Got your A-Level results? So how do you get into PR?

August 19th, 2010

As you’ve all no doubt seen, A-Level results have been announced today in England, so conversation around qualifications and careers are rife.

On a day like this it certainly takes me back to my own experiences of education, and the path I took to reach my current career. Today though, things are tougher than ever. According to today’s Guardian A-Level students are facing one of the most intense battles ever seen to get into university, simply due to a higher number of students looking for a decreasing number of places. In fact, the total number of places at English universities this year is 365,000, and each University will face fines of £3,700 per student if they exceed their limit.

This means that knowing what you want to do, and getting the correct advice on how to get there, is perhaps more essential than ever.

That got me thinking, how would I advise a student looking to get into the PR sector? To be fair this is a question I have been asked many times, and to be honest I always struggle to answer it with clear and straight-forward advice. Fundamentally, that’s because there is no single, clear and straight-forward route to success.

In my case, I started out in PR 12 years ago, and crossed the divide into social media around 2006. My degree is in Business, but to be honest I had no idea what I wanted to be when I applied or left University, in fact I stayed on at University to add an honours to my degree just to get another year of student life. However, the day finally came when I had to start my career proper, and again, if I’m honest I only took a role as an account executive at a PR agency because I thought PR sounded interesting, not much in the way of career planning there!

Back to the current situation, if graduates or students ask me how to get into PR or social media or hopefully even both, the simple truth is there is no guaranteed method. Having taken my own straw poll of colleagues throughout my career, I would estimate that less than 20% did a degree relevant to PR, now of course you could argue many degrees are relevant to PR, and you would be right, but I’m talking marketing, PR courses, etc.

Why is this the case? Well I would argue it’s simply because in the PR industry everybody starts at the bottom, you learn your trade from the ground up. It used to be the case that a degree was just a pass to get an interview, from that point on it was down to you, your qualifications counted for nothing.

In the past, and in my experience being an interviewer for various agencies, the issue with PR degrees is that the course doesn’t keep pace with the industry, although I’m now assured this is improving. I also realise this is a common complaint with many industries. Therefore, when I am recruiting, I don’t particularly give any advantage to those that have done a PR degree over those that have done History, Geography or English, for example.

This issue is now further complicated by the digital skills required to perform the roll of a PR. Or if you want to go into a specific career focusing on social media, you need to choose how you approach it, i.e. from the comms side, the technology side, web development side or creative side, and ideally with elements of all of the above.

In terms of choosing PR as a career, the number one issue in my opinion is the false reputation PR has developed among graduates, and in fact the general public, as this piece in the Independent proves, and I quote: “Why PR? Because PR is glamorous. You get to go to launch parties and meet interesting people and talk to celebrities.”

Anyone coming into PR with that opinion soon gets hit square in the face with a 2×4 of reality. But then I guess the reality for anyone starting out in PR is a little off putting - terrible pay, long hours, hard and demanding work. However, you will learn a whole host of new skills including many that will set you up for life, and your value, both of self and as an employee, will rocket.

So, to get into PR do you need to do a PR, or PR relevant, course? I would still argue no, but it should help to give you a more realistic picture of the career you have chosen.

Should you try to get work experience before leaving University? Yes, this is something that employers look for, and again it will give you a more realistic picture of the job at hand.

Do you need digital/social media skills? (there are plenty of social media-type courses around ) Yes, I probably would value this, as an introduction, because I’m part of an integrated agency.

I’m certainly not envious of those starting out at University today, well, okay I am envious of the 3-4 years of student life and all the fun that comes with it, but the jobs market and eventual value of the qualification, plus the debt we all come out with, are not attractive at all.

Those that invest time to develop a real picture of the careers options open to them will in my opinion succeed. Again when I was at Uni, careers advice basically came down to ‘what do you want to do when you leave?’ but today there are better options.

Many students take the opportunity to embrace the social web and ask advice from those in the industry, do their research and try to get involved while still studying. This is a smart move; most of us in the industry remember how difficult it was and will help out where we can.

There are also new careers services and guidance available, one of which we are involved in that will be launching soon called WYGU, (When You Grow Up), which is a social careers guidance and mentoring platform that aims to bring people of all ages and backgrounds together to get real information about careers from real people who are in those careers. Take advantage of these services as they offer invaluable advice that you just don’t find elsewhere or through official channels.

