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HAPPY 10th BIRTHDAY TO OUR FAVOURITE WEB RESOURCE

Monday, January 17th, 2011

Wikipedia Logo

THERE aren’t many start-ups that last ten years.

And of those that do survive, not many become synonymous with their art.

No, we’re not talking about Brazen’s 10th anniversary this year.

Though, clearly, we could be.

But that’s for later in the year.

Today we’re saying happy 10th birthday and a huge congratulations to Jimmy Wales, the founder of the web phenomenon that is Wikipedia.

There isn’t a day goes by in this office when we, one or more of us, are knee-deep in Wikipedia’s tiniest crannies seeking out some little fact to help support a press release or researching a brand.

The mark of a really progressive company is one which not only realises that its USP is never enough on its own to guarantee success but constantly acts to stay ahead of the game. So it evolves, sometimes forcing that evolution to happen even though the present state of affairs sees it comfortably ahead as market leader.

Jimmy Wales is a such a man.

Though Wikipedia’s monumental success and place in history is assured Jimmy is forever picking holes, finding better ways to do its business, to make it more appealing to its customers.

Wikipedia is too complicated for many people to modify despite billing itself as “the free encyclopedia that anyone can edit”, Jimmy believes.

So he’s going to change its established interface in a bid to attract a new generation of users and massively increase the number of female contributors to its pages.

That’s why his is the fifth biggest website in the world and getting bigger by the day.

If only Myspace had enjoyed the same foresight.

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Posted in Brazen Digital, Brazen PR, Brazen Productions, Consumer, Consumer PR, London PR, Manchester PR, News, Public Relations, Social Media, Uncategorized, digital PR | No Comments »

HAPPY AUGUST, EVERYONE – WE’RE ALL GOING TO DIE

Tuesday, August 10th, 2010

August 10th, 2010.

Renowned astrophysicist Stephen Hawking has said mankind must move to outer space within a century to survive.

Nice thought for the start of the month eh?

sunset-space-pacific-ocean-thumb

In an interview Hawking says threats to the existence of the human race such as war, resource depletion and overpopulation meant it was at its greater risk ever.

“It will be difficult enough to avoid disaster in the next hundred years, let alone the next thousand or million,” he said.

Great. Cheered me up no end that little missive, Stephen. I’ve just redecorated too.

It gets better.

“Our only chance of long-term survival is not to remain inward looking on planet Earth but to spread out into space.

“We have made remarkable progress in the last hundred years. But if we want to continue beyond the next hundred years, our future is in space.”

This from the same man who, earlier this year, warned that exploring space may not be entirely without risk and that humans should be wary about making contact with alien life forms as they may not be friendly.

OK. A few thoughts occur. Indulge me for a moment.

Stephen, with the greatest of respect for a man clearly light-years ahead of me in intellect and simple, homely good looks, please stop it. Now.

I realise that musing scientifically about the future and how the magnetism of space may provide a new home for many of us at some post-apocolyptic point on the horizon is what you do but, really, I don’t need to be force-fed the grim details of mankind’s potential demise while I’m eating my Bitesize Shredded Wheat.

If all you have is bad news, then stop sharing it with us. Harbingers of doom are never popular people you know. We used to burn them at the stake in centuries past.

Wars, you say? They’ve come and gone. The race is still here. Surviving and living. It’s the Human condition you know. We fight because we can’t communicate without anger.

I don’t want to live on the moon, forced to wear a ridiculous air-tight, fart-proof suit, made to eat food-flavoured toothpaste and ordered to refer to everyone by military rank. Morning Captain Dad! That’s not life. That’s surviving.

The Human Being is designed to live, not just to be.

By Adam Moss, News Editor

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Posted in Brazen Digital, Brazen PR, Consumer PR, Manchester PR, Public Relations, Social Media, Uncategorized | No Comments »

THE ‘REAL’ FACTOR

Friday, March 5th, 2010

‘I Had A Sex-change Without Telling My Wife’, ‘I Breast Feed My Cat’, ‘I Ran Over My Fiancé’, just some of the extraordinary stories from very ordinary people told in Channel 4’s latest ‘Cutting Edge’ installment – ‘My Daughter Grew Another Head And Other True Life Stories’.

