Monday, 22 June 2015

Social Diary Ultimate Selfie- #hashtag Party- Best Dress Girl

Last week, the Ultimate Selfie team came together and gave the ‘Best Dressed Female' at the Social Diary #Hashtag party, Sara Vieira, a tutorial on how to take the Ultimate Selfie. The team consisted of Donny Galella; Stylist Extraordinaire, Michael Brown; the talented Make-Up Artist and Nicholas Samartis; the skilful photographer who took the reins and gave tips on how to take The Ultimate Selfie. Big thanks to The HUB Sydney for providing a fab make up and shooting location.

Tuesday, 9 June 2015

Ever Wondered About The Future Of PR? Well, Wonder No More…

Much speculation is given to where the future of PR lies.  After attending PRIA’s ‘Creativity, Content and the Future of PR’ seminar, Managing Director of F4WARD Agency Fergus Kibble has put together three of his highlights for B&T. Follow B&T on Twitter: @bandt 

Customer experience should be at the heart of big ideas 

According to keynote speaker, Adam Good from Telstra, the best way to influence people is to focus on the customer experience, ensuring a company’s products and services deliver on brand promises.

Adam also talked about the important role PR plays at Telstra, which includes focusing multiple disciplines, combing creativity / content to create action-centric communication.

In the development of any Telstra comms campaign, big idea or consumer engagement piece, Adam relayed three important factors that Telstra considers:

Mechanics – What is at the heart of the idea or proposition? Are you nourishing the idea and proposition around the experience? How do you tell the story in different channels? Ultimately, “Why do I care about this idea”? You need to answer the most important meta-question: “What is in it for the customer”?

Dynamics – What behaviour are you looking for from the consumer? What do you want the consumer to do with the idea? What are they going to put into it and what are they going to take out of it? Do you want them to have involvement for an immediate, once-off action, or over time?

Aesthetics – What is the direct emotional response that you want the consumer to have when they interact? This is more than the look and feel – it is the emotional feeling that you want to create from that individual.

Reciprocity in value exchange 

Shane Currey from Deloitte made an important and provocative point: brands should give in to the expectation of not getting anything back.

He commented that lots of brands are creating content to access audiences, but many brands don’t understand one basic truth: They need to have a purpose and a role in the experience or relationship that is being created, or else there is no legitimate value exchange.

To create a value exchange the brand needs to ask the question “does this make people’s lives better?”. PR’s role, argued Currey, is to help clients understand reciprocity in value exchange.

Build platforms not campaigns 

Glen Cassidy, Founding Partner at Cake Wines, shared the terrific case study of his business which, although only a few years old, has already carved out a unique and strong market position.

Cake Wines has achieved this by focusing on celebrating sub-culture and not through mass marketing. For example, they donate 10% of proceeds to independent radio stations around the country, and commission emerging artists to create their labels via their prestigious annual Archi-bottle art competition. See the case study here.

Cassidy demonstrated that consumers who have deep levels of involvement in the communications from the brand ultimately foster a deeper brand connection. He says: “We push our ideas and try to push our creative thinking as far as we can so that people have a deep experience with our ideas and campaigns – our internal mantra is ‘to focus on building platforms, not campaigns’ and connect people and bring them together in a meaningful way that extends beyond the budget or period of time.”

The key take out: We should be thinking more broadly about ideas that last longer.

The session was inspiring, providing food for thought and grist for the mental mill. The final word came from Adam Good: “It is the most exciting time to work in the communications industry”. Hear! Hear!

Friday, 5 June 2015

PR Crisis Management: Early Warning Signs

Meltwater’s Yariv Rabinovitch explores media tools that can be utilised to manage a crisis before the crisis hits. Follow Meltwater on Twitter: @meltwater

Modern media intelligence tools allow us to measure our performance based on exposure, reach, quality of coverage, and quality of influencers, among other key benchmarks. These metrics are still relatively new, and we love them because they enable us to quantify our effectiveness and justify the value of our programs.

5 ways brand managers can use Periscope and Meerkat

PR Daily’s Beki Winchel has put together 5 ways brand managers can use Periscope and Meerkat. Follow PR Daily on Twitter: @PRDaily

Video is a popular form of content for brands, but live streaming makes it even more enticing.

According to The Daily Dot, Periscope generated about 51,000 tweets during its March 26 release, and Meerkat—which was released Feb. 27—garnered more than 200,000 tweets about the app by the end of March.

