the monthly newsletter for the Australian PR industry May 2012 1.
Liquid Ideas hires’ former Ogilvy USA chief, Samantha Allen (pic right: founder Stuart Gregor with Samantha Allen)
2.
Jules Brooke and Simone Heydon, founders of Handle Your Own PR (pic below right) open UK office
3.
Anne Costello (pic, below left), head of TEXT100 Asia Pacific calls for PR to be a direct report to the CEO
4.
PR jobs growth +20% in past 5 years says EMDA
5.
Jo Cross (pic, below centre) new Head of PR for branded content & PR agency, evolution media
7000+ subscribers: 50% are in‐house : 50% are PR agencies
Australian PR industry now numbers 21,500 practitioners
The number of PR practitioners in Australia is now 21,500 according to Melbourne based research firm Economic and Market Development Advisors. In addition, the number of PR practitioners will soon equal the number of journalists. 2007 # of PR people
18,000
2012
21,500
Change +20%
0% # of Journalists 22,750 22,750 Whilst the PR industry has grown nearly 20% over the past five years, Journalist numbers have remained static. Whilst revenue and profits at newspapers in the USA and Europe is in free fall, and so too are the number of jobs; this is not so for Australia. Despite the decline in the rest of the world, the number of Journalist jobs remains steady in Australia; why? According to Michael Emerson, Managing Director, of EMDA: “I think there are a couple of explanations; one is that the major media outlets are using contractors – sometimes even the same people who used to be on the payroll. The other is the growth in on‐line publications – so there has been some compensating growth there as well.”
Consumer PR agencies may split from PRIA by end of year Liquid Ideas MD, Stuart Gregor, has called on all consumer PR agencies to join a break‐away group of consumer PR agencies and transfer away from PRIA to the Communications Council. Gregor believes the Communications Council would offer consumer PR agencies a bigger voice and better service than the PRIA. According to Gregor, the issues consumer PR agencies still need to agree with the Communications Council include: fee structure, obligations of PR agencies, committee structure and, perhaps most importantly, what Gregor calls the need “to ensure we have a strong voice.”
Snippets Former head of Frank PR, Myfanwy McGregor, has joined new consumer PR agency; Adhesive PR. Macquarie Radio will launch a service aimed at mining communities FMCG brands most engaged on Facebook: Social media agency Online Circle has analysed the top 250 brand pages to uncover the most successful Australian brands on Facebook. FOX Sports is moving from Pyrmont to Gore Hill (the old ABC HQ, now renovated, next to the big TV tower) Richard Liistro is the new GM at Pesel & Carr The Australian Rugby Union has engaged Australian online event management platform Floktu for their Rugby Sevens events for 2012 as well as their full calendar for 2013 and 2014, including all at‐game events and ARU official functions. Murdoch at Leveson enquiry 25/4/2012: “If anyone wants to know my opinion, they can read the editorial of The Sun”
Tourism Australia launches campaign in China – refer to trend #2 in 2012 Top Trends report http://www.sbs.com.au/podcasts/Podcasts/radionews/episode/212683/New‐tourism‐campaign‐launch‐in‐China Lawyers at 10 paces: Connolly and Textor go to court over Textor’s Tweet http://www.dailytelegraph.com.au/news/sydney‐news/defamation‐claim‐dropped‐against‐mark‐textor/story‐fn7y9brv‐ 1226348758089?from=public_rss Text100 Australia wins Choosi and Media Access Australia Ex News of the World reporter says Murdoch owned paper tried to manipulate events: http://www.pressgazette.co.uk/story.asp?sectioncode=1&storycode=49287&c=1 UK: Lord Mandelson in transparency scandal over his PR firm's clients; WPP part owns Mandelson’s consultancy (WPP also owns H+K, B‐M in Australia) http://www.ft.com/cms/s/0/5899ab7c‐4b49‐11e1‐88a3‐00144feabdc0.html#axzz1udjESWV7
Agency news
New agency launches: PROJECT PR PR and media relations agency, Project PR, has launched with the bold claim that the agency’s launch is “in response to claims from the media about the lack of quality agencies that understand their needs.” The Melbourne based consultancy is opening its doors with two foundation clients, mobile app developer, b2cloud and new Human Resources marketplace website, FIFObids. Project PR’s founders are Lainie Blusztein (on left) and Alicia Grabowski (right) A Channel Seven News journalist for eight years, Alicia Grabowski covered and produced numerous national stories including the 2009 Black Saturday bushfires, sport, crime and politics. Alicia is also a professional media trainer who creates tailored sessions to suit a variety of individuals needs. Lainie Blusztein brings years of industry experience working on both sides of the PR fence. She has spent the majority of her career executing campaigns within well‐known agencies. The agency offers media training and will service lifestyle, technology, sport and fashion brands. Contact www.projectpr.com.au
Keep Left launches Social Change division Keep Left has established a Social Change practice to support its portfolio of government and not‐for‐profit clients. The new division will be headed by CEO Caroline Siler in an acting capacity and include a team of four consultants. Key clients include St John Ambulance Victoria, Speech Pathology Australia, NSW Health, Channel 31, Alcoholics Anonymous and WorkSafe Victoria. As part of the restructure Tara Poole has been promoted to the role of General Manager and Rebecca Stalker has been appointed Head of Digital PR. Plans are in place to recruit a Head of Social Change later this year. Keep Left is currently a team of 15 consultants based in Melbourne. Other key clients on the commercial side of the business include Bakers Delight, Fonterra, STIHL, Sonos, Lord of the Fries, hockingstuart and Realestateview.
Currie to lead global network Melbourne agency Currie Communications was one of 45 members of the Public Relations Global Network (PRGN) that gathered in Cape Town, South Africa, to celebrate the Network’s 20th anniversary and build a house for an impoverished family. Currie will lead the network for 2012.
Publicity Queen turns 10 Brisbane based PR agency, Publicity Queen, turns ten years old this month. Founder and CEO Sally Romano (photo, right) is pictured with some of the front pages she has achieved for clients over the years.
