the monthly newsletter for the Australian PR industry MARCH 2013 1. Fleishman‐Hillard campaign for Pistachio Growers account (pic, right: Emma Bennet, Kyra Washington, Chris Newman, Darya Gurinovich, Paris Searson) 2. Kabuku wins Sydney Fringe (pic below right: Lisa Barnes and Belinda Dyer) 3. BUPA launches the Health Blog Awards (icon, below left) 4. NSW Fire & Rescue’s Andy Parson’s proves value of in‐ house comms; (pic, below, centre)
Snippets UK: News Corp’s decision to hand over staff emails leads to arrest of 24 staff http://www.guardian.co.uk/media/2013/mar/07/rupert‐murdoch‐voiced‐doubts‐ sun?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+theguardian%2Fmedia%2Frss+%28Media%29 Facebook changes the news http://www.guardian.co.uk/technology/2013/mar/07/facebook‐overhauls‐news‐feed‐ ads?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+theguardian%2Fmedia%2Frss+%28Media%29 Ogilvy PR to look more like content marketing http://www.ogilvypr.com.au/news/ogilvy‐pr‐launches‐digital‐influence‐ offering‐todays‐b2b‐buyer‐journey/= Sarah Creelman joins The PR Group Pulse Communications has been appointed as UBank’s PR agency following a competitive three way pitch. Fuel Communications has been appointed as Mi9’s new Australian PR agency. Mi9 includes 80+ sites such as ninemsn, Nine News, Wide World of Sports, The FIX, The Australian Women’s Weekly, Grazia and Woman’s Day. The Mi9 communications team also look after Cudo, Microsoft Media Network, HWW and the Microsoft Advertising Exchange. Professional Public Relations (PPR) has appointed ex‐Vodafone and ING Direct social media practitioner Neil Collins to the role of National Social Media Director. Toshiba move their PR account to Howorth, leaving Fuel Parker & Partners, the public affairs arm of Ogilvy Public Relations Australia, has appointed Arli Miller to the role of Associate Director based in Sydney. Arli brings expertise from the healthcare industry, particularly with the pharmaceutical industry, health consumer groups, policy makers, peak bodies and advocacy groups. She is charged with providing strategic public affairs council to organisations across the spectrum of Australia’s health and pharmaceutical sectors. Parker & Partners has also boosted it’s Canberra team in the lead up to the September 14 Federal election with the appointment of Michael Hartmann in the newly created role of Director – Government Relations. NZ Govt spooks get in hot water http://torrentfreak.com/dotcom‐given‐green‐light‐to‐sue‐kiwi‐spies‐but‐evidence‐to‐be‐withheld‐130307/ Former Fairfax scribe laments: http://asiasentinel.com/index.php?option=com_content&task=view&id=5233&Itemid=214 Red Agency boss James Wright has been named a judge at this year’s Cannes Lions. Wright joins a record 14 judges on the Australian Cannes Lions jury panel and represents PR. Chia and Synnott launch new PR book: An Introduction to Public Relations and Communication Management 2nd edition by Oxford University Press The Conversation, started by former Age editor, Andrew Jaspan, is to open a UK office. UK: Minister and ex‐wife go to jail over perjury case, initiated following wife’s comment after he leaves wife for PR adviser. http://www.guardian.co.uk/politics/2013/mar/11/chris‐huhne‐news‐of‐ world?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+theguardian%2Fmedia%2Frss+%28Media% 29=
Account wins
Agent99 wins ForgetDinner.com.au Independent agency Agent99 Public Relations has won casual dating site ForgetDinner.com.au, described by the agency as ‘the first to hit our shores for people who don’t have any intention to get married.” Originally launched in the UK in 2007, the dating site was born from the realization that nearly every dating site on the market professed to find the love of their life for its members. Unapologetically proud to have never been responsible for a single wedding, the site has grown to be the UK’s leading casual dating destination with millions of members having joined from all over the world.
FH wins pistachio account Fleishman‐Hillard Australia (FH) has been appointed PR agency for the world’s largest grower and processor of almonds and pistachios, Paramount Farms, to drive awareness for its Wonderful Pistachios brand in Australia. FH has been tasked with establishing the Wonderful Pistachios brand in Australia through a targeted program of creative consumer and trade media relations, community engagement as well as social media. Paramount Farms further strengthens FH’s broad client portfolio that includes Philips, Chobani Greek Yogurt, British Airways and Lego Education.
KABUKU PR wins Sydney Fringe The largest independent arts festival in New South Wales, Sydney Fringe, has announced the appointment of Kabuku Public Relations (PR) to manage its public relations campaign for the 2013 festival. Kabuku PR specialises in publicity and promotions for the arts and entertainment industry with current clients including Sydney Comedy Festival, Opel Moonlight Cinema, IMAX Darling Harbour, Universal Sony Pictures Home Entertainment and Jurassic Lounge at the Australian Museum. The 4th annual Sydney Fringe will run from 7th‐29th September across multiple Sydney venues. The event will be open for applications from artists on 4th March, 2013, and more information can be found at 2013.sydneyfringe.com
Taurus wins three new accounts, appoints ex QBE MD in BD role Taurus is managing the PR for Mahjong Australia for the upcoming World Series of Mahjong Tournament 2013, to be held at The Star’s new state‐of‐the‐art Event Centre from June 2‐4, 2013. The world’s best Mahjong players will compete for a fantastic prize pool of $1 million. Taurus has signed two new clients in health ‐ Inovocare and Moran Healthcare. And helping every child 0‐12 to have a good start and have partnered with charity Good Beginnings to raise profile and PR the Great Tribal Chase on 5th May. Taurus has also appointed Raymond Jones ex QBE MD and former Taurus client in a business development role. Raymond’s corporate careers spans close to thirty years and he has built an extensive network that will further broaden Taurus exposure in the financial sector, and help Taurus move into new markets.