In summary, the PR industry is changing, which means the skills required are also evolving. The opportunities to get involved, if you can offer some of the skills mentioned above, are probably better than ever, but be warned if you thought a PR had to be an all-rounder before, it’s stepped up another level, there’s much more to learn.

Posted in Blog, Blogging, Content, Digital communications, Digital media, Industry events, PR, Social media, Social networking, Trends and research | No Comments »

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Apple is on course to become the world’s most valuable technology company

July 20th, 2010

As a brief update to the earlier post about Apple winning the PR battle around iPhone 4.0 – Apple is rocking! If there were any doubts that the concerted attack on the handset’s accepted shortcomings has had no significant effect, then the financials would lay these to rest.

More than that, they would run a shiver down the antennas of Android-based competitors. As of today, Apple is very, very close to overtaking Microsoft as the world’s most valuable technology company.

You can listen to the financials here.

I’m a reluctant Apple evangelist. The company’s retentive communications are plainly weird and its elitist brand persona jars with what I believe – but it continues to innovate and sell in a unique and very beautiful way.

You could say that Apple is Steve Jobs in corporal form. His genius is to find the very best people and ideas – and then build these into objects of desire. Apple expresses – it lives – this genius.

Despite the iPhone 4.0 issues, we are lucky to have this unique talent moving the mobile space forward. Think of the Sony Ericsson, Nokia, Motorola, Samsung strategies over the past five years. They just seemed to be dealing with mobile commodity decline, and not the enormous potential of the handset as a Smartphone.

Apple shook the market and Google responded. The Droids are a serious and ongoing threat to the cultural dominance of Apple in the marketplace. That’s really welcomed and if HTC, Motorola or any other handset company can deliver a device that monsters the iPhone, then what’s to worry?

Meantime, have we seen news of the iPad sales? HP is saying it won’t deliver this year on its original Slate and Microsoft is scurrying. Is the price point beyond the desire-pain threshold for the iPad? Will we see newspapers offering free giveaways (contract-based, naturally) of the iPad in the late summer, early autumn? They need to move – and quick.

Posted in Blog, Emerging technology, Industry events, PR | No Comments »

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How iPhone 4.0 opened Apple’s walled garden of communications

July 20th, 2010

If nothing else, the antenna problem on the iPhone 4.0 has prodded Apple into a more open, web-embracing approach to its communications strategies.

It’s still about controlling the messages but a multi-way conversation has been started – and that means letting go of the command structure. Apple has, rightly or wrongly, been seen as anti-web and seeking to dominate, closing off the areas where it operates online.

The PR campaign around the iPhone 4.0’s problems has a different flavour. Commentators are saying that Steve Jobs was prodded into a reaction by the spectacular online/offline criticisms of the wildly popular handset and certainly an un-timetabled Apple press conference is a very rare event.

But what was most intriguing about Steve Jobs’ session in Cupertino on Friday was not the apology or the free-case offer; rather, it was his contention that other Smartphone manufacturers had models with signal problems similar to those of the iPhone 4.0.

Now, Steve could have followed the classic Apple tactic of not mentioning the competition, promoting the advantages and innovations of the handset. This time he opened the door to the walled garden and practically invited the world and their cousin to respond. He stoked an external debate – almost unheard of at Apple.

Not surprisingly, the rival handset manufacturers have come out with communications guns blazing as CNET’s Caroline McCarthy reported.

They are more than miffed by Apple’s statements but significantly at the moment they all stop short of claiming that there are no antenna issues on their models. While their responses are very robust, they are on the back foot now, as Apple releases its internal tests on rival handsets, delivering a video website http://www.apple.com/antenna/ with detailed comparative information.

Ah, but here’s where the Apple openness stops short. The site, while informative and stylish, is a one-way street. No chance to comment or share, which is a missed opportunity and one that I hope Steve Jobs reconsiders. Right now, he’s winning the PR battle by using openness effectively – and maybe Apple will recognise the enormous benefits of opening the door to walled garden even further.

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European PR measurement summit - really?

June 28th, 2010

As you may have seen in PR Week last week, the so-called ‘Barcelona declaration of research principles’ was created at the second European summit on measurement, in partnership with AMEC (the Association for Measurement and Evaluation of Communication), and incorporating the CIPR’s Measurement Group,  the Global Alliance for Public Relations, the IPR’s Commission on Measurement and Evaluation, the PRSA and the ICCO to agree a set of measurement and evaluation principles.