Intrigued to see the actual people behind these quite ridiculous headlines, I switched on last night, expecting to watch a bunch of money hungry ‘odd-balls’ but instead found myself empathising with a host of working class folk who just wanted people to hear their story. Many wanted to reveal the truth behind gossip whilst others wanted to help those in similar situations.

In contrast, the journalists interviewed fully lived up to the ‘real-life’ media stereotypes, hungry for drama, eager to find tragedy and humiliation with stories shocking enough to make the front cover and secure those big bucks, thick skinned to say the least. One ex true-life journalist actually admitted to leaving the industry when her conscience caught up with her.

Stalking the streets of the UK for ‘womb tremblers’ or stories of ‘trial and tragedy’ these reporters were there to ‘re-create’ tales to fascinate and intrigue, often with a complete ignorance for the case studies’ feelings. One of the more emotional moments was when Rachel (I Had A Sex Change Without Telling My Wife) read the interpretation of her story in Full House. Desperate to show the complexities of her journey to become a woman, she was devastated with how her tale was twisted into a freak feature.

The documentary didn’t dispel my thoughts on how sometimes the vulnerable and often gullible were taken advantage of to make a good story but did demonstrate how the growing culture of ‘reality’ stars was just as big in print as it is on TV. And with a thriving industry of nine million readers a week, websites for people to upload their own ‘true life’ stories to and publicists for normal people with interesting stories, the phenomenon appears set to get bigger.

Would I sell my story if something bizarre happened to me? God no. Will I continue to read these tales of horror and tragedy with the same fascination? Of course. I might not necessarily believe everything written down but I’m paying for the magazine to be entertained at the end of the day.

By Heather Kenny, Brazen Account Executive

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Posted in Celebrity, Consumer PR | No Comments »

#BRAZENQT FLASHBACK – GORKANA TWINTERVIEW

Friday, February 26th, 2010

If you missed Brazen PR’s Twinterview with media specialists Gorkana, read the entire transcript here.

citizenofbrazen @Gorkana Hi Celina, welcome to the Brazen Twinterview – it’s not as scary as it may sound. Honest. #brazenqt

gorkana @citizenofbrazen Feeling honoured that you think Gorkana is in the same league as Kai Wayne Rooney #brazenqt

citizenofbrazen @Gorkana Kai is certainly a media favourite but then Gorkana will know much more about the media game, I believe. #brazenqt

gorkana @citizenofbrazen We like to think we’re pretty plugged in – our mission is to bring PRs and journos closer together to help…#brazenqt

gorkana @citizenofbrazen…both communities save time and hopefully more efficient in this crazy time pressured world. #brazenqt

citizenofbrazen @Gorkana As media middlemen how does Gorkana work to bridge the divide between what journos want and PR agencies have to offer? #brazenqt

gorkana @citizenofbrazen We work with journos by helping them find story content via our media requests and we also provide a snapshot…#brazenqt

gorkana @citizenofbrazen …of what they write on, how they like to be approached and the best time for PRs to make contact. We also…#brazenqt

gorkana @citizenofbrazen …invest in regular breakfast briefings to bring senior journos to the PRs masses. #brazenqt

citizenofbrazen @Gorkana Some PRs use scattergun approach when issuing press releases, is there a way journos can exempt themselves from lists #brazenqt

gorkana @citizenofbrazen Not at the moment but it’s something we want to address. We’re keen to hear from journos about how…#brazenqt

gorkana @citizenofbrazen …they would like us to work with them. Basically we’re all ears and keen to engage…#brazenqt

citizenofbrazen @Gorkana That scattergun approach has been rightly criticised but don’t Gorkana bear some responsibility too? #brazenqt

gorkana @citizenofbrazen Yes which is why we’re keen to get it right. Equally important is the broader question of PR training. #brazenqt

citizenofbrazen @Gorkana Fair point. Social Media – its the future. What is Gorkana doing to give PRs new and relevant Social Media solutions? #brazenqt

gorkana @citizenofbrazen Glad you asked! We’re working on a really exciting social media offer at the moment. Can’t say too much yet but…#brazenqt