Write Away wins PR account for Attic Group Attic Group, providers of roof space conversions, skylights and storage solutions, has appointed Write Away Communication + Events as its public relations representative. Attic Group founder John Stewart first introduced the attic ladder to the Australian market in 1975. Since then, the company has “unlocked living potential” in more than 50,000 homes nationwide. As part of an initial six month program, Write Away will deliver a program of media activity targeting both the consumer as well as architecture and building trade media.
Project PR wins Goodness Superfoods Goodness Superfoods, the company responsible for partnering with the CSIRO and bringing BARLEYmax to consumers has appointed Project PR & Media as their retained public relations agency. Former ironman, Guy Leech, is the brand’s new ambassador. Green cleaning brand ENJO Australia has also appointed Project PR & Media as its retained agency as it looks to re‐establish itself as the country’s leading planet friendly cleaning brand. Founder, Barb de Corti believes the business still exists after 18 years, thanks to the strong messages behind it. Project PR launched in April 2012. The Melbourne based consultancy now has ten clients including The Good Guys, and shapewear brand created by star of The Real Housewives of New York City, Yummie Tummie. A Channel Seven News journalist for eight years, Alicia Hall (nee Grabowski) covered and produced countless national stories including the 2009 Black Saturday bushfires, sport, crime and politics.
Appointments
STARR PR appoints Cook as GM Boutique Sydney agency Starr Public Relations has restructured its team and appointed Jasmine Cook into the newly‐created role of general manager. Jasmine joined Starr Public Relations in 2009, where she worked across the agency’s travel and tourism business. She brings to her new role more than 10 years’ experience in journalism, publishing and communications. As general manager, Jasmine will lead Starr Public Relations’ day‐to‐day business operations and client management team, while providing direction across the agency’s lifestyle, travel and corporate accounts, including InterContinental Hotels Group, Holiday Inn Hotels & Resorts, InterContinental Hotels & Resorts, Crowne Plaza Hotels & Resorts and NSW National Parks and Wildlife Service.
Beyond The Square appoints Group Manager Sydney‐based PR agency, Beyond The Square Communication has appointed PR consultant, Joanne Clark as Group Manager for the agency’s Brand division. Joanne brings with her over thirteen years’ experience across the Australian and UK PR industries. She joins Beyond The Square from her last roles at Mark Communications where she was responsible for the integration of the PR division of BMF to the Photon network, and Hausmann where she was Group Account Director. At Beyond The Square, Joanne will be responsible for leading digital and PR strategies for the Brand division across Clients including, Ingham Enterprises, Queen Fine Foods, Anathoth and Aeroplane Jelly.
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Lawler replaces Rumsby as MD of Weber Shandwick in Australia http://www.bandt.com.au/news/pr/weber‐shandwick‐appoints‐new‐md‐ian‐rumsby‐takes‐ o?utm_source=SilverpopMailing&utm_medium=email&utm_campaign=BandT%20Newsletter%20‐%20send%20‐ %3E%2019/02/2013%201:41:24%20PM&utm_content=&spMailingID=5630883&spUserID=ODcwNDQzNzA5NAS2&spJobID= 66540349&spReportId=NjY1NDAzNDkS1
Stellar * Concepts appoints new staff Marketing communications and PR agency, Stellar* Concepts, has appointed , a full‐time Creative & Content Director to work across its entire client portfolio. Fresh off the boat from London, Henry Biggs has a background that encompasses PR; tabloid, broadsheet and online journalism; advertising and social media. Additionally, an internal appointment sees Hayley Cole promoted to Brand & Communications Director, a role that will see her develop and build Stellar’s strategic vision for its clients as second‐in‐command to managing director Victoria Tulloch. Strengthening the account team to allow Hayley to take up her new role is Sarah‐Jane Sherwood, a recent appointment who joins Stellar from an in‐house position at Westpac. Henry’s experience encompasses brands such as Jaguar, Land Rover, Porsche, Bentley, Mercedes‐Benz, Columbia Tri‐Star, Sony, Finlandia Vodka, Wines of Spain, Green & Black’s Chocolate and City University London. He has also worked as a journalist in both an online and print capacity with News International, Virgin Media, Lusso Magazine and MSN Cars, and Microsoft.
Articles
NSW Fire & Rescue create campaigns for YouTube and Facebook Retained (on‐call) firefighter recruitment throughout NSW was given a boost recently when Fire & Rescue NSW (FRNSW) Media released two 60‐second recruitment ads via YouTube, Twitter and Facebook. Produced entirely in‐ house, the ads are designed to attract retained firefighters in towns and regional centres throughout NSW, particularly in areas where it’s difficult to recruit by traditional means. “The ads were originally done as a light‐hearted challenge between me and one of the Assistant Commissioners,” said Andrew Parsons (pic, right), head of Fire & Rescue NSW (FRNSW) media, and creative behind the ads. “Having previously approached the market for other campaign work, the Assistant Commissioner had a good idea of costs involved for such a project and felt there wouldn’t be much change from $100,000. The challenge was to deliver a campaign and products for less than $10,000… challenge accepted.” Andrew is no stranger to setting up and using in‐house production capabilities and social media in government. The founding director behind the Federal Government’s Department of Immigration and Citizenship’s (DIAC) award winning production and communications team, Andrew moved to FRNSW in 2011 to head the service’s Media, Ministerial and Communications Unit (MMCU).
