Month: June 2012

Has ‘STOP PRESS’ taken on a totally new meaning?

Posted on June 29, 2012 by

Having worked in the PR industry for more than a decade I have been some significant changes, not least the move to more online mediums and methods of communication. There was once a time when you would draft, approve and print a press release before spending hours at a fax machine – not any more.

Digital technology and new ways of working mean you can have a press release drafted and out of the door in a matter of hours. It isn’t just ways of working that have changed however with more newspapers featuring online content that can be viewed and then shared with millions of people around the globe at the touch of a button.

Despite how easy it is to go online I can’t help but feel a little sad that we are losing the tangible benefit to having a paper and more importantly, in my opinion, the experience that print media delivers; getting a cup of coffee, opening a paper, looking at the supplements, smelling the print, turning the pages, cutting pieces out for reference. It all adds to the whole experience of buying and reading the news.

There will be many people in the PR and marketing industry who will be shouting that I’m in the dark ages and to get with the times, after all you can bookmark or share articles in the same way you could cut out clippings and its simple and easy to turn on an iPad or even access the media through a smart phone while having a coffee but that’s not my point.

We still find that when given the choice a client would rather see a full page printed piece in a regional or national newspaper, rather than a URL to a piece online. This may well change over time as people become more receptive to online news, who knows?

One piece which caught my eye recently featured in The Drum, a trade publication for the marketing industry. The headline read ‘The Guardian moves to deny ‘absurd’ rumours that it will go online only next year.’ Despite moves by the paper to contradict this suggestion, it would seem to me there is no smoke without fire and that perhaps their plan was to implement their five year strategy sooner.

It’s a shame that the print industry is in decline. Not only because of the process that I feel is so heart-warming when you buy a newspaper but also because there is a whole industry reliant on that income – beyond the sale of the papers themselves.

If we consider printers who have spent years in the same role, machinists who are professionals and passionate about their work, maintenance technicians who know the presses inside and out, designers who set the copy and imagery and then let’s not forget the paper boys / girls it paints a very gloomy picture to consider that all of these people will be without work.

I don’t personally want to see printed papers become a memory of times gone by and I hope that others feel the same way. The problem is that being a time poor society, trying to make ends meet during difficult economic conditions, for many of us the choice is made – free online publications at your fingertips in seconds, or a paid for printed version, which requires you to go to the shops or take out a subscription.

Long live print is what I say! However I get the impression that ‘stop press’ is going to take on a very new meaning over the next few years.

Nike – Just do it, unless the ASA says no!

Posted on June 20, 2012 by

For some time now there has been an on-going debate about who ‘owns’ social media; digital or PR agencies. The problem being that while one can be engaging visually, creating games, competitions and advertising which attract attention, the other provides consistent content, with an appropriate tone of voice to encourage two way communication and increase ‘organic’ engagement with consumers.

The line is blurred to say the least, but as a PR agency we find that sticking to the words means that we are able to offer clients the content, while we leave the digital aspects and design to other third parties that we work with.

We don’t find this to be problematic as when each digital campaign finishes we simply take control of the content and engage with consumers to provide a sustainable level of conversation. There’s nothing worse than brands that push out big campaigns and then have nothing in place to support the aftermath.  The outcome being you engage with thousands of people who become brand ambassadors, are willing to listen to the messages being pushed to them, only for the brand to turn their back on them once their budgets run dry – not good.

Another interesting dilemma to come out of social engagement has been the line between advertising and editorial. As social media is often positioned as a direct interpretation or opinion of a person or a brand it would be perceived to be editorial – however as platforms such as twitter have evolved is has become increasingly difficult to ascertain whether a comment or opinion has been influenced by a third party.

The problem has arisen from celebrities who have used their personal twitter accounts to ‘tweet’ about brands that either pay them or sponsor them to do so. The ASA have challenged two high profile cases; Snickers and Nike.

Now despite the fact that I work in editorial I’m not sure that I agree that the ASA should be in a position to demand that people delete the content that they choose to have on their personal twitter feeds – promotional or otherwise.

What’s even more baffling is that within the most recent case involving Wayne Rooney and Jack Wilshere the hashtag #makeitcount.gonike.me.makeitcount was clearly visible. Surely any idiot can recognise that this is a promotional tweet?

I expect that this situation will only get worse, with the ASA monitoring social media more closely than ever – but there has to be a balance. If I suddenly become a high profile multi-millionaire (unlikely but you never know!) and I decide to tweet that I love a particular brand then is that considered advertising?

