;" /></a></p> </td> </tr> </tbody> </table> <p>&nbsp;</p> http://www.pria.com.au/priablog/why-typography-should-matter-to-everyone http://www.pria.com.au/priablog/why-typography-should-matter-to-everyone Thu, Mar 13 2014 Five tips for better speeches to help your PR career <p>Being new to the game, I had broken one of the cardinal rules in speechwriting. I had written for the eye not the ear. The way the chairman wrote. Not the way he spoke. To add to my other sins, the speech was too complex, it had too many numbers and tongue twisters like particularly, peculiarly and familiarly.</p> <p>Many years have passed since then and I&rsquo;ve written more speeches than I can remember. I&rsquo;ve trawled countless books, attended courses and conferences and have gleaned a host of tips and techniques.&nbsp; Here are some of them:</p> <p><span style="font-size:16px;"><u><strong>Tip #1. Show don&rsquo;t tell</strong></u></span></p> <p>Anyone ever see the eulogy Brian Mulroney, the former Canadian Prime Minister delivered at Ronald Reagan&rsquo;s funeral? Here&rsquo;s how he began:</p> <p>In the spring of 1987 President Reagan and I were driven into a large hangar at the Ottawa Airport, to await the arrival of Mrs Reagan and my wife Mila, prior to departure ceremonies for their return to Washington. We were alone except for the security details. President Reagan&rsquo;s visit had been important, demanding and successful. Our discussions reflected the international agenda of the times:&nbsp; The nuclear threat posed by the Soviet Union and the missile deployment by NATO, pressures in the Warsaw Pact, challenges resulting from the Berlin Wall and the ongoing separation of Germany and bilateral and hemispheric free trade. President Reagan had spoken to Parliament, handled complex files with skill and humour &ndash; strongly impressing his Canadian hosts &ndash; and here we were, waiting for our wives. When their car drove in a moment later, out stepped Nancy and Mila &ndash; looking like a million bucks. As they headed towards us, President Reagan&nbsp; threw his arm around my shoulder and said with a grin, &ldquo;You know, Brian, for two Irishmen, we sure married up.&rdquo;</p> <p>Mulroney is employing one of the oldest tricks in the books &ndash; and he&rsquo;s doing it brilliantly.</p> <p>The British poet T. S. Eliot once said that the key to successful communication is &ldquo;show, don&rsquo;t tell.&rdquo;</p> <p>This is especially true in speech-making and this is exactly what Mulroney is doing. Instead of telling us about Reagan&rsquo;s character, he&rsquo;s using this anecdote to show the aspects of the man he wants the world to remember: his humour, his warmth, his love for his wife Nancy and &ndash; despite the many criticisms to the contrary &ndash; his grasp of world affairs.</p> <p>Great speakers always illustrate their key messages with examples or anecdotes. They don&rsquo;t tell the audience about a character or an idea and expect them to take their word for it. They show what they mean and in this way supply the evidence to back up what they&rsquo;re saying.</p> <p><span style="font-size:16px;"><u><strong>Tip No#2: Timing is critical</strong></u></span></p> <p>Great speakers also know that timing is critical to success. That anything over 20 minutes runs the risk of diminishing returns. This is the most overlooked advice in speech-making.</p> <p>Ever since Romans stood in the sun to hear Caesar and his senators drone on through the day, ordinary people have had to suffer speech bores.</p> <p>The 9th US President was William Henry Harrison. He&rsquo;s remembered for two things. The longest inaugural speech in US history. And the shortest time in office. The two are related. He delivered his staggering one hour and 45 minute speech in a snowstorm with his jacket off. The cold he caught turned into pneumonia and he died one month later.</p> <p>Death is perhaps too severe a punishment for long-windedness, but it&rsquo;s worth noting that some of the greatest speeches in history have lasted a few minutes. Abraham Lincoln&rsquo;s Gettysburg address was four minutes long and Reverend Martin Luther King&rsquo;s &ldquo;I have a dream&rdquo; speech was five. There are reasons that these great orations have stood the test of time, and brevity is one of them.</p> <p>So once you&rsquo;ve written or prepared your speech, go over it again and again &ndash; at least three times &ndash; to see what you can cut out of it without losing the sense or meaning of what you want to say.</p> <p><u><strong><span style="font-size:16px;">Tip No#3: Do your research</span></strong></u></p> <p>Financial presentations are among the hardest to keep interesting. Here&rsquo;s a&nbsp; great example of a speechwriter rising to the challenge:</p> <p>By coincidence I&rsquo;m speaking to you today on the anniversary of perhaps the most famous report to investors of all time. It was on this day in 1493 that Columbus had to report back to the King and Queen of Spain and explain how he&rsquo;d spent their money. The text of Columbus&rsquo; report still does exist and a translation of a portion of that text reads: The reports of monsters are greatly exaggerated. And the basic message I have to bring you regarding our performance last year is that reports of monsters are greatly exaggerated.</p> <p>The writer had consulted a book called Chase&rsquo;s Annual Events to see what historical events occurred on the day of the speech. As well as historical incidents, Chase&rsquo;s also lists famous people born each day of the year. It&rsquo;s a great technique to use &ndash; for speeches on any topic.</p> <p>But you don&rsquo;t need always need to go to international publications. I once wrote a speech for a black-tie dinner to celebrate Arnott&rsquo;s 130 years in business (an iconic biscuit maker, no longer Australian owned). To research the speech, I went through the company&rsquo;s publications and found this little gem:</p> <p>One day Harold Arnott was mowing the grass around his imposing house at Homebush. The weather was warm and Harold wore old pants and a singlet. One of his arms was paralysed &ndash; the result of a sporting injury &ndash; and he held the arm across his body as he manhandled the mower around with his good hand. As he worked, a passerby stopped to watch him. Eventually the chap called him over to the fence. &ldquo;So who owns this big flash place?&rdquo; &ldquo;One of the Arnotts, the biscuit people,&rdquo; said Harold, wiping the sweat from his brow. &ldquo;I thought as much,&rdquo; said the chap. &ldquo;It&rsquo;s no wonder they&rsquo;ve got so much money, having a poor, crippled old bastard like you mowing their lawn.&rdquo;</p> <p><u><strong><span style="font-size:16px;">Tip No#4: Become a master of verbal variety</span></strong></u></p> <p>Of the current crop of world politicians, Barack Obama would have to be among the most accomplished of speakers. Like all great speakers, he is the master of verbal variety. His language is clear and concise. He uses short words and sentences. He paints word pictures and poses questions. Instead of saying there are three reasons, he&rsquo;ll say: &ldquo;Why do we do this? There are three reasons.&rdquo; He adds texture to his speeches by varying his pace, volume and vocal tone.</p> <p>And he truly understands the power of the pause.</p> <p><u><strong><span style="font-size:16px;">Tip No #5 Work on your ending</span></strong></u></p> <p><span style="font-size: 1.1em; line-height: 1.5em;">Like a good novel, a great story or moving piece of music, if you finish on a rousing and uplifting note, you will reinforce your speech&rsquo;s messages and you&rsquo;ll leave your audience with a strong impression they&rsquo;ve heard something worthwhile. Your conclusion or a call to arms doesn&rsquo;t need to be complex. It can be short and very simple.</span></p> <p>A useful rule of thumb is to have three points, three being a number that many orators and educators recognise as having most impact.</p> <p>This article was originally posted by Derryn Heilbuth on 11 March 2014 at <a href="http://www.businesswriters.com.au/bwd-articles/five-tips-for-better-speeches.html">Business Writers and Design.</a></p> <table border="1" cellpadding="1" cellspacing="1" class="contentTable" style="width: 470px;"> <tbody> <tr> <td><p><a href="http://www.pria.com.au/development/power-day-series"><span style="font-size:12px;"><img alt="" src="/sb_cache/priablog/id/2358/f/1403_PRdays_PRIAbox_240x218px_02_animated.gif" style="width: 125px; height: 114px; margin: 9px; float: right;" /></span></a>If you want to capitalise on your storytelling skills, why not attend the &#39;Winner Words&#39; Power Day session with Tony Spencer-Smith on Thursday the 27th of February 2014.</p> <p>This will be held at Donkey Wheelhouse in Melbourne from 8:45am to 5pm. Click below to register.</p> <p><a href="http://www.pria.com.au/training/event/winning-words-with-tony-spencer-smith"><img alt="" src="/sb_cache/priablog/id/2354/f/Register.jpg" style="font-size: 12px; font-family: Helvetica, Arial, sans-serif; width: 170px; height: 70px;" /></a></p> </td> </tr> </tbody> </table> http://www.pria.com.au/priablog/five-tips-for-better-speeches-to-help-your-pr-career http://www.pria.com.au/priablog/five-tips-for-better-speeches-to-help-your-pr-career Wed, Mar 12 2014 Seven tips for creating killer content <p><span style="font-size: 1.1em; line-height: 1.5em;">Everyone knows that content is the new focus for both marketing and internal communications. But generating engaging, relevant and valuable content for your audience is a big step up from boring </span>PowerPoint<span style="font-size: 1.1em; line-height: 1.5em;"> presentations and conventional marketing.</span></p> <p>It takes good writing. And it means persuading lots of staid organisational people to accept that the old corporate mould needs to be broken and replaced by communication that is much more like high-quality journalism.</p> <p>Here are seven tips to help you on your way to vibrant content:</p> <p><strong>Get support.</strong> Many attempts to write good pieces fail because all sorts of people weigh in with comments and editing changes. That&rsquo;s the way exciting, meaningful, coherent copy turns into stilted committee-speak.</p> <p><strong>Be clear. </strong>Good content needs to be an easy read. Not nursery-school easy; your style should be sophisticated. But cut the jargon, the long sentences, the vague phrases that are like a bog your readers sink into.</p> <p><strong>Be real.</strong> You can make interesting material exciting, but boring is boring. You need a beady eye like a journalist assessing news: is this something really worth covering? And with marketing content: you will ruin this clever way of engaging your customers if it looks as though it is all a disguised plug for your products</p> <p><strong>Give them the facts.</strong> Prove your case. Show people you know your topic with well-chosen facts. That doesn&rsquo;t mean burying them in data &ndash; then you might as well go back to PowerPoint.</p> <p><strong>Decide what the story is. </strong>What are you really trying to say in this piece? When people hear things, they try to put them in context by asking &ldquo;what&rsquo;s the story here.&rdquo; Being able to answer that in a few sentences is the key to a good structure. Be a story teller, whether it is a brief anecdote or the way your thought leadership piece draws the reader on with a strong narrative thread.</p> <p><strong>Bring back emotion.</strong> There are serious limitations to the effectiveness of objective argument accompanied by lots of bullet points and graphs. People include emotion in all their decisions. Your writing needs to tap into that &ndash; and there are lots of subtle ways to do that.</p> <p><strong>Be stylish. </strong>A top blogger or columnist or magazine writer didn&rsquo;t get there by using language in a flat, droning manner. For good content, you need to have an ear for language, explore metaphors, surprise with contrast, and generally spice up your words.</p> <p>To sum up: a focus on content is great if it encourages people to write readable, influential copy that enriches and changes the reader. But to do that means it is not business as usual &ndash; you&rsquo;ll need to grab the chance to really flex your writing muscles.</p> <table border="1" cellpadding="1" cellspacing="1" class="contentTable" style="width: 480px;"> <tbody> <tr> <td><p><span style="font-family: Helvetica, Arial, sans-serif; font-size: 12px; line-height: 18.150001525878906px;"><img alt="" src="/sb_cache/priablog/id/2336/f/1402_PRdays_BTad_120x120p_animated_01.gif" style="width: 120px; height: 120px; margin: 9px; float: right;" />If you would like to learn more about how to write engaging and influential content, you can enrol now for&nbsp;</span>PRIA&rsquo;s<span style="font-family: Helvetica, Arial, sans-serif; font-size: 12px; line-height: 18.150001525878906px;">&nbsp;Winning Words course in Melbourne on 27 March 2014&nbsp;</span></p> <p><span style="font-family: Helvetica, Arial, sans-serif; font-size: 12px; line-height: 18.150001525878906px;"><img alt="" src="/sb_cache/priablog/id/2334/f/Register.jpg" style="width: 200px; height: 82px;" /></span></p> </td> </tr> </tbody> </table> http://www.pria.com.au/priablog/seven-tips-for-creating-killer-content http://www.pria.com.au/priablog/seven-tips-for-creating-killer-content Tue, Mar 11 2014 Do errors in brand names bother you? Good PR or bad PR? <p>Ok, try and rattle off as many brands as you know, that have errors in their name.&nbsp;</p> <p>Xtravision,&nbsp;&nbsp;Dunkin&rsquo; Donuts and&nbsp;Toys &ldquo;Я&rdquo; Us were the first to spring to mind. You&#39;ve got a good mixture there to get us going. We&#39;re starting with the advertising angle here and how this industry has no limits - ideas and brands can be tiny, huge or hard to fathom. Some start off in garage, way before the end product is even comprehended by the average Joe, &agrave; la Apple. While others can spring up, at opportune times, to take advantage of a niche in the market, &agrave; la recent brands such as Whatsapp, Skype or Tinder. With these brands, do you ever get that feeling &quot;I should have thought of that one&quot;. They pounce on an idea/platform that&#39;s already established/trending and add their own little&nbsp;&quot;Je ne sais pas&quot;.</p> <p>Back to errors - the best case study has to be Lands&#39; End in the US, which attributes its name to a printing mistake made in 1964. Couldn&#39;t they have corrected the mistake in the early years and all would have been forgotten? Mind you, no one knows how long it actually took them to realise the error they had made.</p> <p>What about branding and naming in multiple countries? Are countries like the US leading when it comes to successful tag lines - &quot;Six second abs&#39;&#39;, and &quot;Five ways to a better orgasm&quot;. &nbsp;Then you&#39;ve got colour to content with - take Russia for example, the colour red symbolises&nbsp;communism and revolution, while in the Middle East&nbsp;the colour symbolism of red is danger and evil. What about words? In indigenous populations here in Australia and in western countries like Ireland and England, the word &quot;&#39;Deadly&quot;&#39;, means that something is actually good or cool. You can imagine the ambiguity&nbsp;then, when a group want to start a &quot;Drugs are deadly&quot;&#39; campaign.</p> <p>Does this notion of opportunism or thinking outside-of-the-box hold the same properties as having errors in your brand name? Perhaps these errors are very strategic and trigger romantic associations from onomatopoeic words with their viewers.&nbsp;</p> <p>What about major social brands like Twitter? Surely the&nbsp;onomatopoeia here, coupled with tweeting and hashtaging, all play a part in our subconscious connection with this brand. Using colloquial words in modern society, in my opinion, is one of the greatest secrets companies have played since the new millennium. Think of the profits made from &quot;&#39;OMG&#39;&#39; T-shirts worldwide and don&#39;t get me started on &quot;LOL&quot;, are we at a stage that we now have to abbreviate laughter? Or is &quot;LOL&quot; just replacing the old &quot;ha&quot;?&nbsp;<font size="2"><span style="line-height: 19.96500015258789px;">It does bring me back to Tom Hanks&#39; movie <em>Forest Gump</em>, plenty of product placement here, but do you remember the bit where he is running across America and he rubs his face with a T-shirt? It leaves the smiley face symbol on it, which goes on to make someone a very rich person. Does brand creation have romantic beginnings like this? Maybe I&#39;m just dreaming. I suppose that&#39;s what its all about though right, dreaming? Aren&#39;t brands supposed to do that to you? I have to admit, putting myself in that exact moment, thinking I&#39;m the hot model with the six-pack, does tend to bring you most of the way along the path-to-purchase.&nbsp;</span></font></p> <p><font size="2"><span style="line-height: 19.96500015258789px;">This brings us back to my conclusion about errors in brands - it&#39;s about making a lasting impressionwith your user, be it for any reason that can trigger a reaction. Some brands will make you remember them because they are smart and intelligent, while others just bug you, &quot;&#39;That&#39;s the stupidest advert I&#39;ve ever seen&#39;&#39;, but we all know what service Harvey Norman provide right? I rest my case. You&#39;ve got to use whatever means necessary in your repertoire to make your brand memorable. This is why I love being a communicator. Our job is so diverse, yet integral in almost all walks of life, whether others realise it or not. In today&#39;s world, we&#39;ve some many tools to convey our message, that it makes our skill-set limitless. If I have one piece of advice to leave you with, it&#39;s this - whatever message your conveying, make it memorable.</span></font></p> <p><strong>Author:</strong> Neil O&#39;Sullivan</p> <table border="1" cellpadding="1" cellspacing="1" class="contentTable" style="width: 500px;"> <tbody> <tr> <td><p><a href="http://bit.ly/1bKnhiI"><img alt="" src="/sb_cache/priablog/id/2340/f/1402_PRdays_BTad_120x120p_animated_01.gif" style="width: 120px; height: 120px; margin: 9px; float: right;" /></a>If you want to fine tune your skills around designed communications, using modern tools such as inforgraphics, then why not attend our Adelaide PoweR Day professional development workshop.</p> <p>It&#39;s taking place on Wednesday, 21 May 2014 at Cliftons Training Centre from 9am-1pm with Derryn&nbsp;Heilbuth. Derryn comes off the back of a very popular slot at our Summer School in Sydney, back in January. Just click below for more details.</p> <p><a href="http://bit.ly/1n41Tts"><img alt="" src="/sb_cache/priablog/id/2338/f/Register.jpg" style="width: 200px; height: 82px;" /></a></p> </td> </tr> </tbody> </table> <p>&nbsp;</p> http://www.pria.com.au/priablog/do-errors-in-brand-names-bother-you-good-pr-or-bad-pr http://www.pria.com.au/priablog/do-errors-in-brand-names-bother-you-good-pr-or-bad-pr Thu, Mar 06 2014 What has been forgotten? Public Relations <p><strong style="line-height: 1.5em; font-size: 1.1em;"><a href="/documents/item/6457"><img alt="" src="/sb_cache/priablog/id/2328/f/kris.jpg" style="margin: 9px; width: 100px; height: 112px; float: right;" /></a></strong></p> <p><strong style="line-height: 1.5em; font-size: 1.1em;">Author:&nbsp;Kristian Bonnici, Founder &amp; Chief Executive.</strong></p> <p><strong>Before founding &lsquo;Diplomatic Envoy Consultancy&rsquo; (www.diplomaticenvoy.com.au), Kris was a career diplomat. Specialising in organisational public relations, he worked in the Ministry of Foreign Affairs of Malta, amongst others, in the Protocol and Consular Services Department, at Palazzo Parisio in Valletta.</strong></p> <p><strong>After completing his training, Kris was sent on several assignments and tours of duty in four different continents: Europe, Asia, Africa and Australia. Serving as Deputy Head of Mission at the Embassy in Cairo and Canberra, his diplomatic duties included: protocol and etiquette, public diplomacy, international relations, negotiation, lobbying, internal communication, public speaking, conflict resolution, consular services, event management and investment promotion.</strong></p> <p><strong>Kris speaks English, Italian and Maltese fluently, and has a knowledge of French, Arabic and Russian. He is a member of the Public Relations Institute of Australia, Toastmasters, Rotary International, and the ACT Writers Centre.</strong></p> <p><strong>Kris has a M.A. in Diplomatic Studies, a B.A. in International Relations, (First Class Honours), and the Chartered Institute of Public Relations Diploma and Internal Communications Diploma from the U.K.</strong></p> <p>Napoleon said, &lsquo;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.&rsquo; Public Relations proved time and again that it is a soft power stronger than brute force. It has become an established university discipline. Those who master it are able to foster trust, build your reputation and manage your relations. Such is the scientific accuracy of Public Relations that its principles cross national boundaries. But along the way something essential has been lost. The discipline seems to have become the master of the PR practitioner instead of the other way round. The gains in knowledge seem to be at the detriment of what is essential. Public Relations is about people. How can relations with stakeholders be conducted successfully when PR practitioners have forgotten the established basics of dealing with people?</p> <p>In the 15th century, the commercial city state of Venice had developed from a swamp to become the most beautiful, wealthy and powerful in state Europe. When the Ottoman Turks captured Constantinople, Venice&rsquo;s lifeline, its trade route, was cut-off. The city faced bankruptcy. A large army could have been hired to retake the Constantinople. But at the time, the Turks were thought to be invincible. So the Venetians sent a delegation composed of suave gentleman, including one of Italy&rsquo;s leading artists, to meet with the Turkish Sultan. The Venetian riposte worked. The Sultan was impressed by the manners of Venice&rsquo;s fabled courtiers and dazzled when the artist painted an image of him. Overnight, Venetians could return to their glamorous lifestyles. By applying protocol, etiquette and culture, the deputation had optimally managed relations with the Ottomans at a good price, and restored Venice&rsquo;s reputation in the business world. &nbsp;</p> <p>PR is not about presenting flowers at the airport. But it is neither only about drafting a plan on corporate social responsibility, or envisage campaign strategies in an office. The PR practitioner needs to be in the field to listen, plan and convey messages in a convincing way. Hence, the importance to get the attention of stakeholders and the need to ably to persuade them. Everything learnt, at University and from experience, helps to formulate company strategy, which has to be implemented by the PR practitioner. Being liked increases the probability of being accepted, and when accepted, you are heard. But how do you achieve that?</p> <p>If you have a good reputation stakeholders will listen. As we know only too well, our reputation is made up of a number of images gathered by other people over time. The first impression is determining in shaping reputation. According to an article published on Forbes, it takes just seven seconds, for the people who we need so much, to make that crucial judgement on us. This is because the human brain is still programmed to think in pre-historic terms of survival. Years at Uni, long hours at the work, can be thrown in the dust bin of a history of a fruitful relation that could have been, in heartbeats.</p> <p>Protocol and etiquette have evolved out of humanity&rsquo;s quest for cooperation with each other. Mutual trust, comfort and convenience were essential ingredients to have a customary code of behaviour in society; etiquette, and eventually, a procedure governing affairs was established; protocol. One&rsquo;s attitude, personal grooming, posture, smile, hand shake, eye contact, eyebrows and proper leaning, kick off the initial part of your first meeting. Having past that stage, manners play a big part in binding a friendship. &lsquo;There is hardly any personal defect which an agreeable manner might not gradually reconcile one to,&rsquo; said the popular writer Jane Austen. Non verbal communication skills, the use of cutlery, table manners, how to conduct a business conversation and cultural understanding will build a network empire for you.</p> <p>​​You can leave the possibility for the blossoming of a long friendship to chance, or play according to the tunes of the time and polish your protocol and etiquette skills, which are the basics of soft power. When clients engage a PR practitioner they pay little and get a lot. Protocol and etiquette are a microcosm of that. By mastering your manners you&rsquo;ll will increase your smart contacts and live a cultured life style, delighting your stakeholders and confounding the competition.</p> http://www.pria.com.au/priablog/what-has-been-forgotten-public-relations http://www.pria.com.au/priablog/what-has-been-forgotten-public-relations Wed, Mar 05 2014 Turning clients into thought leaders <p><strong><span style="font-size: 1.1em; line-height: 1.5em;">Guest </span>blogger</strong><span style="font-size: 1.1em; line-height: 1.5em;"><strong>:</strong> Tony Spencer-Smith is managing partner of the corporate editorial </span>consultancy<span style="font-size: 1.1em; line-height: 1.5em;"> Express Editors (www.expresseditors.com). He is an experienced corporate writing trainer, an award-winning novelist and former Editor-in-Chief of Reader&rsquo;s Digest magazine. He trains regularly for </span>PRIA and has an upcoming event in Melbourne later this month, see below for details<span style="font-size: 1.1em; line-height: 1.5em;">.</span></p> <p>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.</p> <p>Thought leadership material has a power that advertising and conventional marketing material does not, provided it is researched and written to very high standards. If it is mediocre or unconvincing, it can fall flat on its face.</p> <p>Above all, it needs to be influential &ndash; but we seem to have lost the plot a bit when it comes to the art of persuasion. What does it take to write sophisticated, persuasive copy?</p> <p><span style="font-size:14px;"><strong>Rhetoric is a vital tool</strong></span></p> <p>For most of Western history, from the time of the ancient Greeks, the study of rhetoric &ndash; the art of using language effectively and persuasively &shy;&ndash; was a centrepiece of education. Nowadays it is hard to find.</p> <p>So little do we know now about rhetoric that it is almost always used in the phrase &ldquo;empty rhetoric.&rdquo; It is seen as mere sound and fury, disguising a lack of good ideas, or worse still, an attempt to bamboozle us into acting wrongly.</p> <p>Yet rhetoric, in the hands of someone with important things to say, is a marvellous tool.</p> <p>When corporations generate thought leadership material, they have to overcome a number of barriers. They need to attract the attention of potential readers. They need to convince those readers that they have genuinely interesting material. And finally, they need to influence their readers by changing the way they think or act.</p> <p>That often means overcoming a lot of scepticism &ndash; and a sceptical audience is the trickiest to deal with.</p> <p><span style="font-size:14px;"><strong>Beating the confirmation bias</strong></span></p> <p>The success of a message is as dependent on the way it is presented as on the content. This fundamental rhetorical truth is nowadays being confirmed by neurological research into something called the confirmation bias.</p> <p>This is the tendency for people who have made up their mind about something to ignore evidence to the contrary &ndash; or even to perform the spectacular mental feat of twisting that evidence so it seems to support their own beliefs.</p> <p>There&rsquo;s a huge lesson there for communicators: regaling people with convincing facts when they are not ready for them can be seriously counterproductive.</p> <p>This doesn&rsquo;t mean that building a strong rational argument is not an important component of effective communication. You need to prove your point.</p> <p>It is no good expecting people to take what you say at face value. You need to provide facts, figures and examples, and these need to be presented in a logically convincing manner. Using detail deftly and structuring your material effectively is a vital part of persuasion.</p> <p><span style="font-size:14px;"><strong>But first you have to get them to listen to you</strong></span></p> <p>Few of us are truly convinced by logical argument alone. Most of us need appeals to our emotions as well.</p> <p>So to win people&rsquo;s hearts, to make that vital connection with them that will get them listening to you, you need to make use of a rich range of techniques, from rhetorical and literary devices to storytelling.</p> <p>By being aware of the sound and rhythm of the words we use, by tapping into the power of narrative, and by using devices like antithesis, we greatly increase our chances of influencing our readers.</p> <p>For instance, we can use metaphor, simile and analogy; these are all related literary devices &ndash; they involve comparing one thing with another.</p> <p>Peter Doherty, the Australian who won the 1996 Nobel Prize for Medicine, used a powerful metaphor when he wrote about climate change: &ldquo;The earth and its atmosphere are the cage, we are the lab rats, and if we get it wrong the first time, there will be no opportunity to repeat the study.&rdquo;</p> <p>Truly persuasive writing is a potent blend of intellectual and emotive appeal.</p> <table border="1" cellpadding="1" cellspacing="1" class="contentTable" style="width: 480px;"> <tbody> <tr> <td><p><a href="http://bit.ly/1bKnhiI"><img alt="" src="/sb_cache/priablog/id/2324/f/1402_PRdays_BTad_120x120p_animated_01.gif" style="width: 120px; height: 120px; float: right; margin: 9px;" /></a>If you would like to learn more about how to write in an engaging and influential way, you can enrol now for&nbsp;PRIA&rsquo;s&nbsp;PoweR Day course in Melbourne, on 27 March 2014.</p> <p><a href="http://bit.ly/1bKnhiI"><img alt="" src="/sb_cache/priablog/id/2326/f/Register NEW.jpg" style="width: 150px; height: 60px;" /></a></p> </td> </tr> </tbody> </table> <p>&nbsp;</p> http://www.pria.com.au/priablog/turning-clients-into-thought-leaders-970 http://www.pria.com.au/priablog/turning-clients-into-thought-leaders-970 Tue, Mar 04 2014 Does your C-suite still not understand their role in social media <h2 class="statement" style="text-align: center;"><span style="font-size: 1.1em; line-height: 1.5em;">Still can&rsquo;t get your C-suite to understand their role in social media thought leadership strategy? &nbsp;<br /> Get them to read this&hellip;.</span></h2> <p><span style="font-size: 1.1em; line-height: 1.5em;">The new, smart executive understands the power of&nbsp;</span><strong style="font-size: 1.1em; line-height: 1.5em;">social media thought leadership</strong><span style="font-size: 1.1em; line-height: 1.5em;">. The&nbsp;social media spokesperson&nbsp;is creating and sharing information and generating online discussion through peer and industry groups and communities using commentary platforms, </span>blog<span style="font-size: 1.1em; line-height: 1.5em;"> posts, </span>podcasts<span style="font-size: 1.1em; line-height: 1.5em;">, videos etc.</span></p> <p>The potential topics are selected strategically and in line with corporate communication aims. They cover everything the &lsquo;traditional&rsquo; media has and still covers; industry news, emerging trends, market shifts, innovation, challenges and opportunities etc but in a&nbsp;social spokesperson&nbsp;tone of voice.</p> <p>Social media allows content to be shared quickly and widely with a global network, creating visibility for&nbsp;<strong><em>social&nbsp;thought leaders</em></strong>&nbsp;by amplifying their message.</p> <p>LinkedIn was quick to capitalise on the power of social media for thought leadership by creating the platform,&nbsp;<a href="http://blog.linkedin.com/2012/10/02/follow-people/">Influencers</a>.</p> <p>Leaders are given a &ldquo;follow&rdquo; button and a personal blog on the site. This section allows people to subscribe to regular posts from established key influencers of their choice or from those building their reputation and profile.</p> <p>These&nbsp;social media thought leaders&nbsp;are smart executives who have something to say that others want to hear and know the power of direct (message) controlled communication that social media offers.</p> <p>This leaves us with something of a problem right now. There are many smart executives leading companies around the world but not an enormous number that are digital and social media aware or are consciously&nbsp;<strong>social spokespeople</strong>. Fewer still are using as it a channel for their thought leadership and expertise.</p> <p>Last year only 16 percent of CEOs used social thought leadership for business advantage. While in&nbsp;<u>2013 up to 30 percent</u>&nbsp;have a presence in one form or another, many are not using it strategically.</p> <p>According to a recent,&nbsp;<u>two year joint study by Capgemini and the </u><u>MIT</u>a key factor for success is a digitally driven Board and Executive prepared to propel change through every layer of the business, including using it themselves (or under their name).</p> <p>Around five million people have for example signed up to LinkedIn in Australia but don&rsquo;t do anything once they are there. This is a bit like going to a networking lunch and standing in the corner.</p> <p>The successful executives are those that are reading and engaging in LinkedIn industry groups and establishing themselves as&nbsp;<strong>social spokespeople</strong>.</p> <p>Managing Director of Media Manoeuvres, Sam Elam believes many executives need to incorporate the right social media into their daily reading of &lsquo;media&rsquo;.</p> <p>&ldquo;In many ways the LinkedIn industry groups are the must-read, new pages of the Australian Financial Review. Smart executives are going there for industry information, news and commentary from experts and key industry representatives.</p> <p>Smart executives now read the &lsquo;traditional&rsquo; business media as well as their industry social media each day and engage socially with controlled messages as a part of appropriate social information,&rdquo; she said.</p> <p>GE is an example of a major corporation actively using social media thought leadership.</p> <p>Its LinkedIn group; GE Capital Mid-Market Hub was established in 2012 as a way of engaging with a very select C-suite audience who were already active on social.</p> <p>The Hub was a finalist in the LinkedIn 2013 Best Global Community award. The company was also asked to be part of a case study of global best practice.&nbsp;</p> <p>&ldquo;We drove engagement with content from our executives and we used external partnerships to ignite interesting conversation. It&rsquo;s about being smart with the content that we already have and leveraging this in a way&nbsp;that addresses the needs of our audience,&rdquo; said Anthony Spargo, Director, Public Affairs, GE &amp; Director, Communications, GE Capital, Australia and New Zealand.</p> <p>There&rsquo;s increasing evidence that it&rsquo;s the companies that &lsquo;get&rsquo; digital as a &lsquo;way of being&rsquo; rather than a &lsquo;handball-to-marketing&rsquo; which outperform their peers.</p> <p>For example, according to a recent&nbsp;<a href="http://about.sensis.com.au/IgnitionSuite/uploads/docs/Yellow%20Pages%20Social%20Media%20Report_F.PDF">Sensis Social Media Report</a>&nbsp;of the 65 percent of Australians who use social media, one in five research people and companies using social media, nearly 70 percent of which convert to&nbsp; higher awareness, a greater level of specific knowledge sought (about you or your company), active engagement and sales or personal contact.</p> <p><a href="http://ebooks.capgemini-consulting.com/The-Digital-Advantage/index.html">The&nbsp;Capgemini and the MIT&nbsp;study</a> of almost 400 firms found that businesses who are more digitally mature were:</p> <ul><li>26% more profitable than their less mature peers;</li> <li>Generate 9% more revenue through their employees &amp; physical assets;</li> <li>Generate 12% higher market valuation ratios.</li> </ul> <p>Social media for executives education and training needs to prove the value of finding extra time to understand the power of social media for them in an already, jam packed schedule.</p> <p>It needs to be strategically intelligent training which can go back to hands-on basics, if needed.</p> <p>Sam Elam says her media training company has added specialist,&nbsp;executive social media&nbsp;training which addresses social media, specifically for the C-Suite. The training looks at the strategic power of LinkedIn and Twitter for a&nbsp;<em>social media spokesperson</em>&nbsp;to dispel the current levels of executive understanding which is often limited to social being about a &lsquo;like&rsquo; on Facebook or a 140-character &lsquo;tweet&rsquo;.</p> <p>&ldquo;Executives using social media properly in business, and for their careers, will be the stand outs in the future. But like the need for traditional media training, executives now need social spokesperson training. Skilled social leaders will find they, and their companies, will be noticed more, quoted more, offered more opportunities and of course, be more profitable,&rdquo; she said.</p> <p><strong>Author:</strong> Sam Elam, MD,&nbsp;Media Manoeuvres&nbsp;</p> <p><strong>See more at: </strong><a href="http://mediamanoeuvres.com.au/newsletters/social-media-thought-leadership#sthash.FX2BzAYD.dpuf">Media Manoeuvres</a></p> <table border="1" cellpadding="1" cellspacing="1" class="contentTable" style="width: 480px;"> <tbody> <tr> <td><p>PRIA has two strings of social media professional development coming up in our Melbourne <a href="http://www.pria.com.au/development/power-day-series"><strong>PoweR Days</strong></a>, this month. On 14 March, we have Nicole Cullen delving into social media complaints, while on 27 March, we&#39;re learning about social media campaigns, with social media guru - Gerry McCusker.</p> <p>If you&#39;d like to attend either of these workshops, just click below.</p> <p><a href="http://www.pria.com.au/training/category/vic"><img alt="" src="/sb_cache/priablog/id/2322/f/Register NEW.jpg" style="width: 150px; height: 60px;" /></a></p> </td> </tr> </tbody> </table> <p>&nbsp;</p> http://www.pria.com.au/priablog/does-your-c-suite-still-not-understand-their-role-in-social-media http://www.pria.com.au/priablog/does-your-c-suite-still-not-understand-their-role-in-social-media Mon, Mar 03 2014 When advertising becomes a reputation risk <p><span style="font-size: 1.1em; line-height: 1.5em;">Two of Australia&#39;s largest corporations are under fire because of their advertising.&nbsp;The Victorian Supreme Court recently ruled that&nbsp;claims by </span><a href="http://www.smh.com.au/business/win-for-telstra-as-court-rules-optus-ads-misleading-20140218-32y8g.html#ixzz2tekiukS3">Singtel<span style="font-size: 1.1em; line-height: 1.5em;"> </span>Optus</a><span style="font-size: 1.1em; line-height: 1.5em;"> about the coverage of its telephone network would have misled the ordinary or reasonable person. And&nbsp;supermarket chain </span><a href="http://www.theage.com.au/victoria/coles-freshbread-claims-could-be-toast-20140221-337hl.html">Coles</a><span style="font-size: 1.1em; line-height: 1.5em;">&nbsp;has just been&nbsp;before the Federal Court to defend a charge that bread which has been part-cooked and frozen should not be promoted as&nbsp;&quot;fresh baked.&quot;</span></p> <p>Cases of dubious advertising are all too common.&nbsp;However, for major corporations and high profile brands it&rsquo;s not just about dollars and cents. Corporate reputation can also be at risk.</p> <p><a href="http://www.pria.com.au/training/event/issues-management-with-tony-jacques"><img alt="" src="/sb_cache/priablog/id/2320/f/PoweR Days Melbourne Cropped.jpg" style="width: 300px; height: 236px; margin: 7px; float: right;" /></a>It hasn&rsquo;t been a great time for honesty in big-brand advertising.&nbsp;Late last year the Australian Competition and Consumer Commission (ACCC) announced legal action against <a href="http://www.accc.gov.au/media-release/accc-takes-action-against-reebok-australia-for-alleged-false-and-misleading-advertising">Reebok</a> for claiming that walking in a pair of EasyTone shoes would increase the strength and muscle tone of the calves, thighs and buttocks more than&nbsp;with a traditional walking shoe. ACCC also announced action against energy company <a href="http://www.accc.gov.au/media-release/accc-takes-action-against-agl-south-australia-for-alleged-false-or-misleading-representations">AGL South Australia</a> for making false or misleading representations to homeowners about the level of discounts off electricity usage charges they could be obtain.<br /> <br /> Around the same time&nbsp;came news that the Federal Court upheld the $250,000 fine against high-street jeweller <a href="http://www.corrs.com.au/publications/corrs-in-brief/renewed-focus-on-dual-price-advertising/">Zamel&rsquo;s</a> for misuse of &ldquo;was/now&rdquo; pricing. The court found the apparent &ldquo;savings&rdquo; were false or misleading because Zamel&rsquo;s had either not sold the item or made only a few sales, at or near the &ldquo;was&rdquo; price.<br /> <br /> In its original defence, the company claimed it was &ldquo;widespread industry practice.&rdquo; In its failed appeal, their lawyers argued that the &ldquo;was&rdquo; price should be considered an &ldquo;offer to treat&rdquo; rather than the actual price. Got that?&nbsp;&nbsp;Now try to&nbsp;explain it to&nbsp;the ordinary or reasonable consumer.</p> <table border="1" cellpadding="1" cellspacing="1" class="contentTable" style="width: 480px;"> <tbody> <tr> <td><p style="font-family: Helvetica, Arial, sans-serif; text-align: center;"><strong>Advertising versus Reality</strong></p> <p style="font-family: Helvetica, Arial, sans-serif; text-align: center;">American&nbsp;blogger&nbsp;has been photographing fast food since 2010</p> <p style="font-family: Helvetica, Arial, sans-serif; text-align: center;">It&#39;s not a&nbsp;<a href="http://www.alphaila.com/articles/failure/fast-food-false-advertising-vs-reality/" style="font-size: 12px;">pretty picture</a></p> </td> </tr> </tbody> </table> <p>&nbsp;</p> <p><span style="font-size: 1.1em; line-height: 1.5em;">A few days later, the court handed down a $1 million fine to the group buying </span>website<span style="font-size: 1.1em; line-height: 1.5em;"> </span><a href="http://issueoutcomes.us1.list-manage.com/track/click?u=12234fd351f8df7c1f43248ea&amp;id=3b4e212d79&amp;e=63c53f3550" style="font-size: 1.1em; line-height: 1.5em;">Scoupon</a><span style="font-size: 1.1em; line-height: 1.5em;">, for&nbsp;misleading consumers about their refund rights and the price of goods advertised. Also&nbsp;for telling businesses that there was no cost or risk involved and that 30% of vouchers would not be redeemed, which was not true.</span></p> <p>Of course, dodgy advertising&nbsp;has been around since Eve told Adam how good the apple would taste. Yet for corporations, the risk to reputation&nbsp;can&nbsp;easily be under-rated.</p> <p>Every experienced communicator knows you can try to win in the court of law and risk a terrible loss in the court of public opinion. Let&#39;s not forget when Pringles in the UK appealed to the highest court in the land to try and prove their famous potato chips are not actually a potato product, in order to save a substantial amount of sales tax. They eventually lost, but not before their own lawyers <a href="http://articles.latimes.com/2008/jul/05/business/fi-pringles5">argued</a> that Pringles &quot;don&#39;t look like a chip, don&#39;t feel like a chip and don&#39;t taste like a chip.&quot;&nbsp; That must have really pleased their PR and Marketing people.</p> <p>In these and so many other examples, the question is: Where were the issue and crisis professionals who should have been asking - &ldquo;Excuse me boss, but does this really seem like a good idea?&rdquo;&nbsp; Maybe the Australian cases are not quite so egregious, but they are a blunt reminder that reputation is far too important to be left to over-enthusiastic marketers and over-legalistic lawyers.</p> <p><strong>Author: </strong>Tony Jaques,&nbsp;Director of Issue Outcomes Pty Ltd,</p> <table border="1" cellpadding="1" cellspacing="1" class="contentTable" style="width: 480px;"> <tbody> <tr> <td><p><img alt="" src="/sb_cache/priablog/id/2318/f/Tony Jaques.jpg" style="width: 100px; height: 105px; margin: 9px; float: right;" />Tony speaks next Friday, 14 March 2014 in Melbourne, covering issues management. The full day workshop is taking place at the very trendy, Hub&nbsp;cooworking&nbsp;space on&nbsp;Bourke&nbsp;Street. If you&#39;re interested in attending just click the register button below.</p> <p><a href="http://www.pria.com.au/training/event/issues-management-with-tony-jacques"><img alt="" src="/sb_cache/priablog/id/2314/f/Register NEW.jpg" style="width: 200px; height: 80px;" /></a></p> </td> </tr> </tbody> </table> <p>&nbsp;</p> http://www.pria.com.au/priablog/when-advertising-becomes-a-reputation-risk http://www.pria.com.au/priablog/when-advertising-becomes-a-reputation-risk Fri, Feb 28 2014 In memory of Allison Murphy - R.I.P. <p><img alt="" src="/sb_cache/priablog/id/2312/f/Allison Murp.jpg" style="width: 150px; height: 200px; margin: 9px; float: right;" />Public Relations Institute of Australia (PRIA) was deeply saddened by the grave news that we heard yesterday evening, about the passing of <a href="http://www.redstick.com.au/our-team.html">Allison Murphy</a>, Managing Director, Redstick Strategic Communications in Geelong, Victoria.</p> <p>A great colleague of former Senator, Judith Troeth, Allison went on in 2004, to head up one of the most influential communications agency in Victoria, RedStick, based in the heart of Geelong. The work she has done from 2004 onwards has helped shape the public life of Geelong and her presence was felt, throughout all the great work in the community in the past decade.</p> <p>Labelled as &ldquo;Mrs Geelong&rdquo;, she was a warm, vivacious character and a great leader by all accounts. Her team at Redstick lit up our PRIA Victorian Communications Gala Night last September, picking up a winning award at state, which started their GTA journey in 2013.</p> <p>The winning campaign that night was in the public affairs category, for &lsquo;<a href="http://www.pria.com.au/documents/item/6370">My Cover Matters</a>&rsquo;. Launched by top 10 health insurer GMHBA, MCM aimed to demonstrate community opposition to federal government&rsquo;s plans to cut the Private Health Insurance (PHI) rebate. GMHBA took the view that the changes were bad policy and would have a negative impact on their members and the PHI sector.</p> <p>It was evident that night, how close-knit the team that Allison had forged were, and the laughs we had that night, will remain in our memories for some time. Allison continued the very successful year in 2013 for Redstick, by collecting a commended award at the National Golden Target Awards, in Adelaide, at our national conference last November.</p> <p>It&rsquo;s clear from public support over the past day or so, that Geelong will not be the same without Allison. It seems extremely unfair for life to have taken one of its good ones. She was not only an amazing communicator, but also a brilliant mom, step-mom and wife.</p> <p>Alli, as she was known by her friends, suffered a fatal stroke on Tuesday this week. Alli, 42, is survived by her large family: her husband Peter; her step-son, Tom; and her twin children; Charlie and Lucy.</p> <p>May she rest in peace.</p> <p>Read the article featured in the <a href="http://www.geelongadvertiser.com.au/news/tributes-flow-for-citys-great-communicator/story-fnjuhxh0-1226839954656">Geelong Advertiser</a>.</p> <p>Read Richard Marles&rsquo; tribute to Allison <a href="http://www.geelongadvertiser.com.au/news/opinion/geelong-may-never-again-see-the-like-of-alli-murphy/story-fnjuhr1j-1226840270575">here</a>.</p> http://www.pria.com.au/priablog/in-memory-of-allison-murphy-rip http://www.pria.com.au/priablog/in-memory-of-allison-murphy-rip Wed, Feb 26 2014 A framework for best practice in PR measurement and evaluation <p style="font-family: Helvetica, Arial, sans-serif;"><span style="font-size: 1.1em; line-height: 1.5em;"><a href="http://www.linkedin.com/profile/view?id=13898044&amp;locale=en_US&amp;trk=tyah2&amp;trkInfo=tas%3Alaura skelley%2Cidx%3A1-1-1"><img alt="" src="/sb_cache/priablog/id/2310/f/Laura Skelley.jpg" style="width: 200px; height: 200px; margin: 9px; float: right;" /></a>So why should PR&nbsp;</span>practitioners<span style="font-size: 1.1em; line-height: 1.5em;">&nbsp;care about improving the way they measure and evaluate their work?</span></p> <p style="font-family: Helvetica, Arial, sans-serif;"><span style="font-size: 1.1em; line-height: 1.5em;">At the core, a robust measurement and evaluation (</span>M<span style="font-size: 1.1em; line-height: 1.5em;">&amp;E) framework is the only way to demonstrate the value you bring to your clients or companies.&nbsp;</span></p> <p style="font-family: Helvetica, Arial, sans-serif;">The world in which we&nbsp;practice&nbsp;PR has changed dramatically. As economies faltered during the&nbsp;GFC, businesses began to scrutinise costs and demand more tangible business results from all aspects of their organisations, including PR.&nbsp; In many cases PR was unable to provide evidence-based, credible results or demonstrate return on investment.</p> <p style="font-family: Helvetica, Arial, sans-serif;">With the introduction of the&nbsp;<em style="font-size: 12px;">Barcelona Principles</em>&nbsp;in June 2010, PR began to address the fundamental problems of justifying our budgets and proving the impact PR has on business outcomes.</p> <p style="font-family: Helvetica, Arial, sans-serif;">Robust and valid research, objectives and measurement techniques, along with a commitment to ongoing evaluation as standard&nbsp;practice, are fundamental to the public relations industry taking the next step in maturity and credibility.</p> <p style="font-family: Helvetica, Arial, sans-serif;"><strong>PRIA members - for full access to the article on measurement and evaluation in our online Knowledge Bank, click <a href="http://bit.ly/1dwAFlA">here</a>.</strong></p> <p style="font-family: Helvetica, Arial, sans-serif;">The measurement and evaluation framework and best&nbsp;practice&nbsp;guidelines were developed to ensure public relations is speaking the language of business executives. Business leaders want to know about outcomes, not outputs, and want to see how the money they are spending is helping them move their business goals forward.&nbsp;</p> <p style="font-family: Helvetica, Arial, sans-serif;">There is often resistance within our industry to changing how PR measures and evaluates itself.&nbsp; &ldquo;It is too expensive and time consuming&rdquo;, &ldquo;What if we don&rsquo;t achieve the objectives we set at the beginning of a campaign?&rdquo;, &ldquo;My clients are happy with clip counts or&nbsp;SOV, why should I push them to change?&rdquo;&nbsp;&nbsp;</p> <p style="font-family: Helvetica, Arial, sans-serif;">Moving to improved&nbsp;M&amp;E is a journey with many steps along the way. The principles and framework introduced by the&nbsp;PRIA, are a roadmap to help you evaluate where you currently are on this journey and how to take further steps along the path, towards a mature&nbsp;M&amp;E framework within your organisation.</p> <p style="font-family: Helvetica, Arial, sans-serif;">If measurement and evaluation is used correctly it can:</p> <ul style="font-size: 11px; font-family: Helvetica, Arial, sans-serif;"><li>Prove results and show the value of&nbsp;PRs&nbsp;contribution to business outcomes;</li> <li>Priorities areas of focus and help set strategy;</li> <li>Provide the basis for expanded budgets; and</li> <li>Enhance the reputation of PR across the board.</li> </ul> <p style="font-family: Helvetica, Arial, sans-serif;">As businesses seek to improve their bottom line, particularly in slower economic times, the ability to showcase a measurable impact will be integral for PR&rsquo;s success. When companies are looking for strategic advisors they will demand professionals who can prove their value. When budgets are allocated they will be handed to disciplines with a proven track record of moving business goals forward.&nbsp;</p> <p style="font-family: Helvetica, Arial, sans-serif;">Therefore the end goal is to encourage universal adoption of a robust measurement and evaluation framework within the PR industry.&nbsp; Quality measurement and evaluation is integral to every facet of PR.&nbsp; This is the only way PR will maintain and grow its influence with business leaders.</p> <p style="font-family: Helvetica, Arial, sans-serif;"><strong>Author:</strong> <a href="http://www.linkedin.com/profile/view?id=13898044&amp;locale=en_US&amp;trk=tyah2&amp;trkInfo=tas%3Alaura%20skelley%2Cidx%3A1-1-1">Laura&nbsp;Skelley</a>, Group MD Spectrum Communications and Max PR</p> <table border="1" cellpadding="1" cellspacing="1" class="contentTable" style="width: 500px;"> <tbody> <tr> <td><a href="http://bit.ly/1fpGjeN" style="font-size: 12px; font-family: Helvetica, Arial, sans-serif; text-decoration: none; line-height: 18.150001525878906px;"><img alt="" src="/sb_cache/priablog/id/2308/f/Carol Moore photo B n W.jpg" style="margin: 9px; font-size: 12px; font-family: Helvetica, Arial, sans-serif; width: 100px; height: 108px; float: right;" /></a> <p>To find out more on measurement and evaluation, why not register for&nbsp;Carol Moore, Director of Moore Public Relations, next month. Carol helps&nbsp;PRs&nbsp;to use measurement and evaluation to create that winning campaign.</p> <p>Carol&#39;s also on&nbsp;PRIA&#39;s&nbsp;Evaluation and Measurement committee and will be featuring in the Sydney&nbsp;PoweR&nbsp;Days&nbsp;session on 5 March 2014. To register for Carol&#39;s popular workshop click below.</p> <p><a href="http://bit.ly/1fpGjeN" style="font-size: 12px; font-family: Helvetica, Arial, sans-serif; text-decoration: none; line-height: 18.150001525878906px;"><img alt="" src="/sb_cache/priablog/id/2306/f/Register NEW.jpg" style="font-size: 12px; width: 200px; height: 80px;" /></a></p> </td> </tr> </tbody> </table> <p>&nbsp;</p> http://www.pria.com.au/priablog/a-framework-for-best-practice-in-pr-measurement-and-evaluation http://www.pria.com.au/priablog/a-framework-for-best-practice-in-pr-measurement-and-evaluation Mon, Feb 24 2014 The show goes on - why communication is so important in your life <p><strong>Author:&nbsp;</strong><span style="font-size: 1.1em; line-height: 1.5em;">Justin </span>Merrigan, PRIA member in Tasmania</p> <p>My makeup may be flaking, but my smile still stays on.&nbsp;</p> <p>Freddie Mercury&rsquo;s lyrics offer an insight into the flamboyant singer&rsquo;s heart as, racked with pain, he battled the final stages of AIDS. Back in November 1991, long before social media, all we knew of his illness was through the headlines of Britain&rsquo;s tabloid redtops. &ldquo;What&rsquo;s wrong with Freddie?&rdquo; one questioned, above a grainy photo of the alarmingly thin Queen lead man captured outside his home.</p> <p>Today&rsquo;s world is dominated by social media and although its reach offers so many positives, so too there is a sinister side. The recent and tragic loss of Charlotte Dawson is just the latest in a line of very public displays of depression to culminate in suicide and in her case cyber-bullying. A fervent anti-bullying advocate she only recently appeared on the Nine Network&rsquo;s, A Current Affair and Ten Network&rsquo;s, The Project to expose vitriolic Twitter bullying and yet many &ldquo;followers&rdquo; suggested &ldquo;please go hang yourself.&rdquo;</p> <p>My heart aches at this. It aches as I know a little of the battle (although certainly not with the same level of public exposure) of attempting to keep that smile going while hiding that flaking makeup.</p> <p>After ten years in PR for a large family business I decided it was time for a change and eventually found myself in the communications departure of a local government organisation. A year into my new role I began to notice what my wife and family had been telling me for years &ndash; I was not a particularly nice person to be around. Yet despite this, rather like that scene in the movie Nixon where the protagonist went from rage to beaming smile as he walked through a door from privacy to public glare, I had become skilled in wearing a professional PR smile.</p> <p>But behind it, was an aching heart and a constant sense of worthlessness.</p> <p>When my new colleagues began to notice the sudden mood changes, then I knew something had to happen and so I found myself sitting before my GP who, psych-trained, diagnosed severe depression.</p> <p>&ldquo;Ever feel suicidal?&rdquo;</p> <p>&ldquo;No, not really,&rdquo; I replied. &ldquo;But I do find myself running along the beach looking out at the waves and wondering how I could drown myself and make it look like an accident so my family can collect the life insurance.&rdquo;</p> <p>The stresses of handling PR for the same business for so long had taken its toll.&nbsp; It would be unfair to lay the blame at their feet for there were other unresolved childhood factors at play. But in a role where support was next to zero I found it impossible to switch my brain off.</p> <p>There was no time for me.</p> <p>There was certainly no time for family.</p> <p>Until I made the move.</p> <p>Then, with ample support to do my job and plenty of time for me, and for family, I found I did not quite know how to deal with such luxuries and one year after leaving that business I discovered I was still mapping out their PR path in my head.</p> <p>I was burnt out.</p> <p>Thankfully, and probably rather uniquely, I had (and still have) employers and colleagues who were genuinely concerned for my wellbeing.</p> <p>My greatest fear was in allowing myself to not smile; it was after all my job to smile.</p> <p>No, I wasn&rsquo;t okay.&nbsp;</p> <p>Every fibre within me said I should not share this; that it would be unprofessional; that I would be seen for what I really was &ndash; a failure. That at last, I would be &ldquo;found out&rdquo;.</p> <p>I will never forget the reaction of my boss.&nbsp; She smiled warmly and told me she thought I was &ldquo;very brave&rdquo;.</p> <p>She asked if she could share my illness with some others and with my permission she did so. What followed was one of the single greatest acts of kindness I have witnessed.&nbsp; My employer, who owned me nothing, put some safeguard measures around me and provided me with assurances that potential situations were nothing for me to be concerned with.</p> <p>The journey had begun and I was not alone.&nbsp; Various courses of medication caused reactions; panic attacks, stammering, serotonin syndrome.</p> <p>Try being a PR practitioner with a stammer!</p> <p>The most important thing my employer taught me was to take time for myself and to take regular breaks from work.&nbsp; In my last job I had been working during my annual leave, taking the opportunity to see clients when overseas.&nbsp; On a holiday to Paris, I met with a client at the Louvre while my family browsed the exhibits. Checking emails and making appointments. Now, I was instructed NOT to take calls after work and to stay away from email!</p> <p>I actually had to learn to do this. A self-imposed curfew of electronics &ndash; no Facebook &ndash; after 9pm delivered peaceful and full night&rsquo;s sleep.</p> <p>But mostly, I learned to talk. I learned to say, &ldquo;no, I&rsquo;m not okay today&rdquo;.</p> <p>The result has been eye opening; seemingly strong people who are also suffering. Together we walk the journey; being there for one another.</p> <p>Today, I still struggle sometimes. I get good days and some not so good. Yes, I rightly or wrongly bare my soul on Facebook or Twitter, but unlike Charlotte Dawson, I have generally only found kindness.</p> <p>PR will never be a stress-free career but you can manage the way you, as a communication practitioner, communicate.</p> <p>Whatever you do, I plead, if you feel constantly tired, feelings of worthlessness, or as I like to call it &ldquo;lostishness&rdquo;, please do one thing; communicate about yourself to someone you trust.&nbsp; You may be surprised by the reaction.</p> http://www.pria.com.au/priablog/the-show-goes-on-why-communication-is-so-important-in-your-life http://www.pria.com.au/priablog/the-show-goes-on-why-communication-is-so-important-in-your-life Thu, Feb 20 2014 Why PR practitioners need to know the meaning of an Algorithm. <p><span style="font-size: 1.1em; line-height: 1.5em;">In modern society search engines offer an easy solution to </span>filter<span style="font-size: 1.1em; line-height: 1.5em;"> through the sea of information that exists on the World Wide Web. Search engine </span>optimization<span style="font-size: 1.1em; line-height: 1.5em;"> (</span>SEO<span style="font-size: 1.1em; line-height: 1.5em;">) can be defined as the process of affecting the visibility of a </span>website<span style="font-size: 1.1em; line-height: 1.5em;"> or </span>webpage<span style="font-size: 1.1em; line-height: 1.5em;"> in a search engines &lsquo;organic&rsquo; search results.&nbsp; Essentially, the earlier and more frequently a site appears in the search results list, the more visitors it will receive from the search engines users. Therefore, by implementing search engine </span>optimization<span style="font-size: 1.1em; line-height: 1.5em;"> techniques </span>websites<span style="font-size: 1.1em; line-height: 1.5em;"> can increase their ranking on a search engines page.&nbsp;</span></p> <p>The importance of this was demonstrated via a recent study conducted by Chitika, which found Page 1 accounted for 91.5% of total traffic against that of 4.8% for Page 2 and 1.1% for Page 3. Therefore, due to its significant value a number of companies attempt to find and employ the most cost effective and efficient SEO techniques.</p> <p>Algorithms are responsible for determining what information makes a website more or less worthy of the number one ranking for a given query. It&rsquo;s a technical term for a recipe that allows search engines to ensure they are providing users with the best information on the Internet that relates to a particular search.&nbsp; In a battle to preserve the integrity of the systems that make them their money, search engines are continuously changing the algorithms, which are used for calculation, data processing and automated reasoning. Therefore, it is important communications professionals understand algorithms so they are proficient in generating meaningful results for online clients in an increasingly competitive space. &nbsp;These professionals must understand and apply SEO tactics that will prioritize, provide authority, back links and keyword optimization.</p> <h2 class="statement"><strong><span style="color:#FFFF00;">Introduction of the Hummingbird.</span></strong></h2> <p>Last September Google introduced the Hummingbird, aptly named after the speed and accuracy of the bird. The Hummingbird is capable of taking a question and looking at its context rather than seeing the words as separate entities. Essentially, the goal is to provide results that answer the question.</p> <p>Google promised to answer questions and up until now it has merely showed users where to find the information based on key words. The introduction of the Hummingbird allowed Google to address the question and provide the answer within the first search. This new approach is a blessing for PR, communications and marketing practitioners because it places them in the centre of a company&rsquo;s SEO- and in many cases its digital marketing- strategy.</p> <p>The Hummingbird functions on the authority and quality of the content being produced and to a degree the way it has been linked and shared. Don&rsquo;t hit the panic button and start reorganizing your content in order to attract the Hummingbird. Rather focus on being creative when producing new content and include some &lsquo;how to&rsquo; articles and blog posts over a period of time.</p> <p>Joanne Painter, icon.pr, provides an important <a href="http://www.iconpr.com.au/search-pr/whitepaper.html">point</a> in stating, &quot;Google preferences original, quality content from authoritative sources. So if you want to generate quality back-links and boost your organic SEO ranking you need to start with your PR and marketing teams.&quot;</p> <p>Joanne Painter, Group Strategy Director for ICON agency provides tips to boost your Google ranking using search PR. Read more <a href="http://www.iconpr.com.au/search-pr/whitepaper.html">here</a>.&nbsp;</p> <p>To learn more about this topic, we&#39;ve got two related PoweR Days events taking place in Brisbane and Adelaide that can&#39;t be missed. We&#39;ve got a special interstate discount in place for interstate attendees which means it won&#39;t cost you anything more to attend something outside of your home state.</p> <p>Brisbane l&nbsp;28 May 2014 l&nbsp;Social Media l Beth Powell</p> <p><a href="http://www.pria.com.au/training/category/qld"><img alt="" src="/sb_cache/priablog/id/2300/f/Register button.jpg" style="width: 150px; height: 50px;" /></a></p> <p>​Adelaide l&nbsp;21 May 2014 l Digital Media l Michelle Prak</p> <p><a href="http://bit.ly/1gWUczx"><img alt="" src="/sb_cache/priablog/id/2302/f/Register button.jpg" style="width: 150px; height: 50px;" /></a></p> http://www.pria.com.au/priablog/why-pr-practitioners-need-to-know-the-meaning-of-an-algorithm http://www.pria.com.au/priablog/why-pr-practitioners-need-to-know-the-meaning-of-an-algorithm Wed, Feb 19 2014 Cruisin' along, ignoring obvious crisis risks. Tackle the issue first! <p>So what SHOULD a cruise line say when more than 600 passengers fall sick and the cruise is cut short by food poisoning? According to CEO&nbsp;<a href="http://www.royalcaribbeanblog.com/category/category/richard-fain">Richard Fain</a>&nbsp;of Royal Caribbean a good response is to say: &ldquo;Most people understand just how common a thing this is.&rdquo;<br /> <br /> With&nbsp;his ship&nbsp;Explorer of the Seas&nbsp;turned back to New Jersey in January by what is reportedly the largest gastrointestinal illness outbreak in a cruise ship in twenty years, CEO Fain blogged: &ldquo;We screen our passengers best we can.&rdquo;</p> <p>Hardly helpful for what must be one of the most obvious crisis risks for&nbsp;the cruise industry. A week later the Princess ship&nbsp;Caribbean Princess&nbsp;turned back to Pasadena, Texas, when 165 passengers and 11 crew came down with highly infectious norovirus. The shipping line&rsquo;s&nbsp;<a href="http://www.cbsnews.com/news/cruise-ship-returns-early-after-dozens-get-stomach-illness/">spokeswoman</a>&nbsp; initially said the cruise had been cut short by forecast fog in Pasadena and not norovirus, but later claimed &ldquo;the pattern suggests the illness was brought on board by passengers.&rdquo;</p> <p>Now it&rsquo;s true that norovirus is a very common illness, with an estimated 20 million plus cases every year in the USA alone. And it&rsquo;s also true that norovirus strikes nursing homes, restaurants, hotels and other places &ndash; not just cruise ships. But none of that excuses the failure of two major shipping companies to recognise the need to respond effectively&nbsp;and lack of&nbsp;any real remorse. As Jonathan and Erik&nbsp;Bernstein&nbsp;<a href="http://www.bernsteincrisismanagement.com/blog/royal-caribbean-latest-cruise-line-sink-crisis-management/">observed</a>, Royal Caribbean put out two press releases but did not to express &ldquo;one drop of compassion in either.&rdquo;<br /> <br /> Blaming the passengers is a common response, but as a result of last month&rsquo;s failed cruises,&nbsp;<a href="http://healthland.time.com/2014/01/27/cruise-out-of-control-the-13-worst-norovirus-outbreaks-on-cruise-ships/"><em>Time Magazine</em></a> published its list of the worst norovirus outbreaks on cruise ships in the last five years. Princess Cruises had five out of the list of 13.</p> <p>Why do companies find it so hard to say &quot;sorry&quot;?</p> <p><em>Shel Holz suggests four conditions for an effective apology - click <a href="http://holtz.com/blog/crisis-communication/four-conditions-for-an-effective-apology/4266/#When:17:04:00Z">here</a></em></p> <p>Given this history, why does planning to manage an on-board outbreak seem not to be near the top of priorities for obvious risks in the cruise industry? What lessons can be learned?</p> <ul><li>A critical role for any CEO in a crisis is to recognise that there IS a crisis.&nbsp; Denial is pointless. As the famous Toyota engineer Taiichi Ohno said: &ldquo;Having no problems is the biggest problem of all.&rdquo;</li> <li>Use the right spokesperson.&nbsp; The CEO is not always the best choice (<a href="http://managingoutcomes.wordpress.com/2012/06/01/is-the-ceo-really-the-best-crisis-spokesperson/">see Managing Outcomes 3/11</a>). And in a specialist crisis like an infection outbreak, using an unqualified &ldquo;PR person&rdquo; rather than a medical expert to comment on technical matters seems a poor option.</li> <li>Say you&rsquo;re sorry, and mean it. Explaining the truth only when initial denial fails is far&nbsp;too late.</li> <li>Don&rsquo;t &ldquo;blame the victims.&rdquo; It might be tempting, especially when the victims are in fact at least partly to blame. But saying so when your reputation is at stake is never a smart move.</li> <li>Finally, identify and understand your organisation&#39;s obvious crisis risks, and put proper plans in place. It&#39;s not that hard.</li> </ul> <p>Tony&nbsp;Jaques, Director of Issue Outcomes&nbsp;Pty&nbsp;Ltd, and&nbsp;PRIA&nbsp;Fellow&nbsp;provides&nbsp;support for people who work in issue and crisis management. Tony&#39;s also featuring in the Melbourne&nbsp;PoweR&nbsp;Days&nbsp;session on 14 March 2014. To register for Tony&#39;s popular workshop click below.</p> <p><a href="http://www.pria.com.au/training/event/issues-management-with-tony-jacques"><img alt="" src="/sb_cache/priablog/id/2298/f/Register button.jpg" style="width: 227px; height: 75px;" /></a></p> http://www.pria.com.au/priablog/cruisin-along-ignoring-obvious-crisis-risks-tackle-the-issue-first http://www.pria.com.au/priablog/cruisin-along-ignoring-obvious-crisis-risks-tackle-the-issue-first Mon, Feb 17 2014 Sharing inspiration: converting donors after friendraising campaigns <div><span style="font-size:12px;">Karen Sutherland</span></div> <div><span style="font-size:12px;">School of Media, Film and Journalism</span></div> <div><span style="font-size:12px;">Monash University</span></div> <div><a href="mailto:Karen.sutherland@monash.edu?subject=NFP%20Comms"><span style="font-size:12px;">Karen.sutherland@monash.edu</span></a></div> <div><a href="https://twitter.com/kesutherland777"><span style="font-size:12px;">@kesutherland777</span></a></div> <div><a href="http://au.linkedin.com/in/karenesutherland/"><span style="font-size:12px;">au.linkedin.com/in/karenesutherland/</span></a></div> <div>&nbsp;</div> <div><p><span style="font-size:12px;">Recently, I was speaking to not-for-profit organisations about how to use social media to inspire donors at the &lsquo;Future of Fundraising&rsquo; workshops in Melbourne and Sydney with Director of Digital for <a href="http://www.charitywater.org/">Charity:Water</a>, <a href="http://www.paullyoung.com/about-me/">Paull Young</a> and Director of <a href="http://ntegrity.com.au/">ntegrity</a>, <a href="http://ntegrity.com.au/team-member/richenda-vermeulen/">Richenda Veremeulen</a>. During our workshop discussions, there was one particular topic that remained elusive: how to convert donors gained through social media campaigns.</span></p> <p><span style="font-size:12px;">We discussed in detail how donors&rsquo; networks of friends and followers can be leveraged to increase donations, also known as &lsquo;<a href="http://101fundraising.org/2012/04/6-things-you-get-with-friendraising/">friendraising</a>&rsquo;. Usually, this occurs when a donor commits to fundraise for a specific campaign such as &lsquo;<a href="http://www.r4k.com.au/">Run for the Kids</a>&rsquo; or exchanging their <a href="https://www.charitywater.org/birthdays/">birthday presents for donations</a> to Charity:Water. This fundraising method can be extremely effective and this is a theme that is also strongly apparent in my PhD researching findings. In my interviews with donors, supporters and volunteers that follow charities on social media, sponsoring a friend, family member or a colleague that is participating in a charity campaign is a strong motivator in prompting donations via social media, especially to a charity that they had not previously supported.</span></p> <p><span style="font-size:12px;">While social media can be fundamental in generating donations from networks of people that you may never before have had access to, what seems to be baffling the sector is how to then convert those one off donors into fundraisers or at least donors that understand your organisation enough to give more than once. This is tricky and the practice of leveraging networks has been referred to in the corporate sector as a &lsquo;<a href="http://www.keystogrowth.com/thoughts/2012/1/31/5-steps-to-building-a-viral-quotient.html">viral quotient</a>&rsquo; in terms of the sharing of content within social networks. In the case of not-for-profit organisations, especially charities, it seems to involve more than just sharing content, but sharing inspiration.</span></p> <p><span style="font-size:12px;">What can not-for-profit organisations do to inspire people to be ongoing supporters if they are only supporting their friend or family member, rather than the actual organisation to which they are donating? This is an obvious area for further research, but here are some tips to guide you in the meantime:</span></p> <ul><li><strong><span style="font-size: 12px; line-height: 1.5em;">Be grateful, not needy</span></strong>.&nbsp;<span style="font-size: 12px; line-height: 1.5em;">Ensure that when you thank the donor for their contribution, that you do this in a positive and memorable way that makes them feel good. Do not pump them up only to ask for more money, as it will come across as insincere. Remember, that you are in the beginning stages of your relationship. Treat it like a first date and make the donors&rsquo; experience with your organisation enjoyable enough that they are looking forward to seeing you again.</span></li> <li><strong><span style="font-size:12px;">Don&rsquo;t underestimate the power of email.&nbsp;</span></strong><span style="font-size: 12px; line-height: 1.5em;">Try to build a relationship via email. This does not mean inundating donors with requests for more donations or with too many emails in general. Inspire them with stories of how your organisation positively transforms people&rsquo;s lives, including the lives of your donors. Do not try to make them feel guilty or they will press delete very quickly.</span><span style="font-size: 12px; line-height: 1.5em;">&nbsp;</span></li> <li><strong><span style="font-size:12px;">Ask the fundraiser to report back.&nbsp;</span></strong><span style="font-size: 12px; line-height: 1.5em;">Another theme coming out of my research is that donors want to know where their money is going. It makes sense to ask the initial fundraiser to report back to their supporters on what was achieved because of their donation. How did their donation change someone&rsquo;s life? Asking the fundraiser to deliver this message seems logical as they were the original link to your organisation and someone that is familiar to the new donor. Therefore, the fundraiser will also be providing an endorsement of the organisation to their networks purely by their delivery of this message. However, not-for-profits need to be able to make this communication easy for the fundraiser. Providing social media and email friendly content to support the fundraiser in delivering this message will reduce barriers preventing it from getting through. Also, asking the initial fundraiser to share their positive experiences during the campaign with their friends and followers is another way of promoting positive relationships with your organisation by leveraging wider networks.</span></li> </ul> <p><span style="font-size:12px;">Conversion is not easy, but making the giving experience all about the donor will assist in developing a positive relationship between the donor and your organisation.</span></p> <p><em><span style="font-size:12px;">Karen Sutherland welcomes consultancy and research opportunities within the not-for-profit sector and at large.</span></em></p> </div> http://www.pria.com.au/priablog/sharing-inspiration-converting-donors-after-friendraising-campaigns http://www.pria.com.au/priablog/sharing-inspiration-converting-donors-after-friendraising-campaigns Fri, Feb 14 2014 Tweet no evil â Lessons from mean celebrity tweets <p><em>Celebrities Read Mean Tweets</em>, started in March 2012, and millions of views and six chapters later has become one of those social gems, where entertainment&rsquo;s brightest stars recognise some of the meanest and most critical messages shared with them on Twitter. Despite being regarded as some of the most privileged in society, its near impossible not to feel sorry for these stars as they are condemned by trolls of the web.</p> <p>As explained on the YouTube video overview:</p> <p><strong><span style="font-size:12px;"><em>&ldquo;Some people are cruel and write very harsh things to celebrities on Twitter. What you don&rsquo;t see when you send a nasty tweet is that it can cause pain. So to raise awareness, and hopefully make people think twice before they post something awful, we&rsquo;ve once again assembled a group of famous faces to remind everyone that words hurt.&rdquo;</em></span></strong></p> <p>The insults are often downright strange and a little bizarre (hence why they&rsquo;ve been selected!), but what makes the videos most intriguing is the emotion and hurt we sometimes see on these famous faces. Mean words can hurt us all!</p> <p>There&rsquo;s a lesson for all of us here. Don&rsquo;t be a troll. Be nice to your fellow Tweeter. Even if they&rsquo;re a highly successful red-carpet A-lister&nbsp; [;)]</p> <p>Link to the YouTube video -&nbsp;<a href="http://www.youtube.com/watch?v=4Y1iErgBrDQ">http://www.youtube.com/watch?v=4Y1iErgBrDQ</a></p> <p>​Author <a href="http://conversationbydesign.wordpress.com/">Sarah Creelman</a>&nbsp;</p> http://www.pria.com.au/priablog/tweet-no-evil-lessons-from-mean-celebrity-tweets http://www.pria.com.au/priablog/tweet-no-evil-lessons-from-mean-celebrity-tweets Thu, Feb 13 2014 Should you ever blacklist a journalist? <p><span style="font-size: 1.1em; line-height: 1.5em;">What should you do if a publication routinely writes negative </span>stories<span style="font-size: 1.1em; line-height: 1.5em;"> about you? This can be depressing, and how you deal with it requires caution.</span></p> <p>The best technique with hostile journalists, in the first instance, is to be as nice as you can to them &ndash; even if you do need to correct their perspective by, for example, issuing a statement on your website. Rising to the bait and denouncing them could encourage more hostile coverage at some future juncture.</p> <p>Sometimes the correct response is to cut off all ties &ndash; but this has significant risks. In 2012, David Tovar, Walmart&rsquo;s vice president for communications, announced that &ldquo;We have made a business decision not to participate in [the online publication&rsquo;s] articles going forward due to the one-sided reporting and unfair and unbalanced editorial decisions made by . . . reporters and editors.&rdquo;</p> <p>This was an effective strategy because the media coverage around the ban has acted as a loud rebuttal of the website&rsquo;s criticisms. And the technique wasn&rsquo;t unprecedented. In 1984, Mobil Oil, fed up with coverage in a major paper, boycotted the publication&rsquo;s journalists. The head of public affairs Herb Schmertz said: &ldquo;We concluded that the situation couldn&rsquo;t get worse. We did it for our own self-respect.&rdquo;</p> <p>But it can backfire, as the act of banning a publication will often be seen as unfair in the eyes of wider public &ndash; and as an attempt to stifle debate or hide the truth. The banned publication, if it is of note, can turn the ban into a huge negative story in and of itself. There have been occasions when bans have turned a difficult relationship into a toxic one &ndash; and the chances of such consequences increases with the importance &ndash; in the eyes of the public &ndash; of the publication. A charm offensive is normally a better strategy, and this should always be deployed first.</p> <p>The dangers of a hostile press are one reason that companies in the public eye retain PR consultants with crisis communications experience, who can be deployed at short notice. Often, when an unexpected crisis hits, companies with underfunded PR operations are unable to react quickly enough to the needs of media. And speed is important. That is why it is vital that social media is monitored, as this can provide an early warning of a crisis. As the phrase goes: &ldquo;A lie can be halfway around the world before the truth has got its boots on.&rdquo;</p> <p>And it is why, even when a journalist is unsympathetic to your position, banning them from your press office should be a last resort.</p> <p>Alex Singleton is author of &lsquo;The PR Masterclass&rsquo;, which can be found on&nbsp;<a href="http://au.wiley.com/buy/9781118756232">Wiley</a>.</p> http://www.pria.com.au/priablog/should-you-ever-blacklist-a-journalist http://www.pria.com.au/priablog/should-you-ever-blacklist-a-journalist Tue, Feb 11 2014 CEO of Saatchi & Saatchi suggests Lovemarks are the future of branding <p>Following on from attending mUmBRELLA&rsquo;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 &ndash; 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.</p> <p>Damian Eales, News Corps&rsquo; Group Executive of Marketing along with Anna Reid, Sydney Opera House&rsquo;s Marketing Director and Lewis Pullen, NRL&rsquo;s new Head of Marketing, Digital and Content gave some valuable insights from the panel. It was clear that content again seems to be the talk of the hour. If you have great content, use it, if you don&rsquo;t find out ways you can or how you can get some. It was the place to be that night, especially with the fireworks which courtesy of the Chinese New Year rang in the night.</p> <p>It was interesting to see the continued blurred lines between PR, marketing and advertising. Instead of resisting the change, it is important PR practitioners embrace this &lsquo;super VUCA&rsquo; environment and contribute positively to the formation of respected brands.</p> <p>At TEDxNavigli, Kevin Roberts supports this theory and offers his advice on creating brands that inspire loyalty beyond reason.&nbsp; Anyone can create a brand but few can create one infused with love that belongs to the people. Roberts, predicts Lovemarks are the future of branding, as more people begin to expect performance from products and services that will exceed expectations.</p> <p>&ldquo;Lovemarks reach your heart as well as your mind, creating an intimate, emotional connection that you just can&rsquo;t live without. Ever.&rdquo;</p> <p>At its core a Lovemark demands respect and is irreplaceable. Roberts highlights the three essential ingredients to creating a Lovemark, which include mystery, sensuality and intimacy.</p> <p>The video can be seen via the <a href="http://tedxtalks.ted.com/video/Lovemarks-Kevin-Roberts-at-TEDx;search%3Atag%3A%22tedxnavigli%22">TED talks </a><a href="http://tedxtalks.ted.com/video/Lovemarks-Kevin-Roberts-at-TEDx;search%3Atag%3A%22tedxnavigli%22">website</a>. For additional information visit the <a href="http://www.lovemarks.com">Lovemarks website</a>, which allows you to measure brands and download a Lovemarks campus pack. &nbsp;</p> http://www.pria.com.au/priablog/ceo-of-saatchi-saatchi-suggests-lovemarks-are-the-future-of-branding http://www.pria.com.au/priablog/ceo-of-saatchi-saatchi-suggests-lovemarks-are-the-future-of-branding Mon, Feb 10 2014 How Alex Perry's Dummy Spit Burned His Brand <p>By Geoffrey Stackhouse, Managing Director, <a href="http://www.claritysolutions.com.au/">Clarity Solutions</a></p> <p>When DJs announced it was &#39;deleting&#39; the Perry brand due to poor performance, Perry&#39;s response was pure conflict. The DJs statement was both respectful and strategic. It showed investors they were focussed on performance, and customers that they focussed on fashion.</p> <p>But Perry got it badly wrong. Instead of using the spotlight to position his brand for the future he trashed his own brand&nbsp;<a href="http://www.smh.com.au/lifestyle/fashion/david-jones-blames-poor-sales-as-fashion-alliance-with-alex-perry-unravels-20131206-2ywru.html">with a petulant dummy spit&nbsp;packed with spite and venom</a>.</p> <p>He&#39;s been hogging the spotlight ever since, and &#39;improving&#39; his story as he goes along. One of lines, from the Herald Sun, is a version of&nbsp;<a href="http://www.heraldsun.com.au/entertainment/alex-perry-looking-forward-to-mooted-partnership-with-myer-after-cutting-links-with-david-jones/story-fnilxh2p-1226777834382"><em>&quot;They can&#39;t dump me cause I dumped them first&quot;</em></a>. &nbsp;</p> <p>That works for&nbsp;<a href="http://www.smh.com.au/entertainment/tv-and-radio/jamie-private-school-girls-final-report-card-20131128-2yara.html">Ja&#39;mie&nbsp;Private School Girl</a>, or the&nbsp;Sophie&nbsp;Lee character from&nbsp;Muriel&#39;s wedding, but it doesn&#39;t work for a serious businessman.&nbsp;And he&#39;s still going, providing media with a feeding frenzy of spite and keeping his failure in the headlines.