gorkana @citizenofbrazen …watch this space (don’t you hate it when people say that?). More news soon on that and a…#brazenqt

gorkana @citizenofbrazen …social media breakfast we’re also planning – all very exciting. #brazenqt

citizenofbrazen @Gorkana Social Media Breakfast? Hmm, a kind of Twitter on toast then? #Brazenqt

gorkana @citizenofbrazen Put it this way – it’ll be pretty tasty. #brazenqt

citizenofbrazen @Gorkana Has the digital media revolution affected the way Gorkana works and how do you see that changing in the next five years? #brazenqt

gorkana @citizenofbrazen No doubt. Our social media offer will be a whole new way of operating. More change to come and we’re ready…#brazenqt

gorkana @citizenofbrazen …for it. We’re an online biz so can respond quickly to market changes. Bring it on we say. #brazenqt

citizenofbrazen @Gorkana Isn’t everyone an online biz these days? How has it changed the way you work and what makes you “ready”? #brazenqt

gorkana @citizenofbrazen Not like Gorkana – our ‘products’ are all online. We have a social media outreach programme , we have tailored…#brazenqt

gorkana @citizenofbrazen …our breakfasts so they have a digi element , we’ve got a Twitterati section in the alerts and we list ..#brazenqt

gorkana @citizenofbrazen …twitter handles on journo pages – just a few to the things we’re doing. We’re also constantly talking to….#brazenqt

gorkana @citizenofbrazen …our clients to find out what they want. #brazenqt

citizenofbrazen @Gorkana Thank you Celina. Here’s hoping you serve poached egg with your social media breakfasts. #Brazenqt

gorkana @citizenofbrazen A pleasure citizenofbrazen – it has been a lot of fun! See you ’round…#brazenqt

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HOW ‘SUPER’ IS THE SUPERBOWL REALLY?

Monday, February 8th, 2010

AMERICA hasn’t slept for weeks in anticipation of this year’s Superbowl final which finally got underway last night.

It was billed as The People’s Superbowl, largely because it featured the New Orleans Saints – the team from the legendary home of the blues, a city which is still in recovery from the devastating Hurricane Katrina which ruthlessly ripped the place apart in 2005.

The Saints did, indeed, go marching on last night as they triumphed over their hugely favoured rivals, the Indianapolis Colts – willed on, seemingly, by the entire country. America loves an underdog almost as much as a hotdog, after all.

“This was a victory for all America,” one worryingly over-excited Saints fan screamed at a CBS news-crew after the win. “A victory of triumph over adversity.”

No-one can begrudge New Orleans that sentiment, that moment of glory after death and devastation punctuated every choking breath of recovery The Big Easy seemed to take in the aftermath of Katrina.

But……let’s take a brief look beyond the veneer of this script – one that will clearly become a Hollywood movie long before decency should allow it – for just one, sober moment shall we?

Today, as the sun rises and cleaners move into New Orleans’ French Quarter to mop up after last night’s David V Goliath Superbowl victory celebrations what do you think is the most talked about Superbowl moment?

Was it that poetic winning touchdown, the dramatic turn of events as the Saints, for one short year, symbolised the entire American spirit of ‘never say die’? Was it?

Err, no, actually. It wasn’t. Nowhere near.

Katrina was horrifying and horrendous. Moreover, undeserved. It was nature at its most unpredictable – vicious, violent and merciless. America and the rest of the world sat open-mouthed as news streams beamed pictures into our homes of the biblical devastation of this proud city.

But put a search into Google News today for ‘‘Superbowl 2010′ and what are most Americans talking about?

Answer – a Superbowl-themed advert during a game-break which featured talk show hosts Jay Leno, Oprah Winfrey and David Letterman.

I kid you not.

The American dream eh?

Never miss the opportunity to make a buck. It’s a great lesson to teach the kids isn’t it?