“The ads had to be real, visually appealing and demonstrate that being a retained firefighter also means you can have a ‘normal job’ – you just have to be prepared and ready to step up and help your community in an emergency,” said Andrew. Filmed over a day and a half on location in Jindabyne, at the foothills of the NSW ski fields, the ads feature real‐life retained firefighters Marty and Lucy. In the ads, both Marty and Lucy explain how rewarding and satisfying being a retained firefighter is, how they manage their professional lives to meet their commitments as retained firefighters, and the benefits of the training provided by FRNSW. “Production like this is made a little bit easier when you control the environment,” said Andrew. “We have fire trucks, firefighters and could call in some favours from off‐duty and retired local firefighters and families as extra cast.” “With the help of a car wreck, a powerful smoke machine and a retired firefighter’s house – plus some other locations – we replicated several scenarios.” Andrew wrote, produced, filmed and edited the final products. Both clips were released on FRNSW’s popular Facebook and Twitter platforms and are broadcast‐ready should the fire service decide to run the ads on TV. “We had to hire a TV camera and travel to Jindabyne – that was it,” said Andrew. “We were able to do the rest, including: radio ads, posters and a full media and communications plan.” Total cost to produce the final products, collateral, communications strategy and implementation – less than $7,000. Andrew attributes the real success of the campaign (10,000+ hits on Facebook and 2,000+ visits to the application web page) to: 100% support from the FRNSW executive, participation of staff and genuine interest in the great work being done by firefighters – retained and fulltime. You can view the videos here: 'Lucy' http://youtu.be/RtqRSIH5Gxs | 'Marty' http://youtu.be/SS5iVvKhMRI
Trust down across Australia, says Edelman PR Broken promises, a much publicised leadership ballot and continued speculation about a slowing economy in 2012 have led to a crisis of leadership in traditional authority figures, according to results from the 2013 Edelman Trust Barometer. This has resulted in declines in trust of all institutions (NGOs, business, media and government) and nearly all industry sectors, despite increases in trust globally. The global study of 31,000 participants in 26 markets, now in its 13th year, looks at levels of trust across the institutions of government, business, NGOs, and media. Globally, trust has improved across all four institutions; however, in Australia trust has declined across all four institutions. Additionally, trust is down or flat in all industry sectors with year‐over‐year data among the Australian general population; a reverse from the global trend. Globally the study found a 32‐point trust gap between the general public’s trust in business to do what is right and its faith in leaders of the business to tell the truth; the gap for government is 28 points. Among the Australian general public, 46 per cent do not trust business leaders to tell the truth, and only 32 per cent believe a CEO of a company is credible source of information. As Australia enters a federal election year, government leaders’ credibility is low among the general public, declining four percentage points over one year to 30 per cent. Additionally, only 32 per cent trust government leaders to tell the truth – down from 38 per cent last year – with over half (52%) blaming poor performance and incompetence as the primary reason for trusting government less over the past year.
Burson‐Marsteller launches $1.6 million CSR program Global PR agency Burson‐Marsteller Australia is celebrating the 60th anniversary of its founding in New York by pledging $1.6 million in consultancy time through a new global initiative called the Burson‐Marsteller Giving‐Back Service (GBS) Project. The B‐M GBS Project is a worldwide community service commitment involving the company’s 2,300 employees in 110 countries. B‐M is participating in the program and employees will have the flexibility to choose where to direct their efforts, either through pro bono communications services or the provision of ground support to the Australian charities and non‐ government organisations of their choosing.
Bupa launches Health Influencer Blog Awards Healthcare group Bupa has launched a search for the country’s most inspiring health blogs with the inaugural Bupa Health Influencer Blog Awards, with a prize of $5000. The awards, announced at the weekend’s Healthivate blogger conference in Sydney, encourage bloggers and their readers to nominate uplifting blogs in one of six categories: healthy lifestyle, health eating, family time, positive life change, personal development/self care, and social good. Bupa’s Media and Corporate Communications Manager, Matt Allison, said bloggers were increasingly influential in consumer health and wellbeing.
Sefiani expands into Queensland Sydney‐based public relations firm, Sefiani Communications Group, has opened an office in Brisbane’s CBD in Queen Street. The expansion comes in response to rapid client growth in Brisbane, particularly in the corporate, brand, professional services and investor relations sectors for clients including BDO, Chandler Macleod, St.George Bank and Vita Group. Dylan Malloch has relocated to Brisbane from Sefiani in Sydney to head up the Queen Street office. Malloch has previously worked in Brisbane and brings with him local market knowledge and national experience. [Editors note: Is PR work set to boom in Queensland? Is QLD the new PR agency paradise? Having downsized the payroll of the public service by 14,000 people, Queensland’s Premier may soon be selling off state owned assets and requiring Government service providers, such as in healthcare, to be openly contested; the winners? The big winners from all this kind of activity are PR agencies and lobbying firms. The pic below, a photo from the AFR newspaper, headlines the issues and firms involved; for a full article, please click on the link below.] http://www.smh.com.au/national/costello‐denies‐conflict‐of‐interest‐ 20130306‐2flrz.html
Social Callout grows; connects brands and bloggers Since launching three months ago, SocialCallout.com is continuing to transform the way that bloggers and businesses work together. With over a thousand active bloggers using the site, across a number of categories including food, fashion, beauty, travel, parenting and beverages: the revolutionary platform is connecting brands, agencies and businesses, with relevant social media influencers, saving time and encouraging ongoing relationships. “We have used SocialCallout.com for nine campaigns now. Each time we have been impressed with how easy it was to arrange a call out, and the quality of the bloggers who responded. By using the sites inbuilt targeting tools, we know relevant influencers are seeing our call outs, and only those with interest respond. It saves us so much time in contacting people who may not be suitable,” said Marisa, from Double Edge PR.