&nbsp;</p> <p>If you&#39;re ever faced with a &#39;Perry&#39; moment, here&#39;s the smarter way navigate this media minefield.</p> <ol><li>Be gracious and respectful about your former partners, but &nbsp;focus on what&#39;s next for you and your organisation. Perry missed a&nbsp;free&nbsp;kick to get international coverage for his strategic plans to reposition the brand for a younger audience.&nbsp;</li> <li>Keep conflict out of the entire interview. Even if you &#39;play&nbsp;nice&#39; at the start, the journalist will zero in on any critical remarks you make. It&#39;s not enough to start nice - be nice the whole way through - because you are always on the record.</li> <li>Lead the journalist to your angle by providing all the facts and figures he or she needs to write the story you want them to write. Make it easy for them, give them the whole package, even line up an industry commentator for them to interview (and hey a product sample never goes astray). &nbsp;</li> </ol> <p>Perry had a golden opportunity to show the world what a clever and dynamic professional he is in the fickle world of fashion. Perhaps that was too much spin, or perhaps he just blew it. Either way, its a great rule of thumb to&nbsp;leave dummy spits to petulant princesses.</p> <p>If you liked reading this blog, be sure to see Geoffrey live in action when he delivers his full day workshop on &#39;Your Crisis,Social Media, the Media &amp; the Opinion Cycle on Thursday, 21 February 2014 in Tasmania. We have a special interstate discount from those living outside of Tasmania. For more details click &#39;register&#39; below.</p> <p><a href="http://www.pria.com.au/training/category/tas"><img alt="" src="/sb_cache/priablog/id/2296/f/Register button.jpg" style="width: 227px; height: 75px;" /></a></p> <p>&nbsp;</p> http://www.pria.com.au/priablog/how-alex-perrys-dummy-spit-burned-his-brand http://www.pria.com.au/priablog/how-alex-perrys-dummy-spit-burned-his-brand Fri, Feb 07 2014 Top tips for dealing with negative press <p><span style="font-size: 1.1em; line-height: 1.5em;">Negative publicity does not often notify us in advance of its arrival. Rather, it prefers to appear on the door step uninvited without bearing gifts. However, if handled diligently it can often provide opportunity for company growth and stakeholder loyalty. &nbsp; &nbsp;</span></p> <p>Dorothy Crenshaw, CEO and creative director of Crenshaw Communications, offers her top tips for dealing with negative coverage.&nbsp; She covers the basics of acknowledgement and response, as well as asking the news source for equal time.</p> <p>The full article can be read here</p> <p><a href="http://crenshawcomm.com/pr-advice-on-responding-to-negative-coverage/#.UvFsZvuzJ2A"><img alt="" src="/sb_cache/priablog/id/2294/f/Sponsor.jpg" style="width: 225px; height: 76px;" /></a></p> <p>For related information, attend PRIA&rsquo;s&nbsp;Power Day &lsquo;Your crisis and the Opinion Cycle&#39; with Clarity Solution&#39;s Geoffrey Stackhouse. Geoffrey was a huge hit at last month&#39;s Summer School held in Sydney. You can read more from Geoffrey <a href="http://www.claritysolutions.com.au/blog">here</a>.</p> <p><a href="http://www.pria.com.au/training/category/tas">Tasmania</a> - 21 February 2014</p> <p><a href="http://www.pria.com.au/training/category/new-south-wales">New South Wales</a> - 14 May 2014</p> http://www.pria.com.au/priablog/top-tips-for-dealing-with-negative-press http://www.pria.com.au/priablog/top-tips-for-dealing-with-negative-press Thu, Feb 06 2014 Netvibes, an easy solution for dealing with the information age <p><span style="font-size: 1.1em; line-height: 1.5em;">Living in the information age can take its toll on even the </span>savviest<span style="font-size: 1.1em; line-height: 1.5em;"> PR professional. The need to be informed and updated is imperative within our work culture, in order to cease or respond to a media opportunity for a client. However, the act of opening multiple tabs and trolling through a variety of news sources, including social media, can be a time consuming task. Now try doing all of this on a crowded bus or train, or whilst jogging in on your way to work.</span></p> <p>How is one to be consistently informed, whilst attending to other important responsibilities? &nbsp;Netvibes is your answer- your personalised one stop shop for all information online.&nbsp;&nbsp;</p> <p>Netvibes is a personal dashboard publishing platform online that is comprised of widgets that are pulled from a widget list open to third party developers. It has the same shape and feel as platforms such as TweetDeck but gives you a cool feature of how you want you feeds to look, think front page of Cosmopolitan. It is great for brand monitoring as it allows individuals to track clients, customers and competitors across all media sources in one place. The dashboard allows you to create tabs, with each one containing user-defined modules. These can be of your own choice, including news platforms, blogs, social media sites and webmail providers.</p> <p>Netvibes encourages a variety of members to use their services, including agencies, enterprises and individuals. For more information on the service or to start your account visit Netvibes (<a href="http://www.netvibes.com/en">http://www.netvibes.com/en</a>) and enjoy the benefit of having extra time.&nbsp;</p> http://www.pria.com.au/priablog/netvibes-an-easy-solution-for-dealing-with-the-information-age http://www.pria.com.au/priablog/netvibes-an-easy-solution-for-dealing-with-the-information-age Wed, Feb 05 2014 Intangible assets are taking control at organisations <p><span style="font-size: 1.1em; line-height: 1.5em;">During an event organised by the Spanish Association of Communication Directors, </span>Dircom<span style="font-size: 1.1em; line-height: 1.5em;">, in the framework of the&nbsp;</span>8th<span style="font-size: 1.1em; line-height: 1.5em;"> World Public Relations Forum, due to be held in Madrid from 21 to 23 September 2014, Gregory has made it clear that </span>CEOs<span style="font-size: 1.1em; line-height: 1.5em;"> have a key role to&nbsp;play&nbsp;in this new business environment, which should be governed by authenticity and the heart. &ldquo;Nowadays over 80% of company assets are intangible, which means we need to communicate what makes us unique through our business values.&rdquo;</span></p> <p>She believes this shift has changed the roles within organisations: &ldquo;Intangible assets are increasingly important with regard to other areas of the organisation, such as the finance department. Reputation, brand and the meaning our job conveys to society, the company and our stakeholders are taking precedence over figures and transactions.&rdquo; In order to manage this new situation she argues &ldquo;we need leading CEOs who are smart enough to be connected to the organisation both inside and out, who know how to give good advice and have a new direct and authentic story to tell.&rdquo;</p> <p>Along these lines, she has urged CEOs and directors not just to change the structure but also the model that enables them to work in the organisation in an ideological way, defending the organisation&rsquo;s core values in the relations it develops with all its audiences. The Chair of Global Alliance views the role of Communication Director as pivotal in this process: &ldquo;As communicators we are the real catalysts of these changes. Through the conversations surrounding the organisation, we are the ones who make things happen by analysing the key points with our stakeholders and working to ensure that audience expectations are met through their experience.&rdquo;&nbsp;</p> <p>According to Anne Gregory, the key to developing change today is understanding what matters to our audience and what they really feel. &ldquo;If this analysis is performed strategically from all areas of the organisation and we respond in an honest, sincere and authentic way we are definitely on the right track.&rdquo;&nbsp;</p> <p>Download&nbsp;the&nbsp;<a href="http://www.globalalliancepr.org/website/sites/default/files/nolie/Communication/Member%20Events/20131217-Desayuno-Anne%20Gregory.pdf">press release</a>.</p> <p>Anne is also facilitating a PRIA webinar in PR and Leadership on Friday, 14 March 2014. To register your place now visit <a href="http://www.pria.com.au/training/category/national">here</a>.</p> <p>- See more at: <a href="http://www.globalalliancepr.org/website/news/intangible-assets-are-taking-control-organisations#sthash.yBsVoOwF.dpuf">http://www.globalalliancepr.org/website/news/intangible-assets-are-taking-control-organisations#sthash.yBsVoOwF.dpuf</a></p> <p><img alt="" src="/sb_cache/priablog/id/2292/f/Desayuno Anne Gregory-2 (1).jpg" style="width: 600px; height: 338px;" /></p> <p>Anne Gregory, Chair of Global Alliance, at the&nbsp;Dircom&nbsp;members meeting to talk about communication leadership.</p> http://www.pria.com.au/priablog/intangible-assets-are-taking-control-at-organisations http://www.pria.com.au/priablog/intangible-assets-are-taking-control-at-organisations Tue, Feb 04 2014 Coca-Cola Super Bowl advert - subtle advertising? <p><span style="font-size: 1.1em; line-height: 1.5em;">The advert celebrates a culturally diverse America, featuring a variety of </span>ethnicities<span style="font-size: 1.1em; line-height: 1.5em;"> engaging in everyday activities to the theme song of &ldquo;America the Beautiful&rdquo; being sung in several different languages. Formulated by </span>Wieden<span style="font-size: 1.1em; line-height: 1.5em;"> + Kennedy, the advert had a clear purpose to demonstrate the importance of immigration within American culture.&nbsp;</span></p> <p>Forbes contributor, Tom Watson, argued that the progressive nature of the advert, including the use of different languages, a homosexual couple and its emphasis on immigration, was deliberately formulated to promote a reaction. The advert has more than fulfilled that criteria, with the hashtag, #SpeakAmerican quickly formulating on Twitter and igniting a debate amongst users about what it means to be American.</p> <p>Public figurehead, Todd Starnes, from Fox News has contributed his two cents stating, &ldquo;Coca-Cola is the official soft drink of illegals crossing the border.&rdquo; He is not alone with former White House Senior Advisor, David Plouffe, tweeting &ldquo;Looking forward to RNC banning Coca-Cola products at 2016 convention.&rdquo;&nbsp; However, there were plenty of individuals defending the advert including conservative think-tank, The Heritage Foundation, who tweeted, &ldquo;Did anyone else like the <a href="https://twitter.com/CocaCola">@CocaCola</a> commercial as much as we did? What a beautiful nation we have!&rdquo;</p> <p>In an event that encourages viewers to relish in the greatness of America, the Coca-Cola advert managed to evoke patriotism amongst its viewers within 60 seconds. Regardless of the debate, the major U.S brand chose to celebrate the future of America.</p> <p>One has to wonder if this is the future of advertising and promotion. Do major labels need to comment subtly on political debates in order to get people talking about their products?</p> <p>&nbsp;</p> <object height="315" width="560"><param name="movie" value="//www.youtube.com/v/c7acTh6-aEs?hl=en_US&amp;version=3&amp;rel=0" /><param name="allowFullScreen" value="true" /><param name="allowscriptaccess" value="always" /><embed allowfullscreen="true" allowscriptaccess="always" height="315" src="//www.youtube.com/v/c7acTh6-aEs?hl=en_US&amp;version=3&amp;rel=0" type="application/x-shockwave-flash" width="560"></embed></object> http://www.pria.com.au/priablog/coca-cola-super-bowl-advert-subtle-advertising http://www.pria.com.au/priablog/coca-cola-super-bowl-advert-subtle-advertising Fri, Jan 17 2014 Meet the marketers and set your agenda for the coming year <p><span style="font-size: 1.1em; line-height: 1.5em;">The landscape of our industry is ever-changing and in order to get ahead of the crowd, PR companies are having to adapt to the evolving market. We constantly hear from experts about the blurred lines between PR, Marketing and Advertising. We heard from this exact discussion at </span>PRIA&#39;s<span style="font-size: 1.1em; line-height: 1.5em;"> National Conference last November which saw </span>mUmBRELLA&#39;s<span style="font-size: 1.1em; line-height: 1.5em;"> own Tim </span>Burrowes<span style="font-size: 1.1em; line-height: 1.5em;">,&nbsp;</span>Havas<span style="font-size: 1.1em; line-height: 1.5em;"> PR Asia-Pacific&#39;s James Wright and Joe Pollard, formerly of </span>Publicis<span style="font-size: 1.1em; line-height: 1.5em;"> </span>Mojo<span style="font-size: 1.1em; line-height: 1.5em;">&nbsp;discuss what agencies across each industry need to be doing better.</span></p> <p>The digital space is also a hot topic and agencies who have embraced the digital era are the ones who are leading in terms of company growth. In some cases digital departments are boasting up to 50% of company staffing. The message is simple, don&#39;t be left behind, and learn from those who are ahead of the game.&nbsp;</p> <p>Time is is fast approaching for the first big marketing and networking event of the year,&nbsp;mUmBRELLA&nbsp;Meet the Marketers, in Melbourne, Sydney and for the first time, Brisbane.&nbsp;</p> <p>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.</p> <p>Whether you&#39;re involved in advertising, experiential, PR, content or media this marks the first opportunity of the year to understand what will dominate the marketing agenda of 2014.</p> <p>The $149 ticket price also includes networking drinks after the event. Full line-up of speakers below:</p> <p><strong>Melbourne Meet the Marketers - Wednesday, January 29</strong></p> <p>Margie Amarfio, general manager marketing, Collingwood Football Club</p> <p>Geraldine Davys, Marketing Director, iSelect</p> <p>Chelsea Wymer, national trade marketing director, Fairfax Media</p> <p>Kevin Ramsdale, General Manager - Consumer Marketing at National Australia Bank</p> <p>&nbsp;</p> <p><strong>Brisbane Meet the Marketers - Thursday January 30</strong></p> <p>Andrew Woodward, director of marketing for Gold Coast 2018</p> <p>Terry Reader, general manager of marketing, Brisbane Broncos</p> <p>Dee Curtis, integration and marketing director, Nova 106.9</p> <p>Colin Bowman, executive general manager marketing, Flight Centre</p> <p>&nbsp;</p> <p><strong>Sydney Meet the Marketers - Wednesday February 5</strong></p> <p>Damian Eales, News Corp marketing boss</p> <p>John Batistich, marketing director, Westfield</p> <p>Lewis Pullen, head of marketing, NRL</p> <p>Anna Reid, marketing director, Sydney Opera House</p> <p>Click below to buy tickets</p> <p><a href="http://mumbrella.com.au/mumbrella-meet-marketers-196483"><img alt="" src="/sb_cache/priablog/id/2290/f/Meet the marketers.gif" style="width: 468px; height: 60px;" /></a></p> http://www.pria.com.au/priablog/meet-the-marketers-and-set-your-agenda-for-the-coming-year http://www.pria.com.au/priablog/meet-the-marketers-and-set-your-agenda-for-the-coming-year Wed, Jan 15 2014 Augure Influencer Survey <p><strong>Participate in the first Influencers Marketing Status Study</strong><br /> Bloggers, tweeters and experts in different subjects present in the online environment are becoming increasingly important for agencies and communication departments. Is it your case? Answer this short survey and participate in the first Influencers Marketing Status Study that Augure, software for PR and communication professionals, will launch in February 2014.</p> <p><a href="https://www.surveymonkey.com/s/influencers-report">Answer the survey</a></p> <p>-------------------------------------------------------------------------------------------------------<br /> <strong>Your communication strategy takes into account the online Influencers?</strong><br /> In recent years we are incorporating bloggers, tweeters and experts in specific areas into our communication strategies. But, do we work with them in the same way than with journalists? How we recognise them? What actions do we develop to get their attention? What type of information are they interested in?</p> <p>Augure, software for professionals of public relations and communication, wants to know more about this new reality of agencies and communications departments. Answer this short survey and participate in the first Influencers Marketing Status Study that Augure will launch in February 2014.</p> <p><a href="https://www.surveymonkey.com/s/influencers-report">Answer the survey </a></p> <p>&nbsp;</p> http://www.pria.com.au/priablog/augure-influencer-survey http://www.pria.com.au/priablog/augure-influencer-survey Mon, Jan 13 2014 Work looking a bit quiet in January? Go back to school. <p>January is a quiet month for many industries but for public relations, it is a time to improve your skills or learn new ones, thanks to PRIA.</p> <p>This year&#39;s Summer School is packed with six informative sessions which will propel you into the new year, including social media skills, crisis communications and crafting newsworthy copy.</p> <p>You will be ready for the year after Amanda Little outlines where PR is headed and identifies some key media and PR trends and outlines the changing environment for communications.</p> <p>Dive in to the working world of the media and learn what makes them tick, what ticks them off and how to get your story into the news with a session from media and communications trainer Sonia Zavesky.</p> <p>Social media expert Laurel Papworth will present a session on using Facebook, twitter and social media optimisation for business and a further course about online brand management.</p> <p>Be prepared for anything after a crash course in crisis from former journalist Geoffrey Stackhouse who will use case studies to illustrate how to manage social and traditional media when the going gets tough.</p> <p>Other sessions include Michael Ziviani&rsquo;s course on the latest in media measurement and evaluation and Derryn Heilbuth&rsquo;s presentation on how infographics, brand journalism, behaviour economics and repackaging content can help you sell your, or your client&rsquo;s, company story.</p> <table align="center" border="0" cellpadding="1" cellspacing="1" style="width: 500px;"> <tbody> <tr> <td><img alt="" src="/sb_cache/priablog/id/2288/f/1312_PRIA_SummerSchool_eDM_550px_headshots_01.jpg" style="width: 480px; height: 237px;" /></td> </tr> </tbody> </table> <p>&nbsp;</p> <p><strong>Registration closes this Friday 17 January.</strong> Don&#39;t miss out! <a href="http://www.pria.com.au/training/event/Summer-school-3-day-series-2014">Book your spot now. </a></p> http://www.pria.com.au/priablog/work-looking-a-bit-quiet-in-january-go-back-to-school http://www.pria.com.au/priablog/work-looking-a-bit-quiet-in-january-go-back-to-school Tue, Jan 07 2014 Get cracking on those New Year resolutions <p><a href="http://www.pria.com.au/training/category/summer-school"><img alt="" src="/sb_cache/priablog/id/2280/f/1312_PRIA_450x136_SummerSchool_emailsignature_01.png" style="width: 450px; height: 136px;" /></a></p> <p>This year make it a new year&rsquo;s resolution to exercise your brain and sharpen your communications skills at the PRIA Summer School.</p> <p>For three days in January six practitioners in social media, crisis, writing and media skills, among other areas, will put attendees through their paces and bring you up to speed on the latest and best ideas in the world of PR.</p> <p>Social media expert Laurel Papworth will present a session about using Facebook, twitter and social media optimisation for business and a further course about online brand management.</p> <p>Amanda Little will outline where PR is headed and identify some key media and PR trends while media and communications trainer Sonia Zavesky will provide insights into the working world of the media.</p> <p>Former journalist Geoffrey Stackhouse will use case studies to illustrate how to manage social and traditional media in a crisis. Michael Ziviani presents a course on the latest in media measurement and evaluation while Derryn Heilbuth&rsquo;s will show how infographics, brand journalism, behaviour economics and repackaging content can help you sell your, or your client&rsquo;s, company story.</p> <p>The three-day course will be held at Sydney&rsquo;s Novotel Rockford Darling Harbour from Jan 21-23. <a href="http://www.pria.com.au/training/category/summer-school">Click here</a> to book now!&nbsp;</p> http://www.pria.com.au/priablog/get-cracking-on-those-new-year-resolutions http://www.pria.com.au/priablog/get-cracking-on-those-new-year-resolutions Fri, Dec 20 2013 Five reasons why you need to go back to school in January <p><strong>Getting ahead in PR in 2014</strong></p> <p>PRIA&rsquo;s annual Summer School is back and here are five reasons why you and your colleagues need to attend.</p> <p><strong>1. The media landscape is changing and you need to find out what is ahead</strong></p> <p>Amanda Little, Director of Intermedia Consulting, will outline where PR is headed and identify some key media and PR trends.</p> <p><strong>2. What better time to brush up on your social media skills?</strong></p> <p>Social media expert Laurel Papworth will present a session on using Facebook, twitter and social media optimisation for business as well as a course in online brand management.</p> <p><strong>3. You know what it is like to be a journalist but do you know how to deal with them?</strong></p> <p>Sonia Zavesky dives into the working world of the media and explains what makes them tick, what ticks them off and how to get your story into the news. You may have worked as a journalist but it is a bit different on the other side of the fence.</p> <p><strong>4. To meet and connect with PR experts</strong>&nbsp;&nbsp;&nbsp;&nbsp;</p> <p>Besides the team of expert presenters, Summer School attracts a range of people from all different backgrounds.</p> <p><strong>5. Six expert speakers from the world of communications and one low price.</strong></p> <p>Other presenters include former journalist Geoffrey Stackhouse who will use case studies to illustrate how to manage social and traditional media in a crisis, Michael Ziviani will present a course on the latest in media measurement and evaluation and Derryn Heilbuth, who will show how infographics, brand journalism, behaviour economics and repackaging content can help you sell your, or your client&rsquo;s, company story.</p> <p><em><strong>All three days from as little as $1250 if you book before Dec 31! </strong></em></p> http://www.pria.com.au/priablog/five-reasons-why-you-need-to-go-back-to-school-in-january http://www.pria.com.au/priablog/five-reasons-why-you-need-to-go-back-to-school-in-january Tue, Dec 17 2013 Start the New Year with some new ideas <p>What&rsquo;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?</p> <p>The Public Relations Institute of Australia (PRIA) has the answers.</p> <p>Our <a href="http://www.pria.com.au/training/event/Summer-school-3-day-series-2014">Summer School</a> will equip you with the latest skills in social media, crisis, writing, relationships and media skills. And the early bird discount makes it a steal, so be sure to <a href="http://www.pria.com.au/training/event/Summer-school-3-day-series-2014">book</a> before 31 December, 2013.</p> <p>Whether you are an experienced PR practitioner looking to refresh your skills, or someone who is looking for a career boost, this intensive course, which runs in Sydney only from January 21-23, will provide you with up-to-date information and tools for improved communications.</p> <p>Professional trainers who are all established collaborators with the Public Relations Institute will present three sessions a day for three days.</p> <p>The inaugural Summer School event in 2013 was well received with attendees describing the speakers as relevant, inspiring and informative.</p> <p>Other comments included:</p> <ul><li>&ldquo;I never realised the depth of social media and how it could be used, in some cases much more effectively than traditional media.&rdquo;</li> <li>&ldquo;Measurement is a very important aspect of PR. While it can be complicated (graphs, numbers etc.) Michael did make a very good case for M&amp;E.&rdquo;</li> <li>&ldquo;Sonia&rsquo;s session was brilliant &ndash; I really enjoy the interactive side of presentations. Being able to discuss and workshop issues we are having in the real world provides some great takeaways to implement at the office.&rdquo;</li> <li>&ldquo;Geoffrey&rsquo;s session was very practical (with) great strategies to assist in crisis situations. Very engaging.&rdquo;</li> <li>&ldquo;Excellent advice from Amanda on managing people &ndash; up and down &ndash; and great tips on getting more out of the work day.&quot;</li> </ul> <p style="text-align: center;"><img alt="" src="/sb_cache/priablog/id/2274/f/1312_PRIA_SummerSchool_eDM_550px_headshots_01.jpg" style="width: 480px; height: 237px;" /></p> <p>The same inspiring speakers will be back in 2014 so book now to avoid disappointment.</p> <p>&nbsp;<br /> <strong>About the Public Relations Institute of Australia</strong></p> <p>The Public Relations Institute of Australia (PRIA) is the national industry body for public relations and communication professionals in Australia. The PRIA represents and provides professional support and recognition to over 2,000 individual practitioners and more than 150 consultancies nationwide. Since 1949, it&#39;s been the PRIA&#39;s role to promote and enhance the profession and its status to the broader community. The PRIA adheres to the highest standards of ethical practice and represent public relations practitioners in the best interests of the profession.</p> <p><strong>For further information contact:</strong></p> <p>Julian Kenny<br /> National Education Officer<br /> Public Relations Institute of Australia<br /> julian.kenny@pria.com.au</p> http://www.pria.com.au/priablog/start-the-new-year-with-some-new-ideas http://www.pria.com.au/priablog/start-the-new-year-with-some-new-ideas Fri, Dec 13 2013 PR in 2014 â Aggregate, Blur and Conquer <p><span style="font-size: 1.1em; line-height: 1.5em;">By Jackie </span>Crossman<span style="font-size: 1.1em; line-height: 1.5em;">, Managing Director, </span>Crossman<span style="font-size: 1.1em; line-height: 1.5em;"> Communications</span></p> <p>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.</p> <p>Ha! Now you&rsquo;ve had a chuckle, let&rsquo;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?</p> <p><strong>Blurred Lines - the difference between news media, blogs and PR output will become further blurred</strong></p> <p>Contraction in the journalism industry has put the media cats among the PR pigeons. In 2012 some 15% of Australia&rsquo;s journalists were made redundant. Not all of them have become Real Estate agents. Some have found work in their old-school media stomping ground, others have had to embrace roles in digital media and many more now skirt the industry as PR practitioners or bloggers.</p> <p>What this means for PR is that there are now many more practitioners and a swag of niche operators, all able to work from a home office, nearby cafe or shoebox in the local park. Overheads are down, lifestyle is in and clients/businesses have choice - hire an ex-journo for in-house content creation, gun for a digital specialist to build your social media platform, go niche with an industry expert or go large with a consultancy that can tailor resource for any sized project.</p> <p>Being your own channel will continue to be all the rage in 2014 and the best storytellers - regardless of whether they&rsquo;re from a news, blog, PR or customer source - will draw the intended audience.</p> <p><strong>Justification Proclamation - the PR industry will raise the bar in proving its worth</strong></p> <p>PR practitioners have traditionally been poor at PRing the industry and promoting themselves, much like a builder living in a renovator&rsquo;s dream but never fixing anything.</p> <p>That will need to change in 2014 as shrinking budgets and the ability to self-promote prompts some companies to consider DIY PR more carefully.</p> <p>PR will fight back by clearly communicating its credentials and expertise - especially in strategy, media knowledge and contacts with key influencers - and by utilising new analytic tools to measure ROI and also interpret data to determine future beneficial activity.</p> <p>More channels means more chatter, but PR will be able to reach more targeted eyeballs and prove its effectiveness in engagement and prompting positive action.</p> <p><strong>The Rise of the Collective - amalgamation and alliances will give PR strength and breadth</strong></p> <p>PR people have been proud to be early adopters and great adapters, quickly cottoning on to how to communicate via new technology and channels. But learning how to smart fax and how to put together a video feed for a 24-hour news network is child&rsquo;s play compared to the challenges new tech provides today.</p> <p>That&rsquo;s where aggregated knowledge and skills come in. For the bigger consultancies that could mean growth through acquisition and amalgamation. For the smaller players and self-employed the prospect of forming alliances becomes increasingly likely. Strength in numbers means access to more expertise and more resource when needed.</p> <p>With pressure on bottom lines, technology allowing for virtual offices, more freelance ex-journalists around and social media platforms allowing for the creation of collaborative networks, creaky old business models could be bulldozed to make way for the power of the collective to emerge.</p> <p><strong>Multi-Multi-Skills - being a good writer isn&rsquo;t enough these days, story-telling needs imagery and placement nous</strong></p> <p>My daughter has just finished her first year of tertiary education, studying to be a public relations practitioner - I know, I begged her to get into acting, the armed forces or mining, but would she listen? - and the array of skills she is developing would amaze the majority of PRers who have come from a journalism background.</p> <p>Being able to put together a video, from scripting to filming, editing and distribution, is now a core skill. Understanding content marketing and the value in building a long-term audience is fundamental, as is social media understanding and execution.</p> <p>For long-term PR practitioners the need to be multi-skilled means learning new tricks, looking to the collective to cover gaps in expertise or bowing out to write that long overdue novel.</p> <p>The saving grace for the wily PR campaigners is their ability to think strategically and to know what tool or tactic to use at the appropriate time. Wiser, more experienced heads will continue to provide the strategy in 2014, but implementation across appropriate channels will be the domain of the young and tech-hip.</p> <p><strong>Picturing This and That - the trend towards videography and infographics will accelerate</strong></p> <p>Platforms like Twitter rose by promoting brevity. Vine and Instagram took that snapshot mentality to a whole new level in video and images. Short, sharp and eminently engaging - it&rsquo;s a formula that is proving to be online gold...and PR needs to be mining from the same treasure trove, especially with more eyeballs accessing mobile sources - smart phones and tablets - in bite-sized chunks.</p> <p>How does your material stand out from the crowd? Can you capture the essence of an issue with one photograph or a single meme? Can you elicit an emotional response with one headline?</p> <p>Once again technology - in the form of templates and easily uploaded and posted material - is helping to spread content. What will never be supplanted is the creativity to nail the content. Creativity in PR will continue to be vital in 2014 as it is in any other year.</p> <p>I&rsquo;ve seen the future - revolution is at hand</p> <p><em>Final thoughts from a PR perspective:</em></p> <p>2014 will be the year of the game-changer - online solutions will have more real world applications and give everyone a voice<br /> Fans will reward companies that offer solutions and hope<br /> The public will lead a push for more good news stories<br /> Honesty will eventually triumph over muddying the waters in issues management<br /> Australia will need to become more Asian-centric to thrive<br /> Australians will become sick of how they are being represented by elected representatives and join forces to promote the country in a more grounded, transparent fashion<br /> Sport will provide some of the greatest PR challenges of the year<br /> PR practitioners will further eschew traditional media channels and band together to shape new communications platforms<br /> My daughter will launch a management takeover bid during her holiday work experience</p> http://www.pria.com.au/priablog/pr-in-2014-aggregate-blur-and-conquer http://www.pria.com.au/priablog/pr-in-2014-aggregate-blur-and-conquer Thu, Dec 12 2013 Social media grows as force in healthcare <table align="left" border="0" cellpadding="1" cellspacing="1" height="229" width="299"> <tbody> <tr> <td><img alt="" height="232" src="/sb_cache/priablog/id/2268/f/hc_on_social_networks-300x225.jpg" style="float: left;" width="300" /></td> </tr> </tbody> </table> <p>&nbsp;</p> <p><strong>Author:</strong> Daulton West, Jr<br /> President, <a href="http://www.asocialmediachampion4u.com/">ASocialMediaChampion4U</a></p> <p>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.</p> <p>Nonprofits understand the importance of building quality, lasting relationships for maintaining a base of supporters to embrace their many causes and fundraising campaigns.</p> <p>&ldquo;By utilizing social media to promote brand awareness, nonprofits have been able to build quality relationships by keeping followers engaged with frequent updates, and &ldquo;late-breaking news&rdquo;, distributed via Twitter, Facebook, YouTube, blogs, and more.&rdquo;</p> <p>- <a href="http://www.examiner.com/article/nonprofits-embracing-social-media-for-fund-raising">Nonprofits embracing social media for fund raising</a> &ndash; September 21, 2009</p> <p>Recent articles suggest that the healthcare industry is also beginning to realize the upside potential for social media sites that can strengthen the connection within the community for existing healthcare centers, patients, and physicians, while attracting new followers / patients.</p> <p>&ldquo;At a recent forum in Fort Lauderdale, Fla., 94 percent said they thought social media was necessary to increase consumer engagement.&rdquo;</p> <p>&ldquo;What&rsquo;s more, nearly 80 percent of those professionals said that their companies have Facebook pages and close to 60 percent said they had Twitter accounts.&rdquo;</p> <p>&ldquo;For other industries, those latter two numbers would seem low. But healthcare, it appears, may finally be starting to catch up.&rdquo;</p> <p>&ldquo;Social media is changing the nature of healthcare interaction, and health organizations that ignore this virtual environment may be missing opportunities to engage consumers.&rdquo;<img alt="" src="/sb_cache/priablog/id/2270/f/socialmedia2_icons_keybd.jpg" style="width: 225px; height: 150px; float: right;" /></p> <p>&ldquo;One-third of consumers now use social media sites such as Facebook, Twitter, YouTube and online</p> <p>forums for health-related matters, including seeking medical information, tracking and sharing symptoms, and broadcasting how they feel about doctors, drugs, treatments, medical devices and health plans.&rdquo;</p> <p>For community healthcare centers the question becomes, not &ldquo;should we&rdquo;, but &ldquo;how&rdquo;?</p> <p>How do we best use social media and manage it effectively? Where do we begin? What social media tools do we use?</p> <p>How do we promote the social media concept to our community health care centers, patients, physicians, and become an online voice for engagement?</p> <p>Here are some tips, takeaways, and success stories -</p> <p><strong>If you do only one thing&hellip; Start a blog!</strong><br /> &ldquo;Engage and educate&rdquo; your community with timely information<br /> Share your opinion on healthcare policy<br /> Encourage your staff to participate in posting their helpful healthcare tips<br /> Do not blog about specific cases, or reveal any customer data<br /> Do not offer medical advice! (educate, don&rsquo;t diagnose)</p> <p><strong>The Mayo Clinic blog success story -</strong><br /> The Mayo Clinic in 2005 began utilizing social media channels to promote and increase downloads of its podcasts. The clinic posts the podcasts, along with video and text, on its blogs. It also leverages a Facebook fan page, a Twitter account and a YouTube channel.</p> <p>Downloads of the podcasts have increased by more than 8,000%, thanks to using three free social channels.</p> <p><strong>Start a digital dialogue using Facebook, Twitter, and YouTube</strong></p> <ul><li>Become an online voice for your community &ndash; start conversations</li> <li>Find ways to connect / interact</li> <li>Share something of value</li> <li>Recommend other sites, articles, links, tools, tips</li> <li>Collaborate and encourage participation</li> <li>Build relationships &ndash; communicate</li> <li>Know what you want to accomplish &ndash; Identify the most valuable knowledge you have, and develop a 90-day messaging plan around sharing that knowledge.</li> <li>Use a clear voice &ndash; build your social media presence using your image and your conversational voice. If you&rsquo;re getting your staff involved, create your message plan with staff input &ndash; and make it clear on the social media sites you use that it&rsquo;s a team effort.</li> <li>Look for shining examples &ndash; Who are the leaders in your specialty? You can learn from someone else&rsquo;s success story: what social media sites they use.</li> <li>Plan the time &ndash; Using social media is a commitment. You&rsquo;ve got to put it on your schedule.</li> <li>Listen twice as much as you talk &ndash; When you share on social media, you&rsquo;re starting a conversation. Part of commitment of social media listening.</li> </ul> <p><strong>Some takeaways to remember</strong></p> <ul><li>&ldquo;Engage and educate&rdquo; &ndash; don&rsquo;t diagnose</li> <li>Ask community members for input on local priorities via Twitter, Facebook, blogs, etc.</li> <li>Embrace the collaborative spirit of social media and recognize this journey as a way to build bridges and unite staff, volunteers, others</li> <li>Engage &ndash; your connections, patients, and customers frequently, support them, as well as industry leaders</li> <li>If you do only one thing on social media, make it a blog. Educate your community with timely information</li> <li>Leverage Twitter, Facebook, YouTube, whenever possible to share information that is useful to your followers, and to the followers you&rsquo;d like to attract</li> <li>Be helpful to your community &ndash; share general, informative, interesting content. Safety, diet tips, checklists, tools, tips, etc.</li> <li>Demonstrate your value &ndash; share your success stories</li> </ul> <p><strong>Key point to remember:</strong><br /> Social media is part of our culture now &mdash; you need to learn about social media, whether you think you need to or not.</p> <p>The healthcare industry is using social media to get the word out, &ldquo;engage and educate&rdquo; followers, and start a digital dialogue to connect and collaborate more effectively with their communities.</p> <p>&ldquo;The benefits of integrating social media into healthcare marketing efforts are priceless &ndash; from improving patient care to gaining media coverage to attracting new patients and staff.&rdquo;</p> <p><em>This article was shared on <a href="http://www.examiner.com/article/social-media-grows-as-force-healthcare">The Examiner</a> and <a href="http://socialmediatoday.com/daulton-west/545540/social-media-grows-force-healthcare">socialmediatoday. </a></em><br /> &nbsp;</p> http://www.pria.com.au/priablog/social-media-grows-as-force-in-healthcare http://www.pria.com.au/priablog/social-media-grows-as-force-in-healthcare Tue, Dec 10 2013 What makes the Agency of the Year? <p>Author: Allison Lee</p> <p>Director, Impact Communications</p> <p><span style="font-size: 11.818181991577148px; line-height: 1.5em;">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 </span>PRIA&rsquo;s<span style="font-size: 11.818181991577148px; line-height: 1.5em;"> Registered </span>Consultancy<span style="font-size: 11.818181991577148px; line-height: 1.5em;"> Group members.</span></p> <p><span style="font-size:12px;"><span style="line-height: 1.5em;">The </span>PRIA<span style="line-height: 1.5em;"> Registered </span>Consultancies<span style="line-height: 1.5em;"> Group is dedicated to improving the health of the agency sector and the skills of senior managers. Members can gain insights into business metrics. Via our annual benchmarking study, members are able to measure their agency&rsquo;s performance against industry best </span>practice<span style="line-height: 1.5em;">.</span></span></p> <p><span style="font-size:12px;"><span style="line-height: 1.5em;">Entries to the category offer an insight into the characteristics of successful PR agencies. </span></span></p> <p><span style="font-size:12px;"><strong><span style="line-height: 1.5em;">Creative and clever work clearly defined</span></strong></span></p> <p><span style="font-size:12px;">A great PR agency undertakes clever and creative work, winning awards and accolades for their approach. They have a clear USP, offering clients a clear reason to use their agency.</span></p> <p><span style="font-size:12px;"><span style="line-height: 1.5em;">Great agencies don&rsquo;t rest on their laurels; they look for areas of service growth. They are truly enthusiastic and passionate, which feeds innovation and makes it innate.</span></span></p> <p><span style="font-size:12px;"><span style="line-height: 1.5em;">Agencies with such clever output attract new clients and grow the revenue of existing clients. These agencies actively measure client satisfaction to ensure great service delivery. They enjoy client retention above 90%.</span></span></p> <p><span style="font-size:12px;"><strong><span style="line-height: 1.5em;">Great agencies put their people first</span></strong></span></p> <p><span style="font-size:12px;">All the agencies that entered agency of the year put their people first and invested in building a great team. All declared this to be the secret to client retention and growth.</span></p> <p><span style="font-size:12px;"><span style="line-height: 1.5em;">Stringent recruitment procedures were the first step in team building as were formal induction processes. Some agencies set targets for recruiting through word of mouth, offering finders&rsquo; fees to staff who identified a great candidate.</span></span></p> <p><span style="font-size:12px;"><span style="line-height: 1.5em;">Training was a key component to their success with agencies offering:</span></span></p> <ul><li><span style="font-size:12px;">Mentoring for junior staff, with a single senior staff member appointed as mentor</span></li> <li><span style="font-size:12px;">Regular reviews (bi-annual)</span></li> <li><span style="font-size:12px;">Job specific training programs</span></li> <li><span style="font-size:12px;">Annual or biannual offsites, some even taking staff overseas</span></li> <li><span style="font-size:12px;">Learning lunches</span></li> <li><span style="font-size:12px;">Conferences</span></li> <li><span style="font-size:12px;">PRIA memberships</span></li> </ul> <p><span style="font-size:12px;"><span style="line-height: 1.5em;">But it was not a case of training for training&rsquo;s sake. These agencies saw training as part of creating career pathways. Interestingly, many of these agencies didn&rsquo;t focus on title, but on achievement.</span></span></p> <p><span style="font-size:12px;"><span style="line-height: 1.5em;">As well as training great agencies reward their staff with:</span></span></p> <ul><li><span style="font-size:12px;">Bonuses for good work, often quarterly as well as bonuses for winning new business and reaching personal development goals.</span></li> <li><span style="font-size:12px;">Spot prizes such as bottles of champagne or movie tickets</span></li> <li><span style="font-size:12px;">Flexible working arrangements</span></li> <li><span style="font-size:12px;">Opportunities for work-related travel, to overseas sister offices or conferences</span></li> <li><span style="font-size:12px;">Extra days off for birthdays or as rewards</span></li> <li><span style="font-size:12px;">A social club run by the staff for the staff</span></li> </ul> <p><span style="font-size:12px;"><span style="line-height: 1.5em;">Some agencies offer bonuses for tenure, with the reward increasing with the tenure.</span></span></p> <p><span style="font-size:12px;"><span style="line-height: 1.5em;">Agencies that &lsquo;put their people first&rsquo; have strong internship programs, with a single staff member appointed to mentor the students. Some agencies offered paid internships. Some agencies even set targets for recruiting interns.</span></span></p> <p><strong style="font-size: 11.818181991577148px; line-height: 1.5em;"><span style="line-height: 1.5em;">Clever agencies know the numbers, and tell their staff</span></strong></p> <p><span style="font-size:12px;">Well-run agencies watch their financial numbers and measure financial metrics. It&rsquo;s the cornerstone of the businesses.</span></p> <p><span style="font-size:12px;"><span style="line-height: 1.5em;">All use capacity planners to scope out work and staff ratios, and they measure written-off time weekly. All business objectives are measurable with metrics including low absenteeism, low staff turnover, client win and retention, awards gained and profits generated.</span></span></p> <p><span style="font-size:12px;"><span style="line-height: 1.5em;">Most importantly, these agencies communicate their financial position to the staff monthly. Bonuses are linked to the overall business plan so that the direction of the company is clear to all</span></span></p> <p><span style="font-size:12px;"><strong style="font-size: 1.1em; line-height: 1.5em;">Process support culture and growth</strong></span></p> <p><span style="font-size:12px;">Truly clever agencies use processes to support their culture and the growth of the business. For some, this is practical tools such as using Wikis for features and sharing of information and IT support. For some agencies it&rsquo;s about processes, developing systems to prevent problems and allowing staff to be innovative. </span></p> <p><span style="font-size:12px;"><span style="line-height: 1.5em;">For these great agencies, there&rsquo;s no one single magic bullet to success. Instead it&rsquo;s a case of sound planning, clever work, great HR and career development strategies and ongoing innovation.</span></span></p> <p><span style="font-size:12px;"><span style="line-height: 1.5em;">Our congratulations go </span>N2N<span style="line-height: 1.5em;"> Communications, </span>PPR<span style="line-height: 1.5em;"> WA, Red Agency, and Cole Lawson, the first national winners of this award and all members of the </span>PRIA<span style="line-height: 1.5em;"> Registered </span>Consultancies<span style="line-height: 1.5em;"> Group.</span></span></p> <p>&nbsp;</p> <p><strong style="font-size: 11.818181991577148px; line-height: 1.5em;">#ENDS</strong></p> http://www.pria.com.au/priablog/what-makes-the-agency-of-the-year http://www.pria.com.au/priablog/what-makes-the-agency-of-the-year Mon, Dec 09 2013 Integrating Digital Marketing & PR <p><strong>Integrating Digital Marketing &amp; PR &ndash; Breaking Down Silos Through Content</strong></p> <p><strong>Author:</strong> <a href="https://twitter.com/leeodden">@leeodden</a>, CEO -&nbsp;<a href="http://www.toprankmarketing.com/">Top Rank Online Marketing</a></p> <table align="left" border="0" cellpadding="1" cellspacing="1" height="206" width="198"> <tbody> <tr> <td><img alt="" height="190" src="/sb_cache/priablog/id/2264/f/lee odden.jpg" width="190" /></td> </tr> </tbody> </table> <p>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&rsquo;re dealing with when it comes to integrating Marketing and Public Relations.</p> <p>Since we&rsquo;ve been working in the digital marketing and PR space at TopRank Marketing for well over 10 years, it was interesting to see &nbsp;the diverse feedback from companies of various sizes and industries. But several themes revealed themselves that I think our readers will relate to.</p> <p>Thanks to feedback from Digital and Integrated Marketing Communications professionals like <a href="https://twitter.com/kovalskyc?">Corinne Kovalsky</a> of Ratheon,&nbsp;<a href="http://www.linkedin.com/in/susanbeatty">Susan Beatty</a> of Bremer Financial Corporation, <a href="https://twitter.com/Frank_Strong?">Frank Strong</a>&nbsp;of LexisNexis,&nbsp;<a href="https://twitter.com/LeslyCardec">Lesly Cardec</a> from Randstad US, <a href="https://twitter.com/SarahSkerik">Sarah Skerik</a> from PRNewswire&nbsp;and <a href="https://twitter.com/PamDidner">Pam Didner</a> of Intel, it became clear that one of the key questions organizations are facing is the need to break down silos between marketing and PR.</p> <p>To help answer that question, I think one of the most fundamental things to realize is that we&rsquo;re all in the content business.</p> <p><strong>PR and Communications</strong> drive a substantial amount of content creation from developing messaging strategy to content for newsrooms. PR content that can be optimized, socialized and publicized include: blog posts, press releases, case studies, social media content, newsletters, contributed articles, white papers, events (online and off). &nbsp;Whether it&rsquo;s text, image, audio or video, most PR pros are involved in content creation on a regular basis.</p> <table align="center" border="0" cellpadding="1" cellspacing="1" style="width: 480px;"> <tbody> <tr> <td><p style="text-align: center;">&nbsp;</p> <p style="text-align: center;"><strong><span style="font-size:16px;">&quot;Content is the currency for building social relationships that can boost earned media.&quot;</span></strong></p> <p style="text-align: center;">&nbsp;</p> </td> </tr> </tbody> </table> <p><strong>Digital Marketing</strong> is tasked with demand creation and developing leads, and content plays an instrumental role in those and many other marketing objectives. From content marketing strategy to websites and microsites, content is the basis for effective digital marketing. We&rsquo;ve covered content marketing tactics here before, but they can include blogs, landing pages, social media content, advertising, webinars, email and all media formats from images to video to audio.</p> <p>Understanding the role that content plays in reaching both brand awareness and customer acquisition goals, the opportunities for integration between digital marketing and PR become clear pretty fast.</p> <p><strong>Align Goals</strong></p> <p>When you look at common Public Relations focused goals, they often include: Boosting Awareness &amp; Exposure, Influence &amp; Positioning, Increase Mindshare, Educate Audiences, Thought Leadership, Reputation, Growing Networks &amp; Engagement and even Increasing Sales.</p> <p>Often these goals are achieved through a variety of efforts that leverage or result in content. Digital PR tactics can range from media relations to gain editorial coverage in publications to events to working with influencers and social networks. Announcements, publicity, promotions and buzz are all the domain for PR and communications professionals.</p> <p>Some of the metrics digital marketers are held accountable to include increasing website traffic, leads and sales. Content Marketing goals also include revenue related objectives like order volume, frequency and profitability. Efficiency is also aligned with content marketing performance as measured by shortened sales cycles, referrals bottom line ROI on marketing investment.</p> <p>Since both marketing and PR both speak &ldquo;increase sales&rdquo;, it make sense that PR should be involved with content marketing in its planning stages to identify what&rsquo;s &ldquo;really&rdquo; promotable from a media relations perspective. &nbsp;Building publicity and media relations activities into the content marketing planning process will help marketing extend the reach of it&rsquo;s message and improve marketing performance.</p> <p>At the same time PR will have early exposure to promotable brand content to successfully achieve media coverage and network growth vs. trying to make magic happen with last minute requests: &ldquo;Can you send out a press release and talk to some bloggers about our new product future? It was released this morning&rdquo;. For both marketing and PR, there can be a measurable effect on sales and we all know revenue is the language everyone understands.</p> <p><strong>Common Ground:</strong></p> <p>An extension of aligning goals between marketing and PR is to find the win for those that you would partner with in your organization. Find out how can marketing assets be used to improve the ability for PR to gain media coverage. At the same time, dig into how PR can play a role in content marketing&nbsp;amplification&nbsp;to improve the reach and performance. Recruit volunteers to test cooperative efforts between digital marketing and PR.</p> <p>Some of the common ground opportunities for digital marketing and public relations include:</p> <ul><li>Messaging &amp; Story</li> <li>Content Planning</li> <li>Coordinated Social and Media Relations with Amplification</li> <li>Social Listening for Buying Signals</li> <li>Content Placement</li> <li>Optimizing Messaging Based on Marketing Performance Data</li> </ul> <p>Coordinating marketing and PR in content marketing efforts can find the common ground needed to execute on shared goals. That alignment of objectives can lead to the development of new ways of working together that create a win for everyone involved.</p> <p><strong>Build a Business Case</strong></p> <p>Goal alignment and common ground serve as a framework for building a business case. Find a low hanging fruit opportunity with motivated collaborators to show how digital marketing and PR integration can improve achievement of business goals. Then sell the results with performance metrics that execs can appreciate.</p> <p>One of the most basic examples of this kind of collaboration is a co-created thought leader ebook. We&rsquo;ve created quite a few of these and they represent the integration of key maketing and PR in a way that is pretty easy to demonstrate value for both awareness and network growth as well as traffic and sales.</p> <p><iframe allowfullscreen="" frameborder="0" height="355" marginheight="0" marginwidth="0" scrolling="no" src="http://www.slideshare.net/slideshow/embed_code/14497382?rel=0" style="border:1px solid #CCC;border-width:1px 1px 0;margin-bottom:5px" width="425"></iframe></p> <div style="margin-bottom:5px"><strong><a href="https://www.slideshare.net/toprank/b2b-marketing-innovation-ebook-marketingprofs-b2b-forum-14497382" target="_blank" title="B2B Marketing Innovation eBook - MarketingProfs B2B Forum">B2B Marketing Innovation eBook - MarketingProfs B2B Forum</a> </strong> from <strong><a href="http://www.slideshare.net/toprank" target="_blank">TopRank&reg; Online Marketing</a></strong></div> <p>Co-created content builds an incentive for participants to promote the content object. Publicity, content repurposing, targeted ads, email promotions, social promotion and&nbsp;optimization combine with thoughtful messaging to create an integrated marketing and PR asset that provides a tremendous amount of value for PR and marketing goals.</p> <p>In the digital marketing world, skills acquisition is as competitive as it has ever been with PR high on the list. &nbsp;With more brands publishing content and even competing with publications in their industry, the need for integrated marketing and PR functions within companies is a necessity. The question is, what is your company, large or small, doing about it?</p> <p>If you would like to learn more about integrating marketing and PR, I cover it at both a strategic and tactical level in <a href="http://www.amazon.com/Optimize-Attract-Customers-Integrating-Marketing/dp/1118167775/">Optimize</a> as well.</p> <p><em>This article was originally published on </em><em>the <a href="http://www.toprankblog.com/2013/05/integrating-digital-marketing-pr/">TopRank online marketing blog. </a></em></p> http://www.pria.com.au/priablog/integrating-digital-marketing-pr http://www.pria.com.au/priablog/integrating-digital-marketing-pr Thu, Dec 05 2013 PR for your website <p><strong>PR for your Website - Does your business really need internet marketing? </strong></p> <table align="left" border="0" cellpadding="1" cellspacing="1" height="209" width="187"> <tbody> <tr> <td><strong><img alt="" src="/sb_cache/priablog/id/2266/f/Anna Johnson Head Shot.png" style="width: 177px; height: 200px;" /></strong></td> </tr> </tbody> </table> <p>Anna Johnson | Senior Digital Marketing Analyst, <a href="http://www.seoworks.com/">seoWorks</a></p> <p>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. Rather than sticking with what they think works, businesses need to re-evaluate their business strategies and consider the very real possibility that they&rsquo;re missing out on all that internet marketing has to offer. Here are some reasons your business can benefit from internet marketing.</p> <p><strong>PR and marketing go hand in hand</strong></p> <p>A company&rsquo;s web presence is now inseparable from the actual company, and an overwhelming number of people look up a company&rsquo;s website before deciding whether or not to engage its services. Internet marketing is needed not only to bring traffic to your website but also to ensure that your internet presence sends out the right message to the public and is targeted at the right people. It is therefore important to understand that PR needs to be managed online as well as off.</p> <p><strong>Changing messages</strong></p> <p>As your business continues to grow and expand, so too does your target market. At some point, most businesses find that their company message or values have changed. When this happens, communication between the company and its end user has to be tweaked and managed meticulously. You will need to revamp the content on your website and social media accounts, as well as come up with a new PR strategy for all communications to and from the public. Engaging in professional internet marketing will ensure you don&rsquo;t go wrong in this area.</p> <p><strong>Branding and positioning</strong></p> <p>Websites rely extremely heavily on branding and positioning. Visitors to your website need to be able to identify at a glance the tone, values and objectives of your business. All online communication must be engaged in with this in mind. Many small businesses make the mistake of neglecting their web content or not having it professionally crafted and then pay the price by having a weak web presence or one with a low conversion rate.</p> <p><strong>Your website is your brand</strong></p> <p>With so much of our lives lived online, your website is your brand rather than just a peripheral marketing tool. A professionally designed website that is both visible and engaging is an absolute must. Websites are also not static and must be updated regularly to showcase your business&rsquo;s latest developments. Merely placing information online without actively updating it is a sure-fire way to alienate potential clients. Any queries that come in through your website must also be addressed promptly and professionally. Skilful online communication requires many of the same considerations PR professionals make on a day to day basis, such as whether customer issues are being addressed in an appropriate manner.</p> <p>PR and internet marketing are not so different after all. Both share the common goal of expanding and managing your business&rsquo;s communications with the public, and both value the insights that can be gained from your customers. PR and marketing teams should be allowed thorough collaboration and have shared goals and objectives. This will enable each team to benefit from the other, for instance by working together in structuring content, data analysis, identifying customer behaviour patterns and planning goals and objectives. Only when your web presence is handled with PR savvy and when your PR strategy considers not only offline factors but also online can your business take full advantage of its marketing potential.</p> <p><em>Author Bio: Anna Johnson is a Senior Digital Marketing Analyst at <a href="http://www.seoworks.com/">seoWorks</a> and takes a great interest in everything marketing, social media and internet related and enjoys sharing her knowledge on these subjects.&nbsp; You can follow Anna on Twitter <a href="http://http://twitter.com/AnnaO_T">@AnnaO_T</a></em>.</p> http://www.pria.com.au/priablog/pr-for-your-website http://www.pria.com.au/priablog/pr-for-your-website Wed, Dec 04 2013 How to Get Influencers to Talk about Your Brand Offline <p><strong>Author: </strong><a href="http://blog.grouphigh.com/">Kristen Matthews</a></p> <p><a href="http://twitter.com/KristenWords">@kristenwords</a></p> <p>&nbsp;</p> <p><img alt="" src="/sb_cache/priablog/id/2262/f/kristen matthews.jpg" style="width: 480px; height: 152px;" /></p> <p>First let&rsquo;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.</p> <p>Don&rsquo;t get me wrong, an article, tweet, Facebook post, pin or video talking about how your brand is great. We&rsquo;ve all seen the results. But for many brands, a more balanced strategy is in order. One that fosters conversations both on and offline.</p> <p>Let&rsquo;s not forget the value in a recommendation straight from someone&rsquo;s mouth. Not from their fingertips to keyboard to the digital web but maybe straight from their over cocktails or in the grocery store full of eye contact and the sincerity of a human voice&mdash;well marketing doesn&rsquo;t get more effective than that.</p> <p>Studies also show that even with the advances of social media and the constantly increasing amount of people using social media, that a lot more brand conversations happen offline as opposed to online. That means strategies are required and tactics to empower positive conversations surrounding our brands offline are in order.</p> <p>But, easier said than done, right?</p> <p>Here is a by no means fully comprehensive and all-encompassing list of strategies that you can start implementing in to you strategy to ramp up those offline conversations.</p> <p><strong>1.</strong> Find speakers in your brand&rsquo;s space that recommend products or services.</p> <p>The easiest way to do this is check out the speakers in conferences that you&rsquo;ve come across. You should have a list off hand and if not it&rsquo;s an easy task for Google.</p> <p>Reach out to these active speakers and introduce yourself and your brand. See if they would like a sample of your product or to take your brand out for a test drive.</p> <p>It&rsquo;s a great idea really, they&rsquo;ve already proven themselves as speakers in your brand&rsquo;s niche and they&rsquo;ve proven themselves as active speakers. Great combo&hellip;</p> <p><strong>2.</strong> Give influencers you already work with actual gift cards and other tangible, physical offers to distribute when they feel the need. Consider working out some sort of incentive program with them.</p> <p><strong>3.</strong> Don&rsquo;t underestimate the power of in person events.</p> <p>Lead by example and talk about yourself at events. Send someone from your company who makes a good impression. For the rest of the event you want people to be like &ldquo;hey did you go to xyz brand&rsquo;s booth? They are awesome&hellip;&rdquo;</p> <p><strong>4.</strong> Give away lots of SWAG. Good SWAG. This means a t-shirt that would grab attention or make someone laugh&mdash;not a magnet with your brand&rsquo;s logo.</p> <p>Once someone from Bhakti Chai gave me a free t-shirt and I wear it all the time because it&rsquo;s a cool design. And people ask me about it and I always say they are my favorite chai. Of course anyone who likes chai is now going to try out that brand!</p> <p><strong>5.</strong> I always feel the need to include the obvious. Just in case. Make your consumer&rsquo;s experience with your brand and employees so awesome that they can&rsquo;t help but share it.</p> <p><strong>6.</strong> A bold campaign is another one that will get people talking both online and offline. Picture it: &ldquo;omg did you see that funny (commercial, display in the park, blog post, tweet, etc) that (insert your brand&rsquo;s name here) put out yesterday!?&rdquo;</p> <p><strong>7.</strong> People love to be &ldquo;in the know&rdquo; and share information or recommend an awesome product that their friends or family or coworkers haven&rsquo;t heard about yet. Equip them with the information to do so.</p> <p>Don&rsquo;t send your customers a white paper outlining your company&rsquo;s history, products and services but send them digestible pieces of interesting information. Fun facts. Exclusive information about your brand.</p> <p><strong>8.</strong> Be human. People love to discuss brands who have something human about them. Whether you admit to your mistakes, are super transparent about what goes on in your company, share experiences or company goals&mdash;keep your clients and customers in the loop. When people feel like part of an inner circle, they are way more likely to talk about their inside info and recommendations!</p> <p><em>This article originally appeared on the <a href="http://blog.grouphigh.com/how-to-get-influencers-to-talk-about-your-brand-offline/">GroupHigh blog.</a> Kristen Matthews is a writer and content marketer based out of Boulder Coloardo. </em></p> http://www.pria.com.au/priablog/how-to-get-influencers-to-talk-about-your-brand-offline http://www.pria.com.au/priablog/how-to-get-influencers-to-talk-about-your-brand-offline Tue, Dec 03 2013 9 Steps to Compelling Contagious Content for Social Media Marketing <p><strong>Author: </strong><a href="http://www.jeffbullas.com">Jeff Bullas</a></p> <p><a href="https://twitter.com/jeffbullas">@jeffbullas</a></p> <table align="right" border="0" cellpadding="1" cellspacing="1" height="209" width="296"> <tbody> <tr> <td><img alt="" height="200" src="/sb_cache/priablog/id/2260/f/9-Steps-to-Compelling-Contagious-Content-for-Your-Social-Media-Marketing1.jpg" width="301" /></td> </tr> </tbody> </table> <p>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.</p> <p>Google earns $30 billion a year indexing and helping you find information and content. &nbsp;In an information age, creating content should become the focus of your marketing, whether it is for the consumer or for business.</p> <p><strong>The Difference Between Success and Failure</strong></p> <p>Content comes in all types of formats, shapes and styles and often the creator has only a few brief seconds to entice you to go beyond the headline or the opening line.</p> <p>Creating compelling&nbsp;contagious&nbsp;content can be the difference between success and failure of any media marketing venture whether it be social, mass media or traditional.</p> <p>So where do you start?</p> <p>Well for one it&rsquo;s not about you, it&rsquo;s about &ldquo;them&rdquo; your prospects,customers, viewers and readers.</p> <p><strong>Step 1: Find and Define your Target Audience</strong></p> <p>There are many questions to ask here and if you are a large organisation or brand then your advertising agency will certainly tell you who they are. They could be female and aged between 25 and 34 or they could be male and be in the 40-50 bracket.</p> <p>But you need to know much more!</p> <ul><li>What television shows do they watch?</li> <li>What magazines do they read?</li> <li>What words do they use?</li> <li>What events do they attend?</li> <li>What fashion do they like?</li> <li>What music do they listen to?</li> </ul> <p>If you are creating content for a B2B market then you need to consider 3 core topic categories:</p> <ol><li>Solve their problems</li> <li>Educate and inform them</li> <li>Keep them updated with News</li> </ol> <p>If you are marketing to a consumer then they will want to be entertained, informed of specials and up coming sales and also to be educated about the product.</p> <p><strong>Step 2: Identify Your Customers Social Networks</strong></p> <p>There are so many social networks and social media channels that it makes your eyes blur and your mind turn to mush. You need to ensure that you are publishing and placing your content where your customers hang out.</p> <p>There are a few no brainers that should be in your mix.</p> <ul><li>Facebook</li> <li>YouTube</li> <li>Twitter</li> </ul> <p>Other channels such as Slideshare (the &ldquo;YouTube for Power Point Presentations) and LinkedIn are important if you are communicating with the business crowd.</p> <p><strong>Step 3: Establish Their Media Preferences</strong></p> <p>In an information age of rich multimedia, just going with text or words is not enough&nbsp;any more. To reach the widest audience possible you need to publish the same core content on a variety of media formats and types such as:</p> <ul><li>E-books</li> <li>Images (Flickr and Instagram)</li> <li>Video (YouTube, Vimeo and other online video networks)</li> <li>Audio (Podcasts)</li> <li>Presentations on Power point &ndash; Slideshare</li> <li>Infographics</li> </ul> <p>Mixing these up into hybrid content formats as a package or selection can ensure that everyone&nbsp;receives&nbsp;their preferred media type.</p> <p><strong>Step 4: Find Ideas for Creating the Content</strong></p> <p>Writers block is real, it happens to everyone!</p> <p>So how do you keep those ideas flowing to create that compelling content?</p> <ul><li>Read other top blogs and develop content on industry Trends &ndash; where is the industry going, what are the emerging hot segments</li> <li>Write about customers successes &ndash; Write up a case study about a clients successful project.</li> <li>Publish content on what not to do! &ndash; highlighting where something hasn&rsquo;t worked</li> <li>Create a video blog post by interviewing a successful client &ndash; this can a powerful providing authentic evidence of authority and credibility for both you and the client.</li> <li>Subscribe to the top industry blogs in your market, both company blogs and personal blogs for ideas and view them in one place with an RSS reader such as &ldquo;Google Reader&rdquo;</li> <li>Look through your latest news releases for ideas</li> </ul> <p><strong>Step 5: Create the Content</strong></p> <p>Creating content does take time and effort but you must remember that you are building up online assets that will continue to provide value well into the future. A &ldquo;How to Video&rdquo; that is published on the web will educate customers and prospects while you sleep.</p> <p>Blog articles can be the outline for creating an online video or a PowerPoint presentation. So don&rsquo;t forget that&nbsp;re purposing&nbsp;content is a very efficient way to build your media library.</p> <p>If you are considering crowd sourcing content such as inviting guest authors for your blog then you may need to&nbsp;set some standards and writing guidelines.</p> <ul><li>Length of article such as 1,000 words</li> <li>Images to be supplied</li> <li>Subtitles</li> </ul> <p>Creating video content can be as easy as interviewing someone at a Cafe with an iPhone!</p> <p><strong>Step 6: Optimize the Content</strong></p> <p>So if you think that by just writing and hitting the publish button on your blog is enough then you need to take a deep breath&hellip; because your job has just begun!</p> <p>You need to optimise your content. Some core elements are</p> <ul><li>Headline &ndash; learn to write an enticing headline that will make people want to click on the link in Twitter</li> <li>Structure &ndash; Write sub titles that break your content up into bite sized chunks and draw your readers into the article. Write for skimming and scanning</li> <li>Search &ndash; Write articles using key words and phrases that customers would use to &ldquo;Google&rdquo; you. Also if you are publishing images on Flickr, Videos on YouTube and presentations on &nbsp;Slideshare (or any other social media channel) then make sure that you optimise the content by writing a headline, including a description, enter tags (Keywords)</li> <li>Social &ndash; make sure you have social media sharing buttons&nbsp;wherever&nbsp;you have content. You want people to share. Don&rsquo;t make it hard for customers to share and spread your great content!</li> <li>Your challenge is to be everywhere! &ndash; Be ubiquitous.</li> </ul> <p><strong>Step 7: Make it Mobile</strong></p> <p>Laptops and personal computers are not the only devices that your customer, prospects and readers are using today. So ensure where resources and budget allows that your content can be viewed on the various mobile platforms</p> <ul><li>Android Smart phones</li> <li>Apple iPhones</li> <li>iPad&rsquo;s or &nbsp;Tablets</li> </ul> <p><strong>Step 8: &nbsp;Monitor and Measure</strong></p> <p>This can be really simple to monitor, such as measuring how many hits the blog post receives or using Facebook Insights to measure its virality on Facebook. Other paid &nbsp;tools such as Meltwater&rsquo;s &nbsp;Social Media monitoring tool &quot;<a href="http://www.meltwater.com/products/meltwater-buzz-social-media-marketing-software/">Meltwater Buzz</a>&quot; can provide in depth statistics on &nbsp;your content&rsquo;s performance and virality.</p> <p><strong>Step 9: Repeat What Works</strong></p> <p>This is not rocket science and if an article about a certain topic is shared many times or receives a lot of hits and traffic, then create more content for that topic.</p> <p>Give them more of what they want, with the topic and media type that resonates.</p> <p>What successes and challenges have you had with your social media content?</p> <p><em>This article originally appeared on Jeff Bullas&#39; <a href="http://www.jeffbullas.com/2011/11/30/9-steps-to-compelling-contagious-content-for-your-social-media-marketing/">blog</a></em>. <em>Image by <a href="http://www.flickr.com/photos/sanofi-pasteur/">Sanofi Pasteur</a></em>.</p> <p>&nbsp;</p> http://www.pria.com.au/priablog/9-steps-to-compelling-contagious-content-for-social-media-marketing http://www.pria.com.au/priablog/9-steps-to-compelling-contagious-content-for-social-media-marketing Fri, Nov 29 2013 Turning clients into thought leaders hits Adelaide <p>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.</p> <p>Thought leadership material has a power that advertising and conventional marketing material does not, provided it is researched and written to very high standards. If it is mediocre or unconvincing, it can fall flat on its face.</p> <p>Above all, it needs to be influential &ndash; but we seem to have lost the plot a bit when it comes to the art of persuasion. What does it take to write sophisticated, persuasive copy?</p> <p><strong>Rhetoric is a vital tool</strong></p> <p>For most of Western history, from the time of the ancient Greeks, the study of rhetoric &ndash; the art of using language effectively and persuasively &shy;&ndash; was a centrepiece of education. Nowadays it is hard to find.</p> <p>So little do we know now about rhetoric that it is almost always used in the phrase &ldquo;empty rhetoric.&rdquo; It is seen as mere sound and fury, disguising a lack of good ideas, or worse still, an attempt to bamboozle us into acting wrongly.</p> <p>Yet rhetoric, in the hands of someone with important things to say, is a marvellous tool.</p> <p>When corporations generate thought leadership material, they have to overcome a number of barriers. They need to attract the attention of potential readers. They need to convince those readers that they have genuinely interesting material. And finally, they need to influence their readers by changing the way they think or act.</p> <p>That often means overcoming a lot of scepticism &ndash; and a sceptical audience is the trickiest to deal with.</p> <p><strong>Beating the confirmation bias</strong></p> <p>The success of a message is as dependent on the way it is presented as on the content. This fundamental rhetorical truth is nowadays being confirmed by neurological research into something called the confirmation bias.</p> <p>This is the tendency for people who have made up their mind about something to ignore evidence to the contrary &ndash; or even to perform the spectacular mental feat of twisting that evidence so it seems to support their own beliefs.</p> <p>There&rsquo;s a huge lesson there for communicators: regaling people with convincing facts when they are not ready for them can be seriously counterproductive.</p> <p>This doesn&rsquo;t mean that building a strong rational argument is not an important component of effective communication. You need to prove your point.</p> <p>It is no good expecting people to take what you say at face value. You need to provide facts, figures and examples, and these need to be presented in a logically convincing manner. Using detail deftly and structuring your material effectively is a vital part of persuasion.</p> <p>But first you have to get them to listen to you</p> <p>Few of us are truly convinced by logical argument alone. Most of us need appeals to our emotions as well.</p> <p>So to win people&rsquo;s hearts, to make that vital connection with them that will get them listening to you, you need to make use of a rich range of techniques, from rhetorical and literary devices to storytelling.</p> <p>By being aware of the sound and rhythm of the words we use, by tapping into the power of narrative, and by using devices like antithesis, we greatly increase our chances of influencing our readers.</p> <p>For instance, we can use metaphor, simile and analogy; these are all related literary devices &ndash; they involve comparing one thing with another.</p> <p>Peter Doherty, the Australian who won the 1996 Nobel Prize for Medicine, used a powerful metaphor when he wrote about climate change: &ldquo;The earth and its atmosphere are the cage, we are the lab rats, and if we get it wrong the first time, there will be no opportunity to repeat the study.&rdquo;</p> <p>Truly persuasive writing is a potent blend of intellectual and emotive appeal.</p> <p><em>If you would like to learn more about how to write in an engaging and influential way, you can enrol now for PRIA&rsquo;s Winning Words course in Adelaide on 10 December 2013.</em></p> <p><a href="http://www.pria.com.au/training/event/sa-winning-words-december-2013"><em><img alt="" src="/sb_cache/priablog/id/2254/f/Click here to register.jpg" style="width: 300px; height: 56px;" /></em></a></p> http://www.pria.com.au/priablog/turning-clients-into-thought-leaders-hits-adelaide http://www.pria.com.au/priablog/turning-clients-into-thought-leaders-hits-adelaide Wed, Nov 27 2013 How to make corporate content more interesting <p>It&rsquo;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. They produce reports with images of old men in suits, media releases with quotes that no one would ever say, and flyers with buzz words that mean nothing.</p> <p>Why? Because it ticks the boxes. It slides smoothly through the approval process, and it makes bosses happy. But who out there in the world cares? Speaking at the Public Relations Institute of Australia annual conference, Steve Crescenzo from the US consultancy Crescenzo Communications, points out that we are saturated with content. Corporate content is competing with content from all directions for public attention. Why would anyone watch your CFO discuss your organisation&rsquo;s quarterly financial results on YouTube when there are global news outlets producing high quality content around the clock? Not to mention all the cute cat videos out there.</p> <p>It&rsquo;s our job as communications professionals to get content noticed. This means one thing: creativity. Steve says we need to give ourselves permission to be creative. It takes courage. But the results can be astonishing.</p> <p>Here&rsquo;s an example Steve uses in his presentation. As you watch this K-Mart ad out of the US, imagine the brief: Tell customers that we now provide free shipping on our products. Yawn, right? But take a look at how they&rsquo;ve taken a risk, and come up with a humourous creative idea to sell their message. - See more at: <a href="http://www.katedorrell.com/news/developing-creative-content/#sthash.za1L8PJG.dpuf">http://www.katedorrell.com/news/developing-creative-content/#sthash.za1L8PJG.dpuf</a></p> <p>&nbsp;</p> <p><object height="315" width="450"><param name="movie" value="//www.youtube.com/v/I03UmJbK0lA?version=3&amp;hl=en_US&amp;rel=0" /><param name="allowFullScreen" value="true" /><param name="allowscriptaccess" value="always" /><embed allowfullscreen="true" allowscriptaccess="always" height="315" src="//www.youtube.com/v/I03UmJbK0lA?version=3&amp;hl=en_US&amp;rel=0" type="application/x-shockwave-flash" width="450"></embed></object></p> <p>The 19.9 million views speak for themselves.</p> <p>What&rsquo;s the difference between corporate and creative content? According to Steve, corporate content is top-down, stiff and formal, safe, uses old vehicles and focuses on policies and programs. Creative content is interactive, conversational, risky, uses new vehicles and focuses on people.</p> <p>My team tries to achieve the creative benchmarks for our clients. Here&rsquo;s an example. - See more at: <a href="http://www.katedorrell.com/news/developing-creative-content/#sthash.za1L8PJG.dpuf">http://www.katedorrell.com/news/developing-creative-content/#sthash.za1L8PJG.dpuf</a></p> <p><img alt="" src="/sb_cache/priablog/id/2252/f/Blog.jpg" style="width: 238px; height: 481px;" /></p> <p>Do we meet the criteria? Interactive. Yes. (We&rsquo;ve had 324 likes, 55 comments and 15 shares to date.) Conversational. Yes. Risky. No. New vehicles. Yes. (We used a blog and Facebook for this message.) Focuses on people. Yes. So, we are nearly there. Perhaps it&rsquo;s time to turn the risk factor up a notch.</p> <p>Do you have any good examples of &nbsp;creative content? - See more at: <a href="http://www.katedorrell.com/news/developing-creative-content/#sthash.za1L8PJG.dpuf">http://www.katedorrell.com/news/developing-creative-content/#sthash.za1L8PJG.dpuf</a></p> http://www.pria.com.au/priablog/how-to-make-corporate-content-more-interesting http://www.pria.com.au/priablog/how-to-make-corporate-content-more-interesting Wed, Nov 27 2013 5 Tactics to Engage Mid-Level Influencers for Your Brand <p><strong>Author:</strong> <a href="http://blog.grouphigh.com/">Kristen Matthews</a></p> <p><a href="http://twitter.com/KristenWords">@KristenWords</a></p> <p>Mid-level <a href="http://blog.grouphigh.com/what-is-an-influencer/">influencers</a>, sometimes also referred to as the &ldquo;power middle,&rdquo; 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.</p> <p>Think about influence and an individual&rsquo;s reach on a spectrum. All the way on the left end of the spectrum are your pure influencers. They are the people like your mom, your best friend or your significant other who are your biggest fans. Their passion comes out when talking about you which leads to them holding an influential sway over those who they talk about you to. However, they often don&rsquo;t have much reach so this influence doesn&rsquo;t often go very far.</p> <p>All the way on the right end of the spectrum are the individuals who have a lot of reach. They are people like celebrities who, with one tweet, can spread awareness of your brand to millions of people. However, their audience isn&rsquo;t there to learn about your brand and their high reach doesn&rsquo;t usually lead to action.</p> <p><img alt="" src="/sb_cache/priablog/id/2250/f/Spectrum.png" style="width: 480px; height: 121px;" /></p> <p>The most powerful tactic for your brand is to target and align with those who fall right in the middle of the spectrum&mdash;the mid-level influencer&mdash;who has the perfect balance of influence and reach. Mid-level influencers are primarily made up of bloggers, active social media users and your brand&rsquo;s biggest fans.</p> <p>More and more brands are realizing the power of the mid-level influencer and have seen success in reaching out to them and forming a relationship. From Proctor and Gamble sending influential moms free household goods in hopes for a mention to American Apparel using fashion bloggers as models for one of their catalogues &mdash;big brands are getting the &ldquo;middle people&rdquo; to talk and its working.</p> <p>Are you ready to engage with mid-level influencers for your brand? Here are 5 ways to make it happen.</p> <p><strong>Be a Twitter Creeper</strong></p> <p>A mid-level influencer for your brand actively engages in topics that pertain to your brand. By using a social media monitoring platform (I use HootSuite) you can not only identify mentions of your brand but also tune in to conversations surrounding all of the keywords you associate with your brand.</p> <p>For example, I follow blogger outreach and influencer marketing hashtags which allows me to join in the conversations and posts that go up using these tags. By doing so, I&rsquo;ve gotten post ideas and then shared them using these hash tags which has attracted a few influencers to me and they&rsquo;ve shared my words with their own networks.</p> <p><strong>&nbsp;Blogger Outreach</strong></p> <p>It&rsquo;s arguable that bloggers are the strongest spoke in the wheel of influencers. Technorati put out research stating that 86% of influencers are bloggers. BlogHer&rsquo;s <a href="http://www.slideshare.net/BlogHer/2012-social-media-final-v2?ref=http://www.blogher.com/women-and-social-media-2012">research</a> shows that 81% of the online U.S. population trusts information and advice they get from bloggers.</p> <p><a href="http://mccom.com/">M/C/C</a> used <a href="http://www.grouphigh.com/customer-case-studies/chuck-e-cheeses-takes-family-entertainment-to-a-new-level-with-blogger-outreach/">blogger</a> outreach to harness the power of &ldquo;mom bloggers,&rdquo; one of the most sought after groups of mid-level influencers to grow Chuck E. Cheese&rsquo;s social media presence and promote their gluten-free pizza. In fact, a few campaigns were done purely through social media and blog posts by the mom blogs that Chuck E. Cheese&rsquo;s formed relationships with.