New Year PR resolutions

Happy New Year everyone!
Yes, it’s that time of the year again. We have been quite busy here at CHA, new office, new venture and new people (including me, Lise, hello!) and we are now back and ready to kick off the New Year!

This year I decided to think about my resolutions from a different angle, maybe it would work differently this time. What about my PR resolution? Sounds immediately more exciting, more challenging (than going back to the gym #fail)

This is what I came up with.
1. Get moving on your social media. If you haven’t done it yet, get started on your social media campaign. Twitter, Facebook, at least the basics. Social media has definitely changed the way we communicate, share, break the news and get noticed. Twitter is probably the place where you will get the worst stories… but also the best ones. And if you still haven’t done your first move on social media, well, make a move! Social media is a must-have that nobody can avoid, whether you like it or not.

2. Online visibility. Get your coverage out of the cupboard - online is the place to be. On your website, your blog, Twitter, Facebook page and many more. You’re doing a great job? Brag about it! How do you expect potential clients to appreciate what you’re doing if they can’t see it!

3. Think outside the box. Competition is tough, economy is bad, we all know it and it’s no breaking news. Don’t be scared to present a new idea, speak out loud and follow your instincts. If you have a good feeling about a new suggestion, don’t drop it just because it’s different. That’s what people like; the unusual, the unexpected. And whatever you have to do, be creative and do something that has not be done before (we hate copycats!)

4. Networking. One of the greatest communication tools is “word of mouth”. Simple, easy and free! Here. Face to face, online, via Twitter (back to resolution number 1! You see…) Engage with your peeps, recognize them, follow them, do not let them forget about you ( here we go again… right back to number 3)

5. Stay tuned. PR is a fast moving, busy environment - there is something new every day out there! Stand out from the crowd when it comes to relaying the information. Use it to be more inventive, to think differently and to be more reactive. It can only be a weakness not knowing what’s going on around you.

But if you feel like you need any help or any advice on social media, design, PR and how to boost your business, we are experts. So feel free to come and talk to us. In the meantime, Happy New Year!

@FrenchieVsLizie

Ethical and Unethical Advertising at Christmas

With Christmas time around the corner the increase of charity adverts will become more apparent. I’ve read many blogs discussing the unethical drive behind ‘tugging on peoples heart strings’ around the festive period in order for people to cough up money. But is it really unethical?

The most recent Cancer Research campaign is one of my favourite. Of course, the majority of charity adverts follow a structure with a clear call to action at the end, mixed in with some heart-tugging and tear jerking messages. However this particular advert does what it needs to do.

Admittedly, it does contain a lot of the expected codes and conventions of a traditional charity advert, in particular one designed to raise money for research and the awareness of cancer, but this advert is constructed to be more relating and therefore affective for the audience.

http://aboutus.cancerresearchuk.org/what-we-do/our-new-tv-campaign/

The advert is obviously tugging at the heartstrings so people tug at their purse-strings as the overwhelming majority of charity adverts do. However, this particular campaign brilliantly staggers the negative and positive emotion throughout. For example, we are initially saddened by those in the advert revealing how they felt when they were told their loved one was diagnosed with cancer but relief promptly arrives in smiles and happy endings. However, the advert ends with an elderly man alone on a sofa; possibly to illustrate that whilst work is being done to fight cancer it is still not enough. This is where the call to action for the audience comes in asking them to pledge just £2 a month to help people like those in the advert, who they can undoubtedly relate to in one way or another.

Christmas is a time for generosity and giving to those who are in need, and charities should be able to utilise people’s festive and giving mood to help benefit others. Although many people have commented on charity advertising around the festive period as a manipulative way to guilt people in to giving and therefore unethical, would the same people expect an ice cream brand not to advertise in summer?

Generation Y was brought up being promised everything, but may well end up with nothing.

They’re called the Generation Y- teens and twenty-something’s, stereotypically known for their coddled upbringing, confidence, opinionated dialogue, free-spending habits, openness and drive for change.

Ultimately, however, more than 50 million members may be best remembered for whether they can overcome the dire financial issues many of them face.
As a fellow Generation Y-er I have found it increasingly worrying how this could have, or may affect me.

