The PR Warrior

Why Events are the 'Special Sauce' of Today's Hyper-Connected World

I attended two events on the one day this week that reminded me in no uncertain terms just how important face-to-face interaction is from a branding and marketing perspective.

Why is this important? 

With all the talk focused around digital media and the social web (and yes, I push that line as hard as anyone), it's always heartening to see how powerful event-based activity still is (indeed, with social media in the mix, it's even more important than ever).

Formula One roars into Federation Square

First up was on Thursday when Shell Australia staged an event in Federation Square to welcome Ferrari's Formula One star driver Fernando Alonso to Melbourne.

Having the public attend the event gave it extra buzz and excitement. The media's involvement too ensured the event (and the brands involved) gained an even broader audience, while Twitter added a real-time dimension to proceedings.

(DISCLOSURE: I work for Edelman, Shell is our client and we were involved in helping to stage the public media event).

PIC: The Shell-Ferrari event: Fernando Alonso is surrounded by TV cameras while driving a hi-tech training simulator in Federation Square.

Twestival Melbourne

Second event for the day was Melbourne's contribution to the global Twestival initiative.

The event was to raise funds for (and awareness of) STREAT, a Melbourne-based social enterprise helping homeless youth transition to the workforce through work on its food cart in Federation Square and coffee cart in Melbourne Central.

This event was all about 'connecting for a cause' - this is something social media and Twitter in particular excels at: deepening the intensity of connection people have for a brand, cause or issue. 

As one of the organisers (the "addictive and consuming" @Jeroxie) wrote in her popular blog following the Twestival event:

"A small and tight group of people turned up and we raised a total of $6705. The event was a success. People hung around. People ate. People drank. People talked. People laughed. People tweeted."

Well done to all those involved - 'twas a fun evening indeed! (Check out video below, courtesy of @1000_LUX)

Bottom line folks - when done well events and experiential activity help bring brands to life: they bring people together and deepen their connection with a particular company, organisation, cause or issue.

Importantly, they give people a reason to talk positively about your brand, and isn't that what we're all after at the end of the day?

Twestival Melbourne - STREAT (Same Day Edit) from 1000 LUX on Vimeo.

 

 

Social Media: Shot in the Arm or Pain in the Arse?

To some in our industry (public relations) the advent of social media is one giant pain in the arse.

It has upset the ‘communications applecart’ and meant we’ve had to learn a whole lot of new things, not to mention unlearn many old habits.

To others, however, the social web is a ‘shot in the arm’ for our industry – new technologies have levelled the playing field and changed our profession forever.

As professionals we need a raft of new skills in our vocational kitbag. We need to change the way we write. We need to be able to think and respond in ‘real-time’. We need to know our way around digital technology as well as we do a TV newsroom.

Excerpt from Public Relations 2011: Issues, Insights, Ideas 

The above is an excerpt from my contribution to a new e-report called Public Relations 2011: Issues, Insights, Ideas, conceived and edited by Sydney-based strategic communications consultant and blogger, Craig Pearce.

HERE IS THE FULL PIECE - titled 'How Social Media Has Added Value to the PR Agency Business'.

Read more on Craig's e-report here, or simply go straight to the source where you can download the publication in all its PDF glory.

 

Anthill's James Tuckerman: If I were Rupert Murdoch for a day.

In this second video excerpt from THE RIFF (see first instalment here), I posed a question to Anthill Magazine founder James Tuckerman along the lines of:

What would you do if you were Rupert Murdoch for the day.

I was interested in hearing James' views on whether he would use Murdoch's money and clout to dramatically change the News Corporation empire in any way, bearing in mind he only had one day to do it in!

James' first response was:

"That is the hardest question that anyone could ever ask anyone in this room," before adding: "I'd do something positive with all his money".

Check the video to see how James fares. You will also discover one exercise in which nine-year-olds excel at ahead of CEOs, who are in turn are better at than MBA graduates!

What would you do if you were Rupert Murdoch for a day? How would you bring change to his media empire? 