Account wins
AGENT99 wins finder.com.au Agent99 Public Relations has won the PR account for Finder.com.au. Finder.com.au allows users to compare and apply online at any time for life insurance, home loans, personal loans, savings accounts, mobile phones, investment options and credit cards. The website operates online financial comparison sites including CreditCardFinder.com.au, PersonalLoanFinder.com.au, SavingsAccountFinder.com.au, LifeInsuranceFinder.com.au and HomeLoanFinder.com.au. Agent99 will develop and implement a PR campaign to drive awareness and traffic to CreditCardFinder.com.au. CreditCardFinder.com.au is a free service for comparing credit cards offered by banks and credit unions in Australia.
Click PR wins 99Dresses, hires new staff Click PR have won the 99Dresses.com PR account. 99Dresses, founded by entrepreneur Nikki Durkin, is a new way for women to share their clothes online, creating an “infinite wardrobe”. Rob Langford has joined Click PR as Senior Media Strategist, coming from PPR. Having worked on big corporate accounts like MasterCard, Microsoft, Randstad and most recently the Australian Year of the Farmer 2012 campaign. Click have also hired Povel Torudd and Marija Bijelic; Marija is managing social media campaigns, product review programs, media relations, and speaking engagements across several clients. “We’re going from strength to strength as we solidify our position as the go‐to agency for entrepreneurs, disrupters and challenger brands,” said Vuki Vujasinovic
Haystac wins Sanofi Consumer Healthcare PR account Following a two‐stage competitive pitch Haystac’s Health division was appointed as Sanofi Consumer Healthcare’s agency of record, to handle all PR needs across their core brands including Nature’s Own, Bio‐Organics, Cenovis, Ostelin and Betadine. The client team will consist of consultants from Haystac’s three Australian markets ‐ Sydney, Brisbane and Melbourne ‐ and include the additional support of Haystac’s Digital and Social Media Unit. Haystac launched its Brisbane office in October 2011, in addition to its presence in Sydney, Melbourne, Auckland and Singapore.
GMR Marketing win Cape Mentelle account Cape Mentelle, owned by Louis Vuitton Moet Hennessy (LVMH), have appointed GMR Marketing as their marketing communication agency to implement three programs throughout 2012. GMR Marketing will work across numerous activities for world class Margaret River based winery, Cape Mentelle. The engagement executions include Movies In The Vineyard and the renowned Cape Mentelle International Cabernet Tasting event. GMR specialises in using engagement communications channels, namely partnership consulting and engagement (across sport, entertainment, music), digital engagement (content, social media, web and mobile marketing) and live engagement (activation, events, exhibitions, launches, roadshows). GMR Marketing has 26 offices in 14 countries. GMR Marketing Australia current clients include Procter & Gamble ANZ Corporate, Gillette, Pantene, Head & Shoulders, Suncorp Bank, Suncorp Insurance, GIO Insurance, Virgin Australia, Sony Electronics Asia Pacific, Adobe and LVMH.
MAGNUM PR wins MAD MEX account Food retailer Mad Mex has appointed Magnum PR on a retained basis to manage the ongoing PR for the brand, kicking‐off with the Big Burrito campaign in May, 2012. Magnum PR jumped on the Sacha Baron Cohen PR juggernaut by staging an imposter stunt for their client Mad Mex at the client’s restaurant in Darlinghurst. A hired actor took on the guise of Sacha’s newest alter ego, Admiral General Aladeen, who features in his latest movie ‘The Dictator’. The lookalike rocked up in a slick black BMW and created disruption on Crown Street when he entered the Mad Mex restaurant with patrons and media flocking to the superstar to get a glimpse of the action.
PR Shop picks up events Following the success of Fine Food Queensland and the Fine Food shows across NZ, the pr shop is once again representing Fine Food in Melbourne. the pr shop's Sydney office will also manage the PR for the inaugural lunch! event in Sydney on behalf of Diversified Foods Australia.
Ruby PR wins 2 clients, appoints GM Ruby Public Relations has been appointed to manage on going publicity for national child protection charity Bravehearts. Brisbane based Hynes Lawyers has appointed Ruby Public Relations to raise the profile of the boutique firm. With seven partners and 40 lawyers, the firm specialises in the growth industries of resources, technology, aged care and strata communities. Ruby Public Relations has been re‐appointed to handle all media relations for the annual Surfers Paradise Festival. Now in its third year, the festival celebrates music, art, food and entertainment and is expected to attract over 120,000 people this year. Ruby Public Relations has appointed Lucy Fisher (photo, right) as General Manager. She has joined the boutique agency after spending seven years in London based PR agencies managing a diverse range of clients which included British Telecom, Madame Tussauds, SeaWorld (US) and Bombay Sapphire. Fisher will work with Ruby PR director Naomi Spies to help grow the business and manage clients.
3 Degrees Marketing wins Mars Petcare PR project Melbourne‐based 3 Degrees Marketing has been appointed as the public relations agency for a new product launch for Mars Petcare, one of the world’s leading manufacturers of petcare products. 3 Degrees Marketing has been engaged to drive communications activities for Mars Petcare’s launch of the Mixed Breed Identification DNA Test. The new technology, which identifies the genetic make‐up of mixed breed dogs and determines their lineage, will be available nationally from veterinary practices from June 1st. The scope of 3 Degrees’ involvement will encompass comprehensive media relations, celebrity and ambassador programs, and other communications services. Photo, right: 3 Degrees Managing Director David Abela with his dog Mila (a mixed‐breed that has been tested with Mars Petcare's new product as described above).