AlwaysOn kick‐starts Australian start‐ups Leading Silicon Valley investment and networking community AlwaysOn comes to Australian shores this April to fuel Australian start‐up growth and global investment Connecting Australia’s innovation community to investors and influencers, Silicon Valley’s leading startup network AlwaysOn announces the first AO Australia to its 2013 world tour on April 11 and 12. AlwaysOn’s goal is simple—to help innovative companies accelerate the pace at which they connect with top investors, partners and customers in the Global Silicon Valley. A trade mission that will see leading Silicon Valley entrepreneurs come to Australia to meet with local businesses will also support the event.
EWA promotes understanding of Workplace Gender Equality The role of women in the workplace has been on the national agenda for some years now, and gains traction all the time. With women being the majority in many sectors in the service based economy, such as law and PR, the issues surrounding women in the workplace, from misogyny to pay equality, are hotly debated. Tara Cheesman (pic, right), currently CEO of Executive Women Australia (and formerly of PRIA), explains the role of EWA in promoting understanding of gender issues in the workplace. 1. What led you to your current role as Executive Director of Executive Women Australia? I was working as a director of a corporate social responsibility company and it quickly became clear there was a need for practical help in increasing workplace diversity. I launched Executive Women Australia (EWA) which aims to create and improve pathways to executive positions for talented Australian women. 2. What challenges or issues have you faced in your career as a result of the glass ceiling or male‐dominated workplaces? I’ve had a number of talented and supportive bosses over the years, as well as some great male role models. While I’ve been relatively lucky, my experience with members is that the glass ceiling has hindered their career progression. Statistics around the issue are pretty confronting and back up what I’ve heard anecdotally. Recent Workplace Gender Equality Agency (WGEA) statistics outline that two‐thirds of ASX 500 companies have not had a female executive over the past two years.
3. The recent EWA survey found that 60 per cent of Australian business women consider male dominated referral networks to be one of the biggest barriers in their rise to executive roles ‐ why do you think this is and how can we combat this problem? The survey results reflect the actual numbers that can be revealed from ABS census data and summary figures from WGEA which are currently disappointing for executive women. For example, women only hold: • 141 executive ASX 500 line management roles vs. 2148 line management roles held by men • Two per cent of ASX 200 Chairman roles • Two per cent of ASX 200 CEO roles – 12 positions in total • Nine point two per cent of executive roles in the ASX 200 and ASX 500; and • Six per cent of ASX 500 line management positions The reality is that people stick with what they know. If someone is asked to refer a contact for an executive role, and most of these contacts are male, then the cycle will continue as it has. If we are to break this cycle, we need to do the following things: • Facilitate C‐level managers to network with executive women to ensure they’re included when sourcing referrals for senior positions • Publicly advertise all executive management roles, in order to broaden opportunities beyond those within a referral network. • Have senior HR personnel join relevant professional women’s networks to identify executive and pipeline talent • Set internal achievable targets for gender representation in senior management positions • Ask recruiters to source at least one female candidate for each executive management role • Even simple strategies such as, for instance, ensuring two women are present on every table at networking lunches will introduce more women into these circles. 4. The survey also found that only 1.5 per cent believe the Workplace Gender Equality Act will finally crack the glass ceiling‐ what do you think is the cause for this pessimism? How can both men and women work together to ensure this new act breaks through the glass ceiling? Executive women are hopeful, but not confident of the change that is intended to accompany the Workplace Gender Equality Act. A distinct lack of conscious strategies to incorporate executive women in the past means that many think that it will be somewhat of a toothless tiger. However, we have also found that 35% of our surveyed members think that the legislation is a step in the right direction. Most of our members believe that setting an internal target for gender representation is a vital initiative and can begin to deliver a concrete solution. 5. With female executive roles remaining below 10 per cent, how can executives, both male and female, bolster and support women in the executive suite? The implementation of the Workplace Gender Equality Act will lead the way but women will be bolstered by companies setting internal targets, facilitating c‐level networking, sponsoring female pipeline talent, and providing specific support from a senior decision maker to prepare them for future senior positions. Research from Catalyst, JB Were and Goldman Sachs has shown that many companies have profited from their inclusion of senior females, most recently higher performing hedge funds. 6. In the survey, 50 per cent of women attributed these consistent low numbers to ASX500 employers’ lack of experience with female executives and internal cultural problems‐ how can these issues be addressed and remedied? Companies need a HR plan to identify and rectify areas of resistance which may arise when a new senior woman is appointed. There are many government agencies and HR experts which specialise in the introduction of senior female management into new work environments that might be called upon. The Diversity Council and The Australian Human
Rights Commission are among the most popular. This potentially uncomfortable process is what many professional women perceive to be the real driver contributing to the lack of senior female employment. Openly discussing the likely changes, providing external support services and case studies for review prior to introducing the new senior personnel can help to manage the transition. The goal is for male and female executive staff to become the new business‐as‐usual. 7. How can executives initiate cultural change that encourages and supports female executives? Ultimately a company’s board needs to have a plan to become a diverse workplace. It needs to research the benefits (Catalyst reports are comprehensive), review comparative case studies (ASX CGC has excellent examples), set achievable gender targets and provide the relevant policy support for executive’s flexibility requirements and leave. Executives and pipeline staff can and should raise the benefits of having a diverse workplace at executive levels with their line managers and respective HR departments. However, for the glass ceiling to truly be broken, boards need to decide that they’re committed to appointing and retaining more executive women.
