Check out our PR & Social Media Tips TV on YouTube: Short helpful videos about getting PR right!
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PR and marketing
PR & Social Media Tips TV: CP Communications Director Catriona Pollard explains what PR is all about and how it works
Catriona Pollard - Friday, March 18, 2011
How is branding evolving with mobile technology?
Catriona Pollard - Tuesday, March 08, 2011
Mobile technology is changing the way customers use and interact with brands. Smart phones have become a personal, direct way to interact with your audience through personal branding applications (PBAs), also known as apps.
Here are a few things that you might not have considered about creating an app for your business:
- You can use apps to take the consumer relationship to a whole new level. Create an app that is useful, informative or funny. This will facilitate connection with the brand through its value and share-ability, and your brand will be rewarded with loyalty and positive sharing.
- We’re really still only in the early days of brands interacting with targeted consumers based on opt-in preferences. With mobiles, brands can use such things as location-based services to deliver even more relevant information and experiences to mobile customers.
- Successful brands will be those that listen to and learn from customer insights, both positive and negative. This can move the direction of the brand for the better. Apps could be a way for your customers to provide this feedback.
Brand strategists need to evolve and keep pace with the interactive world of smart phones. Why not start thinking about what kind of app your target audience might use?
Media Release: Permission wins Sidchrome account
Catriona Pollard - Friday, November 26, 2010
Digital relationship marketing agency Permission has had a significant new business win with Sidchrome, a market leading tools brand and will implement a digital marketing, social media and email marketing strategy for its new client.
Sidchrome, a part of the global giant Stanley Black and Decker, have appointed Permission to build their customer database through a range of traditional and digital marketing strategies, including an exciting social media campaign.
Managing Director of Permission, Jeremy Glass welcomes their new client and the exciting challenges they offer the Permission team.
“We’re really enthusiastic about working with Sidchrome,” Mr Glass said.
“Essentially we’re working at increasing their customer database, and we’re thrilled to be offering Sidchrome their first experience with social media marketing, using YouTube videos, Facebook and CPA affiliate programs to raise interest in the brand and assist with database acquisitions.”
Ben Hall, Brand Manager at Sidchrome is genuinely excited about the strategies being put into place by Permission, “We attended the Online Retailer expo and we were looking for a business that dealt with database acquisition,” Mr Hall said.
“We found a few businesses and when Permission pitched they had some really interesting methods of building the database including using social media like YouTube, Facebook, Twitter and we hadn’t really considered that before.”
Permission’s initial strategy with Sidchrome includes the “Truckloads of Tools” competition that involves driving Sidchrome’s target audience of young mechanics to a website to register their details for a chance to win major prizes.
Mr Hall said, “Our aim is to make sure that our brand message is very clear at a consumer level. We have always focused on the dealership and while we still wanted a direct line to the dealers we also want to directly tell our story to consumers.”
Permission’s digital strategies will work towards this objective.
-ends-
Permission is a full service Digital Relationship Marketing agency that harnesses the power of relationships and leverages digital technologies to maximise customer lifetime value for companies.
Permission combine web strategy, business process applications, data analytics and digital relationship marketing, to build strong and sustainable customer relationships. This is what makes Permission different. They use digital communications to access the power of consumer permission and take both online and offline relationships and customer loyalty to the next level.
Sidchrome is a market leading tools brand in Australia and New Zealand, part of the global giant Black & Decker. Sidchrome has built its reputation on supplying mechanics with high quality products that last a lifetime.
CP Communications PR Tips & News November
Catriona Pollard - Wednesday, November 03, 2010
Recently The Australian's editor wrote Twitter is "the dunny door graffiti of the digital age, adding precisely nothing to the sum of human knowledge".
Interestingly, they printed this statement in the newspaper, yet deleted it in the online version of the article. Scared of the Twitter backlash I wonder.
When I tweeted this comment, it caused quite a storm. It was retweeted and commented on throughout the day.
Some of my favourite twitter responses were:
@bradatslice Journos how d'ya feel? Contributing to "the dunny door graffiti of the digital age..." as described by #TheAustralian
@gavincostello Interesting that all their journos are adding so much graffiti to the dunny door then
@bigyahu now who's calling the kettle black? How's The Australian's circulation doing this year? #outoftoucholdmediaass
@ccrichton I'm willing to bet The Australian's editor has never used Twitter. Typical ignorant comment from opinionated non-user.
Many of the people I follow on Twitter are journalists who share very valuable, thoughtful and interesting information.
In fact, most news outlets have Twitter accounts, as Twitter is a very accepted (and important) way of broadcasting news. Ironically, The Australian also has an account (@australian) with 15,600 followers. I’m guessing they're hoping their followers don’t think their tweets are worth flushing!
SPONSOR ME PLEASE – This month I’m doing the Yoga Aid Challenge which is like a marathon - but Yoga style. A nonstop "Salute to the Sun" sequence taking two hours. The charity I am supporting is dotcommob which helps the children living in Papunya, a remote indigenous community of 300 located in Central Australia. The community has an existing computer centre but no ongoing funding for a supervisor to open the wonderful world of the internet and technology to the children. Please support me by making a donation to this great cause. THANK YOU! Sponsor me here.
SPEAKING – I am speaking at two events this month. Social Media Women: The collision of PR & social media - how you can use it to your advantage and a 1 day workshop: PR and Media Strategy that get Results.
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Embargoes: What are they and when to use them?