Traffik wins Samsung experiential account Samsung have appointed Traffik Marketing, Australia’s leading experiential agency, as their agency to implement two multi‐ million dollar roadshows throughout 2012. Traffik Marketing launched the Samsung GALAXY Note tour at the Sydney Royal Easter Show (pic, right) on April 5, taking home the gold award for the ‘Home, Garden and Lifestyle Arena’ and also the overall ‘Best In Show’ activation. The award‐winning‐ activation will travel around the country to over 40 in‐mall and airport locations. The Samsung Smart TV consumer engagement roadshow launches in May and will travel to 50 locations nationally across five months
Appointments
Cannings Purple appoints Jordan to Senior Advisor role West Australian corporate communication and investor relations firm Cannings Purple Communications has announced the appointment of Ray Jordan (pic, right) to the role of senior advisor in its Perth‐based team. Jordan brings more than 35 years’ experience in corporate communications and media to the role, will specialise in the financial services sector. Jordan joined BankWest after a period as a consultant prior to its sale to Bank of Scotland and assumed the role of Head of Corporate Affairs before being appointed Head of Corporate Affairs for HBOSA, the merged entity of the parent company’s Australian operations. At BankWest, Jordan was directly involved in all communications aspects surrounding the public share float and eventual listing in 1996 following its initial sale to Bank of Scotland. In 2003 he managed the communications during the Scheme of Arrangement through which BankWest’s minority shareholding was acquired by its then parent HBOSplc. At HBOSA, he directed corporate affairs for the integrated group across Australia, with particularly accountability for strategic direction, media relations, government relations, internal communications, senior executive corporate counsel, issues management and the charitable foundation. Jordan is also a leading commentator on wine through his columns in The West Australian and has structured his position at Cannings Purple to enable him to continue with that role.
H+K appoints Read to health division Hill+Knowlton Strategies has appointed Angela Read (pic, right) as account director to its health practice. Read has five years health experience in Australia and an additional five years consumer and lifestyle experience from the UK. Read will support Melissa Chlad, Health practice director, and other specialists on a portfolio of clients. Prior to joining H+K Strategies, Read held the position of Senior Account Manager at Fleishman‐Hillard’s Sydney office, where she was responsible for developing and implementing communication programs for a number of clients including Cook Medical Australia, Philips Healthcare and Millennium Pharmaceuticals. Read’s Australian agency background includes: Reed Weir Communications and Porter Novelli where she worked with some of the major health and pharmaceutical companies including AstraZeneca, Roche, Eli Lilly, Sanofi Aventis, GlaxoSmithKline and Johnson & Johnson Medical. Read began her PR career at L’Oreal UK Ltd in London where she worked for five years on international beauty brands. She holds a Bachelor of Arts in Public Relations from Bournemouth University, UK.
evolution media group appoints Cross as Head of PR evolution media group (evolution) continues its expansion with the appointment of Jo Cross as Head of PR. Jo joins evolution with over 10 years of corporate, finance and issues communications experience. As Head of PR, Cross is responsible for account direction and management, strategy development and media relations for evolution’s suite of financial services clients: Aon, Bennelong Funds Management, GMO, Local Government Super and MLC. In addition, Cross oversees the PR strategy of the group’s growing Content division, which includes evoTV’s (an evolution media group owned company) growing franchises – ‘No More Practice’, ‘The Naked CEO’ and ‘The Bottom Line.
Liquid Ideas’ hires Samantha Allen as Agency Director Allen is one of the most senior public relations professionals in Australia, having spent eight years as Founder and Managing Director of Pulse Communications (part of the Ogilvy worldwide group) leading to a just completed two year stint as Managing Director, Global Consumer Marketing at Ogilvy Public Relations Worldwide, based in New York. Allen will lead LI’s account management, strategy and digital teams on a day to day basis as well as being responsible for new business development. Liquid Ideas currently employs 30 full‐time staff with a client roster that includes Carlton & United Brewers, Kellogg’s, Singapore Airlines, Westfield Sydney, Treasury Wine Estates, Wine Australia, DeLonghi , Crust Pizza, Oceania Cruises and Dimmi. Allen led Pulse undertaking world class work on Vodafone, Microsoft, Tourism Australia, CUB and Kraft. While based in New York she directed consumer campaigns for Guinness, Ford and BP's sponsorship of London 2012.
Ogilvy Impact hires Beckerleg and Helliwell to replace Sandeman Ogilvy Impact, the employee and change communication arm of Ogilvy PR, has appointed Mike Beckerleg and Lorie Helliwell as joint Managing Directors (pic, right). Beckerleg and Helliwell replace Tam Sandeman who has decided to return to the UK after eight years with Ogilvy Public Relations Group of Companies, (Pulse and Ogilvy Impact). Beckerleg brings 25 years’ experience on both the client and agency sides. He has overseen the brand, marketing and corporate communications divisions of such blue chip companies as Sony, Vodafone and Seiko and spent several years running one of Australia’s largest advertising accounts. Helliwell has experience in employee communications and prior to joining Ogilvy Impact in Australia, lead in‐house functions for large organisations such as BT, Telewest and Trinity Procurement, an SAB Miller company. Ogilvy Impact is part of Ogilvy PR Australia, a joint venture between Ogilvy PR Worldwide and ASX listed STW Group.
Ogilvy Earth appoints Ure as MD OgilvyEarth, Ogilvy PR Australia’s sustainability communication practice, has appointed Andrew Ure, former Director, International Forest Carbon, Department of Climate Change and Energy Efficiency, as its new Managing Director. Andrew replaces Sarah Cruickshank who is leaving Ogilvy Public Relations after ten years to take up an Assistant Secretary role in the Department of Climate Change and Energy Efficiency.
The PR Shop appoints Politzer as GM NZ Trans‐Tasman boutique PR agency the pr shop added Amanda Politzer to the team. Politzer is the Group Account Director in the Auckland office. Formerly occupying senior positions at some of the UK's top PR agencies, Politzer brings 15 years of PR and communications experience to the pr shop after emmigrating to New Zealand from England last year.
Weber Shandwick appoints Patel‐Zinzuwadia to head Technology Practice in Asia Pac Weber Shandwick has appointed Barkha Patel‐Zinzuwadia to be regional head of technology and senior vice president. She reports to Baxter Jolly, vice chairman, Asia Pacific. The new appointment brings Patel‐Zinzuwadia back to Singapore, where she first joined Weber Shandwick in 2002. Most recently she served as general manager of Weber Shandwick in Thailand. Her new role also includes oversight of network clients in India.
