A Public Relations Podcast: Smoke Signal Episode 10 – A look inside the fast-paced world of consumer PR

In this episode we delve into the world of Consumer PR with Bessie Hassan – Head of PR Australia at finder.com.au.

Listen here or download on iTunes

Finder compares everything from personal loans to pet insurance and Bessie is charged with engaging individuals on a topic that is not always top of mind – finance.

The trick – understanding the readers are just like ‘me’ – they want helpful advice in simple language.

We discuss some of the current buzzwords and what these mean for consumer PR professionals:

  • Content Marketing: Brands need to be targeting audiences from all angles – video, facebook, blogs and the more the better. Experiment, look for ways to reach new audiences in new ways – and those ways are constantly changing.
  • Thought leadership: This means coming out with an opinion but it needs to be genuine. Ultimately, it needs to be something that is different, that is going to change the industry you are working in.
  • Influencer marketing: It needs to again, form part of an integrated approach. You want a genuine relationship that is well aligned and that will work in the long term.
  • Creativity: To stand out you need to not be afraid to try something new.
  • Brand purpose: Once you do have that clear purpose you are becoming a brand that customers and employees are not just buying, but are buying into, and that is how brands move to the next level.
  • Measurement: creating a dashboard of metrics to show how PR is helping to achieve real business goals.

Bessie is an accomplished journalist and also shares some great lessons of her career journey.

In the news this episode I discuss a new report from the University of Southern California Annenberg Centre for Public Relations – the 2019 Relevance Report.

The Report is a compilation of contributed articles from leading industry academics and practitioners. Each article gives a snapshot of a trend or issue that is likely to impact the public relations profession in 2019.

The introduction is cleverly titled Fast Froward, playing on the ongoing pace of change the industry has experienced over the past 12 months. The report states that this change has been driven by five T’s. Technology, transformation, transgression, turmoil, and of course, Trump.

According to USC’s Global Communication Report – a report conducted in conjunction with the Holmes Report and discussed in Episode 3 – 75% of communications professionals believe this dramatic pace of change will continue well into the future.

“As the communications report becomes more complex, PR executives must become more sophisticated. Reading the USC Relevance Report is one way to do that.”

I recommend you download and have a read here

BLOG: You don’t know what its got till its gone…

Trust is a fundamental pillar of society. But it is broken.

Last week I heard a speech by Richard Harris, the anaesthetist who was a central figure in the Thai cave rescue, helping to sedate the stricken boys before they dived into the water to exit the flooded cave.

Here was the ultimate act of trust. These boys, their families, the world, put their trust into the hands of Dr Harris and his peers. And an amazing result, or what most, including Dr Harris, have described as a miracle, was achieved.

But in the age of Trump and fake news, trust, it seems, is broken – trust in media, in governments, and in organisations is at an all-time low.

A Roy Morgan research poll this week found the most trusted brand in Australia is Aldi – a German supermarket chain.

Top 10 trusted brands

Aldi entered Australia in the early 2000s to disrupt the Coles and Woolworths grocery duopoly and has earned this trusted position for the simple reason it does what it says it will – deliver quality products at a lower price by switching big brands for home brands and focusing less on marketing, merchandising and loyalty programs and more on customer satisfaction.

Bunnings, with its lowest prices guaranteed, and ING, delivering simple, straightforward products, and Qantas, with its commitment to safety, service and reliability, all made Roy Morgan’s latest list of the top 10 most trusted brands. They did so by living and breathing their brand promise.

Trust is an interesting concept as it is both rational and emotional. It is something we think but also feel. Why do we believe (or not believe) online reviews? Why are we comfortable with Uber and getting into cars with strangers? Or using Airbnb to rent houses from strangers? Or going on dates with someone we’ve only “met” on an app?

The thing about trust is that it is hard to earn but can be easy to lose. Or put another way, it’s easier to maintain trust than restore it.

Take my brother-in-law, for example. He had his business, home and both cars insured with NRMA and had been a loyal customer for 26 years. He had trusted (as clearly do many Australians, given  NRMA is also among the top 10 most trusted brands) that he was getting a good deal. So he was surprised when he recently got his car insurance renewal from NRMA and it was $200 more expensive than the previous year. A fair hike in anyone’s book.

