The PR Warrior

The Future of Newspapers: Depth and Personality

Producing unique content that adds depth and personality to its brand is something Melbourne's biggest-selling newspaper the Herald Sun is experimenting with as it makes the transition from 'old media' to 'new media'.

The Herald Sun's owner News Corporation signalled some 12 months ago it intended to start charging for access to its global network of news sites, with News Corp head honcho Rupert Murdoch pledging to shake up the newspaper industry by charging for editorial content.

In an article on The Guardian's website, Murdoch was quoted as saying that change was inevitable.

"We're certainly satisfied that we can produce significant revenues from the sale of digital delivery of newspaper content," the Guardian reported.

Interview with Finn Bradshaw, Herald Sun

According to the newspaper's online sports editor Finn Bradshaw, the Herald Sun brand "is still strong here" compared to many daily newspapers around the world, especially in the US.

"We've got a good base," he says.

24-Hour News Operation

Chatting to the PR Warrior ahead of his appearance at the forthcoming Digital Sport Summit in Melbourne, Bradshaw says the newspaper continues to make the transition from daily newspaper to a 24-hour news operation.

Adding value and creating unique content is all part of the plan, he says. 

According to Bradshaw, a good example of content that "adds depth and personality to the brand" is the newspaper's daily video program Footy at 4 which, he says, has a solid base of viewers.

The video, anchored by Herald Sun sports journalists Jon Ralph and Sam Edmund, is an irreverent look at AFL footy news of the day.

"It's been a surprising success story," he says of Footy at 4.

When Bradshaw first started with the Herald Sun three years ago, creating content for online was considered "a bit of an afterthought".

However, he says now journalists are happy to submit "hard and breaking news" via the web.

They see the value of being first with the news and if that means going with it online versus waiting until the newspaper comes out the next day, then so be it. 

Great Promotion

The Herald Sun boasts a core group of experienced sports journalists who provide the brand with "great promotion" across multiple media channels.

Chief football writer Mike Sheahan, for example, is a regular on radio 3AW and Fox Sports. Mark Robinson is another - he appears regularly on SEN radio as well as Channel Seven.

"They're comfortable with multimedia and they're recognised names in their own right. People feel they have a relationship with the journos."

A number of the sports reporters are also active on Twitter, including @RalphyHeraldSun, @SamEdmund and StevoHeraldSun.

According to Bradshaw, they're "loving it".

He says Twitter allows the journalists to "communicate stuff, give extra that might not be (strong enough for) a story."

In his 'How Technology is Changing the Media Landscape' presentation to the Digital Sport Summit, Bradshaw will be touching on the issue of newspapers generating new streams of revenue via digital applications such as the iPad.

The summit will feature a strong line-up of speakers, including:

Jeramie McPeek (VP Digital Operations, Phoenix Suns)

Darren Rowse (Problogger)

Harry O'Brien (Collingwood footballer)

The event will be held at the Melbourne Cricket Ground on July 7.

Click here for booking details.

DISCLOSURE: I will be attending the summit courtesy of the organiser Anthony Alsop.

I Urge You to Ignore Facebook, Twitter, Foursquare et al

With all the noise about social media today, it's very easy to get caught up in the hype of Facebook, Twitter Foursquare et al.

So here's some sage advice for companies and organisations from the PR Warrior.

Ignore 'em!

DO NOT set up a Facebook page or open a Twitter account. 

DO NOT blog. 

PUT AWAY that video recorder and under no circumstances should you record a podcast or attempt to get involved in a geo-tagging service such as Foursquare.

Not yet anyway.

Okay...now, take a deep breath.

What is it you're trying to achieve from a marketing and corporate communications perspective?

Answer that question first.

Then - still resisting the urge to rush head-long into social media - start thinking about a few other 'big picture' questions:

• What do you want people to think or talk about when they hear the name of your company or organisation?
• What topics do you want your brand to be associated with?
• What 'category' do you want to 'own' in the mind of consumers and stakeholders?
• What conversations do you wish to ignite/be part of?

Content = 'building blocks'

Social media can be used for a lot of things including customer service, recruitment, brand communications and customer engagement.

Whichever way you slice and dice it, however, it still has a lot to do with content. 

Think of content as the 'building blocks' of your social media efforts - in this case content could be a blog post, a free downloadable e-book, a video interview, a podcast, a tweet, a comment on someone else's blog...even a simple link.

That being the case, if you haven't thought through answers to any of the questions above, then you could be muddying the waters and not being anywhere near as effective as you could be with your communications.

Only then should you start letting the 'tools of social media trade' invade your headspace.

Valuable Insights from Melbourne's 'Power Bloggers' (Videos)

Social Media Club Melbourne this week held its biggest event yet (and the first time at 24 Moons in the city).

The event featured a panel of Melbourne-based 'power bloggers' - Duncan Riley (@duncanriley), Pip Lincolne (@meetmeatmikes) and Darren Rowse (@problogger) - plus Yvonne Adele (@IdeasCulture) as MC.

Darren is one of the world's most popular bloggers - his Problogger site is jam-packed with information designed to help people generate revenue from their blogging efforts.