By Adam Moss, Brazen News Editor

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Posted in Consumer, Consumer PR, News, Public Relations | No Comments »

iSLATE OR iWANTONE? BRAZEN’S CITIZENS DECIDE THE iPAD’S FATE…

Thursday, January 28th, 2010

Yesterday saw the launch of Apple’s latest gizmo, the iPad. With iMania reaching boiling point on social networks and the release dictating news agendas across the globe…was all the hype actually worth it? We ask Brazen’s Citizens…

Abigail Outhwaite – Account Executive:
“In the run up to the launch of the iPad, traditional media publishers have been looking to Apple’s innovative manufacturing techniques to adjust consumer attitudes to paying for online newspaper content and thus offer their industry the financial salvation that iTunes offered the music industry.

“Apple is already well-equipped to do this – it’s existing iTunes and App stores take the inconvenience out of making online payments, to the extent that it is all too easy for technophiles to overspend without thinking about it. And, with it’s 9.7in screen, the iPad is an excellent platform for bridging the gap between newspapers and news websites.

“At the launch, Apple’s Steve Jobs was accompanied by the New York Times’ senior vice-president, Martin Nisenholtz, who also unveiled a Times app for the iPad with the gushing statement: “We’re incredibly psyched to pioneer the next generation of digital journalism. We want to create the best of print and best of digital, all rolled up into one.”

“This is a step in the right direction, but it doesn’t go anywhere as near as far as is required to save the industry – in order to extend the reach of paid-for newspaper iPad applications to less tech-saavy newspaper buyers and thus encourage paid-for digital consumption, the publishers will have to ensure the apps provide substantial amounts of exclusive content, or better yet, the entire industry will have to take the plunge and restrict access to the content available on their websites, to force an incentive to pay for content.”

Adam Moss – News Editor:
“While the name of Apple’s new iPad makes it sound like Steve Jobs is moving the company into feminine hygiene products I have to say, like the rest of the tech-savvy world, yesterday in my house rapidly became ‘Apple Day’.

“Will it transform the way we surf and use our computers, be they smartphones, tablets or netbooks? Yeah, probably. In time.

“I expect to see a rush to Apple stores when the iPad is made available to us all this Spring. But I’ll wait till version 2 because that’s when I’m convinced Jobs will have ironed out any teething problems and introduced the ‘missing’ stuff everyone’s been harping on about. That’s when we’ll see the classic Apple “killer apps” we’ve all been holding our breath for and when the iPad will become the game changer we all suspect it could be.”

Daisy Whitehouse – Senior Engagement Director:
“I like any self respecting geek look forward to Steve Jobs’ rare forays into the media spotlight where he reveals the latest much awaited outcome from the toil of his floors full of researchers beavering away in Silicon Valley. This time though there’s a BUT…I know I could change my mind when remembering being sure I would never wear skinny jeans or shiny leggings but I just don’t see the need for this new gadget.

“I think the main reason being, I love books! Books are not broken and they don’t need fixing. It’s not possible to improve on the feeling of opening a brand new book, and what will be put on our bookshelves? I still have pretty much every single book I have ever bought, not read because as a kid i went to the library! People will argue that it’s evolution, that electronic books will encourage children to read more but I wonder if the experience will be the same?

“I know it’s not just for books, it’s for surfing the net but with 2 iPhones, work and personal, and 2 laptops, work and personal, I think I have that covered, and streaming video, yes they both do that too. Showing off aside, not everyone has an iPhone and a laptop, but most Apple fans do and for the moment I would think it will be only Apple fans that are going to fork out for this extremely expensive book. Having said that, Steve Jobs has done alright for himself so far…”

Gary Bramwell – Deputy Managing Director:
“One…It looks bloody good, better than the other tablets out there and always will, as it is an Apple. Would you buy a HP on looks? No…

“Two…Don’t dismiss it. Apple are ALWAYS ahead of their time…this is the first step in something even more brilliant.

“Three…It will change the way we consume media and weirdly cut down on our waste…no more chucking out the hefty Sunday Times when you can skip to the section you want on the iPad.

“Four…It’s cheap (relatively)

“Five…I want one.”

Graeme Anthony – Digital Doctor
“For me, the actual product never lived up to all the hype, speculation, suspense and media attention surrounding the iPad’s launch.

“Tweets spread like wildfire across the micro-blogosphere causing mass Apple hysteria, I even spotted a survey story suggesting that over 50% of the UK were already considering buying Apple’s latest epiphany without even knowing what it does…yet alone what it’s even called!