After calling the NRMA and pleading his case he was told there was nothing it could do, so he rang around and found an alternate car insurance policy for $480 cheaper. That’s right, $480. Suffice to say he won’t be so trusting of NRMA anytime soon.

Trust is earned by not only doing what you say, but doing it consistently and for all. Perhaps there is a lesson in this for our politicians too.

The Roy Morgan survey not only looks at the most trusted brands but also the brands with the largest distrust scores. Unsurprisingly, in the wake of the royal commission into banking and financial services and ongoing negative headlines, AMP and the big four banks have some of the biggest distrust scores.

The inaugural Deloitte Trust Index launched this week found that only 20 per cent of Australians believe that banks in general are ethical – that they do what is good, right and fair.

Trust doesn’t discriminate, either. Facebook, among the world’s most valuable brands, is also on this least trusted list. The issues of the past year have hit its brand hard. Privacy and data protection are now at the forefront in the minds of many users.

So why does trust matter? RBA Governor Philip Lowe put it bluntly when he said this week: “Our economy, and our society, works best when there are high levels of trust.”

For organisations, trust is rewarded with loyalty and conversely, Roy Morgan says, distrust can lead to customer churn and loss of market share, and it is a bellwether for an unsustainable future.

The bottom line: if I trust a brand I am more likely to buy it time and time again, and perhaps even more important, recommend it to others. It’s the barbecue effect. And in case your wondering, my wife does our shopping and chooses our insurance. I suppose that means she’s the only one I trust.

This article first appeared in the Sydney Morning Herald / The Age on 25 November 2018.

A Public Relations Podcast: Smoke Signal Episode 9 – Respectful Disrupter

The title on Alan VanderMolen’s bio is Respectful Disrupter – in his words, our industry, and the environment in which clients operate, is being greatly disrupted by technology. At the same time, we’ve seen the massive disruption in the media ecosystem. So in that environment, Alan’s role at WE Communication is to disrupt the agency’s business model to make sure it is keeping pace with the external environment.

Alan was in Australia recently to launch WE Communications second global Brands in Motion research.

Listen here or download on iTunes

The research challenges the traditional concept of brand perception as a static indicator, by arguing that all brands are constantly in motion – either driven by, or inspired by, technology.

In this episode, Alan, takes us through a few of the key findings:

Consumers still want a high level of innovation. However, given real concerns about data security consumers are getting nervous about the pace of innovation and now expect brands to use technology and innovate ethically and responsibly

Consumers and B2B decision makers are defaulting to rationality. That is, show me, prove it, versus tell me. Consumers have become increasingly weary of being talked to, and marketed at, and want to be engaged with.

Consumers have become binary. They tend to love you or loathe you, there is not a lot of in between and that has been a big change over the last 12 months. In this environment, it is more difficult for brands to be consistently loved.

On the hot topic of brand purpose, 72% of respondents think it is important for brands to take a stand on important issues. There is a nuance to that – the brand has to have permission to take that stand. Permission is given by having a good product or service from an organisation that is operating ethically and responsibly – then consumers are  very interested in the brand having a purpose. In other words, brands need to start with do – do what they say will do; move to the how – act in a way that meets community expectations; and then end with the why – the broader purpose of the business.

So what it means for PR professionals? For Alan, this represents a call to action for PR professionals to take responsibility for the moral and ethical behaviour of brands and not just be focused on promoting products and services.

Beyond the research Alan believes the future for the profession is a positive one. As issues become more real time and more transparent, the communications function will re-establish itself in the C-Suite. We’ve seen communications subsumed to marketing in the past three to five years but that trend is reversing. Alan believes you will see communication re-emerge primarily because there is a massive call for responsibility and ethics to be embedded in innovation and that is clearly the domain of PR versus marketing.

In the news this episode, I share another survey that follows on from Brands in Motion. Global Creative Agency Future Brand recently released the 2018 Future Brand Index .

The Index looks at the world’s 100 largest companies and ranks by brand perception two key trends to emerge:

  1. A strong corporate purpose and better experiences are key to those brands who outperformed; and
  2. Surprisingly it is not necessarily the ”new era” brands of Apple, Amazon or Netflix that dominate the rankings.