RepRisk INSIGHT's new edition launched Check out the latest on environmental, social and governance issues in supply chain. This issue addresses critical issues for the fashion and luxury supply chain industry including forced labor in the cotton sector, H&M's new evolutionary approach to water management and Marks and Spencer's greening of their Supply Chain. http://europe.nxtbook.com/nxteu/reprisk/insight_201303/index.php#/0
Palin launches online healthcare PR course A new online course that aims to improve practical skills and raise awareness of key challenges in healthcare PR has been launched in Australia. The course is comprised of 16 modules covering topics like healthcare media relations, medical issues management, stakeholder relations, social media strategy, PR evaluation and health‐related opinion leader management. Course convenor Martin Palin has combined his background in adult education (he has previously developed and presented educational modules for NSW TAFE teachers), his work in public sector health promotion and his experience in running specialist healthcare PR agency Palin Communications to build an accessible course with broad appeal. He says the course is designed to suit medical marketers looking to improve their PR knowledge, PR consultants in other specialties wanting to transition into healthcare, PR interns and new graduates with an interest in healthcare, public sector health promotion professionals and health sector professionals who want to know more about PR and how it works. “A wide range of healthcare staff are now asked to play an active role in PR and social media. So I think medical practice managers, pharmacy assistants, nurses, nutritionists and allied health professionals who are interested in PR ‐ or perhaps now responsible for it as part of their role ‐ could all benefit from the certificate course.” “Lots of medical marketers, students and health promotion people have asked me about a practical PR course that can help them do their job better or improve their career options. So I decided to put one together,” said Palin. The course costs $400+GST to enrol and gives students access to filmed introductory lectures for each module, reading lists, course notes, practical activities, writing tasks and multiple choice assessments for each subject. Successful candidates who satisfy the course requirements are issued with a formal certificate To find out more about the Certificate in Healthcare PR course visit www.CHPR.com.au
Technorati offer twitter chats The 2013 Technorati Digital Influence Report has revealed that blogs are the third most important digital service most likely to influence a purchase and Australian businesses and agencies are rapidly trying to move into this space. How can brands and agencies connect with the best influencers and what defines the "best influencers"? Brand Meets Blog hosts fortnightly twitter chats to allow brands and businesses to chat about the hot issues in blogging and blogger relations and we'd love you to join us. Upcoming dates are: Wed 20th March, 10am AEDT April 3rd, 10am AEST April 17th and each susequent fornight at 10am AEST More information about getting involved can be found here: What is #bmbchat
Editorial
Government communications: let comms staff do their jobs For years, MPs and Senators have complained about a lack of pro‐active communication from Government comms and PR people ‐ especially on the need to respond in a timely and relevant manner. When Government comms/PR people do pro‐ actively communicate, as in the case of DIAC’s Sandi Logan, who actively uses a Twitter account, demonstrating a positive approach to comms, he is criticized. So The PR Report ‘s message to all politicians, and in this particular case, Senator Hanson‐Young is: please let the comms/PR people do their jobs, and use all available media, which includes new micro‐blogging media platforms like Twitter. The Senator should be congratulating Sandi Logan for using Twitter – which is free – unlike some other media distribution services we could mention! Logan is saving the taxpayer money – where is this recognized? Logan is known for an instant response to media commentary on immigration issues, and will forcefully prosecute his Department’s case, and sometimes this embarrasses the odd journalist. This should not be cause for concern to Senator Hanson‐Young. Below is a transcript from Senate estimates from 11/2/2013: LEGAL AND CONSTITUTIONAL AFFAIRS LEGISLATION COMMITTEE: Senator HANSON‐YOUNG: Mr Bowels, who deals with complaints about media comments or inappropriate social media engagement in your department? Mr Bowles: It will depend on what it is, but it could be me or it could be Ms Cosson, or it could come directly to our National Communications Manager, Sandi Logan. Senator HANSON‐YOUNG: Since you have been on board, have you seen any complaints in relation to an engagement by your departmental staff concerning comments that they have made publicly? Mr Bowles: Yes, Senator. Senator HANSON‐YOUNG: How many of those would you have received?
Mr Bowles: I would have to take that on notice. I obviously do not get involved in every single thing that comes in, but I was aware of a number of complaints made around those issues. Senator HANSON‐YOUNG: Were they in relation to more traditional media engagement, or were they in relation to a social media, such as Twitter? Mr Bowles: I would say there is probably more in the Twitter world. It is just because of the new nature of it, I suppose, and everyone is still trying to catch up. Senator HANSON‐YOUNG: Is there a process that you go through to determine whether that complaint is serious enough and needs to be acted upon? Mr Bowles: Yes, there is. Senator HANSON‐YOUNG: Could you outline that for me. Mr Bowles: It goes to our conduct and values area, and if it is considered or deemed to be a serious issue it will be dealt with within our values and conduct area. Senator HANSON‐YOUNG: Could you take on notice for me how many complaints you have received and the nature of the media form that they were in. Mr Bowles: Yes. Senator HANSON‐YOUNG: From your recollections of those complaints—and if there is anybody else at the table that you need to refer to for this, please do—did they come from members of the public, other people within the department or, indeed, members of the media corps? Mr Bowles: I think we have probably seen it from almost all directions. Senator HANSON‐YOUNG: Did these complaints have a particular theme? Mr Bowles: It is hard to say. I can give a bit of a thematic, if you like. Again, I suppose the Twitter world has brought a new way for organisations to manage things. Some people agree with it; some people do not agree with it. I am not a Twitter user, so I am not a great expert in that space, I am afraid. But I do understand that it is the brave new world out there, with the Twitter spheres. Ultimately, I suppose, I am going to have to think about how I communicate with staff, because it is actually an important communication mechanism now. So I have had some conversations around those sorts of things internally and about how that might happen; but, broadly, someone is always going to disagree with a position put by the department, from time to time. We obviously have formal arrangements, and obviously you are aware of the Sandi Logan Twitter account. We also have a DIAC Twitter account, which is trying to streamline some of those things. Senator HANSON‐YOUNG: If there is a complaint about things that are written by your national communications officer, Sandi Logan, where do those complaints go to? Mr Bowles: Generally, it will be to me or Ms Cosson. Senator HANSON‐YOUNG: Mr Bowles, you would be aware of the article that is in the paper today in relation to an unfair dismissal case concerning one of your previous staff writing a blog— Mr Bowles: Yes, I am. Senator HANSON‐YOUNG: and then obviously that this particular article cites some of the more robust tweets that have come from Mr Logan in the past. Have you had to speak to your staff about this particular engagement?