We’ve been brought up in a world of easy credit, where spending money you didn’t have was encouraged and as a result Gen Y is criticised for being frivolous spend thrifts, with their multiple maxed-out credit cards. But we didn’t really mind: debt had lost its stigma, because everyone was doing it. Besides, we were told that if we got ourselves into even more debt by going to university, we would be able to secure a job so that we could live a life, content in debt...or gradually pay it off.

But those promised jobs and employment security have vanished. This year alone, figures show that graduate unemployment has risen again, from 10.6% to 20%. However, when researching official statistics, it was near impossible to find any media channels reporting the same consistent figures.

A degree was going to open up doors and infinite possibilities, but according to media reports, this is not the case for everyone. The BBC recently found 28% of graduates from 2007 still have not found full time work. Those who fall into that category may try their luck with an internship; however, it appears that a growing number of organisations are not prepared to pay out for such opportunities- regardless of whether they are mutually beneficial. So unless you have parents or family that can support you financially, it is very difficult for many people to work several months for no pay, especially in places like London. I’ve noticed some employers tend to use the carrot and stick approach by raising the hopes of an intern by convincing them that there is a good chance there will be a job waiting for them at the end of their stint, but often ending in unemployment. Again.

However this is not always the case, as myself and many of my university friends have found full time employment, and putting our degrees into action. There are many employers out there that are eager and welcoming to take on graduates and run internships; but you have to be prepared to move to different parts of the country. To me, a lot of the graduate unemployment has many contributing factors and it is worth considering the following before going to university and once you’ve graduated. What degree are you taking? Is it specific enough, too specific? Academic and/or transferable? I.e. Philosophy is a very specific subject and may give you limitations when it comes to work, unless you specifically want a job that is directly relevant to philosophy. English is a degree that is more transferable, you can enter jobs in different industries that require skills like analytical thinking and reading, proofing, copywriting, journalism, communication, teaching...you get my point the list goes on. Another thing worth considering is whether you would consider moving to a different city in order to chase your dream career. If you are more willing to re-locate, you are more likely to find employment.

So are degrees worthwhile, or is this unemployment malarkey down to poor reporting, spin on statistics or poor choice of degree? I’d say a mixture of the above. I’ve highlighted a few obvious pros and cons about attending university.


Pro:

• opens doors to jobs that would otherwise be near impossible for you to get
• allows you to continue studying for a masters degree or beyond
• exposes you to more learning you might otherwise not experience
• you don't have to worry that someday your field will require a degree. I.e. they tell you to get one or you will be let go or can't get promoted

Con:

• likely to have more debt when you graduate
• you can graduate without having gained any 'work experience' i.e. book knowledge vs real life experience
• a degree doesn't guarantee a job or career

So is a degree worth it?

I think it all depends on the degree in question, the commitment from the individual and their willingness to relocate.

@kayle_grierson

My View on the Nurofen Crisis

On August 25th it was revealed that some packets of Nurofen Plus contain not headache tablets but an anti-psychotic drug designed to treat conditions such as schizophrenia. A situation like this requires rapid and effective crisis communication even if, as early reports suggest, the brand itself is not at fault.

Crucial to effective reputation protection is providing lots of information and reassuring your stakeholders. In today’s world, that is most often achieved through online and telephone communication. But Reckitt Benckiser has appeared slow to activate these communication channels.

Hours after the MHRA had issued its announcement about the issue, there was:

-no information on the Nurofen website

-no information on the Nurofen Facebook page

-no information on the Reckitt Benckiser website

-no one manning the consumer helpline

The morning of the 26th a short statement had been posted on the Nurofen website, but information and reassurance was still in short supply. The danger is that consumers turn to others for advice rather than Nurofen itself, a risky proposition in terms of reputation protection.

When there is no information available online regarding the issue a consumer would usually turn to an available. However the Nurofen helpline shut at 5pm and the incident was reported by the BBC news at 6pm, reaching more stakeholders and lacking crucial support to protect or reduce the potential damage to Nurofens reputation.

Organisations which want to reassure their customers and retain their loyalty during and after a crisis need to communicate with them. That means being geared up to communicate via company websites and social media and having the capability to operate your customer helpline 24/7 if necessary. Failing to do this leaves customers in the unknown, potentially fearful and with your reputation in the hands of the commentators who are prepared to provide information.

For example The Daily Mail wrote: ‘It is thought militant activists carried out the sabotage operation with the intention of damaging Nurofen Plus’s makers… The company may have been targeted because it tests some products on animals’.