Actually this year it was Walt Disney Company that ranked number one in the company – despite being the 51st largest company in terms of market capitalisation. It proves established companies can cut though even in this time of continuous change and upheaval.

There’s a good Echo Chamber podcast from the Holmes Report featuring Future Brand’s chief strategy officer Jon Tipple, if you want to hear more about the research.

A Public Relations Podcast: Smoke Signal Episode 8 – Insights from the nexus of PR and media

David Skapinker is a Corporate Affairs and media relations specialist having spent his career working  in agency (consumer), in-house (corporate), and today in a self-described tech start-up – having founded the Australian office of Telum Media in 2014.

Telum Media, in David’s words, looks to alleviate the friction between PR professionals and journalists and make that interaction a little smoother. Telum Media also delivers news services covering both the PR and media industry.

It is insights from this this unique viewpoint that David shares in the latest episode of Smoke Signal. Trends, issues and themes we discuss in this episode, include:

  • The number of journalism jobs is actually increasing NOT decreasing. While the big media houses have consolidated and are clearly shrinking; the media industry more broadly is definitely not shrinking, if anything it is growing. Journalism jobs today though are more likely though to be outside the traditional media houses.
  • Never has there been more media. There has never been more content being produced and consumed. The publications that are doing well are the ones that have a well-defined audience that is appealing to advertisers. Relevance is key – geographic or industry – those are the titles that are growing.
  • PR practitioners are being asked to do more than ever. They are being asked to consult on advertising, social and many more areas. There’s just a huge range of skills that PRs have had to pick to up very quickly.
  • The Asia Pacific PR sector are looking far more regionally and far more global than Australian practitioners. PR professionals in Asia are spending a significant portion of time looking at Australian media where Australian PR practitioners aren’t, on the whole, looking at regional media.
  • Measurement: It’s a difficult thing to do and nobody has got it right.

In the news this month, I touch on the rise of brand purpose and the move by Nike to feature controversial American footballer Colin Kaepernick in its latest Dream Crazy campaign.

Brands are increasingly being expected to not just be good corporate citizens but take a position on issues and stand alongside their customers on issues that are important for them.

A recent UK study found that nine out of ten people think businesses should take a stance on societal issues. Specifically hard to crack issues that Government can solve themselves.

Nike certainly has stepped into controversy but the campaign is achieving what it set out to achieve  – it has had impact, reignited an important conversation and set further set Nike in the ultra competitive consumer sector.

Don’t forget to subscribe via my blog or on iTunes – just search for Smoke Signal Podcast.

 

A Public Relations Podcast: Smoke Signal Episode 7 – Jim Macnamara Keep Learning

“Distinguished Professor of Public Communication at University of Technology Sydney (UTS) former journalist, PR practitioner and media researcher” – Jim Macnamara’s twitter profile was the briefest descriptor I could find to summarise the career of Jim who started as a journalist; has worked in agencies; owned and sold his own business; is a published author; award winning researcher; and today a Distinguished Professor at UTS.

I’ve had the privilege of being both a student of Jim’s during my Masters of Public Communication and a colleague when working as a casual tutor and lecturer at UTS. I am excited to have Jim as a guest on this episode of Smoke Signal.

Listen here or download on iTunes

In the field of Public Communications Jim has many passions (he truly believes society is communication) and among other things I was thrilled to talk about three of them in this podcast: education; measurement and evaluation; and organisational listening

The changing face of PR education

After months of research and feedback from industry bodies, agencies and alumni, UTS has recently unveiled two new Public Communications Masters degrees – Master of Strategic Communication and Executive Master of Strategic Communication. The former is for recent graduates and international students with little or no working experience; the latter is for working professionals and delivers advanced learning that applies back to their roles.

The degrees will include a lot of new material such as digital media; creativity and innovation; communication and media law; and research to understand audiences.

However, Jim is quick to point out education today is more than just sharing knowledge or what you can teach students today but rather is about creating an environment that gives students a life-long thirst for learning. Helping them be open to others, to be flexible, to be creative. These skills are what will help practitioners be able to adapt to new technologies, new challenges and new opportunities.