</p> <p>One of many bonuses that comes with blogger relationships is that bloggers tend to almost always also be on a variety of other social media outlets in order to promote their blog to success. Thus, by targeting bloggers, marketers are also often targeting active tweeters and Facebook posters.</p> <p>Locating blogs that are a good fit for your brand can pose as a challenge. While the first priority should be finding blogs that are a very specific contextual fit, locating different social media followers and SEO metrics can be timely. You&rsquo;ll find that picking a blogger outreach tool like <a href="http://www.grouphigh.com/">GroupHigh</a> is worth its cost in time saved!</p> <p><strong>Enlist Your Customers</strong></p> <p>Happy customers are some of your most influential brand advocates. Part of a good content marketing strategy includes engaging with current customers with surveys and other forms of customer feedback. So, you should be able to easily identify a good list of customers who you can empower as brand advocates. Here are some ways to take their customer happiness a step farther and propel your content marketing strategy forward:</p> <ul><li>If the fit is there, ask them to co-create content with you.</li> <li>Ask them to be part of a case study about how they use your brand.</li> <li>Empower with great content so that they will want to share it with their own networks. This can be through information you give them or a post that you write.</li> <li>Incentivize them to create their own content that mentions your brand. Consumers trust posts from actual users of a product or a service way more than they trust posts from the brand itself.</li> </ul> <p>Whenever I think about companies using their customers to propel their brand, Starbucks always comes to mind. They have a program called <a href="http://www.starbucks.com/coffeehouse/learn-more/my-starbucks-idea">&ldquo;My Starbucks Idea&rdquo;</a> where customers share their ideas and vote on the ideas they like. Starbucks then implements popular customer generated ideas. This is a win-win because these customers are going to become advocates now that they feel part of the brand and Starbucks gets free ideas!</p> <p><strong>Harness Advocacy</strong></p> <p>Ford is running an interesting promotion that harnesses advocacy for their brand. Their <a href="http://www.fiestamovement.com/">Fiesta Movement</a> program is enlisting fans to apply and the 100 chosen ones will get to drive their 2014 Fiesta before the rest of the world. These &ldquo;chosen ones&rdquo; are expected to generate a ton of content about their experience with the car. I have a feeling they are going to see good results.</p> <p>Besides running promotions like Ford&rsquo;s, it&rsquo;s crucial to keep the advocates you already have happy so they keep the company love coming. Acknowledge their work on social media or even a blog post.</p> <p>I&rsquo;ve seen companies do anything from sending free items to hosting VIP events for their top advocates. My company has given free previews of upcoming features of our software. This has gone over phenomenally and makes these customers feel like they are part of the team. Not to mention their feedback is valuable to the evolution and success of our product.</p> <p><strong>Cater to the Narcissism that is Social Media</strong></p> <p>Part of the reason that social media has become so huge is that it serves as an ego boost. Who doesn&rsquo;t like to see their words retweeted, shared, liked, pinned, linked to or plus oned? By stroking a few egos, you may see more engagement and positive mentions of your brand.</p> <p>ModCloth&rsquo;s social media team does a great job of encouraging and sharing <a href="http://www.dmnews.com/modcloths-fashionably-fabulous-multichannel-approach/article/231448/">fan generated content</a>. Their customers often tweet pictures of themselves in ModCloth&rsquo;s clothing and the social media team tweets back compliments. This encourages a lot of social sharing of their fashion looks.</p> <p>Don&rsquo;t forget that social media users and bloggers love to be one of the first people to share some awesome news or a cool new product in their niche. Use this to your advantage and empower them with inside information, a preview of something new about your company, etc. that you make available only to a select few influencers.</p> <p>Twitter creeping, blogger outreach, keeping customers happy, empowering advocates and constantly adjusting social media strategies has my week filled to the brim. But, it works.</p> <p><em>Do you have any additional strategies when it comes to engaging and targeting the mid-level influencer for your brand?</em></p> <p><em>Kristen Matthews is a writer and content marketer based out of Boulder Coloardo. </em></p> http://www.pria.com.au/priablog/5-tactics-to-engage-mid-level-influencers-for-your-brand http://www.pria.com.au/priablog/5-tactics-to-engage-mid-level-influencers-for-your-brand Tue, Nov 26 2013 Secrets of persuasive writing to arrive in SA <p>A great deal of what we write is intended to persuade people to think or act as we want them to. And yet we seem to have lost the plot a bit when it comes to the art of persuasion.</p> <p>For most of Western history, from the time of the ancient Greeks, the study of rhetoric &ndash; the art of using language effectively and persuasively &shy;&ndash; was a centrepiece of education. Nowadays it is hard to find.</p> <p>As Jay Heinrichs writes in his book <em>Winning Arguments: from Aristotle to Obama &ndash; everything you need to know about the art of persuasion</em>: &ldquo;What a thing to lose. Imagine stumbling upon Newton&rsquo;s law of gravity and meeting face-to-face with the forces that drive the universe.&rdquo;</p> <p>So little do we know now about rhetoric that it is almost always used in the phrase &ldquo;empty rhetoric.&rdquo; It is seen as mere sound and fury, disguising a lack of good ideas, or worse still, an attempt to bamboozle us into acting wrongly.</p> <p>Yet rhetoric, in the hands of someone with important things to say, is a marvellous tool.</p> <p><strong>Coping with a sceptical audience</strong></p> <p>Often, our readers are less than eager to be persuaded by us. If they were, they wouldn&rsquo;t take much persuading.</p> <p>There are all sorts of reasons they might be resistant to your messages; perhaps they feel manipulated, don&rsquo;t see why they should listen to you, or just don&rsquo;t want to believe what you are telling them.</p> <p>The success of a message is as dependent on the way it is presented as on the content. This fundamental rhetorical truth is nowadays being confirmed by intriguing neurological research.</p> <p>In 2004, researchers at Emory University in the United States had the remarkable experience of actually seeing something called the confirmation bias at work in their subjects&rsquo; brains.</p> <p>The confirmation bias is the tendency for people who have made up their mind about something to ignore evidence to the contrary &ndash; or even to perform the spectacular mental feat of twisting that evidence so it seems to support their own beliefs.</p> <p>The researchers used brain scans on 15 strong Republican and 15 strong Democratic supporters during the 2004 presidential campaign between George W. Bush and John Kerry. Each was presented with blatantly self-contradictory statements by the candidates they supported.</p> <p>The researchers watched intrigued as they saw the reasoning parts of their brains staying inactive while emotional circuits lit up and pushed aside the contradictions, leaving the subjects even more committed to their chosen parties!</p> <p>In his book The Secret Language of Leadership, Stephen Denning, a world authority on the persuasive power of storytelling, underlines the serious implications of the confirmation bias for leaders who try to change a cynical audience by simply wading in with reasons as to why they should change.</p> <p>He writes: &ldquo;If a leader offers reasons at the outset of a communication to such an audience, the maneuver will likely activate the confirmation bias and the reasons for change will be reinterpreted as reasons not to change. This occurs without the thinking part of the brain being activated ...&rdquo;</p> <p>There&rsquo;s a huge lesson there for communicators: regaling people with convincing facts when they are not ready for them can be seriously counterproductive.</p> <p><strong>You need to win people&rsquo;s minds</strong></p> <p>This doesn&rsquo;t mean that building a strong rational argument is not an important component of effective communication. You need to prove your point.</p> <p>It is no good expecting people to take what you say at face value. You need to provide facts, figures and examples, and these need to be presented in a logically convincing manner. Using detail deftly and structuring your material effectively is a vital part of persuasion.</p> <p>But few of us are truly convinced by logical argument alone. And even fewer will be moved by facts alone to go out and act on their convictions. Most of us need appeals to our emotions as well.</p> <p>I&rsquo;m not saying that emotional appeals have to be illogical. They do not have to override reason, but can work with it to get action.</p> <p><strong>You must win their hearts before they will listen to you</strong></p> <p>So to win people&rsquo;s hearts, to make that vital connection with them that will get them listening to you, you need to make use of a rich range of techniques, from rhetorical and literary devices to storytelling.</p> <p>By being aware of the sound and rhythm of the words we use, by tapping into the power of narrative, and by using devices like antithesis, we greatly increase our chances of influencing our readers.</p> <p>For instance, we can use metaphor, simile and analogy; these are all related literary devices &ndash; they involve comparing one thing with another.</p> <p>They have enormous power to bring ideas to life for readers, to turn the dry and complex into vivid and motivating images. While in his prime, heavyweight boxing champion Muhammad Ali used simile very effectively to praise his own prowess: &ldquo;Float like a butterfly, sting like a bee.&rdquo; That wonderful use of language lives on as much as the memory of his boxing feats.</p> <p>Truly persuasive writing is a potent blend of intellectual and emotive appeal.</p> <p><strong>Tony Spencer-Smith is presenting his advanced writing course Winning Words for PRIA in Adelaide on 10 December 2013. &nbsp;He is a corporate writer and writing trainer based in Sydney. His editorial consultancy Express Editors (www.expresseditors.com) works with blue-chip corporations and government and not-for-profit organisations. His book The Essentials of Great Writing was published in Sydney in 2009. Tony is also an award-winning novelist and has been Editor-in-Chief of Reader&rsquo;s Digest magazine as well as a senior newspaper journalist. To book for Tony&#39;s workshop just click below.</strong></p> <p><a href="http://www.pria.com.au/training/event/sa-winning-words-december-2013"><strong><img alt="" src="/sb_cache/priablog/id/2256/f/Click here to register.jpg" style="width: 300px; height: 56px;" /></strong></a></p> http://www.pria.com.au/priablog/secrets-of-persuasive-writing-to-arrive-in-sa http://www.pria.com.au/priablog/secrets-of-persuasive-writing-to-arrive-in-sa Mon, Nov 25 2013 How Bloggers Are Reshaping PR and Digital Marketing Strategies <p><strong>Author: </strong><a href="http://blog.grouphigh.com/">Kristen Matthews</a></p> <p><a href="https://twitter.com/KristenWords">@KristenWords</a></p> <p>With outbound tactics peeling away and word of mouth dominating &ldquo;what works,&rdquo; brands are itching to get product placement and reviews on the best blogs.</p> <p>Let&#39;s take a look at a few ways bloggers have reshaped the way we do things.</p> <p><strong>Their Role in Word of Mouth Marketing</strong></p> <p>Consumers no longer want to hear from brands anymore, they want to hear from other consumers for a recommendation and bloggers are a key part in B2I2C. (Business to Influencer to Consumer)</p> <p>Just take a look at some of the stats:</p> <ul><li>Influencers are most active on blogs&mdash;86% have a blog</li> <li>81% of the online population trusts information and advice they get from bloggers</li> <li>61% of the online population has made a purchase based on a recommendation from bloggers</li> </ul> <p><strong>Targets are Niche Based not Genre</strong></p> <p>When PR pros reached out to traditional journalists, they were reaching out to people who covered a much broader area whereas bloggers write about very specific topics.</p> <p>A blogger&rsquo;s audience comes to them and follows them to stay up to date, inspired or educated on a very specific topic and a brand mention that doesn&rsquo;t fit snugly within that niche sticks out like a sore thumb.</p> <p>Finding niche bloggers is a lot more involved and time consuming than consulting a traditional media data base of contacts. Hence the popularity of blogger outreach tools within the last few years.</p> <p>If you&rsquo;re a <a href="http://www.grouphigh.com/">GroupHigh</a> user, the &ldquo;post content filter&rdquo; is very useful in finding bloggers by targeted topics.</p> <p>Because I work best with examples: I&rsquo;m promoting a brand of premium paint and want to do a campaign where I have bloggers repaint their living rooms with my paint. Well, I wouldn&rsquo;t reach out to all DIY and home d&eacute;cor bloggers because some never write about painting&mdash;they may only write about furniture. Some write about DIY out of recyclables, others write about projects to do with your kids, and others cover the niche of frugal decor and my paint isn&rsquo;t cheap.</p> <p>Thus I&rsquo;d want to research bloggers who focus not just on DIY and home decor but DIY and home decorating that at least occasionally include painting tips or inspiration in their posts. I would also want to make sure I eliminate the bloggers who write about DIY for people on a budget because that would not be my target audience.</p> <p><strong>Amplified Messaging</strong></p> <p>With the access everyone has to social media and how quickly digital words can spread, everything a blogger says&mdash;fantastic or awful&mdash;gets amplified. Through social media sharing and re sharing and their recommendations and lack thereof in their posts.</p> <p>Even a &ldquo;bad pitch&rdquo; now gets publicized and spread around all over Twitter and inserted in to blog posts so a word of caution there!</p> <p><strong>More Personalization</strong></p> <p>From the pitch you send to your bloggers to the content that they create for their audience&mdash;it&rsquo;s all super targeted and personalized.</p> <p>Bloggers respond better to personalized pitches that show that you have read their blog.</p> <p>They are also creating content personalized for a targeted audience of your buyer personas so the &ldquo;personal touch&rdquo; you put in your pitch and blogger communication will be reciprocated with some fantastic posts recommending your brand.</p> <p><strong>Mid-Level works</strong></p> <p>Many brands are seeing success by pitching a higher volume of <a href="http://blog.grouphigh.com/5-tactics-to-engage-mid-level-influencers-for-your-brand/">mid-level influencers</a>, often in the form of bloggers, than &ldquo;super influencers&rdquo; like celebrities.</p> <p>Consider a few bits of information found from a <a href="http://therealtimereport.com/2013/03/20/power-middle-influencer-marketing-campaigns-drive-16x-engagement-of-paid-or-owned-media/">study done by Social Chorus</a>. Working with 100-300 mid-level influencers, brands found that they got 16 times higher engagement rates than working with a small number of higher status influencers.</p> <p><strong>It&rsquo;s a Gray World</strong></p> <p>Working with traditional journalists followed a very black and white process and set of rules.</p> <p>Bloggers don&rsquo;t have these rules. No one is requiring they adhere to a strict code of ethics or editorial schedule. They call the shots.</p> <p><strong>Opt-In Network Power</strong></p> <p>Because bloggers are an opt-in network, their audiences tend to be very engaged and loyal.</p> <p>Bloggers know they would not be successful without their followers so they tailor their posts to them and engage with them. This causes a relationship of extreme loyalty which means a brand mention causes more action than awareness.</p> <p><em>Kristen Matthews is a writer and content marketer based out of Boulder Coloardo. </em></p> http://www.pria.com.au/priablog/how-bloggers-are-reshaping-pr-and-digital-marketing-strategies http://www.pria.com.au/priablog/how-bloggers-are-reshaping-pr-and-digital-marketing-strategies Fri, Nov 22 2013 Not-for-profits: What is your social media response time? <p><span style="font-size: 1.1em; line-height: 1.5em;">There have been some interesting examples of social media best </span>practice<span style="font-size: 1.1em; line-height: 1.5em;"> doing the rounds lately. A recent example was <a href="http://www.buzzfeed.com/scottybryan/this-is-the-best-twitter-conversation-you-will">this one</a>, a Twitter conversation involving </span>Tesco<span style="font-size: 1.1em; line-height: 1.5em;"> Mobile and some of their followers with a range of other organisations such as Yorkshire Tea, </span>Jaffa<span style="font-size: 1.1em; line-height: 1.5em;"> Cakes and Cadbury joining the discussion. It was fun, spontaneous and showed that the brands involved (or the people representing them) have playful personalities rather than sticking with a vanilla corporate voice. However, they did this while continuing to communicate their brands&rsquo; key messages. Another great article is by David Moth that highlighted <a href="http://econsultancy.com/au/blog/63744-five-examples-of-charities-with-excellent-twitter-feeds?utm_campaign=blogtweets&amp;utm_medium=socialnetwork&amp;utm_source=twitter">five examples of excellent charity Twitter feeds</a>. &nbsp;&nbsp;</span></p> <p>The most important characteristics common to the examples cited in these articles are timeliness and freedom. &nbsp;If my PhD research coupled with my experience working in the not-for-profit sector has shown me anything, it&rsquo;s that time and freedom are often in short supply. Here are some reasons to push for social media timeliness and freedom at your not-for-profit organisation.</p> <p><strong>Timeliness</strong></p> <p>Success using social media can depend on how quickly you respond to the people who are trying to interact with you.&nbsp; Responding in a timely manner shows your followers that your organisation is present, listening and that they value the people trying to engage with them. Being unresponsive on social media is like going to a party, sitting next to someone and asking them a question and being ignored. Responding too late is like that same person walking up to you at the end of the party, (or even days later) with your answer. It just doesn&rsquo;t make sense. The moment to connect has passed.</p> <p>Of course it&rsquo;s difficult to answer instantaneously. Who has the time and the resources to lie in wait for a question or a mention of your organisation on social media, so that you can pounce the second after receiving it? It&rsquo;s a great idea to use monitoring websites such as <a href="https://hootsuite.com/">Hootsuite</a> and <a href="https://about.twitter.com/products/tweetdeck">Tweetdeck</a> so that you can be alerted when someone mentions your organisation. If you don&rsquo;t have the time or resources to respond quickly, it&rsquo;s also a good idea to manage the expectations of your followers.</p> <p>Thanks to technology we live in a 24/7 society, and as the speed of social media increases, its users&rsquo; expectations increase just as quickly. If you can only respond between certain times, please make this clear to your followers. My research has found that organisations have very different ideas of &lsquo;timeliness&rsquo;. &nbsp;Most of the organisations in my study respond during business hours only. Some respond within three hours, for others it is 12 hours, others within 48 and others only when they can. My research has also suggested that those organisations that have the resources to devote to social media have seen a noticeable increase in followers and engagement as a result. However, what direct influence this has had on donations, volunteerism and/or support rates is still to be determined. That is another blog post. In short, manage expectations and respond as soon as you can.</p> <p><strong>Freedom</strong></p> <p>Some of the best exchanges involving organisations on social media occur because the people representing them have the freedom to use their initiative and respond how they see fit. This can be very scary for an organisation that is used to running any communication through a multi-layered approval process. There needs to be a balance. Obviously you wouldn&rsquo;t allow someone with limited experience in public relations and social media full reign on your social media profiles, but holding back an experienced practitioner with social media skills due to an unnecessary approval process will slow your organisation down.&nbsp;</p> <p>Many of the organisations in my study place varying degrees of trust in those responsible for social media to respond to posts appropriately. However, at times there can be disagreement from different areas within the organisations about their decisions. You can&rsquo;t please everyone all of the time. And, in terms of crises and issues playing out on social media, it is always wise to seek advice from senior management to cover your back, but this also needs to be turned around very quickly. <a href="http://www.probonoaustralia.com.au/news/2013/08/social-media-tough-internal-sell-nfps">My study has found</a> that this is an area for improvement in many organisations.</p> <p>I am interested to hear what your organisation&rsquo;s social media response times are and your thoughts on the issue. Are you free to converse with your organisation&rsquo;s followers or are there approval processes in place that must be followed before you can post?</p> <p><em>Karen welcomes consultancy opportunities within the not-for-profit sector.</em></p> <p><strong>By Karen&nbsp;Sutherland&nbsp;MPRIA,&nbsp;Monash&nbsp;University</strong></p> <p><strong>T:&nbsp;@kesutherland777</strong></p> <p><strong>L: au.linkedin.com/in/karenesutherland/</strong></p> http://www.pria.com.au/priablog/not-for-profits-what-is-your-social-media-response-time http://www.pria.com.au/priablog/not-for-profits-what-is-your-social-media-response-time Wed, Nov 20 2013 Day three and it's a wrap - PRIA National Conference <p><span style="font-size:12px;"><span style="line-height: 1.5em;">PRIA&rsquo;s Registered </span>Consultancy<span style="line-height: 1.5em;"> Groups (</span>RCG<span style="line-height: 1.5em;">) kicked off the final day with their breakfast session on &lsquo;innovation&rsquo;. Two leading communications agencies; </span>n2n<span style="line-height: 1.5em;"> communications and </span>PPR<span style="line-height: 1.5em;"> WA shared invaluable insights on how they run their agencies in the modern evolving environment. </span>n2n&rsquo;s<span style="line-height: 1.5em;"> Jamie </span>Verco<span style="line-height: 1.5em;"> spoke about the importance of hiring the right staff, while </span>PPR&rsquo;s<span style="line-height: 1.5em;"> Peter Harris discussed growing your agency and choosing whether it&rsquo;s the right thing to do.</span></span></p> <p>Inside the C-Suite was how the last day of main proceedings started out. Leigh McClusky grilled panellists on how decision makers see the role of PRs.&nbsp; Themes touched on the day before again came the fore with the panel siting that PR professionals are often brought into key decision making, especially around a crisis.</p> <p>The day quickly moved into the digital space and focussed very heavily on the importance of capturing, analysing and using data to get messages to the right audience. From Wikipedia to University of South Australia, eBay to Social@Ogilvy, speakers had excellent advice and information to give delegates around how the digital space is evolving and the importance of up-skilling to stay ahead of the curve.</p> <p>Insights included:</p> <p>Douglas Nicol, The Works</p> <ul><li>If you have a good story, good product then don&rsquo;t be fearful of social media</li> <li>Most common Instagram posts, in order, are; food, portrait, artistic, scenic, weird shit</li> <li>On Instagram, brands doing it well are those who are posting authentic, real, beautiful shots e.g. Sharpie, Brisk</li> <li>For more stats on how Australian&rsquo;s are using social media go to <a href="http://datafication.com.au/instagram/">http://datafication.com.au/instagram/</a></li> </ul> <p>Yianni Konstantopoulos, Social@Ogilvy</p> <ul><li>New social tools and media have disrupted whole industries</li> <li>Keep content relevant, timely and light weight</li> <li>Content is moving much more visual &ndash; vine, slideshare, Pinterest, Instagram, Tumblr, Snapchat</li> <li>Digital allows you to test and learn</li> </ul> <p>Inside the not-for-profit sector - how to establish and build influence as a NFP delved into the gender balance question with Shirley Randell, SRIA Rwanda Ltd who highlighted that Rwanda is the only country with a majority female parliament. Moderator: Gerry McCusker interviewed with:&nbsp; Warwick Ponder, eftpos to get the corporate angle on what they want from NFPs. eftpos&rsquo; &lsquo;GiveBack campaign&rsquo; supplies two million dollars to NFPs who can show that they influence communities. Elise Meakin, RSPCA shared her thoughts on having a voice and how you shouldn&rsquo;t be afraid to use it.<span style="font-size: 1.1em; line-height: 1.5em;">&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;&nbsp;</span></p> <p>Naomi Simson of RedBalloon lightened the mood as she used self-deprecating wit to charm the audience and show what success looks like to her.</p> <p>The day rounded off with Leigh McClusky, Warren Kirby, Weick Australia and Graham Archer, Today Tonight discussing how PRs should communicate with the media.&nbsp; A controversial but honest discussion gave interesting insights into the complex relationships between journos and PRs following Wieck&rsquo;s recent survey release.</p> <p>The day was adjourned and delegates either hurried off to catch planes back home or stayed for a glass of champagne and some Haigh&rsquo;s chocolate bashing from a larger-than-life block of yummy chocolate.</p> <p>The conference was an astounding success, bringing together the best in Australia and the world to reflect on the changes that are taking place within our industry and looking to the challenges that lie ahead. We can&rsquo;t wait to do it all again next year and the million dollar question was &lsquo;which state could follow this?&rsquo;</p> <p>The Public Relations Institute of Australia thanks everyone for their contribution in making this event a successful one. A special thank you goes to our speakers and sponsors who facilitated the successful coming together of the Australian public relations and communications industry. Shout out as well to our fantastic social media squad who covered the event on twitter and made the #PRIA2013 hashtag a trending topic in Adelaide, Melbourne, Sydney and Perth, gaining exposure of over 4 million people generated by 150 contributors and reaching over 220,000 Twitter accounts.</p> <p><strong>Photos</strong></p> <p>Day one - <a href="https://www.facebook.com/media/set/?set=a.10151702476812735.1073741848.98249237734&amp;type=3">Master Class in the Barossa Valley&nbsp;and Fellows Dinner</a></p> <p>Day two - <a href="https://www.facebook.com/media/set/?set=a.10151705361217735.1073741850.98249237734&amp;type=3">Conference day one</a></p> <p>​Day two - <a href="https://www.facebook.com/media/set/?set=a.10151702494487735.1073741849.98249237734&amp;type=3">Golden Target Awards</a></p> http://www.pria.com.au/priablog/day-three-and-its-a-wrap---pria-national-conference http://www.pria.com.au/priablog/day-three-and-its-a-wrap---pria-national-conference Tue, Nov 19 2013 Day two in Adelaide for the PRIA National Conference <p>Our AGM kicked off proceedings on day one of the conference in the Riverbank Room at the Adelaide Convention Centre. There were some strong discussions around changes in management over the past twelve months and the strategic direction of organisation.</p> <p><a href="www.facebook.com/media/set/?set=a.10151702494487735.1073741849.98249237734&amp;type=3"><img alt="" src="/sb_cache/priablog/id/2236/f/Rob Flaherty.JPG" style="width: 200px; height: 150px; margin: 9px; float: right;" /></a>Over 250 PR and communications professionals then joined AGM attendees at 9am for the kick-off of the plenary session. The President of SA State Council for PRIA, Leigh McClusky and PRIA National President, Terri-Helen Gaynor gave a great introduction to the day&rsquo;s proceedings.</p> <p>The keynote for the day was delivered by Rob Flaherty, CEO of Ketchum in the US who lit up the room with his insights, wisdom and high-level look into the PR and wider creative industries. From reading a tongue in cheek obituary of the PR industry if we, as PR professionals, fail to seize opportunities, to practical case studies including <a href="http://t.co/wYmboMjIBR">Dumb ways to die</a>, <a href="http://www.youtube.com/watch?v=Uu3BOK5yN5o">Farmland</a>, <a href="http://www.youtube.com/watch?v=pgZgQMQxWFU">Lefax</a> and <a href="http://www.youtube.com/watch?v=ad0pmqrb5wM">Hot Wheels</a>, he provided invaluable insights into the future of PR.</p> <p>The day moved into crisis communications with Cheryl Fiandaca, from the Boston Police Department, who was live streamed from Boston to talk about the Boston Bombings.&nbsp; Footage of the bombings and the aftermath silenced the room with the horrific happenings that unfolded that day and how Boston PD became the one true source of information throughout the ordeal. Twitter was the key in disseminating real-time and trusted information to its publics.&nbsp; When the suspect was finally captured the tweet from Boston PD was shared over 140,000 times. Both Patricia Swann from Utica College Boston and Andrew Edwards from the SES also discussed their unique perceptions around the skill of communicating in crisis situations from a global to a local perspective.</p> <p>A huge thanks to all our tweeters who helped get #PRIA2013 trending not only in Adelaide but across Australia over the past two days (pictured right). If you want to catch any photos from the opening two days just click here;</p> <p>Day one <a href="http://www.facebook.com/media/set/?set=a.10151702476812735.1073741848.98249237734&amp;type=3">photos</a></p> <p>Day two <a href="http://www.facebook.com/media/set/?set=a.10151702494487735.1073741849.98249237734&amp;type=3">photos</a></p> <p><img alt="" src="/sb_cache/priablog/id/2238/f/Screen Shot 2013-11-19 at 11.24.05 AM.png" style="width: 200px; height: 160px; margin: 9px; float: right;" />Andrew Parker, Qantas, Group Executive Government and International Affairs continued discussing universal truths of government relations for large corporates, talking about his experiences at both Qantas and Emirates.</p> <p>After lunch the delegates split into two separate sessions which covered:</p> <ul><li>Creative agencies and PR agencies battling it out for the client dollar, featuring Publicis Mojo&rsquo;s Joe Pollard, mUmBRELLA&rsquo;s Tim Burrows and Red Agency&rsquo;s James Wright</li> <li>Tackling behavioural change at the NRL with Macquarie University&rsquo;s Professor Catharine Lumby</li> <li>CEO communications with ING Direct&rsquo;s Vaughn Richtor</li> <li>Copyright laws with Finlayson&rsquo;s John MacPhail</li> </ul> <p>Steve Cresenzo finished up the info-packed day brilliantly with a hilarious, touching, informative and highly motivating 1.5hr session using real-life case studies and practical examples of how to take dry, unengaging, over-regulated corporate content and turn it into stories to inspire audiences to read, watch and listen. His message was simple &lsquo;do less, do it better&rsquo;, which saw the room in hysterics with his &lsquo;content is king&rsquo; mantra. Sales of Cosmopolitan Magazine might go through the roof after this session.</p> <p>Monday night and day one of the main conference came to a dramatic close with the 2013 PRIA National Golden Target Awards at the National Wine Centre.</p> <p><img alt="" src="/sb_cache/priablog/id/2242/f/Screen Shot 2013-11-19 at 12.34.53 PM.png" style="width: 480px; height: 99px;" /></p> <p>Guests arrived under the amazing sunset of the Adelaide skyline and yet again we were spoilt with some fabulous weather. Tomich Wines supplied the well-deserved wine for the evening and guests enjoyed their entr&eacute;e before the official proceedings began.</p> <p><img alt="" src="/sb_cache/priablog/id/2244/f/Screen Shot 2013-11-19 at 11.24.16 AM.png" style="width: 200px; height: 163px; margin: 9px; float: right;" />CEO of Ogilvy Public Relations Worldwide Kieran Moore welcomed guests to the venue and explained the reasons behind her taking on the role of Chair of the GTAs. She discussed the changes to entry and how the awards will be reviewed on an ongoing basis. Official Master of Ceremonies for the awards proceedings was Ten News&rsquo; Mark Aiston who brought his own charisma and charm to the evening.</p> <p>Awards on the night were presented by GTA Chair Kieran Moore, PRIA National President Terri-Helen Gaynor, PRIA CEO Catriona Barry and UTS Professor Jim McNamara. The big gongs of the evening went to;</p> <div><span style="font-size:12px;"><strong>Health Organisations</strong></span></div> <div><span style="font-size:12px;">Michelle Hutton, Edelman &ndash;Shaping the Future of Diabetes Management in Australia</span></div> <div>&nbsp;</div> <div><span style="font-size:12px;"><strong>PR Consultancy of the Year</strong></span></div> <div><span style="font-size:12px;">Vanessa Liell, n2n Comms</span></div> <div>&nbsp;</div> <div><span style="font-size:12px;"><strong>Campaign of the Year</strong></span></div> <div><span style="font-size:12px;">Rachel White, Red Agency &ndash; Most Powerful Arm Ever Invented</span></div> <div>&nbsp;</div> <p><span style="font-size: 1.1em; line-height: 1.5em;">A full list of the winners from the night can be found below.</span></p> <div><span style="font-size:12px;"><strong><span style="line-height: 1.5em;">Government Sponsored Campaigns</span></strong></span></div> <div><span style="font-size:12px;">Clare Collins, Insight Communications &ndash; &lsquo;Don&rsquo;t Play Renovation Roulette&rsquo;</span></div> <div>&nbsp;</div> <div><span style="font-size:12px;"><strong>Public Affairs</strong></span></div> <div><span style="font-size:12px;">Claire O&rsquo;Rourke, Essential Media Communications &ndash;Every Australian Counts Campaign for NDIS &ndash; &lsquo;Make it Real&rsquo;</span></div> <div>&nbsp;</div> <p><strong>Community Relations</strong><br /> Steve Dangerfield, SA Water &ndash; &lsquo;North South Interconnection System Project&rsquo;</p> <p><strong>Internal/Change Management Communication</strong><br /> Sharon Heaps, Leighton Contractors &ndash; &lsquo;Celebrating NAIDOC Week 1-8 July 2012&rsquo;</p> <p><strong>Consumer Marketing</strong><br /> Raffaele D&rsquo;Alisa, Saunders &amp; Co PR &ndash; &lsquo;Pantene Beautiful Lengths Program&rsquo;</p> <p><strong>Sustainability &amp; Corporate Social Responsibility</strong><br /> Douglas Pye, Phillips Group &ndash; &lsquo;QGC Road Aware&rsquo;</p> <p><strong>Health Organisations</strong><br /> Michelle Hutton, Edelman &ndash;&lsquo;Shaping the Future of Diabetes Management in Australia&rsquo;</p> <p><strong>Low Cost / Pro Bono</strong><br /> Rachel White, Red Agency &ndash;&lsquo;Most Powerful Arm Ever Invented&rsquo;</p> <div><span style="font-size:12px;"><strong>Emerging PR Professional of the Year</strong></span></div> <div><span style="font-size:12px;">Belinda Newman, PPR</span></div> <div>&nbsp;</div> <div><span style="font-size:12px;"><strong>PR Consultancy of the Year</strong></span></div> <div><span style="font-size:12px;">Vanessa Liell, n2n Comms</span></div> <div>&nbsp;</div> <div><span style="font-size:12px;"><strong>In-house PR Team of the Year</strong></span></div> <div><span style="font-size:12px;">Eva Ford-Murphy, Leighton Contractors Corporate Affairs and Communication</span></div> <div>&nbsp;</div> <div><span style="font-size:12px;"><strong>PR Educator of the Year</strong></span></div> <div><span style="font-size:12px;">Gywenth Howell, University of Western Sydney</span></div> <div>&nbsp;</div> <div><span style="font-size:12px;"><strong>Campaign of the Year</strong></span></div> <div><span style="font-size:12px;">Rachel White, Red Agency &ndash; &lsquo;Most Powerful Arm Ever Invented&rsquo;</span></div> <div>&nbsp;</div> <p><span style="font-size: 1.1em; line-height: 1.5em;">On to day three, to soak up more information, best </span>practice<span style="font-size: 1.1em; line-height: 1.5em;"> and great food at Adelaide Convention Centre.</span></p> <p>Written by Jenny Hassam, <a href="http://www.rhetoriccommunications.com">www.rhetoriccommunications.com</a> and Neil O&rsquo;Sullivan, PRIA</p> http://www.pria.com.au/priablog/day-two-in-adelaide-for-the-pria-national-conference http://www.pria.com.au/priablog/day-two-in-adelaide-for-the-pria-national-conference Tue, Nov 19 2013 Inside a crisis at #PRIA2013 National Conference <p>The Boston Police Department is a global leader in the social media sphere. They use social media as a means for communicating reliable information with their followers and the wider public. They have between 250 and 300,000 hits on their blog per month, 266,000 Twitter followers and a Klout score of 74 - as well as being one of the most influential police departments on Twitter. They know that social media can be used to directly affect individuals and other organisations by providing them with accurate and timely information, especially important during a crisis.<br /> <br /> This was heightened during the Boston marathon bombings, when they jumped right in and began communicating real-time information with the public. Their social media sites, with a focus on Twitter, exploded with people sharing information and connecting with others, and media outlets looking direct to them to source their news and sharing it with the world.<br /> <br /> Cheryl Fiandaca from the Boston PD gave PRIA Conference goers a behind-the-scenes look at how they handled the crisis. Social media helped to spread their messages fast and clear. Over five days, 148 tweets were sent with information surrounding the crisis. They posted a photo of the suspect and called for action from the community - it received 15,000 retweets. Then they posted an update that the suspect had finally been captured, it received 142,000 retweets.<br /> <br /> Boston PD engaged the public with real-time accurate and reliable messages and developed emotional connections with a focus on the human touch. They became the front runners in communicating up to date information: they were looked to to provide this, by both the public and media; the community waited for them to tweet rather than drawing their own conclusions; they were a trusted and reliable source of information; and, in this crisis, they became a human organisation, showing a great deal of empathy and understating. It was a two-way communication opportunity, accurate and reliable.<br /> <br /> The community was on board - and so was Boston PD. Cheryl told us that once they realised they were the one leading the pack, they knew they had to remain so. She stressed the importance of internal and external communication and developing a plan to implement as soon as a crisis hits.<br /> <br /> This was reiterated by Andrew Edwards of the South Australian State Emergency Service (SES) who made a controversial statement saying that building a resilient and well prepared community to have plans in place before a crisis hits is more important than the response by emergency services during a crisis.<br /> <br /> This statement is not without merit - creating a community that has been empowered by communicating accurate and relevant information to them, will ultimately help emergency services tremendously during a crisis situation.<br /> <br /> Andrew drew on some examples of crises - Hurricane Katrina, the Victorian bushfires in 2009 and the Fukushima disaster - all of which failed in their social media communications. The public wasn&#39;t aware of important issues that we&#39;re facing them and as a result, efforts to raise awareness and action plans were fraught.<br /> <br /> The most important point to come out of this session is to develop an action plan for your social media sites that can be implemented and enacted as soon as a crisis hits: know where your resourcing will come from; develop a roster; prepare statements and key messages in advance; communicate accurate information; be truthful - when you don&#39;t have the information, reiterate that you are looking for it; proactively engage your teams on how to respond; prepare key messages in advance; and have a solid plan.<br /> <br /> Some other strategies implemented by the Boston PD include:<br /> - having social media infrastructure set up and ready to go;<br /> - thinking about communication internally and externally;<br /> - conference calls and email chains with stakeholders became essential to keep them up to date;<br /> - engaging employees with important roles;<br /> - having joint information hub to keep messages consistent;<br /> - thinking about who will speak and what will be said to the media; and<br /> - be transparent without jeopardising the investigation.<br /> <br /> Social media creates an avenue for two-way communication. Emergency services and other organisations have the opportunity to spread an accurate message. It&#39;s important to stay on top of the information provided to the community - to be a reliable source of information and make sure the messages are in fact gospel.<br /> <br /> Crises happen all across the globe in every country, but the management of them on social media shouldn&#39;t differ too much. It&#39;s all about working out a plan with how to respond in a crisis to assist organisations in dealing with it as it happens. Empowering the community with information can go a long way to ensuring the management of these crises is effective. People will have questions and organisations need to have answers, but perhaps more importantly, they need to be empowered with accurate and reliable information.<br /> <br /> Cheryl told us that the accuracy of communication and working alongside all relevant organisations was paramount to the success of the Boston PD social media campaign run during the Boston Marathon bombing.<br /> <br /> On the final note, Andrew said that disaster management organisations are slow to jump on board with social media communications - but all it takes is to prepare the community before, keep them informed during and update them after a crisis. Information is power - it&#39;s what we all hunger for.</p> <p>Author: Natalie Brunoli&nbsp;<a href="https://twitter.com/NatBrunoli">@NatBrunoli</a></p> http://www.pria.com.au/priablog/inside-a-crisis-at-pria2013-national-conference http://www.pria.com.au/priablog/inside-a-crisis-at-pria2013-national-conference Mon, Nov 18 2013 Day one of the PRIA National Conference arrives <p><img alt="" src="/sb_cache/priablog/id/2190/f/Banner.jpg" style="width: 450px; height: 134px;" /></p> <p><strong><span style="font-size: 1.1em; line-height: 1.5em;">Sunday 17 November</span></strong></p> <p>Yesterday the PR Institute of Australia (PRIA) hosted four separate events in Adelaide as a pre-cursor to the National PRIA Conference 2013:</p> <ul><li>Research Colloquium</li> <li>Creative Content Master Class in the Barossa Valley</li> <li>Welcome Reception</li> <li>PRIA Annual Fellows Dinner</li> </ul> <p><strong>Research Colloquium</strong></p> <p>32 people turned out to hear the newest ideas and research in public relations at the University of South Australia.&nbsp; Topics covered included:</p> <ul><li>A tale of power, passion and persuasion: bloggers, PR and ethics by Catherine Archer, Curtin University</li> <li>Agenda building for sugary drinks in New York City by Associate Professor Patricia Swann, Utica College, New York</li> <li>Public Relations is NOT the New Journalism by Dr Collette Snowden, University of South Australia</li> <li>2x4 Aboriginal PR skills: to, by and for Aboriginal communities and organisations by Dr Phyllis Sakinofsky, Macquarie University</li> </ul> <p><strong><img alt="" src="/sb_cache/priablog/id/2230/f/BZPq8t7CAAAtONI.jpg-large" style="width: 150px; height: 200px; margin: 9px; float: right;" />Creative Content Master Class in the Barossa Valley</strong></p> <p>70 delegates from across Australia, the UK and Malaysia headed out into the Barossa wine region for a day of knowledge, food and wine consumption.</p> <p>The day was hosted by the South Australian Tourism Commission with delegates attending Ch&acirc;teau Tanunda​ for morning tea, then welcomed by Saskia Beer at Maggie Beer&rsquo;s &lsquo;The Farm&rsquo; Function Centre for lunch and finally Seppeltsfield Winery for wine tasting.</p> <p>Two workshops, run by US marketing powerhouse consultants and international speakers Steve and Cindy Crescenzo, gave practical advice on how to create content to engage a company&rsquo;s publics.</p> <p>The dynamic duo had the audience engaged and laughing from the get-go with real-life case studies and practical examples of how to take dry, unengaging, over-regulated corporate content and turn it into stories to inspire audiences to read, watch and listen.</p> <p>The Crescenzo&rsquo;s suggestion of using the &lsquo;5 Cs&rsquo; to help craft inspirational content: Concise, Conversational, Compelling, Creative and Courage were well received.</p> <p>The #PRIA2013 hashtag was a trending topic in Adelaide, Melbourne, Sydney and Perth on Twitter and had exposure of over 4 million generated by 150 contributors and we reached over 220,000 Twitter accounts. Thanks to the awesome efforts of the Social Media Squad and delegates relaying juicy morsels and beautiful photos to those who couldn&rsquo;t attend.</p> <p>David O&rsquo;Loughlin, Marketing and Communications Director for the South Australian Tourism Commission spoke over lunch at Maggie Beer&rsquo;s.&nbsp; He reiterated the Crescenzo&rsquo;s points around story-telling from the viewpoint of how South Australia is making a name for itself through clever and courageous advertising campaigns which are kicking goals internationally.</p> <p><img alt="" src="/sb_cache/priablog/id/2228/f/BZO4ENXCUAAlCxS.jpg-large" style="width: 200px; height: 200px; margin: 9px; float: right;" />The Crescenzo&rsquo;s kicked off their final session of the day with further discussion around the importance of getting content right, using striking imagery and vetting dry content through the use of a quick strategy involving:</p> <p><strong>Business goal &gt; Communication Goal &gt; Messages &gt; Content (audience, channel, timing, creative) &gt; Measurement = The Strategic Ladder</strong></p> <p>The team rounded up their talk by stressing the importance of research and testing communications to ensure audiences gain value.&nbsp; Delegates were left with this model as well as the phrase &lsquo;do less, do it better&rsquo; as resonating thoughts for the day. Finally, delegates sampled some more delicious Barossa wine and then headed back on the coaches to take them into Adelaide city centre for more festivities including the PRIA Fellows dinner and reception drinks at the Adelaide Convention Centre.</p> <p><strong>Welcome Reception</strong></p> <p>Delegates were spoilt with stone splitting sunshine and walking flame throwers at the scenic Riverbank Promenade at the Adelaide Convention Centre. Local PRIA South Australian President Leigh McClusky officially opened the conference and welcomed the 250 strong gathering to Adelaide.</p> <p><strong>PRIA Annual Fellows Dinner</strong></p> <p>Shortly after the opening welcome, PRIA Fellows were ushered towards the picturesque Panorama Suite at the centre for their Annual Fellows Dinner celebrating the College&rsquo;s 26th year in existence. On the night, Officer of the College of Fellows Mike Watson FPRIA from Swinburne University in Melbourne emceed proceedings under a beautiful Adelaide skyline. Local South Australian Chapter Chair Maxine Goulding OAM LFPRIA welcomed the inter-state Fellows to South Australia and gave an insightful history of Adelaide referencing the view from the room. PRIA National President Terri-Helen Gaynor acknowledged the College of Fellows and the importance of the College. The night also saw a toast from the Fellows on behalf of PRIA as well as the guest speaker Catharine Lumby from Macquarie University who delved into some very controversial issues affecting the industry today.</p> <p><a href="http://www.thesocialhub.co/" style="font-size: 12px; font-family: Helvetica, Arial, sans-serif; text-decoration: none; line-height: 18.140625px;"><img alt="" src="/sb_cache/priablog/id/2188/f/pria13_square_website3a.jpg" style="margin: 9px; font-size: 12px; width: 200px; height: 182px; float: right;" /></a></p> <p>The main highlight of the night came with the announcement of newly inducted Fellows into the College as well as the new Life Fellows. The evening ended with recognition of Honorary Life Fellow Geoff Holden, a South Australian local. Geoff addressed guests with highlights throughout his career, finishing with comments around the greatly evolved industry that we have today.</p> <p><strong>What lies ahead?</strong></p> <p>Delegates went home with a glimmer of what was to lie ahead for day one of the conference on Monday. As day one came to a close, whispers around town were suggesting eagerly awaited sessions from Ketchum&rsquo;s CEO Rob Flaherty, as well as the Boston PD&rsquo;s Cheryl Fiandaca and the ever-present conversation around PR, Marketing and Advertising featuring Publicis Mojo&rsquo;s Joe Pollard, Red Agency&rsquo;s James Wright and mUmBRELLA&rsquo;s Tim Burrowes.</p> <p><a href="https://twitter.com/PRIANational">@PRIANational</a></p> <p><strong>#PRIA2013</strong></p> <p>​​Thanks to authors Jenny&nbsp;Hassam, Rhetoric Communications and Neil O&rsquo;Sullivan,&nbsp;PRIA.</p> <table border="1" cellpadding="1" cellspacing="1" class="contentTable" style="width: 480px;"> <tbody> <tr> <td><img alt="" src="/sb_cache/priablog/id/2198/f/BZPR6OOCYAA9LVW.jpg-large" style="width: 150px; height: 112px;" /></td> <td><img alt="" src="/sb_cache/priablog/id/2194/f/BZO2CWUCUAEiApx.jpg-large" style="width: 150px; height: 112px;" /></td> <td><img alt="" src="/sb_cache/priablog/id/2196/f/BZPW4DFCcAAy99_.jpg-large" style="width: 150px; height: 113px;" /></td> </tr> <tr> <td><img alt="" src="/sb_cache/priablog/id/2202/f/BZPthM8CYAESPlu.jpg-large" style="width: 150px; height: 113px;" /></td> <td><img alt="" src="/sb_cache/priablog/id/2204/f/BZP2AMkCQAEDvrG.jpg-large" style="width: 150px; height: 113px;" /></td> <td><img alt="" src="/sb_cache/priablog/id/2206/f/BZPfj54CQAAHTe4.jpg-large" style="width: 150px; height: 112px;" /></td> </tr> </tbody> </table> <p>&nbsp;</p> <table border="1" cellpadding="1" cellspacing="1" class="contentTable" style="width: 480px;"> <tbody> <tr> <td><img alt="" src="/sb_cache/priablog/id/2214/f/BZQl3G2CIAEbM57.jpg-large" style="width: 110px; height: 147px;" /></td> <td><img alt="" src="/sb_cache/priablog/id/2216/f/BZQpem-CYAAizKR.jpg-large" style="width: 110px; height: 147px;" /></td> <td><img alt="" src="/sb_cache/priablog/id/2218/f/BZQ3DJ-CYAAerXK.jpg-large" style="width: 110px; height: 147px;" /></td> <td><img alt="" src="/sb_cache/priablog/id/2220/f/BZQ0E7xCQAEC6Sn.jpg-large" style="width: 110px; height: 147px;" /></td> </tr> </tbody> </table> <p>&nbsp;</p> http://www.pria.com.au/priablog/day-one-of-the-pria-national-conference-arrives http://www.pria.com.au/priablog/day-one-of-the-pria-national-conference-arrives Fri, Nov 15 2013 Nationality In Sport: How Pride Is Sometimes Second to PR <p><span style="font-size: 1.1em; line-height: 1.5em;">If you ask any geologist, they would tell you that the land we now know as Australia was once land-locked with India, Africa and South America. You could possibly have walked across a border from New York to Morocco. This evidence reports to have been the state of earth around 300 million years ago. If this is true; in the greater scheme of things, the world is billions of years&rsquo; old. Continents have drifted, nation states have shifted and separated; then rejoined as vast pieces of land with each other; to form our current intercontinental, multinational sporting world. Despite this, the past fifty years has been awash with controversy that when sporting competitors are born in one nation, with their families also from the same land &ndash; they represent another proud nation in passionate international sporting competition.</span></p> <p>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. It would be almost effortless to form a long list of people who have played a sport for one country at a certain age, then for alternative international colours at a later age. More and more frequently, two countries have been served by the same person. &nbsp;Sometimes it seems acceptable to the viewing masses and their national media. At other junctures the public has spat out even the suggestion that their own national anthem would be represented by someone who has already sung another. Even at the cost of talent for the team&rsquo;s gain. But for some nations, climbing the ladder of international competition from the wilderness of sport via the experience and input of foreigners is now business-clever. With reminders of national value surrounding us this week; the poignancy of Remembrance Day as well as the much-hyped build-up to the forthcoming Ashes series, we can explore the validity of chasing dreams and representing countries plus personal goals.</p> <p>I&rsquo;m sure there are scant few who watch sport ardently; that cannot become immediately proud or feel the faintest bit emotional at the chimes of their own national anthem before a contest. Anthems, by now have been played in the media at an abundance of sporting events and so familiarising viewers with their rightful nations. Be that as it may, what is also a common sight before the commencement of battles of late is the sight of a camera passing a team of players with the odd member not even attempting to sing the words. Occasionally it is known for players to opt out of singing; purely to stay focused before the intensity peaks before the first whistle blows (however, this is a far more endearing sight than a born native unaware of his own anthem&rsquo;s chorus and mouthing unsynchronised nonsense).</p> <p>Furthermore, this can be from an athlete&rsquo;s residential nationality over time in a bilingual land, with the anthem sung in a third language. Tangaki Taulupe Faletau, (better known as Toby) was born in Tonga and moved to Wales at the young age of seven. His father; a Tongan rugby union international, had decided to ply his trade in Britain. Toby won his first cap for Wales in 2011, has a typical South-East Wales accent but understandably has not learnt the Welsh national anthem having also lived in England for a couple of years. With a scheduled match between Wales and Tonga in nine days&rsquo; time forthcoming; his apprehensive words in a recent interview said &ldquo;Then there&rsquo;s Tonga, where my background is. It&rsquo;ll be a pretty special game this year as I&rsquo;ve lived here most of my life, but obviously my background is with Tonga. I guess it&rsquo;ll be a problem if I do get on the pitch, playing against where I was born.&rdquo;</p> <p>As with similar examples across the world in all sports, Faletau&rsquo;s international performance has been unhindered by his relocation, even if he ultimately questions his own allegiance. With his father an international sportsman and himself having clear sporting talent, following a similar path is indubitable. Had his father remained in the Southern Hemisphere, Tonga would have likely been his source of representation. This goal of representation is where we find the ultimate modern sportsman&rsquo;s dreams. Now, with sport in a more professional era, the distribution of work leans heavily on opportunity. What we see now; in particular through channels of semi-professional, sponsored sports such as athletics are partakers ready to move to different shores for the chance of competition on the highest levels. Here it is not so much a game of &ldquo;try your hardest to play for your country&rdquo;, but more of &ldquo;where can I get the best support?&rdquo;</p> <p>Guor Marial, born in South Sudan; last year ran his first marathon in an Olympic-qualifying time of 2:14:32. His heartfelt blow with such promise came from having no country which he could represent at the London games. USA could not process citizenship and while he was offered a place with Sudan&rsquo;s team, he could not accept their invite, having lost twenty-eight members of his family in the bloody war between the two African states.</p> <p>So, by citing support we must look at all aspects of management and dealing of public relations. Coaching, level of competition, financial backing, injury support, media backing as well as political suitability which all tie together to meet the athlete&rsquo;s goals of representation. This is certainly not a new phenomenon. If a land in turmoil cannot find either funds or resources, or is politically-ruined; then an athlete &ndash; speculation-aside, can only want a chance.</p> <p>One of the most iconic examples of the last century must be Tony Greig. His tale of intercontinental fame and controversy not only highlights the dichotomy of opinion versus opportunity; tradition against new boundaries. Speculation and tongues wagging are still in motion about a man perhaps out of time. Greig&rsquo;s achievements in both international cricket and public affairs are monumental on one side, while questioned by many on another, due to his methods and company kept while achieving. Perhaps the words &ldquo;you can only please some people &ndash; some of the time&rdquo; are best-used in this instance.</p> <p>From a different aspect; as a newcomer to a very new land, mixed with diverse cultures, was I to see my child born in Australia &ndash; as a Commonwealth country, my child could hold an Australian passport. This would be a preposterous suggestion in some states &ndash; even if I had served some governments for fifty years, I would not qualify for a passport in that land. Still, if my child grew up in Melbourne and had a sporting talent, it would be a bizarre moment of truth if my child had to decide where their allegiances lay!</p> <p>If representation and performance at the highest level is the ultimate goal of sport, perhaps we can only look at the changing language used in today&rsquo;s sporting media. Whereas previously &ndash; regardless of place of birth, sportsmen and women representing a country would have been described as &ldquo;Lote Tuqiri; the Australian winger&rdquo;, would now be &ldquo;Australia&rsquo;s winger&rdquo;. Hashim Amla, would be correctly known as &ldquo;South Africa&rsquo;s batsman&rdquo; as opposed to &ldquo;the South African batsman&rdquo;. The public is very much aware of origins &ndash; to the point of urban myths at times. To traditionalist players, the question of representing any other than the nation of birth is not even considered. But if a sportsperson in a world which will always reset and redefine national boundaries in the name of freedom &ndash; if that person only wants a chance to perform &ndash; how could we argue?</p> <p>Author: Nathan Jones, Blogger&nbsp;<a href="http://twitter.com/NathanJonesey">@NathanJonesey</a></p> http://www.pria.com.au/priablog/nationality-in-sport-how-pride-is-sometimes-second-to-pr http://www.pria.com.au/priablog/nationality-in-sport-how-pride-is-sometimes-second-to-pr Thu, Nov 14 2013 The Future of Sponsored Content: 3 Scenarios for Success <p><strong>Author: <a href="https://twitter.com/kdowell">Ken Dowell</a></strong></p> <p><a href="http://en.prnasia.com/">PR Newswire</a></p> <p><a href="http://strlabs.wpengine.netdna-cdn.com/wp-content/uploads/2013/05/sharethrough-IPG-Infographic-web2.jpg"><img alt="" src="/sb_cache/priablog/id/2186/f/blog post.jpg" style="width: 480px; height: 357px;" /></a></p> <p><span style="font-size: 1.1em; line-height: 1.5em;">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.</span></p> <p><a href="https://twitter.com/intent/tweet?text=Sponsored+content+is+decades+old%2C+but+the+tactics+are+changing.+Topic+relvance+is+the+constant.+http%3A%2F%2Fbudurl.com%2Fd2pg&amp;source=clicktotweet">Sponsored content is decades old, it&rsquo;s just the tactics that are changing.</a>&nbsp;In the past, sponsored content may have taken the form of advertising sections in newspapers, infomercials on TV or custom publishing. &nbsp;But with new names, new advocates and new tactics, we are going to see and hear a lot more about sponsored content in the near future. Will it stick? Will it become an increasingly important part of marketing? Or will it go the way of banner ads, a bandwagon everyone jumped on then decided it didn&rsquo;t work?</p> <p>At the heart of the issue is how marketing and advertising transitions from traditional outlets to digital outlets. While that migration, from print and broadcast to the Web happened, it didn&rsquo;t happen at the revenue level the media wanted and it didn&rsquo;t produce the response the advertiser wanted. Though one may question whether the widespread perception that the value of traditional forms of marketing and advertising has declined is a really a function of better measurement tools. Has the value declined or has it been meager all along and we just needed&nbsp;<a href="http://promotions.prnewswire.com/discover.html">better visibility</a>&nbsp;to realize it?</p> <p>Native advertising is the latest handshake agreement between publishers, who need money, and content providers, who need visibility. The publisher offers access to its audience, the content provider pays for it and they both agree that the stuff won&rsquo;t look too bad, won&rsquo;t be blatantly commercial and will somehow fit with the other content. The party that is not privy to this handshake, though, is the reader and it is the audience that eventually will decide whether the sponsored content is welcome, whether they want to see it, or whether it is too blatantly commercial.</p> <p>Publishers pursuing this path tend to be a little queasy about it. So you see pronouncements about how vigilant they are going to be in labeling sponsored content as just that. But in fact there is a prevailing air of deception about many forms of sponsored content. Ask for a definition of native advertising and you&rsquo;ll usually hear something about how it is commercial content that looks like the &ldquo;native&rdquo; content of the outlet where it is published. What really matters though is not the look but whether the sponsored content is of the same level of interest to the outlet&rsquo;s reader as its own originated content.</p> <p>What sponsored content and display have in common is that they are both dependent on what I referred to in a previous blog post as &quot;<a href="http://blog.prnewswire.com/2012/12/26/the-diverted-eyeball-strategy-why-its-not-working/">diverted eyeballs.</a>&quot;&nbsp;The reader isn&rsquo;t looking for your content, he or she is looking for something else and by placing your content (or display ad) next to that something else, you are hoping that the readers&rsquo; eyeball get diverted to your content. I think this is an approach which is on the decline as most media properties are seeing their traffic coming more from search or social referrals rather than visitors browsing their site as a destination.</p> <p>So who will be successful with the new wave of sponsored content and how do you put yourself among the winners? The simple answer, oft repeated as it is, is to create great content and put it on great sites. Sounds good but, sorry Google, the Web is full of great content on great sites that nobody ever sees.</p> <p>Here are the three scenarios which I see as potentially successful for sponsored content:</p> <p><strong>&nbsp;1. As with all communications activity there will be an elite group that produces excellent content and buys space for it on premium properties.</strong> They will be the role models that all the advocates for sponsored content will point to. But as role models they will be deceptive because they will most likely represent a brand whose status and visibility is well beyond that of most and they will also likely have made an investment in the production and placement of content that is beyond the means of the average brand. If Apple for example could achieve success by placing content on the Wall Street Journal that&rsquo;s all well and nice but doesn&rsquo;t mean a thing for the rest of&nbsp; us.</p> <p><br /> <strong>2. I think there is a real opportunity for sponsored content to be successful on niche media properties that have cultivated a very specialized audience.</strong> For example, you are likely to find a much, much larger audience on a consumer travel site than you are on a trade site about utilities. But how many travel sites are there? Tens of thousands? The utility news site might be lightly trafficked but it also might be the go to resource for the very limited audience that is interested. That audience will likely include individuals at utilities who make buying decisions so if you happen to be in that business, that&rsquo;s your customers. Good content about changing technology in energy generation or the impact of government regulation is going to play really well on the site.</p> <p><br /> <strong>3. Content providers who are experts at marketing their content, using search, social, distribution and media to drive traffic to the content.</strong> These folks may not really need to buy placement to drive an audience to their content but there are some advantages to the third party placement that will supplement the content providers own promotion efforts. For one thing, the media site that the content is placed on may have a better search ranking than the provider&rsquo;s owned media properties, thus may bring in more search traffic. The domain name of the publication may be an advantage since it is likely to be perceived as a more authoritative source. And the media property may supplement your content marketing with its own efforts to drive traffic to its site.&nbsp;(Related reading: &nbsp;<a href="http://promotions.prnewswire.com/discover.html">Driving Content Discovery</a>)</p> <p>Sponsored content is not going to be the savior of media outlets trying to recover lost revenue. Nor will it to any large extent retire more traditional marketing and advertising activities. But under the right circumstances, it can be a pretty successful tactic.</p> <p><em>This article originally appeared on the <a href="http://blog.prnewswire.com/author/kendowell/">PR Newswire&nbsp;blog</a>.&nbsp;</em></p> http://www.pria.com.au/priablog/the-future-of-sponsored-content-3-scenarios-for-success http://www.pria.com.au/priablog/the-future-of-sponsored-content-3-scenarios-for-success Wed, Nov 13 2013 10 Minutes with ASOS Global Social Media Manager, Sedge Beswick <p><strong>Author: <!--[if gte mso 9]><xml><o:OfficeDocumentSettings> <o:AllowPNG/> </o:OfficeDocumentSettings></xml><![endif]--></strong><a href="http://www.asos.com/au/?r=2">ASOS.com.au</a><!--[if gte mso 9]><xml><w:WordDocument> <w:View>Normal</w:View> <w:Zoom>0</w:Zoom> <w:TrackMoves/> <w:TrackFormatting/> <w:PunctuationKerning/> <w:ValidateAgainstSchemas/> <w:SaveIfXMLInvalid>false</w:SaveIfXMLInvalid> <w:IgnoreMixedContent>false</w:IgnoreMixedContent> 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height="174" width="600"> <tbody> <tr> <td><img alt="" src="/sb_cache/priablog/id/2182/f/Sedge Beswick.jpg" style="width: 170px; height: 169px;" /></td> <td>The PR industry has fully embraced social media as a communication tool to engage and create relationships with consumers.&nbsp; Sedge Beswick is ASOS&rsquo;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.</td> </tr> </tbody> </table> <p>&nbsp;</p> <p><strong>How do you integrate your activities over social channels?&nbsp;</strong></p> <p>ASOS has ten social media channels in total, as we ship to 190 countries we have accounts that are in different languages to ensure that we are targeting all our customers.&nbsp; We&rsquo;re not afraid to test things out to find out what our customers like to engage with the most and what meets their needs and wants. Once we have this figured out, we can then work out and implement a strategy. For example our customers like to engage with us about things such as products, images, videos etc., so we implemented an aim to have 24/7 engagement with anyone that follows us.</p> <p><strong>How do you think interacting with customers on social media impacts a company or brand&rsquo;s image?</strong></p> <p>I think social media gives a brand an opportunity to get their personality across to consumers so it&rsquo;s important that you do it well and don&rsquo;t sound like a robot. Part of my job is to make sure on every channel we sound human because after all it is a human responding. All of our social channels at ASOS have a clear direction and personality. Many customer service channels for example, now introduce themselves when speaking to a customer over a social channel as it gives back some of that personal effect that you get when speaking to someone. At ASOS social is at the heart of everything we do so engaging with customers is a crucial part of our day to day work. I think social plays a huge factor in bringing ASOS&rsquo;s image and personality across to our audience.</p> <p><strong>How do you keep your posts engaging but still inform your audience about the latest promotions and products?</strong></p> <p>It&rsquo;s important that you put the customer first, if you do that it&rsquo;s hard to go wrong. All of our content on our social channels is tailored to our audiences region as well as gender and age. Make sure you include call to actions, as it helps to entice conversation and get people interested about what your company does. Don&rsquo;t over think questions; a good way to measure this is to ask yourself if you would ask the questions that way in real life.&nbsp; Another tactic we use a lot, especially on our Facebook page is visuals. Pictures and short videos are really interactive and if they are done well can be great to encourage conversation.</p> <p><strong>Some companies have incorporated customer service profiles on social platforms &ndash; what&rsquo;s the best way to deal with complaints and keep negative comments to a minimum?</strong></p> <p>When someone complains it&rsquo;s the perfect opportunity to help and change the customer&rsquo;s perception of your company by offering excellent customer service. Everything on social media is transparent; social never sleeps, it&rsquo;s immediate but it is also simple. I personally would not recommend deleting comments, instead try to diffuse the situation and offer an alternative. As PR&rsquo;s you may not deal with the customer service side of things but it is important that you communicate and deal with complaints in a friendly but efficient way.&nbsp; Most consumers forget that there is a person on the other end so simply answering someone&rsquo;s complaint can help to calm a situation and move towards resolving the issue.</p> <p><!--[if gte mso 9]><xml><w:WordDocument> <w:View>Normal</w:View> <w:Zoom>0</w:Zoom> <w:TrackMoves/> <w:TrackFormatting/> <w:PunctuationKerning/> <w:ValidateAgainstSchemas/> <w:SaveIfXMLInvalid>false</w:SaveIfXMLInvalid> <w:IgnoreMixedContent>false</w:IgnoreMixedContent> <w:AlwaysShowPlaceholderText>false</w:AlwaysShowPlaceholderText> <w:DoNotPromoteQF/> <w:LidThemeOther>EN-GB</w:LidThemeOther> <w:LidThemeAsian>X-NONE</w:LidThemeAsian> <w:LidThemeComplexScript>X-NONE</w:LidThemeComplexScript> <w:Compatibility> <w:BreakWrappedTables/> <w:SnapToGridInCell/> <w:WrapTextWithPunct/> <w:UseAsianBreakRules/> <w:DontGrowAutofit/> 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mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-parent:""; mso-padding-alt:0cm 5.4pt 0cm 5.4pt; mso-para-margin-top:0cm; mso-para-margin-right:0cm; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0cm; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-ansi-language:EN-GB; mso-fareast-language:EN-US;}</style><![endif]--></p> http://www.pria.com.au/priablog/10-minutes-with-asos-global-social-media-manager-sedge-beswick http://www.pria.com.au/priablog/10-minutes-with-asos-global-social-media-manager-sedge-beswick Tue, Nov 12 2013 Younger PR Professionals Look For Both Flexibility and Fulfillment <p><strong>Author: Glynn Murph</strong></p> <p>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&rsquo;t that we aren&rsquo;t appreciative of the job, but how can we be expected to think &ldquo;outside the box&rdquo; when we&rsquo;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.</p> <p>A recent Millennial Branding report found 45% of Millennials will choose workplace flexibility over pay, and this is a mentality that can be attributed to the &ldquo;gig&rdquo; economy they helped create. Remember that during the recession, Millennials relied heavily on multiple freelance jobs to support themselves. They worked from home, set their own schedules, made decent money and got the job done. When they finally land that full-time 9-to-5, they retain the freelancer mindset. It doesn&rsquo;t make sense for them to sit in a cubicle for eight hours, when they did the same work, if not better, in five hours.</p> <p>The second feature Millennials are seeking is economic security. Millennials entered the job market in the wake of the recession, and the current unemployment rate for 20-to 24-year olds is nearly 13%. This has conditioned Millennials to expect economic disruption, which leads to a very creative, but risk-adverse demographic. Why do you think 58% of Millennials self-identify as entrepreneurs or freelancers? There is a certain amount of comfort that comes with feeling like you are in control of your financial destiny.</p> <p>The final and most surprising aspect related to the 9-to-5 upheaval is that Millennials are seeking work with a greater purpose. We have been dubbed a generation committed to change. Seventy-two percent of students consider having &ldquo;a job where I can make an impact,&rdquo; to be very important or essen ial to their happiness.</p> <p>According to the Millennial Branding report, the primary indicator of whether Millennials stay at a company is if there is a &ldquo;good cultural fit.&rdquo;</p> <p>They increasingly require some aspect of personal fulfillment from their jobs, and are willing to walk if they do not find it.</p> <p><strong>A HAPPY MEDIUM</strong></p> <p>I certainly understand our boomer and Gen-X managers&rsquo; hesitation to let us roam free. After all, we have clients to serve, deadlines to meet, and PR is a team sport.</p> <p>We thrive off interaction with our peers to find solutions to clients&rsquo; challenges. However, those who are completely resistant to change should consider the numbers.</p> <p>This year, 60% of the domestic workforce will be Millennials. And in 13 years we will be 75% of the global workforce. Instead of prolonging the inevitable, there are a few proactive approaches that could help.</p> <p><strong>1. Cut the cord.</strong> Think about telecommuting as an option for those who have proven that they can manage that environment. Millennials work well with clear instructions and deadlines.</p> <p>If we know what is expected of us and when it&rsquo;s due, why does it matter where and how we complete the task? I could churn out a proposal while I&rsquo;m sipping a latte at Starbucks or my home office.</p> <p>Plus, many of the assignments that junior level executives are asked to manage (pitching, building media lists, story mining) don&rsquo;t require being in a cubicle; all we need is a laptop and a solid Internet connection. Creating an accommodating work environment gives Millennials the perception that their employers are flexible. It will help foster loyalty.</p> <p><strong>2. Invest in technology.</strong> Millennials are a tech savvy generation, and we are always connected to our careers through phones, laptops and tablets. Technology has made the traditional 9-to-5 model blurry for everyone, so no one is ever really &ldquo;off the clock.&rdquo; Consider giving your Millennials company laptops or office mobile phones.</p> <p>Before balking at the thought of shelling out money for new laptops, think of what you&rsquo;ll be saving in the long run.</p> <p>Eighty- seven percent of companies who have lost Millennials have attributed it to inflexible working environments. They reported a cost of between $15,000 and $25,000 to replace each lost Millennial employee. A $2,000 computer is well worth the cost of keeping a Millennial, rather than paying $15,000 to retrain another person.</p> <p><strong>3. Balance, balance and balance.</strong> We are used to cramming our lives with multiple activities. We work hard, but we aren&rsquo;t into the 60-hour work weeks defined by the baby boomers.</p> <p>Home, family, spending time with the children are just as big a priority as that PowerPoint presentation. Create a sense of work-life balance that reflects the demands of your Millennials&rsquo; everyday lives. If they prefer to have an earlier day so they can pick their kids up from daycare, change their hours to meet that schedule.</p> <p><strong>Remember:</strong> Embracing the change of a flexible work environment can only help.</p> <p>From a financial perspective, it is more cost-efficient. But from a cultural perspective, it is showing your Millennials that you have an appreciation for our lifestyle. Our workplace needs aren&rsquo;t radically different from our boomer and Gen X counterparts. We&rsquo;re just trying to meet our needs in different ways.</p> <p><img alt="" src="/sb_cache/priablog/id/2180/f/Millennials-chart.jpg" style="width: 480px; height: 276px;" /></p> <p>We are all aware of the generational gaps that exist in the workplace, especially when you have colleagues who were born in 1964 working with those born in 1984.</p> <p>This chart (above)&nbsp; which was compiled by data from Ernst &amp; Young, shows the characteristics of each generation. Millennials, or &ldquo;Hoodies&rdquo; as they are referred to by the study, are highly entrepreneurial and not viewed as team players. Boomers, or &ldquo;Old Fogies,&rdquo; are seen as hardworking, cost-effective team players. When these characteristics are examined a little deeper, they translate into the &ldquo;wants&rdquo; that shape our ideal work environment.</p> <p>So how do you create a harmonious work environment when all these people are battling it out?</p> <p>There is no right answer to this question, and that is OK. No working environment is &ldquo;perfect,&rdquo; but about reasonable customization. Work with your employees, regardless of their generation, in order to create an environment that will meet their needs. The result is productive and attentive employees and satisfied clients. &mdash; G.M.</p> <p><em>Glynn Murph is senior account manager at Edelman Atlanta. She can be reached at glynn.murph@edelman.com. This article appeared in the October 21 issue of PR News. <a href="http://www.prnewsonline.com/about/info">Subscribe to PR News today</a> to receive weekly comprehensive coverage of the most fundamental PR topics from visual storytelling to crisis management to media training.</em></p> http://www.pria.com.au/priablog/younger-pr-professionals-look-for-both-flexibility-and-fulfillment http://www.pria.com.au/priablog/younger-pr-professionals-look-for-both-flexibility-and-fulfillment Fri, Nov 08 2013 Data Storytelling: How to Transform Reporting <p><strong>Data Storytelling: How &nbsp;to Transform Reporting by Using the Five Elements of a Story</strong></p> <p><strong>Author: <a href="https://twitter.com/aliciahouselog">Alicia Houselog</a></strong></p> <p>One of digital advertising&rsquo;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.</p> <p>As senior media planner at <a href="http://www.space150.com/">space150</a>, I have created, read, interpreted and consulted on hundreds of media reports. This data has informed digital media strategy, directed creative concepts, guided optimizations for maximum success, illustrated how we moved the needle for our client&rsquo;s business and revealed necessary next steps for marketing plans.</p> <p>That being said, I discovered some time ago that many clients were not actually reading the reports we media planners were giving them. We would talk about insights and provide a detailed spreadsheet that we were proud of, but the client was lost or disengaged in the experience. Something had to be done. We had to show the value of space150&rsquo;s media work in a way that was easily digestible for our clients, while still informing the next chapter in a brand story.</p> <p>Then came a brilliantly simple idea: if we want our insights to tell a story, why not model our reports around the elements that make up a story? <strong>Setting, plot, characters, conflict and theme</strong> could be translated into the visuals and text that make up our presentations.</p> <p><img alt="" src="/sb_cache/priablog/id/2176/f/data_storytelling_1.png" style="width: 480px; height: 330px;" /></p> <p>Most reports (data stories) focus on the setting and the plot, but very little on the other three elements. In doing so, they miss out on key opportunities.</p> <p><strong>1. By not mentioning the characters, you are not showing the value that you provide or tipping your hat to the client for a change that they have made. (Just remember: a little bit of swagger is a good thing and everyone loves to be acknowledged.)</strong></p> <p><strong>2. Avoiding the conflict seperates your statistics from the number one thing in every client&#39;s mind: business objectives. A KPI is superfluous if it it is not tied directly to the ultimate goal. </strong></p> <p><strong>3. Missing the theme gives the client no actionable next steps to either capitalize on previous success&nbsp; or pivot after mistakes.</strong></p> <p>Now that you know the required elements of each statistic that you present, you have the information necessary to prove your worth. But arranging that information in a simple way is crucial to retention.</p> <p>At space150, we are doing our best to step away from the multi-tab spreadsheets of reporting past and dive fully into custom, visual-centric presentations.</p> <p><strong>We write our headlines 10 times, insuring that the key takeaway is succinct and powerful.</strong></p> <p><strong>We bring in design resources when our standard bar charts just aren&rsquo;t telling the story we want them to. </strong></p> <p><strong>We consult with our experience designers when making recommendations based on Google&nbsp; Analytics data.</strong></p> <p>This cross-department, in-depth and hyper-crafted style of data storytelling is difficult, but it is what separates us from the standard reporters of the ad industry.</p> <p>So do all of your clients a favor. Tell them a story. Make it a memorable one.</p> <p>&nbsp;</p> <p><em>Alicia Houselog&nbsp;is a senior media planner at digital innovation agency&nbsp;<a href="http://www.space150.com/">space150</a>. This article originally appeared on the <a href="http://www.space150.com/blog/">company blog.</a></em></p> http://www.pria.com.au/priablog/data-storytelling-how-to-transform-reporting http://www.pria.com.au/priablog/data-storytelling-how-to-transform-reporting Thu, Nov 07 2013 Having a Flutter: Gamblingâs Role in the Public Eye <p><span style="font-size: 1.1em; line-height: 1.5em;">With the fresh fascination of experiencing the Melbourne Cup and its carnival entourage for the very first time still in mind, it raised an expansive question in my mind. For all of the fashion statements being made by mostly ladies around the city of Melbourne over the past week, one hobby seems never to have gone &ldquo;out-of-fashion.&rdquo; Since cavemen reportedly created the first die to roll from bones thousands of years ago; to Chinese culture inventing its first games around four thousand years ago, how much has gambling upon the chance of winning been an influential part of sport and our perceptions of leisure?</span></p> <p>Let&rsquo;s be honest; gambling can bring out the best in different cultures but also inadvertently create the most brutal, inhumane sub-cultures. Confucius once reported of a man who could not pay his betting debts and so had one arm amputated as a penance to his debtor. James Bond has wowed audiences for over fifty years on the big screen, but could we imagine his presence; meeting the most evil of megalomaniacs in anywhere but casinos across the world? Yet without gambling, our modern complex societies; interdependent on each other in so many ways would be difficult to recognise. Games; board games, card games and even physical sports using balls or weapons created in ancient China saw the nation&rsquo;s own culture develop. Lottery or &ldquo;drawing lots&rdquo; originated in the Han Dynasty (around 200 B.C.) and was said to have financed the building of the Great Wall of China. Cuju; the earliest form of football was also recorded for the first time around two thousand years ago.</p> <p>Despite the teachings of Confucius that gambling on fate in sports was destructive and could lead to social anarchy, many games which are still played across the world today sprung from dynasties in his lifetime. The belief that control over fate, in this case during games and their results &ndash; was there to please the gods of these dynasties. Chinese obsession with supernatural forces behind luck, for instance feng-shui &ndash; is a strong example of how people believed there is more behind life&rsquo;s results from paranormal powers than just effort and talent of competitors. &nbsp;This then threw the pivot of control on a contest&rsquo;s result - for the gambler - into unknown and exciting territory. It was also regularly a point of interest for the royal family and so gained widespread public interest.