Mr Bowles: About the one referred to in the media? Senator HANSON‐YOUNG: Yes. Mr Bowles: No, Senator. I do not want to go to the specifics of this case. It is actually in the Fair Work Commission tomorrow; hence, it gets a little bit of media attention today. I am not going to go to that specific issue. Obviously, in relation to Sandi Logan and the reference to him in that particular article, he is authorised by me to do things. Do I necessarily agree with every single thing he puts out? Probably not. But, as I said, I do not follow him per se, but I do follow more broadly what is actually happening out there. We will always have conversations around those sorts of issues, but that is as my role as secretary and not in any other form. He is authorised to do that. It is completely different for someone else not to. But I do not want to get into any particular details about that, as I said, because it is before the Fair Work Commission tomorrow. Senator HANSON‐YOUNG: Okay. I am happy not to talk about the unfair dismissal case itself, but I do want to ask you what you are going to do, if anything, in relation to the constant chatter on Twitter about Sandi Logan's aggressiveness on Twitter. Mr Bowles: I do not want to get into a conversation about individuals in my department and how they do that— Senator HANSON‐YOUNG: Mr Bowles, I would prefer that we did not have to get into discussions about individuals in the department either, but the point is that you have just cited two Twitter accounts that run formally out of your department— Mr Bowles: That is right. Senator HANSON‐YOUNG: and one of them is the Sandi Logan Twitter account, which is now in the paper. There has been lots of discussion on Twitter about the engagement with that account with individual members of the public, detainees, people in immigration detention centres and members in the media. It is now on the front page of the paper. It is your department; unfortunately, you are going to have to talk about it. Mr Bowles: I beg to disagree on some of those points, Senator, because Sandi Logan is authorised to tweet on behalf of the department. We will constantly have conversations about either the strength or otherwise of some of the comments. It is a normal process that we do. I do not have a problem with having conversations like that. I do not have a problem with the fact that we tweet on a regular basis around issues. As you would appreciate, we are an area which is very complex; it is also very contested in some spaces, which is not necessarily helpful for us trying to manage the department from time to time. Sandi will go out there and he will make commentary around that from time to time, if someone is actually pushing a line that is not correct. Everyone is going to come from a particular perspective on some of these things, from time to time. If people have a particular issue, they can raise it with me and I will deal with it in the normal way that we deal with these things. Senator HANSON‐YOUNG: Isn't it the responsibility of a public servant who is working within your department and is acting in that communication role to stick to what it is that the department does and not necessarily exert their own personal opinion on a particular issue? Mr Bowles: I am not sure that Mr Logan has actually put too much of his personal views out there. He does this on behalf of the department. If there is an issue that there is something personal about that, I am quite happy to have that referred to me and I will deal with it. Senator HANSON‐YOUNG: As you have said, you have had a number of those issues referred to you in the past. The social media protocols that were circulated back in May last year include, I think, quite a stock standard and reasonable understanding of what engagement on social media is all about. It says: … the same standards of conduct required by the Public Service Act 1999 that otherwise apply in a physical work environment. When there is a view that perhaps readers of Twitter or recipients of direct tweets from Sandi Logan are feeling that those tweets are aggressive, which is what was written in the paper this morning, surely that raises questions about what is appropriate in a physical work environment? Mr Bowles: If people have a problem with the behaviour of any of my staff, I would encourage them to actually put that to me and I will deal with that.
Senator HANSON‐YOUNG: Okay. Mr Bowles: In relation to the article, I said I do not want to go into that in any particular detail, but we have some person who is saying that, if it is okay for one, it is okay for them. One is authorised; one is not. That is all I want to say on that particular thing, because whether that is a reasonable view or not will play out in the Fair Work Commission tomorrow. Senator HANSON‐YOUNG: What is your view if those using official Twitter accounts are communicating on behalf of the department and not necessarily exerting their own opinion? Obviously, the department is also responsible for the overall view of the government of the day—and, in your case, the minister. Is there not another level of checking that needs to be in place? If tweets are coming out of your department, they do not just reflect your department's view; they also reflect the view of the minister. Mr Bowles: No, I do not agree with that. Senator HANSON‐YOUNG: How do you make sure that is not the case? Mr Bowles: Our job is to implement government policy of the day, and that changes from time to time—within a government, and in changes of governments all the time. Senator HANSON‐YOUNG: So it is not about the department's opinion, then, is it? Mr Bowles: Well, it is. It is about how the department operationalises current policy, policy that is before us. Senator HANSON‐YOUNG: So political debate would not really be acceptable, would it? Mr Bowles: No. Senator HANSON‐YOUNG: Okay. Thank you, Mr Bowles. I will leave it there for now, Chair.