When it comes to Strategic Communication, Jim firmly believes it is important for students, and practitioners, to think more holistically. It shouldn’t matter if it is paid, owned, shared or earned. Practitioners of the future will not sit in silos but rather use whatever means is most appropriate/effective to solve a communication issue and reach and engage stakeholders.

Measurement and evaluation

Jim has worked with the PRIA, AMEC, the UK Government and the European Commission and the US Standards body and strongly believes, echoing the words of Abraham Lincoln, that the need for measurement and evaluation should be self-evident.

However, he realises the industry has lagged in this area for years and this is often because the majority of practitioners are creative people and measurement requires a more pragmatic approach.

For Jim, this needs to change. And the reason? Because until we measure outcomes, PR is simply a cost centre, not a value-adding centre.

And there is no excuse, as there are many many methods to measure from low cost and simple through to sophisticated, but it requires practitioners to build their knowledge.

Brexit didn’t surprise me as the government wasn’t listening

We’ve treated communication for many years as disseminating organisational messages but the reality is we need to do more listening, as that is the only way to regenerate the continuing falling trust in organisations.

Jim is in the midst of an international research project looking at communication in 55 organisations globally, looking at how often they are talking, i.e. disseminating messages, versus how often they are listening to their stakeholders. The shocking conclusion is that 80-95% of what we call corporate communications is actually putting out information and messages from the organisation

For Jim, if the UK Government had listened they would have seen Brexit coming.

Jim sees a great opportunity for tomorrow’s practitioners to shift strategic communication from mass, top down communication. The reality is, Millennial and Gen Z don’t tolerate that approach and organisations, and communicators, are struggling to adapt with a new generation that is more educated, that want to be listened to, want to be involved, want to participate and want to have a say. The organisations that do adapt and engage in true communications will be very successful.

Following the discussion with Jim, in the news this episode I look at the recent investigative series into the state of journalism by Mumbrella. The statistic that just one quarter of journalism grads find a job in media was one that resonated with me.

I have long been concerned that while journalism courses continue to rise in popularity, and universities continue to pump our journalism grads, the number of journalist roles is falling. So where will they all go? This, to me, this is an issue not just for the journalism profession or PR practitioners but society more broadly as we should be encouraging and supporting the next generation of journalists.

 

A Public Relations Podcast: Smoke Signal Episode 6 – A chat with the new PRIA National President

In this episode I speak to newly appointed National President of the Public Relations Institute of Australia – Sylvia Bell.

Listen here or subscribe via iTunes

“It is a really important industry in that it gives voice to people, issues and programs that otherwise wouldn’t happen”

Sylvia, who originally studied science, has for the past two decades worked in both in-house and consulting roles across the education, health and sciences sector.

As a former member on the NSW PRIA Council, a fellow of PRIA and Chief Judge of the Golden Target Awards for the past two years, Sylvia brings a deep knowledge and passion for the industry.

Sylvia has a clear mission in her role as PRIA President;  to advocate for the profession and be an authentic voice for the trends emerging in communications not only among the direct membership but the broader corporate community.

In this podcast, Sylvia also discusses:

  • Her commitment to continuing to build a PRIA community of practice, providing education and networking opportunities for practitioners at all levels.
  • The importance of measurement and evaluation, citing the recently launched PRIA Measurement and Evaluation Framework to really measure the impact of your programs
  • The PRIA Professional Development Framework and how this could form the basis of a more formal designation in the future.
  • The value of Awards such as the Golden Target Awards in breeding an increase in quality across the profession.

In the news this week I recap the Cannes Lions Awards and discuss some of my favourite campaigns.

Blog: Taking inspiration from awards

The 2018 Cannes Lions Awards have been won and run for another year and it’s worth checking out some of the great campaigns and ideas.

Despite the ongoing debate and disappointment that many of the PR campaigns continue to be attributed to advertising agencies, there are some great ideas that are a tribute to the continued evolution of the practice of public relations.

Grand Prix Winner Trash Isles is clearly a great campaign, centred around the creative idea of transforming a pile of trash in the middle of the ocean into an officially recognised country – complete with a currency!