</p> <p>If we look at some of the main gambling cities in the twenty-first century, we can find them in China&rsquo;s territories. Shanghai, Macao and Singapore are synonymous with casinos with of course; 007 himself having been seen in each on his travels. Yet while the glamour, bright lights and dangers of Bond&rsquo;s escapades are closer to the ancient supernatural beliefs of the Chinese than to real life betting experiences of Joe Bloggs on the street, those risks for the regulars at Pokies bars and betting shops are certainly closer to Confucius&rsquo; wise warnings. One certainly wouldn&rsquo;t expect to find a character such as Pussy Galore or Xenia Onatopp at a Ladbrokes wearing a $2000 dress. What one could question, however &ndash; with gambling one of the world&rsquo;s most crippling addictions &ndash; is why the cheapest drinks in Australian bars are found in licensed bookmaking houses?</p> <p>As a &ldquo;blue moon better&rdquo; who only &ldquo;flutters&rdquo; on the biggest horse races such as the Grand National and yesterday&rsquo;s Melbourne Cup, the dangers and temptations of daily wagers is evident to even the most na&iuml;ve of us. The thrill of a win or the ability to claim a depth of knowledge about horses, greyhounds and such, is certainly a reason for a hobby. While I can honestly claim to have never played a game of poker in my life (I never was a cold, stone-faced card player), it is fair to see why; for many it could be fun and a mysterious psychological game in itself. Added to this, for many top level sportsmen and women in today&rsquo;s market, gambling is the only legal vice available if the body must remain a temple at the highest echelons of physical sport; while retaining high standards and retaining focus. But we can easily draw comparisons with Confucius&rsquo; harrowing example &ndash; today. Stories of famous sportsmen&rsquo;s troubles in recent years have ranged from owing thousands to millions of dollars, to the destruction of marriage through break-ups and frighteningly; suicide.</p> <p>This brings the subject&rsquo;s focus onto the ever-changing topic of legal and illegal gambling. While the Internet has revolutionised gambling to make access to betting easier than ever, licensing laws can change; sometimes drastically with each nation and state. Religious constitutions are still known to outlaw any bets in many nations. In the modern, prestigious Dubai Cup (the Middle East&rsquo;s answer to Tuesday&rsquo;s horse-racing fiesta) &ndash; the thousands attending the event and wanting to bet - must place bets on horses racing at bookies in other countries. This would surely be impossible without the internet in this day and age. Even in Roman times, rulers such as Augustus and Claudius who liked to gamble; enforced bans on gambling at all times apart from the Saturnalia festival which lasted for only a week. Yet for the underworld of the world&rsquo;s most notorious cities, and indeed corrupt governments, gambling has always been a way of raking in a lot of illegal funds, with the added edge of entertainment.</p> <p>Tales of match-fixing in cricket, football and other sports have recently gained many headlines and cost many players and officials their careers. The world has seen that since the legalisation of gambling in many countries and states in the last 150 years, that the bigger risks &ndash; have been taken in countries where gambling is illegal. Many years ago bare-knuckle boxing or violent wrestling to the death were common in more civilised lands &ndash; yet the betting was not. Cockerel-fighting, being possibly the world&rsquo;s oldest spectator sport at six thousand years old; is known in every culture and religious background. It has generated arguments on almost every topic &ndash; cruelty, immorality and inhumanity, theft, illegality; but the defining factor in its long life has to be that it generates money through gambling and widespread interest. One can only imagine the ways and means money has been made over millennia through this controversial sport.</p> <p>Since the rise of &ldquo;fruit machines&rdquo; in the last century and the even more dominating,&nbsp; glamorous attraction of places like Las Vegas and Macao on different sides of the world; and with the Internet to add to its hypnotic tricks, gambling does not look like it is about to vanish. While the huge majority of the past ten thousand years has seen money claimed, cultures changed, governments remembered and many lives lost through the effects of gambling, it is taken for granted on a daily basis. The way it has been advertised and marketed in the past five years alone, through sponsorship of club jerseys and large tournaments, by the time an individual is an adult; I&rsquo;ll bet that high street bookies&rsquo; names will be as familiar for the next generation as are washing powder brands or even orange juice manufacturers. And I&rsquo;m not a betting man.</p> <p>On Thursday, 14 November our diverse range of panellists will&nbsp;delve into each intrinsic facet of this specific industry. If you want to hear from behind the pen of a sports writer, a sports manager, an agency who specialises in sports PR and&nbsp;an iconic sports organisation then please join us at the Jack Ryder Room at the Melbourne Cricket Ground and register below. It&#39;s a great way to start off your day listening to these experts behind a beautiful backdrop.&nbsp;</p> <p><strong>PRIA Victoria &#39;Sports PR&#39;<br /> Thursday, 14 November 2013<br /> Jack Ryder Room, Melbourne Cricket Ground<br /> $65 for members</strong></p> <p><strong><a href="http://www.pria.com.au/training/event/pria-victoria-leadership-breakfast-spot-the-pr-in-sport"><img alt="" src="/sb_cache/priablog/id/2178/f/Click here to register.jpg" style="width: 300px; height: 56px;" /></a></strong><br /> &nbsp;<br /> <strong>Panellists:</strong></p> <ul><li><span style="font-size:12px;">Dave McHugh, Master of Ceremonies, Haystac</span></li> <li><span style="font-size:12px;"><span style="line-height: 1.5em;">Trevor</span><span style="line-height: 1.5em;"> Young, Cricket Australia</span></span></li> <li><span style="font-size:12px;">Jon Ralph, The Herald Sun</span></li> <li><span style="font-size:12px;">James Henderson, DSEG</span></li> <li><span style="font-size:12px;">Lauren Zammitt, Wrights PR</span></li> <li><span style="font-size:12px;">Adam Freier, Melbourne Rebels</span></li> </ul> <div>&nbsp;</div> <p>Author: Nathan Jones,&nbsp;Blogger&nbsp;<a href="http://@NathanJonesey">@NathanJonesey</a></p> http://www.pria.com.au/priablog/having-a-flutter-gamblings-role-in-the-public-eye http://www.pria.com.au/priablog/having-a-flutter-gamblings-role-in-the-public-eye Wed, Nov 06 2013 Community Management is the New PR <p><strong>Author:&nbsp;</strong>Martin Waxman</p> <p><a href="https://twitter.com/martinwaxman">@martinwaxman</a></p> <p><a href="http://martinwaxman.com/">​Martin Waxman Communications</a></p> <p><span style="font-size: 1.1em; line-height: 1.5em;">Yesterday I talked about </span><a href="http://spinsucks.com/communication/whats-the-future-of-pr/" style="font-size: 1.1em; line-height: 1.5em;">the future of PR</a><span style="font-size: 1.1em; line-height: 1.5em;"> and why the industry is at a crossroads.</span></p> <p>I touched on the challenges we face, and the choice we must make to redefine and recreate who we are, and what it is we do.</p> <p>So here goes: I believe <a href="http://spinsucks.com/social-media/five-ways-introverts-make-great-community-managers/">community management</a> is the new PR.</p> <p>I&rsquo;m not the first to say this.</p> <p>For several years, <a href="https://twitter.com/shonali">Shonali Burke</a> has spoken about how the essence of PR is community.</p> <p>And if you think about traditional PR, it&rsquo;s been all about building and engaging a community &ndash; in this case media. Creating and alerting them to stories that (hopefully) matter to them.</p> <p>Helping them. Celebrating them. Working in tandem so they would amplify stories to benefit both of our respective industries. At least that&rsquo;s how it worked in theory.</p> <p><strong>A Natural Evolution</strong></p> <p>Community management is a natural evolution of PR with a few key changes:</p> <ul><li>Instead of focusing on one fairly homogenous community, we now have many diverse ones.</li> <li>Instead of relationships we carried around with us and guarded, we become relationship builders and managers because we understand behavior, and what people want and need.</li> <li>And instead of pitches, we create stories that can be told across many platforms.</li> </ul> <p><strong>Community Management = Strategy + Creativity + Storytelling &ndash; B.S.</strong></p> <p>That&rsquo;s the formula, and the good news is many of us are already moving in a <a href="http://www.business2community.com/digital-marketing/report-the-state-of-community-management-0558957">community management</a> direction.</p> <p><strong>Four Pillars to the Approach</strong></p> <p><strong>Listening.</strong> Yes, you&rsquo;ve heard this before and it&rsquo;s almost become a clich&eacute;, but that&rsquo;s because it&rsquo;s so fundamental. Listening and research is at the heart of what we do. By careful listening, we&rsquo;ll find the communities who&rsquo;ll be interested in our stories, and that takes hard work and time. A word of caution: Don&rsquo;t start by turning to existing lists. Lists are a great resource, but they should come second to your own research. Always.</p> <p><strong>Publishing + Publicity.</strong> We need to wear both sides of the journalism and PR hats and truly become experts at publishing (creating content) and publicity (how it&rsquo;s amplified). That means beginning with a digital editorial approach, looking at the calendar, picking up on trends, and then handpicking influencers who will be interested, and can help spread our stories. A hub and spoke model like the one proposed by Lee Odden works well: The hub is your blog/newsroom, and social networks become your nodes of distribution.</p> <p><strong>Dazzling.</strong> OK &ndash; we all have to take a pledge - swear off corporate-speak or else face a severe and public penalty! Otherwise, things won&rsquo;t change. Instead, let&rsquo;s turn back to roots of creative publicity, married with the ethics of two-way communications. Whatever we do must surprise, entertain, inspire, and mean something of value to our communities. I&rsquo;ve said this before: We&rsquo;re all in showbiz.</p> <p><strong>Measuring.</strong> Deep down I&rsquo;m a creative type, and so I&rsquo;m not naturally drawn to charts and numbers. But we&rsquo;re in business too, and that means understanding how to move the needle. The new PR is all about the customers: thinking like them, understanding what they need and helping them. They&rsquo;ll soon begin to trust you and will come back. It&rsquo;s that simple. And then set quantifiable business goals, and use good tools to track and analyse them, find insights, and adapt.</p> <p>Of course this all requires a paradigm shift, which takes time &ndash; but not too much time or we&rsquo;ll miss our opportunity.</p> <p>Boomers and GenXers: You can no longer <a href="http://www.youtube.com/watch?v=ZJ04NiiFy2U">&lsquo;hang on to what we have.&rsquo;</a> People don&rsquo;t log hours of phone calls to pitch media anymore! It doesn&rsquo;t work. We build relationships in other ways. Get with the program or get out!</p> <p><a href="http://adage.com/article/guest-columnists/marketers-losing-money-misreading-millennials/241407/">Millennials:</a> You have to understand the traditions in order to break them and create new models. Think about how you consume digital media, and how that differs from other generations as a starting point. What are the similarities? Where do things diverge?</p> <p>PR has often been defined by what it&rsquo;s not. I think it&rsquo;s time to redefine it by what it is.</p> <p>What do you think about new community management as the new PR? Do you have any ideas to add?</p> <p><em>This article was originally published on <a href="http://spinsucks.com/communication/community-management-is-the-new-pr/">Spin Sucks</a>.&nbsp;</em></p> <p><em>Martin Waxman has his own consultancy and is a senior counselor for our Canadian partner firm, Thornley Fallis. He is a social media and communications strategist, founder of three PR agencies, blogger at <a href="http://martinwaxman.com/category/blog-posts/">myPALETTE</a>, <a href="http://www.insidepr.ca/">Inside PR</a> co-host, social media instructor, and former fiction writer, comedy MC, and Winnipegger.</em></p> http://www.pria.com.au/priablog/community-management-is-the-new-pr http://www.pria.com.au/priablog/community-management-is-the-new-pr Mon, Nov 04 2013 10 things to love about public relations <p><strong>Author:&nbsp;</strong><a href="http://lorrambrown.wordpress.com/">Lorra Brown</a></p> <p><a href="https://twitter.com/lorrabrownPR">@lorrabrownPR</a></p> <p>With consumers already annoyed by Halloween&#39;s premature &quot;creep&quot; back into stores, far be it from me to even think about Valentine&rsquo;s Day. However, as an industry, it&#39;s never a bad time to reflect on all of the things there are to love about public relations. Here are my top 10:&nbsp;</p> <p><strong>1. Stability&nbsp;</strong></p> <p>Public relations jobs consistently rank as top careers in national media polls, government census statistics, industry associations and business analyst reports. Few careers can boast continued growth during an economic recession.&nbsp;</p> <p><strong>2. Opportunities</strong></p> <p>The entrepreneurial nature of public relations work is invigorating. Great ideas and sound strategic thinking are welcome at all levels of the business. As such, if you take initiative and show how your great ideas will positively impact business, you can truly carve out a niche for yourself and advance accordingly.&nbsp;</p> <p><strong>3. Excitement&nbsp;</strong></p> <p>You&rsquo;ll never be bored in public relations. It is an ever-evolving industry and the fast-paced environment ensures you won&rsquo;t be sedentary. From social media marketing to event planning, to media training and beyond&mdash;the creative, strategic and tactical work you might do is never the same on any given day. If you thrive on variety, this career is perfect for you.&nbsp;</p> <p><strong>4. Impact&nbsp;</strong></p> <p>Marketing, advertising, promotion, sales and public relations disciplines are rapidly integrating. With traditional silos blurring, public relations professionals are increasingly leading business and marketing strategy and earning the respect of the C-suite executives. There is nothing more rewarding than helping an organization overcome business challenges.&nbsp;</p> <p><strong>5. Results</strong></p> <p>There is great satisfaction in seeing the results of your hard work. Whether you earn a &ldquo;Today&rdquo; show segment or see an increase in website traffic, knowing that you are the reason your client or company exceeded its goals is incredibly gratifying.</p> <p><strong>6. Learning&nbsp;</strong></p> <p>You never stop learning in the public relations field. Public relations requires a great deal of intellectual curiosity. Whether conducting research for a new project, trouble shooting a client issue or interacting with a dizzying cast of characters (colleagues, clients, journalists, consumers, etc.), you become smarter and more aware of the world every day.</p> <p><strong>7. Perks</strong></p> <p>For dedicated public relations professionals, the hard work outweighs any public relations perks. But it can be fun to work with your favorite celebrity, travel to exotic locales, sample cool new products or dine at the hottest new restaurant.&nbsp;</p> <p><strong>8. Camaraderie&nbsp;</strong></p> <p>Some of your best friends in life are likely to be those with whom you have worked. I know many public relations professionals who have met their future spouse or who maintain lifelong friendships with colleagues and clients.&nbsp;</p> <p><strong>9. Meaning&nbsp;</strong></p> <p>Public relations, when conducted ethically and responsibly, is not about &ldquo;spin&rdquo; or pitching nonsense stories to uninterested media. There are thousands of examples in which public relations helps raise awareness, funding and educates audiences about serious issues, causes and organizations. Legitimate public relations professionals promote businesses that make positive impacts on society.&nbsp;</p> <p><strong>10. Anything and everything&nbsp;</strong></p> <p>Public relations skills apply to virtually every industry and interest area, providing endless opportunities to merge personal and professional interests. Are you a music junky? Pursue a career promoting bands or record labels. How about sports? You may wish to become a sports information director or corporate communication professional for a sports team.&nbsp;</p> <p>Love a great debate? Issues and crisis management are essential public relations functions.&nbsp;</p> <p>Interested in science? Healthcare public relations jobs abound.&nbsp;</p> <p>Do you want to help people? Non-profit or corporate social responsibility careers are rewarding options. The opportunities are endless. No idea what to do? Work at a public relations firm where you work across several industry sectors.&nbsp;</p> <p>Join me in giving a toast to our passion for public relations by sharing what it is you love about our field.</p> <p><em>Lorra M. Brown is an assistant professor of public relations/professional communication at William Paterson University in Wayne, N.J. She serves as the internship coordinator and advisor to the Student Public Relations Association. Prior to her faculty position, she held senior-level positions at Ogilvy Public Relations Worldwide and Weber Shandwick Worldwide.</em></p> <p><em>A version of this story originally ran on PR Daily in February 2012.</em></p> http://www.pria.com.au/priablog/10-things-to-love-about-public-relations http://www.pria.com.au/priablog/10-things-to-love-about-public-relations Fri, Nov 01 2013 5 life lessons learned in public relations <p><strong>5 life lessons learned in public relations</strong></p> <p><strong>Author: </strong>Mickie Kennedy</p> <p>Working in this industry teaches you many things.</p> <p>Most of the tidbits you pick up on your way through the jungles of public relations can also be applied to everyday life. Here are five gems that I&rsquo;ve embraced:</p> <p><strong>1. People are funny.</strong></p> <p>Whether you&rsquo;re wheeling and dealing with another public relations pro or trying to win over a new client, the one thing in common you find is that people never fall into the stereotype or group they&rsquo;re supposed to.</p> <p>You&rsquo;ll meet hardcore conservatives who are more open-minded than any clove-smoking liberal and very old men who enjoy nothing more than selling the latest technological advances. People rarely fall into the categories others think they should.</p> <p><strong>2. Words are important.</strong></p> <p>No matter your message, what you say is very important. Even more important is how you say it. The words you choose during your campaign can make or break the whole shebang, so it becomes increasingly apparent that every single word is crucial.</p> <p>Always make sure that you always reconsider everything you write down. One slip can be disastrous, and those slips are often completely unintentional, made by someone who wasn&rsquo;t aware what they were saying was offensive or misleading.</p> <p><strong>3. Making friends is better than making contacts.</strong></p> <p>Just because they&rsquo;re virtual doesn&rsquo;t mean they&rsquo;re not real. Teenagers have been arguing this point for years now, and PR pros now know it&rsquo;s true. Instead of just making business contacts and colleagues, it&rsquo;s much better to make friends with the people who regularly interact with you.</p> <p>Of course, relationships with virtual buds are even more rewarding when you meet those people in the real world, so attending trade shows or just meeting for coffee if you&rsquo;re close by is a good idea. Contacts help you create a business; friends help you create a life.</p> <p><strong>4. You can never be too careful.</strong></p> <p>Again, watch what you say and do. Thinking and planning your strategy before you act is essential. The best laid campaigns of mice and men have fallen astray with one slip, so another life lesson is that you can never be too careful.</p> <p>If you apply this lesson to everything in your life, imagine how much easier things would be? Plan and strategize, strategize and plan.</p> <p><strong>5. Being yourself is important.</strong></p> <p>One of the best things about the use of social media is getting to directly interact with your customers, and the most fun aspect of this is people want to hear from real people. The usual business of always acting like a big know-it-all company just doesn&rsquo;t cut it anymore. To be a true face of your business means that you get to act like the interesting person you are.</p> <p>Not many aspects of business allow you to act like yourself, so take advantage and embrace it.</p> <p>Have you learned any life lessons from working in PR?</p> <p>&nbsp;</p> <p><em>This article previously appeared in <a href="http://www.ereleases.com/prfuel">PR Fuel</a> and was written by Mickie Kennedy, founder of <a href="http://www.ereleases.com">eReleases</a>, the home of affordable press release distribution. <a href="http://www.prfuel.com">PR Fuel</a> showcases advice and articles on social media, PR, publicity, and online marketing. Download the free 150-page ebook Beginner&#39;s Guide to Writing Powerful Press Releases <a href="http://www.ereleases.com/insider/beginnersguide.html">here</a>. </em></p> <p>&nbsp;</p> <p>&nbsp;</p> http://www.pria.com.au/priablog/5-life-lessons-learned-in-public-relations http://www.pria.com.au/priablog/5-life-lessons-learned-in-public-relations Thu, Oct 31 2013 Spot the 'PR' in sPoRt: A Short History of Instrumental Elements <p><span style="font-size: 1.1em; line-height: 1.5em;">In ancient Greece, home of the Olympiad as the first recognised sporting competition, it is unimaginable that marketing, promoting and especially sponsoring the quadrennial tournament would have occurred. At a time of inter-city-state war within Greece&rsquo;s boundaries, the only public relations plan would have been executed by messengers who circulated, spreading the news of the &ldquo;Sacred Truce&rdquo; decreed by the government in the city of </span>Elis<span style="font-size: 1.1em; line-height: 1.5em;">. This mandate would call for a cease to any national wars for a month leading into the one-day games, which were a religious, one-day festival of athleticism in honour of Zeus.</span></p> <p>This wholly uncomplicated marketing plan did have its own archaic agenda, however. As much as this plan&rsquo;s aim was to ensure safe travel to the valley of Olympia for over 50,000 attendees &ndash; these hopeful viewers exclusively had to be men, boys or unmarried girls. Women caught within the stadium were punished. As unsurprising as this may be for an event in masculine 776 B.C. &ndash; there was a female games event organised in honour of Hera; Zeus&rsquo;s wife which also took place every four years. Whether these games - in correspondence to Zeus&rsquo;s - held present the poets, politicians and celebrities of the time; along with a closing feast ceremony as did the main event; is speculation.</p> <p>Fast forward almost three thousand years and some of the intrinsic values and processes remain transcendental in sport &ndash; not just the Olympics. The opening and closing ceremonies; monarchs as patrons along with sporting legends and educators - not-to-mention the call for unity of now-global competing states &ndash; all familiar expectations in sporting terms. Certainly the widespread interest from the public in global sporting events such as world cups, continental contests and even national tournaments (as the Olympics once were) require months and now years of planning. Only now; cost is the perennial pivot.</p> <p>Even as athletics and most of the events present at the first games remain non-professional sports, last year&rsquo;s Olympics were beyond successful largely due to the organisation and marketing of the festival. While winners at the first games were probably as competitive and as revered during the period, in more complex modern days, the gifts of laurel wreaths have glitteringly been eclipsed by present days of gold, silver, bronze and posterity. But while the Olympiad for Zeus was itself a religious festival, what we see now are real public &ldquo;relations&rdquo; in every sense, forged to join nations whose religious constitutions have perhaps in the past only forged war.</p> <p>Not only were milestones reached at last year&rsquo;s Olympics in terms of more sports involved at the thirtieth modern games, but we saw women competing from nations such as Saudi Arabia; possibly unprecedented and unpredicted by many a decade ago. The language of sport is now crossing boundaries and this in cultural terms which can divide nations, conquer impossibilities and thus unite at the same time &ndash; must be celebrated.</p> <p>For many, sport is an identity. Some of the most intense tribal rivalries, battles and evidently &ndash; marketable brands of sport are those which give individual identity. Until the turn of the century; this was, in terms of team identity; largely a localised or national form. It is quite doubtful whether brands; now as big as FC Barcelona or New York Yankees would have gained such followings without the influence of television, sponsorship the Internet or public marketing. Yet nowadays it is nearly impossible to visit a sports shop in Qatar without seeing all available Barcelona jerseys or a Yankees cap.</p> <p>In clubs of numerous sports around the world &ndash; identity in numbers has brought out the best - and worst when two tribes go to war on a field. While atmosphere can reach almost ethereal peaks, it can erupt. Public relations tools are used by designated spokespersons in many guises. On terraces in all football codes, banners and flags of famous people can be used to celebrate as well as incense. Sportsmen and women are now used as devices to open doors in a plethora of ways. The mention of David Beckham&rsquo;s name would conjure different definitions in people from different social backgrounds. Even different sports can define identities based upon the social backgrounds associated with those partaking. Association football players have often been heard to label rugby players &ldquo;egg-chasers&rdquo; while many sporting puritans would label the game of darts a pub sport; and not-to-be taken as seriously. Both require dedication and skill.</p> <p>With reference to the skilful and dedicated; success and universal recognition from championing a sport has been taken to another level by manufacturers. One of the most powerful PR tools of the past forty years has been the slogan and brand catchphrase. &ldquo;Just Do It,&rdquo; and &ldquo;Impossible is Nothing&rdquo; are two of many succinct phrases used to epitomise dedication in sport from the two most familiar manufacturing brands.</p> <p>To go a step further; football, golf, rugby, athletics, swimming, snooker &ndash; even fishing has products endorsed by the most famous names in each recognised sport. For public relations, however &ndash; this has endless possibilities for gain, but can also damage a company&rsquo;s (not to mention the player involved) profile when an endorsement is invested upon high-profile characters. Socially, with access to information just a tap and a click away nowadays &ndash; this includes personal lives of sportsmen and women. &ldquo;I am Tiger Woods&rdquo; was seemingly a stroke of marketing genius until the relationship between Nike and Woods soured, following the golf master&rsquo;s personal life receiving attention for adverse reasons. Twenty years previously, one of the biggest sporting figures in the world; Michael Jordan&rsquo;s &ldquo;Air Jordan&rdquo; shoes were so sought-after, that in a period of heavy social unrest, change and violence in the USA; that stories of urban shootings were broadcast. Persons wearing pairs of the elusive shoes in ghettoised areas became victims of their own fashion sense by losing not just their shoes, but their lives. Any messages and ideals of dedication in these cases; were being warped by urban tensions and extreme social behaviour in a scramble for capital gain. These instances have still been reported within the last year.</p> <p>While David Beckham&rsquo;s popularity has been gained through footballing talent plus model-looks (as well as his own family&rsquo;s marketability through his wife&rsquo;s music career) the baton of selling has now been passed on &ndash; switched if you like &ndash; with the athlete holding the power of merchandising. Fragrance brands, clothing lines and, yes - cooking machinery (George Foreman) have branded names of sportsmen stamped upon the labels. I can only wonder if corporate marketing were around in the 6th Century B.C. &ndash; how the world would have treated Milo of Croton. As an Olympic champion in lifting and wrestling over six separate festivals, one of Pythagoras&rsquo; leading students and with books written; what slogans would have surfaced bearing his name.</p> <p>Some of the most enduring, iconic images in memory at Olympic Games &ndash; both in the tyranny of nations and in overcoming social odds have come from past games. The eerie procession of the torch in the 1936 Berlin games (with the flame being carried past tens of Nazi flags), then thirty-two years later in Mexico the famous human-rights salute on the winners&rsquo; podium from American athletes Tommie Smith and John Carlos. For the more light-hearted side of sport we can consider the more surreal footage of Queen Elizabeth II parascending into Olympic Stadium, London with James Bond, then casually taking her designated seat to herald the start of last year&rsquo;s games. These can all capture and define moments in times where the public will remember the games&rsquo; social successes and failings, accordingly. What we must remember is that the media&rsquo;s role in each of these cases &ndash; sometimes by censorship, also by overkill can have different effects. One would like to think that for each competing nation; images of their own dedicated competitors&rsquo; elation would be the most important keys to their own sporting PR schemes and future progress.</p> <p>While considering the media&rsquo;s role in sport added to sport&rsquo;s own iconography; brand management, advertising and regulations in today&rsquo;s market are fascinating subjects. We see sponsors as essential to the survival of nearly all brands (more so non-professional sports like Olympic sports or semi-professional bodies), we can only look to the rise of certain sports and their parallels with industry for indications of stability and importance. American Football, as late as sixty years ago; was suffering peripheral following. According to Bill Bryson, &ldquo;Not until the 1950s and the age of television did professional football attract a huge and devoted following.&rdquo;*</p> <p>Games such as gridiron and Australian rules football maintain lucrative commercial deals annually, as well as commanding huge weekly passionate attendances and participation at venues across the USA and Australia. Both can generate immense marketing via merchandise and television-viewing figures in both nations.</p> <p>Neither has, however, become a global sport outside of their respective lands yet comfortably sustain within strong economies and now-established sub-cultures.</p> <p>For the future of PR in sport? It remains unseen for each governing body, each nation state and for every individual to decipher their own puzzles. Will my team or even my sport sustain itself through financial difficulty? Which brands can I buy? Which brand is our country allowed to sell? These are all regular questions asked daily. For all parties; player, supporter, team, brand manager, physiotherapist, prospective investor &ndash; in the true Olympic spirit of sport, one puzzle can remain for all parties involved. As once said John F. Kennedy, ask not what your sport can do for you; ask what you can do for your sport.&nbsp;</p> <p>On Thursday, 14 November our diverse range of panellists will&nbsp;delve into each intrinsic facet of this specific industry. If you want to hear from behind the pen of a sports writer, a sports manager, an agency who specialises in sports PR and&nbsp;an iconic sports organisation then please join us at the Jack Ryder Room at the Melbourne Cricket Ground and register below. It&#39;s a great way to start off your day listening to these experts behind a beautiful backdrop.&nbsp;</p> <div><span style="font-size:12px;">PRIA Victoria &#39;Sports PR&#39;</span></div> <div><span style="font-size:12px;">Thursday, 14 November 2013</span></div> <div><span style="font-size:12px;">Jack Ryder Room, Melbourne Cricket Ground</span></div> <div><span style="font-size:12px;">$65 for members</span></div> <div>&nbsp;</div> <div><span style="font-size: 12px;"><b>Panellists:</b></span></div> <ul><li><span style="font-size: 12px;">Peter Young, Cricket Australia</span></li> <li><span style="font-size: 12px;">Jon Ralph, The Herald Sun</span></li> <li><span style="font-size: 12px;">James Henderson, DSEG</span></li> <li><span style="font-size: 12px;">Lauren Zammitt, Wrights PR</span></li> </ul> <p><a href="http://www.pria.com.au/training/event/pria-victoria-leadership-breakfast-spot-the-pr-in-sport"><img alt="" src="/sb_cache/priablog/id/2174/f/Click here to register.jpg" style="width: 300px; height: 56px;" /></a></p> <p>Author: Nathan Jones, Blogger&nbsp;<a href="https://twitter.com/NathanJonesey">@NathanJonesey</a></p> http://www.pria.com.au/priablog/spot-the-pr-in-sport-a-short-history-of-instrumental-elements http://www.pria.com.au/priablog/spot-the-pr-in-sport-a-short-history-of-instrumental-elements Thu, Oct 31 2013 Why Jaâmie shouldnât work in PR <p>Author: Nicole Webb</p> <p>Co-Founder</p> <p>Impact Communications&nbsp;</p> <p>&nbsp;</p> <p><span style="font-size: 1.1em; line-height: 1.5em;">Wh</span><span style="font-size: 1.1em; line-height: 1.5em;">ile I&rsquo;m all for encouraging the youth of today to join my profession, there&rsquo;s just some people who should consider an alternative career.</span></p> <p><span style="font-size: 1.1em; line-height: 1.5em;">Yes,&nbsp;</span>Ja&rsquo;mie<span style="font-size: 1.1em; line-height: 1.5em;"> 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.</span></p> <p><span style="font-size: 1.1em; line-height: 1.5em;">Where </span>Ja&rsquo;mie<span style="font-size: 1.1em; line-height: 1.5em;"> will fall short is her ability to listen (and we listen a lot), and then be able to respond thoughtfully and responsibly to what&rsquo;s being said.</span></p> <p><span style="font-size: 1.1em; line-height: 1.5em;">A good public relations practitioner will listen, and pass on what they learn and advise on what to do next. They will also use plain language to communicate. While &lsquo;quiche&rsquo; might be trending on Twitter it&rsquo;s not a word that most people would use or understand its meaning (PR is a quiche career, by the way).</span></p> <p><span style="font-size: 1.1em; line-height: 1.5em;">We also look for the best ways to communicate and Ja&rsquo;mie needs to understands that this goes beyond talking to people and organising events.</span></p> <p><span style="font-size: 1.1em; line-height: 1.5em;">A good PR practitioner also assesses the risk of events or activities and makes contingency plans to manage communication effectively if things do go wrong. I suspect it will be Ja&rsquo;mie who will be in need a PR professional to rebuild her reputation once her interpretive dance makes it to Youtube.</span></p> <p><span style="font-size: 1.1em; line-height: 1.5em;">In the past, PRs were once described as being a bit like a megaphone. Today&rsquo;s PRs need to be just as much about listening as communicating. We canvas stakeholders opinions not what it should be at the school assembly. We bring a better understanding of the outside world into our clients and employers and then help find practical ways to respond to it.</span></p> <p><span style="font-size: 1.1em; line-height: 1.5em;">Perhaps while on her gap year </span>Ja&rsquo;mie<span style="font-size: 1.1em; line-height: 1.5em;"> should rethink her career aspirations - advertising?</span></p> http://www.pria.com.au/priablog/why-jamie-shouldnt-work-in-pr http://www.pria.com.au/priablog/why-jamie-shouldnt-work-in-pr Wed, Oct 30 2013 Social Media Barometer <p><strong>SOCIAL MEDIA BAROMETER AT SMWTO</strong></p> <p><strong>Author:</strong>&nbsp;Martin Waxman&nbsp;</p> <p><a href="https://twitter.com/martinwaxman">@martinwaxman</a></p> <p>​<a href="http://martinwaxman.com/">Martin Waxman&nbsp;Communications</a></p> <p><br /> 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&rsquo;t seem to anymore.</p> <p><br /> I embrace the changes because there&rsquo;s a a fantastic energy to creative disruption and it&rsquo;s turned us all into <a href="http://storify.com/martinwaxman/social-media-education-goes-to-university-smwto-20">lifelong learners.</a> And personally, I like that the expression &lsquo;because that&rsquo;s how it&rsquo;s always been done&rsquo; has lost its power and meaning. Nothing&rsquo;s on the tip of our tongues anymore. We&rsquo;ve outsourced our memories and knowledge to Google.</p> <p><br /> Here&rsquo;s an overview of what I talked about at <a href="http://socialmediaweek.org/toronto/">Social Media Week Toronto</a> in my Social Media Barometer session.</p> <p><br /> <strong>New generation gap</strong><br /> There&rsquo;s a clash of generations in the workplace. Boomers are still in charge, reluctantly passing the torch to GenX. And yet Millennials have another view and see things through a different lens &ndash; <a href="http://online.wsj.com/news/articles/SB10000872396390443779404577643981045121516">Google glass</a> perhaps. Many Millennials don&rsquo;t think about traditional media at all when they search for information and news. They rely on social networks. They&rsquo;re outlet agnostic. And that&rsquo;s where we all seem to be heading.</p> <p><br /> <strong>21st century moguls in waiting</strong><br /> Wide screen televisions don&rsquo;t seem to be big enough anymore. We need a second &ndash; or third &ndash; screen to keep up with the commentary, behind the scenes and the shows themselves. When it filed for its IPO, Facebook said 85% of its revenues came from advertising . YouTube offers production deals to professionals and amateurs. And Twitter&rsquo;s heading to an IPO and gobbling up companies that can help them sell and demonstrate the ROI of promoted posts.</p> <p><br /> The old big three used to be ABC, CBS and NBC, now we have a new big three Facebook, Google/YouTube and Twitter, with LinkedIn in the role of Wall Street Journal and Pinterest as Life, the specialty network.</p> <p><br /> <strong>It&rsquo;s digital first</strong><br /> Meanwhile, many traditional media are adopting a digital first approach and leaving print behind, including the <a href="http://mashable.com/2013/09/28/lloyds-list-going-digital/?utm_cid=mash-prod-email-topstories&amp;utm_emailalert=daily&amp;utm_source=newsletter&amp;utm_medium=email&amp;utm_campaign=daily">world&rsquo;s oldest newspaper</a>. And yet some PR folks still regard the news release as the ultimate answer. They don&rsquo;t realize the question has changed.</p> <p><br /> <strong>What&rsquo;s the future bring?</strong><br /> I&rsquo;m going to focus on three things:</p> <p><br /> 1. <em><strong>Strategy</strong></em> - Lead with creativity. Think beyond the not one-off and figure out how to build engagement over time. Understand the metrics and what catches on and always be ready to adapt.<br /> 2.<em><strong> Training</strong></em> &ndash; Learn and then teach. There&rsquo;s an opportunity for us to be more like management consultants &ndash; that is, listen, train and then step back and offer counsel on both the strategic and tactical fronts.<br /> 3. <em><strong>Content </strong></em>- In a world where community management is the new PR, start thinking like a publisher and a publicist. Our stories should entertain, educate and engage. Whether we like it or not, we&rsquo;re all in showbiz!</p> <p>&nbsp;</p> <p>If you&rsquo;re interested, here are the <a href="http://storify.com/martinwaxman/social-media-barometer-smwto-2013">#smwbarometer Twitter comments</a> and my <a href="http://www.slideshare.net/martinwaxman/social-media-barometer-smwto13-martin-waxman">presentation on SlideShare</a>.</p> <p>What are your ideas about where we&rsquo;re heading and how we get there?</p> <p>&nbsp;</p> <p><em>This article was originally published on <a href="http://spinsucks.com/">Spin Sucks.</a>&nbsp;</em></p> <p><em>Martin Waxman is a digital, social media and communications strategist, content marketer, social media instructor and co-founder of three PR agencies. He blogs at <a href="http://martinwaxman.com/category/blog-posts/">myPALETTE</a> and hosts the <a href="http://www.insidepr.ca/">Inside PR</a> podcast.</em></p> http://www.pria.com.au/priablog/social-media-barometer http://www.pria.com.au/priablog/social-media-barometer Tue, Oct 29 2013 Public Relations education: are we making a difference? <p style="text-align: center;"><strong>Public Relations education: &nbsp;are we making a difference?</strong><br /> Hunter Institute of Mental Health</p> <p style="text-align: center;">Public Relations Education and Training Study</p> <p><br /> <em>The power of public relations to shape community attitudes is well documented but with it comes professional responsibility. Mental illness and suicide are two key social issues requiring the profession of public relations to consider its role (Skehan et al. 2012).</em></p> <p><br /> Funded by the Australian Government&rsquo;s Department of Health under the National Suicide Prevention Program, the Mindframe National Media Initiative is managed by the Hunter Institute of Mental Health (Hunter Institute). Program activities include national leadership, resource development and national dissemination, and ongoing contribution to the evidence base in this area.</p> <p><br /> Mindframe for public relations education in universities has been in progress for over four years and provides students with education to enhance their knowledge and skills so that they will be prepared to respond appropriately to communication associated with sensitive, health related issues. Mindframe offers a suite of flexible multi-media curriculum resources designed in consultation with public relations professionals, based on a successful existing university undergraduate program.</p> <p><br /> While the curriculum materials focus on health issues, the resources have application to other areas of social responsibility. The resources reflect the model of empowerment and capacity building, avoiding proscription or censorship but offering emerging practitioners tools, skills and knowledge to make their own informed decisions about the way in which they can responsibly communicate in practice.<br /> To ensure the relevance and practicality of the resources, the Hunter Institute would now like to evaluate the educational approaches and outcomes of the public relations education.</p> <p><br /> We are currently seeking to interview individuals who have completed a university degree within the last five years who are now working in public relations. The purpose of the interview will be to gather information about the exposure public relations practitioners had to training on how to communicate about sensitive health-related issues during their undergraduate studies.&nbsp;</p> <p><br /> The Hunter Institute would like to invite all recently graduated public relations practitioners to participate in this study. We encourage all people who meet the eligibility criteria to contact us as soon as possible and will be taking expressions of interest until 15 Nov 2013.</p> <p><br /> Participants are eligible if they:<br /> &bull;&nbsp;&nbsp; &nbsp;are over 18 years of age;<br /> &bull;&nbsp;&nbsp; &nbsp;have completed an undergraduate degree within the past five years;<br /> &bull;&nbsp;&nbsp; &nbsp;are currently practicing in Public Relations</p> <p>The evaluation study will take the form of an open ended questionnaire conducted over the phone which will take approximately 20 minutes. For those who are interested in participating in this study, please refer to the <a href="http://www.himh.org.au/__data/assets/pdf_file/0007/9376/Information-statement-PR.pdf">Information Statement</a>.&nbsp;We encourage all people who meet the eligibility criteria to contact Project staff as soon as possible and will be taking expressions of interest until&nbsp;15 Nov 2013.&nbsp;<br /> <br /> If you have any questions or would like to apply to participate in this research please contact:<br /> &bull;&nbsp;&nbsp; &nbsp;Jenyfer Locke on 4924 6705 or Jenyfer.Locke@hnehealth.nsw.gov.au &nbsp;<br /> &bull;&nbsp;&nbsp; &nbsp;Ross Tynan on 4924 6744 or Ross.Tynan@hnehealth.nsw.gov.au&nbsp;</p> <p><br /> We would like to thank PRIA members for disseminating this information to colleagues through professional or alumni networks and to also promote and encourage participation in this study.<br /> We thank you for your support.</p> <p>Skehan, J., Xavier, R., Lowthe, S. (2012). Empowering Future Practitioners: &nbsp;A Curriculum Approach to Enhance &#39;Response Able&#39; Communication and Mental Health Issues. Asia Pacific Public Relations Journal, Vol 13 (2), 2012</p> http://www.pria.com.au/priablog/public-relations-education-are-we-making-a-difference http://www.pria.com.au/priablog/public-relations-education-are-we-making-a-difference Mon, Oct 28 2013 What Content Marketing Means to PR and Traditional Media <p><strong>What Content Marketing Means to PR and Traditional Media (and Traditional Journalists, Too)</strong></p> <p><strong>Author: </strong>Tony Silber</p> <p><a href="http://http://twitter.com/tonysilber">@tonysilber</a></p> <p>When I started out in journalism&mdash;in daily newspapers&mdash;every so often you&rsquo;d have a colleague opt out of the reporter&rsquo;s life and move into PR instead. It always seemed like a loss, because some of those colleagues were the most capable among us.</p> <p>But journalism&rsquo;s loss was PR&rsquo;s gain. Today, in 2013, that&rsquo;s perhaps more true than ever, because of the disruption of the traditional media world. Let&rsquo;s be honest with what&rsquo;s happening: The newspaper industry&mdash;the industry dedicated to putting news on a paper product, which is printed and distributed every morning&mdash;is dying. Print newspapers probably will be gone in a generation or less. The print-magazine industry is less challenged than newspapers, but the trend is clear. Think about what&rsquo;s happened.</p> <p>&bull; It&rsquo;s not just that new technologies have massively changed media-consumption patterns and expectations.</p> <p>&bull; It&rsquo;s not just that the Internet has destroyed many forms of revenue-producing classified advertising, which once was a staple of newspaper businesses.</p> <p>&bull; It&rsquo;s not just that it&rsquo;s become an extraordinary challenge to invest resources in highly qualified journalists to produce news, when that news is then redistributed online for free within minutes. How do you make money in that environment?</p> <p>&bull; It&rsquo;s not just that newspapers have become an inefficient and outdated vehicle for local advertising. Local ad revenue is soaring, but it&rsquo;s online, and going to contextual and ROI-oriented technology companies like Facebook and Google.</p> <p>&bull; And it&rsquo;s not just that paid reader circulation&mdash;an essential part of the revenue model for newspapers and magazines&mdash;is unpredictable, at best, online.</p> <p>It&rsquo;s all those things, combined. And the pace of change is accelerating. One outcome has been a wave of downsizings in the newspaper and magazine worlds, with more journalists moving into PR. And ironically, what many of them are doing now is&mdash;wait for it&mdash;creating journalism! They&rsquo;re just doing it for all different kinds of brands, not just media brands. They&rsquo;re serving brand communities, not geographic or industry-specific communities.</p> <p>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&mdash;they tell interesting and relevant stories that readers like. This storytelling doesn&rsquo;t work if it&rsquo;s product pitching in disguise. It&rsquo;s more sophisticated than that. And usually, it&rsquo;s the PR staff that handles content marketing.</p> <p>Is content marketing a threat to journalism? No. No more so than the bottom-feeder media companies that for 100 years neglected journalism and viewed content as &ldquo;the space between the ads.&rdquo;</p> <p>What is happening is this: As marketers increasingly engage in content marketing&mdash;online, on social media, in video&mdash;they make PR stronger. They become a new source of competition for traditional media companies. And they also provide a new source of employment for those professional journalists who&rsquo;ve found that career opportunities, good incomes and professional growth are no longer as plentiful in traditional media.</p> <p>Maybe those folks who went into PR when I was starting out were just a bit ahead of the trend line.</p> <p><em>This article was originally published on <a href="http://www.prnewsonline.com/prnewsblog/index.php/2013/09/16/what-content-marketing-means-to-pr-and-traditional-media-and-traditional-journalists-too/">PR News. </a></em></p> http://www.pria.com.au/priablog/what-content-marketing-means-to-pr-and-traditional-media http://www.pria.com.au/priablog/what-content-marketing-means-to-pr-and-traditional-media Fri, Oct 25 2013 Ignite Your Personal Brand <p><img alt="" src="/sb_cache/priablog/id/2152/f/Qqma6Rl.jpg" style="width: 450px; height: 281px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p><strong>Ignite Your Personal Brand: 4 Considerations When Building Your Profile and Reputation</strong></p> <p>It was way back in mid 1997 that management guru and best-selling author&nbsp;<a href="http://www.tompeters.com/">Tom Peters</a>&nbsp;first put the concept of personal branding on the map with a cover story for Fast Company magazine entitled&nbsp;&#39;<a href="http://www.fastcompany.com/28905/brand-called-you">A Brand Called You</a>&#39;.</p> <p>The article instantly became a classic, representing the Zeitgeist for the business world at the time.</p> <p>Peters wrote:</p> <p><em>&quot;It&#39;s time for me -- and you -- to take a lesson from the big brands, a lesson that&#39;s true for anyone who&#39;s interested in what it takes to stand out and prosper in the new world of work.</em></p> <p><em>&quot;Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You.&quot;</em></p> <p><strong><span style="font-size: 1.1em; line-height: 1.5em;">Fast forward 15+ years and Peters&#39; words still ring true.</span></strong></p> <p>The difference today compared to 1997, however, is the advent of social media and free, easy-to-use personal publishing tools that help you to tell your story, share your ideas, amplify your voice, grow your audience and build your brand - on a global scale if that&#39;s your want.</p> <p>However, it&#39;s one thing to know you can leverage the power of social media and content marketing to ignite your personal brand, build your profile and increase your influence and authority - it&#39;s another matter to join the dots strategically and then execute with passion and purpose, ensuring you make new media technologies work&nbsp;for&nbsp;you.</p> <p><strong><em>Here are four things you need to consider (and act upon) in order to ignite your personal brand in today&#39;s hyper-connected world:</em></strong></p> <p><strong>1. &nbsp; Commit to becoming a mini-media mogul</strong></p> <p>Firstly, you need to make an ongoing commitment to creating interesting, useful or thought-provoking content relevant to your audience; you need to embrace the fact you&#39;re now a&nbsp;bona fide&nbsp;publisher, with a story to tell and an audience to grow.</p> <p>There are no gatekeepers any more, just you and a direct virtual line to your audience. Wow them with your insights, provoke them with you opinions; spark conversation and debate around issues affecting your industry; use video and/or audio to give people more options to consume your awesome content!</p> <p><strong>2. &nbsp;Understand that content is just one part of the equation</strong></p> <p>Being active on social media channels - participating as a real human being, with enthusiasm, personality and humility - not only will make your content work harder and get discovered and shared more readily, it will also help you grow your network and build relationships with potential customers and the people who influence them.</p> <p>Engaging in real time with people - helping their cause by shining the spotlight on them, adding value to their lives, and simply having fun and being&nbsp;you&nbsp;- can pay tremendous dividends in ways that will surprise you over the long term!</p> <p><strong>3. &nbsp;Integrate your efforts to ensure effective &#39;one-two punch&#39; results</strong></p> <p>In boxing, being able to snap two punches into your opponent&#39;s face in quick succession can reap devastating results (not so much for the poor sod copping it in the schnoz though). In personal branding terms, your one-two punch is the seamless integration of offline and online activities.</p> <p>For example, don&#39;t just attend that industry conference, work it baby! Create content - write blog posts, record video interviews with participants, tweet live from the event - plus leverage the opportunity to connect and build relationships with the people you meet, via the likes of Twitter and LinkedIn.</p> <p><strong>4. &nbsp;Never forget, it&#39;s about building a community of fans, followers and advocates</strong></p> <p>Yes, building awareness and gaining visibility in the marketplace is nice. Getting traction with your blog posts or having people tweet about you is great. However, your ultimate goal should be to grow and nurture a community of advocates, or what I like to call a &#39;village of support&#39;, for your brand.</p> <p>Having a solid and vocal (and today, hyper-connected) band of friends, peers and enthusiasts who support you and what you stand for will help you get to where you want to get to quicker - as long as you don&#39;t abuse the relationship. They will share your content with their network of friends, amplify your opinions and ideas through their conversations with others, talk about you in glowing terms with whomever will listen (including recommending your products and services) and, if you have stuff for sale, they&#39;ll stand in virtual line to buy it!</p> <p>&nbsp;</p> <p><em>This article was originally posted by Trevor Young on 29 August 2013 at&nbsp;<a href="http://prwarrior.typepad.com/my_weblog/2013/08/ignite-your-personal-brand.html">http://prwarrior.typepad.com/my_weblog/2013/08/ignite-your-personal-brand.html</a></em></p> http://www.pria.com.au/priablog/ignite-your-personal-brand http://www.pria.com.au/priablog/ignite-your-personal-brand Thu, Oct 24 2013 Eyes Of The Tigers: Success In Modern Sports <p class="statement"><span style="font-size:12px;"><span style="line-height: 1.5em;">Legend. </span>Galacticos<span style="line-height: 1.5em;">. Superstars. All-time great.&nbsp; How easy it is for these words to roll from the tongues of fans in the </span>21st<span style="line-height: 1.5em;"> century.&nbsp; After a few successful seasons playing at a club with maybe just a trophy, or after winning a big event or two; how quick are we to idolise our athletes, only then to drop them from a height when our expectations of them are dashed? More to the point &ndash; are the eyes of new, younger and developing fans as patient and avid as those wizened watchers of sport? Those who have seen the metamorphosis of our pastimes through financial recessions and political changes, through amateur and professional days and have observed characters come and go by the generation. As sports consumers we can be both extremely celebratory of the stars we see and love, but with our own eyes and mouths be brutally scathing as jungle predators.</span></span></p> <p>In comparing what was then and is now, a common point of discussion among media circles in this age would be &ldquo;If Bradman were alive now, what kind of a player would he be in today&rsquo;s game?&rdquo; or &ldquo;If Laver faced Djokovic now after catching up with change in pace, how would it end?&rdquo;&nbsp; Is Maradona still more skilful than Ronaldo or Messi? Over the passing of time, the evolution of sports and to be more concentrated upon the matter; marketability in 2013 &ndash; how would we measure a player, team or even an achievement&rsquo;s longitude? By its unique place in time or by the manner of how it was achieved? With 2013&rsquo;s sports demanding far more of a sportsman&rsquo;s dedication if he or she is to be a winner, all eyes are on the prize-hunters.</p> <p>Despite the bandying about of terms such as &ldquo;legend&rdquo; - skills, talents and commitment to a sport may now be insufficient to be remembered a true great. To gain ultimate acceptance in all corners of the shrinking world (as far as access to global recognition is concerned), there have to be boxes ticked right, left and centre.</p> <p>With a hugely laboured winter of much discontent here in Australia just, and only just over &ndash; we can maybe catch some breath and reflect upon the tumultuous goings on around paddocks, race-tracks and arenas around the world.&nbsp; With off-the-field behaviour, training methods and loyalty to contracts - not only on this fair island - constantly in the unrelenting media spotlight, are money and the view to success, by any means necessary - the main target in modern games or is dignity still important among sportsmen and women?</p> <p>If we cast our wandering eyes to the Australian Hall of Fame&rsquo;s values, eight words appear which capture the true content of a legend &ndash; whether individual or as a team. Respect. Tradition. Courage. Persistence. Greatness. Determination. Integrity. Confidence. Is each and every one of these instilled into contracts when players happily sign away? Of course not. Yet we as fans and &ndash; significantly &ndash; opposing fans &ndash; are quick to remind everyone of a player&rsquo;s mistake from the seats and terraces when he or she walks onto the playing field, even without kick-off having been reached.</p> <p>In today&rsquo;s highly publicised sporting climate, everyone appreciates heroes. Shirt sales for youngsters are some of the biggest money-spinners for clubs on every corner of the planet. Names on the backs of shirts add an extra dimension to financial income, as well as creating icons. Yet as a member of the (hopefully) wizened who can remember shirts of the past with numbers but without names, I for one would only hope that any wannabe famous personality behind the shirt nowadays claims the shirt with their heart&rsquo;s desire and not with a gluttonous mind.</p> <p>At a time when games get faster, records are broken and statistics in sport are an industry in themselves - many sporting teams and competitors are learning from these high frequencies that humility and a sense of humour in defeat could easily be a key to &ldquo;bouncebackability&rdquo;*. One encouraging sign of the past few years is how athletes and sporting icons are seen to give back to the communities by visiting the sick in hospitals and running training sessions at schools. If there is ever to be a long-term public relations requirement for any team or athlete &ndash; it is that the same eyes which condemn can also forgive. We can only look to Ben Johnson, the Olympic 100m gold winner of 1988 who now spends his time campaigning to rid sport of illegal performance-enhancing drug use (as well as trying to forever clear his own name) that a quarter of a century later, punishment can stay with you far longer than one defeat.<br /> <!--[endif]--></p> <p>With constant development of sports technology and training methods; in parallel with the raising of standards on each stage, there always seems the distraction of the &ldquo;other&rdquo; sides to sport. Glamour, tabloid and celebrity in the past decade have surely thrown social curve balls &ndash; in particular to youths - in many media guises. For some, the ultimate reasons of why athletes compete, why coaches create sporting goals and nurture talent - are less stark than what the more familiar athletes do in their spare time or marketing a product a light year away from their everyday chores. As an ex-teacher, the scroll of excuses I could list, as to why certain ex-students would casually, accidentally (but fully intentionally) forget their sports kit could range anything from &ldquo;my mother thinks that swimming is dangerous&rdquo; to &ldquo;I thought the lesson was tomorrow&rdquo; to a classically forged exclusion note. It boils down to the base fact that for some; the confidence to partake&ndash; whether for personal lack of belief or being brainwashed by others - is impossible to grasp.</p> <p>What we do see is nowadays often uncontrollable. As mottoes and proverbs go, people say that &ldquo;what they don&rsquo;t know won&rsquo;t kill them&rdquo;. Knowing the ins and outs of a professional athlete&rsquo;s life really shouldn&rsquo;t bear any relevance on our own. Yet, as for many; when becoming the wife of a footballer is a life or career goal due to no personal ambitions &ndash; then surely those eight values of the Hall of Fame should become our responsibility. Projecting the merits of those very words to more eyes than the dazzling glamour of wealth and luxury should mean &ldquo;what they do know will let them live&rdquo;.&nbsp; As a motto used effectively in a public place in my own country once said, &ldquo;Ambition is critical&rdquo;**.</p> <p>The focus of the sporting world should therefore remain on the enjoyment of being involved. &nbsp;The old adage &ldquo;it&rsquo;s not the winning &ndash; it&rsquo;s the taking part&rdquo; seems to have been often surpassed by only winning-at-all-costs marketing strategies when involving the top levels.&nbsp; Are we prepared to sacrifice sportsmanship for momentary glory? Perhaps a defining moment of sportsmanship came from the controversial Paolo Di Canio &ndash; much remembered for some world-class goals but as maligned for pushing over a referee and some other choice behavioural moments in his English Premier League playing days. After an opposing goalkeeper had fallen and injured himself while defending his own 18-yard box, the ball was crossed in to Di Canio, who had a clear chance to score. Instead, he caught the ball in the opponents, Everton&rsquo;s box. This sacrificed the chance to win the match (in the closing minutes with the match poised at 1-1). This gained a standing ovation from the whole ground. In this case, the act itself has to be labelled &ldquo;legendary&rdquo;.</p> <p>For more inspiration of character, this year&rsquo;s ACT Brumbies &ndash; unassuming in their progress over the Super Rugby season, yet hardly defeated in 2013 must be a disciplined model for teams in all codes across the country. The excitement of a nation finding a young pretender raises expectation and fervour among sports. Even as a non-Aussie, Ashton Agar&rsquo;s innings in the first test of the Ashes during the British summer was something sublime and respite from the dark stories of the colder winter months. Perhaps in this case the word &ldquo;legend&rdquo; is premature but the harnessing of talent from his age of nineteen &ndash; and even younger for talent in all sports &ndash; can push those values of determination, persistence and confidence onto teenage peers and show that the top is attainable. Just giving subtle reminders, as opposed to suffocating the public - with such examples (and in turn creating more pressure for the two parties concerned) can make a positive difference. We can then believe in legends.</p> <p>&ldquo;I&#39;ve missed more than 9000 shots in my career. I&#39;ve lost almost 300 games. 26 times, I&#39;ve been trusted to take the game winning shot and missed. I&#39;ve failed over and over and over again in my life. And that is why I succeed.&rdquo;</p> <p><strong><em>Michael Jordan</em></strong></p> <p>To hear more from Nathan, follow his blog <a href="https://www.tumblr.com/login?redirect_to=%2Fblog%2Fnathjonesey-75">here</a>.</p> <p><span style="font-size: 1.1em; line-height: 1.5em;"><span style="font-size:12px;">PRIA&nbsp;Victoria&#39;s &#39;Spot the PR in Sports&#39; leadership breakfast is taking place on Thursday, 14 November 2013 at the Melbourne Cricket Ground from 7.30-9.00am. If you&#39;d like to&nbsp;hear the latest the trials and tribulations of PR in the sports industry, register below.</span>&nbsp;</span></p> <p><span style="font-size: 1.1em; line-height: 1.5em;"><span style="font-size:12px;">We&#39;ve got&nbsp;Peter Young from Cricket Australia, Jon Ralph from the Herald Sun and James Henderson from DSEG all joining us for the panel session</span>.&nbsp;</span></p> <p><span style="font-size: 1.1em; line-height: 1.5em;"><a href="http://www.pria.com.au/training/event/pria-victoria-leadership-breakfast-spot-the-pr-in-sport"><img alt="" src="/sb_cache/priablog/id/2172/f/Register.jpg" style="width: 227px; height: 75px;" /></a></span></p> <p><span style="font-size:11px;"><span style="line-height: 1.5em;">*2004;&nbsp;Iain&nbsp;Dowie, then manager of English football club Crystal Palace invented the word to describe his team&rsquo;s character in overturning a losing result.</span></span></p> <p><span style="font-size:11px;"><span style="line-height: 1.5em;">** Dylan Thomas called Swansea, Wales the &ldquo;graveyard of ambition&rdquo;. To which the local council used the phrase &ldquo;ambition is critical&rdquo; on a ground mosaic paving in the city centre.</span></span></p> http://www.pria.com.au/priablog/eyes-of-the-tigers-success-in-modern-sports http://www.pria.com.au/priablog/eyes-of-the-tigers-success-in-modern-sports Thu, Oct 24 2013 5 Takeaways from a Study on Social Media Sales <p><img alt="" src="/sb_cache/priablog/id/2150/f/Social-Sales.jpg" style="width: 450px; height: 210px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>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&nbsp;<a href="https://twitter.com/visioncritical">Vision Critical</a>&nbsp;titled:&nbsp;<a href="http://www.visioncritical.com/social2sale">How Social Media Drives Your Customers&rsquo; Purchasing Decisions</a>.</p> <p>Vision Critical itself sells market research solutions and they used their own panels to interview about 6,000 people in the U.S., U.K. and Canada, over the course of roughly a year and a half.&nbsp; The study looks at just three social networks in&nbsp;<a href="http://www.pinterest.com/frankstrong/sword-and-the-script/">Pinterest</a>,&nbsp;<a href="https://www.facebook.com/SwordAndTheScript">Facebook</a>&nbsp;and&nbsp;<a href="https://twitter.com/Frank_Strong">Twitter</a>, so it&rsquo;s a narrow scope across networks, but it takes a fairly deep look at these networks.</p> <p>The study has been on my reading list for several months and I&rsquo;m glad I kept the link.&nbsp; Here are five takeaways that jumped out at me:</p> <p><strong>1. Men make more social purchases.</strong> &nbsp;There are more women on social media, but men make more purchases. Pinterest users for example are 83% female as are 57% of Facebook users. Twitter was stand out as a male-heavy platform, where 54% of users are men. However, overall men are more susceptible to the influence of social media in making a purchase. Fifty-six percent of social-related purchases are made by men.</p> <p><strong>2. Older user base; youthful purchasing power.</strong>&nbsp; It&rsquo;s easy to think of social media as appealing to a younger demographic, and while that might have been true a decade ago, this survey says that&rsquo;s no longer true. We&rsquo;re all getting older, no? The majority of social media users across Pinterest, Facebook and Twitter fall into the 35-54 age group.&nbsp; However of social media users that made social-related purchases 51% fall into the 18-34 age bracket.</p> <p><strong>3. Facebook: active and influential.</strong>&nbsp;An astonishing 75% of Facebook users log in daily according to this study.&nbsp; Further, &nbsp;the study says &ldquo;Facebook is more likely to drive a purchase&rdquo; with in early 1 in 3 social media users making a purchase after sharing, liking or commenting on a post. More dramatically, 29% of these social buyers make that purchase within 24 hours.</p> <p>&nbsp;</p> <p><img alt="" src="/sb_cache/priablog/id/2148/f/tech-electronics.jpg" style="width: 450px; height: 320px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p><strong>4. Social turns vague intent into sales.&nbsp;</strong>Ever had a vague notion about purchasing a product for a while, and then finally make the decision after seeing friend recommend the product on Facebook? Then you are in the majority (for social purchasers). Sixty percent of Facebook users who made a social purchase said, &ldquo;Yes, I was vaguely thinking about purchasing this product.&rdquo; The number is higher &ndash; 70% for Twitter users &ndash; and lower for Pinterest with 49%.</p> <p><strong>5. There&rsquo;s a lot of lurking.&nbsp;</strong>Everyone knows why &ldquo;just the tip of the iceberg&rdquo; is a powerful analogy (or clich&eacute;):&nbsp; because some 70% of an iceberg is hidden below the surface.&nbsp; There&rsquo;s a lot of users like this on social media &ndash; users this study calls &ldquo;lurkers.&rdquo; The study says 14 of every 20 Twitter users are lurkers and tweet less than 5 times per week.&nbsp; Some 65% of Facebook users also fall into this category &ndash; but of this group almost half log in daily! People log into Facebook and simply watch and listen.</p> <p style="text-align: center;">* * *</p> <p>I&rsquo;d close with a word of caution to marketers that want to rush out and blast social networks with ads and status updates in an effort to drive sales: users visit social media for very different reasons than they visit, for example, Google.</p> <p>We visit Google we are<a href="http://www.swordandthescript.com/2012/07/lee-odden-optimize-book-review/">&nbsp;literally searching for answers</a>, but when visit Facebook to see &ldquo;what&rsquo;s up?&rdquo;&nbsp; It is when that &ldquo;what&rsquo;s up&rdquo; includes a ringing endorsement from a trusted contact that social leads to sales, at least in the context of this study.&nbsp; I&rsquo;m here to tell you, that influence, in isolation, cannot be purchased.</p> <p>&nbsp;</p> <p><em>This article was originally posted by&nbsp;Frank Strong on 03 September 2013 at&nbsp;<a href="http://www.swordandthescript.com/2013/09/research-social-media-sales/">http://www.swordandthescript.com/2013/09/research-social-media-sales/</a></em></p> http://www.pria.com.au/priablog/5-takeaways-from-a-study-on-social-media-sales http://www.pria.com.au/priablog/5-takeaways-from-a-study-on-social-media-sales Wed, Oct 23 2013 Become the first official PRIA National Conference blogger <p><span style="font-size: 1.1em; line-height: 1.5em;">We&rsquo;re excited to announce today we&rsquo;re launching a search to find the first official&nbsp;</span>PRIA<span style="font-size: 1.1em; line-height: 1.5em;">&nbsp;National Conference </span>blogger<span style="font-size: 1.1em; line-height: 1.5em;">.</span></p> <p>As the official 2013&nbsp;PRIA&nbsp;National Conference&nbsp;blogger&nbsp;you will receive a complimentary 2 day conference registration valued at over $2,000 including attendance at the Golden Target Awards dinner*.</p> <p>This opportunity is open to all Australian based marketing / PR / communication&nbsp;bloggers&nbsp;and provides the opportunity for you to promote your&nbsp;blog&nbsp;to the PR and communication industry, gain direct access to leading international speakers and thinkers such as:</p> <p><a href="http://www.pria.com.au/training/category/pria-national-conference"><img alt="" src="/sb_cache/priablog/id/2158/f/PRIA Speakers.jpg" style="width: 480px; height: 512px;" /></a></p> <p>We&rsquo;ll also provide you with a special code for your readers to attend the conference at a discounted rate.</p> <p>*In return for&nbsp;blogging&nbsp;about the conference before, during and after you will also receive the following benefits:</p> <p>&bull; Entry to conference exhibition on both days&nbsp;<br /> &bull; One (1) ticket to the conference welcome reception&nbsp;<br /> &bull; One (1) ticket to the conference farewell drinks&nbsp;<br /> &bull; Morning, afternoon teas and lunches on both days&nbsp;<br /> &bull; One (1) dinner ticket to the Golden Target Awards dinner</p> <p>For further details please contact&nbsp;<a href="mailto:priasms@thesocialpr.co?subject=PRIA%20Conference%20Blogger">priasms@thesocialpr.co</a></p> <p><strong>PRIA&nbsp;National Conference Social Media Squad</strong></p> <p>And if you&#39;re not a&nbsp;blogger&nbsp;but a passionate social media user, we&#39;re also on the look out for people to join our Social Media Squad.</p> <p><em>Give me a&nbsp;P, give me an R, give me an I, give me an A... you get the idea...</em></p> <p>As a member of the&nbsp;PRIA&nbsp;Social Media Squad you&#39;ll receive a complimentary pass to attend all the sessions over the two days of the&nbsp;PRIA&nbsp;National Conference in Adelaide.</p> <p>In return all we ask is for you to share your experiences at the Conference with the&nbsp;Twittersphere, on&nbsp;Instagram&nbsp;or your preferred social media platform.</p> <p>For further details please contact&nbsp;<a href="mailto:priasms@thesocialpr.co?subject=PRIA%20Conference%20Blogger">priasms@thesocialpr.co</a></p> <p><span style="color:#FF0000;"><strong>These positions will be in high demand - if you&#39;d like to be considered, applications must be submitted by&nbsp;Monday 28 October 2013.</strong></span></p> <table border="1" cellpadding="1" cellspacing="1" class="contentTable" style="width: 480px;"> <tbody> <tr> <td style="width: 240px;"><a href="http://www.southaustralia.com/index.aspx"><img alt="" src="/sb_cache/priablog/id/2160/f/Vertical SA Brand.jpg" style="width: 150px; height: 154px;" /></a></td> <td style="width: 240px;"><a href="http://www.unisa.edu.au/"><img alt="" src="/sb_cache/priablog/id/2162/f/logo_unisa_RGB-blue.png" style="width: 175px; height: 149px;" /></a></td> </tr> <tr> <td style="width: 240px;"><strong>Barossa&nbsp;Partner</strong></td> <td style="width: 240px;"><strong>University Partner</strong></td> </tr> <tr> <td style="width: 240px;"><a href="http://www.thesocialpr.co/"><img alt="" src="/sb_cache/priablog/id/2164/f/social_pr_consultancy.png" style="width: 175px; height: 64px;" /></a></td> <td style="width: 240px;"><a href="http://www.themediabag.com/www/home/"><img alt="" src="/sb_cache/priablog/id/2166/f/the-media-bag-logo.png" style="width: 135px; height: 166px;" /></a></td> </tr> <tr> <td style="width: 240px;"><strong>Social Media Partner</strong></td> <td style="width: 240px;"><strong>Media Partner</strong></td> </tr> <tr> <td style="width: 240px;"><a href="http://www.huntingwithpixels.com/"><img alt="" src="/sb_cache/priablog/id/2168/f/Hunting with.jpg" style="width: 200px; height: 47px;" /></a></td> <td style="width: 240px;"><a href="http://www.ikonimages.com.au/"><img alt="" src="/sb_cache/priablog/id/2170/f/Ikon Images Logo.jpg" style="width: 140px; height: 140px;" /></a></td> </tr> <tr> <td style="width: 240px;"><strong>Video Partner</strong></td> <td style="width: 240px;"><strong>Photography Partner</strong></td> </tr> </tbody> </table> <p>&nbsp;</p> http://www.pria.com.au/priablog/become-the-first-official-pria-national-conference-blogger http://www.pria.com.au/priablog/become-the-first-official-pria-national-conference-blogger Wed, Oct 23 2013 NFP Social Media Insight <p><strong>NFP Social Media Insight</strong></p> <h2 class="statement">&#39;How not-for-profits deter donors on social media&#39;</h2> <p><strong>Author:&nbsp;</strong>Karen Sutherland</p> <p><a href="https://twitter.com/kesutherland777">@kesutherland777</a></p> <p><a href="http://au.linkedin.com/in/karenesutherland">au.linkedin.com/in/karenesutherland</a></p> <p><a href="http://www.pria.com.au/priablog/social-media-and-not-for-profits-three-important-findings">As previously mentioned</a>, I am currently conducting an <a href="http://www.probonoaustralia.com.au/news/2013/08/social-media-tough-internal-sell-nfps">exploratory research study</a> with charities and current and prospective donors, supporters and volunteers in relation to their social media activities and attitudes. I hope to be able to better inform not-for-profits on how they can use social media more effectively in building and maintaining positive relationships with their publics and stakeholders. &nbsp;As part of my study, I have asked current and prospective donors, supporters and volunteers about their responses (or lack of) to content posted on social media by not-for-profits and what particular social media practices employed by not-for-profits deter them. Here are three of the themes coming out of my research:</p> <p><!--[if !supportLists]--><strong>1.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <!--[endif]-->Posts&nbsp; are too long</strong></p> <p>Obviously this cannot apply to Twitter, but the participants in my study have said that not-for-profits posting large slabs of text on their Facebook pages are a huge turn off. They want succinct yet informative posts, so that they can understand your message quickly as they scroll through their newsfeeds. If you want to include more detail, include a link to more information on your website. Trying to include too much may result in followers not reading anything at all. This finding reinforces that the theory of <a href="http://en.wikipedia.org/wiki/Wikipedia:Too_long;_didn't_read">TLDR (Too Long Didn&rsquo;t Read)</a> is definitely alive and well.</p> <p><!--[if !supportLists]--><strong>2.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <!--[endif]-->Being too negative</strong></p> <p>Participants in my study identified not-for-profits who focused on the negative more than the positive as a strong deterrent for them. They highlighted the importance of telling stories illustrating how an organisation has made a positive impact on a person or a cause rather than focusing on showing the plight of the person or issue needing assistance. They want less of the before and more of the after. In a survey I conducted with 112 people, 58% said that social media has not prompted them to donate to, volunteer with or support a charitable organisation because they use social media to connect with friends and family, not to give to charity. Some of the people that I interviewed considered their newsfeeds to be a very personal space where they can escape life for a while to catch up with their friends and family. Not-for-profits need to consider this when developing content. It&rsquo;s important to be user-centric, so keep it light and positive rather than killing the mood for someone on their own newsfeed.<br /> <!--[endif]--></p> <p><!--[if !supportLists]--><strong>3.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <!--[endif]-->Too many posts and too frequent calls-to-action</strong></p> <p>Not-for-profits that jam followers&rsquo; newsfeeds with content were rated by study participants as an annoying social media practice. Even worse were not-for-profits who appealed for assistance (goods, money and/or time) or to sign petitions too frequently. A combination of these activities was considered to be even more off-putting. As mentioned previously, social media is not traditionally viewed as a vehicle to engage with not-for-profits by its users. Don&rsquo;t wear out your welcome with your followers by bombarding them with information and requests for assistance too often. Only post when there is something important to say; and by important, I mean important to the people following your organisation not solely important to your organisation. Social media is about relationships. Remember that it is social and it is about sharing interesting content between people. You don&rsquo;t want your organisation to be viewed as a needy friend who constantly takes over the conversation to talk about their problems. Instead, be the inspirational and positive influence that your followers admire.</p> <p>Hopefully this post has provided some insight or at least confirmed what you thought current and prospective donors, supporters and volunteers are thinking in relation to their interactions with not-for-profits on social media. I will keep sharing my findings as my research journey continues.</p> http://www.pria.com.au/priablog/nfp-social-media-insight http://www.pria.com.au/priablog/nfp-social-media-insight Wed, Oct 23 2013 The Single Most Valuable Attribute of Content Marketing <p>Years ago I had a mentor that was ruthless about meetings and time.&nbsp; The deal was this:&nbsp; If you want me to mentor you (me), then you commit to a time every week without excuse. Don&rsquo;t be late.&nbsp; Not even a minute late. I&rsquo;ll do the same.</p> <p>He was uncompromisingly rigid about this rule because he felt it was simply about priorities: We make time for the things that are important.</p> <p>That philosophy has always occupied a corner of my mind through my successes and my failures, both personal and professional. We do make time for what&rsquo;s important.</p> <p>&nbsp;</p> <p><strong>Consistency is the single most important attribute of content marketing</strong></p> <p>In my experience, on a corporate level and on a personal level, there&rsquo;s one single overarching factor to successful content marketing: consistency.</p> <p>At the lowest level there is a direct correlation to the amount of content published and the amount of traffic a site receives.&nbsp; A direct correlation.&nbsp; It&rsquo;s the index.</p> <p>Yes, of course there&rsquo;s an entire conversation about quality and the&nbsp;<a href="http://www.swordandthescript.com/2012/12/content-marketing-backlash/">content marketing backlash</a>, which the veterans and pundits can argue about.&nbsp; For those new to the concept, for those trying to find a way to work content into their daily routines, the advice is simple:&nbsp; make time for it.</p> <p>Like Nike says just do it.</p> <p>&nbsp;</p> <p><strong>Committing to content marketing</strong></p> <p>Anyone that&rsquo;s worked in a large organization knows how hard it is to drive change &ndash; to drive a <a href="http://spinsucks.com/entrepreneur/five-ways-to-inspire-a-culture-for-content-marketing/">culture of content marketing</a>. There are those that don&rsquo;t get it.&nbsp; There are those that think they get it but really don&rsquo;t.&nbsp; There are those that don&rsquo;t get it and don&rsquo;t care that they don&rsquo;t get it. There are those that get it and don&rsquo;t care.</p> <p>Put all that cultural stuff aside and you still have one enormous obstacle:&nbsp; priorities.</p> <p>&ldquo;I don&rsquo;t know what to write.&rdquo;<br /> &ldquo;My writing isn&rsquo;t good.&rdquo;<br /> &ldquo;It&rsquo;s takes me so long to write.&rdquo;<br /> &ldquo;I stare at a blank page.&rdquo;<br /> &ldquo;I don&rsquo;t have time.&rdquo;</p> <p>All of these are cop-outs plain and simple. Excuses. Nonsense. We make time for what&rsquo;s important and as for the rest, that&rsquo;s just execution.</p> <p>&nbsp;</p> <p><strong>Expertise doesn&rsquo;t happen overnight</strong></p> <p>When was the last time you did something for the first time? We&rsquo;re you perfect on the first go? Of course not.</p> <p>On this blog, my very first post was about&nbsp;<a href="http://www.swordandthescript.com/2009/02/michael-and-the-media/">Michael Phelps</a>&nbsp;in February 2009. &nbsp;Looking back at that now, it&rsquo;s not terrible, but then then it&rsquo;s not great either.&nbsp; Today I&rsquo;d grade it a C-.&nbsp; But I kept moving, just like I had done for business prior to this blog, and just like I do both personally and professionally now.</p> <p>Marathon runners don&rsquo;t start out by pounding out 26.2 miles. Baseball players don&rsquo;t show up on day one batting homeruns. New college graduates rarely become&nbsp;<a href="http://www.businesspundit.com/the-world%E2%80%99s-5-youngest-ceos/">CEOs in their first year&nbsp;</a>of work.&nbsp; A special operations Soldier?&nbsp; It takes&nbsp;years&nbsp;to make one of those guys.</p> <p>Whatever marketing role you are in now &ndash; PR, SEO, direct, operations &ndash; you didn&rsquo;t just show up as an expert on your first day.&nbsp; You grew into this role and developed an expertise overtime.</p> <p>Content marketing takes time too. The more you do it, the better you get at it. Ideas come and words flow.</p> <p>We make time for what&rsquo;s important. If marketing is important to your organization, then&nbsp;<a href="http://www.swordandthescript.com/2012/12/content-marketing-branding/">content marketing is important to your organization</a>.&nbsp; The single most valuable thing you can do for content marketing is give it your best effort and do it consistently.</p> <p>&nbsp;</p> <p><em>This article was originally posted by&nbsp;Frank Strong on 15 August 2013 at&nbsp;<a href="http://www.swordandthescript.com/2013/08/most-thing-content-marketing/">http://www.swordandthescript.com/2013/08/most-thing-content-marketing/</a></em></p> http://www.pria.com.au/priablog/the-single-most-valuable-attribute-of-content-marketing http://www.pria.com.au/priablog/the-single-most-valuable-attribute-of-content-marketing Tue, Oct 22 2013 PR is not just lippy and high heels <h2 class="statement" style="text-align: center;"><!