Equally is it wrong for celebrities to thank brands for sending them free products? Isn’t it just polite? I am interested to see what others think about this. I don’t think there is necessarily a right or wrong answer but I do think we need to be careful to ensure that social media platforms are able to be used as a platform for people to engage, interact and use their rights to free speech, whether that be about a brand or not.

Food for thought

Posted on June 14, 2012 by

There was a fantastic survey featured in the Yorkshire Post today reporting that fewer than half of young adults know that butter comes from a dairy cow and less than a third understood that eggs come from hens.

Better still, more than a third don’t know that bacon comes from pigs and four in 10 failed to link milk with an image of a cow.

One sentence: What is the world coming to?

I want to know where these people think produce comes from – now that would be a survey. As I was born and raised on a farm in the Yorkshire Dales, I am particularly passionate about good, quality food and more so about teaching children where produce comes from.

These people need a shake. I think it’s embarrassing that we are reporting statistics like this and although on the surface they appear funny and quirky it just goes to show what is wrong with this country.

I bet many of the people questioned said that milk comes from ASDA and eggs from Tesco. What chance have we for the youth of today when their parents are getting it so wrong? I know that many people will be asking does it really matter and do we need to know – yes, and yes!

The future of farmers relies on people understanding what time, commitment and energy they put into their produce in order for them to sell it at a price beyond commodity. We need to stop spending so much time deliberating over the small stuff (wearing safety goggles to play conkers in the playground as an example) and get the basics right.

For those who aren’t aware; dairy cows make milk, eggs come from hens, pigs are pork and sheep are mutton (or lamb depending on age). For those who think that educating their children about where produce comes from is cruel or upsetting – seriously, get over it.

Let’s be honest, they’re going to look pretty daft when they start blubbering at Sunday Lunch after finally realising at 30 that Peppa Pig is the dish of the day!

The Dragon’s Den Effect

Posted on June 13, 2012 by

Dragon’s Den is one of few business ‘reality’ television programmes that I have continued to enjoy watching. It is informative and although I often feel some of the comments are unfair and a little insensitive it does give the viewer an insight into how it is to own a business – people don’t walk around on egg shells and they don’t give you ‘owt for nowt’.

I quite like the mix of Dragon’s in the Den now and I really admire and respect most of them, particularly as they have come from nothing. What always gets me is that the people who choose to feature on the show know what it is all about and they understand their product or service inside out.

They have real passion, energy and excitement by what they are doing, selling or making. Then they stand in front of these entrepreneurs – who have a wealth of knowledge that you could tap into – and ask for a hand out. Now here’s the bit… how many times have you heard people ask for money to support marketing?

It is almost always the case. If it isn’t suggested as the reason that the whole sum is required, it is in there somewhere. So why do people struggle with marketing budgets so much? What makes them think that marketing is so expensive in the first place? And why go to a leading entrepreneur so that they can pass you on to their preferred PR or marketing agency?

There is no doubt that marketing and effective communication are an essential element to a business strategy and the two should be absolutely aligned with objectives, but why do these entrepreneurs find it so difficult? I have decided to call it the ‘Dragon’s Den Effect’.

It’s a nasty heritage of stories which include bad advice and burnt fingers.

Business ‘A’ goes to big agency ‘B’, they are blown away with pretty pictures, they receive a catchy ‘logo’ and perhaps a quirky strap line, they then receive a big bill and that’s that. Job done. No questions asked. No further forward with a strategy – but you have a nice logo!

Now I genuinely think that times have changed, particularly since the last recession. It almost seems that it is becoming the trend to rely on smaller agencies that are genuinely doing great things. Not only are they often more cost effective but they also (in my experience) care more about their clients – irrelevant of size or budget.

You don’t have to work in a ‘full service’ agency to get the best – just choose them. You get to handpick the very best designers, copy writers, PR people and brand managers. Some agencies will tell you this takes time and is difficult to manage but I disagree – better to have a collective of the best, who can work together, than the internal politics that come from a big agency; who gets what budgets, who is first point of contact for the client and who takes the glory when it goes well or handles the fall out when things go wrong?

So next time you come across a business who is going through the ‘Dragon’s Den Effect’ just ask them what they are doing about it. If the answer is keeping their head down and hoping for the best then I’m afraid to say that ‘I’m out’.

However if they want to chat about how to get excited by their business and put in place some excellent PR and communication campaigns, which meet with objectives and manage reputation – well, that’s a different story altogether. I’m not just in, I’m here and waiting in the den.