“The rumours suggested we were getting something special and that Steve Jobs had created a machine that could not only explain, but justify the meaning of life.

“Instead, we got Mac’s version of a product that’s lets face it…sort of been knocking around for awhile. Although I expect the iPad will be the next big thing and does signal an evolution in the way we interact with media and technology, there just doesn’t seem to be anything groundbreaking about it. Which is surprising and a little disappointing from a company who are lifestyle innovators.

“I’m sure Jobs does have something else up his sleeve which will eventually make our jaws drop and jump for joy but at the end of the day…he doesn’t have to. After all, hoards of people will buy the iPad and once all of Apple’s competitors have caught up with their shadow, they’ll blow them out the water once again with what I suspect will be ‘the real iPad’. And then we’ll buy it all again…mass consumerism at its pinnacle.”

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Posted in Brazen Digital, Brazen PR, Consumer PR | No Comments »

BRAZEN’S 2010 PR-EVIEW

Monday, January 4th, 2010

A New Year and a new NewsAgenda beckons for the dawning of the Teenies. With an exciting year ahead, failing to prepare your consumer PR campaign is preparing to fail…as the old saying goes.

Not to steal our illustrious Brazen News Editor’s thunder, but here’s some key dates in the 2010 calendar that every PR consultancy should have circled and even double-underlined in their diary. Identifying the opportunity and planning your news hook around it, is paramount in obtaining those all important headlines!

Current – CBB – Yes it’s the last ever and will no doubt go out with a bang…we hope.

10-17 JAN – WORLD SNOOKER MASTERS – The year’s first major sporting event.

12 FEB – WINTER OLYMPICS – Heroes and villains in the making as the Winter Games roll into Vancouver. As if we haven’t seen enough snow lately…Team GB Curling squad should be a safe bet.

16 FEB – THE BRITS – A celebration of British music and eccentric PR stunts

21 FEB – THE BAFTAS – Duller than The Brits, but far more glitz and glamour. Go get your product papped!

28 FEB – CARLING CUP FINAL – Aston Villa take on Manchester City or United at Wembley. (Being a Villa fan…we automatically qualify in my eyes)

7 MAR – OSCARS – The real BAFTAS…

11-14 MAR – CRUFTS – If there’s one thing Britain loves more than binge drinking…it’s a pet. And dogs to be precise in this case. Now, if we could only teach the canines to binge drink we’d be onto a winner!

MAR-TO WHENEVER GORDON BROWN BLOODY WELL LIKES – THE GENERAL ELECTION – So the date hasn’t been set but this will be the biggest talking point of the year and conversation is already happening. Only the very best commercial news hooks will make, make sure it’s yours!

3 APRIL – BOAT RACE – Not just a bunch of toffs in a boat…but a bunch of toffs in a boat with lots of cameras pointing at them!

10 APRIL – GRAND NATIONAL – A great opportunity to spin coverage and win yourself some cash in the annual office sweepstake.

25 APRIL – LONDON MARATHON – Without doubt one of, if not the largest, sporting event in the UK. Great opps for coverage and experiential marketing.

9 MAY – LAST DAY OF PREMIER LEAGUE SEASON – Nail biting moments…

15 MAY – FA CUP FINAL – The most famous cup final in the world, FA Cup fever hits the UK.

22 MAY – CHAMPIONS LEAGUE FINAL – Considered by big clubs to be football’s Holy Grail…this year the final is at the Bernabeu, Madrid.

25-29 MAY – CHELSEA FLOWER SHOW – Who could forget James May’s plasticine garden from last year?

28 MAY – SEX AND THE CITY 2 – After all the month’s football, the ladies will need a little rest-bite.

31 MAY – CHEESE ROLLING CHAMPIONSHIPS – Britain’s love affair with eccentric events will continue…

TBC MAY – BRITAIN’S GOT TALENT FINALS – Please…not another Subo!

11 JUNE-11 JULY – 2010 FIFA WORLD CUP – The second biggest talking point of the year, first if we win it. Once again, only the cleverest campaigns will be successful.