As social media users—including celebrities and brand managers—flock to these apps, the buzz grows. According to Alex Pettitt, there were more than 36,500 tweets about Periscope for Android on its May 28 release, compared with 136 the day before.

However, there can be trepidation for many PR and marketing pros looking to take part.

“From a branding standpoint, live-streaming is an absolute train wreck in waiting,” Alan Chapell, attorney and head of Chappell and Associates, told Adweek. “Somebody is going to screw up.”

Though there is a risk involved with social media and live streaming, brand managers stand to lose out on engagement opportunities if they’re scared to take part.

PR and marketing pros who anticipate trouble can garner value for their clients and companies by using Meerkat and Periscope.

Here are five ways you can use the apps in your social media efforts:

1. Power up tips, tricks and how-to videos. 
Pithy listicles that give readers easy takeaways or how-to videos that demonstrate a skill are popular online, and the content is easily shared. However, PR and marketing pros can take things one step further and share information live.

Dr. Michael Salzhauer, owner and chief surgeon at Bal Harbour Plastic Surgery, holds Periscope broadcasts to answer cosmetic surgery and medical school questions. He has also video-recorded rhinoplasty and breast-implant procedures, answering questions from viewers as he worked.

2. Become intimate with your fans and followers. 
Elan Gale, producer of “The Bachelor” and “The Bachelorette,” streams Periscope broadcasts of himself doing laundry, walking to his car or singing songs that viewers request in real time.

Though Gale doesn’t answer questions regarding his shows, giving fans a look into his personal life makes many feel more connected to the producer—and, by extension, to the show itself.

Jimmy Fallon tested monologues and live-streamed practice runs on both Periscope and Meerkat, engendering fan loyalty and prompting many to flock to his profiles to get behind-the-scenes peeks.

PR and marketing pros looking to deepen the connection with their audiences can use live streaming apps.

This is especially true for a personal brand (such as Fallon’s or Gale’s) that fans can relate to.

“Brand managers now have their own TV stations in the palm of their hands and can create content immediately and reach audiences globally,” says Cathy Hackl, CEO of Globally Social and PR director for the Periscope Summit.

3. Take “Ask Me Anything” sessions to the next level. 
Many brand managers hold Q-and-A sessions through Twitter, Facebook, Reddit and other social media platforms, but Periscope and Meerkat can add a personal element to those exchanges.

Scott Budman, a tech and business reporter for NBC News, goes on Periscope every weekday to answer questions that viewers send him through the app or via his Twitter account.

4. Give consumers something extra. 
Applebee’s premiered its latest menu on Periscope, Adidas used the app to show fans soccer player James Rodriguez signing a contract extension, and DKNY gave followers a peek into the designer’s closet.

Each brand’s manager or team used live streaming to show fans and followers something more than an ad or a Facebook post. PR and marketing pros can use these apps to give behind-the-scenes interviews, take viewers on a virtual tour of the company headquarters or showcase guests at events or in the office.

You can use this form of direct communication and timeliness to your advantage. Have something to say about a breaking news item or trend? Talk directly to your audience—and get real-time feedback—through a Periscope or Meerkat stream.

5. Break through in a crowded space. 
Social media platforms are busy, with brand managers competing to get their messages heard by consumers. Visual content attracts even more users, but if you’re not already a power pinner on Pinterest or a YouTube celebrity, you enter each platform with tough competition.

The newness of Periscope and Meerkat offer early adopters—including brand managers—a leg up on the competition. PR and marketing pros who carve out a niche can attract followers and perfect a brand strategy before the apps become too crowded.

Though Periscope doesn’t offer stream scheduling, Meerkat does, and those who follow you on the app or on Twitter can subscribe to your broadcast. There’s even a Meerkat Streams page that lists several upcoming broadcasts.

“I don't think every brand or business needs to be on Periscope,” Hackl says, “but if you do, you need to have great content that engages and shows followers why your brand stands out. I see lots of opportunities for brands in travel and tourism, health and fitness, retail, media and beauty. I also expect it to be the darling of the electoral campaign trail in 2016.”

Join us in for a discussion about livestreaming in our #RaganChat Twitter chat Tuesday, June 2, at 2 p.m. Central. Cathy Hackl will be our guest host.

3 Ways PR's Can Defang Internet Trolls

Brian Pittman has chalked up 3 ways to make Internet trolls ineffectual for PR Daily. Follow PR Daily on Twitter: @PRDaily

One nasty Internet troll can quickly become the bane of a business. One overlooked Tweet can sink a brand. And one negative Facebook comment can ripple across other social media channels—and eventually reach mainstream media headlines.

