Here is a link to a presentation I gave yesterday at the Content Marketing Strategies Conference in Berkeley. It’s about the role of Public Relations in content development and activation. Unfortunately some of the videos I used are missing in the slideshare version.
These the four key take-aways:
Owned by Kraft, a new recipe of Vegemite was launched a few months back, but without a name. Instead, the name was entrusted to the Australian public as a competition. This week, the winning entry was unveiled and it has been called – iSnack 2.0. Yep, can you believe it? How can you give food a name like that. What is going on?
As you would expect, the public is equally puzzled. As is the modern debate, the social media channels have been on fire with opinions on both sides. The mainstream media has also reported heavily, both here in Australia and overseas, given the iconic status of the Vegemite brand and probably because it’s such an unusual name.
Personally, I have to agree with the negative camp. It is one of the most unusual product names in living memory.
What do you think?
Or, is it going to be remembered as a smart PR stunt to simply get people talking about the product? Would we be at all surprised if the product is re-named in a few weeks, due to the weight of negative consumer feedback? We will find out soon enough.
In the meantime, like it’s famous UK counterpart Marmite, you will either love it or hate it (the iSnack 2.0 name I mean).
Update: Kraft has just announced it has dropped the iSnack 2.0 name and will get the Australian public to vote again.
Nate Cochrane pens his rules for social media etiquette on Australian new site, iTNews. And in a style true to the very fundamentals of social media which encourage active sharing and participation, he has made a point to list the rules he outlines as a work in progress and has opened it up for discussion on the site.
One of the rules that he points out is one that we tend to forget: ‘Quality NOT quantity’. Too often PRs get flack for doing a last minute dash to sign up as many people in their network to become friends/ fans on their clients’ Facebook groups and pages or on their Twitter handles.
As PRs, we need to continue to educate our clients that the real value does not lie in the sheer volume of people we sign up but rather in the quality of the people we engage (even if it’s only a handful!).
Consider who your target audience is, where do they frequent and how to reach them. Who is in your fans/ friends extended networks. Are they the right audience to target?
Using Twitter as an example, it’s important to do the analysis and drill down into who the person is that you want to connect with, get to know them, follow them for a while and find out what they write about. Also have a look into who follows that person, are they the appropriate person for your client to be reaching out to or is there someone in their Twitter network that is better?
The following tool can help you determine the most appropriate people to follow:
If we want to get some real and long lasting results for our clients, the key is to make sure that we’re speaking to the right audiences!
The hot topic at the moment is the uncertain economic environment - something that is rearing its head in all industries and all walks off life today. As I have mentioned previously, I am keen to explore over time what impact this changing landscape will have on the PR industry next year.
As PR/ comms. budgets are typically the first to get stripped in organisations, will we see PR evaluation and measurement become an even more crucial tool for reporting in this uncertain economic time? Will we increasingly use it as a means for us, as PR professionals, to justify our worth?
And as Graham White, MD of Ogilvy PR company, Howorth, and Tech PR Nibbles blogger put it nicely: “More than ever we need to be accountable and in a recession, PR has to be part of the effectiveness mindset.”
I’ll be interested to see if the big agencies create, brand, package and sell PR measurement methodologies unique to their businesses and to their clients. If PR agencies are not already using PR measurement as a fundamental tool for evaluation and follow-through on client campaigns and projects, surely it is something they will look to in the coming year.
Despite the importance of PR measurement in the uncertain time, I would have to agree with many wise people before my time that historically, PR measurement has been (and still is) elusive. The complexities of measuring PR are never black and white.
I am interested in your take on this topic? Will we iron out the problems we had historically had with PR measurement? Will evaluation become second nature for PR professionals in their daily work (if it isn’t already)? Will PR take a hit or rise in the economic downturn?
Ogilvy MediaXchange: Pitching the Right Reporter