21 JUNE – WIMBLEDON – If the World Cup isn’t enough, how about a spot of tennis also. Strawberries and sausage anyone?

23-27 JUNE – GLASTO FESTIVAL – The world’s most famous music festival turns 40 this year and is promising to boast its best lineup ever!

9 JULY – TWILIGHT – Twilight and its hysteria returns for the third installment – Eclipse.

10 JULY – WORLD PEA-SHOOTING CHAMPIONSHIPS – Amid the World Cup dullness, finally an event to get excited about…

11 JULY – WORLD CUP FINAL – 7.30pm, Soccer City Stadium, Johannesburg. It’s coming home…

21-22 AUG – V FESTIVAL – Dancing chavs…

27-29 AUG – READING AND LEEDS FESTIVALS – Dancing emos…

29 AUG – WORLD BOG SNORKELLING CHAMPIONSHIPS – Got a new prototype snorkel or flipper to promote? Prepare to get muddy…

29-30 AUG – NOTTING HILL CARNIVAL – The beautiful art of combined dance and rioting.

11 SEPT – THE LAST NIGHT OF THE PROMS – Is there anything more British, other than puking in the gutters of San Antonio?

11-12 SEPT – BOGNOR BIRDMAN COMPETITION – Those magnificent men and their flying machines, make a scene and secure those headlines.

18 SEPT – WORLD GURNING CHAMPIONSHIPS – Ideal sponsorship opportunity for a cosmetic surgery clinic.

1-3 OCT – RYDER CUP – Golf’s biggest team event takes place at Celtic Manor in Newport, South Wales.

10 OCT – WORLD CONKER CHAMPIONSHIPS – What can I say, October’s a quiet month…

4 NOV – PETER KAY STAND-UP TOUR – The hugely anticipated return of Peter Kay which will no doubt place him head and shoulders above any other Brit celeb in the media pecking order.

TBC NOV – I’M A CELEBRITY…GET ME OUT OF HERE – Katie Price once again returns to our screens…

19 NOV – HARRY POTTER AND THE DEATHLY HALLOWS – Harry Potter fever…or flop?

25 NOV – THE ASHES – Just when you thought all the sport was finished, The Ashes commence just in time for Christmas. Bring it on!

2 DEC – FIFA ANNOUNCE WORLD CUP 2018 HOST – The biggest decision of the year! Bigger than BGT, X Factor and Strictly combined, will England be hosting the 2018 tournament?

By Graeme Anthony, Senior Account Manager

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GORDO BREAKS COVER TO GIVE FRANKEST INTERVIEW YET

Tuesday, November 24th, 2009

MANCON MAN TALKS SHOP IN BRAZEN TWINTERVIEW

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HE’S REGALED as a man who doesn’t mince his words and now Mark Garner – or Manchester Confidential’s “Gordo” as he is better known – is set to reveal his hidden depths in a ‘tell-all’ live interview.

Breaking free of the relative security of his Manchester Confidential base Gordo – feared restaurant critic, fiercely competitive businessman and respected raconteur – has agreed to be quizzed and probed by Manchester-based Brazen PR’s news editor Adam Moss.

And the entire interview will be beamed live to the nation on Twitter this coming Wednesday (25 November) afternoon at 3pm.

There’ll be no hiding place.

But that’s just how Gordo likes it, apparently.

This is the man who transformed the way Manchester held conversations; how its restaurants operated; how we debated pressing city issues papered over by our city council. Gordo and Mancon gave us a new insight into the machinations of this great Northern city, from the perspective of the people who know it best, Mancunians themselves.

And all for free. For now.

That’s the next great Manchester Confidential debate. And we’ll be asking Gordo all about his plans to start charging his Mancon readers for content.

It’s a move described as ‘arrogant’, ‘foolhardy’, ‘deluded’, ‘brave’ and ‘thought-leading’ depending which thread you’re reading on the Manchester Confidential site.

Brazen owner Nina Webb said: “Gordo is one of the Top 5 when you’re talking about notorious Mancunians. We’re really pleased he’s agreed to take part in our Brazen Twinterview, the second in the series.