A spokeswoman for Virgo Health, said the agency is ‘not happy’ with the Daily Mail’s line and denies the company uses animal testing.

On the 26th after a statement was release on their website, Nurofen later announced a recall of all stock in retail outlets: a more expansive communication approach is now surely essential...too little too late perhaps?

This case is a perfect example of how businesses must be geared up to communicate swiftly and expansively if they want to retain control of their future in a crisis, with online communication being a priority.

The Nurofen plus case is still a shady one with mixed messages from official and unofficial sources, leaving stakeholders confused with who to trust.. It seems that even large corporations are still failing to grasp the important, critical stages of crisis management and communication.

- Kayleigh Grierson (@KayleighPR).

QR Codes...

You may have seen them in posters, magazines, on websites and billboard advertisements. QR codes are cropping up more and more.

So what are QR codes exactly? QR codes or quick response codes are a two-dimensional bar code, which to the naked eye is unreadable but can be read by QR barcode readers and camera phones. QR codes can be used to display text, open a URL, and compose emails or SMS.

QR codes are becoming increasingly popular these days in media campaigns; a brilliant example is the World Park Campaign. The idea originated from New York Park wanting to engage to a younger more wired visitor, and they did this through QR codes.

The World Park sought to reposition Central Park as the modern, urban theme park it was once considered and get tourists, both local and international, to re-engage with it by creating an outdoor mobile museum.

Traditional and interactive media let consumers scan the adverts with their mobile devices to watch the commercials and discover unknown facts, rare stories, and movie scenes—just as they would at the event.

The first World Park event opened to the public on Arbor Day weekend 2010. More than 1,800 visitors used their mobile phones to scan custom signage called Parkodes™, QR codes resembling a digital tree, to play the park. Over 50 codes were placed throughout various locations, turning it into an interactive board game. Each sign revealed a question relating to the visitor's exact location. Visitors unlocked park secrets, famous movie scenes, views from the 1800's, and even hunted for a real world Shakespeare in the park.

The World Park gave New York City’s Central Park a voice, a new medium to speak through and created a new way for tourists to interact with this iconic landmark.

Looking at QR codes on a smaller scale they can be utilised in a less complex and personal way, to promote your artwork, blog, store, or to just display a message.

The Future of QR codes and Tags

The potential for QR codes is limitless. What’s most exciting is how they take what social media is doing well now, bringing people together with technology, and extending it to enhance the experience.

The next generation of barcodes will hold even more information- so much that an Internet connection will not even be necessary. The content will be effectively embedded in the code. Imagine scanning a digital code to manifest physical reality?

It’s amazing to consider where this can go and we are looking at incorporating them into our advertising and promotional material!

Google+

With Google+ reaching its 10 millionth user within days we are all witnessing the biggest, unprecedented growth of a social network site. Ever. Regardless of whether you think its futile attempt to encroach on Facebook’s territory, - they’re making things interesting.

Google’s PR so far has been impressive. Initially G+ only allowed a special selected few to access the trial period of the site, which created an air of mystery and exclusivity. To put it simply, people want what they can’t have, and it certainly created a PR buzz. I for one was chomping at the bit to get involved.

Having used G+ fairly intensively over the last couple of weeks, I can honestly say that it is the most intuitive, inventive and innovative platform I have ever come across. Not to mention the fact that it’s aesthetically pleasing. Putting my own opinions aside and getting down to the nitty gritty- What does G+ actually offer that others don’t?

Firstly G+ has a lot of web3.0 elements within it, but before I get out of my own depth with the technical stuff I’d rather talk about its features, so let’s start at ‘Circles’.

Circles offer something that no other social networking site can. Google Circles is your organisational tool for your friends, associates, coworkers, or otherwise somehow connected to you, human beings online. You can make a group for your friends; for your family members, for your online game buddies, or even a group especially for the peculiar people you don’t want to offend by blocking them out of your online life- you can make circles for whatever you like.

The main idea behind this clever concept is the ability to separate the messages and media you share between groups, unlike Facebook where whoever you are connected to can see what you share. I’ve had the awkward situation of having to apologise to my Nan for a number of unsightly, inebriated university photos I have been tagged in. This Circles functionality plays with every other bit of this whole ecosystem.

Now the ‘Hangout’ feature. Some say it’s similar to Skype, but personally I prefer it.

