How Smoke & Mirrors Inspire Us At PR Deadlines

How Smoke & Mirrors Inspire Us At PR Deadlines
SHARE
THIS



In this opinion piece, David Frost (pictured below), CEO of PR Deadlines, tells the story of how the agency almost changed its name, only to use it for something else in the office.

David Frost

Meet ‘Smoke’ and ‘Mirrors’, PR Deadlines’ office assistants. Time was when we hatched a cunning plan to change the agency’s name to Smoke + Mirrors.

The idea was audacious, it was fun, it would grab the attention of prospective clients in the infotech and financial services industries – or so we thought. It would do search engine optimisation no harm either.

But then we pictured the likely response from the corporate IT and financial services execs we target. Marketing might like Smoke + Mirrors, but when our pitch went up to C-level there might be awkward questions. What’s that name again? What do they do?

We figured that too few prospects would respond to our wayward sense of humour.

So, we simply named our office cats Smoke and Mirrors. Since Smoke was already Smoke, she didn’t object, but Zoe-Mushroom liked her posh double-barrelled name. She had to be bribed with sardines and chicken.

Smoke and Mirrors (PR Deadlines)

Smoke and Mirrors

Do such ‘incentives’ have a PR parallel, we wonder?  Well, media people and clients do enjoy putting on the nosebag at a classy restaurant providing we don’t assault their ears too vigorously, but we prefer to use the term ‘encouraged’ rather than ‘bribed’.

Out of interest we checked ‘smoke and mirrors’ on the internet. The name is not exactly original: bars, music albums, boutiques, sigh… yet we would likely have been the first S+M in a profession often accused of being in the smoke and mirrors business.

Google tells us: “Smoke and mirrors is a metaphor for a deceptive, fraudulent or insubstantial explanation or description. The source of the name is based on magicians’ illusions, where they make objects appear or disappear by extending or retracting mirrors amid a distracting burst of smoke. The expression may have a connotation of virtuosity or cleverness in carrying out such a deception.”

Virtuosity or cleverness… now that sounds more like us! Smoke and Mirrors would approve.

Please login with linkedin to comment

David Frost PR Deadlines smoke Smoke + Mirrors smoke and mirrors

Latest News

Bankwest Unveils New Work Via Its Bespoke WPP Agency Union
  • Campaigns

Bankwest Unveils New Work Via Its Bespoke WPP Agency Union

Union, WPP AUNZ’s bespoke national group model created to service Bankwest, has launched a new national brand campaign for the visual-style terms and conditions the financial institution developed with the University of WA in a bid to make T&Cs more engaging for customers. Bankwest has rolled out visual terms and conditions for its Bankwest Easy […]

TikTok To Launch Web Series Supported By Screen Australia And Film Victoria
  • Media

TikTok To Launch Web Series Supported By Screen Australia And Film Victoria

The first ever web series to be funded by both Screen Australia and Film Victoria for TikTok, will launch on May 17. Produced by Hayley Adams and Michelle Melky, and directed by Logan Mucha, Scattered is a new queer drama comprised of 38 x 1-minute daily eps. It follows three best friends, Jules, Sami and […]

Schwartz Media To Launch Osman Faruqi’s The Culture Podcast
  • Media

Schwartz Media To Launch Osman Faruqi’s The Culture Podcast

Schwartz Media will extend its audio offering with a new culture podcast. Building on the success of its flagship daily news podcast 7am, and it’s growing arts and culture coverage, Schwartz Media is launching new podcast The Culture at the end of the month. Award-winning journalist, editor of 7am and pop-culture obsessive Osman Faruqi will […]

Attracting Customers With Horseshoe Magnet
  • Advertising
  • Opinion

How To Nurture Your Online Customers And Turn Them Into ‘Brand Evangelists’

Building a connection with existing customers is just as integral to any marketing strategy as winning new ones, but how do we turn customers into spokespeople for our brands? By Peggy de Lange, VP of international expansion at Fiverr It’s a well-known rule of thumb that it costs 5-times more to get a new customer […]

by B&T Magazine

B&T Magazine
Tooheys, 72andSunny, Vice And Gocsy Collaborate On ‘Proudly Ordinary’
  • Campaigns

Tooheys, 72andSunny, Vice And Gocsy Collaborate On ‘Proudly Ordinary’

In the next instalment of the ‘Proudly Ordinary’ campaign for Tooheys Extra Dry, Lion and 72andSunny continue their partnership with work from Vice and Aaron Gocs (Gocsy). Gocsy is a beloved icon of Australian outsider comedy who creates content for Vice and his own broadcast channels. As part of the highly successful ‘Proudly Ordinary’ brand […]

Have You Seen Trevor?
  • Marketing

Have You Seen Trevor?

Love an opinion piece with a mystery headline? You'll love this. Even more so if you're stuffing your gob with cake.

Opinion

by Kathleen Farmilo

Kathleen Farmilo