--[if gte vml 1]><v:shapetype id="_x0000_t75" coordsize="21600,21600" o:spt="75" o:preferrelative="t" path="m@4@5l@4@11@9@11@9@5xe" filled="f" stroked="f"> <v:stroke joinstyle="miter"/><v:formulas><v:f eqn="if lineDrawn pixelLineWidth 0"/> <v:f eqn="sum @0 1 0"/> <v:f eqn="sum 0 0 @1"/> <v:f eqn="prod @2 1 2"/> <v:f eqn="prod @3 21600 pixelWidth"/> <v:f eqn="prod @3 21600 pixelHeight"/> <v:f eqn="sum @0 0 1"/> <v:f eqn="prod @6 1 2"/> <v:f eqn="prod @7 21600 pixelWidth"/> <v:f eqn="sum @8 21600 0"/> <v:f eqn="prod @7 21600 pixelHeight"/> <v:f eqn="sum @10 21600 0"/></v:formulas><v:path o:extrusionok="f" gradientshapeok="t" o:connecttype="rect"/> <o:lock v:ext="edit" aspectratio="t"/></v:shapetype><v:shape id="Picture_x0020_1" o:spid="_x0000_s1026" type="#_x0000_t75" style='position:absolute;left:0;text-align:left;margin-left:0;margin-top:0; width:497.1pt;height:81.2pt;z-index:251667456;visibility:visible; mso-wrap-style:square;mso-width-percent:0;mso-height-percent:0; mso-wrap-distance-left:9pt;mso-wrap-distance-top:0;mso-wrap-distance-right:9pt; mso-wrap-distance-bottom:0;mso-position-horizontal:center; mso-position-horizontal-relative:margin;mso-position-vertical:top; mso-position-vertical-relative:margin;mso-width-percent:0; mso-height-percent:0;mso-width-relative:margin;mso-height-relative:margin'> <v:imagedata src="file:///C:\Users\neilosul\AppData\Local\Temp\msohtmlclip1\01\clip_image001.png" o:title=""/> <w:wrap type="square" anchorx="margin" anchory="margin"/></v:shape><![endif]--><!--[if !vml]--><!--[endif]-->PR is not just lippy and high heels - PR expert to address PRIA&#39;s Geelong conference this Friday</h2> <p>The PR industry could use an image makeover itself, believes Deakin University&rsquo;s Associate Professor Kristin Demetrious, Course Director of the Bachelor of Arts (Public Relations) and Associate Head of School (International and Partnerships).</p> <p>&ldquo;The industry is potentially losing good talent because of too much focus on appearance and service elements, or the &ldquo;emotional labour&rdquo; of making people feel good,&rdquo; Dr Demetrious said.</p> <p><img alt="" src="/sb_cache/priablog/id/2156/f/080495_k_demetrious_006 SMALL.jpg" style="width: 150px; height: 161px; margin: 9px; float: right;" />Dr Demetrious&nbsp;(pictured right) explained that PR is much more than that, and it can offer graduates a highly professional, ethical and challenging career. &ldquo;PR is not just about shaking hands, organising events or just being a bubbly &lsquo;PR girl&rsquo;. It is about sophisticated communication. We are teaching students to think more deeply about their careers; to look at the work culture, the quality of work, and the management of the workplaces they are going into.&rdquo;</p> <p>&ldquo;Our students are also increasingly likely to work in the international sphere in countries like China, India and Indonesia, so we also cover sociopolitical and regulatory requirements that ground them in the realities of the international profession.&rdquo;</p> <p>Dr Demetrious will discuss &ldquo;Ethics, corporate social responsibility and issues like gender and Public Relations&rdquo; with PR practitioners at the first-ever regional conference of the Public Relations Institute of Australia, to be held in Geelong on Friday (October 25).</p> <p>President of the PRIA (Victorian Division), Alain Grossbard said that the PRIA plays an important role in supporting the profession, with an active program of seminars, conferences, awards nights and on-line resources to engage practitioners in continuous professional development.</p> <p>&nbsp;&ldquo;There is a perception in the community about PR, that has been fed by various TV programs, that is nothing like the reality,&rdquo; Mr Grossbard said. &ldquo;In fact, PR is about strategic communications; keeping people well informed, and being able to identify and handle an issue. The role of the PRIA is to allow our members and the community to know the latest developments in PR worldwide and ensure practitioners understand best practice.&rdquo;</p> <p>Dr Demetrious has observed a strong international community of PR academics is emerging, as they look into the grey areas of PR practice and develop ways to embed this knowledge into the curriculum.</p> <p>&ldquo;We need to understand the workplaces and cultures the students are going into. We know there are traps. &nbsp;So it is vital that PR academics address this element of the industry, as a responsibility to our students, who we are preparing to work in the &lsquo;real world&rsquo;, and to the profession in general,&rdquo; she said.</p> <p>Other speakers at the Geelong PR conference include:</p> <ul><li>AgChatOz Co-founder, Tom Whitty, &ldquo;Social Media in Agriculture&rdquo;.</li> <li>Helen Kostiuk, Public Relations Manager at Karingal (Geelong), &ldquo;Grass Roots Engagement&rdquo;; and</li> <li>Jennifer Cromarty, Account Director at SOCOM, &ldquo;Digital Engagement and Government Relations&rdquo;.</li> </ul> <p><strong>What: </strong>The PRIA regional conference.</p> <p><strong>When:</strong> Friday, 25 October 2013.</p> <p><strong>Where:</strong> Four Points Sheraton Geelong.</p> <p><a href="http://www.pria.com.au/training/event/pria-victoria-regional-seminar"><img alt="" src="/sb_cache/priablog/id/2154/f/Click here to register.jpg" style="width: 300px; height: 56px;" /></a></p> <p>For more information about the conference, contact Neil O&rsquo;Sullivan on tel: D: 03 9635 5704&nbsp;l M: 045 246 0933.</p> <p>To arrange an interview with Dr Demetrious, contact Claire Whiteley at Reach PR on tel: 0427 984 122.</p> <p><strong>Author:</strong> Claire Whiteley, Reach PR.</p> http://www.pria.com.au/priablog/pr-is-not-just-lippy-and-high-heels http://www.pria.com.au/priablog/pr-is-not-just-lippy-and-high-heels Tue, Oct 22 2013 SEO: How search engine optimisation has changed for the better <p>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&rsquo;t work or could even punish their clients.</p> <p>In the last 18 months Google has has rolled out a series of updates to its search engine that have changed search engine optimisation for the better. Google increasingly rewards genuine high quality content and punishes cynical gaming of search. I&rsquo;m happy to say that all my clients have benefited.</p> <p>This excellent<a href="http://www.fuzzone.com/blog/2087/search-engine-optimisation/the-new-face-of-seo-post-penguin-panda/">&nbsp;infographic from Fuzz One</a>&nbsp;explains how search engine optimsation has changed in the last few years and how you can ensure your are generating Google-friendly content.&nbsp;<a href="http://www.getsticky.com.au/sticky-search-engine-optimisation-seo-audit-and-plan/#primary-nav">Of course, my team and I would also be happy to guide your organisation towards better web marketing results if you&rsquo;d like some assistance.</a></p> <p>&nbsp;</p> <p><img alt="" src="/sb_cache/priablog/id/2146/f/The-New-Face-of-SEO-Post-Panda-Penguin2.jpg" style="width: 500px; height: 6299px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p><em><span style="font-size: 1.1em; line-height: 1.5em;">This article was originally posted by&nbsp;</span>Craig<span style="font-size: 1.1em; line-height: 1.5em;">&nbsp;Wilson on 04 February 2013 at&nbsp;<a href="http://www.mediahunter.com.au/seo-how-search-engine-optimisation-has-changed-for-the-better/">http://www.mediahunter.com.au/seo-how-search-engine-optimisation-has-changed-for-the-better/</a></span></em></p> http://www.pria.com.au/priablog/seo-how-search-engine-optimisation-has-changed-for-the-better http://www.pria.com.au/priablog/seo-how-search-engine-optimisation-has-changed-for-the-better Mon, Oct 21 2013 Why brands should be engaging with social influencers <p>Social influencers are possibly digital marketing&rsquo;s most underutilised resource.</p> <p>Let&rsquo;s face it, we&rsquo;ve always been influenced by people we admire or know. But online influence takes it to a whole other level. Buyers are listening to what their key online influencers are saying and sellers need to start paying attention.</p> <p>I&rsquo;m as guilty of this as anyone. When&nbsp;<a href="http://www.fourhourworkweek.com/blog/">Tim Ferriss</a>&nbsp;talks about a new product, book or brand I usually check it out and often buy it. Same for&nbsp;<a href="http://www.chrisbrogan.com/">Chris Brogan</a>,&nbsp;<a href="http://chrisguillebeau.com/">Chris Guillebeau</a>&nbsp;or&nbsp;<a href="http://www.garyvaynerchuk.com/">Gary Vaynerchuk</a>. These guys know their stuff and I (and many others) tend to trust their opinions.</p> <p>Technorati&rsquo;s 2013 Digital Marketing Report revealed that&nbsp;<strong>brands spend the least on the outlets consumers trust the most</strong>: the word of mouth of their friends and those they follow.</p> <p>The Word of Mouth Marketing Association defines a social media influencer as a person or group of people who possess greater than average potential to influence due to attributes such as frequency of communication, personal persuasiveness or size of and centrality to a social network, among others.</p> <p>Yet fewer than half of social media influencers follow brands on Facebook (47%) or Twitter (38%) while well over half of the social media marketing budget goes toward those outlets. Why? Because they are being ignored by brands who would be better off engaging with them.</p> <p>Here&rsquo;s the bottom line:</p> <p>- 74% of consumers rely on social media to influence their purchasing decisions.<br /> - 81% of consumers are influenced by their friends&rsquo; posts on social media when making purchasing decisions.<br /> - Facebook and Twitter are the top platforms used by bloggers and the top platforms for generating blog revenue.<br /> - Facebook is the number one platform for mobilizing consumers to be brand advocates.</p> <p>Marketers must start to invest in influencing the feeds of key influencers and bloggers.</p> <p>Who do consumers trust when it comes to their purchasing decisions? This great infographic from&nbsp;<a href="http://www.mba-in-marketing.com/influencers/">MBA in Marketing</a>&nbsp;explains all.</p> <p>&nbsp;</p> <p><img alt="" src="/sb_cache/priablog/id/2144/f/social.jpg" style="width: 500px; height: 2941px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p><em>This article was originally posted by&nbsp;Craig&nbsp;Wilson on 30&nbsp;April&nbsp;2013 at&nbsp;<a href="http://www.mediahunter.com.au/infographic-why-brands-need-to-start-engaging-with-social-influencers/">http://www.mediahunter.com.au/infographic-why-brands-need-to-start-engaging-with-social-influencers/</a></em></p> <p>&nbsp;</p> http://www.pria.com.au/priablog/why-brands-should-be-engaging-with-social-influencers http://www.pria.com.au/priablog/why-brands-should-be-engaging-with-social-influencers Fri, Oct 18 2013 How to rock social media in just 30 minutes a day <p>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&rsquo;t be ignored, so it can been seen as quite a burden.</p> <p>The most common question I receive when&nbsp;recommending a social media plan to clients&nbsp;is &ldquo;but how much time must I dedicate to it?&rdquo; The good news is that, with a bit of planning, organisation and automation, you don&rsquo;t need to become a slave to social networks. In fact, you can manage 6 popular social networks in just half an hour a day.</p> <p>The team at&nbsp;Pardot&nbsp;have assembled this great guide to demonstrate how you can rock social media in just 30 minutes a day. It covers, Twitter, Facebook, LinkedIn, Google+, Pinterest and Instagram and also has some excellent automation tips.</p> <p>Follow this plan, fine-tune it for your business and social networks and then be consistent and you will have gone a long way to really optimising the benefits of social media.</p> <p>&nbsp;</p> <p><img alt="" src="/sb_cache/priablog/id/2142/f/30_minute_social__media_infographic.png" style="width: 500px; height: 2007px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p><em>This article was originally posted by&nbsp;Craig&nbsp;Wilson on 05 April&nbsp;2013 at&nbsp;<a href="http://www.mediahunter.com.au/how-to-rock-social-media-in-just-30-minutes-a-day/">http://www.mediahunter.com.au/how-to-rock-social-media-in-just-30-minutes-a-day/</a></em></p> http://www.pria.com.au/priablog/how-to-rock-social-media-in-just-30-minutes-a-day-905 http://www.pria.com.au/priablog/how-to-rock-social-media-in-just-30-minutes-a-day-905 Thu, Oct 17 2013 Create a Facebook campaign and review its performance <p>Create a Facebook campaign and review its performance in real time with Peazie</p> <p>&nbsp;</p> <p>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&rsquo;s savviest agency networks, Peazie has published over 2,000 campaigns and has on average, increased engagement on their clients&rsquo; Facebook pages by 40-60%.</p> <p>&nbsp;</p> <p>What makes Peazie different to other agencies is the use of their own proprietary cloud-based social marketing software to execute and monitor these campaigns. The Peazie software provides users with one easy to use social dashboard that allows the user to create and manage innovative campaigns via applications on their Facebook brand page.</p> <p>&nbsp;</p> <p>The Peazie dashboard is the product of a combination of market leading features: a dynamic campaign builder, insightful reporting and analytics, mobile and desktop compatibility and user management capabilities. These features provide the user with the ability to monitor Facebook applications in real-time, gathering valuable customer data and accessing analytics so campaigns can be reviewed and edited based on their performance. &nbsp;&nbsp;</p> <p>&nbsp;</p> <p>Peazie&rsquo;s rapid growth and expansion, from a Melbourne start up to a national market-leader, has risen from the increasing need for brands to create, manage and measure their social media communication to their Facebook brand communities. With 9 million Australians active daily on the social networking site, equating to 39% of the entire population, marketing and public relations professionals are always on the lookout for simple and cost-efficient ways to monitor and evaluate the benefit of these Facebook communities, in order to create a greater return on investment for their business/client.</p> <p>&nbsp;</p> <p>Peazie&rsquo;s proprietary social media marketing suite provides brands and agencies with the ability to develop competitions and applications on their Facebook brand page, and consequently gain an accurate measure of the level of consumer engagement.</p> <p><br /> Users can determine the location of entrants, the number of views, the number of post clicks, the average time spent on the application, the total reach of the campaign, which days were the most popular for user engagement, and most importantly - the &lsquo;bounce-back rate&rsquo; which determines the amount of users who clicked through to the application, yet failed to complete their entry. In a situation where there is a high bounce-back rate, brands are able to redesign the campaign whilst it is live, to reduce the barriers to entry. They can then re-evaluate the campaign a few days later once the changes have been made, and determine whether they would like to move forward with the campaign, or take a new direction.</p> <p>&nbsp;</p> <p>Peazie has developed a range of applications for major retail and FMCG brands including simple look-books, instant win competitions, stockist locators, custom interactive photo-upload applications and virtual product-building competitions. However, they have also helped smaller businesses establish new brands in the marketplace by designing simple welcome applications, describing the product/service in depth to deepen consumer understanding. A recent campaign Peazie developed for a small business selling water filter systems, was very successful in educating their consumers by detailing testimonials of past clients and facts about the system, and recorded that the average time spent on the application was 6 minutes and 15 seconds - talk about engagement!</p> <p>&nbsp;</p> <p>Whether you want to develop a community management program, establish a social media strategy, determine an effective Facebook ad-buying plan, get help with social content production, acquire social consulting services or simply develop integrated Facebook competitions and applications autonomously on easy-to-use software, Peazie can help.</p> <p>&nbsp;</p> <p>Find us on Twitter - @peaziesocial</p> <p>Follow us on Instagram - @peaziesocial</p> <p>Become a fan on Facebook - https://www.facebook.com/PeazieSocial</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> http://www.pria.com.au/priablog/create-a-facebook-campaign-and-review-its-performance http://www.pria.com.au/priablog/create-a-facebook-campaign-and-review-its-performance Thu, Oct 17 2013 Selling Social: How Companies Are Connecting with Social Media <p>When it comes to selling online, not all social media platforms are created equal.</p> <p>Have you noticed more ads lately on the social media sites&nbsp; you use? There&rsquo;s a good reason for that. Companies are trying to dip into the massive pool of social media users; what platforms are they using &ndash; and how is that likely to change?</p> <p>This infographic &ndash; Selling Social: How Companies are Connecting with Social Media &ndash; explains which platforms companies are using, which they feel are most important, the reasons why they are using social media and what the future holds</p> <p><em><strong>Source:</strong>&nbsp;Social Media Examiner, &ldquo;2013 Social Media Marketing Industry Report&rdquo;</em></p> <p>&nbsp;</p> <p><img alt="" src="/sb_cache/priablog/id/2140/f/social-business.jpg" style="width: 500px; height: 3411px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p><em>This article was originally posted by Craig Wilson on 26 June 2013 at&nbsp;<a href="http://www.mediahunter.com.au/selling-social-how-companies-are-connecting-with-social-media-infographic/">http://www.mediahunter.com.au/selling-social-how-companies-are-connecting-with-social-media-infographic/</a></em></p> http://www.pria.com.au/priablog/selling-social-how-companies-are-connecting-with-social-media http://www.pria.com.au/priablog/selling-social-how-companies-are-connecting-with-social-media Wed, Oct 16 2013 What is Celebrity Brokering? <p><img alt="" src="/sb_cache/priablog/id/2136/f/fame.jpg" style="width: 450px; height: 291px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>Social Diary recently entered into a sponsorship arrangement with&nbsp;Waterfront, one of Australia&#39;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 &amp; bolts of it all.<br /> <br /> <strong><span style="font-size: 1.1em; line-height: 1.5em;">What is celebrity brokering in 20 seconds?</span></strong><br /> It&#39;s all about having the experience, contacts, relationships, and knowledge to research, recommend, source, negotiate and deliver the right celebrity talent, cost effectively and with a minimum of fuss. It&rsquo;s a specialty where experience counts. Waterfront has now been doing this for more than 10 years, and I was personally doing it before that at Austereo.&nbsp;&nbsp;&nbsp;&nbsp;</p> <p><strong style="font-size: 1.1em; line-height: 1.5em;">Who are the biggest celebrities you&rsquo;ve worked with &amp; what is the biggest deal you&rsquo;ve ever brokered?</strong><br /> Probably the biggest deal would be our recent negotiation for LG with Ewan McGregor as ambassador for their ultra high definition TVs. That required &nbsp;full resources of research, significant negotiation and management of the process. We have also done a number of big deals with Pink over the years - she and her team are a pleasure to deal with. Locally Erik Thompson (Dave Rafter) was a perfect fit for Let&#39;s Insure- a huge star who hadn&rsquo;t done any major endorsements until we approached him and negotiated the deal.</p> <p><strong>How do you make the lives of PRs easier?</strong><br /> We often get calls from PRs and other marketers to help &#39;rescue&#39; a situation. Many people promise to&nbsp; get a certain celebrity and end up not delivering, or pay too much, or forget some key aspects to include in the negotiation and end up scrambling to fix the situation. Just as PR is a specialty, so too is celebrity sourcing. When you do it everyday, you getreally&nbsp;good at it. We take the hassle out of it for PRs: we research, recommend, negotiate and deliver the celeb in a painless manner.</p> <p><strong>What about &quot;I need a celebrity ambassador NOW!&quot;</strong><br /> Speed of response is one of our great strengths. We can move very fast for you and get to the right person to get an answer quickly. We get straight to the decision maker &ndash; the agent, manager or sometimes the celebrity themselves.</p> <p><strong><span style="font-size: 1.1em; line-height: 1.5em;">I think some </span>PRs<span style="font-size: 1.1em; line-height: 1.5em;"> may fear they will pay more by going through a broker. Can you save them money because you have established relationships with various management companies?</span></strong><br /> We hear so many stories of people paying&nbsp;way&nbsp;over what they should because they had no reference as to what other deals were happening, or didn&rsquo;t have an established relationship and got a standard &#39;rate card&#39; figure thrown at them. Anyone can call an agent. What happens from there depends on experience, market intelligence and insights, your relationship with the agency and your expertise. PRs will often pay no more than if they went direct, and can often save a lot of money.</p> <p><strong><span style="font-size: 1.1em; line-height: 1.5em;">What are the most common mistakes </span>PRs<span style="font-size: 1.1em; line-height: 1.5em;"> make when they approach celebrity managers directly?</span></strong><br /> It really depends on what you want a celebrity for. Many PRs do a great job getting celebrities to events or to use their clients products for free or get quotes/photos etc. If it is a full-on campaign with multiple levels, we can help you navigate, find the right person at the right cost, and help minimise mistakes along the way. We can help make you look even better to your client.</p> <p><span style="font-size: 1.1em; line-height: 1.5em;">Want to know more? Check out Sean&#39;s </span>blog<span style="font-size: 1.1em; line-height: 1.5em;"> post this week and subscribe to their newsletter at<a href="http://www.wfeg.com.au/news">&nbsp;www.wfeg.com.au/news</a></span><br /> &nbsp;</p> <p><em>This article was originally posted by Tiffany Farrington on 27 August 2013 at&nbsp;<a href="http://www.socialdiaryaustralia.com/2013/08/blog-post.html">http://www.socialdiaryaustralia.com/2013/08/blog-post.html</a></em></p> http://www.pria.com.au/priablog/what-is-celebrity-brokering http://www.pria.com.au/priablog/what-is-celebrity-brokering Tue, Oct 15 2013 How To Brace for Social Media Attacks <p><img alt="" src="/sb_cache/priablog/id/2134/f/social-media-accounts-facebook-twitter-cry-for-help-ecards-someecards.png" style="width: 400px; height: 223px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>From&nbsp;<strong>Kenneth Cole</strong>&rsquo;s tweet during Arab Spring to the recent&nbsp;<strong>YouTube</strong>&nbsp;video of a&nbsp;<strong>Golden Corral</strong>&nbsp;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&nbsp;<strong>Facebook</strong>&nbsp;it can quickly fan the flames.</p> <p><strong>▶&nbsp;Spotting a crisis.</strong></p> <p>Some of the worst ways to find out about a crisis brewing are when a reporter calls for a comment, customer service phones are ringing off the hook or a member of your Board finds out before you.</p> <p>By now, most brands have some sort of monitoring tool in place ranging from simple alerts to custom-built solutions that sweep the Internet looking for brand mentions, trends and influencers.</p> <p>We always work towards finding the right scaled solution for our clients that will help them get the most pertinent information without data overload.</p> <p>If you don&rsquo;t have monitoring tool in place, or conduct regular searches, then you are certainly leaving your brand extremely vulnerable.</p> <p>The snowball effect can happen in a matter of hours&mdash; instead of days&mdash;and if you aren&rsquo;t listening for it, then you only have yourself to blame.</p> <p><strong>▶&nbsp;Plan of attack vs. plan for defense.</strong></p> <p>Short answer, yes, you should have both. Every situation is unique and needs to be evaluated carefully, but there will be an occasion when a seemingly defensive response can be more offensive than intended. As an example, despite case after case, brands will still try to silence detractors by simply deleting their comments on&nbsp;<strong>Facebook</strong>.</p> <p>First of all, if you didn&rsquo;t plan to have an &ldquo;engaging&rdquo; experience with your audience, negative or positive, then you should reevaluate your commitment to having a social presence.</p> <p>Deleting comments may seem like a passive approach to addressing the problem, but can often incite more malice than was originally intended.</p> <p>While you may think &ldquo;don&rsquo;t these people have anything better to do?&rdquo; the simple answer is &ldquo;no.&rdquo;</p> <p>Patience can be a virtue and you may see your brand advocates come out to defend you. Engaged communities often have a way to balance the negative with the positive.</p> <p>Defending your brand publicly on a social platform, when done correctly, can be advantageous and lead to an increase in brand value.</p> <p>In a Snowden-era of transparency, there is an expectation that when dirty laundry is aired, we all get to watch it get cleaned instead of always trying to sweep it under the rug.</p> <p>That may not be our instinct when planning for a crisis, but it is a reality. And doing so can also bring brand advocates into the fold to step up and help lend their voice in your defense.</p> <p><strong>▶ Coordinated response or rapid response?</strong></p> <p>While many brands have adopted social media for the purposes of customer support, it is important to be able to identify the difference between support and crisis.</p> <p>What may have started on social media may have since spiraled across blogs, TV news and print. A tweet may not be suitable to defuse the situation and a coordinated response involving both old and new media may be required.</p> <p>Plan accordingly and be prepared to develop a thorough and comprehensive response across all your communications channels, not just digital.</p> <p>Sometimes, employee engagement is exactly what&rsquo;s needed at that time. Consider also including paid search or paid social posts to provide broader exposure.</p> <p>Our crisis teams are well versed in social media and use it as a tool, not a strategy, allowing us to evaluate all options when determining the best path forward.</p> <p>&nbsp;Don&rsquo;t let perfection be the enemy of the good. Be mindful of getting a message out quickly. Social media is a fast moving medium and you need to be willing to jump in.</p> <p>Have a process for alerting key team members with decision-making authority to enable a quick response. When approvals do need to go all the way to the top then ensure that someone is there to get the call.</p> <p><strong>▶ Long term effects.</strong></p> <p>You can learn a lot about your brand from a crisis that starts in social media; the public&rsquo;s response, the media&rsquo;s response, your vocal advocates and critics.</p> <p>Use it as an opportunity to reset the expectation and level of engagement you have with your friends (and frenemies) in social media.</p> <p>There will be an appropriate period of letting the dust settle, and the publicity that the crisis created, while unwelcomed, can have positive lasting effects when handled properly. PRN</p> <p>&nbsp;</p> <p><em>This article was originally posted by Jeremy Rosenberg on 23 September 2013 at&nbsp;<a href="http://www.prnewsonline.com/topics/social-media/2013/09/23/how-to-brace-for-social-media-attacks/">http://www.prnewsonline.com/topics/social-media/2013/09/23/how-to-brace-for-social-media-attacks/</a></em></p> http://www.pria.com.au/priablog/how-to-brace-for-social-media-attacks http://www.pria.com.au/priablog/how-to-brace-for-social-media-attacks Mon, Oct 14 2013 12 communication basics everyone should know <p><img alt="" src="/sb_cache/priablog/id/2132/f/1342544667896_8869356.png" style="width: 400px; height: 280px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>You know that saying about not getting a second chance to make a good first impression when you meet someone?&nbsp;<br /> <br /> Well, when you&rsquo;re communicating with someone, especially if it&rsquo;s electronically or by phone, you get even less slack&mdash;particularly when it&rsquo;s for work. That&rsquo;s when lost opportunities can have bottom-line consequences.<br /> <br /> If you want the prospect to open your email, the client to return your call, or the journalist to read your pitch, you&rsquo;ve got to communicate impeccably.&nbsp;<br /> <br /> Here are some of my favorite basics:<br /> <br /> <strong>1. Voice mail greeting</strong><br /> <br /> Smile when you record it. You don&rsquo;t want to sound perky, just pleasant. Listen to the difference when you record the message while wearing a happy face&mdash;it might surprise you.<br /> <br /> <strong>2. Email subject line</strong><br /> <br /> Never leave it blank. This rudely assumes that whatever you have to say is so important that the recipients will open it anyway. Think of the subject as a headline. Tease the main point there. A short, catchy, specific subject is sure to get a quicker response than the dreaded &ldquo;following up&rdquo; or &ldquo;hi.&rdquo;<br /> <br /> <strong>3. Email message body</strong><br /> <br /> In a business-related email, leave out the emoticons, especially when the message is being sent to your superiors or more than one person.<br /> <br /> <strong>4. All communication</strong><br /> <br /> Ask or notice if the recipient has a preferred way to be contacted. Some live and breathe through texting. Email is best for others. And others still want calls. Your message will be received more effectively if it comes in on the channel your audience prefers.<br /> <br /> <strong>5. Phone calls</strong><br /> <br /> When on a phone call, be present. It&rsquo;s obvious&mdash;and disrespectful&mdash;when callers are distracted and multitasking. If it&rsquo;s not a good time to talk, just say so, and arrange another time to speak.<br /> <br /> <strong>6. Conference calls</strong><br /> <br /> Thankfully, many conference calls are muted by the moderator or administrator. But if the one you&rsquo;re on is not muted automatically, do so anyway. It is so annoying to hear someone munching, typing, or snoring (yep, I&rsquo;ve heard that) on a conference call. Even background noise can be distracting.<br /> <br /> <strong>7. Conversations in person or on the phone</strong><br /> <br /> Allow the other person to finish their sentence. It&rsquo;s polite and civil, and helps keep conversations that way, too.<br /> <br /> <strong>8. Interrupting</strong><br /> <br /> But if necessary to interject&mdash;and sometimes it is&mdash;use a trick like: &ldquo;So allow me to stop you there&hellip;&rdquo; Or, &ldquo;To clarify, I&rsquo;d like to ask&hellip;&rdquo; Or, &ldquo;OK, so to respond to your point&hellip;&rdquo;<br /> <br /> <strong>9. &ldquo;I&rsquo;ll have to get back about that&rdquo;</strong><br /> <br /> No problem. Just make sure to do so. And promptly.<br /> <br /> <strong>10. Meetings</strong><br /> <br /> People (peers and managers) know who&rsquo;s listening and contributing&mdash;and who&rsquo;s checking their phones. Participate and respect the task at hand.<br /> <br /> <strong>11. Starting a conversation</strong><br /> <br /> Whether popping into someone&rsquo;s office or calling them on the phone, take a moment to ask if it&rsquo;s a good time.<br /> <br /> <strong>12. Written communication</strong><br /> <br /> The tone of voice, facial gestures, and other communication clues are absent in a memo or an email. Make sure to use please, thank you, and other signs of manners in written communication. Those soften a tone that, otherwise, can sound colder or harsher than intended.<br /> <br /> <em>Becky Gaylord worked as a reporter for more than 15 years in Washington, D.C., Cleveland, and Sydney, Australia, before she launched the consulting practice,&nbsp;<a href="http://www.gaylordllc.com/">Gaylord LLC</a>. You can read Becky&rsquo;s blog&nbsp;<a href="http://gaylordllc.wordpress.com/">Framing What Works</a>. A version of this story originally appeared on the&nbsp;<a href="http://12most.com/2012/08/30/tips-to-communicate-effectively-on-the-job/">12 Most blog</a>.&nbsp;</em><br /> <br /> <em>This article was originally posted by Becky Gaylord on 07 October 2013 at&nbsp;<a href="http://www.prdaily.com/Main/Articles/15336.aspx">http://www.prdaily.com/Main/Articles/15336.aspx</a></em></p> http://www.pria.com.au/priablog/12-communication-basics-everyone-should-know http://www.pria.com.au/priablog/12-communication-basics-everyone-should-know Fri, Oct 11 2013 The 6 Ws of social content <p><img alt="" src="/sb_cache/priablog/id/2130/f/Wikipedia-W-visual-balanced.svg.png" style="width: 400px; height: 309px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>In 2013, brands are posting an average of 36 times per month on Facebook. Over a year that adds up to 432 posts. That&rsquo;s a lot of content. With the average Facebook user liking 40 pages each, they&rsquo;re now seeing a whopping 1440 updates every month (<a href="http://www.socialbakers.com/blog/1561-cutting-through-the-crowds-on-facebook-news-feeds">source</a>). 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.</p> <p>It&rsquo;s hard to maintain consistency in your content when you&rsquo;re producing it at scale, especially with limited resources. But quantity shouldn&rsquo;t mean a sacrifice in quality. Here are six questions to ask yourself before you post anything on social platforms:</p> <p><strong>1. Why am I posting this?</strong></p> <p>Your social strategy needs to start with why and repeat on loopad infinitum. If you&rsquo;re not constantly asking why, you need to drink more coffee and develop some anxieties. Same goes for your content.</p> <p>Social content is not an afterthought. It is not filler. It isn&rsquo;t a box to tick. Posting content because it&rsquo;s funny or because you have to post something isn&rsquo;t good enough. Neither is posting because the CEO asked you to, or because it got a lot of engagement when &lsquo;Brand Y&rsquo; did it.</p> <p>The answer you&rsquo;re looking for is this: &lsquo;because it is relevant to the community and provides value.&rsquo;</p> <p>And by value I don&rsquo;t mean it saves them money. I&rsquo;m talking about entertainment, information, advice. Value is what makes your content special. Value is what makes content shareable. Value is a customer insight, not a brand insight, and it&rsquo;s the reason people want to engage with you on social platforms.</p> <p>If you just do the same thing as everyone else, then you aren&rsquo;t providing any value at all. If your content isn&rsquo;t valuable and relevant, post something else. Better yet, don&rsquo;t post anything. Go back to the drawing board and ask why you&rsquo;re on social platforms in the first place.</p> <p>&nbsp;</p> <p><strong>2. Who is it for?</strong></p> <p>Your community is not your customers. Sure, your customers are in there, coiled in anticipation for the chance to click on a link to your latest product, but they aren&rsquo;t going to do that unless your content speaks to them directly.</p> <p>A consistent tone of voice will help. Your brand on social should sound like your brand everywhere else. Hopefully it sounds like someone your customers want to talk to. If not, fix that first, then come back. The post can wait.</p> <p>It&rsquo;s no good developing a fun, irreverent tone in order to &lsquo;talk to the kids&rsquo; if your brand doesn&rsquo;t always talk like that and your customers aren&rsquo;t those same kids. It&rsquo;s also no good being too sales-focused. You need to talk to your community, not at them. Think about the way your customers speak, think about the dialect and jargon specific to your location or industry. Make the content speak to your target audience. Rewrite or redesign until you get it right. Review and optimise your tone and style regularly.</p> <p>You&rsquo;ll reach more people talking to the right people than trying to reach more people by talking to everyone.</p> <p>&nbsp;</p> <p><strong>3. What do I want to achieve?</strong></p> <p>Most social content is confused. The call to action isn&rsquo;t clear and it fails by trying to do too much.</p> <p>Recently I saw this update: &lsquo;How was your weekend? What are you going to do today?&rsquo;</p> <p>Two questions, two calls to action, low engagement. The questions cancel each other out. This should have been two separate posts, if it was the right thing to post in the first place. Remembering to put one call to action per post will save your engagement rate along with your blushes.</p> <p>The type of update you post also affects engagement. Take Facebook for example. If you&rsquo;re asking a question, then the goal of the post is comments. A simple status update will generate more comments than an image, but an image will generate more shares. So if you&rsquo;re looking for amplification, post an image.</p> <p>Everything you post should want to achieve something. If it doesn&rsquo;t, then don&rsquo;t post.</p> <p>&nbsp;</p> <p><strong>4. When am I posting this?</strong></p> <p>When you schedule a TV ad, chances are you try and do it at a time when your target audience are sitting down in front of the TV. Your social content strategy needs to take time into account also.</p> <p>When are your audience online? When are they on Facebook? Check the data, find out. The days of &lsquo;this has to go on out immediately&rsquo; should be well in the past. Your audience dictates when you post.</p> <p>The half-life of a tweet is seven minutes. Depending on your engagement, the half-life of a Facebook post averages at around two hours (much less if you post poor content). Post at the wrong time and you&rsquo;ll turn an urgent message into an unread one.</p> <p>&nbsp;</p> <p><strong>5. Where am I posting this?</strong></p> <p>A tweet has room for 140 of your finest characters. A Facebook status however, has room for 63,206 characters. That&rsquo;s around 10,000 words, depending on the words.</p> <p>Should you post a 10,000 word status update? Probably not.</p> <p>The point is this: not all content works on all platforms, not all platforms engage with content in the same way, and each platform is home to a different community.</p> <p>On Tumblr, 60% of all reblogs are images, and using animated GIFs will ensure you get more of those reblogs. On Instagram, emotive images get more likes. On Pinterest, adding a price to your image leads to more click-throughs.</p> <p>Each platform you choose to operate in needs its own content strategy. If the piece of content you want to post isn&rsquo;t right for a particular platform, don&rsquo;t post it there.</p> <p>The platform-specific optimisations are many and minute, but it&rsquo;s these one-percents that will give your content an extra boost, not a blanket of platform-agnostic mediocrity.</p> <p>&nbsp;</p> <p><strong>6. How else can I say this?</strong></p> <p>Ernest Hemingway once said, &lsquo;The first draft of anything is shit&rsquo;. He probably wasn&rsquo;t talking about Facebook posts, but still. Too many updates are written once and posted first time.</p> <p>The first thing you write might be adequate, but if adequate isn&rsquo;t good enough for your product design, for your television ads or your customer service, then adequate shouldn&rsquo;t be good enough for your social content.</p> <p>Adequate is a failure. Be better.</p> <p>Good copy is as little copy as possible. Can you say it in fewer words? Can you say it visually?</p> <p>Think about your own news feed. What do you like to see? What would you click on?</p> <p>Rewrite, rewrite, rewrite. And when you&rsquo;re done, write it again.</p> <p>Once you&rsquo;ve asked yourself these six questions, you should be confident that you&rsquo;ve got a solid, valuable piece of social content on your hands.</p> <p>But there is a final variable in the social content equation that is just as important: you.</p> <p>If you wouldn&rsquo;t read it, if you wouldn&rsquo;t comment or share or click, don&rsquo;t post it.</p> <p>Your community won&rsquo;t tolerate bad content. You shouldn&rsquo;t either.</p> <p>&nbsp;</p> <p>&nbsp;</p> http://www.pria.com.au/priablog/the-6-ws-of-social-content http://www.pria.com.au/priablog/the-6-ws-of-social-content Thu, Oct 10 2013 5 reasons to properly evaluate social media ROI <p><img alt="" src="/sb_cache/priablog/id/2124/f/return_on_investment_social_media1.jpg" style="width: 392px; height: 490px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>For too long, return-on-investment (ROI) calculations on the use of social media has been ignored or avoided. Either deemed &lsquo;too difficult&rsquo; or &lsquo;not necessary&rsquo;, time and money has been sunk into social media presences without a precise understanding of the costs and revenues of doing so. However, conducting a social media ROI evaluation can not only give you a number to show how it contributes to your bottom line, but provides a great deal of other benefits. This post explores the top five incidental gains of an ROI analysis, beyond just knowing an ROI percentage figure.</p> <p>1. Contextualise and understand your social media use</p> <p>Before you can calculate your social media ROI, you need to identify where money is being spent, and where you are making a return. &nbsp;A thorough evaluation of your social media strategy and presence may find that you doing more than you anticipated. For example, your strategy may be to use social media as a marketing and promotional channel, but have since begun resolving customer enquiries. &nbsp;As such, this is both an additional cost and revenue source which shapes how you are using social media. Therefore, investigating your use can help you identify all the ways in which social media is bringing you value.</p> <p>2. Justify expenditure</p> <p>You may have a budget allocated to your social media use, however it is deceptive to think that this budget is the sole expenditure of maintaining your presence. The time spent creating content, posting content, moderating and monitoring platforms, and creating social media policies and strategies uses resources (time and assets) which can be quantified, and which also contributes to your costs. Such costs may not have been directly considered, and not including them would give an inaccurate indication of the ROI figure. However these costs can be rationalised should the revenues show they are currently (or are forecast) to yield greater returns. As such budgets can be maintained, or increased, to incorporate the requirements of maintaining a presence as a result of the social media evaluation.</p> <p>3. Gain insights into fans and followers</p> <p>The other side to expenditure in the ROI evaluation are the revenues. As these are often derived from the fans and followers themselves, it is imperative you understand their social media use, and consumer habits. The more you know about them, the easier it will be to identify and quantify your revenue sources. However, this information can also aid you to build relationships or incentivise actions from them via social media. Conducting surveys, or tracking habits can help you understand when, where, how, and why they engage, spend money, advocate, or perform other revenue generating activities such as clicking on or viewing advertising. You may consequently determine consumption and social media use patterns, such as the most valuable social media actions users undertake, and the factors which influence them to take such actions. This is highly useful information which can shape the way you use social media in the future.</p> <p>4. Identify social media revenue sources and cost reduction opportunities</p> <p>Determining the costs and revenues associated with your social media use allows for comparison, evaluation and therefore identification of where these can be optimised. You may find that time could be better spent on social media activities which generate greater revenue, or that there are less expensive means of conducting social media activities such as through outsourcing processes to other people or using software. There are numerous ways in which costs can be reduced, and given the constantly evolving capabilities of social media and habits of users, many ways in which revenues may be increased. Identifying these can significantly improve the ROI on your social media usage.</p> <p>5. Modify and optimise social media use</p> <p>Ultimately, knowing the ROI on your social media usage is a waste of money and effort if no action is taken as a result of the evaluation. Should the ROI be negative, the information gained throughout the assessment process can assist with changing future social media implementation in order to create a positive figure. If it is positive, the knowledge and understanding of your social media usage, and insights into your Fans and followers, can help find opportunities to further optimise processes and strategies which can allow greater returns on investment to be generated. Such opportunities can be quantified to give a forecast on future social media return on investment, and implemented to improve the efficiency of your social media use.</p> <p>In all, you should find these benefits of determining your social media ROI will bring long term gains which exceed the costs of undertaking it; a very compelling rationale!</p> <p><em>Kass Pappas is a Strategic Consultant at&nbsp;Dialogue Consulting. She has authored a whitepaper on Social Media Return on Investment methods, and will present at the upcoming&nbsp;Social Media ROI workshops&nbsp;in Sydney and Melbourne. The whitepaper will be available for free download after the event.</em></p> <p>&nbsp;</p> <p><em>This article was originally posted by Kass Pappas on 01 October 2013 at&nbsp;<a href="http://www.marketingmag.com.au/blogs/5-reasons-to-properly-evaluate-social-media-roi-44929/#.Ukz0W9Knp8s">http://www.marketingmag.com.au/blogs/5-reasons-to-properly-evaluate-social-media-roi-44929/#.Ukz0W9Knp8s</a></em></p> http://www.pria.com.au/priablog/5-reasons-to-properly-evaluate-social-media-roi http://www.pria.com.au/priablog/5-reasons-to-properly-evaluate-social-media-roi Wed, Oct 09 2013 How to create a unique brand identity <p><img alt="" src="/sb_cache/priablog/id/2128/f/Untitled-4.jpg" style="width: 400px; height: 417px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>Learning how to present your brand and leverage your brand identity with your customers are two of the keys to growing your business.</p> <p>Ensuring a truly unique and&nbsp;<a href="http://www.dynamicbusiness.com.au/marketing-blogs/three-ingredients-for-a-memorable-brand-and-great-reputation-10042012.html">memorable</a>&nbsp;experience for everyone who walks through the doors is paramount. Although looking at the bigger picture is important when you are running a business, when it comes to branding, a lot of the skill is in the details.</p> <p>To maintain a consistent image, you need to make sure that your brand is presented effectively each and every time your business comes into contact with your customers. This includes your physical stores, website, employees and product&nbsp;<a href="http://www.dynamicbusiness.com.au/news/new-standard-for-sustainable-packaging-16092013.html">packaging</a>. When your business comes into contact with customers it is known as a &lsquo;touch point&rsquo;, and understanding these is one of the key factors to creating a unique and positive brand image.</p> <p>Many businesses focus on one area of their business, for example, the products they sell, and ignore other areas, such as the quality of service, or the overall customer experience. To really dazzle your customers, you need to focus on the entire package &ndash; from products to service &ndash; and make sure your brand identity is upheld throughout the customer experience.</p> <p>If you haven&rsquo;t given your brand identity much thought, the first step is to spend some time thinking about what makes you unique, and how you would like to portray that. If you pride yourself on being&nbsp;<a href="http://www.dynamicbusiness.com.au/hr-and-staff/shifting-the-business-compass-to-ethical-16092013.html">environmentally conscious</a>, how can you uphold these values in your packaging and your store layout?</p> <p>Once you have an idea how you would like your brand to be presented, the next step is to think about where you come into contact with your customers, and how you can reinforce your brand identity each time.</p> <p>Not everything will be under your control, and there is no point trying to change things that are out of your control. Focus on what you can change and work on making those aspects of your customer experience unique, rather than wasting time and energy trying to change things that you can&rsquo;t.</p> <p>The aspects that most businesses can control include their&nbsp;<a href="http://www.dynamicbusiness.com.au/entrepreneur-profile/six-ways-to-set-communication-boundaries-10092012.html">communication</a>&nbsp;style, and materials including their website, their products and service, and their employees. Concentrating on these things can make a big difference to the success of your business branding.</p> <p>If you aren&rsquo;t sure how to start reviewing your customer touch points, an easy way to begin is by becoming a&nbsp;<a href="http://www.dynamicbusiness.com.au/entrepreneur-profile/six-ways-to-set-communication-boundaries-10092012.html">customer</a>&nbsp;yourself. By purchasing the products, subscribing to your newsletter and visiting your stores, you can get a customer view of your business and where the areas for improvement might be.</p> <p>It is a good idea to become a customer for your competitors too, so that you can keep up to date with what they are doing, and what their customers&rsquo; experiences are.</p> <p>Creating and upholding a unique brand identity can set you apart from other businesses, and make sure your customers have a memorable experience of your products and services.</p> <p>&nbsp;</p> <p><em>This article was originally posted by Jo McDermott on 01 October 2013 at&nbsp;<a href="http://www.dynamicbusiness.com.au/opinion/how-to-create-a-unique-brand-identity-01102013.html">http://www.dynamicbusiness.com.au/opinion/how-to-create-a-unique-brand-identity-01102013.html</a></em></p> http://www.pria.com.au/priablog/how-to-create-a-unique-brand-identity http://www.pria.com.au/priablog/how-to-create-a-unique-brand-identity Mon, Oct 07 2013 Inside: Q&A with Shirley Randell <p><strong>1. How has technology changed the way you communicate?</strong></p> <p>Exponentially - now use Skype, email and social media much more so much more visible more often.&nbsp;</p> <p><strong>2. How do you and your team manage issues before they turn into crisis?</strong></p> <p>Through consultation and negotiation.</p> <p><strong>3. In the event of a crisis, what is the first step to managing it?</strong></p> <p>Consider the underlying causes and what can be dealt with as a priority.</p> <p><strong>4. Where do you see the role of&nbsp;c-suite&nbsp;nowadays?</strong></p> <p>Leading by setting the vision and values of the organisation.</p> <p><strong>5. If you had to leave your house in a rush, what is the one thing you couldn&rsquo;t leave without&nbsp;or leave without doing?</strong></p> <p>My computer.</p> <p><strong>6. What is your favourite thing about being a communicator?</strong></p> <p>Keeping in regular touch with family, friends, and colleagues.&nbsp;</p> <p><strong>7. How has your organisation adapted to the changing marketing landscape?</strong></p> <p>Through regular newsletters, webpage, and social media.</p> <p><strong>8. How do you and your team use social media?</strong></p> <p>Constantly, daily posts on Facebook, less regular tweets and LinkedIn.&nbsp;</p> <p><strong>9. How do you create campaigns that utilise all communication channels?</strong></p> <p>This is not the role of my organisation.</p> <p><strong>10. What are some of the issues your organisation is facing in relation to the ever changing &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; communication landscape?&nbsp;</strong></p> <p>Time management.</p> <p><strong>11. If your budget was cut and you could spend it on one thing what would it be?</strong></p> <p>Relationship building.</p> <p><strong>12. Can you give us a sneak peak at what you are hoping to touch on in November?</strong></p> <p>How to build influence for career success through organisations, networking, and building relationships.</p> <p><strong>13. What will attendees expect to hear from during your presentation?</strong></p> <p>Some insights into my work in Rwanda and other places in Asia, the Pacific and Africa.</p> <p><strong>14. Have you been to Adelaide before, if so what&rsquo;s been your favourite place to visit/thing to do/place to eat/memory of a past holiday?</strong></p> <p>Yes, my son, daughter in law and several friends live there so are always my favourite people to visit and are my happiest memories.</p> <p><strong>About the 2013&nbsp;PRIA&nbsp;National Conference&nbsp;</strong></p> <p>South Australia will be hosting the 2013 National Conference on the&nbsp;17th&nbsp;-&nbsp;19th&nbsp;of November. Held every year, the forum brings the nation&rsquo;s leading communicators together to present new methods and research, and ideas in the field of professional communication.</p> <p><a href="http://ei.im.com.au/ei/getdemo.ei?id=707&amp;s=_FW40ZI7FN"><img alt="" src="/sb_cache/priablog/id/2117/f/National Conf button (3).jpg" style="width: 222px; height: 76px; float: left;" /></a></p> http://www.pria.com.au/priablog/inside-qa-with-shirley-randell http://www.pria.com.au/priablog/inside-qa-with-shirley-randell Fri, Oct 04 2013 Inside: Q&A with Gerry McCusker <p><strong>1. How has technology changed the way you communicate?</strong></p> <p><!--[if supportFields]><span style='font-size:11.0pt; line-height:115%;font-family:"Calibri","sans-serif";mso-fareast-font-family: Calibri;mso-bidi-font-family:"Times New Roman";mso-ansi-language:EN-AU; mso-fareast-language:EN-US;mso-bidi-language:AR-SA'><span style='mso-element: field-begin'></span><span style='mso-bookmark:Text1'><span style='mso-spacerun:yes'></span>FORMTEXT <span style='mso-element:field-separator'></span></span></span><![endif]--><!--[if !supportNestedAnchors]--><!--[endif]-->It might not have changed the message(s) but the speed and interactivity have changed out of all understanding. Additionally, the mobility factor might also be termed the &#39;omnipresent factor&#39; as I&#39;m able to access the world of information wherever I go.<!--[if supportFields]><span style='font-size: 11.0pt;line-height:115%;font-family:"Calibri","sans-serif";mso-fareast-font-family: Calibri;mso-bidi-font-family:"Times New Roman";mso-ansi-language:EN-AU; mso-fareast-language:EN-US;mso-bidi-language:AR-SA'><span style='mso-element: field-end'></span></span><![endif]--></p> <p><strong>2. How do you and your team manage issues before they turn into crisis?</strong></p> <p>As Online Reputation Management specialists, online monitoring has been embeeded into the systems we use to track and evaluate citizen and traditional media commentary.</p> <p><strong>3. In the event of a crisis, what is the first step to managing it?</strong></p> <p>Get the facts first.</p> <p><strong>4. Where do you see the role of&nbsp;c-suite&nbsp;nowadays?</strong></p> <p>Any C-suite has to consider, shape and implement corporate behaviours that have a direct bearing on brand, personal or organisational communication and reputation. We can&#39;t ask them to invest in spin, we need them to invest in intelligent and&nbsp; stakeholder aware behaviours.</p> <p><strong>5. If you had to leave your house in a rush, what is the one thing you couldn&rsquo;t leave without&nbsp;or leave without doing?</strong></p> <p>Having a fully charged iPhone.</p> <p><strong>6. What is your favourite thing about being a communicator?</strong></p> <p>The challenge of finding the most effective channels and creative modes of expression for any audience.</p> <p><strong>7. How has your organisation adapted to the changing marketing landscape?</strong></p> <p>That would be telling!</p> <p><strong>8. How do you and your team use social media?</strong></p> <p>As ORM specialists, SocMed is embedded into our thinking and actions; virtually every client project has social media at its core</p> <p><strong>9. How do you create campaigns that utilise all communication channels?</strong></p> <p>We start by using audience research to find out where they are currently communicating and playing, as a key element of deciding which channels might best create communication conduits.</p> <p><strong><span style="font-size: 1.1em; line-height: 1.5em;">10. If your budget was cut and you could spend it on one thing what would it be?</span></strong></p> <p>Thanks to social media sharers, we&#39;re no longer budget or source specific dependent.</p> <p><strong>11. Can you give us a sneak peak at what you are hoping to touch on in November?</strong></p> <p>The new frontier of - and solutions for - brand, corporate and governmental reputation management.</p> <p><strong>12. What will attendees expect to hear from during your presentation?</strong></p> <ul><li>That social media hype is not necessarily applicable to what I call &quot;tough-to-love&quot; brands.</li> <li><span style="font-size: 1.1em; line-height: 1.5em;">That conversation, engagement and interaction can be pursued in ways other than Facebook and Twitter; safer ways.</span></li> <li><span style="font-size: 1.1em; line-height: 1.5em;">That we all need to &#39;Keep Calm but Keep Communicating Wisely&#39;</span></li> </ul> <p><strong>13. Have you been to Adelaide before, if so what&rsquo;s been your favourite place to visit/thing to do/place to eat/memory of a past holiday?</strong></p> <p>Last time in Adelaide, I was keeping an aggressive &#39;tabloid news reporter&#39; from savaging a client organisation under threat from a slippery, &#39;ethics-free&#39; industrial competitor. After work, I remember the pizza was nice.</p> <p><strong>About the 2013&nbsp;PRIA&nbsp;National Conference&nbsp;</strong></p> <p>South Australia will be hosting the 2013 National Conference on the&nbsp;17th&nbsp;-&nbsp;19th&nbsp;of November. Held every year, the forum brings the nation&rsquo;s leading communicators together to present new methods and research, and ideas in the field of professional communication.</p> <p><a href="http://ei.im.com.au/ei/getdemo.ei?id=707&amp;s=_FW40ZI7FN"><img alt="" src="/sb_cache/priablog/id/2115/f/National Conf button (3).jpg" style="width: 222px; height: 76px; float: left;" /></a></p> <p><!--[if gte mso 9]><xml><w:data>FFFFFFFF0000000014000500540065007800740032000000000000000000000000000000000000000000000000000000</w:data></xml><![endif]--><!--[if supportFields]><span style='mso-element:field-end'></span><![endif]--></p> http://www.pria.com.au/priablog/inside-qa-with-gerry-mccusker http://www.pria.com.au/priablog/inside-qa-with-gerry-mccusker Thu, Oct 03 2013 ATTN Vic student members! Report it Right for a chance to be published <h2 class="statement"><img alt="" src="/sb_cache/priablog/id/2121/f/Report_it_right_Poster_A4_PRINT.jpg" style="width: 230px; height: 325px; margin: 9px; float: right;" />Report it Right and WIN! competition to PRIA student&nbsp;members</h2> <p>Are you a student PRIA member looking for your big break and studying media, communications or journalism at a tertiary institution? Report it Right for your chance to be published in a Leader newspaper and win $5000 in prizes. All you need to do is write about a current news issue relating to disability. Visit&nbsp;<a href="http://www.dhs.vic.gov.au/reportitright">www.dhs.vic.gov.au/reportitright</a> for more details.&nbsp;</p> <p>The competition challenges media, journalism and communications students at Victorian tertiary institutions to write a news story or feature article about a current news issue relating to disability.<br /> <strong>The winner of the competition will have their story published in their local<em> Leader</em> newspaper</strong>. This is a great opportunity for student members to build their portfolios and get some industry visibility. The winner and finalists will also have a share in $5000 worth of prizes! &nbsp; &nbsp; &nbsp; &nbsp;</p> <p>Members should refer to the <em>Reporting it Right: guidelines for portraying people with disability</em> for guidance on how to prepare their articles. Competition details and a link to the guidelines are available at&nbsp;<a href="http://www.dhs.vic.gov.au/reportitright">www.dhs.vic.gov.au/reportitright</a>. The competition closes <strong>5.00 PM Monday 14 October 2013.</strong></p> <p><strong>@youthcentralvic @VicGovDHS</strong></p> <p><a href="https://www.facebook.com/youthcentralvic"><strong>​Facebook</strong></a></p> <p>If you have any queries or would like any further information, please get in touch. I can be contacted by phone 9096 9715 or through email at <a href="http://maria.coates@dhs.vic.gov.au">maria.coates@dhs.vic.gov.au</a>.</p> http://www.pria.com.au/priablog/attn-vic-student-members-report-it-right-for-a-chance-to-be-published http://www.pria.com.au/priablog/attn-vic-student-members-report-it-right-for-a-chance-to-be-published Wed, Oct 02 2013 How your online reputation affects the bottom line <p><span style="font-size: 1.1em; line-height: 1.5em;">Your reputation is just as important today as it was in high school.</span></p> <p>Except a hit to your brand&#39;s reputation today will do more than hurt your social standing&mdash;it will hurt your bottom line.</p> <p>During the next five years, 83 percent of companies will face a crisis that will negatively affect their share price, <a href="http://digitalfireflymarketing.com/reputation-management">an infographic</a>&nbsp;from Digital Firefly says.</p> <p>You don&#39;t want to be part of the 83 percent.</p> <p>But a crisis isn&#39;t the only time you should monitor your brand&#39;s online reputation. Potential customers may sidestep your products based on other things they see online, like product reviews or ads.</p> <p>Take a look:</p> <p>Almost 100 percent (97 percent) of consumers who bought a product based on an online review found the review to be accurate.</p> <p>Seventy percent of consumers look to online reviews before they buy.</p> <p>Seventy-five percent of people don&#39;t believe companies tell the truth in advertisements.</p> <p>Nearly 90 percent (87 percent) of people believe the CEO&#39;s reputation is an important part of the company&#39;s reputation.</p> <p><span style="font-size: 1.1em; line-height: 1.5em;">If you don&#39;t monitor your brand&#39;s digital reputation, you should. Check out the graphic for more:</span></p> <p><img alt="" src="/sb_cache/priablog/id/2092/f/Online_Reputation_Bottom_Line_Infographic.jpg" style="width: 600px; height: 3406px; float: right;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p><em>Kristin Piombino is the associate editor of Ragan.com.</em></p> <p><em style="font-size: 1.1em; line-height: 1.5em;">This article was originally posted by Kristin Piombino on 23&nbsp;September 2013 at&nbsp;<a href="http://www.ragan.com/Tomorrow/Articles/Infographic_How_your_online_reputation_affects_the_47309.aspx">http://www.ragan.com/Tomorrow/Articles/Infographic_How_your_online_reputation_affects_the_47309.aspx</a></em></p> <p>&nbsp;</p> http://www.pria.com.au/priablog/how-your-online-reputation-affects-the-bottom-line http://www.pria.com.au/priablog/how-your-online-reputation-affects-the-bottom-line Tue, Oct 01 2013 Measuring the Effectiveness of Guest Blog Posts <p><img alt="" src="/sb_cache/priablog/id/2126/f/blogging-guest-bloggers-welcome.jpg" style="width: 400px; height: 281px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>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?</p> <p><strong>Referral Traffic</strong></p> <p>Traffic to your own website or blog is one of the strongest indicators that your guest post has been successful. Using a web analytics tool, such as Google Analytics, look at the referral sources of traffic to your site and how each guest post stacks up. Remember that as long as the guest post stays live on the website, you are likely to receive referral traffic from now until forever. If you have posted on a well trafficked website, with solid regular readership, the biggest spike will occur after initially being published.</p> <p><strong>Social Followers and Database Signups</strong></p> <p>Monitor your social media followers after you have guest posted and take note of whether there is an increase. Getting concrete data can be tricky, but there are a couple of sneaky ways you can do it. Firstly, if you are linking to your social profiles from the author byline of the posts, you can use URL shorteners such as <a href="http://goo.gl/">Google</a> or <a href="https://bitly.com/">Bitly</a> and then track the number of clicks that your links receive. Each click doesn&rsquo;t necessarily translate to a &ldquo;Like&rdquo;, &ldquo;Follow&rdquo; or &ldquo;+1&rdquo; but the data can provide an indication.</p> <p>Similarly, if referral traffic to your website is leading to social follows or email signups you can track these with Google Analytics.&nbsp; You&rsquo;ll need to setup event or conversion tracking within Google Analytics to track these, but once done you can identify the source of new contacts.</p> <p><strong>Comments and Social Media Shares</strong></p> <p>Once of the easiest ways to evaluate a post is looking at the number of comments and social media shares it generates. You can compare these with other posts on the same blog site to get a feeling for how your post performed. A high relative engagement rate suggests your posts are doing their job and stimulating the readers&rsquo; interest. Furthermore, this can also be helpful in determining if particular topics or types of posts generate more shares or comments than others.</p> <p><strong>Links</strong></p> <p>A sure fire sign that you&rsquo;ve created a useful piece of content is inbound links. You can use a tool such as <a href="http://www.majesticseo.com/">Majestic SEO</a>, <a href="http://www.opensiteexplorer.org/">Moz</a> or <a href="https://ahrefs.com/">Ahrefs</a> to see if other bloggers or webmasters have linked to your guest post. It&rsquo;s important to know that you won&rsquo;t be able to see these links immediately. Mark your diary for a month after posting to run a test scan and then again at larger intervals (such as 3 or 6 months).</p> <p><strong>Measuring Authority</strong></p> <p>If you get a lot of people reading your article, you know that it is an area in demand and thus, worthy of writing more blog posts for. This represents a lucrative area that can be capitalised on to build your authority. Your authority can be measured by the degree of demand you receive such as enquiries from websites, shares on social media or even article requests. These are all positive indications you are developing a reputation in the blogosphere and are a good measure of your blog post effectiveness.</p> <p>Measuring your campaign is critical to refining the effectiveness of your efforts and driving the greatest ROI. Using the techniques above, you can evaluate key stats such as which posts attract the most visitors to your site and which topics generate the most interest for your audience. By determining the most effective type of blog post, you can produce content that will help boost brand awareness and assist your organisation in operating more competitively.</p> <p>&nbsp;</p> <p><em>Mitchell Hunter is studying a Bachelor of Communication at the University of Newcastle and is currently interning at<a href="http://www.gorillaseo.com.au/"> Gorilla SEO</a> &ndash; a digital marketing company based in Newcastle, Australia.&nbsp;</em></p> http://www.pria.com.au/priablog/measuring-the-effectiveness-of-guest-blog-posts http://www.pria.com.au/priablog/measuring-the-effectiveness-of-guest-blog-posts Mon, Sep 30 2013 Navy Yard tragedy rewrites the crisis rulebook <p><img alt="" src="/sb_cache/priablog/id/2102/f/wave_usa_flagMiddletown Insider.jpg" style="width: 475px; height: 327px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>​Last week&rsquo;s tragic Washington Navy Yard massacre was another in a string of horrific shootings endemic in the US.</p> <p>But what set this shooting&nbsp;tragedy apart from all the others was the way media covered it, and the lessons this holds for crisis communications in the digital age.</p> <p>To cope with the constant stream of information and misinformation, some media outlets set up a Twitter stream&nbsp;<a href="http://www.bbc.co.uk/news/world-us-canada-24114927">to report the crisis as it unfolded</a>.</p> <p>An endless flow of 140 character updates told a human tragedy, named an innocent victim as the gunman, and finally showed the gunman with a mugshot stamped deceased.&nbsp;</p> <p>What struck me was how quickly every detail of the crisis was in the public domain.&nbsp;And how quickly the crisis passed out of the news cycle to be replaced by the next massacre in Nairobi.</p> <p>How can an organisation cope with that Tsunami of information, especially while reeling from shock? How do you plan and manage your communications under those circumstances?</p> <p>There are no simple answers and no quick fix.&nbsp; But here are a few questions&nbsp;to start that conversation:</p> <p>1. When did you last exercise your crisis communications plan - does everyone know their roles?<br /> 2. How buff are your social media muscles? How well are you monitoring the conversation and how prepared is management to engage in Twitter, Facebook and all the rest?<br /> 3. Do you have the capability to build your own Twitter stream (for internal and external&nbsp;comms) &ndash;&nbsp; and who and what would populate that?</p> <p>Want to do something to help the families of the victims of the Navy Yard shootings?&nbsp;</p> <p>Here&rsquo;s&nbsp;<a href="https://www.taps.org/navyyard/tribute/">a link to a fund set up to help US Military</a>.</p> <p>&nbsp;</p> <p><em>This article was originally posted by Geoffrey Stackhouse on 24 September 2013 at&nbsp;<a href="http://www.claritysolutions.com.au/blog/navy-yard-tragedy-rewrites-the-crisis-rulebook">http://www.claritysolutions.com.au/blog/navy-yard-tragedy-rewrites-the-crisis-rulebook</a></em></p> http://www.pria.com.au/priablog/navy-yard-tragedy-rewrites-the-crisis-rulebook http://www.pria.com.au/priablog/navy-yard-tragedy-rewrites-the-crisis-rulebook Fri, Sep 27 2013 A week on from Lawrence Money, black ties & the Victorian state awards <h2 class="statement"><strong><img alt="" src="/sb_cache/priablog/id/2113/f/1309-080_N015.jpg" style="width: 250px; height: 167px; margin: 9px; float: right;" />Revamped&nbsp;PRIA&nbsp;Golden Target Awards announced at last week&rsquo;s Communications Gala Night in Melbourne!</strong></h2> <p>Lawrence Money from the Age announced the Public Relations Institute of Australia&#39;s&nbsp;state awards for excellence at last Friday&rsquo;s Communications Gala Night at the Royce Hotel Ballroom on&nbsp;St&nbsp;Kilda&nbsp;Road.</p> <p>Money brought that bit of a spark into this gala affair, reminiscing on past journalist/PR relationships both good and bad and added his quick wit and great humour to proceedings.</p> <p>The night also featured a best dressed competition with&nbsp;Pesel&nbsp;and Carr&#39;s Richard&nbsp;Liistro&nbsp;and Alison&nbsp;Coffa&nbsp;taking both&nbsp;gongs&nbsp;setting the agency as the most fashionable PR agency in Melbourne. Guest&rsquo;s fingers were also busy on the night, &ldquo;revelling in the&nbsp;atmo&nbsp;at the&nbsp;PRIA&nbsp;Gala&rdquo; using&nbsp;the event&nbsp;hastag&nbsp;#priagala.</p> <p>Our emcee also caught time to take a trip down&nbsp;GTA&nbsp;memory lane with Dairy Australia&#39;s Kelly Ward and Porter&nbsp;Novelli&#39;s&nbsp;Peter Kent. Both reminisced over previous entries both successful and unsuccessful and gave some good advice for budding&nbsp;GTA&nbsp;entrants.&nbsp;</p> <p>PRIA&nbsp;Victoria&rsquo;s President Alain&nbsp;Grossbard&nbsp;said the awards took a new approach this year:</p> <p>&ldquo;This year we&#39;ve reinvigorated and revamped the program in consultation with a number of the industry&rsquo;s best, who have combined their knowledge and experience to ensure the awards reflect the ever evolving PR and communications industry.&nbsp;Friday night&#39;s&nbsp;black tie affair gave&nbsp;our regional and metropolitan Victorian members a chance to dress to impress at &lsquo;the&rsquo; night of nights on the PR calendar&quot;.</p> <p>To see if you made the photo reel on the night click&nbsp;<a href="http://on.fb.me/1bgGpE4">here</a>.</p> <p>Some of the changes to this year&rsquo;s awards include:</p> <p><strong>New &ldquo;Best Of&rdquo; categories</strong><br /> The introduction of four new &ldquo;Best Of&rsquo; categories to complement the Campaign of the Year and Educator of the Year awards initiated in 2012. Check out the categories here.&nbsp;</p> <p><strong>Simplified entry process</strong><br /> Entry for the awards has been simplified, with a single entry replacing the previous two-step process.</p> <p><strong>Entry length</strong><br /> The entry word length has been halved from 2000 words to 1000 words.</p> <p>Winners will now go through to the national&nbsp;round of the Golden Target Awards, with the final results being announced during the gala dinner on Monday, 18 November 2013 at the Wine Centre in Adelaide during&nbsp;<a href="http://www.pria.com.au/training/category/pria-national-conference">PRIA&rsquo;s&nbsp;National Conference</a>. The conference itself is taking place at the Adelaide Convention Centre from 17-19 November 2013.&nbsp;</p> <h2><a href="http://on.fb.me/1bgGpE4"><span style="font-size:26px;">Photos</span></a></h2> <p><strong><span style="font-size:26px;"><a href="http://www.pria.com.au/sb_cache/priablog/id/2103/f/A%20year%20in%20review%20for%20PRIA%20Victoria.mov">Video</a>&nbsp;</span></strong></p> <h2><span style="font-size:26px;">Winners on the night!</span></h2> <p><strong>Consumer Marketing</strong></p> <p>COMMENDED award to Fee&nbsp;Townshend&nbsp;for the &lsquo;<a href="http://www.pria.com.au/documents/item/6276" target="_blank">State Trustees | Will Week</a>&rsquo; by PR Edge.</p> <p><strong>Health Organisations</strong></p> <p>WINNING award to Melanie Wilkinson for the&nbsp;&lsquo;<a href="http://www.pria.com.au/documents/item/6277" target="_blank">BreastScreen</a><a href="http://www.pria.com.au/documents/item/6277" target="_blank">&nbsp;Victoria Recruitment Campaign</a>&rsquo; by&nbsp;Fenton&nbsp;Communications.</p> <p><strong>Public Affairs</strong></p> <p>WINNING award to Allison Murphy for the &lsquo;<a href="http://www.pria.com.au/documents/item/6274" target="_blank">My Cover Matters</a>&rsquo; campaign by Red Stick.</p> <p><strong>Best Use of&nbsp;Analytics</strong></p> <p>HIGHLY COMMENDED award to Simon&nbsp;Troeth&nbsp;for &lsquo;<a href="http://www.pria.com.au/documents/item/6279" target="_blank">Justice Website Transformation</a>&rsquo; by the Department of Justice Victoria.</p> <p><strong>Government Sponsored Campaigns</strong></p> <p>WINNING award to Peter Kent for the &lsquo;<a href="http://www.pria.com.au/documents/item/6275" target="_blank">Stay Smart Online: National Cyber Security Awareness Week</a>&rsquo; by Porter&nbsp;Novelli.</p> <p><strong>In-house PR Team of the Year</strong></p> <p>WINNING award to Nicole&nbsp;Lovelock&nbsp;and The Australian Ballet.</p> <p><strong>Low Cost/ Pro&nbsp;Bono</strong></p> <p>HIGHLY COMMENDED award to Barbara&nbsp;Pesel&nbsp;for &lsquo;<a href="http://www.pria.com.au/documents/item/6278" target="_blank">Bringing Opera to the People</a>&rsquo; by&nbsp;Pesel&nbsp;&amp; Carr.</p> <p><strong>Contact:</strong></p> <p>Neil O&rsquo;Sullivan</p> <p>The Public Relations Institute of Australia</p> <p>03 9635 5704&nbsp;|&nbsp;<a href="http://neil.osullivan@pria.com.au">neil.osullivan@pria.com.au</a></p> <table border="1" cellpadding="1" cellspacing="1" class="contentTable" style="width: 400px;"> <tbody> <tr> <td><a href="on.fb.me/1bgGpE4"><img alt="" src="/sb_cache/priablog/id/2105/f/1309-080_N005.jpg" style="width: 100px; height: 67px;" /></a></td> <td><a href="on.fb.me/1bgGpE4"><img alt="" src="/sb_cache/priablog/id/2107/f/1309-080_N027.jpg" style="width: 100px; height: 67px;" /></a></td> <td><a href="on.fb.me/1bgGpE4"><img alt="" src="/sb_cache/priablog/id/2109/f/1309-080_N029.jpg" style="width: 100px; height: 67px;" /></a></td> <td><a href="on.fb.me/1bgGpE4"><img alt="" src="/sb_cache/priablog/id/2111/f/1309-080_N011.jpg" style="width: 100px; height: 67px;" /></a></td> </tr> </tbody> </table> <p>&nbsp;</p> http://www.pria.com.au/priablog/a-week-on-from-lawrence-money-black-ties-the-victorian-state-awards http://www.pria.com.au/priablog/a-week-on-from-lawrence-money-black-ties-the-victorian-state-awards Fri, Sep 27 2013 Four Fundamentals of PR Every Business Leader Must Know <p><img alt="" src="/sb_cache/priablog/id/2100/f/paid-owned-earned.png" style="width: 475px; height: 389px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>There&rsquo;s a reason why the outcome of good old fashioned media relations is called &ldquo;earned media.&rdquo;&nbsp; It&rsquo;s earned. It&rsquo;s not paid or given.</p> <p>Earned media means we cannot choose the timing, space, presentation or language. If those are the things you are looking for&hellip;go see the advertising folks. &nbsp;Bring your checkbook.</p> <p>The media relations component of PR is really hard work.&nbsp; Often it is slow starting but tends to be cumulative. Media earns media.</p> <p>On the other hand, it can also be derailed fairly easily. I&rsquo;ve seen this happen several times over my career where a business executive carries the air and expectations of a celebrity, without the credentials. A couple stubborn moves later, and the coverage is bare.</p> <p>We PR pros bite our lips and try to find a way to make things work but more often than not, it&rsquo;s a waste of time and money.&nbsp; It is entirely avoidable.</p> <p>Here are four PR fundamentals that will ensure you get the most value out of your media relations program:</p> <p><strong>1. It is called earned media for a reason.&nbsp;</strong>If you pay a PR firm to pitch reporters for interviews but then decline to conduct those interviews because you&rsquo;re so busy, then you&rsquo;re wasting your money. &nbsp;When you are offered a media interview &ndash; do your absolute best to take it even it&rsquo;s merely for relationship building purposes. A reporter that gets to know and trust you, is far more likely to come back to you again in the future. Turn it down once and it may never happen again.</p> <p><strong>2. Declining interviews is like crying wolf.&nbsp;&nbsp;</strong>Ever hear about the boy that cried wolf? It&rsquo;s not a fairytale in PR.&nbsp; If you turn down too many interviews because you&rsquo;re so busy, then you are dramatically reducing your future chances. Bridges are hard to build and easy to destroy. Reporters today are likely to have double or even triple the workload. &nbsp;They don&rsquo;t have the time or patience to deal with someone, which from their perspective, has been asking them for a chance to chat and then turns it down when an offer is extended.</p> <p><strong>3. Write or answer.</strong>&nbsp;There&rsquo;s one constant about newsrooms that has held fast the last 10 years or so:&nbsp; newsrooms are shrinking.&nbsp; One way to get around that is many publications will respond to an interview pitch with a request for a contributed article on the topic. You will have to write&hellip;or you will have to make time for someone to write for you. Set time aside for PR to ask you questions and the harder the questions the better. If you do not, you will either wind up with crappy content, or you&rsquo;ll simply miss opportunities (see #1 and #2).</p> <p><strong>4. You are not big; that pub is not too little.&nbsp;</strong>&nbsp;Declining an interview because a publication is too small is crazy talk.&nbsp; It&rsquo;s not true for several reasons:&nbsp;a) reporters like to know you&rsquo;re credible and having previous interviews that can be found in search means you&rsquo;ve been vetted to some extent;&nbsp;b) placements in smaller publications can lead to interest from larger publications because ink is proof;&nbsp;c) placements in smaller publications can lead to coverage in larger publications because nobody watches the media like the media;&nbsp;d) young reporters at smaller publications grow up to be veterans at big publications.</p> <p>Finally, keep in mind it will never be perfect. You can do all of these things well and still have things go backside over elbows. That&rsquo;s why it&rsquo;s called earned media. &nbsp;Your PR pros work real hard for those opportunities.&nbsp; Don&rsquo;t squander them &ndash; find a way to get un-busy.</p> <p>&nbsp;</p> <p><em>This article was originally posted by Frank Strong on 19 September at<a href="http://www.swordandthescript.com/2013/09/pr-fundamentals-business-leader/">&nbsp;http://www.swordandthescript.com/2013/09/pr-fundamentals-business-leader/</a></em></p> http://www.pria.com.au/priablog/four-fundamentals-of-pr-every-business-leader-must-know http://www.pria.com.au/priablog/four-fundamentals-of-pr-every-business-leader-must-know Thu, Sep 26 2013 From college to career: 5 keys to future success <p><img alt="" src="/sb_cache/priablog/id/2094/f/unemployed-college-grads.jpg" style="width: 475px; height: 265px; float: left;" /></p> <p>&nbsp;</p> <p><span style="font-size: 1.1em; line-height: 1.5em;">College can be an exciting and overwhelming experience. Many students embrace the newfound freedom, social life, and the challenges of academic </span>endeavors<span style="font-size: 1.1em; line-height: 1.5em;">.&nbsp;</span></p> <p><br /> 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.&nbsp;<br /> <br /> Here is a guide to making the most of college and to being poised to launch a career after graduation.&nbsp;<br /> <br /> <strong>1. Get involved.&nbsp;</strong>Club participation is an essential element of college. Not only will you make new friends, but social, student government, and professional campus organizations will enable you to build resume-friendly leadership and organizational skills. Most universities and academic departments have club fairs and information sessions early each semester. Seek out both &ldquo;fun&rdquo; clubs and clubs relevant to your discipline or interest area.&nbsp;<br /> <br /> <strong>2. Get a job.&nbsp;</strong>Financial need requires most college students to seek employment to help finance their education and expenses. Work/study on campus or outside employment during college is a great way to show future employers you are responsible. These contacts will also become great references for future professional opportunities.&nbsp;<br /> <br /> <strong>3. Get to know your professors.&nbsp;</strong>Participate in class, and visit them during office hours. Regardless of your major or the courses you take, professors want to help you succeed. Students who show intellectual curiosity and an eagerness to learn will gain the respect of their professors. Plus, many professors have had careers and have connections outside of academia. Take advantage of these underutilized professional resources.&nbsp;<br /> <br /> <strong>4. Good grades matter, but don&rsquo;t focus on your G.P.A.&nbsp;</strong>Always attack school work as if you are presenting it to a CEO, not just your professor. Classroom experiences and projects are excellent professional portfolio materials. Save writing samples, plans, online projects, and presentations to show employers that you have skills applicable to your profession.&nbsp;<br /> <br /> <strong>5. Intern.</strong>&nbsp;Most employers will not hire an entry-level employee who has not interned. Take advantage of department and university internship programs, career center training, and job fairs. Many star students who intern get hired by their host company upon graduation.&nbsp;<br /> <br /> College is a challenging time of personal exploration and growth. Setting goals and pursuing an action plan beyond academics is essential to achieving professional success after you earn your diploma.&nbsp;<br /> <br /> <em>Lorra M. Brown is an assistant professor of public relations/professional communication at William Paterson University in Wayne, N.J. She serves as the internship coordinator and advisor to the Student Public Relations Association. Prior to her faculty position, she held senior-level positions at Ogilvy Public Relations and Weber Shandwick. Visit&nbsp;<a href="http://lorrambrown.wordpress.com/">her blog&nbsp;</a>or follow her on&nbsp;<a href="https://twitter.com/lorrabrownPR">Twitter</a>.</em><br /> &nbsp;</p> <p><em>This article was originally posted by Lorra Brown on 23 September 2013 at&nbsp;<a href="http://www.prdaily.com/Main/Articles/15167.aspx">http://www.prdaily.com/Main/Articles/15167.aspx</a></em></p> http://www.pria.com.au/priablog/from-college-to-career-5-keys-to-future-success http://www.pria.com.au/priablog/from-college-to-career-5-keys-to-future-success Wed, Sep 25 2013 How interns can assist with social media <p><strong>Karen Sutherland</strong></p> <p><a href="https://twitter.com/kesutherland777">@kesutherland777</a></p> <p><a href="http://au.linkedin.com/in/karenesutherland">au.linkedin.com/in/karenesutherland</a></p> <p>&nbsp;</p> <p>My<a href="http://www.pria.com.au/priablog/social-media-and-not-for-profits-three-important-findings"> last post</a>, 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.</p> <p>As a solution, some mentioned handing the responsibility of social media over to interns to manage. I can definitely understand how this seems like a viable solution. After all, generally interns in their late teens and early twenties are viewed as<a href="http://edition.cnn.com/2012/12/04/business/digital-native-prensky/index.html"> Digital Natives</a>. They have grown up with the technologies that more senior practitioners have had to learn on the job and they are an extra pair of hands, there to assist and learn. <a href="http://www.pria.com.au/newsadvocacy/july-2013#article2">I am a strong advocate for Not-For-Profits taking on interns</a>. In my time coordinating the PR internship program at Monash University, I have seen first-hand what a beneficial relationship it can be for both the organisation and the student. However, when it comes to interns looking after your organisation&rsquo;s social media, there are a few things to consider.