Aussie DIY PR business launches in USA & UK Australian DIY PR company, Handle Your Own PR, has begun operating in the UK. The company began in Australia three years ago and has been helping small business owners to generate publicity, without the use of a PR agency, ever since. It opened an office in the US in 2010, which makes the UK the third country the business now operates in. The expansion is not just great for the Handle Your Own PR team, but can benefit users of the service in all three countries. The three sites (www.handleyourownpr.com.au, www.handleyourownpr.com and www.handleyourownpr.co.uk) are cross selling media lists.
Campaigns
H+K hire the Commando for Subway stunt Hill+Knowlton Strategies coordinated an outdoor bootcamp for some ‘lucky’ competition winners, hosted by the ‘No excuses’ star of The Biggest Loser, Commando. Recruited by Subway Restaurants to promote their healthier lower fat offerings, Commando pushed the competition winners in a grueling two hour workout. H+K’s use of social media (video footage from the day) http://vimeo.com/channels/goodwork Photo: H+K’s Pip Thomas with the Commando
B‐M manage PR for Canadian Club campaign Burson‐Marsteller managed the PR for client, Canadian Club, a spirits and pre‐mixed alcohol drink, with it’s cheeky “Over Beer?” campaign parodying beer guzzling Australians, who are dubbed Beer Fairies. B‐M also point out that UK actor and writer of Monty Python and Fawlty Towers, 65 year old John Cleese, who features as voiceover talent in the TVC, creates further talkability. The campaign taps into the long term trend showing that beer consumption in Australia is in decline. Canadian Club Australia’s Facebook page will house a promotion with $100,000 worth of prizes. The Canadian Clubhouse promotional team will take to on and off‐premise locations with iPads, inviting patrons to “Join the Hunt”, leveraging the Beer Fairies campaign through as many consumer facing channels as possible.
One giant leap for branded content evoTV launch program with Neil Armstrong evoTV, part of evolution media group, launched An Audience with Neil Armstrong (a special edition of evoTV’s The Bottom Line) on www.cpaaustralia.com.au/thebottomline In the wake of NASA’s decision to end the space shuttle program, Alex Malley, series host and CPA Australia CEO, interviews Commander Armstrong about his early life, the lunar landing and his current position on the policy direction of the space agency. New episodes will screen weekly, revealing Commander Armstrong’s story of collective courage, leadership and tremendous risk. The partnership between CPA Australia and evolution media group (owner of evoTV) has evolved over two years into a joint venture united by a vision to create meaningful content for and about the business and finance industry. Vanessa Stoykov, series creator and evolution CEO, said: “I believe the type of branded content we’re creating will take people by surprise. This is broadcast quality content that speaks to directly to a professional audience, yet it also has such mainstream appeal. It is not product placement or advertising. We maintain editorial integrity but is actively brand funded and supported.”
UN launches website for media outreach The UN Alliance of Civilizations' Global Experts, an online database of over 400 worldwide leading experts for journalists, now offers a range of new services, including a more refined search tool of experts and a new and more interactive interface for applications and articles submissions. Among the new features: • New Experts Database, where journalists can find world‐leading analysts on everything from human rights issues and war & conflict to religion • Interactive Featured Experts, where some of the 400 experts are displayed in motion on the homepage • Submit an Article, where Global Experts and guest experts can submit articles online that are then syndicated to newspapers around the world • Become an Expert, where individuals can submit their application online to become a Global Expert
Maverick PR use NY graffiti artist for Fashion Week events Maverick PR was tasked by client Maybelline NY with leveraging Maybelline NY’s sponsorship of Mercedes‐Benz Fashion Week Australia (MBFWA) 2012, and brought New York street graffiti artist Craig Costello (aka KR) to Australia, to create a number of art installations and events. Embodying Maybelline NY’s ‘Catwalk to Sidewalk’ mantra, Maverick hired KR to create a series (6) of live 3D art installations.
Opinion & Articles
UK: Emails from News Corp’s Head of PR lead to resignation of Ministerial adviser Background: News Corp in UK owns key newspapers such as The Sun and The Times, and part of a pay TV network, called BSkyB; News was trying to buy the rest of the BSkyB shares it didn’t own. There were a few hoops that News Corp needed to jump through; namely, getting a yes and no answer to two questions: is the CEO a fit and proper person to run a broadcaster and would the result on the transaction create a monopoly? The deal to buy the whole of BSkyB might have been given the go‐ahead by the UK Government, but then the phone hacking scandal broke and the ruling Conservative Party’s relationship with Murdoch came under close scrutiny. The key questions being: did Murdoch use his editorials in The Sun to support specific politicians in return for those same politicians helping his business? And, is Murdoch a “fit and proper” person to hold a broadcast licence? A Ministerial advisor to the UK Culture Secretary (it was the Culture Secretary who was due to take the decision on the BSkyB deal) gave way too much information to the News Corp Head of Public Affairs, Frederic Michel, who emailed much of it to Murdoch, even admitting in one email that the information obtained was “absolutely illegal”, and, following publication of these emails at the Leveson enquiry on 25/4/2012, he resigned the next day. For a full overview and video of PM defending his Minister in the House of Commons: http://www.telegraph.co.uk/news/uknews/9225862/Leveson‐Inquiry‐Adam‐Smith‐resigns‐as‐aide‐to‐Jeremy‐Hunt.html
Obama email uses infographic to simplify tax message This infographic was sent in an email to subscribers to The White House database. Smart use of celebrity name by asking “what’s your Buffet number?”
A word with you Secrets of the sentence When it comes to sentences, size really does count. Many people seek to impress by writing long sentences, but unless they are very well constructed, the reader can get lost trying to wade through them. Short sentences are much easier for readers, so tend to default to them. But not all the time: too much of the same thing is boring for readers. Vary the rhythms by using some medium length sentences and the occasional blockbuster long one. Be careful not to break the rules. Two sentences pretending to be one are known as a run‐on sentence. “I am going to climb the mountain, it is a great challenge” is an example of this. The cure? Either a semi‐colon or a conjunction like because after mountain. A sentence that does not have a subject and a verb is known as a sentence fragment. Written out of carelessness, it is the sort of mistake that can irritate readers. But you can also use it to highlight something; if you use occasional sentence fragments skilfully, the reader will understand what you are doing. Here is an example: He was sick of this river. He had been panning all day. He would quit after this last useless load of mud. And then he saw it, a little sun at the bottom of the pan. Gold. This monthly writing guide is provided by Tony Spencer‐Smith of the corporate editorial consultancy Express Editors (www.expresseditors.com). Contact him on tony.spencersmith@gmail.com if you want to comment or find out more about his writing, editing and training services.
