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Archive For 'January, 2013'

Snow PR of the week

24 January 2013 at 12:41

Hats off to Longleat Safari Park for snow-exploitation PR that rivals even the AA and RAC.

The park’s ‘tigers in the snow’ video – go on, take a look: http://www.youtube.com/watch?v=tB1JVp6db-w&NR=1 - has been an unexpected media star this week.

At the last count, it had been covered by ITN, The Guardian, Daily Mail, The Times & The Daily Telegraph. Not to mention a prime spot on CBBC’s Newsround, and ‘most shared’ status on the BBC website at the weekend.

The social media ad placement award of the week has to go to WWF for its ‘sponsor a tiger’ ad next to the official Longleat video on YouTube. Sweet.

So far, the official YouTube video has had close to 14,000 views and it’s also been seeded elsewhere – with almost 36,000 views via appworld7.

All in all, a job well done. But my personal favourite of the Longleat videos is still the naughty monkeys ransacking a car: http://www.youtube.com/watch?v=A6dUBMBSTew.

 

Tags: Longleat Safari Park | BBC | CBBC | Newsround | The Times | The Daily Telegraph | ITN | The Guardian | Daily Mail | WWF

Posted in Friday Rambles | No Comments

PR ethics and the Code of Athens

17 January 2013 at 21:28

Do you subscribe to the Code of Athens?  Are you even aware of it?

Chances are, unless you have an academic PR qualification you may never have heard of the Code. In a nutshell, it is an undertaking of ethical behaviour adopted by members of the International Public Relations Association and recommended to PR practitioners worldwide.

You can read it in full here: http://ipra.org/images/Code%20of%20Athens.pdf

In my experience, many PR practitioners who aren’t aware of the Code do instinctively follow its guiding principles. But all communications professionals and organisations that use PR could really benefit from taking ten minutes to read the guidelines.

Whilst the Code is almost 50 years old (it was first adopted in 1965, then amended in 1968 and 2009), its core principles are as relevant as ever today. In the digital age, the question of ethics is thrown into sharp relief – not least because unscrupulous behaviour is far less likely to go unnoticed.

The European Association of Communication Directors recently held a debate on ‘Defining ethics for today’s communicators’. Stuart Bruce wrote an interesting blog on the debate, and his take on it, here: http://stuartbruce.biz/2013/01/pr-ethics-eacd.html

Were you aware of the Code, and do you think PR practitioners should be required to abide by it? Or should we simply rely on our own intuitive moral compass?

Tags: European Association of Communication Directors | Stuart Brice | Code of Athens

Posted in Friday Rambles | No Comments

21 Social Media Predictions for 2013 From the Pros

11 January 2013 at 11:43

January has seen the usual deluge of predictions for the year ahead. But we rather like this article from US website Social Media Examiner: http://www.socialmediaexaminer.com/social-media-predictions-2013/

The two predictions that resonate most with us are #5 and #13:

#5: Content Marketing Is the New Social Media Marketing

As social media begins to come of age in 2013, brands will realize that with unprecedented clutter coming from both people and brands, the need for beautiful and engaging content is greater than ever.

In B2B, content marketing has already taken center stage with white papers, ebooks, webinars, infographics and articles.

In 2013, as Instagram, Pinterest and other multimedia social networks grow, you’ll see more and more B2C brands using social media to produce and share beautiful photos, sophisticated comics and other visual aids, and brilliant TV-level videos.

#17: The Number of Podcasters Doubles

With more than 1 billion smartphone users and hundreds of millions more coming in 2013, the consumer demand for quality on-demand talk in the form of podcasts will grow enormously in 2013.

As marketers begin to realize this new publishing opportunity, we will see a land grab as more and more podcasts are released to appease an ever-growing demand for audio content. NOW is the time to start podcasting.

 

What do you think will be the key social trends this year? 

 

Tags: Social Media Examiner

Posted in Friday Rambles | 2 Comments »

3 ways to get lucky in 2013

03 January 2013 at 20:54

Successful PR always involves a mixture of luck and judgement. But we believe that you make your own luck – and here are three things you can do to ensure your communications activity gets off to a flying start in 2013.

2013 PR

1. Analyse 2012 performance – take an objective look at what you did last year, and evaluate your achievements. Did you hit all your major goals? How do results compare to 2011? Don’t just look at the quantity of media coverage generated. Consider the quality too – in terms of message, media type and reach. Look at the scope and scale of digital activity. Did you truly engage with target audiences online? Is online media coverage working hard to direct traffic to your website, or enhance your search engine rankings? Don’t forget to review wider communications activity such as newsletters, speaker opportunities, awards – and identify areas that may need a bit more focus this year.

It is important to take a step back once in a while and critique your own activity. Even if you achieved your main targets, there is always room for improvement. Analysing what worked well – and deciding what could have been even better – will help to shape 2013 activity and ensure you maximise every opportunity.

2. Get planning – if you don’t already have a clear strategy for your communications, now is the time! Look at your organisation’s business goals and ensure PR is well aligned to make impact where it matters most. Talk to the sales team and the wider marketing team to ensure you are all working cohesively and pulling in the same direction.

A good communications plan begins with well-defined objectives that can realistically be achieved through PR. Take a look at the PRCA’s guide to setting good objectives to underpin an effective communications strategy: http://www.prca.org.uk/default.asp?pid=51

3. Remember you have two ears, one mouth – As the dust settles on the digital revolution, businesses are beginning to understand that they can make significant inroads to target audiences with earned media. The role and remit of PR is getting bigger and it is becoming more reliant than ever on the core skill of all the best consultants: the ability to listen. Yes, the world of communications is more fast-paced than ever, and intuition and speed of response are critical. But the best strategies also create space to monitor and analyse what is going on in the world at large - how else can you ensure what you are saying is relevant and interesting?

As far as PR is concerned, 2013 will be as lucky as you make it.

 

Tags: PRCA

Posted in Friday Rambles | No Comments

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