</p> <p>&nbsp;</p> <p><strong>1. The term Digital Native may be misleading</strong></p> <p>Do not assume that if an intern is from the &ldquo;younger generation&rdquo; that they are a social media expert. They may definitely know how to use particular social networking sites on a personal level, but this will, most likely, be the first time that they are experiencing the technology from an organisational perspective.&nbsp; As a PR educator, in the classroom we can only simulate what happens in the real world even when using real examples and clients, but it is an internship that truly puts students in a situation where theory meets practice. In a crisis situation, you wouldn&rsquo;t let an intern respond to calls from the media, on behalf of your organisation, just because they know how to use a telephone. It is the same with social media. While interns may know how to use the tools, they do not yet have years of professional experience to draw on to inform the best course of action to take if issues arise.&nbsp; An internship is a time of development, a time of making mistakes and learning from them, but letting these play out on public platforms, like Facebook or Twitter, may damage your organisation&rsquo;s reputation.&nbsp; Interns can definitely be involved in your organisation&rsquo;s social media presence, but don&rsquo;t be blas&eacute; about the impact that this could potentially have.</p> <p>&nbsp;</p> <p><strong><span style="font-size: 1.1em; line-height: 1.5em;">2. Interns can conduct valuable social media research that you don&rsquo;t have time to do</span></strong></p> <p>If you&rsquo;re working in the Not-For-Profit sector, when was the last time that you could push everything aside to spend a week researching social media best practice and undertaking analyses on your competitors&rsquo; social media presence? If my research is anything to go by, the answer is never. This is when the assistance of an intern can come in extremely handy. Give interns the task of researching and writing a report on social media best practice in the sector and at large. Ask for examples of successes and failures in terms of content , responses to users (comments and complaints) and measurement. Ask for in-depth analyses on what your competitors and partners are doing in the space and ask interns to communicate what their overall recommendations would be. These tasks may prove invaluable to you and for an intern. It will allow you to make more informed choices in relation to your social media activities in order to reduce the waste of resources. For the intern, it will help to hone their researching skills, but will also inform them about the sector, your organisation and social media best practice. It is this foundation of knowledge that will assist you both with content development.</p> <p>&nbsp;</p> <p><strong>3. Interns can develop content for your social media schedule</strong></p> <p>Another preliminary finding from my research is that social media content is being balanced between the strategically integrated and the spontaneous. Organisations are planning ahead in terms of what they are posting on social media, so that their content fits in with current campaigns, but they are also remaining flexible to take advantage of great content if it spontaneously arises. Interns can greatly assist in sourcing, curating and producing content for your organisation&rsquo;s social media presence.&nbsp; It means that as a mentor, you will need to check over their suggestions just as you would for a media release before it is distributed. This task will provide an intern with the opportunity to turn the knowledge from their previous research into something tangible. It will stretch their creativity and refine their social media content production skills. Your organisation will benefit by being content rich without it costing resources.</p> <p>&nbsp;</p> <p><strong>4. Backstage passes should be exclusive</strong></p> <p>However, developing content is a very different thing to posting it. Allowing an intern access to the back end of your organisation&rsquo;s social media profiles is something that I would consider very carefully before doing so. If you do decide that this is okay, please make it a rule that personal profiles must not be open at the same time as organisational ones. It is a recipe for disaster. There must also be some framework and process in place to prevent interns from responding to complaints or negative posts without first consulting someone more senior in a very timely manner. Not doing this puts your organisation&rsquo;s reputation in a very vulnerable position. By all means, use interns to assist your organisation with social media, but be extremely smart about it.</p> <p>Do you use interns for your organisation&rsquo;s social media? If so, does it work well? If not, why not?&nbsp;</p> http://www.pria.com.au/priablog/how-interns-can-assist-with-social-media http://www.pria.com.au/priablog/how-interns-can-assist-with-social-media Tue, Sep 24 2013 Inside: Q&A with Catharine Lumby <p><strong><span style="font-size: 1.1em; line-height: 1.5em;">1. How has technology changed the way you communicate?</span></strong></p> <p>It means being available on a 24/7 basis and being able to receive and communication information immediately.</p> <p><strong>2. How do you and your team manage issues before they turn into crisis?</strong></p> <p>By responding proactively and conducting a good risk assessment prior to engaging in a project.</p> <p><strong>3. In the event of a crisis, what is the first step to managing it?</strong></p> <p>Briefing and consulting all relevant stakeholders and responding as transparently and immediately as possible to negative or inaccurate media or social media.</p> <p><strong>4. If you had to leave your house in a rush, what is the one thing you couldn&rsquo;t leave without&nbsp;or leave without doing?</strong></p> <p>I&#39;d take the mobile phone and laptop - and maybe the children if the rush was caused by a fire&hellip;</p> <p><strong>5. What is your favourite thing about being a communicator?</strong></p> <p>The opportunity to translate research into language which puts wheels on ideas.</p> <p><strong>6. How has your organisation adapted to the changing marketing landscape?</strong></p> <p>As I work in the tertiary sector, there is still a long way to go in the marketing area. While universities tend to be strong when it comes to marketing courses to students, they are often week in marketing the knowledge and research to the corporate and community sectors. We need to communication the value of expertise, particularly in relation to the humanities.</p> <p><strong>7. How do you and your team use social media?</strong></p> <p>We use social media in the learning and teaching space and I personally use social media to participate in debates within my area of expertise and alert communities to talks and events.</p> <p><strong>8. What are some of the issues your organisation is facing in relation to the ever changing &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; communication landscape?<span style="font-size: 1.1em; line-height: 1.5em;">&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;&nbsp;</span></strong></p> <p>The real challenge in the tertiary sector is to move universities away from a top down model of communication towards a participatory model. The tertiary sector tends to be very bureaucratic and there is still a &#39;command and control&#39; attitude to communication in some parts of the tertiary sector.</p> <p><strong>9. Can you give us a sneak peak at what you are hoping to touch on in November?</strong></p> <p>Still in preparation.</p> <p><strong>About the 2013&nbsp;PRIA&nbsp;National Conference&nbsp;</strong></p> <p>South Australia will be hosting the 2013 National Conference on the&nbsp;17th&nbsp;-&nbsp;19th&nbsp;of November. Held every year, the forum brings the nation&rsquo;s leading communicators together to present new methods and research, and ideas in the field of professional communication.</p> <p><a href="http://ei.im.com.au/ei/getdemo.ei?id=707&amp;s=_FW40ZI7FN"><img alt="" src="/sb_cache/priablog/id/2074/f/National Conf button (3).jpg" style="width: 222px; height: 76px; float: left;" /></a></p> http://www.pria.com.au/priablog/inside-qa-with-catharine-lumby http://www.pria.com.au/priablog/inside-qa-with-catharine-lumby Mon, Sep 23 2013 How to deliver bad news to any audience <p><img alt="" src="/sb_cache/priablog/id/2086/f/badnews.jpg" style="width: 436px; height: 275px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>Raising your prices? Cutting services? Not giving out staff bonuses this year? Putting an employee on probation?<br /> <br /> No one wants to deliver this kind of unwelcome news&mdash;or receive. But sometimes it&rsquo;s a necessary evil of doing business, and you&rsquo;re the unfortunate soul who has to bear the burden. Here are five tips to mitigate the drama:<br /> <br /> <strong>1. Let your own emotions run their course before you have to share the news with others.&nbsp;</strong><span style="font-size: 1.1em; line-height: 1.5em;">You may not like or agree with the news you must deliver, but there is a reason why it needs to be done. Come to terms with it so you don&rsquo;t bring your negative emotional energy to the communication. Your audience will take its cue from your approach, and if you&rsquo;re defensive, nervous, weepy, or angry, it will only fuel their negative response.</span></p> <p><br /> <strong>2. Restrict your build-up and get to the point.&nbsp;</strong>By the time people get through six long paragraphs of posturing and pussyfooting in your email or press release, their B.S.-radar is on high alert and involuntary butterflies in their stomach are flooding their brain with negative emotion. So, when you finally hit them with the unpleasant punch line in that last paragraph, their adverse reaction is intensified by the emotions you nurtured in them. The same thing holds true for verbal delivery. Often, the anticipation is worse than the actual news.<br /> <br /> <strong>3. Consider the timing carefully.&nbsp;</strong>Procrastinating often makes it worse (especially if there is a rumor mill in the mix), but rushing to break the news just because&nbsp;you&nbsp;want to put it behind you comes with great risk. A knee-jerk communication is usually delivered with clouded judgment, high emotion, and a lack of due diligence. Most importantly, consider when this news will best be received. Bad news is never welcome, but before you decide on the ideal time consider factors such as time, day, and your audience&rsquo;s state of mind.<br /> <br /> <strong>4. Avoid misdirection and trickery.&nbsp;</strong>It&rsquo;s tempting to load up bad news communication with a bunch of good news in the hopes of distracting your audience. However, it will only damage their trust in you. You may choose this path because it makes&nbsp;you&nbsp;feel better (&ldquo;See? I&rsquo;m not that bad&mdash;look at all the good things I&rsquo;m still sharing.&rdquo;) but to the news recipient, it just looks wishy-washy and weak. And in many cases, it can give the appearance of trivializing serious news and not treating it with the respect it deserves.<br /> <br /> <strong>5. Remember that nothing is confidential.&nbsp;</strong>Emails can be forwarded, and social media is designed to be the world&rsquo;s fastest grapevine. Whatever you do&mdash;whatever you say&mdash;before you &ldquo;go there,&rdquo; answer this question: How would I feel if 50 million people knew about this tomorrow? Nothing tames you into acting gracefully like the thought of being vilified by an outraged public. United Airlines (among other companies) learned this lesson the hard way.&nbsp;<br /> <br /> Above all, you must remember that no matter how you spin it or when you say it, your audience won&rsquo;t like it. That&rsquo;s why it&rsquo;s called &ldquo;bad news.&rdquo; It would be irrational for you to tell your customers you&rsquo;re raising prices and have them respond &ldquo;No worries, we don&rsquo;t mind.&rdquo; So, be realistic. If you expect to deliver bad news and have people walk away happy, this will not work out well for you.<br /> <br /> And that brings us to the last point: Delivering bad news is not about&nbsp;<u>you</u>. The recipient does not want to hear about how you were up all night bellyaching over this conversation or that it gives you no pleasure to do this. Asking for their empathy at a time like this will likely result in their wanting to smack you. Let them have their moment of sadness without trying to steal some sympathy.&nbsp;<br /> <br /> <em>Christina Miranda is a principal at New York-based Redpoint Marketing PR and author of the marketing education blog&nbsp;<a href="http://redpointspeaks.com/2012/08/29/five-tips-to-deliver-bad-news-gracefully/">redpointspeaks.com</a>. Visit the&nbsp;<a href="http://www.redpointpr.com/">Redpoint&#39;s website</a>&nbsp;to learn about the firm&#39;s PR expertise in the travel, hospitality, culinary, home furnishings, and design industries.<br /> <br /> This story first ran on PR Daily in September 2012.</em></p> <p>&nbsp;</p> <p><em>This article was originally posted by Christina Miranda on 16 September 2013&nbsp;at <a href="http://www.prdaily.com/Main/Articles/15222.aspx">http://www.prdaily.com/Main/Articles/15222.aspx</a></em></p> http://www.pria.com.au/priablog/how-to-deliver-bad-news-to-any-audience http://www.pria.com.au/priablog/how-to-deliver-bad-news-to-any-audience Fri, Sep 20 2013 3 guidelines for using social media monitoring during a PR crisis <p><img alt="" src="/sb_cache/priablog/id/2082/f/6570615ea4654a2e333089152389e43c.jpg" style="width: 256px; height: 300px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>It&rsquo;s no secret that stupid and illegal social media activity can cost people their jobs.&nbsp;<br /> <br /> The latest they-did-what? examples feature&nbsp;<a href="http://edition.cnn.com/2013/08/15/tech/canada-tweet-weed/index.html?iref=allsearch">an automobile repair shop employee using Twitter to find a pot dealer&nbsp;</a>and&nbsp;<a href="http://edition.cnn.com/2013/08/20/us/instagram-day-care-photos/?hpt=hp_t3">a daycare employee ridiculing toddlers via Instagram</a>. Both were fired.<br /> <br /> What these examples show us is that more companies and their PR partners could use social media not only for engagement with key audiences, but to defend and protect brands by identifying potential threats. It can also assess trends and pounce on strategic opportunities. Tuned-in organizations realize that social media improves their businesses and fine-tunes critical customer service, employee relations and operations, one tweet or snap at a time.<br /> <br /> Sure, a media monitoring service for capturing print and online placements, broadcast segments and general mentions is crucial. But traditional monitoring only goes so far. You may miss conversations or shares on Instagram, Twitter and Facebook and other sites rich in everyday conversation, shareable visuals and personal revelations that could affect your brand. Standard old-style monitoring is valuable, but it can&rsquo;t hope to capture insights a more robust system will corral.<br /> <br /> Here are a few tips for vigilant monitoring:<br /> <br /> <strong>Never underestimate manual search.</strong>&nbsp;Be creative with your search terms (product names, company names, facility names) and see what comes up. Most days the results may be tame. But on the day you pull up an Etsy link for handmade undergarments crafted from your company&rsquo;s logo t-shirt (true story), or Facebook photos of build-your-own furniture made from your product&rsquo;s packaging, or an Instagram video of a company driver shouting obscenities while transporting your product, you&rsquo;ll be grateful for the chance to repay appreciation, express regret, or ensure safety.<br /> <br /> <strong>Don&rsquo;t just watch, take action.&nbsp;</strong>Track public conversations about your brand and then categorize these fans geographically. Make a note of their profile and location for targeted outreach and engagement. Note dissatisfaction or opportunities for improvement. Keep a log of customer and consumer feedback for planning and message nuances.</p> <p><span style="font-size: 13px; line-height: 1.5em;"><strong>Don&rsquo;t just read an article. Digest it!</strong>&nbsp;Even with a traditional monitoring service, more can be done to get better results. What do influencers write about? What angles have been covered that you should avoid? Which articles on your industry or product get the highest visibility and readership? Which visuals go viral? What phrases resonate with media? What do the comments reveal about the issue or consumers&rsquo; perceptions of it? Digesting and learning from news coverage gives you the knowledge to supply critical context to clients, adjust messages, and home in on your next story angle.&nbsp;</span></p> <p><br /> A version of this article originally appeared on&nbsp;<a href="http://www.finemanpr.com/brand-pr-crisis-pr-social/">Fineman PR&#39;s blog</a>.</p> <p>&nbsp;</p> <p><em>This article was originally posted by Lorna Bush and Liz Glazier on 11 September 2013&nbsp;at&nbsp;<a href="http://www.prdaily.com/Main/Articles/15189.aspx">http://www.prdaily.com/Main/Articles/15189.aspx</a></em></p> http://www.pria.com.au/priablog/3-guidelines-for-using-social-media-monitoring-during-a-pr-crisis http://www.pria.com.au/priablog/3-guidelines-for-using-social-media-monitoring-during-a-pr-crisis Thu, Sep 19 2013 Inside: Q&A with Naomi Simson <p><strong><span style="font-size: 1.1em; line-height: 1.5em;">1. How has technology changed the way you communicate?</span></strong></p> <p>I think technology has created a global obsession with being present. I pose the question &#39;are we so busy staying connected that we have disconnected?&rsquo; &#39;Are we so busy to dash off an email, that we forget a quick phone call can not only do the trick, but also be more time effective as well?&#39; Smartphones are well and truly part of our work life. I sat in a board meeting recently and counted the number of smart phones sitting on the table face up. A quick glance down to their phone keeps the owner informed, but also disconnects from everyone else around the table.</p> <p><strong>2. How do you and your team manage issues before they turn into crisis?</strong></p> <p>We manage issues with open communication, a detailed crisis management plan and, most importantly, trust. I have an incredible amount of trust and faith in my leadership team and CEO to navigate our way through any issue or crisis - internal or external. Our Head of Employee Experience maintains close relationships with all employees and she is able to manage internal issues as they arise and before they escalate. We have a six-person product team who maintain close relationships with our supplier community and have their ears to the ground when it comes to customer safety; and a Customer Happiness team who are professionals when it comes to working with customers and resolving disputes as they arise. In addition, our full time dedicated PR team are trained and have facilitated training with our leadership team on how to respond to issues in the public domain. We are as prepared as we can be to deal with issues, and we find that if we maintain open lines of communication, there are rarely surprises on the horizon.</p> <p><strong>3. In the event of a crisis, what is the first step to managing it?</strong></p> <p>It&#39;s important to have a plan and stick to it. If you fail to plan, you plan to fail. We&#39;re big believers in information transparency at RedBalloon, so we want to make sure we&#39;ve got all of the important facts upfront and all the right people in on those conversations from the beginning.</p> <p><strong>4. Where do you see the role of c-suite nowadays?</strong></p> <p>As a founder, you have to have trust in the people that are running your business. I have full trust in our CEO Kristie Buchanan. Kristie&#39;s role is to have the right team of people within the organisation who can make things happen, so that she can take a step back from the day to day execution of tasks and focus on the bigger picture. Her focus is making sure RedBalloon is delivering on its purpose and working towards future growth. The role of c-suite is essentially to build a great team who share the company vision and help make it a reality each and every day.</p> <p><strong>5. If you had to leave your house in a rush, what is the one thing you couldn&rsquo;t leave without&nbsp;or leave without doing?</strong></p> <p>I never leave home without my iPhone. A big part of my work is being contactable by my team &ndash; no matter where I am. I pride myself on being available if and when they need me, so I always have my phone and a spare charger in my handbag.</p> <p><strong>6. What is your favourite thing about being a communicator?</strong></p> <p>I&#39;m a people person and an extrovert, so I get energy from the people around me and thrive in social situations. I love being able to communicate with people from all over the world, and being a LinkedIn Influencer with almost 200,000 followers has opened me up to a global audience. I love sharing the lessons I&#39;ve learnt over the years and helping others as they embark on their own entrepreneurial and business journeys.</p> <p><strong>7. How has your organisation adapted to the changing marketing landscape?</strong></p> <p>At RedBalloon, we stay true to our entrepreneurial roots and are innovative in our approach to marketing. We have a culture of trying and testing new ideas. TV, radio, busses, billboards&hellip; we&#39;re not afraid to try new things. Some work, others don&#39;t but that&#39;s the nature of the beast - as a marketer from way back I know this better than most. For a small team, we punch above our weight when it comes to marketing. We are currently trialling outdoor advertising at AFL matches at Etihad Stadium in Melbourne and we have an experienced and nimble marketing team who can sniff an opportunity a mile away - be that harnessing our customer on-hold music, having fun on Facebook page or deploying heli banners over the beach on Australia day. We stay true to our value of being a little dog with a big dog personality.</p> <p><strong>8. How do you and your team use social media?</strong></p> <p>We take a collaborative approach to social media at RedBalloon. We encourage our employees to engage with their own social media channels while at work, and we&#39;ve even taken this to the next level by implementing social media tool Yammer in the business, which allows employees to connect, share and have a laugh during the work day. Our Employee Experience team have an Instagram page, our PR team manage our Twitter interactions and our Marketing team head up our Facebook page, which is moderated by our Customer Happiness team - we&#39;re all involved.</p> <p><strong>9. How do you create campaigns that utilise all communication channels?</strong></p> <p>Collaboration is key here. For instance, we often hold cross team brainstorming sessions, held leading up to all key gifting occasions. We are firm believers that no idea is a bad idea. We are also working on a brand new RedBalloon innovation platform, which will encourage our people to share their ideas - big and small - with the whole business. We are all extremely passionate about the &quot;Experience Happy&quot; message we share - it&#39;s part of our DNA and imbedded in everything we do. We work hard to create integrated campaigns people are passionate about - including our own people, who are the stars of our marketing collateral. RedBallooners are featured on our website banners and at Christmas last year we have four RedBalloon employees featured on the back and side of buses and on train station platforms all around Sydney. This was our first foray into outdoor advertising, and was a truly integrated campaign where our radio ads pushed the same messages, and we attracted PR attention for the campaign. At key gifting occasions, such as Christmas and Father&#39;s Day, the marketing and PR teams work closely together to ensure we&#39;re communicating the same messages. And this all comes down to collaboration.</p> <p><strong>10. What are some of the issues your organisation is facing in relation to the ever changing &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; communication landscape?<span style="font-size: 1.1em; line-height: 1.5em;">&nbsp; &nbsp; &nbsp;</span></strong></p> <p>Some of the journalists that we&#39;ve had longstanding relationships with have been made redundant or are facing that prospect. It makes it challenging to communicate the messages you want to get out there when newsroom resources are so scant and when there is a distinct lack of scrutiny within the journalism profession. There also seems to be a real lack of fact checking - things that go to print that aren&#39;t true or that don&#39;t tell the whole story. Sometimes they prefer to be first with the news, rather than first with the facts. They&#39;re hungry for content, but at what cost?&nbsp; This is through no fault of the journalists - they are too few and there are too many stories to cover.</p> <p>I recently found myself on the front page of a daily newspaper &ndash; and the article was almost (apart from my photo) complete fiction. Even the spelling of RedBalloon&rsquo;s name was incorrect. I thought to myself &ndash; &lsquo;how can this happen?&rsquo; The reality is that if an editor gives the brief to a journalist, they have to find something to write. Last Friday I was on a flight from Australia to Vietnam &ndash; the journalist tried to contact me to verify the facts &ndash; and of course that was not physically possible. I did not land in Asia until after close of business Friday evening. Monday morning 6.00am Vietnam time the phone started &ndash; and it did not stop. My day was consumed by getting these untruths clarified and ultimately a correction appeared on page two of the same publication the next day. I&rsquo;m not sure why the journalist had to file a story so urgently or why she could not wait to verify her information. The only conclusion is &lsquo;she had to file&rsquo; &ndash; and the tempting nature of the story was too great.</p> <p><strong>11. If your budget was cut and you could spend it on one thing what would it be?</strong></p> <p>Our people - because if you can keep your people happy and engaged, the rest will follow.</p> <p><strong>12. Can you give us a sneak peak at what you are hoping to touch on in November?</strong></p> <p>I will share what I believe are the drivers behind RedBalloon&rsquo;s sustainable growth. Having appeared on the BRW Fast Lists six times, RedBalloon is fast changing gifting in Australia forever. I will share the secrets, business concepts and elements to continually driving growth and innovation.</p> <p><strong>13. What will attendees expect to hear from during your presentation?</strong></p> <p><span style="font-size: 1.1em; line-height: 1.5em;">&bull; The three critical elements to building the foundations for a successful business</span></p> <p>&bull; How ideas become reality and what it takes to ensure a plan is executed</p> <p>&bull; The key determinant of why one business may thrive &ndash; whilst another in the same field does not</p> <p><strong>14. Have you been to Adelaide before, if so what&rsquo;s been your favourite place to visit/thing to do/place to eat/memory of a past holiday?</strong></p> <p>One of my favourite places in Adelaide is the market &ndash; scrambled eggs at one of the stand-up cafes is fantastic &ndash; best scrambled eggs I have ever had! The other thing that I did in Adelaide that I have never done anywhere is Filipino stick fighting&hellip; Now that was an experience that I might not rush back to.</p> <p><strong>About the 2013&nbsp;PRIA&nbsp;National Conference&nbsp;</strong></p> <p>South Australia will be hosting the 2013 National Conference on the&nbsp;17th&nbsp;-&nbsp;19th&nbsp;of November. Held every year, the forum brings the nation&rsquo;s leading communicators together to present new methods and research, and ideas in the field of professional communication.</p> <p><a href="http://ei.im.com.au/ei/getdemo.ei?id=707&amp;s=_FW40ZI7FN"><img alt="" src="/sb_cache/priablog/id/2072/f/National Conf button (3).jpg" style="width: 222px; height: 76px; float: left;" /></a></p> <p>&nbsp;</p> http://www.pria.com.au/priablog/inside-qa-with-naomi-simson http://www.pria.com.au/priablog/inside-qa-with-naomi-simson Wed, Sep 18 2013 Face Value <p><img alt="" src="/sb_cache/priablog/id/2084/f/gwyneth_sets_her_sites_on_social_media-460x307.jpg" style="width: 460px; height: 307px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>As a child, I recall collecting fan cards &ndash; you may remember them &ndash; there were ones for Young Talent Time, Neighbours, Cricket players... These glossy cards were bought and traded and served as a badge of true devotion to your idol of choice. The smiling head-shots that plastered the front of the cards featured more mullets and shoulder pads than you could poke a cabanossi stick at &ndash; and the photographers of the day used lo-fi long before it became the filter in vogue. It was a time when celebrities were out-of-reach and interactions were limited to concerts, &lsquo;TV Hits&rsquo; magazine and Westfield shopping centre visits. It was also a time when my Commodore 64 loaded a single game in 45 minutes.</p> <p>Fast-forward to 2013, a digital age where consumers have direct access and can &lsquo;talk&rsquo; directly to celebrities from around the world using social media. With this parting of barriers, have consumers desensitised from &lsquo;celeb factor&rsquo; and is it no longer as effective as it used to be to engage a celebrity brand ambassador?</p> <p>I don&rsquo;t think so.</p> <p>Social media has certainly fed society&rsquo;s craving for celebrity news &ndash; <a href="http://twittercounter.com/pages/100">see here</a> for accounts with the most followers. And when strategically executed &ndash; in selection and use &ndash; celebrity endorsement can still bring instant attention to your brand. In fact, social media has also opened up a number of additional advantages to brands:</p> <ul><li>Instead of just relying on a celebrity agent&rsquo;s recommendation of their popularity, you can now monitor various celebrities by their social media making your selection process more effective and easier.</li> <li>Market research of target celebrities is easier allowing you to minimise risks &ndash; you can see what they wear; how they speak; what they eat, where they go and if their followers match your target audience.</li> <li>Having celebrities utilise their social media networks to promote your brand adds further and direct credibility to the association. The public can see the endorser using the product/service in a more personal setting.</li> <li>With a clever approach, you can engage multiple celebrities at little or no cost to partner with your brand on their social media accounts.</li> <li>Social media enables brand use and imagery in a variety of forms &ndash; various social networks, video and photos as well as post mentions. These can appear regularly and timed to peak campaign events.</li> </ul> <p>And you don&rsquo;t have to be a big brand to revel in the value. InsideOut PR recently implemented a campaign to launch a health/travel brand to the market at little to no cost. We set the brand&rsquo;s market positioning and generated further coverage and awareness in a very short space of time - outperforming competitors.</p> <p>However on the downside, the very nature of social media now requires brands to have tightly defined agreements. It becomes more obvious when ambassadors are spruiking multiple products &ndash; diluting the messaging of the 1:1 association. Take Jennifer Hawkins who, on top of her Myer ambassadorship, is seen endorsing super food supplements, vitamins, skincare and more. Brands also need to be mindful of minimising risks of adverse viral spread. Nothing is worse than the celebrity caught with another brand or doing something that contravenes the brand image you have been working hard to portray. When you don&rsquo;t have the strategy and experience to implement a celebrity brand ambassador, the chances of success are minimal, but when you engage a professional team to implement this for you, your company can reap the benefits of brand positioning with an increase of sales, awareness and enquiries.</p> <p>We&rsquo;ve seen it time and time again. Celebrities still have face value.</p> <p><em>Nicole Reaney is the founder and director of<a href="http://insideoutpr.com.au/"> Inside Out PR</a>, a successful boutique public relations agency that is an industry leader in creativity and technology solutions for clients of varying sizes and budgets.</em></p> <p>&nbsp;</p> <p><em>This article was originally posted by Nicole Reaney on 11 September 2013&nbsp;at<a href="http://insideoutpr.com.au/face">&nbsp;http://insideoutpr.com.au/face</a></em></p> <p>&nbsp;</p> http://www.pria.com.au/priablog/face-value http://www.pria.com.au/priablog/face-value Tue, Sep 17 2013 The Perfect Brief: Holy Grail or Attainable Ideal? <p><img alt="" src="/sb_cache/priablog/id/2096/f/janae-starting-a-business-attainable-success.png" style="width: 460px; height: 336px;" /></p> <p>&nbsp;</p> <p><span style="font-size: 1.1em; line-height: 1.5em;">When agencies and clients work together to a common brief, anything is possible. Clever strategies become obvious and the most creative PR ideas flow effortlessly. It&rsquo;s what makes your PR career a joy.</span></p> <p>Of course, the key to this PR Utopia is when clients and agencies work to an agreed brief. Its remarkable how infrequently clients and agencies stop to consider the briefing process as the foundation on which all success is built.</p> <p>When a campaign goes south, it is so often the result of a misalignment between the client and the agency&rsquo;s perception of the brief. In the worst cases, the PR agency didn&rsquo;t stop to really think outside the brief or how to get the clients to honestly articulate what keeps them awake at night.</p> <p>Taking a good brief seems a simple task but is mired with potholes. Sometime clients don&rsquo;t want to share their innermost fears or they believe the brief is so obvious you should guess it. Whatever the reason, it is the PR agency&rsquo;s responsibility to put the science into the briefing process.</p> <p>The PRIA&rsquo;s Registered Consultancies Group has created a client briefing template that will aid agencies and their clients get to the heart of communications challenges. Examining 19 communications issues, the Briefing Template is designed to fast track the new business process. It encourages clients and agencies to talk freely about the issues that affect the business and the communications campaign.</p> <p>Amongst other questions, the template asks:</p> <p>What else is in the marketing mix and how should PR integrate with other communications elements?<br /> How is success measured and how will PR report back to the business?<br /> How media savvy is the organisation and how experienced with PR?<br /> What are the resources of the company and should PR processes dovetail?<br /> What are the goals of the campaign? What should PR communicate and deliver?<br /> Who are we talking to and what will we say to them?</p> <p>Most importantly, the Briefing Template aims to help agencies start conversations that will drive positive client relationship based on a mutual understanding of what communications issues must be addressed and resolved.</p> <p>The Briefing Template puts power in the hands of PR agencies to secure the perfect brief. And, after all, aren&rsquo;t we all after that holy grail!</p> <p>To access the brief log into the PRIA website and head to the Registered Consultancies Group resources section <a href="http://http://www.pria.com.au/resources/rcg-resources?command=login">http://www.pria.com.au/resources/rcg-resources?command=login</a>.</p> <p>If you&rsquo;re agency isn&rsquo;t&rsquo; an Registered Consultancies Group member, you can find out about membership here <a href="http://www.pria.com.au/membercentre/why-become-an-rcg">http://www.pria.com.au/membercentre/why-become-an-rcg</a>.</p> <p>&nbsp;</p> <p><em>Allison Lee is the founder and director of IMPACT Communications Australia and a member of the Registered Consultancy Group.&nbsp;</em></p> http://www.pria.com.au/priablog/the-perfect-brief-holy-grail-or-attainable-ideal http://www.pria.com.au/priablog/the-perfect-brief-holy-grail-or-attainable-ideal Mon, Sep 16 2013 10 things to remember when applying for a PR job <p><img alt="" src="/sb_cache/priablog/id/2080/f/KeepCalmSuperIntern12.jpg" style="width: 400px; height: 518px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>Looking for a job in public relations or know someone who is in the market?&nbsp;<br /> <br /> As college grads dig deep into fall job hunting, it&rsquo;s a good time to think of how you&rsquo;re going to differentiate yourself to land that great PR job at the agency or company.&nbsp;<br /> <br /> I went through this process a few years ago and have attended quite a few career fairs. I&rsquo;ve seen both sides of the coin. I&rsquo;ve compiled some tips on how you can best land that PR plum.&nbsp;<br /> <br /> <strong>1. Check yourself.&nbsp;</strong><br /> <br /> It seems like a no-brainer, but you&rsquo;d be surprised at how many people don&rsquo;t take the time to ensure their cover letter and r&eacute;sum&eacute; are addressed to the right company, the right industry (i.e. &ldquo;I am looking for a job in human relations&rdquo;), and the right contact at the company. At my company (a PR agency), we get many r&eacute;sum&eacute;s saying the candidate is looking for a position in advertising, in which case he or she should&mdash;<u>surprise</u>&mdash;contact an ad agency.&nbsp;<br /> <br /> <strong>2. Welcome to 2013.&nbsp;</strong><br /> <br /> The PR industry changes constantly, and it&rsquo;s imperative you stay up with it. Twitter, Facebook and YouTube have became tools of our trade. There are strategies to engaging in social media. Be knowledgeable about companies who employ strong social media strategies and content marketing. Be able to refer to them.<br /> <br /> Note: If you&rsquo;re on social networks, think twice about your profiles and what you post. They&rsquo;re the first places your potential employer searches.&nbsp;<br /> <br /> <strong>3. Networking is key.&nbsp;</strong><br /> <br /> You severely limit yourself by relying solely on job posts to find positions. Networking events, Public Relations Society of America meetings, and social media will all get your name out. Be active in the PR and business community and opportunities will come your way. Follow PR industry influencers and people from companies you&rsquo;re interested in, and then write comments on their posts to get your name in front of them. We&rsquo;ve interviewed many people who were referred by a friend we met at an event or online, and we&rsquo;ve hired several that way.&nbsp;<br /> <br /> <strong>4. Informational interviews.&nbsp;</strong><br /> <br /> Informational interviews are a great underused way to learn not only about a job or career, but also about the company you&rsquo;re interested in. Narrow down the list of interesting companies or agencies and set up interviews. CareerBuilder.com editor Kate Lorenz has&nbsp;<a href="http://www.careerbuilder.com/Article/CB-481-Getting-Ahead-How-Does-an-Informational-Interview-Work/?ArticleID=481&amp;cbRecursionCnt=1&amp;cbsid=aef2344c50c64b02a3e950fdd0699cf1-323261242-wg-6&amp;ns_siteid=ns_us_g_Informational_intervi_">some great insights on how an informational interview works</a>.&nbsp;<br /> <br /> <strong>5. Always Be Selling (yourself).</strong><br /> <br /> Anyone you meet daily could become your next job lead. It&rsquo;s important to always dress appropriately, keep a positive attitude and let people know you&rsquo;re in the market. Author and motivational speaker Brian Tracy says, &ldquo;Network continually&mdash;85 percent of all jobs are filled through contacts and personal references.&rdquo;&nbsp;<br /> <br /> <strong>6. Don&rsquo;t be afraid to take an internship.</strong><br /> <br /> You&rsquo;re looking to land that dream job right out of college, but sometimes you&rsquo;ll have to take an internship. We all feel we&rsquo;re overqualified for yet another internship, but it can be the best route to a company you think is ideal. Taking an internship may be your best choice, especially if it&rsquo;s in an interesting company or industry. That&rsquo;s how I got into my first company.<br /> <br /> <strong>7. Do your homework.&nbsp;</strong><br /> <br /> You got an interview with a PR agency or company. Now what? Take time and research them before the interview. It sounds obvious, but we often get the deer-in-headlights look when we ask, &ldquo;What do you know about BLASTmedia and what attracts you to our agency?&rdquo; Duh, right? Scan the company&rsquo;s website, check out the clients they represent and read the company blog.&nbsp;<br /> <br /> If, in the interview, you ask the employer what they do, you might as well put your r&eacute;sum&eacute; in the paper shredder as you walk out the door.&nbsp;<br /> &nbsp;</p> <p><strong>8. Show your personality.</strong><br /> <br /> In your cover letter and at the interview, don&rsquo;t be afraid to show your true colors. This doesn&rsquo;t mean go overboard or be your Saturday-night self. It means companies and PR agencies want to see your personality. We are in a business in which everything hinges on personality. We know all the canned interview responses; we expect you to be sincere and your real self.&nbsp;<br /> <br /> <strong>9. Send a thank-you after each interview.&nbsp;</strong><br /> <br /> There are many reasons why you&rsquo;d want to write an interviewer a letter of thanks. Here a few:&nbsp;</p> <p>&bull; To show your appreciation for their interest in you;&nbsp;<br /> <br /> &bull; To reiterate your interest in the job and the company;&nbsp;<br /> <br /> &bull; To remind the employer of your experience or qualifications;<br /> <br /> &bull; To show you have good manners and know to write a thank-you.<br /> &nbsp;</p> <p><strong>10. Be persistent.</strong><br /> <br /> Persistence is a prerequisite in PR, so why not show off yours before you&rsquo;re hired? Yes, it&rsquo;s easy to take this too far, but if you really like a company, keep trying to get your foot in the door, secure an interview and move your r&eacute;sum&eacute; to the top of the stack with great interview follow-ups.&nbsp;<br /> <br /> I&rsquo;ve told clients and potential clients hundreds of times: No amount of messaging, marketing or networking hides a bad product. Hard work, desire and a willingness to add value to an agency and its clients is, and always will be, a must.&nbsp;<br /> <br /> <em>Ryan Greives is a senior public relations specialist at global e-commerce provider&nbsp;<a href="http://www.cleverbridge.com/corporate/">cleverbridge</a>. He is also the author of&nbsp;<a href="http://ryangreivesspin.ulitzer.com/">PR Spin</a>, a technology PR industry focused blog. A version of this article also appears on the&nbsp;<a href="http://www.business2community.com/public-relations/top-10-things-consider-applying-job-pr-0600677">Business2Community blog</a>.</em></p> <p>&nbsp;</p> <p><em>This article was originally posted by Ryan Greives on 09 September 2013&nbsp;at&nbsp;<a href="http://www.prdaily.com/Main/Articles/15144.aspx">http://www.prdaily.com/Main/Articles/15144.aspx</a></em></p> http://www.pria.com.au/priablog/10-things-to-remember-when-applying-for-a-pr-job http://www.pria.com.au/priablog/10-things-to-remember-when-applying-for-a-pr-job Fri, Sep 13 2013 How Googleâs âIn-Depth Articlesâ feature could affect PR <p><img alt="" src="/sb_cache/priablog/id/2064/f/google-in-depth-article-results-1024x804.png" style="width: 475px; height: 393px; float: left;" /></p> <p>&nbsp;</p> <p><span style="font-size: 13px; line-height: 1.5em;">Google recently introduced a new feature on some of its search pages that spells big changes in the way companies manage their online reputations and public relations strategies.&nbsp;</span></p> <p>The feature, which Google calls &ldquo;In-Depth Articles,&rdquo; offers up links to a set of three long-form articles, usually at the bottom of the search results page. The articles are usually detailed profiles and expos&eacute;s on companies and their leadership. Companies and high-profile individuals should take notice of this development and understand that it presents a number of opportunities, as well as some perils.&nbsp;<br /> <br /> No one but Google itself knows exactly how these articles are selected, but the search engine giant has described them as &ldquo;thoughtful in-depth content&rdquo; that &ldquo;remains relevant long after its publication date.&rdquo; This is a major coup for traditional long-form publications such as&nbsp;<em>Rolling Stone</em>,&nbsp;<em>Vanity Fair</em>, <em>Fortune</em>,&nbsp;<em>The Atlantic</em>, and&nbsp;<em>The New Yorker</em>, as well as new online-only media such as&nbsp;<em>The Verge</em>,&nbsp;<em>SB Nation</em>, and&nbsp;<em>Slate</em>.&nbsp;<br /> <br /> Even though the public has become accustomed to short, punchy articles and image-laden lists that can be easily shared and read in less than five minutes, long-form journalism has been creeping back into style. According to best-selling author and prolific sports writer Glen Stout in a recent NPR <a href="http://www.npr.org/2013/04/12/176954687/great-long-form-journalism-just-clicks-away">interview</a>, &ldquo;Readers are hungry for really good work&hellip;they are more and more likely to go looking for that work online, for something they can read on their tablet, or read on their phone.&rdquo;&nbsp;<br /> <br /> His observation may hint at why Google introduced the In-Depth Articles feature.&nbsp;<br /> <br /> Consumers of online content, along with advertisers trying to reach them, have created a demand for lengthier, in-depth storytelling. Kindle Singles are a great example of this trend as well as the nonprofit investigative site&nbsp;<em>ProPublica</em>. A recent crop of startup companies has launched and succeeded in taking advantage of this demand as well, including&nbsp;<a href="https://www.byliner.com/landing">Byliner</a>,&nbsp;<a href="http://www.nytimes.com/2012/05/21/business/media/the-atavist-matures-as-a-publisher-and-a-platform.html?pagewanted=all&amp;_r=1&amp;">The Atavist</a>,&nbsp;<a href="http://epicmagazine.com/">Epic&nbsp;</a>and <a href="https://medium.com/">Medium</a>.&nbsp;<br /> <br /> <strong>Reputation management implications&nbsp;</strong><br /> <br /> To understand the implications of In-Depth Articles, we looked at consumer-facing brands within the Fortune 500 and uncovered some interesting statistics. Wikipedia ranks on the first page of results for 96.2 percent of these companies, while Twitter appears for only 22 percent of the group and Facebook ranks on the first page for only 16 percent.&nbsp;<br /> <br /> In terms of pure media results that appear on the first Google page,&nbsp;<em>The New York Times</em>&nbsp;appears at least once for 32 percent of these companies followed by&nbsp;<em>The Wall Street Journal</em>, which appears for 20 percent, and Bloomberg at 18 percent.&nbsp;<br /> <br /> We also found that, out of the total Fortune 500 companies, Google had added the feature for only 28 so far. Of those, we discovered certain publications including&nbsp;<em>The New York Times</em>, <em>Business Week</em>,&nbsp;<em>Vanity Fair</em>,&nbsp;<em>Wired</em>, and&nbsp;<em>Rolling Stone</em>&nbsp;had a much greater frequency than others. What&rsquo;s more, many of these articles aren&rsquo;t listed with dates; some go as far back as 2007.&nbsp;<br /> <br /> These in-depth stories are not always the ones you want promoted. From our study of consumer-facing Fortune 500 companies, 65 percent of the newly designated in-depth articles were unfavorable. At least one in-depth article for AIG, JP Morgan, Coca-Cola, and Chevron would be considered very negative by any PR standard. Two articles about highly controversial Koch Industries come up negative. These articles can have a persistently debilitating effect on a company.<br /> <br /> Given that Google&rsquo;s algorithm has selected these stories as in-depth articles, these unfavorable results are unlikely to be displaced by tomorrow&rsquo;s news. Increased activity on the corporate Twitter, Facebook, or Flickr accounts won&rsquo;t displace this content either. The only things likely to move them are other in-depth stories.&nbsp;<br /> <br /> <strong>What should PR pros do?&nbsp;</strong><br /> <br /> It&rsquo;s not all negative. Armed with the knowledge that a specific media&rsquo;s online content ranks well across hundreds of similar companies allows PR professionals to leverage this new metric&mdash;called Google stickiness&mdash;in their media outreach strategy. In addition to targeting publications that have the right readership and number of impression numbers, PR firms should reach out to these sticky publications to secure valuable real estate in their clients&rsquo; top search results page. Placing an article in a client&rsquo;s top Google results has innumerable benefits to the client&rsquo;s reputation.&nbsp;<br /> <br /> Prior to the introduction of In-Depth Articles, most news stories didn&rsquo;t have much staying power without a choreographed effort to promote them. To benefit from Google&rsquo;s new focus on the long-form publication, companies and their PR agencies should be pushing harder for longer-form media placements, especially in the publications that Google seems to have targeted.&nbsp;</p> <p>One insight we gained from studying the data was that targeting publications outside industry niches has the potential to grip the interest of readers in ways that trade publications or columns cannot. The longer form has the added benefit of providing an opportunity for PR firms and their clients to tell a longer, nuanced version of their story.&nbsp;<br /> <br /> Of course, no publication worth its salt is going to publish a 4,000-word puff piece. Enticing publications with first-time exclusive offers to interview a CEO and being willing to admit mishaps and mistakes&mdash;as long as you have the opportunity to explain those mistakes&mdash;will yield more positive results.&nbsp;<br /> <br /> Assuming Google keeps this feature moving forward, it&rsquo;s easy to envision PR firms dedicating resources and creating long-form news bureaus as a boutique product/service. Google will likely keep toying with the algorithm to include and exclude more in-depth publications, including some online-only and newly formed investigative outlets. Keeping track of these developments; adjusting your strategy accordingly will be extremely important to any PR strategy.&nbsp;<br /> <br /> <em>David Andrew Goldman is the chief strategy officer at&nbsp;<a href="http://www.fiveblocks.com/">Five Blocks, Inc.</a>, a technology and digital consulting firm with a focus on online branding and reputation for companies and high net-worth individuals. Richard Dukas is the CEO of&nbsp;<a href="http://www.dukaspr.com/">Dukas Public Relations</a>, a financial public relations and communications firm based in New York.&nbsp;</em></p> <p>&nbsp;</p> <p>This article was originally posted by&nbsp;&nbsp;David Goldman and Richard Dukas on the 30&nbsp;August 2013 at&nbsp;<a href="http://www.prdaily.com/Main/Articles/15119.aspx">http://www.prdaily.com/Main/Articles/15119.aspx</a></p> http://www.pria.com.au/priablog/how-googles-in-depth-articles-feature-could-affect-pr http://www.pria.com.au/priablog/how-googles-in-depth-articles-feature-could-affect-pr Thu, Sep 12 2013 Inside: Q&A with Andrew Edwards <p><strong>1. How has technology changed the way you communicate?</strong></p> <p>Technology has fundamentally changed the way we communicate. As new technology tools become available, I assess what impact they may have in communicating key messages of my organisation and how I may implement these to achieve the desired outcome. An example would be how the NSW State Emergency Service (NSW SES) has engaged in the social media sphere.</p> <p>In addition, I am also looking at how future technology can be used within any organisation, eg: Web 3.0</p> <p><strong>2. How do you and your team manage issues before they turn into crisis?</strong></p> <p>By being forward looking and analysing the environment, we develop plans to address or mitigate issues before or when they arise.</p> <p><strong>3. In the event of a crisis, what is the first step to managing it?</strong></p> <p>My organisation works in the field of Crisis Management. Prior preparation and planning is key to addressing an issue when it occurs. One of the most important things is to understand the nature of the issue as it is occurring and having a clear message on how it&#39;s being addressed so the public remains confident in your ability to keep them safe.</p> <p><strong>4. Where do you see the role of c-suite nowadays?</strong></p> <p>My opinion is that the c-suite need to provide clear leadership and direction for the organisation and are accountable to all its stakeholders for its operations</p> <p><strong>5. If you had to leave your house in a rush, what is the one thing you couldn&rsquo;t leave without or leave without doing?</strong></p> <p>My wife, children and pet dog along with my emergency kit Home Emergency Kit</p> <p><strong>6. What is your favourite thing about being a communicator?</strong></p> <p>I enjoy interacting with people and passing on information.</p> <p><strong>7. How has your organisation adapted to the changing marketing landscape?</strong></p> <p>By making a cautious assessment of capability; looking at lessons learned from other organisations; implementing a governance framework and then engaging with the community through those new marketing channels.</p> <p><strong>8. How do you and your team use social media?</strong></p> <p>Social Media is primarily the responsibility of our Public Communication team who actively post messages and monitor content. In addition we proactively encourage our 10,000 members to be part of this process.</p> <p><strong>9. How do you create campaigns that utilise all communication channels?</strong></p> <p>The NSW SES has access to many communication channels in addition to those used by most organisations. In creating a campaign, be it from raising awareness about the NSW SES; flood, storm or tsunami safety; or during an emergency evacuation, significant pre-planning is undertaken that considers target audience and message interpretation so that a consistent message will be delivered that maximises the capability of the channel.</p> <p><strong>10. What are the issues your organisation is facing in relation to the ever changing communication landscape?</strong></p> <p>Is ensuring that we remain current and engage with the community using new technologies without losing sight of the traditional mechanisms that have served us to date.</p> <p>Constant environmental scanning assists us in making choices about emergency channels so that we can make the right choices on where we engage.</p> <p><strong>11. If your budget was cut and you could spend it on one thing, what would it be?</strong></p> <p>I would spend it on my people as they are my most important asset and through them, I can achieve anything.</p> <p><strong>12. Can you give us a sneak peak at what you are hoping to touch on in November?</strong></p> <p>I will be talking about how the NSW SES has actively engaged in the social media arena with examples on some fantastic things that we have achieved; along with lessons that we have learned in taking this journey.</p> <p><strong>13. What will attendees expect to hear from during your presentation?</strong></p> <p>I will be talking about floods, storms, rescues, helicopters and communication channels and how we use them before, during and after disasters to make our community a safer place.</p> <p><strong>14. Have you been to Adelaide before, if so what&rsquo;s been your favourite place to visit/thing to do/place to eat/memory of a past holiday?</strong></p> <p>I have been to Adelaide many times for work; it has always been great to catch up with peers and colleagues. A memorable moment would be enjoying a nice glass of Clare Valley win after a long day.</p> <p><strong>About the 2013&nbsp;PRIA&nbsp;National Conference&nbsp;</strong></p> <p>South Australia will be hosting the 2013 National Conference on the&nbsp;17th&nbsp;-&nbsp;19th&nbsp;of November. Held every year, the forum brings the nation&rsquo;s leading communicators together to present new methods and research, and ideas in the field of professional communication.</p> <p><a href="http://ei.im.com.au/ei/getdemo.ei?id=707&amp;s=_FW40ZI7FN"><img alt="" src="/sb_cache/priablog/id/2068/f/National Conf button (3).jpg" style="float: left; width: 222px; height: 76px;" /></a></p> <p>&nbsp;</p> http://www.pria.com.au/priablog/inside-qa-with-andrew-edwards http://www.pria.com.au/priablog/inside-qa-with-andrew-edwards Wed, Sep 11 2013 How to find âthe oneâ in PR <p><img alt="" src="/sb_cache/priablog/id/2062/f/client-i-love-you-e1345581172670-300x253.jpg" style="width: 300px; height: 253px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>You know the feeling I&rsquo;m talking about. You feel energised, inspired, happy &ndash; and just can&rsquo;t wait to see them again. This. Is. It!</p> <p>I&rsquo;ve come to realise that just like in our personal lives, some work relationships are solid and last successfully long term, while others simply&hellip; don&rsquo;t.</p> <p>Unfortunately, unlike our personal lives, we can&rsquo;t always control who we work with; and those relationships that err on the side of destructive can leave you feeling flat, anxious and negative. Whether it&rsquo;s clients, suppliers, colleagues or staff &ndash; how do we achieve the most cohesive relationships?</p> <p>I have learned to recognise the signs that trigger once a relationship is formed to help pre-empt how certain relationships will track. These observations have taught me that the best relationships are based on the following principles:</p> <p><strong>Respect: </strong>Whether your relationship is based on knowledge, experience, skill or personality, having mutual respect and trust in the other person builds a long term fulfilling partnership.</p> <p><strong>Vision: </strong>When two parties are tracking in the same direction in relation to a strategic program with some key milestone measures in place, it turns evaluation from anecdotal and emotional to objective, constructive and rational.</p> <p><strong>Communication: </strong>Establishing a platform where both parties feel comfortable to raise issues or provide feedback at any time is an important way to ensure a &lsquo;true&rsquo; reading of a relationship&rsquo;s success. Sharing feedback also injects enthusiasm and incentive to succeed.</p> <p><strong>Symmetry:</strong> For a relationship to track successfully, both parties need to &lsquo;come to the party&rsquo; and contribute to their end of the agreed program. You can&rsquo;t expect the other person to continue on a skewed arrangement.</p> <p><strong>Appreciation:</strong> No matter how stressful a situation, celebrating wins nourishes a relationship. When it&rsquo;s all work and no play you lose the perspective of what you&rsquo;re both trying to achieve. It&rsquo;s also a good time to reflect on what&rsquo;s working and what&rsquo;s not.</p> <p>You don&rsquo;t have to be their best friend or have &lsquo;chemistry&rsquo; &ndash; but as we spend the majority of our time at work, it&rsquo;s more important than ever to set the foundation for healthy and productive working relationships. It&rsquo;s time for a stock-take - what common themes thread through your most successful relationships?</p> <p><em>Nicole Reaney is the founder and director of<a href="http://insideoutpr.com.au/"> Inside Out PR</a>, a successful boutique public relations agency that is an industry leader in creativity and technology solutions for clients of varying sizes and budgets.</em></p> <p>&nbsp;</p> <p>This article was originally posted by Nicole Reaney on the 12&nbsp;August 2013 at&nbsp;<a href="http://insideoutpr.com.au/finding">http://insideoutpr.com.au/finding</a></p> http://www.pria.com.au/priablog/how-to-find-the-one-in-pr http://www.pria.com.au/priablog/how-to-find-the-one-in-pr Tue, Sep 10 2013 Inside: Q&A with Jay Walsh <p><strong>1.&nbsp;<span style="font-size: 13px; line-height: 1.5em;">How has technology changed the way you communicate?</span></strong></p> <p>I can imagine only the briefest period in my life when technology wasn&rsquo;t closely connected to the way I communicate. Professionally, technology has been a central part of my communications career from day one. Working for a top web brand means you have to leverage every imaginable technology platform to carry out successful communications work. My audiences are thrive in social media platforms, the media expect my team to be distributing information through the fastest and most efficient means, and the community of Wikipedia volunteers are only able to do their work because of software platform that they use. Technology is core, but of course it&rsquo;s still just a vehicle to carry the message and support conversations.</p> <p><strong>2. How do you and your team manage issues before they turn into crisis?</strong></p> <p>The mantra we use in tackling issues: conserve energy. When you work for the most well-known reference work in history, you are going to always have issues. Wikipedia exists in over 280 languages. It is written by volunteers, and anyone can edit it. It&rsquo;s a glorious and powerful idea, but there are bound to be troubles.</p> <p>We manage issues by conserving our energy so we can focus on the really big stuff, if (or usually, when) they become really big stuff. We always have issues, the question is whether or not we have enough of the right resources at hand to manage them. If we chased everything, we&rsquo;d be continuously burned out and unable to help at all.</p> <p><strong>3. In the event of a crisis, what is the first step to managing it?</strong></p> <p>We study the details of the crisis and ask a lot of tough questions. We figure out who is affected, what the issue is attached to. How it creates other issues or crises (big or small). Research is critical to help us determine just how big a crisis really is. In our world, to many outsiders, everything might look like a crisis.</p> <p>Once we have more information, we expose what we know to the key decision makers of the organization. They will certainly ask more questions, and they&rsquo;ll also confirm (or challenge) our assumptions about whether the crisis we&rsquo;re looking at is going to expand or contract - quickly or slowly.</p> <p><strong>4. Where do you see the role of c-suite nowadays?</strong></p> <p>The c-suite is critical to helping us diagnose issues quickly. They help us ask important questions, quickly. At Wikimedia the senior leadership team knows how to review and respond to potential communications issues with great efficiency and accuracy. That makes a huge difference when you have so many potential issues brewing.</p> <p>I certainly hope all senior leadership teams can react and respond as quickly as our teams. Issues move insanely quickly in social media spaces. Time can sometimes be the enemy.</p> <p><strong>5. If you had to leave your house in a rush, what is the one thing you couldn&rsquo;t leave without or leave without doing?</strong></p> <p>This is a planted question, where I&rsquo;m compelled to only answer by saying I&rsquo;d HAVE to bring my smart phone :) But it&rsquo;s true, and I will confirm that I couldn&rsquo;t imagine being without my smart phone. It&rsquo;s possible (although uncomfortable) to do almost everything my job requires through a smart phone. Blogging, email, social media, word-processing, image-making sharing. Apparently you can even make and receive phone calls on the thing.</p> <p><strong>6. What is your favourite thing about being a communicator?</strong></p> <p>I love to figure out the story behind something. There is a story to everything, and a great and compelling story can be told about almost everything. I love that challenge, and I love the kinds of stories that can be told around the most simple concepts.</p> <p><strong>7. How has your organisation adapted to the changing marketing landscape?</strong></p> <p>In technology, the marketplace is never not-change. It&rsquo;s in constant change, and you are constantly trying to model the future and build towards that.</p> <p>One of the areas we need to be continuously ready to respond to is fundraising. We can&rsquo;t take our donations or our donors for granted. We need to be highly creative in predicting how the habits and perspectives of our donors will change. We also want them to keep coming back, and we want to engage them wherever it&rsquo;s convenient for them. On Wikipedia, sure, but also in social media, via SMS, email - etc etc.</p> <p><strong>8. How do you and your team use social media?</strong></p> <p>Social media presents one of the most effective and straightforward ways for us to interact with the 80K to 100K volunteers that edit and write Wikipedia. They also use it to track emerging issues and news on line, and to converse with each other. Not surprisingly, it&rsquo;s also one of the major ways we try to grow our audience of potential Wikipedians - the people who we want to take up the cause and volunteer to help write Wikipedia.</p> <p><strong>9. How do you create campaigns that utilise all communication channels?</strong></p> <p>We presume that any and all communications activities we undertake will utilize all channels at our disposal. A few years ago, like a lot of organizations, we had press releases and the media. Today so much more. Given our focus on transparency and openness, we always want to use every channel at our disposal.</p> <p><strong>10. What are some of the issues your organisation is facing in relation to the ever changing communication landscape?<span style="font-size: 1.1em; line-height: 1.5em;">&nbsp; &nbsp; &nbsp; &nbsp;</span></strong></p> <p>One of the big challenges is to be careful about having a genuine and impactful voice on our social media channels. For us, that means figuring out what the voice of a project like Wikipedia is - and the voice of the Wikimedia Foundation. More importantly, we are trying to figure out how to involve our volunteers in that work. How do we make their voices heard as well? We&rsquo;re a global, volunteer-powered project.</p> <p><strong>11. If your budget was cut and you could spend it on one thing what would it be?</strong></p> <p>People. Great people are the best capacity you can bring to communications work like this, particularly when so few people outside of our movement really get it.</p> <p><strong>12. Can you give us a sneak peak at what you are hoping to touch on in November?</strong></p> <p>I&rsquo;m excited to talk about how the communications sector views Wikipedia, and what communications pros should and shouldn&rsquo;t do to get involved.</p> <p><strong>13. What will attendees expect to hear from during your presentation?</strong></p> <p>I&rsquo;ll be talking about the culture of Wikipedia, the people who make it happen, and how my team tells its global story.</p> <p><strong>14. Have you been to Adelaide before, if so what&rsquo;s been your favourite place to visit/thing to do/place to eat/memory of a past holiday?</strong></p> <p>I was in Australia for the first time in May. I&rsquo;m in Hong Kong at time of writing this. I love seeing how other cultures think about communications - technology, signage, media etc.</p> <p><strong>About the 2013&nbsp;PRIA&nbsp;National Conference&nbsp;</strong></p> <p>South Australia will be hosting the 2013 National Conference on the&nbsp;17th&nbsp;-&nbsp;19th&nbsp;of November. Held every year, the forum brings the nation&rsquo;s leading communicators together to present new methods and research, and ideas in the field of professional communication.</p> <p><a href="https://ei.im.com.au/ei/getdemo.ei?id=707&amp;s=_FW40ZI7FN"><img alt="" src="/sb_cache/priablog/id/2066/f/National Conf button (3).jpg" style="width: 222px; height: 76px; float: left;" /></a></p> http://www.pria.com.au/priablog/inside-qa-with-jay-walsh http://www.pria.com.au/priablog/inside-qa-with-jay-walsh Mon, Sep 09 2013 The Dog and the Diplomat | Why it pays to get professional advice <p><img alt="" src="/sb_cache/priablog/id/2078/f/tumblr_lklgzdHzQR1qg0zh0o1_500.jpg" style="width: 400px; height: 472px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>The absurd tale of a Dog and a Diplomat has set tongues wagging and created an embarrassing international incident.</p> <p>The reputational damage is huge, both to Australia and the diplomat in question. All of which would have been avoided if the diplomat had sought professional advice. There are no secrets in the age of Google so every action must be viewed through the lens of a voracious social media.</p> <p>I&#39;m in Hong Kong on a<a href="http://www.claritysolutions.com.au/workshops/asian-tour-dates">&nbsp;scheduled training tour</a>,&nbsp;and&nbsp;it&#39;s great&nbsp;to be in Asia and&nbsp;watch it unfold first hand. The story has been covered in the Australian media, but in case you missed it,&nbsp;here&#39;s&nbsp;the&nbsp;<a href="http://www.haohaoreport.com/l/45047">HoaHoa&nbsp;Report&#39;s</a>&nbsp;take on it.</p> <p>Jokes aside, it&rsquo;s a full blown, career limiting, reputation destroying, crisis.</p> <p>And a textbook example of why executives&nbsp;must take social media into account -&nbsp;and ideally get professional advice -&nbsp;before taking decisions based purely on a business case and not factoring in a human element.</p> <p>Mr. Magee, our Representative in Taipei (i.e. Ambassador) should know better. Even if he&rsquo;s never seenLassie Come Home, everyone knows the miraculous return of a dog given up for dead is a heart-warming moment to be celebrated, not complained about.</p> <p>Worse still, suing the heroic Buddhist Vet who saved Benji (the mutt in question) shows a staggering lack of judgement. Given the man must bring home at least $200k &ndash; plus generous tax breaks, no living expenses, massive allowances and bonuses - a public spat over a $314&nbsp;bill is unseemly.</p> <p>It&rsquo;s got media catastrophe written all over it. So what was going on in his head?</p> <p>We&rsquo;ll I&rsquo;ve never had the pleasure of meeting Mr. Magee, but I have met many CEOs who commit the same reputational abuse. They are trained to focus on the cold, hard, logical issues, and many just don&rsquo;t think about &lsquo;softer&rsquo; things - like how the public will react.</p> <p>Which brings me to professional advice.</p> <p>Any good senior executive knows to canvass the views of their leadership team. Where was the Chief Reputation Officer (or media advisor or hired public relations team) when Mr. Magee decided on this particular course of lunacy?</p> <p>It&rsquo;s a bit late for Mr. Magee, but if you can&#39;t call on a PR&nbsp;professional for advice what can you do to avoid your own &lsquo;Doggygate&rsquo;?</p> <p>1. Run a sensitivity analysis: Identify the worst possible headline and ask &ldquo;Can I live with that&rdquo;? Remember social media is all about Heroes and Villains, and callous dog killers aren&rsquo;t usually the Heroes.<br /> 2. Test for&nbsp;<a href="http://www.claritysolutions.com.au/trainingprograms/media-training/managing-media-performance">news values</a>: that will let you look at the issue&nbsp;through a journalist&#39;s eyes. This one ranks highly on all eight news values,&nbsp;so its a sure fire media hit.&nbsp;<br /> 3. Monitor the media, the moment things go pear-shaped move into damage control mode. It&rsquo;s never too late to apologise and that will often kill the story.</p> <p>When the dust settles&nbsp;I am sure brand Australia will bounce back from this fiasco. But odds are that brand Magee has been euthanased&nbsp;and cremated. No doubt at a cost somewhat higher than $314.</p> <p>Want to read more about communicating in a crisis? You may also like:</p> <p><a href="http://claritysolutions.com.au/blog/sydney-harbour-tunnels-slick-crisis-response">Sydney Harbour Tunnel&#39;s slick crisis response</a></p> <p><a href="http://claritysolutions.com.au/blog/qantas-flies-into-social-media-firestorm">Qantas flies into a Social Media Firestorm</a></p> <p><a href="http://claritysolutions.com.au/blog/crisis-lessons-from-knitting-nannas">Crisis lessons from the Knitting Nannas</a></p> <p>Or better still, equip yourself to be a 21st century Brand Ambassador with our range of bespoke&nbsp;<a href="http://www.claritysolutions.com.au/trainingprograms/media-training">media skills</a>&nbsp;and&nbsp;<a href="http://www.claritysolutions.com.au/trainingprograms/crisis-training">crisis skills</a>&nbsp;training. Where ever you are in the world.</p> <ul><li>Meshlin<br /> 28th Aug 13 4:34 PM&nbsp;<br /> This is an interesting case, as it raises ethical issues around &#39;fee for service and service delivery. Would your advice be different if the service was less &#39;cute&#39;, say stakeholder management you had trusted a consultant to manage and were billed for, but didn&#39;t occur?</li> <li>Geoffrey Stackhouse<br /> 29th Aug 13 11:51 AM&nbsp;<br /> Its a big question and a blog in itself - but the same insight holds. Focus on the emotion not the incident.&nbsp;</li> </ul> <p><br /> So if you are a large MNC crushing an intern or a start up Consultant over a few $k that could seem unreasonable even if justified. That said, the news values are a bit weaker, there is conflict but no human interest. So its a bland business story.<br /> <br /> Mind you, as a broke journo I did force an out of court settlement with an insurance company once by having bailiffs seize goods (a washing machine) from a very senior exec, then leaked it to CBD. He forced his insurer to stop fighting the claim and pay for the $800 damage to my car ...</p> <p>&nbsp;</p> <p>This article was originally posted by Geoffrey Stackhouse on the 28 August 2013 at&nbsp;<a href="http://www.claritysolutions.com.au/blog/the-dog-and-the-diplomat-why-you-need-professional-advice">http://www.claritysolutions.com.au/blog/the-dog-and-the-diplomat-why-you-need-professional-advice</a></p> http://www.pria.com.au/priablog/the-dog-and-the-diplomat-why-it-pays-to-get-professional-advice http://www.pria.com.au/priablog/the-dog-and-the-diplomat-why-it-pays-to-get-professional-advice Fri, Sep 06 2013 Three ways to boost your SEO <p><img alt="" src="/sb_cache/priablog/id/2076/f/seo.jpg" style="width: 400px; height: 300px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p><strong><a href="http://www.dynamicbusiness.com.au/marketing-blogs/how-inbound-marketing-and-seo-work-together-28032012.html">SEO</a></strong>&nbsp;is a confusing subject for many business owners, myself included.&nbsp;Having your website on the first page of search engine results can make a big difference to your business success, but how do you get there?</p> <p>Fortunately you don&rsquo;t need a degree in computer science to make a few simple changes and here are three simple things you can do which can help boost your&nbsp;<a href="http://www.dynamicbusiness.com.au/technology/decoding-common-seo-jargon-09112012.html">search engine optimisation</a>, and hopefully increase your sales.</p> <p><strong>Get your page titles and meta descriptions right</strong></p> <p>If you want to increase your search engine visibility, make sure your page titles have the right keywords and your meta descriptions are suitably enticing to encourage readers to click through to your site. The page title is the phrase that appears in search engine results, and the meta description is the brief description underneath.</p> <p>These two things are not only key when it comes to improving your search engine optimisation; they are what will encourage readers to visit your site. You might need to do a bit of fine-tuning on both before you find the best combination of keywords, but it is well worth taking the time to get this right.</p> <p><strong>Link Building</strong></p> <p>Links are an important part of search engine optimisation. In the eyes of the search engines, links are generally construed as &lsquo;votes&rsquo; endorsing your site. The more links you have to reputable websites, the more likely you are to be considered reputable yourself, and therefore to receive a higher ranking.</p> <p>Don&rsquo;t be tempted to engage in deceptive link practices, as you can be highly penalised by the search engines. Instead, it is worth thinking about your network, and who you might be able to obtain links from.</p> <p><strong>Gain authority as an author</strong></p> <p>Google has recently created the concept of&nbsp;<a href="http://www.dynamicbusiness.com.au/social-media/why-google-authorship-should-be-your-top-priority-26022013.html">authorship</a>&nbsp;as a way of discerning quality content. If you are considered by Google to be a popular author, your content will be ranked higher than less well-known authors. The way you gain authority as an author is through social media sharing, and website engagement.</p> <p>To start building your reputation as an author, you will need a Google + account and you should also ensure that all the other authors on your site also have one. As an added bonus, once you have authorship Google will display a picture next to your listing on the search engine results. This can help you stand out and encourage readers to click on your site.</p> <p>Search engine optimisation doesn&rsquo;t have to be difficult or overly technical, in fact I believe it is more of a marketing then technical process. With a few simple strategies, you can start seeing results and help increase your website traffic.</p> <p>&nbsp;</p> <p>This article was originally posted by Jo Macdermott&nbsp;on the 3 September&nbsp;2013 at<a href="http://www.dynamicbusiness.com.au/social-media/three-ways-to-boost-your-seo-03092013.html">&nbsp;http://www.dynamicbusiness.com.au/social-media/three-ways-to-boost-your-seo-03092013.html</a></p> <p>&nbsp;</p> http://www.pria.com.au/priablog/three-ways-to-boost-your-seo http://www.pria.com.au/priablog/three-ways-to-boost-your-seo Tue, Sep 03 2013 You Are 'Libel' For Your Tweets <p><img alt="" src="/sb_cache/priablog/id/2058/f/twitter_gavel-flip.jpg" style="width: 228px; height: 178px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>That fake Twitter handle won&rsquo;t protect you from the long arm of the law now our legal system has finally caught up with social media.</p> <p>A little reported Federal Court case this week has massive ramifications for all Twitter users, and anyone who thinks a nom de plume will mask their identity.</p> <p>Federal Circuit Court Judge Warwick Neville found Australians had &ldquo;No unfettered implied right (or freedom) of political expression&rdquo;.</p> <p>While the case revolves around a public servant threatened with the sack for using an anonymous Twitter account to criticize Government policy, it has wide reaching ramifications. You can read about the case <a href="http://www.canberratimes.com.au/national/public-service/public-servants-warned-watch-what-you-say-20130813-2rt6e.html#ixzz2bsnCiT66">here</a>.</p> <p>What intrigued me was that if the account was anonymous how was she pinged, particularly after denying it was hers?</p> <p>Well an investigator found that &ldquo;... on the balance of probabilities the evidence provided, although circumstantial, does support the conclusion that the (name deleted) account is yours&rdquo;.</p> <p>That should send shivers down quite a few spines and have Trolls dropping like flies knowing they can be unmasked and held responsible.</p> <p>And here&rsquo;s the kicker.</p> <p>Because the Tweets concerned her employer (understandably displeased at the hostile Tweets) we now have legal precedent to the effect that criticizing your employer on social media, even anonymously, may constitute a breach of your contract of employment.</p> <p>Holding people accountable for what they say has to be a cornerstone of democracy, and, ironically freedom of speech.&nbsp; If this ruling helps clean up social media and unmasks Trolls that has to be a good thing.</p> <p>Now if we could only extend that precedence to pork barreling politicians &hellip;</p> <p>&nbsp;</p> <p><em>This article was originally posted by Geoffrey Stackhouse on the 14 August 2013 at http://www.claritysolutions.com.au/blog/you-are-libel-for-your-tweets​&nbsp;</em></p> http://www.pria.com.au/priablog/you-are-libel-for-your-tweets http://www.pria.com.au/priablog/you-are-libel-for-your-tweets Mon, Sep 02 2013 Planning for a social media crisis <p>If you&rsquo;ve ever managed a social media crisis, you know that it can be an all-consuming experience. All you want to do is go home and bury your head in a mountain of pillows and blankets.</p> <p>At the same time, the last thing you want to do is stop working until it&rsquo;s solved.</p> <p>So how do you solve&mdash;or rather, manage&mdash;a social media crisis? There&rsquo;s no perfect formula, but&nbsp;<a href="http://www.massive.pr/2013/08/12/how-to-manage-a-social-media-crisis">this infographic</a>&nbsp;from<a href="http://www.360publicrelations.com/">&nbsp;360PR</a>&nbsp;gives you a nice outline as a jumping-off point, particularly in regards to the all-important factor of reacting to the crisis quickly.</p> <p>It&rsquo;s great advice that, sadly, is not often followed.</p> <p>Check it out below:</p> <p><img alt="" src="/sb_cache/priablog/id/2056/f/360PR-Planning-for-and-Managing-a-Social-Media-Crisis.jpg" style="width: 400px; height: 1275px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p><em>This article was originally posted by Kevin Allen on the 21 August 2013 at http://www.prdaily.com/socialmedia/Articles/15044.aspx</em></p> <p>&nbsp;</p> <p>&nbsp;</p> http://www.pria.com.au/priablog/planning-for-a-social-media-crisis http://www.pria.com.au/priablog/planning-for-a-social-media-crisis Fri, Aug 30 2013 Media Relations: How to Do it On Your Own <p>&nbsp;</p> <p><img alt="" src="/sb_cache/priablog/id/2052/f/go it alone.jpg" style="width: 250px; height: 317px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p><span style="font-size: 1.1em; line-height: 1.5em;">Yesterday I was strolling through Twitter when I saw a tweet from my new </span>friend <a href="https://twitter.com/rebekahiliff">Rebekah<span style="font-size: 1.1em; line-height: 1.5em;"> </span>Iliff</a><span style="font-size: 1.1em; line-height: 1.5em;">&nbsp;that said, &ldquo;Dear&nbsp;<a href="https://twitter.com/Inc">@Inc</a>: You do a GRAVE disservice here&rdquo; and it linked to a story called, &ldquo;<a href="http://www.inc.com/geoffrey-james/how-to-do-your-own-pr.html">How to Do Your Own PR</a>.&rdquo;</span></p> <p>I&rsquo;m a big proponent of helping small business owners figure out how to do some of this themselves. After all, they typically can&rsquo;t afford a firm or a soloproneur and journalists would much rather talk to the business owner versus a PR professional.</p> <p>But, after reading the story, I agree with Rebekah. It not only does a grave disservice to the PR industry, but also to small business owners.</p> <p>In the article, sales guru&nbsp;<a href="https://twitter.com/Sales_Source">Geoffrey James</a>&nbsp;says:</p> <p>I know people who are paying as much $10,000 a month to a PR firm and getting very little out of it.&nbsp; And that&rsquo;s sad, because PR&ndash;getting positive media coverage&ndash;isn&rsquo;t all that difficult.&nbsp; Here&rsquo;s how it&rsquo;s done.</p> <p>Then he goes on to list the following:</p> <p>Devise a story worth writing about.<br /> Create nuggets to insert into the story.<br /> Offer yourself as a story source.<br /> Control the interview.</p> <p><strong>What is PR?</strong></p> <p>Most of the&nbsp;<a href="http://spinsucks.com/">Spin Sucks</a>&nbsp;readers don&rsquo;t need a PR lesson. You already know PR isn&rsquo;t &ldquo;getting positive media coverage.&rdquo; I&rsquo;m speaking to the first-time visitors.</p> <p>PR isn&rsquo;t just about getting positive media coverage.</p> <p>If you&rsquo;re spending $10,000 a month and &ldquo;getting very little out of it,&rdquo; there are a few things going wrong.</p> <p>1.Your PR firm are publicists and their only job is to secure media interviews.<br /> 2.You haven&rsquo;t given it enough time. Publications have lead times. Even blogs have lead times (we&rsquo;re more than a month out).<br /> 3.Your firm hasn&rsquo;t helped set the right expectations.<br /> 4..Your firm has set the right expectations, but you&rsquo;re still unrealistic about it.<br /> 5.Your firm doesn&rsquo;t know how to measure their effectiveness to real business results (and they should check out&nbsp;<a href="http://www.myirispr.com/">Iris Public Relations Management</a>&nbsp;to help them do so).<br /> 6.Your firm isn&rsquo;t integrating communications into their publicity efforts. For $10,000 a month, you should be getting more then media relations.</p> <p>If you are interviewing PR firms and they aren&rsquo;t talking about more than media relations, how to integrate paid, owned, and shared media in with the earned media, and&nbsp;results, keep interviewing.</p> <p>In some cases, the results will be increased brand awareness and credibility, which aren&rsquo;t measurable to dollars and cents, but they should be upfront with you about how that work integrates with some of the things that&nbsp;are&nbsp;measurable to cash.</p> <p><strong>Not Even PR Pros Get it Right Sometimes</strong></p> <p>The article James wrote starts out well. You do have to have a story. Having a new product or launching a new company or having a famous investor is not a story.</p> <p>To figure out what it is that&rsquo;s interesting to the journalists and bloggers you&rsquo;ll be pitching, you have to read what they&rsquo;re already writing.</p> <p>For instance, this morning I woke up to 23 emails in my inbox that were pitches from PR professionals.