On reading the story, my initial reaction was full of hope, finally we can put the ghost of measurement to rest in the PR sector by agreeing relevant industry-wide standards, and hopefully kill off the AVE scores once and for all.

In fact the Advertising Value Equivalent (AVE) system, and its relevance as a PR measurement, was highlighted in the third principle, which reads: ‘AVEs do not measure the value of PR and do not inform future activity; they measure the cost of media space.‘ Spot on!

The full list of seven principles are below:

SEVEN KEY PRINCIPLES
1. Measurement and goal setting are fundamental for any PR programmes
2. Media measurement requires quantity and quality - clip cuts are generally meaningless
3. AVEs do not measure the value of PR and do not inform future activity; they measure the cost of media space
4. Social media can and should be measured
5. Measuring outcomes is preferred to measuring media results
6. Business results can and should be measured where possible
7. Transparency and replicability are paramount to sound measurement

I’m sorry, there must be some mistake, surely this is the agenda for discussion, not the outcome of an ‘expert’ summit that involved 200 delegates from 33 nationalities, supported by 5 global bodies?

Far be it from me to call into question exactly what they did for the rest of the time at this summit, but isn’t this a starting point? And if this is the second event, what exactly took part at the first event?

The mind boggles at how this feedback is supposed to be relevant at a time when PR in general is already being left behind in terms of how it measures and justifies spend, let alone how PR understands and utilises social media, and surely point 4, (above) only goes to prove PR is still very far from doing this.

As for the quotes from various ‘industry figures’ and bodies represented in the PR Week article, i agree, it is important, and it is a positive platform to grow from, which we should support. However, it’s really not a huge step, in terms of steps, it’s pretty tiny. Where is the urgency? Where is the delivery? We all know what the PR industry should be doing, but surely the issue is ‘how’.

Perhaps that comes out of the next event? Is it unfair of me to expect more? If this was the outcome of a client-facing event would the client be patting us on the back and saying well done, you’ve stated the obvious, and it’s taken you years to do it, but at least you’re on the right path now.

Yes, i understand the event was developed to set ‘principles’ and in fairness that was achieved, but come on, can we really afford to continue moving at such a slow pace?

It’s great that the PR industry is going to leave AVEs behind, but the truth is, the fact that AVEs are still being discussed underlines how far behind we are.

Oh, and apparently the Barcelona Principles will be refined based on detailed participant feedback, and will be built on by AMEC and its partners over the coming months and years.

I think it’s best that i don’t comment on that little gem.

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Co-developer of the World Wide Web discusses Facebook and privacy

April 30th, 2010

I’ve just come across a fascinating interview with Robert Cailliau, a Belgian computer scientist who, together with Sir Tim Berners Lee, developed the World Wide Web almost 20 years ago. The video was taken by Robin Wauters for Techcrunch.com, during The Next Web conference that has taken place in Amsterdam this week.

If you’re short of time, scroll to the 5.38 mark where Robert explains why he’s not on Facebook, and offers his view on how social networks need to change their position on privacy.

In regards to Facebook, Robert says: “I can get in, but I can’t get out. I don’t know what happens to my data.”

He also goes onto talk about Skype which apparently refused to take his identifier off once he closed his account. “You have no control. You cannot buy something a la carte. You have to agree to the whole block and go in and be bound hands and feet to their terms of service, which is something that I think has to change…we should seriously look at all of these social networks.”

Posted in Blog, Industry events, Social media, Social networking | 4 Comments »

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Social Media Optimization Is The New SEO With Brian Solis

April 15th, 2010

Last night, I joined in the Hubspot webinar on “Social Media is the New SEO” with Brian Solis and took away enough ideas to last through the rest of this year at least.

Brian engages with diamond-like clarity and precision; and he doesn’t waste words so, likewise, I’ll keep this short.

