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Public Relations

• 03.14.10
  Deciduous marketing is a big barrier to authentic brand conversations Advertising, Public Relations, Social media | (0)

  Marketing Communications is analogous to a conversation. It is particularly true today.  The Internet has empowered consumers to challenge, advocate and interact with the companies of their choosing via readily available and inexpensive forms of mass media. Marketing conversations were largely one dimensionl pre-Internet.  Regular and hopefully relevant messages were filtered via various marketing channels and disciplines to the end customer.  They were generally self serving: Look at this new product! Take up this offer on this new package! Here's what we think about this. Aren't we smart/committed/interesting? The conversations were intermittent and short lived - more often than not the communication existed to drive ...
• 02.23.10
  PR Industry Must Develop Workable Metrics for Measuring Campaigns Public Relations, Social media | (4)

  The outdoor advertising industry in Australia today announced Move, the world's first outdoor advertising measurement system. The system takes Government data sources relating to traffic flow and consumer movements and compares this with a visibility rating for the outdoor media site, whether it be a billboard, bus stop or railway station.  Each media site has its own visibility rating based on a combination of data points, the site's physical characteristics (i.e. location, lumination etc.) and eye tracking data, which is charted on Move's Opportunity To See (OTS) and Likelihood To See (LTS) metric.   Could such a system be applied to PR measurement online?  What is the ...
• 12.01.09
  Change in Australia’s corporate culture is required to drive social media Public Relations, Social media | (3)

  Over the past two months, I have been working with a small team at Burson-Marsteller in Sydney (my agency) on a PR research project which looked at the use of social media by the biggest brands in Australia.  This has been a very enjoyable and interesting project, which resulted in some great media exposure for the agency this week: The Australian: Big Brands Are Failing Social Media Test (Simon Canning) Marketing Magazine: Social Media Still Misunderstood by Brands Campaign Brief: Australian Social Media Study of Top 20 Brands Shows a High Number of Inactive Accounts One of the challenges that we encountered with this ...
• 12.01.09
  Social media Compliance is another complicating factor for marketers and PR Blogging, Public Relations | (0)

  BzzAgent is a WOM agency that manages a network of 600,000 highly engaged consumer volunteers located throughout the US, Canada and the UK.  The WOM company has just announced a series of Compliance services to ensure that its clients in PR and marketing departments do not contravene the FTC's Guides on endorsements in social media, which come into effect today. I wrote an article in favour of these guidelines for Mumbrella. BzzAgent refers to its network members as volunteers.  I thought volunteers worked for not-for-profits.  I think its inevitable that the WOM agencies will have to make full disclosure and transparency core to their ...
• 11.21.09
  Google Sidewiki causes a PR headache Public Relations, Social media | (2)

  Julian Lee at the Sydney Morning Herald interviewed me a week or so ago for a story on Google Sidewiki and the implications for PR advisers and businesses, more generally. The story also ran in the The Age, the Melbourne daily. Julian posed the question: Is Google Sidewiki a threat or an opportunity? I think that it is both and made the point that active participation in conversation via Sidewiki provided another PR opportunity for organisations to communicate with their customers. I also suggested that businesses develop a policy for Sidewiki and that they publish this so that customers know what to ...

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recent posts

• Deciduous marketing is a big barrier to authentic brand conversations
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• PR Industry Must Develop Workable Metrics for Measuring Campaigns
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• Change in Australia’s corporate culture is required to drive social media