</p> <p>Of the 23, 21 of them were copy and paste news releases into an email.</p> <p>I deleted them all without reading a single one.</p> <p>The last two were personalized pitches. One was to interview the author who has written a book on how to raise your kids and the other was a franchise location opening somewhere in Mississippi.</p> <p>I deleted both of those without response.</p> <p>This is a PR and marketing blog. We don&rsquo;t write about how to raise your kids, nor do we write about restaurant openings.</p> <p>So, while they were personalized, it&rsquo;s pretty clear the PR professionals did nothing more than do a mail merge. They didn&rsquo;t read the blog. If they did, they would have saved some time and aggravation when I don&rsquo;t respond.</p> <p><strong>How to Do Media Relations</strong></p> <p>It takes a lot of time and energy to do media relations really well.</p> <p>If you want to do it on your own (and I caution you that it&rsquo;s sometimes far less expensive to hire a professional the first time around), here are some things to consider.</p> <p>Read the blog, publications, online sites, and watch the programs and listen to the shows where you want to appear. It takes time, but it works because you figure out what the journalist, blogger, producer, or hosts really care about. Either your story fits them or it doesn&rsquo;t. If it doesn&rsquo;t, no matter how badly you want a story in that publication, move on.<br /> <br /> Personalize your pitch. I love the story&nbsp;<a href="https://twitter.com/rhogroupee">Rosemary O&rsquo;Neill</a>&nbsp;tells of how she <a href="http://spinsucks.com/communication/how-a-two-sentence-email-became-a-top-news-story/">pitched her company&rsquo;s new unlimited paid time off policy in a two sentence email</a>&hellip;and it became a top news story. She knew the blogger would love the story because she&nbsp;reads&nbsp;the blog and has commented there. All she had to do was send a quick email and it was picked up. And then it grew legs, being picked up in larger publications.<br /> Comment on blog posts and articles. This is the very best way for the journalist or blogger to get to know you. When you make smart comments on the stuff they&rsquo;re producing, you build a relationship. When you build a relationship, they are much more willing to talk to you about your story. Some, in fact, will even help you mold the story if it&rsquo;s not an exact fit.<br /> <br /> Don&rsquo;t send a long email. We are all busy. If you send an email that has everything anyone could ever possibly want to know about you, they won&rsquo;t read it. Take the approach Rosemary used and send a quick email that grabs their attention. The details can come later.<br /> <br /> Lose the idea of control. Yes, when you have an interview, you should be prepared. You should ask the journalist or blogger ahead of time what kinds of questions they expect to ask you. Use those questions to figure out what you want to say. But you cannot control the interview. You can be sure your one or two messages are repeated, but you cannot control the interview.</p> <p>Going through this process takes time. The reason you hire a professional is not just because they have relationships you need, but because (if they&rsquo;re good) they use this process every, single day.</p> <p>But you&nbsp;can&nbsp;do it yourself if you&rsquo;re willing to roll up your sleeves and get your hands a little dirty.</p> <p>&nbsp;</p> <p><em>This article was originally published by Gini Dietrich&nbsp;on 6th August at&nbsp;http://spinsucks.com/communication/media-relations-how-to-do-it-on-your-own/</em></p> http://www.pria.com.au/priablog/media-relations-how-to-do-it-on-your-own http://www.pria.com.au/priablog/media-relations-how-to-do-it-on-your-own Thu, Aug 29 2013 The 10 commandments of netiquette <p><img alt="" src="/sb_cache/priablog/id/2048/f/slingshot.jpg" style="width: 225px; height: 224px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>Much like any face-to-face contact in business, how you compose an&nbsp;<a href="http://www.dynamicbusiness.com.au/news/how-much-do-you-know-about-email-192011.html">email&nbsp;</a>speaks to your professionalism and personal image and should be handled attentively. Yet, in an age where people use email as&nbsp;a <a href="http://www.dynamicbusiness.com.au/business-tech-blogs/5-practical-tips-to-improve-your-email-marketing-26112012.html">medium for business contact</a>&nbsp;more than any other, many still don&rsquo;t understand the importance of&nbsp;<a href="http://www.dynamicbusiness.com.au/social-media/digital-marketing-social-media/whats-new-in-email-marketing-050912.html">email etiquette</a>.</p> <p>Committing an e-ffence (sending a&nbsp;<a href="http://www.dynamicbusiness.com.au/sales-and-marketing/four-trends-email-marketers-need-to-know-12012012.html">poorly crafted email</a>) is not only cringe-worthy &ndash; it can incrementally damage your reputation with the click of a mouse.</p> <p>Here are 10 things you must always keep in mind when composing, addressing and sending that electronic message:</p> <p>1. Don&rsquo;t be sloppy in an attempt to be friendly</p> <p>Short, overly formal emails can often come across as stern and impersonal. At times, it&rsquo;s tempting to riddle your emails with exclamation marks and abbreviations in the hopes of sounding friendly. Beware though. This can come across as seriously unprofessional. At the end of the day, it&rsquo;s a business email so play it safe until you&rsquo;ve developed a relationship with the recipient.</p> <p>2. Spelling, grammar and punctuation&nbsp;</p> <p>This one is pretty obvious, but ignoring the universal rules of writing is the quickest way to unravel your brand image. Poor spelling and grammar not only indicates a lack of attention to detail (not the greatest trait in business dealings), but it can reflect a certain level of laziness. The safest option is to set up Outlook to automatically spell check outgoing mail and always double check the email before you send.</p> <p>3. Don&rsquo;t ramble</p> <p>For people receiving 50+ emails a day, wading through an email message thrice as long as necessary is infuriating. Rule of thumb is to concentrate on one subject per email. A sub-rule to this is that if an email conversation goes beyond two emails on both sides, you should just get on the phone to discuss it. It wastes time if you don&rsquo;t.</p> <p>4. Use a meaningful subject</p> <p>Filling the subject field with &lsquo;Hi!&rsquo; or &lsquo;From Jessica&rsquo; is elusive and confusing. Include subjects that are uncomplicated and clear in indicating exactly what the email is in regards to. It also makes it easier for the recipient to find the email again if necessary.</p> <p>5. Don&rsquo;t leave out a message thread</p> <p>Most professionals who receive 20, 50 or over 200 emails per day won&rsquo;t appreciate scouring their inbox to find an email thread relating to what you&rsquo;ve just sent them. Always including the message thread will also make it easier for you to keep your emails organised.</p> <p>6. Reply promptly</p> <p>The same way you would always return a business call, turn up to meetings on time and act on requests punctually, email response is no exception.</p> <p>7. Do not request delivery and read receipts</p> <p>There aren&rsquo;t too many people who appreciate having to respond to these.</p> <p>8. Compress files before sending them via email</p> <p>Smaller is better, at least when it comes to email attachments. Nobody likes to wait for a long download &ndash; it costs the recipient of large email attachments not only time, but also money.</p> <p>9. Watch your tone</p> <p>Tone of voice across email can be tricky, and sarcasm is especially dangerous. If something gets lost in translation, you can seriously risk offending the recipient. The more matter-of-fact you can be the better.</p> <p>10. Don&rsquo;t use email for discussions that should be face to face&nbsp;</p> <p>Email is not an appropriate medium for conversations that involve criticism or conflict. Not only can delicate messages be misconstrued, email messages can never be unsent. Having an online conversation that really should&rsquo;ve been had in person will create a firestorm of conflict and burn through relationships quicker than anything else you can do.</p> <p>&nbsp;</p> <p><em>This article was originally published by&nbsp;Sharon&nbsp;Zeev&nbsp;Poole from&nbsp;Agent99 Public Relations on 20th December 2012 at&nbsp;http://www.dynamicbusiness.com.au/small-business-resources/hot-tips/the-10-commandments-of-netiquette-20122012.html see also www.agent99pr.com</em></p> http://www.pria.com.au/priablog/the-10-commandments-of-netiquette http://www.pria.com.au/priablog/the-10-commandments-of-netiquette Wed, Aug 28 2013 Digital signage set to explode in Australia <p><img alt="" src="/sb_cache/priablog/id/2046/f/sales up.jpg" style="width: 225px; height: 225px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>Digital signage technology is soon to change the face of Australian business, as 4 out of 5 brands&nbsp;internationally&nbsp;have already experienced a 33 percent increase in sales using this technology.&nbsp;</p> <p>With businesses increasingly adopting all things &lsquo;digital&rsquo;, digital signage is set to be next. The technology aims to help businesses deliver&nbsp;<a href="http://www.dynamicbusiness.com.au/sales-and-marketing/marketing-trends-for-2013-11022013.html">marketing&nbsp;</a>messages to consumers in a way that is engaging and easy to understand.</p> <p>&ldquo;We&rsquo;ve seen how tablets, iPhones and&nbsp;<a href="http://www.dynamicbusiness.com.au/social-media-blogs/5-basic-tips-for-social-media-growth-04022013.html">social media</a>, and all these types of technology is impacting our lifestyles in the way that we buy&nbsp;products&nbsp;and it&rsquo;s a&nbsp;similar&nbsp;thing with digital signage. We can implement&nbsp;a digital screen or video wall or some sort of digital signage technology into a business and it will give the customer a whole different experience to what they would have encountered otherwise,&rdquo; said Tanya Williams, Business Development Manager,&nbsp;<a href="http://www.prendi.com.au/">Prendi</a>.</p> <p>Digital signage&nbsp;allows businesses to combine traditional and&nbsp;<a href="http://www.dynamicbusiness.com.au/social-media/expert-tips-for-getting-started-with-digital-marketing-29052012.html">digital marketing</a>&nbsp;to deliver marketing messages in a high definition screen, but that&rsquo;s not the only reason businesses are adopting the technology. Its ability to tie in other digital applications such as mobile, tablets and social media has great consumer appeal.</p> <p>&ldquo;The exciting thing is that&nbsp;what you can do with this&nbsp;<a href="http://www.dynamicbusiness.com.au/business-tech-blogs/3-ways-technology-can-save-your-business-money-14032013.html">technology&nbsp;</a>is limited&nbsp;only&nbsp;by your imagination. Businesses&nbsp;that want to lead the way in their industry and really create a wow experience for their customers love the concepts we are presenting to them,&rdquo; said James Ingram, Managing Director, Prendi.</p> <p>It&nbsp;doesn&rsquo;t&nbsp;need to be expensive&nbsp;and can start with one basic screen&nbsp;or video wall. You can then add&nbsp;on touch screens&nbsp;or&nbsp;interactive floor projection, turn your&nbsp;front window&nbsp;into a touch screen&nbsp;and beyond. It is impossible to describe everything we can do&nbsp;as&nbsp;it&rsquo;s literally unlimited,&rdquo; he added.</p> <p>With digital signage technology,&nbsp;businesses&nbsp;are able to connect with their customers in a fun and engaging way, according to&nbsp;<a href="http://www.prendi.com.au/Technology.html">Prendi</a>. Retailers, in particular, are expected to gain a lot from using the technology as they are competing with a global online market.</p> <p>&ldquo;Particularly in a retail environment we&rsquo;re finding that a lot of businesses&nbsp;are now competing with a global online market, and they&rsquo;re finding it difficult to connect with customers and provide a unique experience in store. And a lot of the conversations we&rsquo;re having with retailers is how they can use this digital signage technology in a way that people can come in and interact with dynamic content,&rdquo; said Williams.</p> <p>Whereas traditionally, businesses would print a poster and stick it to the wall to promote a business or special offer, now the same space can be used to provide an engaging and dynamic&nbsp;<a href="http://www.dynamicbusiness.com.au/hr-and-staff/decoding-a-great-customer-experience-08042013.html">user experience</a>&nbsp;with a digital screen.</p> <p>&ldquo;That same space gives a much greater ROI as you can now promote many messages, special offers, including live news or twitter feeds, promotional video, clocks&nbsp;and best of all you can program to run different content at different times of the day,&rdquo; said Ingram.</p> <p>&nbsp;</p> <p><em>This article was originally published by Tasnuva Bindi&nbsp;on 23rd April 2013 at&nbsp;http://www.dynamicbusiness.com.au/social-media/digital-marketing-social-media/digital-signage-set-to-explode-in-australia-23042013.html&nbsp;</em></p> http://www.pria.com.au/priablog/digital-signage-set-to-explode-in-australia http://www.pria.com.au/priablog/digital-signage-set-to-explode-in-australia Tue, Aug 27 2013 Keep it simple â youâll be in good company <p><img alt="" src="/sb_cache/priablog/id/2044/f/cube paint.JPG" style="width: 377px; height: 279px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>Why do so many people smother their prose in clouds of unnecessary words? Most would agree that writing simply is the best way to get their message across, but they find a sense of security in verbiage.</p> <p>That&rsquo;s why for many writers in business, being short on time translates into being long on text. It&rsquo;s easier to fall into the comfortable ruts of stock phrases&nbsp;(please do not hesitate to contact me with any queries, concerns or considerations you may have . . .)&nbsp;than to think of snappier alternatives.</p> <p>Supporters of the more-is-more school of thought argue that dense text suggests you&rsquo;ve got your subject surrounded, literally. You mean business and you sound knowledgable. Some think if you pack it in and include strings of adjectives you improve your chances of hitting the mark at some point along the line.</p> <p>You can make your written word as palatable as possible for readers by heeding the advice of great writers. Make&nbsp;a conscious effort&nbsp;to strip clutter.</p> <p>Like most people, your readers are short of time. Keep them in mind at all times! They&rsquo;re not waiting to be impressed by your seniority or erudition. They&rsquo;ll be grateful if you tell them what they need to know clearly and quickly. As Churchill once said: &ldquo;Short words are best.&rdquo;</p> <p>True, some people find it more difficult to be disciplined in their writing than others. Nathaniel Hawthorne&rsquo;s words ring true when he said, &ldquo;Easy reading is damned hard writing.&rdquo;</p> <p>And simplicity is just one aspect of good writing. Joseph Pulitzer expanded on the theme when he suggested we &ldquo;put it to them briefly so they will read it, clearly so they will appreciate it, picturesquely so they will remember it, and, above all, accurately so they will be guided by its light.&rdquo;</p> <p>Or perhaps you should refer to Kurt Vonnegut&rsquo;s advice to writers: 1. Find a subject you care about. 2. Do not ramble, though. 3. Keep it simple. 4. Have the guts to cut. 5. Sound like yourself. 6. Say what you mean to say. 7. Pity the readers.</p> <p>&nbsp;</p> <p><em>This article was originally published by businesswritersdesign on 17th June 2011 at http://businesswritersanddesign.wordpress.com/2011/06/17/keep-it-simple-youll-be-in-good-company/&nbsp;</em></p> http://www.pria.com.au/priablog/keep-it-simple-youll-be-in-good-company http://www.pria.com.au/priablog/keep-it-simple-youll-be-in-good-company Mon, Aug 26 2013 What Winston Churchill can teach marketers about social media <p><img alt="" src="/sb_cache/priablog/id/2038/f/churchill.jpg" style="width: 282px; height: 178px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p><span style="font-size: 1.1em; line-height: 1.5em;">&lsquo;Never in the history of marketing has so much been known by so many.&rsquo;</span></p> <p>You&rsquo;ll forgive the obvious pastiche of Churchill&rsquo;s famous speech. And at the risk of stretching the metaphor to breaking point, today&rsquo;s marketing melee can be likened to the Second World War&rsquo;s Battle of Britain.</p> <p>In particular, the role of social media in modern marketing can be likened to the intelligence gathering that was crucial to success in 1940.</p> <p>The popular myth of the Battle of Britain was that England defeated the sustained attacks of the German air force solely because of the heroism of the pilots (undoubted) and the effectiveness of their aircraft.</p> <p>The first social media data dashboard?</p> <p>The overwhelming reason for success was that the UK&rsquo;s air defence system was completely integrated, with the intelligence gathering fuelling a single, integrated command centre at which decisions of deployment were made. It had been planned and built as such over a period of years, and was ready only just in time.</p> <p>Social media are the modern marketing equivalent of wartime intelligence. They let you gather and analyse information that&rsquo;s being discussed openly across your market (more prevalent perhaps in some markets than others, but the intelligence is still there).</p> <p>But as in 1940, information that is simply gathered and counted is of marginal use, and its volume arguably overwhelming.</p> <p>It is the integration and analysis of the information that makes the first difference, and that this all happens in real-time the most telling difference of all.</p> <p>Think of the Battle of Britain&rsquo;s Royal Observer Corps as Twitter, the chain of radar towers as Facebook, and the deeper intelligence about the make-up and dispersal of the German air force as LinkedIn. By themselves they all provide intelligence and a sense of the picture, but each part is incomplete with the others.</p> <p>Do you use Twitter?</p> <p>Knowing which German squadrons were based in northern France clearly provided a clue to the make-up of&nbsp; possible future raids. The types of bombers, their numbers, their bomb loads and fuel loads, and therefore their ranges, could all be deduced. But have they taken off yet?</p> <p>Radar (Facebook) tells me something is happening. I can see formations appearing on the horizon, I can see their height and range and direction. But which aircraft are they and what bombloads do they carry?</p> <p>Finally, they cross the southern coast of Britain and the Observer Corps (Twitter) can now see the granular detail and report on what&rsquo;s happened 30 seconds ago, including numbers, types and direction. But without the other two pieces of information this is too little, too late.</p> <p>Now integrate everything in real time. The moment the radar signals are picked up, they are transmitted to RAF Fighter Command HQ. (In 1940 this was done with specially laid telephone lines, the dedicated broadband network of the day.)</p> <p>The moment the aircraft cross the coasts, the Observer Corps phone in the details. The picture is complete. The real-time intelligence (with the emphasis on real-time) is in the hands of the controllers within minutes.</p> <p>So what? A question every market should ask about social media measurement.</p> <p>Because having the intelligence was interesting but ultimately useless without action.</p> <p>And it was that it was actionable insight that made the second difference in 1940, because the real-time intelligence was plugged directly into the airfields and squadrons of south-east England.</p> <p>The controllers of Fighter Command (translated to today&rsquo;s &lsquo;marketers&rsquo;) could deploy the resources they had at their disposal in the right direction and in the right sequence. Knowing how many bombers were flying towards which target, and at what height, allowed RAF Fighter Command to deploy the right numbers of fighters from the right squadrons from the right sectors to intercept the bombers at the right moment at the right place.</p> <p>Without the real-time intelligence providing the actionable insights, without the integrated picture, and without the connection between the social media inputs and the back-end CRM system, Fighter Command would have been forced to waste aircraft, fuel and pilots flying patrols in areas where raids were expected.</p> <p>Does the over-deployment of large amounts of resources in the hope that something sticks sound familiar?</p> <p>In fact, the Battle of Britain would have been lost had these tactics been used. Britain simply didn&rsquo;t have enough aircraft, fuel or pilots.</p> <p>As to ROI and accountability, of course we have it easy compared to Britain in 1940. What&rsquo;s interesting though is that the &lsquo;ROI feedback&rsquo; during the Battle of Britain was also close to real time. The controllers and the senior commanders knew the strength of the enemy and the results of their defence efforts after every raid, not just at the end of every day, week or month. The planning was continuous and was possible because of the real-time intelligence that fed the &ldquo;integrated marketing&rdquo; engine&rsquo;s front-end, and the &lsquo;CRM&rsquo; system at the back-end.</p> <p>Today, you can discover who is on the market for your products or services, who is influential in the market, who is complaining, who is at risk, who is connected to whom, and more. Connected to your CRM system, and with well-defined trigger-based sales leads, you can bring real-time intelligence and insight together in a meaningful way, and then take action. If you close the feedback loop too, you can deploy the right marketing resources at the right moment to maximise your ROI and make money.</p> <p>It was the integrated, real-time information, and the actionable insight, that made the difference in 1940. The same applies today.</p> <p>&nbsp;</p> <p><em>This article was originalyl published by Emma Lo Russo&nbsp;on 31st July 2013 at&nbsp;http://www.marketingmag.com.au/blogs/what-winston-churchill-can-teach-marketers-about-social-media-43088/#.Ugg0stL-FAI</em></p> http://www.pria.com.au/priablog/what-winston-churchill-can-teach-marketers-about-social-media http://www.pria.com.au/priablog/what-winston-churchill-can-teach-marketers-about-social-media Sun, Aug 25 2013 Its a speed to market world <p><strong><span style="font-size:12px;">1.How has technology changed the way you communicate?</span></strong></p> <p><span style="font-size:12px;"><span style="line-height: 1.5em;">Technology is amazing in some ways , you are always connected with the world instantly.Everything is real time and 24/7. The problem with this is there is not enough time for original and considered opinion.Most opinions are the opinions of other that you hear on social media. This is dangerous and we run the risk of building a nation of zombies devoid of original personal opinion</span></span></p> <p><strong><span style="font-size:12px;"><span style="line-height: 1.5em;">2.Where do you see the role of </span>c-suite<span style="line-height: 1.5em;"> nowadays?</span></span></strong></p> <p><span style="font-size:12px;">I think the C suite is far less soled than before - for example the lines between the CMO and the CTO and the CIO are getting VERY blurred. This is a good thing as, for example, the CMO needs to be far more proficient with data and its value to the marketing process.</span></p> <p><strong><span style="font-size:12px;">3.If you had to leave your house in a rush, what is the one thing you couldn&rsquo;t leave without or leave without doing?</span></strong></p> <p><span style="font-size:12px;">mobile</span></p> <p><strong><span style="font-size:12px;">4.What is your favourite thing about being a communicator?</span></strong></p> <p><span style="font-size:12px;">People listen to me. Unlike at home.</span></p> <p><strong><span style="font-size:12px;">5.How has your organisation adapted to the changing marketing landscape?</span></strong></p> <p><span style="font-size:12px;">We have restructured our business to remove layers, red tape and necessary process.Its a speed to market world.</span></p> <p><strong><span style="font-size:12px;">6.How do you and your team use social media?</span></strong></p> <p><span style="font-size:12px;">Through a strategic alliance&nbsp;with UTS, we are analysing large social media data sets to help build insights for Australian Marketers about how Aussies use social media. See Datafication.com.au.</span></p> <p><strong><span style="font-size:12px;">7.How do you create campaigns that utilise all communication channels?</span></strong></p> <p><span style="font-size:12px;"><span style="line-height: 1.5em;">By having a realistic understanding of 1. what is interesting for the target audience - you need to&nbsp; earn brownie points with the consumer before you sell to the. 2. what their true media and technology habits are.&nbsp;</span></span></p> <p><strong><span style="font-size:12px;"><span style="line-height: 1.5em;">8.Can you give us a sneak peak at what you are hoping to touch on in November?</span></span></strong></p> <p><span style="font-size:12px;">I will be sharing the latest wave of social media research form our Datafication project. This work is in conjunction with UTS and this year it focuses on Instagram - Australias fastest growing social media platform. For the first time I will be able to share how Aussies are using Instagram and what content they are sharing and liking.Its a real eye opener.</span></p> <p><strong><span style="font-size:12px;">9.Have you been to Adelaide before, if so what&rsquo;s been your favourite place to visit/thing to do/place to eat/memory of a past holiday?</span></strong></p> <p><span style="font-size:12px;">Love having the veal at Amalfi</span><span style="font-size: 12px; line-height: 1.5em;">​</span></p> <p>Want more? Douglas will be speaking at this years National Conference...&nbsp;</p> <p><strong><span style="font-size:12px;">About the 2013 PRIA&nbsp;National Conference&nbsp;</span></strong></p> <p><span style="font-size:12px;">South Australia will be hosting the 2013 National Conference on the 17th&nbsp;- 19th of November. Held every year, the forum brings the nation&rsquo;s leading communicators together to present new methods and research, and ideas in the field of professional communication.</span></p> <p><a href="http://www.pria.com.au/training/category/pria-national-conference"><span style="font-size:12px;"><img alt="" src="/sb_cache/priablog/id/2060/f/National Conf button.jpg" style="width: 222px; height: 76px;" /></span></a></p> <p>&nbsp;</p> http://www.pria.com.au/priablog/its-a-speed-to-market-world http://www.pria.com.au/priablog/its-a-speed-to-market-world Fri, Aug 23 2013 Is the internet a creativity killer? <p><img alt="" src="/sb_cache/priablog/id/2036/f/einstien.jpg" style="width: 365px; height: 138px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>Creative solutions require knowledge, talent, time and most importantly, attention. The prolific output from exceptional talents like Mozart to Picasso would have been considerably diminished were it not for their ability to focus on a given problem for long periods of time.</p> <p>In the modern world that continually tries to hijack our attention, sabotaging our ability to create, would they have been so productive? Would our hyperconnected and always-on culture be too much of a distraction for even Picasso?</p> <p>Evolution has programmed our brains to be rewarded when we learn. It was essential for our survival. Learn quickly how to swim or drown, learn to be a better hunter or starve. Learning was essential to our ongoing survival and we were justly rewarded with a dopamine triggered positive response, a pleasure hit to the brain. However now we have boats and supermarkets, things that make survival substantially less risky. But we are still preprogrammed to get that dopamine hit every time we learn something.</p> <p>This is where the internet makes things a little tricky. In many ways you could say it has become the ultimate drug pusher. Get a free hit every time you connect. Don&rsquo;t worry about the time and dedication it takes to learn something methodically, YouTube can get you a hit in seconds. Happy days. This addictive pattern ultimately competes against time consuming creative endeavors, where the rewards are bigger but take a lot longer to achieve. There is also research that suggests that this continuous frantic online activity has affected our deeper thinking abilities, keeping us in a constant state of twitchy anxiety, like many other addictions. Internet bad.</p> <p>It&rsquo;s a double-edged sword, however, as learning is an essential prerequisite for creative problem solving. The more knowledge we possess the richer and broader our creative vocabulary. They are the raw ingredients of our creativity that when combined in unique ways form new ideas. There&rsquo;s no better way to access huge amounts of information quickly than through the Internet. Google, YouTube, Twitter, the worlds combined knowledge is at our fingertips. There&rsquo;s never been anything like it and its awesome. Internet good.</p> <p>Too much of any good thing can be bad, so moderation is key. It&rsquo;s a challenging time when technological development is outpacing our capacity to adapt to it, hypnotising us in the process. So our ability to focus is becoming increasingly compromised. Making our &lsquo;attention&rsquo; in this ideas economy the most valuable currency we possess. The question is: do we focus more of our attention on spending time consuming or spending time creating?</p> <p>Perhaps Einstein had the best answer when he said, &lsquo;Imagination is more important than knowledge.&rsquo; But I wonder if even he could resist the lure of YouTube.</p> <p>&nbsp;</p> <p><em>This article was originally published by Nitin Mistry on 6th August 2013 at&nbsp;http://www.marketingmag.com.au/blogs/is-the-internet-a-creativity-killer-43289/#.UggxgdL-FAI</em></p> http://www.pria.com.au/priablog/is-the-internet-a-creativity-killer http://www.pria.com.au/priablog/is-the-internet-a-creativity-killer Thu, Aug 22 2013 The Accidental Narcissist And The Future Of [Connected] Customer Engag <p><img alt="" src="/sb_cache/priablog/id/2034/f/The-only-acceptable-duckface.jpg" style="width: 350px; height: 443px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p><br /> View the original article <a href="http://www.briansolis.com/2013/08/the-accidental-narcissist-and-the-future-of-connected-customer-engagement/">here</a></p> <p>Have you ever noticed that your Facebook News Feed is the digital equivalent to &ldquo;It&rsquo;s a Wonderful Life?&rdquo; Perhaps you&rsquo;ve likened your Instagram stream to that of&nbsp; &ldquo;Lifestyles of the Digital Rich and Internet Famous.&rdquo;</p> <p>In each network, and across multiple social streams, you&rsquo;re fed a visual buffet of seflies, travel, food, fashion, and celebrations. In assemblage, they tell the story of life well lived, or at least a life well curated. At the center of each of these experiences is the person living and sharing them in real time.&nbsp; Every day that passes, it seems that a growing network of our friends, family, and colleagues are charmed with this picturesque life.</p> <p>Some may see this behavior as self-centered, self-promotional, or view it as a form of attention seeking, but at a human level, it&rsquo;s simply a new form of self-expression and an open invitation to interact.</p> <p>But who are we kidding? It&rsquo;s not just everyone else, we might as well be talking about ourselves.&nbsp; It&rsquo;s a social world after all and shared experiences are the epicenter of a growing majority of engagement. As such, we&rsquo;re introduced to a new law of social physics, if you will, where for every action there is an equal or greater reaction. The truth is that social sharing is part self-expression and also part provocation. People share to communicate who they are or who they want to be, while concurrently hoping to incite a reaction that validates or substantiates their intended online persona.</p> <p>This phenomenon may seem like a personal discussion, but I can assure you that it has everything to do with your business.</p> <p>I&rsquo;d like to officially introduce you to your&nbsp;<a href="http://blog.hubspot.com/brian-solis-wtf-future-of-business-im-hspr">connected customer</a>. I believe it&rsquo;s about time we get to know the connected set to better understand how to engage them in social and mobile networks now and throughout the entire customer lifecycle.</p> <p>It&rsquo;s all about you and me&hellip;but mostly me</p> <p>If you&rsquo;re reading this, then you&rsquo;re most likely the very person you&rsquo;re trying to reach. You&rsquo;re connected, always on, unabashedly multitasking, and living across multiple screens each and every day. You live a digital lifestyle and without realizing it, you and others like you, are gradually exhibiting slivers of narcissism. Believe me, I say this with the utmost discretion. You can&rsquo;t help it of course. These networks prompt you to share your world, your way, all day, every day. And each time we do, we contribute to our &ldquo;egosystem,&rdquo; where we are the center of our own digital universe. Experiences and engagement represent the orbits that bring us together.</p> <p>Let&rsquo;s visit planet Facebook and its orbiting moon Instagram for a moment. Facebook is now home to over one billion digital denizens. To put that in perspective, that&rsquo;s roughly about 12 percent of planet Earth. Instagram is a fledgling digital society in its own right. At 100 million residents and counting, a culture of sharing one&rsquo;s experiences is further enhanced by the ability to instantly enhance them with a creative filter, broadcast them across multiple networks, and earn the attention and reaction of a boundless and seemingly idle audience.</p> <p>The question is, if everyone is busy sharing content, then who is consuming it? This is also the law of social attraction. It&rsquo;s a reciprocal relationship where to earn reactions, one must equally or progressively react. How do you do that if the real-time web moves in real-time?</p> <p>The age of prevalence</p> <p>Understanding digital behavior has never known greater importance. As it evolves,&nbsp; we need to appreciate its velocity and impact. For example, on Facebook, conversations lose momentum in an hour, give or take. The reason for this is because people consume until they create. As they create, expectations shift as characteristics of narcissism take over. What about Instagram? Allow me to share some revealing behavioral stats that will make you say &ldquo;Wow.&rdquo;</p> <p><a href="http://statigr.am/">Statigram&nbsp;</a>is a third-party tool that tracks activity on Instagram. According to a fascinating article in&nbsp;pdn(Photo District News) written by Kathleen Hay, Statigram tracked the number of photos tagged &ldquo;selfie,&rdquo; social slang for self-portrait (yes, that&rsquo;s a thing.) At 11 p.m. PST on December 28, 2012, the number of selfies numbered at a noteworthy 5.5 million. The egosystem wouldn&rsquo;t be the same without the &ldquo;me&rdquo; in social media. At the same time, photos tagged &lsquo;me&rsquo; completely eclipsed &ldquo;selfie&rdquo; with a staggering 72.6 million self-portraits. Added together, you start to get the picture of just how prominent the egosystem is becoming.</p> <p>In the article, Hay introduces us to Dr. Jean M. Twenge, Ph.D. Professor of Psychology and author ofGeneration Me and co-author of&nbsp;The Narcissism Epidemic: Living in the Age of Entitlement. The titles alone convey that connected consumerism is nothing like the conventional customers you once knew. To better understand the crux of&nbsp;selfies&nbsp;and the digital &ldquo;me,&rdquo; Twenge explains that at the core of narcissism is this invention or aspiration that people are better or more important than in reality. In the digital realm however, perception&nbsp;is&nbsp;reality.</p> <p>Agree or disagree, this is your connected customer. And in many ways, you and those you know are among them.</p> <p>How can you re-imagine your engagement strategies to align with and inspire the &ldquo;me&rdquo; in social media? How does &mdash; or how can &mdash; your brand evoke an experience that elicits self-expression? And how will your brand become part of the egosystem and create a gravitational pull for others to orbit?</p> <p>&nbsp;</p> <p><em>This article was originally published by Brian Solis on 7th August 2013 at&nbsp;http://www.briansolis.com/2013/08/the-accidental-narcissist-and-the-future-of-connected-customer-engagement/ &nbsp;&nbsp;This article was re-published with permission.</em></p> http://www.pria.com.au/priablog/the-accidental-narcissist-and-the-future-of-connected-customer-engagem http://www.pria.com.au/priablog/the-accidental-narcissist-and-the-future-of-connected-customer-engagem Wed, Aug 21 2013 Social media and not-for-profits : Three important findings <p><strong>Karen Sutherland MPRIA</strong></p> <p>Monash University</p> <p><strong>@kesutherland777</strong></p> <p>I&rsquo;m about 18 months into my doctoral thesis at Monash University where I am exploring how not-for-profit organisations are using social media compared with what their donors, supporters and volunteers actually want. Obviously, as there are an estimated 600,000 not-for-profit organisations in the sector in Australia, I have had to narrow my research focus down considerably. To do this I have concentrated on youth homelessness charities in Victoria.</p> <p>I have been interviewing the public relations, communications and marketing professionals who look after the social media requirements for each of the six organisations in my study.&nbsp; While it is too early to speak specifically about my findings, there are definitely some common themes coming out of this research that can apply to other organisations in the not-for-profit sector, but also to organisations more widely.</p> <p>Here are the top three themes that are becoming apparent in my study:</p> <p>1.The need for a dedicated resource for social media</p> <p>The organisations in my study vary very much in size. The larger organisations have quite recently employed a staff member specifically dedicated to social media and to building relationships online with donors, supporters and volunteers. The smaller organisations that do not have a dedicated resource for social media have all identified how much they wished that they had one. The organisations with the resource have definitely noticed the benefits in terms of having someone constantly working on strategy, content, monitoring and being able to get back to their organisation&rsquo;s social media followers in a timely way. Often, in the smaller organisations, social media is yet another responsibility given to one or two staff members who already have so much to do. Therefore, it can be a much more difficult and slower process to reap the benefits of social media when only limited resources are available to support it.</p> <p>2.Senior management slowing down the process</p> <p>My research is showing that while social media is now seen as a much more important and necessary communication tool; work remains in getting senior management and the board not only onside, but understanding the importance of the real time aspect of social media. It seems that those responsible for social media are usually trusted to produce appropriate content, however, sometimes a sensitive issue may arise that requires official sign off from senior management. It is in these instances that prompt reactions must occur to ensure that the issue is dealt with before it explodes both on social media and then quite often into traditional media as well. In terms of social media, time really is of the essence and trying to get senior management to understand this is proving to be challenging.</p> <p>3.Integrating social and traditional media</p> <p>Many of the organisations in my study work extremely hard to ensure that the content and messages being sent out in traditional media are also reflected in their social media profiles. This could be as simple as posting or tweeting an article that appeared in a major daily or an upcoming television appearance to changing the look of their profile to keep it consistent with a current advertising campaign. Those organisations with dedicated social media resources generally work very closely with those devoted to traditional media to ensure that that continuity prevails.</p> <p>These are just a few of my general findings so far. I have also surveyed close to 180 people regarding their attitudes and habits in relation to social media, charities and the way they preferred to be communicated with. The next part of my research involves interviewing some of those people who interact with youth homelessness charities on social media to see what resonates with them and what turns them away. If you know of any suitable interviewees, please don&rsquo;t hesitate to drop me a line at: <a href="mailto:Karen.sutherland@monash.edu?subject=PRIA%20Blog%20Query">Karen.sutherland@monash.edu</a>. &nbsp;I hope at the end of this journey that I will be able to provide some new knowledge (or confirm what we already knew) to assist not-for-profit organisations using social media.</p> <p><strong>The juicy details:</strong></p> <p><strong>Date:</strong>&nbsp;Friday, 6 September 2013</p> <p><strong>Venue:&nbsp;</strong>Arts Centre, Melbourne</p> <p><strong>Social Media&nbsp;Master Class:</strong>&nbsp;With Joy&nbsp;Toose,&nbsp;ntegrity&nbsp;from 10.30am-12.30pm</p> <p>Cost $50</p> <p><strong>Forum:&nbsp;</strong>12.30-4.30pm</p> <p>$100&nbsp;PRIA&nbsp;member</p> <p>$150 non-member</p> <p><strong>Speakers:</strong>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;</p> <p>&middot;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;Lina&nbsp;Caneva&nbsp;-&nbsp;Managing Editor&nbsp;Pro&nbsp;Bono&nbsp;Australia</p> <p>&middot;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;Rhod&nbsp;Ellis-Jones,&nbsp;Founder,&nbsp;Shared Value Project</p> <p>&middot;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Lauren O&rsquo;Connor,&nbsp;Global Communications Coordinator,&nbsp;Global Poverty Project</p> <p>&middot;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;Richenda&nbsp;Vermeulen,&nbsp;Director&nbsp;ntegrity</p> <p>&middot;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; ​Simon Robinson, Director - Corporate Community Investment, Haystac</p> <p>&middot;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Lin Hatfield Dodds, National Director, UnitingCare Australia</p> <p>&middot; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Warwick&nbsp;Ponder, Corporate Communications Manager,&nbsp;eftpos&nbsp;Australia​</p> <p>&middot; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Christine Bolt, General Manager Communications. Alzheimer&#39;s Australia</p> <p><a href="http://www.pria.com.au/training/event/pria-victoria-not-for-profit-half-day-forum"><img alt="" src="/sb_cache/priablog/id/2054/f/Register.jpg" style="width: 227px; height: 75px;" /></a></p> http://www.pria.com.au/priablog/social-media-and-not-for-profits-three-important-findings http://www.pria.com.au/priablog/social-media-and-not-for-profits-three-important-findings Wed, Aug 21 2013 What a company logo says about your brand <p>A truly great company logo becomes synonymous with its identity. Think about the McDonald&rsquo;s golden arches, Apple&rsquo;s apple, Coca-Cola&rsquo;s cursive typeface, Nike&rsquo;s swoosh and all the other iconic brand images that you remember.&nbsp;<br /> <br /> But what does a logo say about your company?&nbsp;<br /> <br /> For Yahoo, changing its longtime logo (its asymmetrical &ldquo;Y&rdquo; with a leaning exclamation point) is a way to signify a new way forward.&nbsp;<br /> <br /> This marks the first time in 18 years that Yahoo will overhaul its logo. It&rsquo;s part of the company&rsquo;s &quot;30 days of change&quot; marketing campaign, during which it will display one potential logo option on its various sites each day for the next 30 days before the final version is revealed Sept. 5.&nbsp;</p> <p>&quot;The logo is your calling card, identity, manifestation,&quot; Chief Marketing Officer Kathy Savitt told&nbsp;<a href="http://www.usatoday.com/story/tech/2013/08/06/yahoo-is-getting-a-new-logo/2617033/">USA Today</a>. &quot;The Yahoo logo is iconic; some people love it, some people hate it. We decided to change it, to reflect new products &hellip; and depict our next chapter.&quot;&nbsp;<br /> <br /> For more on what a logo means to a company, check out&nbsp;<a href="http://visual.ly/what-does-your-logo-say-about-your-business">this infographic</a>&nbsp;designed by 123Print:&nbsp;</p> <p>&nbsp;</p> <p><img alt="" src="/sb_cache/priablog/id/2032/f/what-does-your-logo-say-about-your-business.jpg" style="width: 400px; height: 1555px;" /></p> <p><em>This article was originally published by Kevin Allen on 9th August 2013 at&nbsp;http://www.prdaily.com/marketing/Articles/14990.aspx</em></p> http://www.pria.com.au/priablog/what-a-company-logo-says-about-your-brand http://www.pria.com.au/priablog/what-a-company-logo-says-about-your-brand Tue, Aug 20 2013 Donât Underestimate the Power of Your Words <p><img alt="" src="/sb_cache/priablog/id/2028/f/words.jpg" style="width: 276px; height: 182px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>There&rsquo;s something every PR pro out there needs to hear. It&rsquo;s a message that seems obvious when you hear it but many forget it in their day to day work. What all of us need to be reminded of is every word you say and write could completely change your life and your business.</p> <p>[Stop_wasting_words] See? It doesn&rsquo;t sound all that revolutionary. In fact, that message is one of the most obvious things you could say to a PR pro. However, as I mentioned, it&rsquo;s also something we forget every day. Even the best of us let it slip our minds from time to time that what we say and write can greatly impact peoples&rsquo; lives.</p> <p>While we jump from press release to Facebook post to phone call to email, words can become lost in the shuffle. All it takes is one little word, though, and you have a tough road ahead.</p> <p>One Little Word&nbsp;</p> <p>Have you seen those &ldquo;Don&rsquo;t text and drive&rdquo; commercials? They feature the loved ones of drivers who decided to text and drive but got into a crash and died before they could send or receive their last message. It&rsquo;s usually something as banal as &ldquo;ok&rdquo; or &ldquo;where r.&rdquo;</p> <p>The commercials may be a little dramatic to some but they do a great job of showing how important little words are. You want your last words to be something profound and important but you never know when you&rsquo;ll be interrupted before you can get your full message across.</p> <p>Just think of someone in a similar situation who was having a fight with a loved one. They would never get the chance to clarify what they meant or to apologize. This is why it&rsquo;s important to be careful about what you say ALL the time.</p> <p>All it takes is one little word to set someone off down the wrong path. If you&rsquo;re not careful you could inadvertently drive someone &ndash; such as a customer or potential customer &ndash; away, and if that&rsquo;s your last interaction they&rsquo;ll never come back.</p> <p>Think a Minute</p> <p>Responding to angry comments can quickly lead to saying or typing out something you really shouldn&rsquo;t say. The Internet is full of &ldquo;man, I really should not have said that&rdquo; moments that nobody can take back. Once something is out there, it&rsquo;s out there, often forever.</p> <p>That&rsquo;s why it&rsquo;s important to take a minute and think about what you&rsquo;re going to say. Sometimes I&rsquo;m guilty of going to the extreme with this and just staying silent at certain times. However, the alternative was to accidentally say something that irritated thousands of people, so it&rsquo;s a gamble I&rsquo;m willing to take. As President &ldquo;Silent Cal&rdquo; Coolidge reportedly opined, &ldquo;I&rsquo;ve never been hurt by what I haven&rsquo;t said.&rdquo;</p> <p>We&rsquo;ve all typed up an email and deleted it so we can retype it and so on and so forth. Try to use this editing system in everything you type and say. Consider if it will potentially offend someone or be misconstrued in some way. If there&rsquo;s any doubt in your mind, it&rsquo;s likely someone will take it the wrong way. Your words have more power than you know, and misusing them can get you in some real trouble!</p> <p>&nbsp;</p> <p><em>This article was originally published by Mickie Kennedy on 8th August 2013 at&nbsp;http://www.ereleases.com/prfuel/dont-underestimate-the-power-of-your-words/</em></p> http://www.pria.com.au/priablog/dont-underestimate-the-power-of-your-words http://www.pria.com.au/priablog/dont-underestimate-the-power-of-your-words Mon, Aug 19 2013 7 Common Proofreading Mistakes in Press Releases <p><img alt="" src="/sb_cache/priablog/id/2026/f/proofread.jpg" style="width: 225px; height: 225px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>It may look easy, but it&rsquo;s not. Crafting that perfect press release can take hours. Now imagine this: you spend hours and you finally have it worded exactly the way you want it. You send it off and cross your fingers hoping to get some good coverage.</p> <p>But then you reread it. And guess what? You notice you made all sorts of mistakes with your proofreading. Your shoulders slump and you slap your palm to your forehead, realizing that you just wasted lots of time and money.</p> <p>Save yourself all the heartache by avoiding these common press release proofreading mistakes:</p> <p>Names are misspelled&nbsp;&ndash; Why is this such a common mistake? Well, simply put, spell check won&rsquo;t pick up mistakes with names. So you could spell someone&rsquo;s name 3 different ways in your press release, hit the spell check button, and be none the wiser.<br /> <br /> Mixing up homophones&nbsp;&ndash; Homophones are words that sound alike but are spelled differently and have different meanings. For example:&nbsp;to, too,&nbsp;and&nbsp;two.&nbsp;Each of these has very different meanings, but it would be easy to forget which is which. And again, the ever-helpful spell check will not pick up an error in homophones every time because, well, they are all real words.<br /> <br /> Using an apostrophe with&nbsp;its&nbsp;&ndash; It&rsquo;s one of the hardest rules to remember. When should you use an apostrophe in reference to the word&nbsp;its? Usually an apostrophe is used to show possession and to aid with a contraction. But it&rsquo;s different in this case. Use the apostrophe to say &ldquo;it is&rdquo; and leave out the apostrophe for the possessive form.<br /> <br /> Broken URLs&nbsp;&ndash; If your press release contains links, make sure you check to see the URLs are spelled correctly and they go to the right destination when you click through. What&rsquo;s worse than reading something only to click on a non-working link?<br /> <br /> Not fact checking&nbsp;&ndash; Remember, a press release is supposed to deliver news. And good news should be founded in fact. But what happens if you send out a release filled with mistruths? Or how about even just one small error that involves skewing important data? Well, you can count on it ending up in the trash can along with your credibility.<br /> <br /> Misplaced keywords&nbsp;&ndash; In the world of SEO, you may find yourself desperately trying to get those keywords in there. As well you should. However, when you&rsquo;re proofreading, make sure it sounds natural. The keywords will do you little good if your press release sounds terrible because of them.<br /> <br /> Not having someone else look over it&nbsp;&ndash; The number one rule to proofreading is get a second set of eyes on the job. The bottom line here is that we do not catch all our own mistakes. It&rsquo;s practically impossible. Get a fresh set of eyes to take a look.</p> <p>Writing your press release is only half the job. Make sure it is proofread properly so you will have the best chance of being taken seriously!</p> <p>&nbsp;</p> <p><em>This article was originally published by Mickie Kennedy at&nbsp;http://www.ereleases.com/prfuel/7-common-proofreading-mistakes-in-press-releases/</em></p> http://www.pria.com.au/priablog/7-common-proofreading-mistakes-in-press-releases http://www.pria.com.au/priablog/7-common-proofreading-mistakes-in-press-releases Fri, Aug 16 2013 Four Tips for Better Media Pitching <p><img alt="" src="/sb_cache/priablog/id/2022/f/sweat.jpg" style="width: 234px; height: 216px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>Every public relations professional has his/her own quirks and style when crafting a pitch to the media (as they should). With one&rsquo;s individuality, however, there should also be a method to the madness. Here are four tips that you should keep in mind while pitching:</p> <p>Be targeted&nbsp;&ndash; One of the worst possible mistakes that you can make while pitching is to blind pitch, and by that I mean, send out to everyone&nbsp;and&nbsp;their mother. Pitches should be tailored to specific industries and writers that cover certain beats. It is important to have a strategy and know who your target audience is. &nbsp;<br /> &nbsp;<br /> Be relevant&nbsp;&ndash;Pitching may be the name of the game, but getting newsworthy coverage for your client is the homerun. Forget the phrase &ldquo;All publicity is good publicity&rdquo; and remember that it is important to carefully pick and choose what you want to promote. You are sending story ideas to be in the news, so it should be newsworthy.<br /> &nbsp;<br /> Get to the point&ndash; This is not the time for flowery language or &ldquo;fluff.&rdquo; &nbsp;You are&nbsp;not&nbsp;Charles Dickens and do not get paid per word. (Disclaimer &ndash; I know that this is a myth, but you still catch my drift.) Most likely you are sending a story idea, and communicating that idea to a journalist as clearly as possible is important. In order for them to use your story idea and/or source, they have to understand it. &nbsp;(Ironically, this is the longest tip; maybe I should take my own advice.)<br /> &nbsp;<br /> Be persistent&nbsp;&ndash; Follow up. Follow up. Follow up. Keep the conversation going and don&rsquo;t let your good idea get buried in an inbox. Showing your interest and offering to answer questions or clear any confusion demonstrates that you are helpful and easy to work with. Journalists are eternally grateful for anything you can do to make their job less hectic.</p> <p>Follow these four tips and while I can&rsquo;t guarantee you&rsquo;ll get your pitches accepted, you&rsquo;ll have a much better chance of landing them and that can make all the difference.</p> <p>&nbsp;</p> <p><em>This article was originally published by&nbsp;Lyndsey Lewis on 21st June 2013 at&nbsp;http://www.markstein.co/blog/four-tips-for-better-media-pitching</em></p> http://www.pria.com.au/priablog/four-tips-for-better-media-pitching http://www.pria.com.au/priablog/four-tips-for-better-media-pitching Thu, Aug 15 2013 Inside: Q&A with Yianni <p><strong><span style="font-size:12px;"><span style="line-height: 1.5em;">1. How has technology changed the way you communicate?</span></span></strong></p> <p>I no longer actually use the telephone. I am having most of my &quot;calls&quot; actually be video interactions where I can see who I am &quot;talking&quot; to. I have an&nbsp;iphone&nbsp;so this is really easy using&nbsp;Facetime, but for those friends and family who are not with Apple, I use Skype. I also use&nbsp;WhatsApp&nbsp;to text globally at no cost.</p> <p><strong>2. How do you and your team manage issues before they turn into crisis?</strong></p> <p>We&#39;ve set up listening posts and early warning systems to raise issues before they turn into full blown&nbsp;crisises&nbsp;mode.</p> <p><strong>3. In the event of a crisis, what is the first step to managing it?</strong></p> <p>Trying to identify which influences,&nbsp;bloggers, and&nbsp;sper-advocates&nbsp;we&#39;ve cultivated that can be activated to push out our message&nbsp;independtly&nbsp;of our asking</p> <p><strong>4. Where do you see the role of&nbsp;c-suite&nbsp;nowadays?</strong></p> <p>The role of the&nbsp;c-suite&nbsp;in my view is to do three things: 1) to set the strategic direction of an&nbsp;organization&nbsp;and to clearly and&nbsp;transpartently&nbsp;articulate to all levels of staff how that strategy is tactically achieved. 2) To really serve as trusted advisors both internally across the&nbsp;organization&nbsp;to ensure that objectives are delivered upon, but even more importantly with key clients and new leads so as to reinforce the premise that the&nbsp;organization&nbsp;understands the customer; and 3) to really be a beacon of stability, admiration, and engagement throughout the&nbsp;organization&nbsp;so that all levels understand how their daily activities are pushing the enterprise forward.</p> <p><strong>5. If you had to leave your house in a rush, what is the one thing you couldn&rsquo;t leave without or leave without doing?</strong></p> <p>My&nbsp;iphone&nbsp;&hellip;. it is my clock, my telephone,&nbsp;rolodex, my camera, my social media link, my&nbsp;wifi&nbsp;hotspot, my navigator, and so much more. On days that I do forget it at the house, I feel much less productive.</p> <p><strong>6. What is your favourite thing about being a communicator?</strong></p> <p>Always having something to say &hellip; or said another way, always thinking about how to have my clients in the conversation.</p> <p><strong>7. How do you and your team use social media?</strong></p> <p>To push out relevant content, but also to engage with&nbsp;eachother, leads, and clients.</p> <p><strong>8. How do you create campaigns that utilise all communication channels?</strong></p> <p>By starting with what is the common thread that keeps all of the channels coordinated. It isn&#39;t about channel any more, it is all about the coordination of message.</p> <p><strong>9. If your budget was cut and you could spend it on one thing what would it be?</strong></p> <p>listening,&nbsp;analytics, and&nbsp;optimization&nbsp;software.</p> <p><strong>10. Can you give us a sneak peak at what you are hoping to touch on in November?</strong></p> <p>The shift to visual content &hellip;. and our roles as communications agencies to understand what content is, who should create it, who should curate it, and how it should be&nbsp;deploed.</p> <p><strong>11. What will attendees expect to hear from during your presentation?</strong></p> <p>Best&nbsp;practice&nbsp;on trends in social media and how social is able to unlock enterprise level value and insight.</p> <p><strong>12. Have you been to Adelaide before, if so what&rsquo;s been your favourite place to visit/thing to do/place to eat/memory of a past holiday?</strong></p> <p>No &hellip; first time. Very much looking forward to it!</p> <p><strong>About the 2013 PRIA&nbsp;National Conference&nbsp;</strong></p> <p>South Australia will be hosting the 2013 National Conference on the 17th&nbsp;- 19th of November. Held every year, the forum brings the nation&rsquo;s leading communicators together to present new methods and research, and ideas in the field of professional communication.</p> <p><a href="https://ei.im.com.au/ei/getdemo.ei?id=707&amp;s=_FW40ZI7FN"><img alt="" src="/sb_cache/priablog/id/2042/f/Register.jpg" style="width: 222px; height: 76px;" /></a></p> <p><strong>About Yanni</strong></p> <p><span style="font-size:11px;">Yianni Konstantopoulos,&nbsp;<span style="line-height: 1.5em;">Social@Ogilvy</span></span></p> <p>Yianni joins the Social@Ogilvy team from Washington DC and brings with him over a decade of demonstrating impact in business development, digital strategy execution, team leadership, and strategic marketing experience. In his most recent role, he served as a senior member of the strategy and business development team at Blue State Digital, the world-renown digital strategy and engagement firm most well-known for its work on both President Barack Obama&#39;s election campaigns.</p> <p>Yianni is a graduate of the George Washington University. When not busy driving client initiatives, he can be found outside travelling with his wife Lisa, coaching the FC Spartan Glory soccer club, training for marathons, or just playing with the couple&#39;s dog, Apollo. He&#39;s also known to experiment wildly in their kitchen. Yianni arrived in Sydney as of early July and has enjoyed exploring his new city and working with his team.&nbsp;​</p> http://www.pria.com.au/priablog/inside-qa-with-yianni http://www.pria.com.au/priablog/inside-qa-with-yianni Thu, Aug 15 2013 10 ways meeting are dumbing us down <p><img alt="" src="/sb_cache/priablog/id/2020/f/stupid.jpg" style="width: 259px; height: 194px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>Meetings make us stupid.&nbsp;<br /> <br /> You&rsquo;ve long suspected that, but&nbsp;research from Virginia Tech&nbsp;offers affirmation.&nbsp;<br /> <br /> According to the 2012 study, people in groups struggle to solve the same kinds of problems they are fully capable of solving on their own.<br /> <br /> The researchers investigated how information about social status and perceptions of social status affected the ability to solve problems. Comparing yourself negatively against others&mdash;as might occur in a brainstorming meeting in which everyone shares his or her ideas&mdash;alters the way your brain processes information, and it decreases your ability to solve problems.&nbsp;<br /> <br /> Setting aside the social status aspect, here are some other reasons meetings are making us stupid:</p> <p>1. Why are we here?&nbsp;This occurs when there is no clear reason for the meeting. Perhaps the meeting request was ambiguous or the meeting facilitator jumps right in and fails to state the objective of the meeting.&nbsp;<br /> <br /> 2. Invariably, someone is late or unprepared.&nbsp;You show up on time to the meeting, but the facilitator is still setting up the projector. All you can think about is how much work you have to do when you get back to your desk.&nbsp;<br /> <br /> 3. People are afraid to say what&rsquo;s on their minds.&nbsp;This, again, relates to social status, as we fear public criticism or conflict.&nbsp;<br /> <br /> 4. Attendees have their own agendas.&nbsp;The facilitator says he called the meeting to solicit opinions, but it&rsquo;s quite clear to everyone in the room that he already has made up his mind.&nbsp;<br /> <br /> 5. People repeat themselves.&nbsp;Either for emphasis or as a strong-arm tactic, attendees keep hearing about the same issues. The issues are talked to death, and no real solutions are offered.&nbsp;<br /> <br /> 6. Can we take this offline?&nbsp;This occurs when two attendees discuss an issue that pertains only to them and not to the rest of the group. This is a colossal waste of everyone else&rsquo;s time.&nbsp;<br /> <br /> 7. Someone won&rsquo;t stop talking.&nbsp;We&rsquo;ve all been in meetings in which one person dominates the proceedings. When others try to get a word in, they are shushed and told to wait their turn.&nbsp;<br /> <br /> 8. PowerPoint read-along.&nbsp;The presenter stands up and simply reads the PowerPoint slides. He or she may also provide everyone with a copy of the slides so they can read along, too.&nbsp;<br /> <br /> 9. The venue itself.&nbsp;The meeting room is either too hot or too cold. It&rsquo;s too bright to see the screen, or the slides are blurry. The projector stops working, or the Internet goes down.&nbsp;<br /> <br /> 10. People stop listening, for any of the above reasons.&nbsp;</p> <p>&nbsp;</p> <p><em>This article was originally published by&nbsp;Laura Hale Brockway on 8th August at&nbsp;http://www.prdaily.com/Main/Articles/14972.aspx</em></p> http://www.pria.com.au/priablog/10-ways-meeting-are-dumbing-us-down http://www.pria.com.au/priablog/10-ways-meeting-are-dumbing-us-down Wed, Aug 14 2013 PR Disaster Scenarios That Can Actually Beâ¦Helpful? <p><img alt="" src="/sb_cache/priablog/id/2018/f/disaster.jpg" style="width: 253px; height: 199px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>PR Disaster Scenarios That Can Actually Be&hellip;Helpful?</p> <p>We&rsquo;ve all heard our older, wiser mentors tell us that errors and failures are just a learning experience in disguise. But, boy is that the last thing you want to hear that when you&rsquo;re smack in the middle of a PR disaster!</p> <p>Fortunately, as with most things in life, our elders are right. Read this post for a little perspective the next time a PR disaster strikes.</p> <p>The Social Media Troll</p> <p>Anybody who has worked in PR for any length of time has experienced him &ndash; the social media troll who hates your business and just won&rsquo;t be appeased. He&rsquo;ll show up on Twitter, Facebook, Planet Feedback, and even Ravelry, the social network for knitters (of all places), complaining about your company. You&rsquo;ve tried to appease him with gift certificates, but nothing works.</p> <p>What would grandma say? Ignore him. And she&rsquo;s right. There are some people there&rsquo;s no reasoning with, and if this internet troll has rebuffed your good-natured attempts to rectify his hatred for your company, you&rsquo;ve done what you can do. Unfortunately, internet trolls can follow you from forum to forum, and other members of your audience can read what he has to say. Fortunately, internet trolls generally show their true colors pretty quickly, and your average internet citizen has a pretty sharp troll-detection-sense.</p> <p>The Company Gaffe</p> <p>This PR disaster can be much harder to handle than the random internet troll, mainly because of the guilt associated &ndash; you messed up! You know it&rsquo;s your fault! Maybe you insulted a freelance writer you stole content from, like Cook&rsquo;s Source Magazine, or maybe you complained about your difficult life while your oil well gushed animal and economy-killing oil into the gulf, like BP CEO Tony Hayward. Either way, you goofed.</p> <p>What would grandma say? Do better next time. Fortunately, grandma loves you and is willing to give you a second chance, even if she may be disappointed in you for a while. The same goes with your audience. Keep calm, carry on and exhibit your best behavior from now on. It works with grandma, and it will work with your audience, too.</p> <p>&nbsp;</p> <p><em>This article was originally published by Mickie Kennedy at&nbsp;http://www.ereleases.com/prfuel/pr-disaster-scenarios-that-can-actually-be%E2%80%A6helpful/</em></p> http://www.pria.com.au/priablog/pr-disaster-scenarios-that-can-actually-behelpful http://www.pria.com.au/priablog/pr-disaster-scenarios-that-can-actually-behelpful Tue, Aug 13 2013 PRIA jumps into the NFP space in Victoria <h2 class="statement" style="text-align: center;">The Public Relations Institute of Australia jumps into the NFP space</h2> <p>The Public Relations Institute of Australia (PRIA) is hosting its first ever Not-for-Profit half-day Forum in Victoria on Friday, 6 September 2013 at the Arts Centre, Melbourne. Public Relations have increasingly been playing a more significant role in the not-for-profit sector. This conference will utilise half a day, looking into the role of public relations in the not-for-profit sector and also challenges faced while working in the area.</p> <p>Clearly, public relations professionals play a fundamental role in the not-for-profit sector. Often with miniscule budgets, it is the PR person or team responsible for creating, nurturing and maintaining the strong positive relationships on which their organisation relies for its very survival. Not-for-profit public relations can at times be likened to alchemy; the creation of miracles from next to nothing.</p> <p>PRIA has listened closely to its members regarding the many challenges currently facing the not-for-profit sector and we want to help. We understand that budgets are tight, so we have tried our best to create an event at a reduced cost, while responding to the topics that members from the not-for-profit sector have told us they want to hear about.</p> <p>We have a program packed with topics ranging from social media, finding your organisation&rsquo;s voice, to media, to shared value and social impact presented by leaders from the sector. &nbsp;Each session will focus on a case study so that you can really break down and digest what others have done and how they have done it. There is also an amazing social media Master Class with Joy Toose from ntegrity and lots of opportunities to network with fellow PR professional from the not-for-profit sector.</p> <p>Individuals and teams with a spectrum of skills and experience will each gain something worthwhile from this amazing event. This is a rare opportunity for PR practitioners from the not-for-profit sector to come together to share, learn, and connect for a day.</p> <p><strong>The juicy details:</strong></p> <p><strong>Date: </strong>Friday, 6 September 2013</p> <p><strong>Venue:&nbsp;</strong>Arts Centre, Melbourne</p> <p><strong>Social Media&nbsp;Master Class: </strong>With Joy Toose, <a href="http://ntegrity.com.au/">ntegrity</a> from 10.30am-12.30pm</p> <ul><li>Cost $50</li> </ul> <p><strong>Forum:&nbsp;</strong>12.30-4.30pm</p> <ul><li><p>$100&nbsp;PRIA&nbsp;member</p> </li> <li><p>$150 non-member</p> </li> </ul> <p><strong>Speakers:</strong>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;</p> <p>&middot;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Lina&nbsp;Caneva&nbsp;-&nbsp;Managing Editor&nbsp;Pro Bono Australia</p> <p>&middot;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Rhod&nbsp;Ellis-Jones,&nbsp;Founder,&nbsp;Shared Value Project</p> <p>&middot;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Lauren O&rsquo;Connor,&nbsp;Global Communications Coordinator,&nbsp;Global Poverty Project</p> <p>&middot;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Richenda&nbsp;Vermeulen,&nbsp;Director&nbsp;ntegrity</p> <p>&middot;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; ​Simon Robinson, Director - Corporate Community Investment, Haystac</p> <p>&middot;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Lin Hatfield Dodds, National Director, UnitingCare Australia</p> <p>&middot; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Warwick Ponder, Corporate Communications Manager, eftpos&nbsp;Australia​</p> <p><a href="http://www.pria.com.au/training/event/pria-victoria-not-for-profit-half-day-forum"><img alt="" src="/sb_cache/priablog/id/2024/f/Click here to register.jpg" style="width: 200px; height: 37px;" /></a></p> http://www.pria.com.au/priablog/pria-jumps-into-the-nfp-space-in-victoria http://www.pria.com.au/priablog/pria-jumps-into-the-nfp-space-in-victoria Tue, Aug 13 2013 6 Things to Consider Before Starting a PR Agency <p><img alt="" src="/sb_cache/priablog/id/2016/f/start up.jpg" style="width: 260px; height: 194px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>Sole traders in the PR Industry are popping up all over the place, practically every day. While I 100% whole-heartedly support entrepreneurial endeavour, there are many things to consider before taking the leap into PR biz world...<br /> <br /> 1. Get A LOT of experience first<br /> It seems most newbies are gaining an average of just 3 years PR agency experience before delving into their own enterprise. I don&#39;t believe this is enough, but it could simply be down to the chutzpah of Gen Y (as a Gen X&#39;er, I had 7 years experience before freelancing which I thought was quite radical at the time).&nbsp;<br /> <br /> The most extreme I&#39;ve seen of&nbsp; the many calling for my advice on starting their own biz, was a girl who stated her breadth of experience was running&nbsp;an event and a PR campaign. Yup - just ONE of each. When I kindly suggested she perhaps gain some more on-the-job knowledge - she became indignant and more gung-ho than ever. While I respect ballsiness, I just couldn&#39;t in this case.&nbsp;<br /> <br /> Perhaps if I&#39;d gone straight for her ego she may have listened? Here goes:&nbsp;Make all your mistakes on somebody else&#39;s time.&nbsp;Because trust me, you want to be making as few mistakes as possible when it&#39;s your name plastered all over the work, your investment on the line and your reputation on the chopping block. In the immortal words of Mr Miyagi:First learn stand, then learn fly, grasshopper.&nbsp;<br /> <br /> 2. Clients before business cards<br /> Or&nbsp;business before business plan&nbsp;- or&nbsp;dining table before office. Whatever way you look at it, see if you can get any clients first, and if you can do a good job - BEFORE you outlay any money on business cards, a website, office rent or kill yourself writing a 10,000 word business plan manifesto. This is why freelancing is a great middle ground between employment and your own actual business. (kinda the way Carrie describes bisexuality being a layover on the way to Gaytown...)<br /> <br /> Stop and smell the roses in freelancing world for a while. Dip your feet in. Paddle around. It&#39;s the most inexpensive way to work out if starting your own business is actually going to work. FYI I freelanced for 6 months before my business organically grew from there once I was quite literally working full-time for myself. I never forced anything.<br /> <br /> 3. Get a mentor<br /> Now that you won&#39;t have a boss or superiors who&#39;ve been around longer than you and know their stuff, getting a mentor is ESSENTIAL. I was lucky enough to have two. Your mentor should be someone who has excelled in the field, someone you admire, and someone who is happy to take your&nbsp;&#39;this client just asked me xyz what the hell should I do??!&#39;&nbsp;calls. Preferably not every day.<br /> <br /> 4. Get an accountant<br /> Oh, those dreamy pay days where you worked a fortnight and money magically appeared in your account and you didn&#39;t have to do anything else. And I bet the only stress was feeling it wasn&#39;t enough, right? Those days are in the past. You now have to stay on top of all of your tax compliance - consistently and zealously. An accountant will help to keep you in line.&nbsp;<br /> <br /> 5. Create a tax account<br /> Stop looking at that lovely lump sum for that freelance gig you did as if it&#39;s all yours with a pair of shoes on top. It&#39;s not. Have a set amount automatically transferred from your business account to a tax account on the 1st of each month. This way you won&#39;t collapse in a heap of despair when your aforementioned accountant above tells you what BAS you owe each quarter, or your super, or the worst...what you owe annually in personal and company tax in one whopping lump sum.<br /> <br /> If you don&#39;t keep on top of your tax obligations, yes, the ATO WILL GET YOU one day - it&#39;s the one thing you can be absolutely sure of. Welcome to the super-fun side of being your own boss. Woo-hoo!&nbsp;PS: say goodbye to getting any &#39;tax back&#39; at the end of the financial year...I have very fond memories of those days.<br /> <br /> 6. Keep up the standards of the industry<br /> Annnnd drum roll for another Karate Kid quote:&nbsp;&quot;Just remember; license never replace eye, ear, and brain.&quot;&nbsp;Just because you have a personal ABN doesn&#39;t mean you are an island. You are now a part of the Australian PR Industry and you should always respect and appreciate your position within it. We are a highly unregulated industry but it doesn&#39;t mean you can get away with unethical behaviour, aggressive competitiveness and general sloppiness.&nbsp;<br /> <br /> Concentrate on quality, not quantity. Respect your peers. Keep your finger on the pulse. Get involved in organisations like&nbsp;The Public Relations Council, and be dedicated to lifting the reputation of us all, even if you feel like a tiny player...for now ;)</p> <p>&nbsp;</p> <p><em>This article was originally published by Tiffany Farrington on March 20th 2013 at&nbsp;http://www.socialdiaryaustralia.com/2013/03/6-things-to-consider-before-starting-pr.html</em></p> http://www.pria.com.au/priablog/6-things-to-consider-before-starting-a-pr-agency-853 http://www.pria.com.au/priablog/6-things-to-consider-before-starting-a-pr-agency-853 Mon, Aug 12 2013 How to stay passionate in PR <p>&nbsp;</p> <p><img alt="" src="/sb_cache/priablog/id/2014/f/i love pr.jpg" style="width: 231px; height: 218px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>PR moves quickly. No one-day is the same, deadlines are always looming and clients (and managers) are always pushing for more. You finish one project and there is rarely time to take a break before moving onto the next. It&rsquo;s a balancing act between client, employee and media relations mixed between creativity, passion, ingenuity and pure drive. The early bird truly does get the worm in PR &mdash; and that can equal an incredible amount of never-ending, overwhelming pressure. What can you do to battle that, and most importantly, not burn out, throw in the towel and decide a state job might just be a better option?</p> <p>Take a break</p> <p>Vacation, vacation, vacation. As an agency owner I both love and hate the word vacation but it&rsquo;s important that people step back and rejuvenate in order to keep moving forward. Time spent lying on a beach, floating down a river or reading a trashy novel in a hammock under the Caribbean sun is time well spent. Take a break, leave your cell phone and email behind and DO NOT read any magazines or news that pertain to work.</p> <p>Remember to ask &ldquo;WHY?&rdquo;</p> <p>There are a lot of moving parts to PR and sometimes we tend to get wrapped up in doing things because it&rsquo;s trendy or it&rsquo;s something the client really, really wants to see happen. And at the end of these projects we most often realize they had nothing to do with the goal of the campaign. &ldquo;WHY?&rdquo; is the key question that any PR person needs to ask before jumping into a project. WHY am I doing this, how does it relate back to the goal of the campaign and how is it going to achieve results?</p> <p>Get it Together</p> <p>I am not inherently organized. I used to have hundreds of sticky notes all over my desk and whiteboard, and I had a tendency to come into the office like a hurricane, leaving a path of destruction in my wake. But then I got an I-pad. It seems simple now, but by downloading apps like Evernote and Wunderlist I was able to keep everything in one place. Now, whenever I sit on a call, I open up my Notes and jot down what I need to, instead of scribing it onto four separate sticky notes that happen to be on my desk.</p> <p>Work Smarter, Not Harder</p> <p>Well duh. Doesn&rsquo;t everyone want to want to do this? Think about three things you can do to cut your workload down and not get overwhelmed. I like to do all my research using sharing sites such as Digg, Technorati and StumbleUpon. Instead of scouring through online sites looking for people to pitch I go to the sites that aggregate the articles that are most often shared. After all, aren&rsquo;t we looking to pitch people that create good content that gets shared? Social Amplification is a hot PR buzzword and by learning how to use tools that help you find these types of stories and the writers behind them it can help you stay on top of what&rsquo;s really trending and not just on outlets that have the largest circulation or views.</p> <p>Know Your Passion</p> <p>We are not all good at everything, and if we think we are, chances are we&rsquo;re probably delusional anyway. Some people are great writers, some people love to research and others relish the thought of picking up the phone and pitching. It&rsquo;s rare that you can find one person that wants to do everything and does it well. Embracing your passion will help you love your job and ensure your success. If writing a press release takes you three hours but pitching 20 people only takes you two hours (and you&rsquo;re scoring results) then you already know what your passion is, or at least your strong suit. If you have passion behind your work then you have happiness in your job. It&rsquo;s really that simple.</p> <p>God Bless the Webinar</p> <p>This world we live in moves fast and it seems that PR moves even faster. New measurement tools, new monitoring tools, new content management tools &mdash; I get dizzy just thinking about it. It&rsquo;s important to keep up with the times and there are a tremendous amount of good webinars out there from outlets such as PR Daily, e-marketer and SalesForce that can help you do so. Chances are they&rsquo;ve got a webinar to help answer your question. And the beauty of it is that they&rsquo;ve already done all the research, saving you (YOU GUESSED IT!) time. By saving time you become more productive, less stressed, happier and all of a sudden the roses start to smell like lavender again, rather than yesterday&rsquo;s breakfast.</p> <p>Talk to me, Goose</p> <p>PR people are communicators by nature, yet sometimes we are so paranoid about communicating with clients and journalists that we forget to communicate with each other. We sit, crouched over our desk, typing away and don&rsquo;t come up for air until our bladders are about to burst or we need another cup of coffee. Ideally, we can knock those two things out at once to save time. Step away from your desk, move out of your office (or cubicle) and don&rsquo;t forget to breathe. Breathe deeply and breathe often &mdash; and talk to your fellow employees. Chances are they have the answer to what you&rsquo;re looking for.</p> <p>&nbsp;</p> <p><em>This article was originally published by Abbi Whitaker on 29th July 2013 at&nbsp;http://theabbiagency.com/how-to-stay-passionate-in-pr/</em></p> http://www.pria.com.au/priablog/how-to-stay-passionate-in-pr http://www.pria.com.au/priablog/how-to-stay-passionate-in-pr Fri, Aug 09 2013 If you arenât in a positive mood, forget being creative <p><img alt="" src="/sb_cache/priablog/id/2012/f/positive.jpg" style="width: 225px; height: 225px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>Want better, more original ideas?</p> <p>A good starting place is to consider what sort of mood you are in.</p> <p>A meta-analysis conducted by academics at the University of Amsterdam confirmed what we know intuitively: you are more creative when you are in a positive mood. The reverse is also true: if you are in a negative mood (ie. fearful, anxious) you are less likely to be creative.</p> <p>This is fascinating research, but how can marketers and communicators use this finding in their next brainstorming session?</p> <p>Here are my suggestions:</p> <p>1. Only invite positive people.&nbsp;The creative but surly individual can impact on the mood of everyone else &ndash; besides, they are often better off working by themselves.</p> <p>2. Give people an emotional context&nbsp;for why the brainstorming session is being held (eg. the ideas we are creating here can help our consumers to lead more fulfilling lives).</p> <p>3. Hold the brainstorming session when participants are more likely to be up-beat.&nbsp;This could be first thing in the morning or on a Friday or over a drink at the end of the day.</p> <p>4. Show a funny, inspiring video&nbsp;or play a stirring piece of music at the beginning or throughout the session.</p> <p>5. Hold the session in an environment which exudes positive emotions.&nbsp;It&rsquo;s very hard to be innovative in the head office board room.</p> <p>6. Design the session so that it is fun, playful and engaging.</p> <p>7. Stay with the energy in the room.&nbsp;If you are leading the brainstorming session this is a particularly important suggestion. If there is energy, laughter and banter then the chances of a generating a big, new idea is greatly enhanced.</p> <p>8. Try &lsquo;blitzing&rsquo;.&nbsp;We know from another piece of research by Emily Pronin that thinking quickly can lead to a lift in mood which in turn leads to enhanced creativity. That is why I suggest starting by having everyone trying to generate nine ideas in two minutes. Instantly everyone is engaged, contributing and the session is off to a great start.</p> <p>9.&nbsp;Lastly,&nbsp;ensure that you are in a positive mood&nbsp;before you enter your next brainstorming or ideation session (if you are not put on a smile anyway and you soon will be).</p> <p>&nbsp;</p> <p>It is a paradox, but while the outcome of any brainstorming or ideation session might be serious, the process itself cannot be.</p> <p>Running any successful idea session has more to do with good planning rather than good luck.</p> <p>&nbsp;</p> <p><span style="font-size:9px;">Reference for the meta-analysis mentioned: &lsquo;A meta-analysis of 25 years of mood-creativity research: hedonic tone, activation, or regulatory focus?&rsquo; by M Baas, CK De Dreu and BA Nijstad published in&nbsp;Psychology Bulletin. Accessed from: http://www.ncbi.nlm.nih.gov/pubmed/18954157</span></p> <p>&nbsp;</p> <p><em>This article was originally published by Ken Hudson on 24th&nbsp;July at&nbsp;http://www.marketingmag.com.au/blogs/if-you-arent-in-a-positive-mood-forget-being-creative-42838/#.Ufr6-9L-FAI&nbsp;</em></p> http://www.pria.com.au/priablog/if-you-arent-in-a-positive-mood-forget-being-creative http://www.pria.com.au/priablog/if-you-arent-in-a-positive-mood-forget-being-creative Thu, Aug 08 2013 Is Freedom of Tweet a Right or a Wrong? <p><img alt="" src="/sb_cache/priablog/id/2010/f/peace not war.jpg" style="width: 208px; height: 243px;" /></p> <p>&nbsp;</p> <p>Twitter and Facebook are under fire for the role each platform plays in unknowingly tolerating flagrant hate-fueled, public-facing obscenity and outright threats.&nbsp; Twitter was targeted as the result of&nbsp; an advocate for honoring women on British currency was deluged with sickening&nbsp;<a href="http://edition.cnn.com/2013/07/29/tech/twitter-criado-perez-abuse-media-reaction/index.html">rape threats</a>. Facebook too has been criticized for its molasses-like pace for contending with hate&nbsp;<a href="http://edition.cnn.com/2013/05/29/tech/social-media/facebook-hate-speech-women/index.html?iref=allsearch">posts and groups</a>. In the case of Twitter, its UK branch reaffirmed its position against hate by publishing&nbsp;<a href="http://blog.uk.twitter.com/2013/07/we-hear-you.html">a post</a>&nbsp;that acknowledged complaints and also introduced new mechanisms for flagging offending posts.