“There will undoubtedly be irreverence, humour, serious business and a soupcon of rib-poking going on, and that’s even before Gordo gets started.”

You can follow the ‘live’ twinterview by logging onto Twitter at 3pm on Wednesday November 25 and typing in a search for #brazenqt.

The questions will come from Brazen PR’s resident news guru @AdamMoss and Gordo will be responding from @GordoManchester. The interview can also be viewed by following both Adam and Gordo.

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Posted in Brazen Digital, Brazen PR, Consumer PR | 1 Comment »

IGNORANCE AND THE DARK SIDE (OR WHY NEIL BENSON IS WRONG)

Monday, November 16th, 2009

trinitygrab

TRINITY Mirror’s Regional editorial director Neil Benson said this week that regional newspaper groups should consider running PR agencies and offering web consultancy services to help generate revenue.

A little naïve maybe?

He stated that as some of the “best PR firms are run by ex-editors…..why don’t regional publishers think about launching an arm’s length PR agency.”

While it may indeed be true that some of the best PR agencies are run by ex-editors, does it necessarily follow that all regional newspaper companies have the staff or talent to be successful in PR?

Of course it doesn’t – and to say as much displays a fundamental ignorance of what is involved in real PR.

I know – I have been a journalist working on national and regional newspapers for more than two decades, now working in PR – and I can tell you it is no easy transition.

Effective PR isn’t just about clever writing and spotting a news angle before everyone else. These two elements are crucial to good PR, of course, but to suggest that they are the ONLY necessary ingredients – which is exactly what Mr Benson has done – is not exactly scientific.

His comment illustrates a common ignorance among journalists about PR. I remember sitting inside Canary Wharf as a newspaper staffer many moons ago and reading press release after press release and thinking “I can knock out better releases than this. I’m going to move into PR and milk this lucrative and sacred cow for all its worth before retiring to a green pasture somewhere in England’s Home Counties.”

Having spent the last 14 months working at Brazen I now know different. Effective PR is far more about brand consultancy than it is about news headlines and well-written releases.
And with ‘brand consultancy’ comes the daily task of keeping your clients – the ones who pay the bills – happy.

It’s no easy task, as anyone with any kind of working knowledge of consumer PR will tell you.

And journalists have no experience in keeping clients happy. Quite the contrary. Most journalists set out to shock and provoke their clients – the people who buy their publication – because that’s what sells newspapers.

And therein lies one of the numerous fundamental differences between the two species.

It’s one thing causing uproar, it’s quite another cleaning up the mess afterwards.

And that’s just the tip of the PR iceberg.

By Adam Moss, News Editor

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Posted in Consumer PR | 2 Comments »

13 LESSONS FROM THE RECESSION

Friday, November 13th, 2009

This morning I went to Lessons From The Recession, a presentation by Katrina Michel and Liz Bielinska from Planning Express. This particular event was in association with Orchard and, though I go to lots of these things, this one was fun and very informative. Below are a few key points. Hope you find it useful too…

1. IN LOVE WITH NOSTALGIA

• People are harking back to “when it was all good and things were happier” than in the current climate
• Brands have embraced this such as M&S with their 1p Bazaar
• There has been a sales increase in nostalgic brands and products, such as Stork, Cake Mixture, Beans, Bisto and Rich Tea biscuits
• Fray Bentos pies has seen a sales increase of over 40%

THE CONTINUING TREND

• In 2010 and beyond brands that scream nostalgia will continue to thrive

2. GET IT FOR LESS OR FREE

• The current trends are M&S Dinner for 2 for £10. Morrisons launching Christmas dinner for £2.75 a head! Audi offering two free services on their cars
• People want value for money
• Latest data shows 80% of people are actively looking for bargains and 50% are using money off vouchers
• Buying things on the cheap is no longer something to be ashamed of, illustrated by Stella McCartney doing a range for Gap and Jimmy Choo creating a range for H&M

THE CONTINUING TREND

• There will be a long-term resistance to paying full price. Due to the continued discounts and offers in store because of the recession, people have changed their perception of price and what things are actually worth