Want to make the message count? Get the CCO on board In this article Anne Costello, Text100's Asia Pacific Director, suggests that companies elevate the communications function to directly report to the CEO. Why? Because corporate communication is now a mission critical function, in the same way finance or IT is to the organisation. By Anne Costello, Regional Director, South Asia, Text 100 What we say has as much, and sometimes more, impact than what we do, especially when it dictates our available courses of action. Today’s businesses are placing increasing emphasis on reputation, brand, and community engagement, but that emphasis has yet to fully permeate the heart of corporate strategy: the boardroom where C‐suite decisions are made. We have CFOs, CIOs, CHROs, but the CCO – or Chief Communications Officer – only exists in a handful of organisations like IBM, Citibank, and most recently Comcast. They’re a minority, but they shouldn’t be. Professional communicators need a voice and a vote on the board if companies want their words to make the most impact. We need CCOs as business leaders, now more than ever Why? The world has changed, for businesses and consumers alike. Digital technology makes us more global, networked and interconnected than ever before. Transfers of data which once took days now take seconds – and that’s at their slowest. As a result, we’ve come to expect different things from social institutions like businesses and governments. We expect them to be transparent in every aspect of their conduct. We expect them to be forthcoming with the information which we require, when we require it. And we get understandably displeased when they misuse or break our trust in them. But we’re also their strongest advocates when they get things right, building their social capital with our praise, recommendation and brand loyalty. The collective impact of this advocacy amounts to the greatest market force which businesses can harness to their benefit. Today, effective communications matter more than ever. They don’t exist within a
“black box” isolated from other corporate functions, but have very real, immediate impacts on the bottom line of the business. It’s the CCO’s role to bring together all aspects of the company’s communications. The CCO has to, amongst other things, co‐ ordinate how the company presents itself through its brand; what sort of tone it adopts; where to cultivate advocacy, and from whom. This task requires overarching vision from someone who intimately understands the field and how to play it. Jon Iwata, IBM’s senior VP of Marketing and Communications, is a good example of a CCO who’s managed to draw together numerous strands of communications into a unified approach. Rather than taking an aggressive attitude to the communications portfolio, Iwata’s strategy has sought to enhance on IBM’s pedigree as a tech giant with the clout and intention to take on problems its competitors can’t. It shows not only Iwata’s strategic nous in the communications field, but his influence on the rest of IBM’s top leadership – something uniquely afforded by the position of CCO. The more recent appointment of D’Arcy Rudnay as Comcast’s CCO points to growing recognition that intangible assets like “brand” and “reputation” and “community” are both very valuable and require top‐ level leadership. Companies which think they don’t need this sort of leadership are in for some rough surprises ahead. Qantas’ handling of industrial disputes, BP’s silence over the Gulf of Mexico oil spill, and News Corp’s phone‐hacking scandal all have one thing in common: the leadership in charge didn’t understand how the health of communications impacts the health of the entire business. Sometimes crises are necessary to spark change, but in this case we don’t have to wait. In a few years’ time, we’ll probably wonder why we made such a fuss about something as simple as having CCOs on board. They may even stand on equal footing with a company’s chief legal counsel – both of whom often deal with the same issues around public trust and reputation just with somewhat different tools. Professional communicators know how to protect business reputations, enhance their brands, and harness powerful community advocacy in a society more networked than ever before. Why shouldn’t they have a place at the board?
To cross live or not to cross ... When you hear the acronym GLC what immediately springs to mind? If you’re British you probably thought Greater London Council, if you’re a fan of rap, then Gangsta Legendary Crisis may have been your answer. Closer to home, I think GLC stands for something rather more insidious ‐ the Gratuitous Live Cross. Turn on the television news on any given night and you’re bound to be subjected to at least one GLC. Some poor sap is forced to stand in a place where something happened many hours ago and ‘cross live’ to the newsroom to deliver information that we either already know or could have very easily been included in their package. Newsrooms think GLCs lend an air of immediacy to their bulletins but all too often all they do is insult the viewer (not to mention making the TV reporter’s day unnecessarily long). How often in the evening news have you seen a live cross from a courthouse where, earlier in the day, a controversial verdict was handed down? This practice becomes all the more ludicrous once you know that most courts shut their doors at 4pm. Possibly the most ridiculous example occurred last month and concerned an inquest into the tragic death of a baby during an unassisted home birth. In that instance the network in question elected to cross live to a reporter outside the hospital where the baby had been pronounced dead… Three years ago…
Did the GLC include an interview with anyone from the hospital who could offer further detail? No. Was there any possible explanation as to why they were reporting live from there so long after the event? No. And it’s not just the commercial stations that have cornered the market on this preposterous practice – the ABC, my old stomping ground, is guilty of its fair share of GLCs. And don’t even start me on live crosses that are faked. This is done by having a reporter deliver their words while standing in front of a screen showing footage, filmed earlier, of the actual location. Yes people, it does happen. There’s no doubt TV news is a powerful medium – just make sure you take what you see with a grain, nay a handful, of salt next time you watch. *** Jayne‐Maree Sedgman worked as a radio and TV journalist for 16 years in Australia and London. As Principal of Media Savvy, she now spends her time teaching spokespeople how to deliver exactly what journalists want, when they want it. To find out more about Jayne‐Maree and her particular brand of media training go to www.mediasavvy.net.au