Duncan is a former writer for TechCrunch, and now runs the hugely popular The Inquisitr. 

Pip is one of Australia's top female bloggers; her Meet Me At Mikes blog is a popular destination for crafting enthusiasts everywhere.

The highly experienced trio shared heaps of anecdotes and tips, so if you're into blogging, the videos below (cut into 8-9 minute video instalments, thankyou @simontsmall) make for recommended viewing.

VIDEO CREDIT: David Neiger.

FURTHER READING: Several blog posts have been written about the night - here are two by Samantha Bell and Brent Hodgson.

DISCLOSURE: I'm on the @SMCmelb organising committee (along with Nikki Bannatyne, Lucio de Ribeiro, Simon Small and Tim Beveridge).

8 Things I'd Do If I Was Starting Out in PR Today

I can't think of a more exciting time to be starting out in the public relations industry than right now.

Heaps of change thanks to the ever-evolving new communications landscape spells plenty of opportunity for today's young PR turks.

But as is always the case, the best opportunities generally will go to 'cream of the crop'. Those willing to go the extra yard to learn more skills and build a credible personal brand.

If you're a progressive, whippet-smart young practitioner, you are extremely well-placed to surge ahead of the pack in terms of your employability.

A young PR Warrior gets ready for his first job in public relations! 

If I was starting out in PR now...

ONE - I would read books, heaps of them! Here's a selection to get you going: 

• The Cluetrain Manifesto
• The New Rules of Marketing & PR 
• Six Pixels of Separation 
• Putting the Public Back in Public Relations 
• Trust Agents 
• Meatball Sundae 
• Groundswell 

...(plus from the 'oldie but goodie' category: The Marketer's Guide to Public Relations in the 21st Century).

TWO - I would regularly keep up to date with the business/social media/PR/marketing blogosphere, for example here are some blogs I read on a regular basis (in no particular order): 

• Web Ink Now 
• Conversation Agent 
• Comms Corner 
• Chris Brogan
• Logic + Emotion 
• Danny Brown 
• Damn I Wish 
• Seth Godin
• Steve Rubel 
• Matthew Gain
• PR Disasters 
• Altitude Branding
• Craig Pearce 
• Karalee Evans 
• Servant of Chaos

THREE - I would regularly listen to podcasts.How much time do you spend walking around, or on public transport? Put this idle time to good use and get ahead of the pack by listening to some of the brightest minds around - for example: 

• The Engaging Brand
• Six Pixels of Separation
• Dishymix (Success Secrets From Famous Media & Internet Business Executives)
• Duct tape Marketing
• For Immediate Release

FOUR - I would research Twitter and then get in and get my feet wet with a view of mastering the art of tweeting (as well as get my head around the possibilities of emerging new media technologies such as FourSquare).

• Check out this post for more information/inspiration: The World's Greatest Twitter Treasure Trove

FIVE - I would write a blog. It doesn't have to be work-related, it could focus on anything you're passionate about (blogging, after all, is the 'passion medium'). 

• I researched the art of blogging like crazy before I actually started one, and then I learnt more in six weeks of actually doing it. 
• Get involved, have a crack! Get noticed - consider a blog your 'calling card'!
• Don't use the excuse it's too hard or you don't understand technology...pffft! You can keep it very simple by using a platform such as Posterous or Tumblr (they'll have you up and running in a matter of minutes).

SIX - I would read every newspaper I could get my hands on, hang out at the newsagent and flick through as many magazines as humanly possible (without getting sprung!); read newsletters, swap radio stations, check out the array of cable TV channels on offer. 

• Traditional media is not going away any time soon; if you can 'join the dots' between traditional and social media, you will become a lot more valuable to your employer!

SEVEN - I would take extra classes in writing (and practise, practise, practise). In my experience, the bulk of PR graduates and young practitioners cannot write to save themselves. 

• Save the flowery 'creative' writing for your journal - learn how to write economically like a journalist.

EIGHT - I would get as much work experience as possible. 

• If you're already working at an agency or in-house, see if you can get some media work experience 'on the side'.
• There is no substitute for practical experience!
• Let me repeat that: There is no substitute for practical experience!

OH, AND DON'T FORGET TO START BUILDING YOUR PRESENCE ON LINKEDIN!

CASE STUDY: Kimberley Lee

Meet @KimberleyL

Kimberley Lee is a dynamic young practitioner employed by my agency parkyoung.

We recruited her via Twitter. 

She moved to Melbourne from Sydney; by the time she got here, she was already better connected than most people her age. Importantly, she continues to use social media to increase her network of contacts (PR is a people business after all!).

Kimberley blogs (and has a Posterous page) and is active across multiple social networks, including Facebook.

All good stuff! 

However, Kimberley's real value as a PR professional is her growing understanding of the social web and how it impacts on communications. She is already a 'gun' at media relations, that's a given. But her social media nous is all 'bonus' for our agency. In other words, a true 'value add' (funnily enough, that's the name of her blog!).

You could do a lot worse than hold Kimberley up as a shining example of what a young PR practitioner needs to do to succeed in today's hyper-connected marketplace.