We do PR for Macquarie University’s Faculty of Business and Economics and they conducted the recent research for the much publicised EOWA Australian Census of Women in Leadership. The number of women in management positions is a hot topic at the moment, and when the results were released the media release was placed under a strict embargo. But what does embargo mean and why was this tactic used? Let us explain.
So what is an embargoed release?
An embargoed release is a media release or announcement that is shared with the media in advance of its publishing date. Unlike ‘off the record’ which is never supposed to be published at all, embargoed information is intended to be published. But it is only meant to be published at the time disclosed by the release distributer.
The release shares confidential information with the journalist, but it is shared with the understanding that it is meant to remain confidential until the stated publishing date. This date is stated very clearly at the beginning of the release.
The crucial part to embargoes is the element of trust. By sending your release out with an embargoed release date you are placing a great deal of trust in the media to respect your wishes. However, by doing this you can help form a stronger relationship and earn the respect of the journalist and more often than not they will abide by your embargoed date.
What’s the point?
Embargoes allow you to send your information out to journalists prior to the release date to give them notice of the upcoming news. This allows them to prepare their stories in advance. With increased lead time it gives the journalist time to provide additional insight into the issue that might not otherwise be part of a breaking news story.
When to use them
Very few announcements need to be embargoed. You might consider using an embargo if the announcement is complex and needs demonstrating and explaining or if there are commercial reasons why details can’t be shared gradually over time beforehand, such as competitive pressure.
Read the full article
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What's the deal with foursquare?
Before you dismiss foursquare as just another social media application you couldn’t possibly get your head around, we thought we’d give you a run-down of what it’s all about.
What’s foursquare?
Foursquare is a mobile application for your smartphone that essentially is a ‘social media game’ but can actually be used to help your marketing efforts, especially if you work in retail or hospitality.
The idea is, whenever someone visits a location, like a particular shop or café, they ‘check-in’ to that location. The person, who ‘checks in’ to a certain location the most, becomes the ‘mayor’ of that place.
Why would people use foursquare?
When someone ‘checks in’ to a location they can see if any of their friends have been there before, or are nearby at that time. You can use foursquare to give suggestions like ‘If you’re at X café, try the chocolate milkshakes, they’re amazing.’
It becomes a fun, competitive game to become the ‘mayor’ of the most places possible. This is where businesses are jumping on board and offering incentives for people to come along to try and become the ‘mayor’ of their business.
Options for businesses
Not only can you encourage people to ‘check in’ to become the ‘mayor’ of your business but you may wish to offer deals to people to get them to ‘check in’ more regularly.
For example, the fifth time someone ‘checks in' to your clothes’ shop they get a free scarf with their purchase, or the third time they buy a sandwich from your takeaway shop they get a free drink.
To get things rolling, you may even offer ‘check in’ deals for people the first time they ‘check in’ to your business on foursquare. There are also wildcard specials that your staff need to verify before the user can claim their prize.
You can tailor these offers and start using foursquare to drive customers to your business and foster customer loyalty.
Read the full article
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Upcoming events
Here are some events coming up that we thought you might be interested in:
ADMA Digital Day 2010
Digital Day will focus on the dynamic and constantly-evolving area of digital marketing. It has been designed for marketing decision-makers, specifically those with an interest in the digital space. The conference will include high-profile speakers from Billabong International, BT Financial Group and Smirnoff.
8 November 2010
The collision of PR & social media - how you can use it to your advantage with Catriona Pollard
Social Media Women’s November event features co-founder Catriona Pollard, director of CP Communications. She will focus on how to combine PR & social media tactics to get your messages to your audiences.
9 November 2010
Email Marketing Summit Australia
EMSA aims to provide a thorough understanding of email marketing strategies and practices. Develop your skills in email marketing to enhance client communications and attain a competitive edge for your business. The one-day event features high-profile speakers from the marketing industry.
11 November 2010
iStrategy 2010
This event is the annual gathering for business, marketing, business development, IT and creative professionals involved in all aspects of online media and strategic management positions. This event will consist of industry-leading keynote speakers, interactive workshop sessions and invaluable panel discussions.
24 - 25 November 2010
PR and Media Strategy that get Results with Catriona Pollard
You'll learn the science behind an effective PR strategy including writing media releases that get results, how to approach journalists, how to write articles and case studies for the media as well as clever online tactics. In one day, you'll discover the secrets to getting good publicity that you can use for your own business.
25 November 2010
Wanted! A talented PR Consultant to work with us
Catriona Pollard - Wednesday, March 24, 2010
Want to be a valued member of a fast growing, award-winning team?
We are a dynamic boutique agency who is seeking a talented PR consultant to work with a range of exciting clients.
You will manage clients with the guidance and support of the Director, a PR and social media expert.
Your day-to-day work would include:
* Developing PR strategies
* Media liaison – generating awareness about a client’s work on a national and regional level through effective media coverage
* Generating story ideas and opportunities for media coverage
* Developing online PR campaigns
* Assisting in social media campaigns
* Writing articles, stories for newsletters, brochures, advertising, websites etc
PR experience is essential for this position - it isn't a graduate position.
Read all about CP Communications at www.cpcommunications.com.au or our blog at www.PublicRelationsSydney.com.au
We have an exciting and happy work environment. We invest in the professional and personal development of our team members. We welcome candidates who would like to develop within CP Communications over the long term.
If this sounds like you, then we’d love to hear from you. Please send your CV & covering letter to info@cpcommunications.com.au or if you have any questions, please call Catriona Pollard on 9922 1063
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