What’s hiding beneath the surface? Hill+Knowlton Strategies launch iPhone app to encourage regular self skin checks The Hill+Knowlton Strategies team, in collaboration with LEO Pharma, have been behind the successful Know Your Own Skin campaign. The most recent development has been the launch of an innovative iPhone app (pic, right), designed to make self skin checking simple and easy. The app, which was first made available in March, received over 5,000 downloads in the first month. Know Your Own Skin is a disease awareness campaign designed to encourage Australians to check their own skin regularly for signs of sun damage; it has been developed in conjunction with leading healthcare professionals and is supported by LEO Pharma. The initiative has been rolled out by Hill+Knowlton Strategies over the past 2 years. The elements of the campaign including the new app and website, which have been created in response to research which found that two in three (64%) Australians had failed to get their skin checked by a healthcare professional in the last 12 months despite having suffered from sunburn in the past. It was found that whilst eight in ten people aged over 40 check their blood pressure and cholesterol each year, only a few get their skin checked, or even check it themselves on a regular basis. LEO Pharma is dedicated to helping people achieve healthy skin, and providing tools for patients and healthcare professionals to achieve this. The Know Your Own Skin app and website encourage people to check their skin at the start of each season and ask for a skin check with their family doctor as part of a routine health check. The app can be downloaded at: www.knowyourownskin.com.au/know‐your‐own‐skin‐ community/iphone‐app Photo: l‐r Sue Cook (Managing Director) Michelle McGrath (Account Manager) and Susie Gleadhill (Senior Account Executive)
Father’s online petition brings action from NRL An online petition started by a young Dad calling on the NRL to take a tougher stand against players convicted of domestic violence has received 24,000 signatures, and led to a social media backlash against major NRL sponsors. The NRL come out with a 12 month suspension of the player involved ‐ to the chagrin of his club, who said the NRL had caved to the pressure from the petition. http://www.change.org/petitions/stand‐against‐an‐nrl‐that‐accepts‐violence‐against‐women This article in The Telegraph also refers to the pressure from the petition: http://www.heraldsun.com.au/sport/nrl/was‐there‐a‐back‐flip‐on‐lui/story‐e6frfgbo‐1226325263079
Standing up for communications practitioners In response to an article in online publication, Crikey, about the alleged excessive use of “spin” by Government (Ministers as well as key Departmental media relations staff), Sandi Logan, the National Communications Manager for the Department of Immigration and Citizenship, hit back the next day with this letter to the Editor. From the Crikey letters page: Sandi Logan, Immigration (DIAC) spokesman, writes: Re. "Public service braces for cuts, paralysed by spin and regs" . Stephen Bartos observes that "for many in the public service today … the climate of inaction and avoidance of risk that pervades almost everything they do … is in part because of the media cycle". I certainly don’t dispute that the media cycle, among numerous external influences, keeps us busy; I am not so sure though Stephen has it right with the suggestion these elements result in "inaction" or the avoidance of risk. More to the point, I take issue with the suggestion "a huge amount of public service effort is now devoted to spin". In an age of greater transparency, open government and the digitisation and democratisation of information holdings, there is more and more pressure to provide timely access to the community’s demands for answers to their questions. The answers and explanations we provide through a variety of channels, is not spin. To describe the compact Immigration national communications branch (of 27 FTE) as being "devoted to nothing but … spin doctoring" is unfair to the hard‐working public affairs professionals who work there. To suggest "there are literally hundreds of public servants in these areas" ignores, for example in DIAC’s experience in 2011 the: 6000 media inquiries we answered on a 24/7 media hotline; the 2500 sets of talking points we produced to help respond to journalists' calls; the 250 media releases issued for the two ministers and the department, and the hundreds of ezines, video clips and blog postings we produced to communicate with 8000 staff in almost 80 locations in Australia and abroad. We’re damned when we do not communicate, and then when we do, we’re damned for being "devoted to spin".
Media news
Rise of the Bloggers US online newspaper, The Huffington Post, wins a Pulitzer Prize, one of journalism’s top awards, whilst one of America’s most venerable newspapers, The Washington Post, doesn't.
Signature Media launches “LATTE‐ Luxury Australian Travel Trade Enews” Signature Media has launched a new luxury travel trade e‐newsletter, ‘Luxury Australia Travel Trade E‐News’ (LATTE) to meet what it sees as a strong demand from the luxury travel trade industry worldwide for precise, quality, up to the minute information on the latest industry products and in breaking news. “It will reach industry professionals across Australia, New Zealand and internationally – travel agents, tourism operators, brokers, wholesalers, tourism bodies, government agencies, travel training organisations and other associated industry professionals,” Signature Media publisher Cathy Wagstaff said.
Online fashion mag launches: bellaloopa Online magazine, bellaloopa, is the brain‐child of Melisande Clarke and offers readers the ability to click‐to‐buy everything in the magazine bellaloopa is launching a monthly online and interactive publication , www.bellaloopa.com.au. When you see something you like in bellaloopa magazine, you simply ‘click’ on the visual of any fashion, beauty or décor item and are instantly transported to the e‐tailer website’s point‐of‐ sale. bellaloopa Editor‐in‐Chief Melisande Clarke has worked for many of Australia’s leading magazines and newspapers and international titles as a writer and section editor, including Who Weekly, In Style, The Australian Financial Review Magazine, Sunday Life (Sun Herald), Wish (The Australian newspaper), The Sydney Morning Herald, People (Time Inc New York) and Los Angeles magazine. Melisande was also Associate Producer for The Andrew Denton Breakfast Show (Triple M) and has written a book, The A‐Z of Pregnancy and Childbirth (Text Publishing).
Our man in England He’s under house arrest in England, but Australian citizen Julian Assange isn’t letting that hold him back; Assange has agreed to host a public affairs TV show broadcast on RT: http://rt.com/news/assange‐show‐response‐credits‐mia‐media‐282 The big question for the ABC is this: if Assange is good enough for RT, why isn’t the ABC using him? Is this what happens when the ABC is “de‐politicized”?
AFR/Fairfax launches magazine for bankers; Capital Editor James Eyers says Capital will deliver a mix of long form journalism, short profiles, personalities, and opinion. Eyers’ first article? Woman in top law firm Second artcicle? Occupy Wall Street movement. Adverts were pretty much all from the banks: HSBC, CBA, Westpac, NAB, and Macquarie. Plus luxury watch, luxury car and business class seat for an airline.