Media news
Adele Horin launches blog reviewing older demographic New blog by former Fairfax journalist Adele Horin; Coming of Age, covers issues of aging: http://adelehorin.com.au
Media Stable goes from strength to strength Media Stable talent profiles are appearing in programs like ACA, TT, The Project, 3AW, The Age, SMH... to name a few. Media Stable have everyone from mountaineers to GPs, skin specialists, designers, and lawyers from all areas of law. The most popular profile has been the Family Law Lawyer with only a few spots left around the country. 95% of media that have signed up are extremely appreciative and enjoy using the directory according to Media Stable founder Nic Hayes. Commercial radio has been particularly welcoming of the concept as they tend to be more pro‐active to be a step ahead of their competitors and get new talent and experts to speak to. The Media Stable has been best used by in‐house PR teams who are looking for that extra support to get their message out. Media Stable only deal with quality stories for which the media have been very appreciative.
Looking for a PR agency
Not in Shops looking for PR agency From the client: “We are launching an online store www.notinshops.com.au selling thoughtful and distinctive children's products not readily available in mainstream shops. All products are dispatched directly to customers from the Australian designers and small businesses that create or acquire them, so we are effectively a marketing platform. Our shoppers will have the benefit of selecting from hundreds of our partners' products using one basket and checkout. The products we offer are selected by an application process so we only list the most individual and unique items. Many products are hand‐made, custom‐made and can be personalized. We have already recruited a selection of partners with fantastic products and the web site is currently under construction so we are searching for a PR agency to support our national launch and introduce our brand to our primary target market who are mothers of children aged 0‐12. National launch is planned from May/June 2013. Please contact Rachel at info@notinshops.com.au for more information”
Advert: Circle Friday April 19 in your calendars as the Public Relations Institute of Australia’s New & Emerging Practitioners Group (NEPG) bring you their signature event for the year – Pitch Predict Succeed. This very affordable half day conference is designed to up‐skill and develop your day‐to‐day industry knowledge, providing you with priceless insights and expertise from our carefully chosen sessions and speakers. The NEPG are very excited to bring you an impressive line up of speakers across three sessions: Perfect Pitch Many new practitioners ‘hit the phones’ early in their career, without a clear understanding of what a journalist needs. This session gives you the opportunity to engage directly with journalists in an open forum about their needs, including deadline pressures, news cycles and how you can mutually benefit each other. Speakers for session one include; Chris Urquhart – Reporter for Mornings at 9, Wade Laube – former Photographic Editor for the SMH. Managing Up Our Managing Up session will give you insights on how to manage challenging clients and how to stay ahead of the pack in the PR industry. This session will also take you through each speaker’s personal journey on their way to the top and how they stay motivated. Speakers for session two include; Amanda Little – Principal at Intermedia Consulting, Michael Pooley – General Manager at Professional Public Relations. Social Media Trends Experts in digital and social media will talk on this topic by providing case study examples and future forecasts. This discussion will provide you with professional tools in social media, ensuring you are ready to manage and coordinate strategy for your next client campaign. Speakers for session three include; Neil Collins ‐ National Director, Social Media, Professional Public Relations, Craig Wilson – Managing Director Sticky Ads. We’d love to see you at this event! To register go to: http://www.pria.com.au/events/event/pitch‐predict‐succeed
Tony Blair’s Faith Foundation looks for new Head of Comms http://www.tonyblairfaithfoundation.org/page/recruitment
Job of the Month
Senior Account Director, Corporate MELBOURNE, $120k‐ $130k Negotiable Package This very highly regarded, awarded and exceptionally well run Melbourne consultancy is looking to appoint a senior practitioner further strengthen its offer in the corporate comms/issues and reputation management space. You will have a proven track record of proving senior counsel and insights at the highest level and sound ability to strategically navigate difficult and challenging issues, crisis and or change management programs. You thrive on challenging and complex subject matter and have diverse industry knowledge and experience. You should have strong and proven consultancy experience.
For more information regarding this role contact: Jeremy Wrench at Capstone Hill Search, Sydney on (02) 8249 4636 or email: jobs@capstonehillsearch.com To learn more about similar roles or about Capstone Hill Search go to: W: www.capstonehillsearch.com Twitter: @prjobsaust
SYDNEY / MELBOURNE / LONDON Capstone Hill Search (CHS) provides specialist recruitment services to the Public Relations, Corporate Affairs and Marketing Communications industry. CHS is led by Jeremy Wrench, MPRIA, and guided by his 16 years of experience in international PR consulting and senior management. With offices in Sydney, Melbourne and London, and covering roles across Europe and Asia, CHS takes a truly international approach and utilises decades of practical experience to successfully provide guidance to, search for, select and appoint high quality practitioners with first class clients. Below are a few of the roles we have currently available:
SYDNEY ROLES: Account Manager/Senior Account Manager ‐ B2B, SYDNEY, $55k‐70k Our client, a growing, boutique Sydney consultancy, requires a new AM/SAM to join its impressive B2B team. The agency is very well established and highly regarded by the media and clients alike and has first class systems & processes, and an impressive track record in people development and training. Account Executive/Senior Account Executive, B2B, SYDNEY, $35‐45k This very highly regarded, strategic and boutique Sydney consultancy is looking to appoint an AE/SAE to further strengthen its already impressive and very stable/happy team. If you have 1‐2 years experience and proven results in creatively finding news angles in the B2B space, then this role is for you. Account Manager, Consumer/food/lifestyle ‐ SYDNEY, $60/65k+ As one of Sydney’s best performing agencies with a brilliant and very happy culture, this lovely independent consultancy requires an AM with experience and confidence to work on a diverse and highly creative campaign/client portfolio. Experience within food and/or general lifestyle would be advantageous. Account Director, Consumer, SYDNEY, $90k ‐ $120k This very well respected and ground breaking independent consultancy requires an experienced and capable consumer Account Director to support an outstanding team and exciting client list, working on highly creative, diverse and intelligent campaigns. You should have strong consumer/lifestyle/healthcare agency experience and a highly engaging approach. Account Director, Consumer, SYDNEY, $85‐$100k Well‐known, high profile agency with a stellar list of consumer clients is looking for a creative Account Director.If you are an experienced SAM looking for your next step up or if you are already an Account Director looking for a great career move, then this might be the job for you.