You can protect your company—and your career—by pinpointing and managing online annoyances before they grow into crises. Here are three digital PR tips for doing just that:

1. Don’t rely on Alerts. Google Alerts will notify you of newly found content, not where that content is ranked.

In any crisis, it’s important to know what brand-related content people are finding on the first page of search results, given that over 90 percent of searchers don’t go past page one of the results, says Josh Dahmes, chief digital officer at Risdall Marketing Group.

His advice: “Search for your brand and personal names at least once a month to see what shows up in the results. Be sure to use Google and Bing, as there will be differences. Searches on Twitter and Facebook can also be helpful, but should not be as high a priority.”

He also suggests using a variety of attack words like “die,” “sucks” and “I hate” in conjunction with your brand name when conducting searches.

2. Get visual. Generating new content during crises provides two benefits: It delivers your side of the story and can push adverse content lower in search results.

Dahmes recommends focusing on visual formats to maximize consumer retention. “After 72 hours, people will remember 10 percent of what they read, 65 percent of what they saw and 95 percent of what they watched,” he explains.

He suggests creating videos whenever possible, with these caveats: Keep it simple. Limit background visual noise, and be careful to match the tone of the occasion—whether somber, hopeful or apologetic.

“Speed is more important than shot quality,” Dahmes adds, “so don’t wait for the sun to come out if you don’t have to.”

3. Create an elevation plan. Ensure that every employee monitoring your social channels and online presence knows the right procedures for responding to damaging content or comments.

One way is to create an elevation plan for your team. This is simply a system of if/then statements that guides social media engagement. Here’s an example, courtesy of David Armano:

Don’t overcomplicate it, Dahmes says: “Make it easy to follow and practice regular run-throughs with team members on how/when to elevate or respond.”

Brian Pittman is a consultant to Ragan Communications and webinar manager for PR Daily’s PR University. Jim Lukaszewski and Josh Dahmes will share more digital and social media crisis insights in the rescheduled June 4 PR University webinar, “Digital-Crisis PR Boot Camp: Neutralize social media attacks, turn the tide.”

Thursday, 4 June 2015

Top Global PR Trends in 2015 According to the Holmes Global Report

The Holmes Global Report has put together a list of five PR Trends that are expected in 2015 and beyond.  By

The Holmes Global Report lists five PR Trends that are expected in 2015 and beyond.

Most of these trends have been building gradually over the last couple of years and are as follows:

Rising Trend of Micro-Networks

Micro-networks are one step less than forming a partnership. It is an agreement formed between smaller firms to be able to offer global clients the full-spectrum of services without having to open an office in several countries. These arrangements allow firms to work together while still respecting the client’s primary PR firm relationship. The work can be about location or about specialty practice areas done by a firm. The rate of such associations is rising and is finding a greater success than the large multinational firms in many cases.

Partnership Over Acquisition

Prevailing wisdom favors forming partnerships between boutique firms, allowing each existing firm to continue with their area of specialization. This involves having the backup of a partner (or several of them) available for work outside their particular area of expertise. This can also include the differences needed in other countries or cultures. So rather than a large firm going into a new area and starting from scratch, they are forming alliances with existing firms. Partnership still requires effort, but many are finding it a better option.

The Asian Factor

Several Asian companies have gone through large growth spurts and are requiring more communications, PR, and advertising services. Home-grown PR companies in these areas are still small but are pushing forward. Once they figure out ways to build a talented personnel pool, they could easily become a major world factor.

Combining and Expanding Services

For PR agencies to thrive, they will need to expand the services they offer. Many have already begun this process. PR agencies will expand to include advertising as part of the services they offer, which is a fairly easy transition. But they will also need to add in the analytics and big data efforts to support their clients and to make sure the funds spent are getting a maximum impact. This transition means finding the people who can do the work, but also in managing the transition from being primarily a communications firm to being a digital tech and marketing firm. If the firm manages this well, they will prosper. If not, their prospects are not good.

The Big Money Market Locales Remain the Same

The majority of the work will continue to be done in the US, Asia-Pacific, Middle East and the UK. The tougher markets remain in Russia and Western Europe. However, there is some question about how long the Middle East will continue strong. If oil prices keep falling, these markets may slow drastically.
Along with the five trends listed, expect technology to continue as a strong factor. Since technology improves efficiency, even in markets with declining income, tech is a valuable investment for the PR firms and their clients. Funds previously allocated to other areas will be budgeted to tech simply because tech often replaces the need for those services