ABC Australian Story profiles PR person of the year, Lyn White www.abc.net.au/austory Lyn White triggered one of the biggest outpourings of public protest in years when she showed the ABC TV’s Four Corners disturbing images of Australian cattle being mistreated in Indonesia. The response to the program’s Logie‐winning edition, Bloody Business was unprecedented. The ABC’s Four Corners team, led by reporter Sarah Ferguson, won a Logie for Bloody Business http://bit.ly/IXlYs0
Google offers live TV broadcast service to Google+ accounts Google+ Hangouts On Air: broadcast your conversation to the world
Social Media features at this year’s X Media Lab Some of world’s leading new media stars will converge on Sydney for X Media Lab: Global Media Ideas. The diverse mix of new media experts, entrepenuers and creatives will present at the Pro‐Day Conference at Sydney Opera House on 8 June and then provide one‐on‐one mentoring to selected project teams at The Lab, an intensive two‐day creative workshop at the Museum of Contemporary Art. Leading the line‐up of speakers is one of the world’s leading authorities on media arts and research and development, Michael Naimark, entertainment and new media lawyer, Kenneth Hertz and co‐founder of Wired Magazine, Ian Charles Stewart. Stewart co‐founded Wired Magazine, the successful technology lifestyle publication, in 1992 and continues to support commercial and social entrepreneurs in media, sports, entertainment, the arts and education. Also taking part in the digital media think‐tank are filmmakers Warren Coleman, the co‐writer/director of Happy Feet and co‐writer of Happy Feet 2, and Arvind Ethan David, the co‐founder of film company Slingshot and producer of The Reluctant Infidel, the US TV spin‐off of which is in development at NBC. Some of the most influential women in social media are also bound for Sydney, including founder of Bubu.com and Managing Partner at Nusantara Ventures, Shinta W. Dhanuwardoyo, serial social innovator Bonnie Shaw, the founder of China’s first Museum of Digital Arts, Helen Chen and the woman “dubbed “the Oprah of the web”, Corvida Raven. The Pro‐Day Conference will explore cultural and commercial content in a global world, including the rapid growth markets of China, India, South East Asia and Africa. Attendees will also learn from case studies focused on innovation in media and technologies, including mobile, social, gamification, location‐based services, branding and immersive environments, and virtual realities. To purchase tickets for the Pro Day Conference visit: www.xmedialab.com
Awards
Edelman wins Lizzies PR award The 10th Annual Microsoft IT Journalism Awards, aka The Lizzies, organized by Phil Sim’s MediaConnect Group, recognizes excellence in IT journalism and PR in Australia and New Zealand. The PR category is called “media relations” David Hellaby Best Media Relations went to: Edelman’s Jenny Crowcroft Highly Commended: Snezana Stojanovska (Electronic Arts) and Renato Catalan (Clearwater Communications)
Jasmine Awards recognise beauty journalists and bloggers The Fragrance Foundation celebrated the 10th anniversary of the annual Jasmine Awards at a breakfast ceremony at The Museum of Contemporary Art. The Jasmine Awards recognise and reward excellence in “fragrance journalism” in the Australian media. The winners are: 1. Best Blog Post on Fragrance – Nikki Parkinson for ‘Does your fragrance wardrobe need a shake up?’ on Styling You. 2. Best Online Feature on Fragrance – Olivia Mackinnon for ‘The Power of Perfume’ on beautyheaven.com.au. 3. Best Practical Guide to Fragrance – Katrina Lawrence for ‘Perfumista’ in Madison. 4. Best Visual Story on Fragrance – Alex Noonan for ‘Sexy scents you need to try’ in marie claire. 5. Best Short Feature on Fragrance – Sigourney Cantelo for ‘Perfume Passport’ in Vogue Australia. 6. Best In‐depth Feature on Fragrance – Katrina Lawrence for ‘Perfumista’ in Madison. 2011 Jasmine Award Winners: left to right Olivia MacKinnon, Alex Noonan, Katrina Lawrence, Sigourney Cantelo, Nikki Parkinson
Job of the Month
Head of Digital, SYDNEY $$Negotiable Our client, a leading technology communications agency with outstanding creative and strategic credentials, is seeking an experienced Head of Digital to join their agency. You are passionate and driven and a senior player in the interactive space. You’re knowledge in this area provides interactive and digital strategic solutions that will align with an overall PR strategy, for any aspect of our client campaigns or accounts including the following: - Proactively provide ideas to clients on how to use social media. - Develop strategy to solve business issue using online, social and digital. Strategy to integrate tightly with broader communication and PR objectives. Develop presentations and pitch approach - Build our digital brand(s) including thought leadership o Present at conferences o Write blogs, twitter, linkedin o Public relations/interviews - Manage execution and client satisfaction of online and SM projects o Ensure project plans and issues prep o Strategic guidance o Interpret results and adjust strategies o Issues management o Analyse and present results You challenge the predictable, and use your digital strategy expertise to influence consumer behaviour. The Head of Digital will continue to foster a culture of innovation and creativity, and inspire the team and push their creative abilities, supplying conceptual and strategic leadership across the teams within of both leading agencies. For more information regarding this role contact: Luke Webb at Capstone Careers, Sydney on (02) 8249 4636 or email: jobs@capstone‐careers.com To learn more about similar roles or about Capstone Careers go to: W: www.capstone‐careers.com Twitter: @prjobsaust
Capstone Careers provides specialist permanent recruitment services to the Public Relations, Corporate Affairs and Marketing Communications industry. Capstone is led by Jeremy Wrench, MPRIA, and guided by his 16 years of experience in international PR consulting and senior management
Account Manager/Senior Account Manager, (Technology) $75k+ SYDNEY ROLES: Our client is looking for a focused forward thinking strategic Account Manager/Senior Account Manager who has a passion for the Technology industry, to manage a range of high profile technology accounts on a day‐to‐day basis. You must have strong team management skills and the ability to think on their feet and problem solve. With 3 – 5 years experience in a similar role, strong written and oral skills and a hunger for success. Account Director, Consumer Tech, $100+ You’re determined to find a no nonsense consultancy that can balance highly professional approach, first class systems and processes and the ultimate delivery of industry leading results, with a genuine down to earth approach and actually live up to the claim of delivering work life balance. You are experience Account Director; you bring insights and considerable experience in technology and or telecoms, underwritten by natural leadership and relationship management skills. 