MELBOURNE ROLES: Account Executive ‐ (B2B) ‐ Melbourne, $55k This is an ideal opportunity for a high performing Account Executive looking to further build on their corporate & b2b client experience and seeking an opportunity learn from highly experience colleagues within highly supportive team environment. You have strong organisational, client relationship, research and analytical skills. You also have strong understanding and experience in social media, a natural interest in commerce and public affairs and have a mature approach. PR Account Manager/ Senior Account Manager ‐ (Corporate) – MELBOURNE $75k+ An outstanding opportunity for a proven and experienced Senior Account Manager with one of Melbourne's fastest growing PR consultancies. This is a tremendous opportunity to join a social, successful and strategically competent consultancy with specific expertise and outstanding clients in the corporate, technology and professional service and retail sectors. Proven consultancy experience required. Ideal for a SAM wanting to step up! Account Director (Consumer), MELBOURNE, $90 ‐ 100k+ This rapidly growing national consultancy group is looking to add senior resource to help support its client list that boasts an attractive list of major lifestyle brands. A confident team leader and senior pair of hands, you also have proven ability to advise diverse and/or large organisations. An interest or flair for business development would be advantageous but not a pre‐requisite. Interest and/or experience in high profile brands preferred.
INTERNATIONAL ROLES We currently have numerous roles in: • New York • London • Hong Kong • Singapore • Zurich Go to http://capstonehillsearch.com/roles to find out more. CONTACT US: E: Amanda@capstonehillsearch.com (Sydney) / Jeremy@capstonehillsearch.com (Melbourne and international) T: Melbourne: +61 (0) 3 9827 7277 / Sydney +61 (0) 2 8035 3429/ London: +44 (0) 20 7182 4210 Twitter: @capstonehill London Sydney Melbourne Level 4, 63 Foveaux Street 35/209 Toorak Rd 33 Cavendish Square South Yarra Surry Hills London, Victoria NSW W1G 0PW 3141 2010
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Ike Levick 0405 218 626 ilevick@saltshein.com.au
“I was impressed with the help I received from Salt & Shein. I felt positive that my best interests were at heart … I had someone friendly to advise me through the daunting process of job hunting … and secured an ideal job through them …” “Their service is honest, fast, and on-brief every time ... They know our company culture well and take the time to fully understand our requirements … Plus, they’re just straight up nice people to work with.”
Account Director – B2B/B2C Technology This is a newly created role for a rapidly expanding tech PR agency The team is bright, the culture ideas-driven; and personal passions are encouraged You will be expected to account manage the junior team and line manage at least one person Your ability to think, strategise and provide direction is important Local market and media landscape knowledge is ESSENTIAL You must have at least five years’ agency experience The agency prides itself on regular training, knowledge sharing and career development for all its people. Account Manager and above – Consumer / Corporate This great independent PR agency continues to win more business and is looking for exceptional generalists If you have at least three years’++ experience and are open to working on both corporate and consumer clients, this is a great opportunity If you are naturally proactive and love telling stories, this would be a great environment for you Local market knowledge is essential. Senior Account Manager – Professional Services This award-winning, very well established corporate PR agency is seeking a well-established SAM with professional services experience The emphasis of the role is on media relations, smart thinking and writing quite technical content for a range of prof services clients This agency suits people who prefer working in a corporate, fastpaced environment with very high standards. Partner – Corporate This is a great opportunity to join a reputable agency at a very senior level, working with peers to continue growth You must have at least 12 years’ experience and be passionate about effecting change in the corporate and public affairs PR space An opportunity for equity exists down the line. Senior Account Managers and above – Consumer This agency is looking for impressive, slightly more ‘serious’ consumer PR consultants Local understanding of the media landscape and being able to change perceptions of brands is very important Selling in stories to a range of media is also critical to this role If you would like to work mostly on one major client, this is ideal.
Level 3, 20 Bond Street, Sydney www.saltshein.com.au
Senior Account Manager – Beverages This fab consumer lifestyle agency is looking for someone who gets Australian consumers and the role of alcohol in our lifestyles Your passion for consumers and ability to reach them in fun and creative ways will drive your success Strong media relations, social media, writing and event management skills are desired.
Late News:
Recognition PR wins PageUp People PR account Recognition PR has won the PR account of PageUp People, a leading provider of talent management software and solutions, for ongoing public relations activities in Australia. PageUp People helps multinational companies align their HR to execute corporate strategy across borders, business units, cultures and languages. The PageUp People SaaS‐delivered solution unifies recruiting, performance management, compensation, training and development, career planning, succession management and workforce analytics to help global employers overcome the talent management challenges that are inherent to operating across multiple geographies. Recognition PR will provide public relations services to increase PageUp People’s profile as a leading human resources software and consultancy firm in Australia. Recognition is an Australian‐owned IT and corporate specialist public relations firm with more than 27 years’ experience. Recognition’s clients include ExactTarget, BAE Systems Detica, Red Hat Pitney Bowes Software, Dell Software and RSM Bird Cameron
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