3. WASTE NOT

• Waste less, spend less
• Throwing things away now fills us with guilt
• Due to our lack of money, wasting things feels bad
• The humble shopping list is now back to discourage impulse buying and some supermarkets are considering putting a ‘shopping list holder’ on the front of the trolley
• People are now eating food way past the sell by date
• People now feel they have to recycle more as they have a moral duty to do so

THE CONTINUING TREND

• Recycling is here to stay
• BOGOF’s are dead as people now see this as wasteful, but money off is here to stay

4. A PENNY SAVED IS A PENNY EARNED

• There has been a mass awakening to the fact that we all have to save
• 86% of people now hate being in debt
• We are taking saving tips from our parents as they did it so well
• Due to the extension of retirement age, people now want to control their own retirement age and the only way they will do that is to save

THE CONTINUING TREND

• People will save save save

5. MEND AND MAKE DO

• Everyone knows they have too much stuff. People are now turning to mending things rather than buying new
• Shoemakers Timpson has recorded a 40% lift in sales due to people mending their shoes rather than buying new
• People are hanging onto products for longer, so cars, beds and kitchen appliances people are getting them fixed or making do rather than replacing

THE CONTINUING TREND

• Having more stuff is becoming un-trendy
• Buying purposeful stuff and less of it is trendy

6. INFORMAL SOURCES OF INFO/OPINIONS

• People want to hear from other people and value what other people say, especially online, across all sorts of products and services
• Even down to mybuilder.com where you can rate the service the builder/handyman has provided
• PR is at the heart of this
• People are now owning brands, not necessarily the marketing department

THE CONTINUING TREND

• Marketing/PR are now directing people’s opinions of brands not shaping them. Consumers are shaping brands

7. OUT OF SIGHT OUT OF MIND

• As we all know big brands have failed this year such as Woolworths GM Motors etc
• 53% of people are less likely to be loyal to brands
• The brands that have failed have been mediocre

THE CONTINUING TREND

• Brands/Companies should always ask “ If we didn’t exist/provide a service would there be a need for us to be invented”

8. LOSS OF TRUST IN THE BANKS

• People see the banks as greedy
• Only 30% of people trust banks
• The current Natwest “HELPFUL BANKING” advert people don’t believe the sentiment

THE CONTINUING TREND

• Anyone operating in Financial Services needs to be seen as truthful

9. BECAUSE IT AINT WORTH IT

• Organic food sales are down 40% and have been denounced by ASDA
• Value lines in supermarkets have come into their own as people buy them and work out the difference between them and branded goods
• Trading down is officially cool
• Fairy Liquid is one brand that has managed not to be affected by this and is still going strong – possibly because of its claim of washing thousands of dishes – people see it as good value

THE CONTINUING TREND

• Trading down to own brand or value is only going to continue

10. HOME IS WHERE THE HEART IS

• We are all staying in more
• 35% of us are going out less
• We are even exercising at home due to Wii Fit
• Staying in is trendy as more people invest in entertaining in their home, whether that be on a new HD TV or a PS3

THE CONTINUING TREND

• We will all go out again, but not as much, as now our home is at the centre of entertaining our friends and ourselves

11. BETTER THE DEVIL YOU KNOW

• Trusted brands are going to become ever more important
• Brands that have survived the recession are simply going to get stronger, as these are the brands that have helped people through the difficult climate, whether giving more value or providing discounts – it’s all about goodwill
• And it doesn’t matter what advertising says as never before have so many people been unconvinced by advertising messages

THE CONTINUING TREND

• Goodwill & great PR; advertising will continue to falter

12. KEEP IT SIMPLE

• There is so much technology but people are becoming resistant to higher functionality of products
• Gadgets that are straight-forward and do their job have more appeal
• As consumers we are being over-loaded with technology
• 76% of people just want a mobile to make calls and text
• We haven’t got time to learn new things

THE CONTINUING TREND

• Embrace technology but keep it simple

13. SOMETHING THAT MATTERS

• Grand gestures are out the window
• People now want something that matters “it’s the thought that counts” is now in full effect

THE CONTINUING TREND

• Thoughtful simple products are the way forward

By Gary Bramwell, Deputy MD

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Posted in Brazen PR, Consumer, Consumer PR, Public Relations | 2 Comments »

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