7‐10 years+ experience. Senior Account Manager, B2B, $75 k+ This is an ideal opportunity for an experienced PR Account Manager who is looking to further build on their account management skills and seeking an opportunity to fast track into a leadership role. You have strong organisational, people management and client relationship skills. You also have strong understanding and experience in social media and digital. 4+ years experience. Account Manager (Consumer), 60k‐70k+ You should have impressive local media knowledge and contacts and possess outstanding organisational skills. Experience across high profile brands and/or travel/tourism would be a distinct advantage. You should also have natural relationship skills and pride yourself on your creative ability. 3+ years in consultancy required. Account Manager, (Healthcare), 60k‐70k+ Brilliant opportunity for a proven and experienced SAE/AM with one of Sydney’s most respected, successful independent consultancies. You will also benefit from a commitment to personal development as well as a happy and down to earth team with positive work life balance. You should have 3 to 4+ years relevant experience. PR: Group Account Director, (Technology), $130 ‐ $170K You’re determined to find a no nonsense consultancy that can balance highly professional approach, first class systems and processes and the ultimate delivery of industry leading results, with a genuine down to earth approach and maintain a happy and content culture of support, and actually live up to the claim of delivering work life balance. You will bring insights and considerable experience in technology and or telecoms, underwritten by natural leadership and relationship management skills. 7‐10 years+ experience. PR Advisor (Major technology & electronics business) ‐ $80k – 90k. 12mth Contract MELBOURNE ROLES This is a very rare and outstanding opportunity to join this globally recognised leader in the technology end electronics sector in a highly rewarding PR Advisor role. Supporting the PR Manager and Head of Communications your will have diverse and challenging responsibility across internal communications, media relations, external stakeholder relations and event management. You will assist in developing key messages, speeches, events, presentations, and managed publications in line with global initiatives. You are mature, intelligent, resourceful and have 4+ years industry and/or PR consultancy experience. Experience / knowledge of the technology industry preferred. Account Director, (Corporate), 95‐ 110k+ This role is an exceptional opportunity to join one of Melbourne most recognised, respected and established PR consultancies. You should have strong strategic ability, sound creative flair and exceptional leadership and relationship skills. 8 years plus experience and knowledge of the financial / professional services industries would be advantageous. Group Account Director (Consumer/Brand) $160k+ If major multinational brands, cutting edge creativity, and a young, fun/lively, highly supportive team culture are your thing, then look no further. Our client, an awarded and highly regarded consultancy, has continued to attract some of the most admired and recognised consumer brands in the country to their business over the past 24 months and on the back of further growth now requires an exceptional professional to join and lead a particularly high performing consumer/brand team. 8‐10 years+ consulting experience required, local market knowledge & contacts preferred. Enquiries and applications should be directed to: E: jobs@capstone‐careers.com T: Sydney: 02 8249 4636 / Melbourne: 03 9827 7277 To learn more about these roles or about Capstone Careers go to: W: www.capstone‐careers.com Twitter: @prjobsaust
Public Relations Manager – 12 Months Contract "Join one of the world’s largest and most successful marketing companies with a strong presence in Australia and New Zealand." • • •
Recognised as Australia’s Top 20 Great Place to Work Work for a dynamic PR Team $80k - $95k plus super
An opportunity has become available to work within the Public Affairs & Communications team of Coca-Cola South Pacific, developing and delivering brand public relations programs that support the goals and objectives of the South Pacific business. In addition to managing the development and implementation of brand PR strategies, you will be responsible for: • fostering productive relationships with the media to drive media messages that will support and promote our business • manage responses to public and media issues related to brand PR programs and other brand plans for Australia, while collaborating with the PAC Manager for NZ/Oceania to manage these issues across NZ/Oceania With extensive experience in consumer PR (3-5 years), you will have demonstrated exposure across a number of communications disciplines including brand PR, issues management, community programs and internal communications. To support your success in this role, you will need to demonstrate:
Extensive experience in consumer PR Project leadership and execution including managing agencies and budgets Excellent verbal and written communication skills Demonstrated experience in building strong value based relationships, negotiating and influencing skills Experience or exposure to an FMCG or similar environment is desirable
INTERESTED? Contact Rondang Ambarita, Talent Acquisition Partner at rambarita@coca-cola.com for further information and apply through the link below
http://careers.peopleclick.com/careerscp/client_cocacola/external/gateway.do?functionName=viewFromLink&jobPostId=57568&localeCode=en -us. Only experienced and short-listed candidates will be contacted. Expressions of interest close May 18, 2012.
Classified - Internal use
Want to consider your options? Feel free to get in touch for a confidential chat … In the meantime, this month’s top 3 roles are: Ike Levick 0405 218 626 ilevick@saltshein.com.au
In case you’re wondering: Yes, Claire is leaving us … She is following her heart to ‘go client-side’ as a talent advisor. I shall miss her and wish her ALL THE BEST. Thanks for everything, Claire!
“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, Consumer Work with one of the most awarded and creative consumer PR teams in Sydney Drive campaigns for several large, iconic brands Express your passion for the consumer space Must have Australian experience Immediate start 2iC, Ethical Healthcare Unique opportunity to help drive business success in AU and NZ Take real ownership of long standing client accounts Enjoy strong processes, systems and leadership Excellent remuneration, immediate start Account Director, Consumer Join a very reputable, large consumer PR agency in a global network Focus on managing one multi-faceted client relationship Work with talented, like-minded colleagues Immediate start
Please note: From 1st June, our office will be moving to Level 3, 20 Bond Street (opposite Australia Square).
Level 46, 1 Farrer Place, Governor Phillip Tower, Sydney NSW 2000 www.saltshein.com.au
Contact The PR Report Advertise in The PR Report: http://tinyurl.com/7gb6mhp Have you got news for The PR Report? Contact glen@theprreport.com • Copy deadline 10th of each month • Over 7000 PR people read The PR Report • Subscriber list: http://www.theprreport.com.au/who‐reads‐the‐pr‐report
Previous issues available as high resolution PDF http://issuu.com/glenfrosttheprreport