The aim of the ‘Hangout’ feature seems to be the idea that it’s a meeting place for you and your friends, you and your associates, or if you feel like it, the oddball bunch. It facilitates up to 6 people in a hang out at a time, so although it can get messy if you all want to talk its more functional than Skype.

Now, the ‘Sparks’ functionality I find less interesting, although to others probably quite useful. Sparks offers real time streaming to anything you may be interested in from Cooking to Sport or my stereotypical choices of clothes, shoes and beauty products. A nice little add on that others don’t offer.

Once you’ve had your first taste of Google+ you really do find yourself immersed in social networking heaven - one that’s fully integrated, fully automated and ridiculously simple to understand.

Many cynics have commented that Facebook shouldn’t be worried about Google+, Google is a search engine and that’s what they are good for and Facebook is a Social Networking site and that’s what they do best, but need I remind you Google+ built the first fully automatically driven car- and they are certainly not a car manufacturer.

The scary thing is that it is still in ‘trial phase’ with ‘bug fixes’ and ‘additional features’ on their way……

CH&A's Guest Blog: Work Experience Student Edward Hill

Here at CH&A we are well aware of the importance of interns, work experience and mentor schemes, as these opportunities provide a good entry into the world of PR and Marketing for students, as well as being of huge benefit to us, the employer.

A perfect example of this mutually beneficial system is our recent appointment of Kayleigh Grierson, who worked for us as part of her placement scheme at University, this experience has helped immeasurably as Kayleigh has been able to integrate seamlessly and really hit the ground running. You can read more about Kayleigh’s appointment here.

Currently, we have Edward Hill with us on work experience. Edd will be experiencing the various facets of the PR and Marketing business over the course of this week, here’s hoping we don’t put him off too much! As an introduction to copy writing and digital marketing we have asked Edd to write a guest blog for us, and we think he’s done a stellar job, focusing on the effects of marketing within the music industry:

While most of us are aware of the music business being one of the biggest industries in the world, the majority of us are clueless when it comes to how it actually works. Is it just that marketing, a good advertising campaign and a catchy tune is all you need?

The majority of the population in the U.K are very aware of music, with ‘high climbers,’ and ‘new entries,’ making it into the extremely competitive UKtop40. Usually the UKtop40 is dotted with artists like Cheryl Cole, Nicole Scherzinger, and Jason Derulo. While these stars make good music, it seems to be that they do not spend much time writing and crafting the lyrics and creating the songs themselves.

As these are some of the planet’s biggest artists music wise, we would expect them to take their time and fine tune each and every song themselves. The reality is, unfortunately, that it seems they don’t. However, there are many exceptions: bands like Coldplay and artists like Adele and Jack Johnson make us feel as though they have taken time over every song, they make us feel as though they are very much worth the advertising and publicity they seem to acquire.

Adele is a perfect example of this theory. Adele has recently come into her own and has been recognised as one of the planet’s best and most powerful songwriters of today after her second album, ’21,’ was such a great success. Adele does have complete creative control over her music and it seems she spends days and weeks over every lyric. Is the reason for her second album being such a success that we are so used to listening to modern ever changing pop music written about rock star lifestyles, and when someone like Adele comes along and writes songs about things that relate to our everyday lives we realise what a talent she has for both singing and song writing? Or is it that advertising can just sell and type of music to any type of person?

As lyrics are becoming less important is it that advertising and ‘studio magic’ can make any one name at the top of that all important list of top 40 songs and artists? Even if Adele is appreciated now, who’s to say she will remain in our memory as one of the best songwriters of the decade? Will her studios and managers be saying ‘we’ll find someone like you’?

However there is an argument to be heard that advertising in music is a powerful thing for many good reasons. Marketing and advertising are being used more and more to make sure more people know about an artist or a song all over the world, this is a brilliant thing as more people can buy songs that they have heard about and like. Also with advertising and marketing and PR being so strong it means more people can have the chance to maybe, live their dreams whether it be to be a chart topping artist or to just be employed by someone and earn a living doing something they like doing. Also if there is less pressure on an artist to be the best songwriter as well as the best singer or composer then there is more chance for jobs along the way, e.g. songwriters and composers. Overall, it can be said that advertising, marketing and PR are powerful tools in every industry.

As always we welcome comments and suggestions, please do get in touch if you want to discuss anything, even if it’s just about the weather!

CH&A Digital.