Ever Wondered About The Future Of PR? Well, Wonder No More…

Ever Wondered About The Future Of PR? Well, Wonder No More…
SHARE
THIS



Managing director of F4WARD Agency Fergus Kibble was an attendee at Wednesday’s Public Relations Institute of Australia’s (PRIA) seminar held as part of the Vivid Sydney and called ‘Creativity, Content and the Future of PR’. Here are his three major “a-ha moments” of the day.

Fergus KIbble[1]Customer experience should be at the heart of big ideas

According to keynote speaker, Adam Good from Telstra, the best way to influence people is to focus on the customer experience, ensuring a company’s products and services deliver on brand promises.

Adam also talked about the important role PR plays at Telstra, which includes focusing multiple disciplines, combing creativity / content to create action-centric communication.

In the development of any Telstra comms campaign, big idea or consumer engagement piece, Adam relayed three important factors that Telstra considers:

Mechanics – What is at the heart of the idea or proposition? Are you nourishing the idea and proposition around the experience? How do you tell the story in different channels? Ultimately, “Why do I care about this idea”? You need to answer the most important meta-question: “What is in it for the customer”?

Dynamics – What behaviour are you looking for from the consumer? What do you want the consumer to do with the idea? What are they going to put into it and what are they going to take out of it? Do you want them to have involvement for an immediate, once-off action, or over time?

Aesthetics – What is the direct emotional response that you want the consumer to have when they interact? This is more than the look and feel – it is the emotional feeling that you want to create from that individual.

Reciprocity in value exchange

Shane Currey from Deloitte made an important and provocative point: brands should give in to the expectation of not getting anything back.

However Hausmann’s Creative & Strategy Director Lex Deasley challenged this, commenting that lots of brands are creating content to access audiences. Yet many brands don’t understand one basic truth: they need to have a purpose and a role in the experience or relationship that is being created, or there is no legitimate value exchange.

To create a value exchange the brand needs to ask the question “does this make people’s lives better?”

Public Relations role argued Deasley, is to help clients understand reciprocity in value exchange.

Build platforms not campaigns

Glen Cassidy, Founding Partner at Cake Wines, shared the terrific case study of his business which, although only a few years old, has already carved out a unique and strong market position.

Cake Wines has achieved this by focusing on celebrating sub-culture and not through mass marketing. For example, they donate 10% of proceeds to independent radio stations around the country, and commission emerging artists to create their labels via their prestigious annual Archi-bottle art competition. See the case study here.

Cassidy demonstrated that consumers who have deep levels of involvement in the communications from the brand ultimately foster a deeper brand connection. He says: “We push our ideas and try to push our creative thinking as far as we can so that people have a deep experience with our ideas and campaigns – our internal mantra is ‘to focus on building platforms, not campaigns’ and connect people and bring them together in a meaningful way that extends beyond the budget or period of time.”

The key take out: We should be thinking more broadly about ideas that last longer.

The session was inspiring, providing food for thought and grist for the mental mill. The final word came from Adam Good: “It is the most exciting time to work in the communications industry”. Hear! Hear!

 

Please login with linkedin to comment

CHE Proximity Designworks

Latest News

Tuesday TV Wrap: Home And Away Tops Entertainment But Ninja Warriors Beats MasterChef And Big Brother
  • Media

Tuesday TV Wrap: Home And Away Tops Entertainment But Ninja Warriors Beats MasterChef And Big Brother

Seven’s Home and Away Took out top spot in the entertainment category, scoring 650,000 viewers according to OzTAM’s metro data. It was followed by The Chase, which had 597,000 viewers. Both rated better than the networks’ flagship entertainment programs, which were scheduled for the prime-time slot of 7.30pm. Nine’s Australian Ninja Warriors came out best of that […]

by B&T Magazine

B&T Magazine
TV Reporter’s Vox Pop Ruined By Man Repeatedly Throwing Up
  • Media

TV Reporter’s Vox Pop Ruined By Man Repeatedly Throwing Up

The coronavirus lockdowns have been enough to make anyone sick in the guts and that appeared to come true on a recent report on Britain’s new news channel GB News. GB News reporter Anna Riley had stopped a man on the street in Hull in England’s east to garner his views on the government’s attempts […]

by B&T Magazine

B&T Magazine
CouriersPlease Study Finds That Aussies Don’t Want Small Businesses To Shut During Lockdowns
  • Marketing

CouriersPlease Study Finds That Aussies Don’t Want Small Businesses To Shut During Lockdowns