Football fever kicks off

Posted on June 12, 2012 by

I am not a fan of the football. I don’t care that I don’t know the off–side rule (irrelevant of the number of times it’s been explained to me – once using a 50p coin!) and my life is no less meaningful because I absolutely do not – and never would want to be – a W.A.G, nor will I ever follow their latest fashion choices even if I was a size zero and had the budgets to do so.

What I do admit to having is a secret love of the camaraderie that comes with the Euros and the World Cup. I like that people get together and spend 90 minutes cheering and chatting, cursing and collectively deciding that when things don’t go to plan the team could be better managed by a pack of rabid wolves.

I also enjoy the way that brands and businesses get behind the teams that they support. Suddenly there is a realisation that everyone in the workplace isn’t necessarily supporting England (shock horror and gasps from each corner of the office) and so the fun begins. Some businesses allow their employees to take the time off to watch the game, while others put it on the TV and radio.

Shouts and calls, boos and hisses are suddenly heard from departments you didn’t even know existed and even though some people don’t want anything to do with whatever match is on, it’s difficult not to ask when the final whistle goes – just so you feel a part of it.

For the next few weeks brands will be announcing quirky ways that they have used some tenuous association to the sporting fun to push their latest red, white and blue products to the masses, and despite many of these seemingly being hair sprays, shower gels and razors it does get you in the spirit.

What did make me smile was to see in the Metro that following the supposed psychic powers of Paul the Octopus, there has been a definite increase in the number of animals which can apparently predict the outcomes of each match including a cow, a pig and a seal – I kid you not. There are even a few elephants and the now deceased Heidi the Opossum with the same claim to fame.

What we want to know is why aren’t the people of Wakefield all over this? We should be supporting the Euro’s and getting this great city on the map and what better way than jumping on the bandwagon?

We have our very own famous, talking sheep literally on the doorstep. Come on people, Curly could predict which teams will or won’t win.  We can’t believe a local brand isn’t all over this. We wait with anticipation – there has to be someone who will use this gift of a PR stunt and simply ask Curly  – ‘who do ewe think will win the Euros?’.

Crowns Off To the Camping and Caravanning Club

Posted on June 11, 2012 by

Last Monday, whilst most people were tucking in to cucumber sandwiches or sipping Pimms in honour of the Jubilee, I was helping to break a Guinness World Record at an event that demonstrated why PR is so much more than securing column inches.

Monday (4th) marked the start of National Camping and Caravanning Week (NCCW) and as it was also one of the key jubilee dates The Camping and Caravanning Club planned a very special Jubilee event at their site in Sandringham– one that saw them attempt to break the Guinness World Record for the largest number of people wearing paper crowns in 24 hours (multiple venues).

As the event was supported by our client Pom-Bear we were there to lend a hand and I was lucky enough to be able to take my family along too.

I cannot begin to tell you how excited my children were, not only were they going to get to meet Pom-Bear but they were also set to be record breakers! They asked endless questions and told their friends, their teachers, in fact they told anyone who would listen (even our postman). Before we even got there the excitement that had been created was immeasurable.

The kids loved the appearances from Pom-Bear who joined the campers throughout the day; hundreds of pictures were taken not just of Pom-Bear with the kids but with adults too.

The President of the Camping and Caravanning Club, David Bellamy, also proved to be very popular; he organised two nature walks and managed to hypnotise my six year old (and also my husband!) from start to finish. I’ve been educated on poisonous plants, types of trees, bugs and grubs – all by Tom following his nature adventure with David Bellamy.

Picture courtesy of The Camping and Caravanning Club/Steve Wright Photography

This activity demonstrated the value of hosting events and creating opportunities for consumer engagement that help to communicate and reinforce the personality of a brand. This event had everything that its target audience desired, it:

–          catered for the whole family

–          had the right degree of celebrity association and brand partnerships (which added value)

–          staged appropriate activities that in this case demonstrated the fun and adventure involved in camping, caravanning and the great outdoors

–          capitalised upon a popular and topical occasion

–          was fun

–          created great opportunities for on and offline coverage

Did they break the record? They sure did and yes we are all proud to say that we were one of over 14,000 people across the UK to help break the Guinness World Record for the largest number of people wearing paper crowns in 24 hrs (multiple locations).

Pom-Bear helping to break a Guinness World Record

Pom-Bear helping to break a Guinness World Record

We also have a signed paper crown, which sits at the foot of Tom’s bed. But it isn’t any ordinary  paper crown, it’s one that helped break a record and also one that has been signed especially for Tom by his new hero David Bellamy.

Well done Camping and Caravanning Club, you staged a great event that has created many wonderful memories that my kids (especially Tom) will dine out on for many years to come.

Picture courtesy of The Camping and Caravanning Club/Steve Wright Photography