You can see Brian’s presentation on Slideshare. http://www.slideshare.net/HubSpot/social-media-optimization-is-the-new-seo

Main takeaways:

1. Social media conversations currently are “Blah Blah Blah!”
2. The next level for marketing/brand professionals is to cut through
3. Do this by accepting that we are all publishers now
4. Create and curate Social Objects that extend depth and range of your conversations
5. Social Media Objects, managed correctly, automate your social media work
6. This is Word of Mouth automated, not just “going viral”
7. Social Media will have its own budget in companies next year
8. Maybe every savvy company will have a Chief Editorial Officer
9. That Officer will direct quality, calibre and frequency of content (Social Objects)
10. The new “CEOs” will help to connect the dots in Search.
11. With Social Objects you will be found and be useful, relevant, authoritative.
12. Social Media Optimisation is more than a conversation, more than manipulation
13. Empathy is the key.

You know, there was so much more in that hour - The buzz around the webinar and Brian’s book, Engage, is continuing through the #engage hashtag if you want to joiun the conversation.

You can also out more about Social Media Optimisation on Brian’s blogsite http://www.briansolis.com/2010/02/social-media-optimization-smo-is-the-new-seo-part-1/

Posted in Blog, Content, Digital media, Emerging technology, Industry events, Journalism, PR, Social media, Social networking, Trends and research, Useful resources | 12 Comments »

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The Bill and Steve show

January 29th, 2010

Following ‘iPad‘ week I decided to look at the differing strategies of the world’s two biggest technology competitors to promote their new approaches/products.

Steve Jobs and Bill Gates are the traditional hero and villain of the computer world, and of course it depends on your point of view on which is which. They have been at it for some time, as the heads of their respective super brands (Microsoft and Apple), but Bill has taken a back seat at Microsoft, although he is still Chairman and of course the world’s richest man.

As you may or may not know, Bill Gates made an interesting move to open up his communications last week, by joining Twitter on January 19th, kicking off with ‘Hello World.’ Hard at work on my foundation letter - publishing on 1/25′, in reference to the Bill & Melinda Gates Foundation, the world’s largest non-profit hard at work giving Bill’s billions away to worthy causes. This has pretty much been over looked thanks to the anticipation and launch of Apple’s new best seller.

Since Bill joined, he’s been collecting followers like the Pied Piper of Twitterland. To be precise, according to figures from 20 decibels recent blog post on Wednesday (nice job guys): ‘Bill Gates has 365,000+ followers (now 376,000 +) and counting and has been added to 13,056 lists (now (13,600+) His following grew rapidly after sending his first tweet. He has a whopping 14,600 followers per tweet sent.’

Here’s Bill’s latest tweet: ‘At Davos G8/G20 panel - Spain Pres. Zapatero says meeting MDGs just as important as global financial reform…‘ (When you have $50 billion in the bank you rub shoulders with some pretty important people).

Here’s some more interesting data from the guys at 20 decibels: ‘Bill’s tweets generate a very high click through rate. He has tweeted 12 links to 6 unique sites with a total of 160,161 clicks.

‘Engagement: In additional to high click through rates, Bill Gates audience engages with his content frequently. For example, his recent Tweet promoting the Gates Foundation annual letter garnered 818 Retweets on top of 13,500+ clicks.’

Pretty impressive, but then you would expect it to be. The question is why has Bill waited so long to join Twitter when his influence and understanding is so high? Could it be just that? In a scale of normal to Bill, the influence of Twitter can only offer so much more in comparison to what he already has? I hope not, as the figures above prove Twitter can be very valuable, and more importantly it has already helped him to engage directly with more people in his first week alone.

Although the iPad wasn’t officially advertised, the buzz and leaks around the story did much of the work for Steve and Apple. Apple doesn’t really need to PR its new launches anymore, well not in the traditional sense. A few strategic mentions, and the odd review leak, and the community will do the job for them. That’s not to say it wasn’t planned though.

So how was the iPad launch received? According to Trendrr there were 177,000 tweets in the first hour after the announcement, and Crimson Hexagon revealed that the content of more than half a million tweets following the iPad announcement sentiment was split down the middle with 48% percent of tweeters reacting positively, while the remaining 52% were less impressed.

(image courtesy of iStockphoto kutaytanir)

Of the 48% positivity, 29% of people wanted to buy an iPad and of the 52% of tweets that were less impressed, the majority (21% of all tweets) had a bad reaction to the name, 19% weren’t impressed and 11% were critical of all the build-up and/or just sick of hearing about it.