A survey conducted by CouriersPlease (CP) has found that four in five Australians want small retailers exempt from closing shop during future lockdowns. Leading parcel delivery service CP commissioned a survey of an independent panel of just over a thousand Australians to gauge consumer sentiment on Government-mandated business closures. CP found that three in four […]

Aussie Cannes Young Lions Team Win Gold In Cannes Lions Live Media Competition
  • Media

Aussie Cannes Young Lions Team Win Gold In Cannes Lions Live Media Competition

Nolan Yu and Max Learmont had been awarded Gold at Cannes Young Lions Live. Yu, senior account manager at OMD and Learmont, senior strategist at Speed, were awarded for their ‘Wake Up To A Better World’ campaign. Placing Silver was Japan, and Bronze was Portugal, while the shortlist also included Norway, Columbia and the UK. […]

by B&T Magazine

B&T Magazine
Saatchi & Saatchi’s Donation Dollar Continues To Make Waves At Cannes Lions Live While More Aussie Agencies Secure Success
  • Advertising

Saatchi & Saatchi’s Donation Dollar Continues To Make Waves At Cannes Lions Live While More Aussie Agencies Secure Success

Cannes Lions has announced the winners in the second Awards Show of the week during Cannes Lions Live, which runs until June 25th. On day two, winners were celebrated in the Social & Influencer Lions, Media Lions, PR Lions, Direct Lions, Creative Strategy Lions and Creative Data Lions – all within the Reach Track, in […]

by B&T Magazine

B&T Magazine
Cresta’s Awards See Upturn As Ad Spend Starts To Return
  • Advertising

Cresta’s Awards See Upturn As Ad Spend Starts To Return

Cresta Awards has announced that despite having a few more weeks before entries close, this year’s Cresta Awards has surpassed its entries for the whole 2019 Season. Cresta sees this as evidence, not just of evolution in its own awards but of a wider measure of industry confidence and resilience in many markets. The awards […]

Ashley Madison Shifts From Shock To Female Empowerment
  • Media

Ashley Madison Shifts From Shock To Female Empowerment

Ashley Madison, the online dating site for married people famous for its shock advertising, is toning down the message, instead creating content aimed at empowering women with the message it’s fine to have an affair. Recently, B&T interviewed GroupM’s chief technology and transformation officer, Ryan Menezes. When asked what was the best brand he’d never […]

by B&T Magazine

B&T Magazine
72andSunny APAC CEO Chris Kay Named Saatchi & Saatchi UK CEO
  • Advertising

72andSunny APAC CEO Chris Kay Named Saatchi & Saatchi UK CEO

Saatchi & Saatchi UK has announced Chris Kay as its new CEO of the agency as Sam Hawkey leaves. Kay joins from 72andSunny where, for the past three and a half years, he was CEO for Asia Pacific and a global partner. Prior to moving to Australia to set up the APAC region’s Sydney and […]

Clems Melbourne Snares Charlotte Stevens To Head Myer Business
  • Advertising

Clems Melbourne Snares Charlotte Stevens To Head Myer Business

Clemenger BBDO Melbourne has announced Charlotte Stevens as group business director, leading the Myer account. Stevens is returning home to Australia following a decade in London, most of which was spent at Portas Agency. During her time in London, Stevens led Sainsbury’s fashion, homeware and beauty portfolios and worked across a range of retail accounts […]

Seattle, USA - Aug 19, 2019: The new Google building in the south lake union area at twilight.
  • Technology

Reports: Google Draws The Ire Of EU (Again)

B&T's editor takes great pleasure in an opportunity to use 'ire' in a headline, despite having no idea what it means.

by B&T Magazine

B&T Magazine
Young woman watching TV in the room
  • Partner Content

Household Targeting’s Role In The Cookieless Future

In this piece, Tim Sleath, VP of Product Management at VDX.tv, discusses household targeting’s role alongside other identity solutions and how advertisers can create an effective household strategy for their campaigns. As the advertising industry plans for the removal of third-party cookie support and moves toward adopting more privacy-centric solutions, marketers will need to identify […]

Partner Content

by B&T Magazine

B&T Magazine
Highsnobiety Partners With Citizens Of Culture To Help Lead Its Media Partnerships In Australia
  • Media

Highsnobiety Partners With Citizens Of Culture To Help Lead Its Media Partnerships In Australia

Culture-leading publisher Highsnobiety continues to evolve its local operations with the appointment of Citizens of Culture as its strategic partner across media operations within Australia.  Highsnobiety is a premium global brand dedicated to cultural pioneers, with work spanning across digital platforms, print media, documentaries, cutting edge events, a shopping platform and a full service creative […]