What it takes to work in PR

12 03 2010

A recent interview I did with Craig Pearce on the topic of what it takes to work in PR has been published on his blog – here is the article.

I am sure it will generate some debate. Having spoken to a number of people across the industry in recent months, it seems the jury is still out on the level of experience people think PR people should have in social media. As I said to Craig, I don’t believe it is optional.

Personally, it is a natural fit for social media to belong to PR people and organisations/brands that take a more strategic approach to social media will benefit in the long run. Every expert is telling you that social media leads to more powerful forms of word of mouth. Yet, here in Australia, we still see lots of tactical experimentation which has led to an inconsistent use of social media which, in some cases, may harm a brand’s reputation and the agency behind it. Short term campaign mentality will spawn Facebook pages or Twitter profiles that brands are not prepared to maintain or really engage through. Or abandoned once the campaign is over. They then just hang around on the social web like a bad smell, and for the savvy consumers, show that the organisation is still using social media as ‘push’ channel, and not an engagement channel.





Social media Insights

31 10 2009

On Tuesday this week I presented Twitter For A Crisis at the Frocomm Crisis Management and Social Media conference in Sydney. There were some excellent presentations and the event was covered by friend and once colleague Craig Pearce. For a summary of proceedings, I encourage you to read his blog where all aspects of the conference are covered.

The Twitter sessions were well attended and there were some great questions. With representatives from government, not for profit, local council, private enterprise and PR consultancies, who may all face a very different crisis, it was great to get many different perspectives.

What is good to know, and reassuring, is the appetite for knowledge and the fact that communications teams are seriously considering Twitter as a communications channel, both for ongoing dialogue with key stakeholders, and in a crisis. In fact, those that engage through this channel on a regular basis, will find that when they do face a crisis, the followers that they have already attracted, could be a great asset to help communicate the message.





The Punch Publishes OpEd

24 09 2009

My OpEd was published today by The Punch, titled How To Fight Back When You Are Trashed On The Web. It is already attracting a range of comments, including an attack on whether my work was a plug for Howorth and Ogilvy PR.

To set the record straight, I was approached by The Punch to submit an article following a conference I attended with the editor. If the reader had looked a little closer, my bio is there for all to see.

Since the article was published, I have also spoken to ABC’s Coast FM in Queensland.