But this is just a small proportion of the results Apple generated from a very tightly developed and seemingly secretive launch. You only need to look at the BBC, Guardian or FT yesterday to see Steve holding his iPad, with a nice big smile, to appreciate the scale of the hype surrounding the launch.

But was the hype as positive as he might have hoped? The reaction to the iPad has been 50/50, speaking personally the functionality of the iPad is disappointing and as a product it’s not something I’ll be investing in yet. The idea itself is probably the most revolutionary element, together with the new opportunities it presents for content and publishing. However, the hype may have in fact put the final product in the shade and made it seem a little disappointing in comparison. That said, it will obviously be a success and the next iterations will, as usual, be much more interesting and capable.

So what can we learn from Bill’s low level approach and the higher profile launch from Steve over the last week? Firstly, i’ll hold my hands up and say it’s not really fair to compare the two directly. The obvious issue is that one is a consumer product and the other a campaign of philanthropy. You could also say that both Bill and Steve are super brands in themselves, and nothing helps to build interest like a bit of fame, which is true, but it is an interesting look into the different approaches that two formally old-school technology giants are employing in a world of communications opportunities.

Apple’s old school cloak and dagger approach to product launches, although successful, potentially undermined the final product by not being upfront about its potential uses, elements and focuses. By leaving the community to build the buzz and furore to such an extent they may have in fact ended up being disappointed by the false expectancy. Would a little more engagement and actual product detail have helped to communicate the real benefits of the product and avoided disappointment?

In comparison, Bill has started to take an open approach by communicating with his audience and sharing his day-to-day activity, removing this false picture of the world’s richest man sitting on piles of cash and handing it out to those that he deems fit. This is a very different approach to the path he took at Microsoft and although he has to be more open as he is the brand now, it shows evolution in thinking and perhaps something that Steve could take notice of for his next major launch.

Posted in Blog, Content, Digital communications, Digital media, Emerging technology, Industry events, PR, Useful resources | 2 Comments »

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Five on Friday - five fabulous web 2.0 tools of the week (29-05-09)

May 29th, 2009

Hello all

Your regular ‘Five on Friday’ host isn’t here today, so I’ll be your captain for the week, steering a path through the sea of web 2.0 tools.

To kick us off, we have a recommendation from a reader:

1. Twiogle - It’s a great search engine that indexes Google and Twitter, easy to use, simple and it also has nice video, book, blog, and image functionality. Top job!

2. Yasni - In at number two, and another recommendation from our loyal readers, Yasni is a people-based search engine,  with more than 10 million visitors worldwide each month. Imagine Google meets Friends Reunited.

3. Tweepler - We’re going back to Twitter for number 3, and specifically organising your Twitter feed. Tweepler is a processing tool that allows you to classify your new Twitter followers in one of two ‘buckets’. ‘Follow’, meaning you wish to follow them back and ‘Ignore’ meaning you don’t want to follow them and can archive them out of the way, reducing Twitter noise.

4. FileTwt - This is a useful application allowing Twitter users to upload a file and tweet about it automatically. It also allows users to send file links as direct messages for sharing private files.

5. Trackle -  Finally, with all of our web profiles and accounts, we need a tool to keep track, and this is it. Trackle tracks all of your personalised information on the web and then indexes it by category. The service is built using algorithms that provide a layer of intelligence meaning timely results with notification via web, email or SMS.

Posted in Blog, Content, Digital media, Industry events, Journalism, Liberate Media news, PR | No Comments »

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Can Twitter smell Google’s fear?

March 5th, 2009

When Eric Schmidt, Google’s CEO, talks, people tend to listen. And so they should, Google has been pushing the digital revolution, and making money out of it, for many years. However, when Mr Schmidt decides to belittle a very popular, and most would argue useful service, people begin to listen even more, because there aren’t too many things coming out of the Google corporate mouth piece that haven’t been thought through and calculated.

So when Schmidt gave a presentation at the Morgan Stanley Technology conference in San Francisco on Tuesday, and said Twitter and products of its ilk are ‘poor man’s email systems,’ we wonder what his real message is.

Analysing the statement doesn’t really help. Twitter wasn’t designed as a substitute for email, although there are of course general similarities, and the ‘poor man’ statement just seems unnecessary. So why? With the massive coverage that Twitter is receiving, it’s obvious that such a statement would be beamed around the world in an instant and not only aggravate the ever growing Twitter fan base but position Mr Schmidt as the villain. So again, I ask why?

