Trevor Young's Blog

Social Media Smackdown as PR Defends Itself from Marauding Bloggers

19 Nov 2008 08:17 No comments
Debate continues to rage as to whether the massive growth of social media is killing off the public relations industry. 

The contrary view, of course, is that social media is a fillip for the industry. Let's face it, with so many media channels now available, companies and brands need more help than ever with their communications and one could argue quite persuasively that PR is the most suitable discipline to provide the most effective guidance and counsel.

American PR company Horn Group recently hosted a forum to discuss this very issue under the handle Is Social Media Killing PR? (see video below by Kara Swisher from Allthingsd.com). More...

Extreme Thinking From a Veritable Brand

18 Nov 2008 12:20 No comments
How do you make a mature board game sexy enough so the world's media will sit up and take notice?

Take it to the 'extreme'.To mark the 60th anniversary of the Scrabble, the brand shot a series of amazing photos in which the game was played by fans under 'extreme' circumstances i.e. skydiving, in shark-infested waters, up a sheer cliff, within eating distance of an alligator.

Scrabbleskydive

Brilliant stuff!

Locally, the Herald-Sun newspaper ran not one but five photos (across two separate articles).

The story (and of course, pics) was also picked up internationally.
Lessons learned?
  • If you want to get noticed, take a risk.
More...

Zoo Weekly Scores Publicity Coup in Strip Offer for 'Sexy' MP Kate Ellis

14 Nov 2008 07:44 No comments
 
Hat-tip to those devilish lads at Zoo Weekly who have made 'something' (i.e. media headlines) out 'nothing' (an offer of $30K for a female federal politician to get her kit off for the magazine).

The headlines said it all:


The Zoo offer came hot on the heels of Kate Ellis being voted by her Parliamentary peers as being Australia's sexiest MP.
Ellis, who at 31 is the country's youngest Federal Minister, reportedly turned down Zoo Weekly's kind and generous offer...naturally! But that didn't stop Zoo from milking publicity from their exchange with the Sports Minister. 

Zoo Weekly editor Paul Merrill was quoted as saying:  "We're naturally sad that she's turned down a shoot and deprived her constituents of a much needed morale b More...

Twitter Gets Political

12 Nov 2008 08:49 No comments
In a sign that Twitter in Australia is edging towards mainstream acceptance, Prime Minister Kevin Rudd has opened an account with the growing micro-blogging platform and, in his (or someone else's) words - is "looking forward to communicating with you on Twitter".
 
Rudd's Twitter adventure comes hot on the heels of Opposition Leader Malcolm Turnbull who has been on Twitter for a month or so (at time of writing, Turnbull was 88 tweets in front of his opposite number; he has also reportedly been caught Twittering in Parliament - I mean, why wouldn't you?). More...

Obama Gives McCain the Flickr

9 Nov 2008 10:21 No comments
Further to previous post - What Brands Can Learn From Barack Obama - I've just seen for the first time Obama's Flickr photostream where he allowed a photographer access while he and his family, friends and associates waited for the announcement of the US Presidential election result. 

The behind-the-scenes pictures feature Obama and wife Michelle watching the election results as they unfold on TV, and then the jubilation (relief?) as the decision is announced; it also follows them as they hit the stage where Obama gives his now-famous victory speech (as well as stacks of other shots of the President-elect in action). More...

Free Social Media Handbook Available for Download

9 Nov 2008 08:11 No comments
This is worth a look if you're interested in social media - the IAB Social Media Handbook - produced by the UK Internet Advertising Bureau.The handbook covers a broad sweep of social media and features articles from a range of UK industry people. It has a touch of the 'big end of town' about it (clients, agencies and social media platforms) but nonetheless it's a useful guide in terms of Web 2.0/101.

Download the Social Media Handbook here.

Hat-tip to Chris Applegate.

Here is the list of contents if you're interested:

Authenticity Pays. The Dixie Chicks Get It. Do You?

8 Nov 2008 10:02 No comments
I've just finished watching the 2006 Dixie Chicks documentary Shut Up & Sing. If you haven't seen it, it's worth watching. If you're a PR or marketing person, it is definitely worth a look.
 
Dixiechicks
 
 
* Defiant Dixie Chicks take on their critics
 
For those who are not aware of the movie, here is the IMDB summary:
 
"In 2003, the female country band, The Dixie Chicks, are at the top of their game being one of the most successful bands of all time. However with the US invasion of Iraq about to begin over frustrated worldwide objections about this needless war, one of the Chick vents off the cuff in concert about being ashamed of US President George W.
More...

What Brands Can Learn From Barack Obama

6 Nov 2008 03:29 1 comment
If companies and brands require any further proof that communicating with spirit and conviction as well as telling interesting stories is effective in attracting people's attention (and subsequently getting their buy-in), then look no further than Barack Obama's barnstorming win in the US Presidential race.
 
 Obamavictoryspeech
 
Obama spoke fervently and relentlessly about hope and change. He didn't get bogged down in detail - much to the chagrin of the media and his opponents who no doubt wanted to better understand the nitty-gritty of what he stood for. 
But the public didn't care. 

The people attended his rallies in their thousands.
More...

Hot, Spicy...and Cool!

29 Oct 2008 09:26 No comments
I don't usually bang on about things like this thinking they've probably already done the rounds virally and by the time they've gotten to me, they're perhaps a tad stale.BUT...

This is pretty cool.

A truck carrying Pringles Hot & Spicy chips (actually, it probably is carrying something else, but for the purposes of this post, it's Pringles all the way, okay?!) is painted to give the appearance that Pringles Hot & Spicy chips are indeed, errr, hot and spicy. As I said, cool.

Britters on Twitter!

23 Oct 2008 03:20 No comments
"Welcome to the new www.britneyspears.com! We're taking you where no paparazzi lens ever could with pics, vids and news from Britney herself." 

(Message on http://twitter.com/therealbritney)

Britney

* Photo sourced from britneyspears.com

 

After years of being stalked by the paparazzi and pilloried by the media, Britney Spears has moved to take control of her 'brand' communications by undertaking an integrated social media program that allows her (or at least, her 'people') to communicate directly with fans.

The program is a multi-headed 'beast' and brings together a number of popular social media platforms.
More...
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Trevor Young
Principal at One19

Joined industry in 1998
Based in Melbourne, Australia
Member since 21 Nov 2007
Last login 4 weeks ago

I am the principal of a boutique Australian public relations and marketing communications firm called ONE19 (www.one19.com.au). Prior to setting up ONE19 in 2008, I was a co-managing director of PR firm, Spark Communications (www.sparkcomms.com.au), a company I co-founded in 1998.In years gone by, I have worked as a senior consultant for several major PR agencies including Porter Novelli and The Rowland Company. I'm a journalist by profession but have worked in public relations and marketing communications for 20 years.Personally and professionally, I'm fascinated by the internet and how it has dramatically transformed the media and marketing landscape globally.My blog - http://prwarrior.typepad.com/

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