A few other personal favourites were:

  • Turning Beer into Water where Anheuser-Busch re-tooled its production line to produce canned water (rather than beer) to deliver fresh drinking water to people caught up in natural disasters from California to the Gulf Coast.
  • KFC ‘FCK’  where simply changing one letter in their name, and authentically responding to (literally) running out of chicken, turned a crisis into a great PR stunt.
  • The Most German Supermarket saw a German supermarket, to showcase the importance of diversity in this age of Trump and Brexit, open a store with groceries it would sell if they banned ingredients from other countries (i.e. not many)

As we’ve heard across a number of podcasts, creativity is an important currency for all PR practitioners. So awards like these provide a great source of inspiration to keep challenging the status quo.

Next month I’ll be judging the PRIA Golden Target Awards and look forward to seeing many great local campaigns.

A Public Relations Podcast: Smoke Signal Episode 5 – Creating a tribe of change makers

Why after 120 years don’t we have a universally accepted definition of public relations? According to UK pracademic (practitioner and academic) Andy Green it is because we have been asking the wrong question.

Andy is spearheading what has been called, The Dublin Conversation. As described in my earlier blog There’s something going on in the world of comms, this includes proposed definitions of PR, comms, advertising and brand and is a starting point for 100 conversations in 100 days.

Listen now or subscribe on iTunes

After seven years of struggling to arrive at a definition for public relations that was fit for purpose, Andy finally realised that previous thinking was blinkered in trying to define PR in isolation rather than as part of a bigger universe.

In this podcast, Andy discusses a new theoretic PR canvas, based on the work by Nobel prize-winning psychologist Daniel Kahneman who identified that five things govern all social interaction – being known, liked, trusted, front of mind and being talked about.

According to Andy, and as detailed in the Dublin Conversation, these conditions form the foundation stone of any communication campaign as you are invariably looking to do these five things.

On that canvas – which we are all operating whether you are in public relations, advertising, digital marketing or any ‘comms’ role – there are then four channels of interaction: paid, earned, social, owned (PESO).

In this world of ‘comms’, advertising and PR work in polarity of each other with advertising being born out of the need to be known and PR out of the need to be trusted. In other words, advertising leads with paid (PESO) and PR has earned at its core (ESOP).

At the heart of PR is earned trust and PR five prime activities:

  1. Managing the activity of earning, growing and measuring trust
  2. Champion of corporate listening to its wider environment
  3. Advice and counsel on brand character
  4. Building social capital
  5. Managing narrative, storytelling, media relations, and content marketing or inbound PR

The reality of existing PR practice is that we tend to focus on the last point, so by broadening this out further creates a whole new extended platform of future PR practice

The good news, this validates existing global definitions of public relations but also gives us as practitioners greater clarity and focus on what we can/should deliver in practice and always with earned trust as the cornerstone of what we do.

Join the conversation here, or write a comment below. I look forward to the debate.

Blog: In an age of distrust; trust matters

A survey released by Roy Morgan last week found the ABC is by far Australia’s most trusted media organisation.

Trust in the ABC was driven by its lack of bias, quality journalism and ethics. It is an interesting result after further cuts to the ABC budget in the May Federal Budget and recent speculation that it may be privatised.

Roy Morgan spoke to 4000 Australians and asked then which brands they trust and which they distrust.

At the other end of the spectrum Facebook – and social media in general – is deeply distrusted by the Australian public.

Social Media has what Roy Morgan calls a Net Trust Score of minus 42%.

To put that in context, the banking industry, which has been battered by the Royal Commission, has a Net Trust Score of only minus 18 so that shows you the level of distrust in social media in an age when fake news has become a common meme.

Roy Morgan outlines 5 reasons why distrust matters:

  • Distrust triggers audience churn
  • Distrust kills audience engagement
  • Distrust kills advertiser spend
  • Distrust is the tipping point for reputational damage
  • Distrust is the bellweather for an unsustainable future

The Walkley Foundation in its recent submission to the ACCC digital media inquiry said: “Fake news is simply easier. Shaping a fake story takes less time than digging out true stories. In fact, it’s so simple that bots can do it. This means that the sheer volume of manufactured news overwhelms true news.”

However, the rise of fake news has eroded trust – especially in social media – and according to Roy Morgan the rise of distrust can have significant commercial implications.

 

 

Powered by WordPress.com.

Up ↑