Of course there was also much conversation on Twitter around this issue as the story broke and a theme became apparent, which is perhaps best encapsulated in Alexei Oreskovic’s post on Reuters.

Fundamentally, the quote is only half the story. What’s more interesting is why Mr Schmidt gave this response, which was apparently in answer to a question about Twitter’s real-time search capability, well known as not only a very powerful conversation mining and monitoring tool, but obviously offering Twitter a very valuable advantage if it was to go the ad-funded route and thereby pose a threat to Google.

So, behind this rather odd statement, can we sense a hint of competitive fear? Or was it merely a lapse in the usually focused Google comms machine?

Interestingly, Twitter co-founder Biz Stone has replied to Mr Schmidt’s comment and said: “We think it’s important to introduce the power of a real-time network to even the weakest of signals around the world—as Twitter grows, we realise it’s not about the triumph of technology, it’s about the triumph of humanity.”

Touché! Or am I reading too much into the technology vs. humanity comment?

Posted in Blogging, Digital communications, Digital media, Emerging technology, Industry events, PR, Social media | No Comments »

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How did you become a social media agency?

February 19th, 2009

This may seem like an advert for Liberate Media but I promise you it’s not supposed to be. This post began life as a discussion between Liberate and a business prospect that we had a meeting with yesterday.

The digital brand, that shall remain nameless for the purposes of this discussion, started off the meeting confirming that they had spoken to many PR agencies in the past that have promised much in terms of social media understanding and services but delivered very little. They had obviously become frustrated by this process as usually the extent of services on offer boiled down to posting press releases online and utilisation of keywords.

To be honest this shocked us. Not just because we know there are other agencies out there doing a great job, but more because we thought that the PR industry had started to move away from this rather depressing problem. You may be reading this thinking - ‘err no, we come up against this every day’, and with hindsight it was far too early for me to write off this issue. However, in the end this approach helped us to quantify exactly why we were the agency for the job and developed into a discussion on why and how agencies with different focuses have developed in this sector.

This got us thinking: wouldn’t it be interesting to find out where we all came from originally? Not just PR agencies, but all those involved in social media communications? I know the sector is still very young, but the different approaches and back stories to the various agencies helps everyone to understand who we are.

So, in the interest of sharing, I wanted to offer an insight into the original thinking behind Liberate Media and how that has developed into the agency we are today. If it proves to be of interest, it might be good to start a meme on ‘how you became a social media agency’ which could become a great reference for all.

Therefore, to kick things off, a bit of a Liberate Media history lesson: feel free to add your own story as a comment, or send me a link to your story via Twitter or email.

At Liberate Media we came at the social media challenge not through necessity to exploit a new area, and not as a result of playing catch up, but because we believed PR needed to evolve and social media would be a real instigator of this change.

We were founded in 2006, and at the beginning of our journey social media communications were still very much experimental. The Dell Hell campaign was the most recognisable example of how brand conversations were ongoing, with or without the brand’s participation, but more examples of brand success and failure in social media quickly followed.

We realised that it was the theory of open conversation that would take the lead in social media PR, not the medium through which it is delivered. After all, it is this theory, the re-emergence of conversation and its importance in brand communications that is the key. Not the tools and tactics used to achieve it.

We had an advantage in this respect, as Liberate Media was founded by a PR consultant and a journalist, each with an intimate understanding of communications, but from different perspectives. Both brought valuable insight to the development of the agency, but both were aware that somewhere inbetween their specialisms lay the essence of social media communicators.

To help us on our way, we hired a digital native, someone who understands the web and its networked nature from a development perspective, with a pure research remit. We asked him to go out and absorb the socially connected web, to play with the tools, to communicate with authorities and look for openings to join in and be useful.

As this research grew and our experimentation turned into strategy, Liberate Media’s work became more focused on building online campaigns and tools, learning first hand that the best way to get involved is to listen first and then join in with useful content and conversation.

This knowledge and our varied skills allowed us to develop our own tools, and partner with a network of like-minded digital experts to offer a range of campaigns.

We’ve hired more journalists, more PRs and more net natives, their one common trait being an understanding of the theory of community, conversation and how to consult within this environment.

Posted in Blogging, Digital communications, Industry events, Journalism, PR, Social media | 3 Comments »

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