</p> <p>When my friend Doug Gross at CNN reached out for comment on whether or not Twitter, Facebook and social networks as a whole were doing enough to protect users, I had to&nbsp;<a href="http://edition.cnn.com/2013/07/30/tech/social-media/twitter-hate-speech/">speak up</a>. With such a charged and important topic, I couldn&rsquo;t however&nbsp;speak&nbsp;in traditional media-friendly sound bites. Here&rsquo;s what I had to say&hellip;</p> <p>Expressed hate and abuse is unfortunately part of our society and it is now also part of our real-time digital culture. As we live the digital lifestyle, our expectations are such that any menace should not only be dealt with accordingly, it should be done immediately. Twitter represents a new medium that the world hasn&rsquo;t seen before. To protect its users, it must invest in automated and manual safety and reporting mechanisms as it grows. Believe it or not, the company is also ensuring the overall operation of its platform supporting 400 million Tweets per day.</p> <p>At the same time, as users, we have a responsibility to learn what a Tweet actually means and the effect it can have to its recipients, their community, your community and on society as a whole. If we intend malice we therefore seal our fate in how others perceive us and our actions as well as how we are ultimately judged. The idea of <a href="http://www.briansolis.com/2010/11/the-first-ammendment-of-social-media-freedom-of-tweet/">&ldquo;freedom of Tweet&rdquo;</a> does not supersede law. And in some cases, the law grants us freedom of Tweet. With social media comes great responsibility. Expression aimed at hurting or threatening someone is indeed a threat heard around the world. Could Twitter do more? Of course. Removing Tweets, listening to users, and working with enforcement officials will curb this negative behavior, or at least provide a system for recognized consequences. It will not eliminate &ldquo;hate&rdquo; altogether as that is a regrettable function of our society. And, Twitter itself is its own digital society. As such, protection and a form of empowered &ldquo;neighborhood watch&rdquo;groups will be necessary to protect and serve Twitter&rsquo;s denizens.</p> <p>What are your thoughts? What else should Twitter, Facebook and the&nbsp;like&nbsp;(and you and me) do to improve the egosystem?</p> <p>&nbsp;</p> <p><em>This article originally published by Brian Solis on 30th July at&nbsp;http://www.briansolis.com/2013/07/is-freedom-of-tweet-a-right-or-a-wrong/&nbsp;</em></p> http://www.pria.com.au/priablog/is-freedom-of-tweet-a-right-or-a-wrong http://www.pria.com.au/priablog/is-freedom-of-tweet-a-right-or-a-wrong Wed, Aug 07 2013 7 underrated skills every PR newbie needs <p><img alt="" src="/sb_cache/priablog/id/2008/f/success.jpg" style="width: 300px; height: 240px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>In an ideal world, nascent PR pros and neophyte journalists should know how to do a variety of things before they walk across the stage and get their diplomas.</p> <p>There&rsquo;s no need to be an expert in everything, but it helps to have some familiarity with a variety of tasks and programs. As someone who&rsquo;s been in the workforce for a few years now, I offer seven underrated skills that all aspiring PR pros and journalists should have:</p> <p>1. Basic HTML knowledge</p> <p>By this, I mean&nbsp;basic. There&rsquo;s no need for PR pros to know how to code websites, although it could be helpful. There is a need to know to how to post a blog post using WordPress, Blogger, or Posterous. Knowing simple HTML commands for headlines, body copy, bold, italic, and bullet points is HTML 101.</p> <p>2. Video editing</p> <p>This can be daunting to learn. I&rsquo;m not saying everyone should be fluent in Final Cut Pro or Avid, but there is no reason that a marketer or PR pro should not have some familiarity with iMovie, Animoto, or Jaycut. These are simple programs that enable you to upload and edit videos, often in minutes.</p> <p>3. Excel</p> <p>Creating simple spreadsheets and tasks in Excel can be difficult for newbies. Though it may be a tough program to learn, there&rsquo;s no excuse to do so. You will use it more than you think.</p> <p>4. Proper grammar</p> <p>Writing well is a staple of just about any career. Good grammar and spelling are at its root. Channel the advice of your middle school English teacher whenever you construct a sentence, paragraph, white paper, presentation, or blog post. Good grammar matters.</p> <p>5. Basic math</p> <p>Whether you&rsquo;re analyzing statistics, comparing percentages, or helping prepare a budget, simple math skills come in handy more often than you might think.</p> <p>6. SEO</p> <p>Understanding how SEO affects your site&rsquo;s search rankings is important. At the very least, you should know to craft an SEO-friendly headline and keywords for site content. Any added knowledge is gravy. For additional SEO resources, check out&nbsp;<a href="http://moz.com/blog">SEOMoz blog</a>, a phenomenal resource.</p> <p>7. Social media familiarity</p> <p>It&rsquo;s mind blowing how many marketers and PR pros handle &ldquo;social media tasks&rdquo; professionally when they have no or little experience using those platforms. You don&rsquo;t have to be super active on Facebook, Twitter, G+, etc., but you should at least be on the sites and know how to use them.</p> <p>&nbsp;</p> <p><em>This article was originally published by&nbsp;Jessica Malnik&nbsp;on 23rd August 2012 at&nbsp;http://www.blog.jessicamalnik.com/2012/08/23/7-underrated-skills-every-new-pr-pro-should-have/&nbsp;</em></p> http://www.pria.com.au/priablog/7-underrated-skills-every-pr-newbie-needs http://www.pria.com.au/priablog/7-underrated-skills-every-pr-newbie-needs Tue, Aug 06 2013 Is this the worst sentence in the world? <p><img alt="" src="/sb_cache/priablog/id/2006/f/sentence.jpg" style="width: 225px; height: 225px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>Invite your reader to want to know more. Stephen King wrote a great piece this week on the power and importance of first sentences. It&#39;s a great addition to King&#39;s library of knowledge about good writing, and it&#39;s worth remembering for journalists, copywriters and bloggers.&nbsp;<br /> <br /> Meanwhile, a given writer&rsquo;s other sentences are equally as important. Apparently, no one told financial author Philip Mirowski. That, and more.&nbsp;<br /> <br /> <a href="http://www.theatlantic.com/entertainment/archive/2013/07/why-stephen-king-spends-months-and-even-years-writing-opening-sentences/278043/">Grab Your Reader:</a>&nbsp;Sitting atop&nbsp;The Atlantic&#39;s most popular stories list for at least a few hours this week was this contribution from Stephen King about the importance and difficulty of writing opening sentences. He shares two of his favorites, one of his least favorite, and why sometimes&mdash;but not always&mdash;it&#39;s best to jump right in, pulling your reader into the middle of a situation. King is, of course, writing about novels, which take months and years and hundreds of pages of dedication to the same story.&nbsp;<br /> <br /> For journalists, brand journalists, and bloggers, the lesson stands. You&#39;ve got to get your reader paying attention to what you&#39;re about to tell them. I like to think that usually starts with a short sentence, because in the case of writers working on articles or posts rather than books, there&#39;s even less time and space available to pull in a reader. They came there to read something short, after all.&nbsp;<br /> <br /> Regardless of your approach, I think this lesson from King stands for all writers as well: &quot;A book won&#39;t stand or fall on the very first line of prose&mdash;the story has got to be there, and that&#39;s the real work.&quot;&nbsp;The Atlantic&nbsp;followed King&#39;s piece up with&nbsp;a bunch of famous writers&nbsp;talking about their favorite opening lines.&nbsp;<br /> <br /> <a href="http://www.economist.com/blogs/prospero/2013/07/financial-writing">The world&#39;s worst sentence?:</a>&nbsp;The Economist&nbsp;may have found it, and it&#39;s bad. There&rsquo;s quite a bit of unwarranted tap-dancing in a line taken from Philip Mirowski&rsquo;s new financial book &quot;Never Let a Serious Crisis Go to Waste.&rdquo;&nbsp;The Economist&nbsp;calls the sentence &ldquo;a mixed metaphor&rdquo; that is &ldquo;meaningless and pretentious at the same time.&rdquo; Buckle up; here it is:&nbsp;<br /> &nbsp;</p> <p>&ldquo;Yet the nightmare cast its shroud in the guise of a contagion of a deer-in-the-headlights paralysis.&rdquo;&nbsp;</p> <p>The post also reminds us of George Orwell&#39;s six rules of writing from&nbsp;his <a href="https://www.mtholyoke.edu/acad/intrel/orwell46.htm">1946 essay</a>. Always worth re-reading to avoid phrases like that of Mirowski&rsquo;s.&nbsp;<br /> <br /> <a href="http://www.economist.com/blogs/economist-explains/2013/07/economist-explains-18?fsrc=scn/tw/te/bl/ee/writerspseudonyms">Why use a pseudonym?:</a>&nbsp;The crime novelist Robert Galbraith was recently discovered to actually be Harry Potter creator J.K. Rowling, which prompted this piece in&nbsp;The Economist&nbsp;about author pseudonyms. Novelists use them sometimes to cover a new topic and writing style without the enormous burden of expectations, as Rowling did here.&nbsp;<br /> <br /> The use of pseudonyms by bloggers would be a far more interesting study.&nbsp;<br /> <br /> Perez Hilton and the finance blog Zerohedge are just a couple of examples of successful blogs run by writers using fake names. They started as unknowns, but grew famous under their alias byline. The practice seems especially common for bloggers, and it&#39;s hard to imagine a blogger&rsquo;s not having written under another name&mdash;or at least under no byline&mdash;at some point in his or her career.&nbsp;<br /> <br /> One factor would be the potential to limit one&#39;s opportunities if the blog doesn&#39;t work out. The Internet&#39;s not very good at hiding things you don&rsquo;t want potential employers or business partners to find.&nbsp;<br /> <br /> <a href="http://minnesota.publicradio.org/display/web/2013/07/23/life/students-and-digital-writing">What it means to &quot;write what you know&quot;</a>:&nbsp;A writer who knows his subject, but may not be a skilled writer, will be better than the great writer who doesn&#39;t have a clue about what he&rsquo;s covering.&nbsp;<br /> <br /> That&#39;s the lesson in this piece from Ben Yagoda, and essentially the meaning behind &quot;Write what you know.&quot; I&#39;ve written about several things I didn&#39;t have a clue about, and I suspect you have done the same.&nbsp;<br /> <br /> What then? That&#39;s when, as Yagoda points out, reporting and research come in. It&#39;s an extra step, but it certainly makes the writing process a more comfortable and clearer one. Or you could instead follow the advice to&nbsp;<a href="http://www.chicagoreader.com/Bleader/archives/2013/07/23/the-only-good-tip-on-writing-dont-read-tips-on-writing">be wary of writing tips</a>.&nbsp;</p> <p><a href="http://minnesota.publicradio.org/display/web/2013/07/23/life/students-and-digital-writing">Digital writing leads to...plagiarism?:</a>&nbsp;Student writing is getting sloppy, and social media and smartphones are to blame. It&#39;s a story we&#39;ve heard before, but the Pew Center has now quantified it by surveying writing teachers.&nbsp;<br /> <br /> Students are writing more, but it&#39;s more texting jargon than prose, according to surveyed teachers. Also, students are more frequently plagiarizing, we&#39;re told, because they&#39;re apparently desperate when assigned to write anything longer than a Facebook post.&nbsp;<br /> <br /> That point seems dubious. Before social media, how much less were students writing? It&#39;s possible that it&#39;s easier to work with a clean slate when teaching a child to write, but it&#39;s also possible that some of the social jargon kids are accustomed to might lend some stylistic tweaks to the way future generations write. That&#39;s not all bad.&nbsp;</p> <p>&nbsp;</p> <p><em>This article was originally published by Evan Peterson on 27th July 2013 at&nbsp;http://www.prdaily.com/Main/Articles/14794.aspx&nbsp;</em></p> http://www.pria.com.au/priablog/is-this-the-worst-sentence-in-the-world http://www.pria.com.au/priablog/is-this-the-worst-sentence-in-the-world Mon, Aug 05 2013 Sensible PR lessons from 3 nonsense comedies <p><img alt="" src="/sb_cache/priablog/id/2004/f/clip_image002.jpg" style="width: 179px; height: 168px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>People like to talk about lessons PR pros can learn from&nbsp;dramatic films&nbsp;or&nbsp;animated classics, but what about comedies? There&rsquo;s plenty to learn from those, too.&nbsp;<br /> <br /> Need proof? Check out the hidden PR wisdom in these three goofy laugh-fests:<br /> <br /> <strong>&ldquo;Dumb and Dumber&rdquo;&nbsp;</strong><br /> <br /> You will hear the word &ldquo;no&rdquo; quite often in public relations. It&rsquo;s part of the job. So it&rsquo;s important to stay optimistic and try not to think that an idea or opportunity is ever a lost cause.&nbsp;<br /> <br /> One of my favorite comedies is &ldquo;Dumb and Dumber.&rdquo; The film follows the cross-country journey of Lloyd Christmas and Harry Dunne, two good-natured imbeciles who try to return a briefcase full of money to its rightful owner.&nbsp;<br /> <br /> One of the great things about this movie is Jim Carrey&rsquo;s character, Lloyd, and his relentless pursuit of Mary Swanson, played by Lauren Holly. When she says there is a million-to-one chance they will ever be together, his response is, &ldquo;So you&rsquo;re saying there&rsquo;s a chance.&rdquo;&nbsp;<br /> <br /> In this industry, it is important to never label anything as unachievable. Dream big, think big, accomplish big. Don&rsquo;t limit your ideas to capture just the minimum or expected result. We want the best for our clients and have to think outside our comfort zone to get them there.&nbsp;<br /> <br /> <strong>&ldquo;Tommy Boy&rdquo;</strong><br /> <br /> &ldquo;Tommy Boy,&rdquo; starring the late Chris Farley, is another of my all-time favorite comedies. Farley plays the screw-up son of a successful auto-parts factory owner. When his dad dies, he finds himself in charge of the company and goes on a sales trip around the country.&nbsp;<br /> <br /> This movie depicts someone who marches to the beat of his own drummer and is truly genuine and original. Ultimately, Farley becomes successful solely because of his commitment to himself and his values. He doesn&rsquo;t compromise himself or try to hide his larger-than-life personality.<br /> <br /> Being an original in the PR field is important, because we are competing for attention from consumers, businesses, and publications. To set yourself and your clients apart, infuse some personality into your writing and strategy. This will make your work stand out and stand alone.&nbsp;<br /> <br /> <strong>&ldquo;Talladega Nights&rdquo;</strong><br /> <br /> I&rsquo;m from Alabama, so I can appreciate a little humor when it comes to NASCAR.&nbsp;<br /> <br /> &ldquo;Talladega Nights&rdquo; is a hilarious comedy about NASCAR&rsquo;s No. 1 driver, Ricky Bobby, and his best friend and teammate, Cal Naughton Jr. But when a French Formula One driver stakes his claim to fame, there is a race to be at the top.&nbsp;</p> <p>This movie offers a great lesson about the importance of media training. We are continually pitching clients for publications in hopes of receiving a placement, but we needn&rsquo;t forget that we must also prep our clients. In one scene, Ricky earns some national attention but is a complete mess. He mumbles incoherent answers and declares, &ldquo;I don&rsquo;t know what to do with my hands.&rdquo;&nbsp;<br /> <br /> We need to remember that clients need guidance and direction when being prepped for any media outlet, especially national or alternative media channels than they aren&rsquo;t used to. This will ensure their success and happiness with the coverage.&nbsp;</p> <p>&nbsp;</p> <p><em>This article was originally published by Lyndsey Lewis on 26th July 2013 at&nbsp;http://www.prdaily.com/Main/Articles/14909.aspx</em></p> http://www.pria.com.au/priablog/sensible-pr-lessons-from-3-nonsense-comedies http://www.pria.com.au/priablog/sensible-pr-lessons-from-3-nonsense-comedies Fri, Aug 02 2013 Can business executives succeed without email? <p><img alt="" src="/sb_cache/priablog/id/2002/f/dead email.jpg" style="width: 286px; height: 176px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>Major League Baseball Commissioner Bud Selig told a&nbsp;<a href="https://twitter.com/EricFisherSBJ/statuses/356786738120765440">reporter&nbsp;</a>for&nbsp;SportsBusiness Journal&nbsp;that he&rsquo;s never sent an email and never will.&nbsp;<br /> <br /> Shocking? Maybe. Though the 78-year-old Selig is certainly not the most tech-savvy business executive, he&rsquo;s also&nbsp;<a href="http://www.businessweek.com/articles/2013-07-16/mlb-s-bud-selig-proudly-joins-the-executive-no-email-crowd">not the first</a>&nbsp;to say he shuns email.&nbsp;<br /> <br /> However, key questions remain: How can one of the most prominent executives in sports&nbsp;not&nbsp;use email? More broadly, can high-powered executives succeed without it? Many business execs think it&rsquo;s turned into an outdated, time-wasting communication tool, Selig might actually be ahead of the curve.&nbsp;<br /> <br /> In 2011, French IT firm Atos famously abolished internal email use from company communications. Two years later, the &ldquo;zero email initiative&rdquo; has been deemed a&nbsp;<a href="http://www.ft.com/cms/s/11384220-8761-11e2-bde6-00144feabdc0,Authorised=false.html?_i_location=http%3A%2F%2Fwww.ft.com%2Fcms%2Fs%2F0%2F11384220-8761-11e2-bde6-00144feabdc0.html&amp;_i_referer=http%3A%2F%2Fwww.prdaily.com%2Fmediarelations%2FArticles%2F14888.aspx#axzz2ZLTWPAnL">success</a>.&nbsp;<br /> <br /> Many business leaders have followed suit. Ryan Holmes, the chief executive of social media management system HootSuite, has called email an &ldquo;unproductivity tool.&rdquo; There&rsquo;s also Shayne Hughes, CEO of Learning as Leadership, who led an experiment abolishing all internal email use for one week.&nbsp;<br /> <br /> &ldquo;The first truth about email is that it facilitates lazy and thoughtless communication,&rdquo; he wrote in a <a href="http://www.forbes.com/sites/forbesleadershipforum/2012/10/25/i-banned-all-internal-e-mails-at-my-company-for-a-week/">Forbes&nbsp;article</a>, adding that by cutting out the &ldquo;distracting background noise&rdquo; of email, leaders are able to focus on the high-priority items that move their organizations forward.<br /> <br /> Though this drastic approach attempts to foster efficient internal communication and better collaboration, the other side will argue that it&rsquo;s just a matter of better email management.&nbsp;<br /> <br /> In a piece aptly titled &ldquo;<a href="http://techcrunch.com/2013/02/16/in-defense-of-email/">In Defense of Email</a>,&rdquo; Dave Girouard, founder and CEO of Upstart, wrote: &ldquo;to a large extent, email is how we [at Upstart] communicate and get things done. At Google, my prior employer, I can state confidently that the company would (and did) grind to a halt if email weren&rsquo;t available.&rdquo;&nbsp;<br /> <br /> Girouard doesn&rsquo;t understand CEOs who decree that their companies must give up emails. &ldquo;Why?&rdquo; he asks, &ldquo;so they can go back to those oh-so-productive in-person meetings and phone calls? We tried that. It was called the &rsquo;80s.&rdquo;&nbsp;<br /> <br /> In some cases, email is the easiest way for a CEO to stay connected. The fact that Steve Jobs was easily reachable still remains one of his most&nbsp;<a href="http://au.businessinsider.com/email-from-steve-jobs-that-proves-how-easy-he-was-to-reach-2013-7">commendable attributes</a>. Bill Gates has said he stays in touch through it. &ldquo;You always wonder what might come up, what new problem,&rdquo; he&nbsp;<a href="http://www.today.com/tech/bill-gates-i-only-get-40-or-50-emails-day-1B8178153">told &quot;Today&quot; in January</a>, &ldquo;I first find out about problems often with a piece of email.&rdquo;&nbsp;<br /> <br /> Wherever your allegiance stands, the issue of executives with email comes down to clear channels of communication.&nbsp;<br /> <br /> When it comes to Selig, you have to wonder what internal communication was like during the 1994 MLB strike? How about when he presided over the instituting of interleague play in 1997 and instant replay in 2008? Not to mention the countless performance-enhancing drug scandals. Through all the ups and downs of the game, Selig was without an inbox.&nbsp;</p> <p>He&rsquo;s slated to retire after the 2014 season, which makes it even more unlikely he&rsquo;ll ever send an email. But he&rsquo;s reportedly upgraded to an iPhone&mdash;a newfangled paperweight for all his memos.&nbsp;</p> <p>&nbsp;</p> <p><em>This article was originally published by Michael Nolledo&nbsp;on 23rd July 2013 at&nbsp;http://www.prdaily.com/mediarelations/Articles/14888.aspx</em></p> http://www.pria.com.au/priablog/can-business-executives-succeed-without-email http://www.pria.com.au/priablog/can-business-executives-succeed-without-email Thu, Aug 01 2013 Personal branding: 5 components to help you land a job <p><img alt="" src="/sb_cache/priablog/id/2000/f/get a job.jpg" style="width: 208px; height: 243px;" /></p> <p>Days after graduating from college, I landed a job at a PR agency and received a promotion to an executive level position within less than a year. While I owe a lot of my success to my Alma Mater, one thing that made all the difference was personal branding.&nbsp;<br /> <br /> Essentially, personal branding is how we market ourselves. It seems farfetched to consider marketing ourselves as if we were a product, but guess what&mdash;you&nbsp;are&nbsp;a product, and a very unique one at that.&nbsp;<br /> <br /> For example, Nike, Apple, and Target all have distinct, unforgettable brands. You can use the same concept by establishing a personal brand.<br /> <br /> Just imagine if these iconic brands chose to disregard the concept of product branding. That means no memorable taglines, logos, messaging, culture, engagement, appeal, visibility, partnerships, etc. Without a solid brand, you lose visibility and become overlooked. Given our economic climate&mdash;12.8 million Americans unemployed, 1.5 million jobless college grads&mdash;you probably thought of our job market. you can&rsquo;t afford to go unnoticed.<br /> <br /> To begin this process, you need to first identify and determine a few things:&nbsp;<br /> &nbsp;</p> <p>&bull; Define yourself:&nbsp;What are your unique skills, experiences, and values? What makes you different?<br /> &bull; Determine your audience:&nbsp;Who are you trying to reach?<br /> &bull; Establish your messaging:&nbsp;What are you trying to convey? What do you want others to remember about you?&nbsp;</p> <p><br /> Identifying these areas will form the backbone of your brand. Once you pinpoint them, you can begin constructing the other pieces needed to communicate your brand. This is the fun part. To effectively communicate your brand, think of yourself as if you were an organization. What tools would you need to enable others to be able to identify you?&nbsp;<br /> <br /> Implementing the following tools will be essential:&nbsp;<br /> <br /> Logo.&nbsp;What fonts, colors, shapes, etc. represent your name/brand identity? For example, let&rsquo;s say you want to convey you are a bold thinker. You could think of symbols you associate with the word &ldquo;thinking&rdquo; to design your logo. You could also use bold fonts or colors to design your name or initials. Remember, simple is more memorable, so try to design with only one to two fonts and three to four colors in mind.&nbsp;<br /> <br /> Tagline.&nbsp;What&rsquo;s the one line that people should relate to your name/brand? For example, when you hear &ldquo;Eat Fresh,&rdquo; you probably think of Subway and its fresh ingredients? Imagine if Subway didn&rsquo;t have a tagline. Would you think it was a sandwich restaurant or a transportation organization?&nbsp;<br /> <br /> Back to our &ldquo;bold thinker&rdquo; example: This is only one facet of your brand identity. You should also consider your other strong suits to establish a more far-reaching brand so that you don&rsquo;t miss out on other opportunities.&nbsp;<br /> <br /> Let&rsquo;s say your top three traits are bold thinking, strategizing, and relationship building. One possible tagline to express these traits could be: &ldquo;Intentionally connecting your ideas.&rdquo; Remember, taglines are unique to you and offer a distinct definition of who you. Think of the U.S. Army&rsquo;s &ldquo;Be All That You Can Be&rdquo; and Sprite&rsquo;s &ldquo;Obey Your Thirst.&rdquo;&nbsp;<br /> <br /> Brand tools.&nbsp;Creating personalized business cards, stationary, a website, etc. says to potential employers that you take yourself seriously and that you bring professionalism with your work.&nbsp;<br /> <br /> Social media.&nbsp;It seems no discussion is complete without mentioning the role social media should play. In this case, your brand should have a presence on social media outlets such as Facebook, Twitter, and especially LinkedIn. Note I said&nbsp;your&nbsp;brand. If you have personal accounts on any of these outlets, it would be in your best interest to tailor your accounts to your brand messaging otherwise you could be conveying opposing messages. For example, if I design my brand in a way that tells potential employers I am highly motivated and driven, they should not find a Twitpic of me looking bored at work with a description saying, &ldquo;It&rsquo;s only 8:05 a.m.&rdquo;&nbsp;<br /> <br /> Greeting cards.&nbsp;This seems to be a dying art in today&rsquo;s electronic world. But research shows that 90 percent of people prefer receiving a real card over an e-card. Why? Because it&rsquo;s more authentic, sincere, personal, and memorable, and therefore a great way to get your personal brand noticed. SendOut Cards is one of the most effective communication tools today; it enables you to design cards so customizable that you can even upload your own handwriting. You can use them to send a thank you card to that person in HR who set up your interview or to introduce yourself to a potential employer. Check it our&nbsp;<a href="https://www.sendoutcards.com/beintouchcards/">here</a>.&nbsp;<br /> <br /> Overall, personally branding yourself will give you the unique opportunity to share your story. It is critical to go beyond online applications or mass emails containing your r&eacute;sum&eacute;. Make use of this concept and get your foot in the door, literally.&nbsp;</p> <p>&nbsp;</p> <p><em>This article was originally published by Ann Ittoop​&nbsp;on 7th&nbsp;September 2012 at&nbsp;http://www.prdaily.com/marketing/Articles/12597.aspx</em></p> http://www.pria.com.au/priablog/personal-branding-5-components-to-help-you-land-a-job-845 http://www.pria.com.au/priablog/personal-branding-5-components-to-help-you-land-a-job-845 Wed, Jul 31 2013 Is PR a fallback for j-school grads? <p>&nbsp;</p> <p><img alt="" src="/sb_cache/priablog/id/1998/f/journo.jpg" style="width: 275px; height: 183px;" /></p> <p>&nbsp;</p> <p>A well-written piece from a University of Wisconsin journalism major recently got me thinking: Are PR, marketing, and advertising the fallback plans for would-be journalists?&nbsp;<br /> <br /> After detailing his oft-doubted decision to major in journalism, Brian Weidy <a href="http://www.policymic.com/articles/55323/why-i-am-majoring-in-journalism-despite-everyone-telling-me-not-to">closes&nbsp;a recent article onPolicyMic</a>&nbsp;with the following:&nbsp;<br /> &nbsp;</p> <p>And if three more years pass and the real-world comes knocking, I could find myself working in PR or advertising. But until then, my dreams of having a column in the&nbsp;Timesor in&nbsp;The New Yorker&nbsp;are still firmly intact.&nbsp;</p> <p>Thinking about my own career trajectory, I started as a journalist, worked my way into some major newsrooms, and then took a sharp left turn a few years ago, shifting to social media marketing.&nbsp;<br /> <br /> The reasons weren&rsquo;t because I felt I had failed as a journalist or didn&rsquo;t think I could &ldquo;make it.&rdquo; It was much more a quality-of-life issue. During my three years at the&nbsp;Chicago Sun-Times, I was constantly living under the fear that I would be laid off. My salary during my tenure was reduced from barely living wage to not even close to living wage.&nbsp;<br /> <br /> I left for ESPN (and then FoxSports), and it took roughly 18 months for it to dawn on me that sports generally happen on nights and weekends. So if I wanted to enjoy my nights and weekends (and in my late 20s, I really did), I would have to switch careers.&nbsp;<br /> <br /> I knew, however, that the ability to edit, write, and aggregate compelling content would serve me no matter what profession would take me in.&nbsp;<br /> <br /> Increasingly, I&rsquo;m seeing that people who hire for the types of jobs my colleagues and I go after are looking for people with a journalist&rsquo;s skill set: The ability to write well, tell compelling stories and think critically are chief among them.&nbsp;</p> <p>So, it&rsquo;s a natural fit&mdash;though hardly indicative of &ldquo;failure&rdquo;&mdash;when journalists shift to some other field. Evidenced by my writing of columns for this website, you don&rsquo;t stop being a journalist just because a news outlet isn&rsquo;t subsidizing your health insurance.&nbsp;<br /> <br /> I&rsquo;m still a journalist, and always will be&mdash;I just may never go back to making journalism per se my primary source of income. I like food and making on-time bill payments too much to ever do that again.&nbsp;<br /> <br /> I joined a new company recently, and during my job search I was asked in every single interview where I saw myself in five years. Well, five years ago I was a professional journalist. And now I was pursuing jobs in the social media marketing field. My answer was simple: Whatever it is, I know it will be in a creative capacity that will require me to write.&nbsp;<br /> <br /> So I think Brian is smart. He understands that a dream and a goal are just that. Reality sets in, opportunities present themselves and it&rsquo;s healthy to be open to life&rsquo;s possibilities.&nbsp;</p> <p>&nbsp;</p> <p><i>This article was originally pusblished by Kevin Allen on 23rd July 2013 at&nbsp;http://www.prdaily.com/Main/Articles/14883.aspx&nbsp;</i></p> http://www.pria.com.au/priablog/is-pr-a-fallback-for-j-school-grads http://www.pria.com.au/priablog/is-pr-a-fallback-for-j-school-grads Wed, Jul 31 2013 Three young practitioners join the PRIA Victoria ranks <p><img alt="" src="/sb_cache/priablog/id/1992/f/PRIA_announce_02.jpg" style="width: 550px; height: 167px;" /></p> <table border="1" cellpadding="1" cellspacing="1" class="contentTable" style="width: 500px;"> <tbody> <tr> <td><img alt="" src="/sb_cache/priablog/id/1990/f/Jerrenn.jpg" style="width: 200px; height: 200px;" /></td> <td>&nbsp;</td> <td>&nbsp;</td> </tr> <tr> <td>Jerrenn Lam</td> <td>Vanessa Tang</td> <td>Rebecca Cunningham</td> </tr> </tbody> </table> <p>&nbsp;</p> <p><strong>Name:</strong> Jerrenn Lam</p> <p><strong>Title:</strong> Intern</p> <p><strong>Company: </strong>Public Relations Institute of Australia</p> <p><strong>What inspired you to begin a career in PR?</strong></p> <p>I really enjoyed how varied and multi-faceted the industry is and how I would be dealing with different projects with different requirements at all times. I love mixing things up every now and then, so not having to do the same thing every day is something I really appreciate.</p> <p><strong>How you first got involved in the industry?</strong></p> <p>When I was deciding on what to study, I knew I didn&rsquo;t want to do anything science or maths related. And since I am hopeless with drawing my dad suggested communications, and after finding out more about PR I thought it would be an interesting field to work in, so here I am!</p> <p><strong>&lsquo;Most important PR lesson I&rsquo;ve learnt is&hellip;&rsquo;</strong></p> <p>Negotiation is a very important skill!</p> <p><strong>What do you find most challenging about PR today?</strong></p> <p>The fact that we&rsquo;re always on call and are expected to be masters in almost everything- from IT to law and maths, which are not my forte at all!</p> <p><strong>What&#39;s the best/worst thing the PR people you&rsquo;ve worked with had in common?</strong></p> <p>Hmmm. I would have to say that through my various PR work experiences, I&rsquo;ve had really friendly and warm supervisors. Sometimes you get really distant supervisors who only connect with you on a professional level but I do believe that having a more personal connection really helps professional relationships and that is something I am grateful to have had good relationships with my supervisors and colleagues.</p> <p><strong>What do you wish other people knew about PR?</strong></p> <p>That it&rsquo;s not all about attending posh red carpet events and dressing up in swanky suits and dresses.</p> <p><strong>Who do you admire in the industry?</strong></p> <p>Richard Edelman. I think he has amazing foresight and has done an amazing job with Edelman.</p> <p><strong>What would you tell someone who is thinking about taking on a career in PR?</strong></p> <p>The younger you start, the better. I sometimes wished I had done more PR work experience while I was younger!</p> <p><strong>What do you think will change in PR over the next five years?</strong></p> <p>I think the industry will become less of a backstage thing and increasingly be seen in the limelight.</p> <p><strong>If you weren&rsquo;t working in PR what would you be doing instead?</strong></p> <p>This sounds very cheesy but I would have to say performing arts. I&rsquo;ve always wanted to win an Oscar!</p> <p><strong>What do you do when you aren&#39;t working, any hobbies or interests?</strong></p> <p>I enjoy reading and writing. Travelling as well, I love exploring new places and seeing new things, but I&rsquo;m currently hooked on ABC Family&rsquo;s Pretty Little Liars.&nbsp;</p> http://www.pria.com.au/priablog/three-young-practitioners-join-the-pria-victoria-ranks http://www.pria.com.au/priablog/three-young-practitioners-join-the-pria-victoria-ranks Tue, Jul 30 2013 How to be a great leader. Hint: Donât be a boss <p><img alt="" src="/sb_cache/priablog/id/1996/f/leadership.jpg" style="width: 300px; height: 216px;" /></p> <p><span style="font-size: 13px; line-height: 1.5em;">In public relations, managing clients, colleagues, media contacts and&nbsp;spokespeople&nbsp;are essential PR functions. &nbsp;&nbsp;As a fast-paced entrepreneurial industry, motivated young people may get promoted quickly.&nbsp;&nbsp; While agencies do an excellent job of building staffer knowledge in strategic or skills areas, many companies fail to provide adequate relationship management or leadership training. &nbsp;Overlooking this critical component of growth is a detriment to staff, clients and may impact individual professional performance or advancement.</span></p> <p>Throughout my career at some of the world&rsquo;s largest and niche boutique firms, I witnessed some of the profession&rsquo;s best PR pros make significant management errors (I certainly made more than a few mistake over the years).&nbsp; I also have been inspired to see outstanding leaders, mentors and client relationship management experts.</p> <p>Following are my 10 management principles that make a successful leader.</p> <p>1) There is a distinct difference between being a boss and being a leader.&nbsp; A boss tells people what to do.&nbsp; Period.&nbsp; A leader inspires, motivates, instills trust and builds loyalty. Managers should strive to be great leaders, not great bosses. By focusing on leadership, staff will learn from you and want to contribute to your success, the clients&rsquo; as well as their own.</p> <p>2) Encourage participation by involving staff in conference calls, new business presentations, events and client meetings.&nbsp;Even if they aren&rsquo;t ready to be active participants, they will learn by watching.</p> <p>By studying the way you interact, they can learn to be problem-solvers who can formulate thoughtful responses in pressure situations.&nbsp; Young professionals will begin to understand how their work fits into and affects the larger scope of the business. Too often, staffers do research or administrative tasks without seeing how their day-to-day work contributes to the client relationship. They will appreciate being included and having the opportunity to learn from their supervisors.</p> <p>3) Delegate substantial projects, not just simple tasks. As managers, we too often give task-based assignments without sharing the long-term strategic plan or business implications. At agencies, client pressures and the frantic pace of the workday often make it easier for managers to tackle tough assignments on their own.&nbsp;&nbsp; It&rsquo;s hard to let go because you know you will do it right (i.e., your way) the first time.</p> <p>However, the time and effort it takes to teach someone by allowing him or her to work through the project will pay off.&nbsp;Staffers will appreciate the increasing trust and responsibility and will work harder to prove their value. Be accepting of different work styles or approaches. &nbsp;You will likely be surprised when presented with insightful new ideas and may learn something from your junior colleagues. By providing more responsibility for your team, you will free yourself to tackle more strategic work and build that long-term growth plan required by C-level executives. Cultivate these junior staffers to become leaders not the masters of tasks.</p> <p>4) Always guide staff to give you an answer.&nbsp; When you reward a young professional with substantial work, they will likely come to you with more questions. Build problem-solving skills by asking, &ldquo;What do you think?&nbsp; What would you do?&rdquo;</p> <p>It is in our nature as skilled PR practitioners to give the answer, solve the problem and move on to the next crisis.&nbsp;However, hand-holding your junior staff does not enable them to become critical or strategic thinkers. Remember, as a manager it is your job to mentor and train the future leaders of your organization.</p> <p>5. You have successfully delegated higher-level assignments. Newfound empowerment may lead to mistakes. Hold staff accountable for their thinking and actions. Challenge your team to evaluate the implications of their decisions. Do not always rescue them when they make errors along the way. This includes having junior staffers deal with some client issues directly.</p> <p>There are risks, but pride of ownership is a great motivator. Most clients demand senior leaders be assigned to their business, but often call with questions regarding minor account initiatives that should be handled by more junior staff. Provide clients with more resources and a greater depth of talent to service their accounts. When you show trust in your junior staff, clients will follow suit and begin to reserve calls to you for senior counsel needs.</p> <p>6. Your staff members have completed some challenging assignments. Don&rsquo;t forget to reward them for a job well done and advocate for them throughout the organization. To a junior staffer, saying, &ldquo;I&rsquo;m proud of you,&rdquo; may sound condescending. There is nothing a young professional hates more than feeling like a kid. Be specific with praise. Applaud them in front of their peers and senior managers.</p> <p>While most PR firms are part of public companies with specific raise and bonus restrictions, there are ways to reward the stars on your team. Well-crafted public congratulatory e-mails may be as effective as monetary rewards.&nbsp;Providing your staff with opportunities based on prior work serves as additional encouragement (i.e., including them in client meetings, brainstorm sessions, new business). Certainly, raises, bonuses and recognition outside of the normal promotion cycle are even better. Try to avoid the morale-killing cluster promotions that have become the norm. Individual recognition goes a long way.&nbsp; A well-crafted promotion email outlining the staffer&rsquo;s accomplishments should motivate others to strive for that level of excellence.</p> <p>7. Challenge junior colleagues to take charge of their career success. &nbsp;Some young professionals have a sense of entitlement. They feel they deserve the raise and promotion now.&nbsp; After all, they think they do everything, for the accounts they service. &nbsp;&nbsp;Ask them to outline their accomplishments and contributions in writing. This exercise teaches team members that illustrating concrete business contributions are required to advance in the PR profession. Help staffers become their own advocates, and, in so doing, they give you the information you need to support their growth.&nbsp; Ask what they really want, rather than telling them promotions and raises are regulated.</p> <p>What staffers want, financially and professionally, may surprise you. Often the requests are not as outrageous as you may suspect. A few thousand dollars and increased responsibility mean a great deal to young professionals. By listening to your staff, you can create a realistic road map together, and the onus falls on the staffer to advance based on the mutually set parameters for success.</p> <p>8. Hire only those who illustrate potential to become client leaders.&nbsp; Agency professionals are often so busy, they fill staff positions with mediocre candidates.&nbsp; Get involved in the hiring of entry-level staff.&nbsp;Those who cannot illustrate concrete accomplishments do not have a place on your team. Dismiss those who do not show potential to excel, or, better yet, don&rsquo;t hire them in the first place.</p> <p>9.&nbsp; Admit you&rsquo;re human. Take responsibility for your own errors.&nbsp; As a manager, you&rsquo;re a teacher.&nbsp; Show a sense of humility when you make an error.&nbsp; Admitting you are wrong and working to rectify the situation in a thoughtful manner builds camaraderie and encourages an honest approach to business.</p> <p>10.&nbsp; Conduct yourself and your approach to business, client service and management with high ethical and moral standards. Inspire future leaders by living and working with integrity.</p> <p>Managers who possess self-awareness, humility and a willingness to adjust their management techniques, build loyal and motivated teams.&nbsp;&nbsp; Strive to be a leader, not a boss.</p> <p>&nbsp;</p> <p><em>This article was originally published by Lorra&nbsp;M. Brown on 12th&nbsp;March 2012 at&nbsp;http://lorrambrown.wordpress.com/2012/03/12/how-to-be-a-leader-not-a-boss/</em></p> http://www.pria.com.au/priablog/how-to-be-a-great-leader-hint-dont-be-a-boss http://www.pria.com.au/priablog/how-to-be-a-great-leader-hint-dont-be-a-boss Mon, Jul 29 2013 Never Don't Be Negative <p><img alt="" src="/sb_cache/priablog/id/1994/f/smile.jpg" style="width: 259px; height: 194px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>Kevin Rudd&rsquo;s&nbsp;victory in the popularity polls shows punters love a spokesperson who is being positive and offering hope.</p> <p>In media, as in life, constant criticism and negativity won&rsquo;t win you any friends. It makes you look like a&nbsp;belligerent&nbsp;bully, so&nbsp;people tune out and don&#39;t hear your message.</p> <p>Most experienced media spokespeople know that instinctively. But for Tony Abbott, like Lord&nbsp;Voldemort, it&rsquo;s a lesson he has&nbsp;yet to learn.&nbsp;</p> <p>Rudd&rsquo;s sunny positivity is a stunning contrast to Abbot&rsquo;s tough negativity, and we can all take a leaf out of his media playbook.</p> <p>Negativity bubbles to the surface in many subtle ways, but the top three spokesperson crimes against positive communication are:</p> <p>1.&nbsp;Describing what it&rsquo;s not<br /> 2.&nbsp;Not talking about what it is<br /> 3.&nbsp;Arguing with the journalist about what it isn&rsquo;t</p> <p>The first one is pretty basic, but we hear it every day (particularly from lawyers and those in thrall to them). Let me argue my case with just two of my favourite quotes.</p> <p>First up:&nbsp;&ldquo;She&rsquo;s not a bimbo from the Philippines&rdquo;. It&nbsp;comes from a feature&nbsp;praising&nbsp;Rose Hancock, but her supporter got it wrong. Your words create images in your audience&rsquo;s mind, what images did that quote form?</p> <p>Now let me apologise in advance for the images that will form here but, as President Clinton so elegantly put it,&nbsp;&ldquo;I did not have sexual relations with that woman&rdquo;. &nbsp;Not pretty is it.</p> <p>Next up there&#39;s the&nbsp;seductive trap of&nbsp;devoting precious interview time to discussing someone else&rsquo;s view (or criticism) instead of expressing and supporting your own view. This is self-inflicted stupidity which gives your competition a free kick.</p> <p>As&nbsp;<a href="http://www.smh.com.au/comment/dr-no-why-abbott-is-captain-positive-20130715-2q05f.html">Gerard&nbsp;Henderson</a>&nbsp;points out, even Rudd is guilty of this one.&nbsp;</p> <p>In a lengthy 7.30&nbsp;interview, Rudd made at least 12 references to &#39;&#39;Mr Abbott&#39;&#39;, and at a more recent National Press Gallery address he is reported to have made more than 40 references. Kev mate, next time just talk about how great you are and how your policies will fix the nation, don&rsquo;t keep harping on about your competition.</p> <p>And finally there&rsquo;s arguing with a journalist over their point of view.</p> <p>It might feel really good to take on a journo and give them a serve, but they get the last laugh. If you&nbsp;devote time in&nbsp;the interview explaining why the journo is wrong&nbsp;you have just given them all the fuel they need to run their view. That&#39;s time you should have&nbsp;spent expressing your own view and the arguments that sustain it.</p> <p>Staying positive takes discipline and practice, but its critical if you want to cut through and be heard.</p> <p>&nbsp;</p> <p><em>This article was originally published by Geoffrey Stackhouse&nbsp;on 17th July 2013 at&nbsp;http://www.claritysolutions.com.au/blog/never-dont-be-negative-101&nbsp;</em></p> http://www.pria.com.au/priablog/never-dont-be-negative http://www.pria.com.au/priablog/never-dont-be-negative Fri, Jul 26 2013 Donât Bait a Journalist <p><img alt="" src="/sb_cache/priablog/id/1988/f/bait.jpg" style="width: 208px; height: 243px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>Clive Palmer is media poison​.</p> <p>His&nbsp;behaviour&nbsp;in press conferences and attitude towards journalists hasn&rsquo;t won him many friends in the Fourth Estate.&nbsp;Given how important communicating with the public is, it&rsquo;s strong evidence that the Palmer United Party will go down like the original Titanic.</p> <p>Take this clip from a presser a few weeks back where he tells a journalist to&nbsp;&lsquo;<a href="http://www.youtube.com/watch?v=GNC4DCpybE0&amp;feature=youtu.be">shut up</a>&rsquo;. Apart from his words, his physical and vocal presence is guaranteed to insult.</p> <p>And could this&nbsp;<a href="http://www.youtube.com/watch?v=OCPsjICQU9s&amp;feature=youtu.be">report on 7:30</a>&nbsp;be any more damaging?&nbsp;If Palmer is bitching about media coverage, he has only himself to blame.</p> <p>With a crew following him for days, the journalist&rsquo;s decision to lead with footage of&nbsp;<a href="http://www.youtube.com/watch?v=OCPsjICQU9s&amp;feature=youtu.be&amp;t=49s">Palmer in a sideshow</a>&nbsp;is a not so subtle way of shaping public opinion by sharing what he really feels.</p> <p>Then there are his candidates. Generally celebrities well past their use-by-date, guaranteed to appeal to Pauline Hanson&rsquo;s former voters. Even so, surely not all the candidates can be so stupid all the time. But have you ever seen one say something intelligent?</p> <p>Look at the grab from Bill Schoch&nbsp;in the 7:30 story. He must have said something sensible other than flying to the moon with Clive. Or the&nbsp;moment with footballer Glenn &ldquo;the Brick with Eyes&rdquo; Lazarus.</p> <p>While journalists&rsquo; analysis&nbsp;must be objective, how they portray people &ndash; the images and quotes used &ndash; show how they truly feel. And that&nbsp;speaks more powerfully than the commentary.</p> <p>Palmer must be using the &quot;how not to treat a journalist&quot; playbook, and he is paying the price. I&rsquo;ve never met the man but my impression of him,&nbsp;formed purely by reporting in the Australian media, makes me doubt he can tie his own shoelaces let alone run the country.</p> <p>But Clive, it&rsquo;s not too late &ndash; here are few tips.</p> <p>1.&nbsp;Show respect: Like you, journalists have a job to do. Turning up on time and resisting abusing them will do wonders for way they report the story.&nbsp;<a href="http://www.claritysolutions.com.au/our-company/trainers/sleifer">Sharon Leifer</a>, our broadcast specialist, has many tales of being kept waiting in the rain or blazing sun by arrogant pollies &ndash; which didn&rsquo;t predispose her to the interviewee when the cameras started rolling.</p> <p>2.&nbsp;Offer hospitality: Small courtesies like a cup of tea and a sandwich, a parking place or a polite comment on their work go a long way. Richard Branson always personally made Sharon a cup of tea when she interviewed him, and yes he probably had her eating out of his hand (sorry Sharon).</p> <p>3.&nbsp;Understand what they need: Journalists are talking to you for a story. Make sure you give them one or they&rsquo;ll report the most newsworthy thing you say or do. So if you want to focus attention on your leadership abilities and policies &ndash; spell them out, using concrete facts and figures. Give them images and quotes that illustrate what an intelligent and capable leader you are.</p> <p>And Clive, if you can&rsquo;t do that don&rsquo;t blame them for broadcasting you in Sideshow alley looking like a clown. Because they are just reporting the truth as they see it.</p> <p>We can&#39;t train you in commonsense or good manners, but we do understand media. If you&#39;d like a tune-up we have&nbsp;<a href="http://www.claritysolutions.com.au/trainingprograms/media-training/managing-media-performance">media training</a>&nbsp;programs to take you to the next level, whether you are a media novice or an old hand. We also run specialist&nbsp;<a href="http://www.claritysolutions.com.au/trainingprograms/media-training/maximising-your-broadcast-media-performance">workshops on broadcast</a>&nbsp;media so you can avoid looking like a clown and get your strategic message across.</p> <p>&nbsp;</p> <p><em>This article was originally published by Geoffrey Stackhouse on 26th June 2013 at&nbsp;http://www.claritysolutions.com.au/blog/dont-bait-a-journalist&nbsp;</em></p> http://www.pria.com.au/priablog/dont-bait-a-journalist http://www.pria.com.au/priablog/dont-bait-a-journalist Thu, Jul 25 2013 10 things clients get wrong about the media <p><img alt="" src="/sb_cache/priablog/id/1986/f/doh.jpg" style="width: 232px; height: 213px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>I&rsquo;ve been infuriated lately.&nbsp;<br /> <br /> I&rsquo;m sick and tired of all the bad ideas and strategies I&rsquo;ve heard from some of my clients and the clients of fellow publicists. I figured I would redirect my frustration by sharing with you the top 10 things anyone working with a publicist needs to understand.&nbsp;<br /> <br /> Yes, I&rsquo;m being blunt, but I&rsquo;m doing it with the best intentions to keep you from making stupid mistakes that will cost you interviews or, worse, your credibility.&nbsp;<br /> <br /> 1. No, we can&rsquo;t ask for the questions ahead of time.&nbsp;<br /> <br /> I will never, ever, ever ask a reporter or TV producer for the questions they plan on asking in your interview ahead of time. So don&rsquo;t ask me. It will make you and me both look like idiots. If you want to completely undermine your expert status and credibility, go ahead and ask for the questions yourself. You&rsquo;re supposed to be the authority on your topic, and that&rsquo;s why the media is talking to you. They expect you to be able to handle anything they throw at you. Asking for the questions tells them otherwise. While we&rsquo;re at it, no, I also won&rsquo;t annoy the busy reporter by asking when the story will run. Of course I&rsquo;ll be happy to check in with him or her after some time has passed.&nbsp;<br /> <br /> 2. You&rsquo;re probably not going to get on the &ldquo;Today&rdquo; show, so stop asking.&nbsp;<br /> <br /> It&rsquo;s still laughable to me whenever a client asks, &ldquo;When will you get me on the &lsquo;Today&rsquo; show?&rdquo; The reality: If you and your topic are a good fit for &ldquo;Today,&rdquo; know that I am pitching &ldquo;Today&rdquo; and other similar shows. Also realize that just because I have put other people on &ldquo;Today&rdquo; and similar national TV shows, that doesn&rsquo;t mean I can automatically place you there. Yes, my relationships and credibility with producers will help somewhat, but only to a point. The competition is extremely fierce at that level, and although breaking in is possible, it won&rsquo;t happen for some people.&nbsp;<br /> <br /> 3. Stop telling me you don&rsquo;t care about local TV.&nbsp;<br /> <br /> If you don&rsquo;t care about local TV and are interested only in national TV, you&rsquo;re an idiot. If I hook a national TV producer on the idea of having you as a guest, the first question he or she will ask me is, &ldquo;Does this person have any other television experience?&rdquo; Local TV helps lead to national TV, plus it&rsquo;s still major credibility in its own right. When someone looks you up on the Internet, what do you want them to see: only things you&rsquo;ve written or produced about yourself, or credible TV interviews with you, even if they are on local TV?&nbsp;<br /> <br /> 4. You&rsquo;re probably not going to sell a lot of books.&nbsp;<br /> <br /> Unless you name is John Grisham or James Patterson, don&rsquo;t expect to sell a lot of books from appearing in the media, and don&rsquo;t ask me how many books you&rsquo;re going to sell. You might sell millions. You might sell none. The one thing I&rsquo;ve learned about forecasting book sales is that there is no good way to forecast book sales. Being in the media is about building credibility through a third-party implied endorsement, not about selling books. It&rsquo;s about leveraging your media coverage to help build multiple income streams. Your book might turn out to be one of those streams, but it is more likely to help you earn other income than to be a major profit center in its own right.&nbsp;<br /> <br /> 5. This isn&rsquo;t a short-term strategy.&nbsp;<br /> <br /> People call my office and say, &ldquo;Can I hire you for a month?&rdquo; The answer is no, because you can&rsquo;t do this for one month and expect to get big-time results. If you want to hire someone for a month, hire someone else who is happy to take your money and doesn&rsquo;t care about disappointing you and undermining their own reputation. Publicity is a long-term strategy that takes time and the ability to develop new story angles and play off current events. Those events will happen, but they might not coincidentally happen during the first few weeks. Just as you might advertise for the life of your business, publicity should be approached the same way to continue to build your credibility.&nbsp;<br /> <br /> 6. Your product, book, or service isn&rsquo;t going to change the world.&nbsp;<br /> <br /> I believe in my clients and their messages. I really do. Otherwise I wouldn&rsquo;t be representing them. But I can&rsquo;t tell you how many times I&rsquo;ve heard, &ldquo;The media is going to eat this up! This is really going to change lives! It&rsquo;s a &lsquo;game changer&rsquo;!&rdquo; I believe in you, but I hear it every day. Take a step back, and understand that the competition for precious minutes of TV time or inches of print is fierce. Although you probably have a very good idea, it&rsquo;s not the only one out there, and just because you and I think it&rsquo;s good, you can&rsquo;t expect every media outlet to agree.&nbsp;<br /> <br /> 7. Stop wasting your time with expensive press releases.&nbsp;<br /> <br /> You don&rsquo;t need a publicist to write a press release and distribute it through a service such as PR Newswire or BusinessWire. You can do that yourself. Most press releases are self-serving and contain no news value. If you still want to pay these companies a lot of money to have your release lost in a sea of press releases so nothing much comes of it, I&rsquo;m happy to help. I just think there are better ways for you to spend your money.&nbsp;<br /> <br /> 8. Excuse me for trying to make you interesting.&nbsp;<br /> <br /> Sometimes it&rsquo;s not what you say but how you say it. You might be the expert of all experts in your field, but if you&rsquo;re boring, nobody is going to care. My favorite example of what I&rsquo;m saying is my client Steve Siebold&rsquo;s book, &ldquo;Die Fat or Get Tough: 101 Differences in Thinking Between Fat People and Fit People.&rdquo; His premise: If you&rsquo;re fat, it&rsquo;s your fault. That one phrase has resonated on television show after television show all over the world. Of course, he also has plenty of useful but more mundane advice like &ldquo;eat better and exercise more.&rdquo; But if he led with that, do you think he would have been featured all over the world? Nope. Spice it up!&nbsp;<br /> &nbsp;</p> <p>9. Lack of results isn&rsquo;t always the publicist&rsquo;s fault.&nbsp;<br /> <br /> With anyone I work with, have previously worked with or will one day work with, I give it my all, 100 percent dedication and commitment to doing the best I can. But after all, I&rsquo;m selling you and your message. I&rsquo;ve worked with really strong messages and others that aren&rsquo;t as solid. If you&rsquo;re not getting the media coverage you believe you&rsquo;re entitled to, don&rsquo;t always blame your publicist, but instead take a look at the goods you&rsquo;re bringing to the table. Not all clients are created equal. Having said that, though, I won&rsquo;t take a client whose message I don&rsquo;t think I can sell.&nbsp;<br /> <br /> 10. I don&rsquo;t care what your branding strategist or social media team is doing.&nbsp;<br /> <br /> Many of my clients and the clients of other publicists have independent branding consultants, advertising teams, internal marketing people, and social media teams they work with as well. Though I&rsquo;m always happy to jump on a call with them or hear what they&rsquo;re up to, it&rsquo;s usually a big waste of time and doesn&rsquo;t concern me. I don&rsquo;t care how many Facebook and Twitter messages your social media team is putting out; I care only about generating a lot of media coverage for you to help you build a massive amount of credibility that you can leverage forever.&nbsp;</p> <p>&nbsp;</p> <p>This article originally published by&nbsp;Bruce Serbin on 12th July 2013 at&nbsp;http://www.prdaily.com/Main/Articles/14828.aspx&nbsp;</p> http://www.pria.com.au/priablog/10-things-clients-get-wrong-about-the-media http://www.pria.com.au/priablog/10-things-clients-get-wrong-about-the-media Wed, Jul 24 2013 âEverything-vertisingâ: Is any marketing channel off limits? <p><img alt="" src="/sb_cache/priablog/id/1984/f/vertising_marketing-medium.jpg" style="width: 400px; height: 267px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>Tired of being limited to the traditional online, offline, online/offline, and electronic marketing channels to disseminate your brand&rsquo;s message?&nbsp;<br /> <br /> Don&rsquo;t worry. The next marketing medium is simply the one that no one has thought of yet. The one that was previously unheard of, taboo, ridiculous, silly, uncomfortable, or just plain stupid.&nbsp;<br /> <br /> Perhaps it&rsquo;s always been this way, but it seems as though the overriding objective of today&rsquo;s marketing pros is simply to out-clever one another.&nbsp;<br /> <br /> These days, nothing is off-limits as a marketing medium.&nbsp;<br /> <br /> <a href="http://www.adweek.com/adfreak/tiny-billboards-dollar-shave-club-will-soon-appear-bushy-beards-across-america-151078">Not beards.</a>&nbsp;<br /> <br /> <a href="http://www.prdaily.com/Main/Articles/Your_ad_here_Marketers_turn_to_tattoos_14716.aspx">Not skin</a>&nbsp;(nor&nbsp;<a href="http://www.mediabistro.com/agencyspy/street-waxing-advertisement-or-psa_b50530">body hair</a>, for that matter).&nbsp;<br /> <br /> <a href="http://adsoftheworld.com/media/ambient/eisenbahn_strong_golden_ale_urinal">Not urinals</a>.&nbsp;<br /> <br /> Apparently&nbsp;<a href="http://www.prdaily.com/Main/Articles/Peevertising_How_snow_became_the_marketers_newest_13950.aspx">not snow</a>, either.&nbsp;<br /> <br /> Match the medium to the message and the audience. That&rsquo;s essentially the charge of any marketer. So, what constitutes a marketing medium today?&nbsp;<br /> <br /> If you can think of it, shoehorn your brand&rsquo;s message to it, get approval up the chain, and disseminate it, it&rsquo;s a marketing medium. Nothing&rsquo;s beyond the pale, so the more absurd, shocking, or bizarre, the better, right?&nbsp;<br /> <br /> Hold on, though. If the absurdity of the medium outweighs the message, I wonder whether you can consider your mission accomplished. Let&rsquo;s take the body waxing story I linked to above. Take a look at <a href="http://www.youtube.com/watch?feature=player_embedded&amp;v=nxsuEcYIcA4">this video:</a>&nbsp;</p> <p><a href="http://www.youtube.com/watch?feature=player_embedded&amp;v=nxsuEcYIcA4">http://www.youtube.com/watch?feature=player_embedded&amp;v=nxsuEcYIcA4</a></p> <p>Now&mdash;without going back to the video&mdash;can you name the company it was promoting? I couldn&rsquo;t. (It&rsquo;s Toronto&rsquo;s Fuzz Wax Bar, by the way.)&nbsp;<br /> <br /> However, I had no problem recalling that Dollar Shave Club was behind this bit of &ldquo;<a href="http://www.adweek.com/adfreak/tiny-billboards-dollar-shave-club-will-soon-appear-bushy-beards-across-america-151078">beardvertising</a>.&rdquo; The irony of advertising a product that causes beardlessness on a big, bushy beard is striking and memorable.&nbsp;<br /> <br /> So, that&rsquo;s the key to all this. If you&rsquo;re thinking of going with one of these rogue marketing ideas, make sure the medium is only part of the story. As with pretty much all marketing, it&rsquo;s successful only if your message resonates.&nbsp;</p> <p>Even in this age of everything-vertising, it should come as no shock that the basic tenets of marketing will shine through.&nbsp;</p> <p>&nbsp;</p> <p><em>This article was originally published by Kevin Allen on 12th July&nbsp;2013 at&nbsp;http://www.prdaily.com/Main/Articles/14827.aspx&nbsp;</em></p> http://www.pria.com.au/priablog/everything-vertising-is-any-marketing-channel-off-limits http://www.pria.com.au/priablog/everything-vertising-is-any-marketing-channel-off-limits Tue, Jul 23 2013 Breaking down the 4 social media archetypes <p>It&rsquo;s hardly a surprise that a handful of social-media users with huge followings can impact a whole lot. But the buck doesn&rsquo;t stop there.<br /> <br /> Not everyone who could be considered a social-media influencer interacts with fans, followers and friends in the same ways, according to an infographic from accounting software firm Blackbaud. The infographic defines four types of social media personas, with tidbits to help PR pros and marketers better understand and reach them. They are:<br /> <br /> Key influencers.&nbsp;Influencers are well respected, widely published and engage those they do and don&rsquo;t know.<br /> <br /> Engagers.&nbsp;They&rsquo;re quick to share their thoughts across the Web and wield strong influence on their personal networks.&nbsp;<br /> <br /> Multichannel consumers.&nbsp;They watch more than they participate and engage with others the old-fashioned way: face to face.&nbsp;<br /> <br /> Standard consumers.&nbsp;This group gets their content from close family and friends and is most likely to engage through personal experience with you or your product.&nbsp;<br /> <br /> Aside from illustrating the archetypes of the kings and queens of social media, Blackbaud offers some other interesting findings. For instance, 92 percent of consumers trust friends, family and word- of-mouth above all forms of advertising.&nbsp;<br /> <br /> Check out the full infographic:&nbsp;</p> <p><img alt="" src="/sb_cache/priablog/id/1982/f/social-media-influencers-infographic.jpg" style="width: 400px; height: 1991px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p><em>This article originally published by&nbsp;Michael Nolledo&nbsp;on 12th July 2013 at&nbsp;http://www.prdaily.com/Main/Articles/14823.aspx</em></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> http://www.pria.com.au/priablog/breaking-down-the-4-social-media-archetypes http://www.pria.com.au/priablog/breaking-down-the-4-social-media-archetypes Mon, Jul 22 2013 5 secrets to staying sane when you manage social media <p><img alt="" src="/sb_cache/priablog/id/1980/f/cube.jpg" style="width: 237px; height: 213px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>Are you a social media department of one or few? With all the new Facebook tools, budding social networks and fast-paced Twitter chats, it can be hard to keep up with social media, much less achieve your desired goals.&nbsp;<br /> <br /> But fear not, it is possible. Here are five strategies to keep you sane and savvy.<br /> <br /> 1. Create a social media cheat sheet.&nbsp;<br /> <br /> This will take some experimenting. Start by determining how many times you want to post to your social networks per day. Do this through trial and error to learn how your audience responds. Then determine what type of content to share.&nbsp;<br /> <br /> For example, if you post to your brand&rsquo;s Facebook page five times a day, perhaps your schedule could look something like this (Facebook has a&nbsp;<a href="http://www.prdaily.com/socialmedia/Articles/11792.aspx">built in scheduling tool</a>&nbsp;now, by the way).&nbsp;<br /> &nbsp;</p> <p>8:00 a.m. &ndash; Post content from your site or write a &ldquo;good morning&rdquo; message<br /> 10:00 a.m. &ndash; Poll your audience<br /> 12:00 a.m. &ndash; Post something funny from another site<br /> 2:00 p.m. &ndash; Post content from your site<br /> 4:00 p.m. &ndash; Post a&nbsp;<a href="https://www.facebook.com/prdaily/posts/427100257322498">fill in the blank</a><br /> 6:00 p.m. &ndash; Post content from your site</p> <p>You can do something similar with Twitter and Google+.&nbsp;<br /> <br /> 2. Dedicate time to your favorite sites.<br /> <br /> Staying abreast of social media news can be trying. Figure out which websites you find most useful and dedicate at least a half hour every morning to review them.&nbsp;Social Media Examiner,<a href="http://www.linkedin.com/today/">&nbsp;LinkedIn Today</a>,&nbsp;<a href="http://www.hubspot.com/">HubSpot</a>,&nbsp;<a href="http://searchengineland.com/">Search Engine Land</a>, and&nbsp;<a href="http://www.nytimes.com/pages/technology/index.html">The New York Times&nbsp;tech column</a>&nbsp;are useful for social media news.&nbsp;<br /> <br /> 3. Maintain your own presence (not just that of your brand).<br /> <br /> It&rsquo;s easy to lose your voice, so to speak, when you&rsquo;re busy scheduling tweets, posting to Facebook, and responding to issues and questions for a brand or client.&nbsp;<br /> <br /> To ensure that you&rsquo;re maintaining your social media presence, try using&nbsp;Buffer, or another scheduling platform, to share useful information.&nbsp;<br /> <br /> Better yet, while perusing social media articles during your allotted time in the morning, you can &ldquo;Buffer&rdquo; the posts you find most useful to share them throughout the day on Twitter. This will help position you as a thought leader in your field and help your social media buddies find useful posts. You can use&nbsp;<a href="https://hootsuite.com/">Hootsuite&nbsp;</a>or&nbsp;<a href="http://www.tweetdeck.com/">TweetDeck&nbsp;</a>to schedule posts to Facebook and LinkedIn, too.<br /> <br /> 4. Make it easy to respond to comments.<br /> <br /> Create an email account just for your social media channels. This way you can receive updates from Twitter when someone mentions you, LinkedIn when someone responds to an article you posted, and Facebook when someone comments on a post all in one place.&nbsp;<br /> <br /> Use tools like&nbsp;<a href="http://www.socialmention.com/">Social Mention</a>&nbsp;to find out what people are saying about your brand.&nbsp;<br /> <br /> 5. Carve out time for measurement.<br /> <br /> Ah, the dreaded talk of social media measurement. Whether your CEO is a social media fanatic or a skeptic, you need to keep track of your social media efforts. It isn&rsquo;t just about showing your boss that social media is worth it; measuring also makes your job easier and more satisfying. Looking at the results of the fruits of your labor can help you identify your audience, what kind of posts they respond to, and how you can be more efficient in your efforts.&nbsp;<br /> <br /> Here are some quick measurement tips:</p> <p>&bull; Google Analytics is invaluable. You can&nbsp;<a href="http://analytics.blogspot.com.au/2012/03/capturing-value-of-social-media-using.html">track referrals from social media platforms to your site</a>, set goals and more.&nbsp;<br /> &bull; Start with an&nbsp;<a href="http://www.ragan.com/Main/Articles/How_to_start_measuring_social_media_even_if_you_ha_44878.aspx">understanding of what your company needs</a>&nbsp;and make sure you measure and track how social media is helping push these goals forward: Are you hoping to increase sales? Are you trying to reach a new audience? Are you re-branding your company image? Know your KPIs or &ldquo;key performance indicators.&rdquo;<br /> &bull; Start small. Create an excel doc and just start tracking based on your KPI&rsquo;s. You&rsquo;ll start seeing patterns right away and can refine your efforts as necessary as you go along.&nbsp;</p> <p><br /> <em>This article was published by Samantha Hosenkamp&nbsp;on 14th July 2013 at http://www.prdaily.com/Main/Articles/14829.aspx &nbsp;and this story first appeared on PR Daily in June 2012.</em></p> http://www.pria.com.au/priablog/5-secrets-to-staying-sane-when-you-manage-social-media http://www.pria.com.au/priablog/5-secrets-to-staying-sane-when-you-manage-social-media Fri, Jul 19 2013 SnapChat Targets Tweens with SnapKidz â Hide your kids, hide your wi <p><img alt="" src="/sb_cache/priablog/id/1978/f/snapchat ghost.jpg" style="font-size: 1.1em; line-height: 1.5em; width: 225px; height: 225px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p><span style="font-size: 1.1em; line-height: 1.5em;">Snapchat has yet to show any signs of </span>self-destructing<span style="font-size: 1.1em; line-height: 1.5em;">. In fact, it&rsquo;s blowing up. Nielsen recently reported that </span>Snapchat<span style="font-size: 1.1em; line-height: 1.5em;"> had more than 8 million unique users in May 2013 with adults on Nielsen&rsquo;s U.S. panel accessing the </span>app<span style="font-size: 1.1em; line-height: 1.5em;"> on average 34 times that month.&nbsp;</span><a href="http://www.snapchat.com">Snapchat</a><span style="font-size: 1.1em; line-height: 1.5em;"><a href="http://www.snapchat.com">&nbsp;</a>now sees 200 million snaps exchanged per day, up from 60 million in February. According to my good friend&nbsp;<a href="http://abcnews.go.com/Technology/snapchat-releases-snapkidz-tween-users/story?id=19483458#.UcoPvOuE6OU">Jennifer Van Grove</a>&nbsp;at CNET, that places </span>Snapchat<span style="font-size: 1.1em; line-height: 1.5em;"> in the league of the majors. Facebook for example,sees 350 million photo uploads per day.</span></p> <p>&nbsp;</p> <p>The young company also recently snapped up $60 million from&nbsp;<a href="http://blogs.wsj.com/digits/2013/06/24/ivp-defends-60-million-investment-in-snapchat/">Institutional Investment Partners</a>&nbsp;at an $800 million valuation. Yes, it&rsquo;s close to joining the billion dollar club. In this round, the company&rsquo;s cofounders, Evan Spiegel and <a href="http://news.cnet.com/8301-1023_3-57591017-93/snapchat-founders-reportedly-pocket-$20m-from-funding-deal/">Bobby Murphy</a>,&nbsp;reportedly&nbsp;sold personal shares in a secondary offering at $20 million or $10 million each.</p> <p>Now You See Me, Now You Don&rsquo;t &ndash; From SnapChat to SnapKidz</p> <p>As the network continues to mature, it must explore new tools and services to help ease concerns of a provocative subculture that knows no age limit. To do so, SnapChat introduced SnapKidz, an age-gated version for honest users (aka kids or tweens) under 13. I shared some of my thoughts on the new app with Joanna Stern over at&nbsp;<a href="http://abcnews.go.com/Technology/snapchat-releases-snapkidz-tween-users/story?id=19483458#.UcoPvOuE6OU">ABC News</a>. I&rsquo;ve shared part of the discussion below&hellip;</p> <p>SnapKidz is a clever app and an even more ingenious solution to address Generation Z. SnapKidz is embedded within Snapchat and unlocks automatically when children indicate that their age is in fact under 13. The modified app however doesn&rsquo;t allow younger children to sure pictures however. But, they&rsquo;re permitted to capture pictures and add captions and drawings to each. I&rsquo;m sure it&rsquo;s fun in its own way and of course, kids will find a way to share them. They will not self-destruct however.</p> <p>Generation Z is an important market for the future of mobile and social networking. If we thought that Millennials were digital natives, Generation Z will make everyone blush. Providing them with an app is part branding and part CYA. While popular, Snapchat is also synonymous with adult-like interactions that really are meant to self-destruct. To comply with COPPA (the Children&rsquo;s Online Privacy Protection Act), Snapchat offers a proactive age-gate fix for kids interested the app with safety nets built in for those who tell the truth. This is noteworthy and important. Not only are kids prevented from sharing, they are also protected from receiving explicit content from older kids and adults.</p> <p>While I believe that many children will use the app, I also believe that kids will be kids. The appeal of Snapchat isn&rsquo;t the ability to take pictures and caption or draw on them. The attraction is the self-destruct feature which naturally begets curiosity.</p> <p>Be warned however. Treat Snapchat as if the pictures you share can find a way online. There are always interesting ways discovered to take a&nbsp;<a href="http://www.macrumors.com/2013/06/24/ios-7-disables-screenshot-interruptions-allows-users-to-secretly-take-snapchat-screenshots/">screenshot&nbsp;</a>of a supposedly self-destructing picture. My advice here is to parents&hellip;please check your kid&rsquo;s phones. They need supervision and guidance. And, parents also need to be aware. Just because they don&rsquo;t understand this world doesn&rsquo;t excuse the fact that these new worlds exist. Let&rsquo;s not forget that Instagram is taking off among Generation Z not because it was &ldquo;safe,&rdquo; but instead because parents initially mistook the thriving social network as a simple&nbsp;<a href="http://news.cnet.com/8301-1023_3-57572154-93/why-teens-are-tiring-of-facebook/">camera app</a>.</p> <p>&nbsp;</p> <p>This article originally published by Brian Solis&nbsp;on 25th June 2013 at&nbsp;http://www.briansolis.com/2013/06/snapchat-targets-tweens-with-snapkidz-hide-your-kids-hide-your-wife-hide-your-husband/&nbsp;</p> http://www.pria.com.au/priablog/snapchat-targets-tweens-with-snapkidz-hide-your-kids-hide-your-wife-hi http://www.pria.com.au/priablog/snapchat-targets-tweens-with-snapkidz-hide-your-kids-hide-your-wife-hi Thu, Jul 18 2013 Tips for Working with PR Freelancers <p><img alt="" src="/sb_cache/priablog/id/1976/f/Freelance-Aint-Free.jpg" style="width: 200px; height: 230px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>Executing a successful PR campaign usually requires effort from several different people. You have writers, people responsible for media outreach, photographers, and a host of others involved in executing all the various tasks required to carry out your PR efforts. With so many hands on deck, it&rsquo;s often necessary or beneficial to hire freelancers to help on your projects.<br /> <br /> There are many benefits to hiring freelancers, but there are also challenges and risks that come with taking the plunge. The freelancer is untethered from your work environment, which means you don&rsquo;t have the ability to monitor them as closely as you might like. Freelancers have other clients and projects to manage, so your project might not necessarily be their top priority.&nbsp;<br /> <br /> On top of that, you just never know what you&rsquo;re going to get each time you hire a new freelancer. One freelancer might provide great work at a quick turnaround; another might do awful work, miss deadlines, and be slow to respond whenever you email or call them.<br /> <br /> So what can you do to help ensure you have successful experiences working with freelancers on your PR projects? Try these:<br /> <br /> Always review their work and referrals before hiring.&nbsp;Freelancers need projects to keep the money coming in so they can pay the bills and keep food in the fridge. So, it&rsquo;s understandable that a freelancer will claim he or she is great and the perfect fit for your project, but you can&rsquo;t take their word for it. You must see relevant samples of their work before agreeing to work with them.&nbsp;<br /> <br /> Get on the phone.&nbsp;It&rsquo;s important to hire freelancers you feel comfortable with and have good chemistry with. It&rsquo;s hard to gauge this by email. That&rsquo;s why when you&rsquo;re in the hiring phase, I recommend talking to the candidate on the phone. You can get a much better sense of who they are and how well you&rsquo;ll be able to work together by having a real conversation with them.</p> <p>Create clear project expectations.&nbsp;Poor communication spells disaster for any project, and because freelancers probably won&rsquo;t be working side-by-side with you, it&rsquo;s incredibly important that you take extra steps to clearly communicate your expectations. The freelancer should have a total understanding of what you want, how you want it, and when you want it. You don&rsquo;t necessarily need to be a micromanager, but you can&rsquo;t skimp on the details and expect the project to get done the way you&rsquo;d like.<br /> <br /> Be responsive.&nbsp;Whenever people talk about working with freelancers, they tend to focus on the freelancer&rsquo;s responsiveness, or lack thereof, to the company that hires them. But it&rsquo;s also important for the company&mdash;that&rsquo;s you&mdash;to be responsive to the freelancer. Whenever the freelancer emails you to ask a question or looking for guidance, you need to be quick to respond with an answer. That&rsquo;s what will keep your project on target.<br /> <br /> Know when to cut your losses.&nbsp;Unfortunately, some freelancers just suck. You can do your homework and think you&rsquo;ve hired the right person, but when it comes time to get the job done, they don&rsquo;t do it right or are just a pain in the butt to work with. Of course, when you have money invested in that person, it&rsquo;s hard to just let them go and flush that money down the toilet. You&rsquo;ve got to know when to cut your losses. Sometimes, the freelancer just isn&rsquo;t the right fit, and the longer you wait to let them go, the worse things will get for your campaign.<br /> <br /> Take care of your freelancers.&nbsp;Freelancers work hard for clients that are good to them. You want to build good relationships with your trusted freelancers, so you can turn to them any time you need help on a project. That means you need to take care of your freelancers. Pay them on time, don&rsquo;t have unrealistic demands, don&rsquo;t be the client who is always waiting until the last minute to ask for help, and so on. Take care of them, and they&rsquo;ll take care of you.</p> <p>&nbsp;</p> <p>This article was originally published by Mickie Kennedy at&nbsp;http://www.ereleases.com/prfuel/tips-for-working-with-pr-freelancers/</p> <p>This article previously appeared in PR Fuel (http://www.ereleases.com/prfuel/), a service of&nbsp;eReleases.com&nbsp;Press Release Distribution (http://www.ereleases.com)</p> http://www.pria.com.au/priablog/tips-for-working-with-pr-freelancers http://www.pria.com.au/priablog/tips-for-working-with-pr-freelancers Wed, Jul 17 2013 Personal branding: 5 components to help you land a job <p><img alt="" src="/sb_cache/priablog/id/1974/f/bluefish.jpg" style="width: 250px; height: 201px; float: left;" /></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>Days after graduating from college, I landed a job at a PR agency and received a promotion to an executive level position within less than a year. While I owe a lot of my success to my Alma Mater, one thing that made all the difference was personal branding.&nbsp;<br /> <br /> Essentially, personal branding is how we market ourselves. It seems farfetched to consider marketing ourselves as if we were a product, but guess what&mdash;you&nbsp;are&nbsp;a product, and a very unique one at that.&nbsp;<br /> <br /> For example, Nike, Apple, and Target all have distinct, unforgettable brands. You can use the same concept by establishing a personal brand.<br /> <br /> Just imagine if these iconic brands chose to disregard the concept of product branding. That means no memorable taglines, logos, messaging, culture, engagement, appeal, visibility, partnerships, etc. Without a solid brand, you lose visibility and become overlooked. Given our economic climate&mdash;12.8 million Americans unemployed, 1.5 million jobless college grads&mdash;you probably thought of our job market. you can&rsquo;t afford to go unnoticed.<br /> <br /> To begin this process, you need to first identify and determine a few things:&nbsp;<br /> &nbsp;</p> <p>&bull; Define yourself:&nbsp;What are your unique skills, experiences, and values? What makes you different?<br /> &bull; Determine your audience:&nbsp;Who are you trying to reach?<br /> &bull; Establish your messaging:&nbsp;What are you trying to convey? What do you want others to remember about you?&nbsp;</p> <p><br /> Identifying these areas will form the backbone of your brand. Once you pinpoint them, you can begin constructing the other pieces needed to communicate your brand. This is the fun part. To effectively communicate your brand, think of yourself as if you were an organization. What tools would you need to enable others to be able to identify you?&nbsp;<br /> <br /> Implementing the following tools will be essential:&nbsp;<br /> <br /> Logo.&nbsp;What fonts, colors, shapes, etc. represent your name/brand identity? For example, let&rsquo;s say you want to convey you are a bold thinker. You could think of symbols you associate with the word &ldquo;thinking&rdquo; to design your logo. You could also use bold fonts or colors to design your name or initials. Remember, simple is more memorable, so try to design with only one to two fonts and three to four colors in mind.&nbsp;<br /> <br /> Tagline.&nbsp;What&rsquo;s the one line that people should relate to your name/brand? For example, when you hear &ldquo;Eat Fresh,&rdquo; you probably think of Subway and its fresh ingredients? Imagine if Subway didn&rsquo;t have a tagline. Would you think it was a sandwich restaurant or a transportation organization?&nbsp;<br /> <br /> Back to our &ldquo;bold thinker&rdquo; example: This is only one facet of your brand identity. You should also consider your other strong suits to establish a more far-reaching brand so that you don&rsquo;t miss out on other opportunities.&nbsp;<br /> <br /> Let&rsquo;s say your top three traits are bold thinking, strategizing, and relationship building. One possible tagline to express these traits could be: &ldquo;Intentionally connecting your ideas.&rdquo; Remember, taglines are unique to you and offer a distinct definition of who you. Think of the U.S. Army&rsquo;s &ldquo;Be All That You Can Be&rdquo; and Sprite&rsquo;s &ldquo;Obey Your Thirst.&rdquo;&nbsp;<br /> <br /> Brand tools.&nbsp;Creating personalized business cards, stationary, a website, etc. says to potential employers that you take yourself seriously and that you bring professionalism with your work.&nbsp;<br /> <br /> Social media.&nbsp;It seems no discussion is complete without mentioning the role social media should play. In this case, your brand should have a presence on social media outlets such as Facebook, Twitter, and especially LinkedIn. Note I said&nbsp;your&nbsp;brand. If you have personal accounts on any of these outlets, it would be in your best interest to tailor your accounts to your brand messaging otherwise you could be conveying opposing messages. For example, if I design my brand in a way that tells potential employers I am highly motivated and driven, they should not find a Twitpic of me looking bored at work with a description saying, &ldquo;It&rsquo;s only 8:05 a.m.&rdquo;&nbsp;<br /> <br /> Greeting cards.&nbsp;This seems to be a dying art in today&rsquo;s electronic world. But research shows that 90 percent of people prefer receiving a real card over an e-card. Why? Because it&rsquo;s more authentic, sincere, personal, and memorable, and therefore a great way to get your personal brand noticed. SendOut Cards is one of the most effective communication tools today; it enables you to design cards so customizable that you can even upload your own handwriting. You can use them to send a thank you card to that person in HR who set up your interview