 

About THE RIFF

THE RIFF was organised by my employer Edelman and featured a panel of three savvy media guys - all 'traditional' hard copy journalists who have embraced wholeheartedly the brave new media world:

• MICHAEL SHORT -- writer / interviewer / producer -- The Zone at The Age.
• JAMES TUCKERMAN -- Founder of Anthill Magazine.
• FINN BRADSHAW -- Deputy Network Sports Editor, News Ltd. 

Check out all all six video excerpts from THE RIFF on the Edelman Australia blog.

THE RIFF was held at the Uptown Jazz Cafe in Brunswick Street, Fitzroy. VIDEO PRODUCTION CREDIT: Ryan Spanger (@ryanspanger) from Dream Engine.

  

Never a Better Time to be in the Media: An 'Explosion of Opportunity' Waiting to Happen

On behalf of my employer Edelman I was involved in an event the other night that looked at the state of the media and pondered the question: "Where to next?".

It’s an interesting topic and one that’s forever being discussed and debated by bloggers, marketers and the media itself the world over.

The session - dubbed THE RIFF - featured a panel of three savvy media guys - all 'traditional' hard copy journalists who have embraced wholeheartedly the brave new media world:

MICHAEL SHORT -- writer / interviewer / producer -- The Zone at The Age.

JAMES TUCKERMAN -- Founder of Anthill Magazine.

FINN BRADSHAW -- Deputy Network Sports Editor, News Ltd. 

In the video excerpt below, Michael Short proclaims: 

"I don't think there's been a better time to be in the media.

He says there's "an explosion of opportunity" for journalists and those working in the media, and believes newspapers should be moving from being "in the market of disseminating information to being involved in insight".

"We should be looking at why and how in newspapers," he says. "People will pay for that that they value...and people value curated information."

Insightful stuff!

Check out all six video excerpts from THE RIFF on the Edelman Australia blog.

THE RIFF was held at the Uptown Jazz Cafe in Brunswick Street, Fitzroy. VIDEO PRODUCTION CREDIT: Ryan Spanger (@ryanspanger) from Dream Engine.

 

Public Relations 2011: Issues, Insights and Ideas

Sydney-based strategic communications consultant and blogger, Craig Pearce, has just released a timely e-report called Public Relations 2011: Issues, Insights, Ideas.

Craig compiled and edited the report - essentially, a PR thought leadership 'e-dossier' - with the help of a disparate band of PR folk from around the globe (I'm proud to say the PR Warrior was lucky enough to be included in such esteemed company).

Contributors include academics and practicing professionals from countries such as Switzerland, New Zealand, Canada, the USA, England and Australia.

Useful and stimulating

Says Craig: "There are few, if any, e-reports of this nature that include a range of useful and stimulating information on public relations. So apart from featuring content that is passionate, intellectually engaging and useful, it’s likely Public relations 2011: issues, insights, ideas is somewhat innovative in form."

  

A quick scan of the contents will give you a good feel for what the report is all about: 

• PR education – getting the theory-practice balance right - Professor Jim Macnamara

• Critical elements public relations strategy should always consider - Paul Roberts

• Let’s talk sense about trust and CSR - Paul Seaman

• PR is second rate CSR - Craig Pearce

• Are you ready for the social revolution? - Mandi Bateson

• Internal journo and SEO expert; new ‘trust’ calisthenics for the PR pro - Judy Gombita

• How social media has added value to the PR agency business - Trevor Young (ahem, that would be me)

• Messiah or just socially inept - Dwight Whitney

• PR primer for (social) networking - Judy Gombita (Judy has interviewed Craig here)

• Is social media is helping PR become more influential as a business discipline - Craig Pearce

• Issue management: changing risks, changing expectations - Dr Tony Jaques

• To CEO or not to CEO? Crisis communication in action - Jane Jordan-Meier

• What fascinates PR students? - Catherine Sweet

• Fundamental truths of success in public relations - Craig Pearce

• The power of PR and what makes it unique - Craig Pearce

 

Available from Pearcie's blog:

 Public relations 2011: issues, insights, ideas is available free for email subscribers from Craig Pearce’s blog, Public relations and managing reputation.

According to Craig (left), content in the report will enhance PR professionals’ practical ability and strategic knowledge, expand their knowledge of the discipline’s power and jolt them with ideas and assertions.

Great job Craig!