Search results matching tags 'digital' and 'london'

Digital Britain Report Will Make PR Sector Think More Digital

2292853 — Thu, 18 Jun 2009 13:53:00 GMT

With the release of the government's Digital Britain report this week, it comes at a timely juncture in the industry of public relations, where new technology tools are increasingly being used for communications campaigns, far more than in past years. While the main highlights of the report address infrastructure needs, improving digital access for all and controversial funding decisions for media resources such as the BBC and Channel 4, the ensuing discussions of the report have put digital on the intellectual radar for all, including those crafting PR strategy in what is more and more a fractured, niche-driven digital media landscape.

Previously, and still today, traditional PR professionals, and clients, have been reluctant to include digital media in their outreach strategy, among some excuses being:

Our clients don't care about blogs, they only want to be in the Financial Times.
We don't have the budget or time to manage online outreach, as well as traditional media outreach.
Why should we care about what someone says in a forum or a tweet about our brand?

Now, partly by force as a result of high profile cases such as Amazon experienced with bloggers and Twitter, or Domino's experienced with employees posting inappropriate YouTube videos, partly because of recessionary budget restraints on PR budgets, and partly because it seems that the tipping point of mainstream involvement in social networking has been reached (Oprah Winfrey is on Twitter!), it seems digital has snowballed into a force that must be reckoned with -- like it or not.

The government's Digital Britain report addresses many issues, and its recommendations are controversially being debated among many industries, but one of the key things it does is further force digital into the forefront of public attention and gives it a new level of credibility among businesses who may have previously scoffed at the online world.

For many years now I've been an advocate of using digital media for communications outreach and have advised many clients in how to incorporate new technology tools into campaigns, often being met with a mix of disbelief as to if it would be a worthwhile investment, and general befuddled ness as to what I've been talking about. It seems the whole wide world is now turning new attention to using digital media, and this, I think, is exciting and positive both for people and bussinesses.

While many of us who can be classified as early adopters of the digital age are already well established or have even moved onto the next new thing with tools like Audioboo for the iPhone, FriendFeed, Su.PR and the coming soon Google Wave, we've all got to remember that there are millions of newbies from all walks of business and humanity that are just testing out the tools of the online world, with a bit of intimidation and fear.

It is is up to us, who are deeply online, to welcome, to teach and to help newocmers navigate this territory. It may be your family members, your co-workers or even your boss, who have basic questions, and if the government is going to see any success from its Digital Britain report, it is up to everyone who is already active online to be friendly mentors and teachers in helping the rest of the world catch-up with digital life. Yesterday, after reading over the report, it seemed to be a 200+ page document stating a lot of the obvious. However, these last few weeks, I've got more and more people both professionally and personally asking me questions about the basics of how to use Twitter, how to write a blog, how to manage the weird professional/personal world of Facebook, and what might seem obvious to some, just isn't to most.

Recently I've also joined the ranks of being a trainer with Pinnacle PR, a company providing all levels of communications training. My role is instructing a course in PR 2.0, providing a comprehensive look at the many multimedia digital media tools available online, and giving real-life workshops in how to construct campaigns with the tools. With the release of Digital Britain this week, I'm seeing more of the increasing importance digital is playing for business, and, based on training and conversations with people, understanding more that it is still, in fact "new" media for most people.

If you are in PR, and would like to increase your skills of PR 2.0, or other offerings from Pinnacle PR (including traditional courses of media training, media relations, crisis communications, strategic campaign planning and more) sign up for a course, and get a 10% discount up until the end of July. Pinnacle PR has offices in London, Brussels, Dubai and a newly opened training centre in Bahrain, where experienced instructors both from the media and public relations sectors provide junior up through senior level executive courses and instruction.

Training for the digital future,

-Lisa

The rainforest and the advertising industry

2460092 — Wed, 27 May 2009 10:13:00 GMT

I’ve had a week to digest the talking points of our Zeitgeist conference, where royals, bankers, business leaders, journalists and even an Amazonian tribal chief came together to discuss issues of the day. But one issue in particular stuck in my mind – sustainability. Sustainability was certainly the key theme as the Prince of Wales made a moving and humbling speech about the environment and technology, pleading that the Amazon be “treated like a human being.” But there were also lively debates about the future of the media industry, and indeed, the sustainability of the business models of traditional media. It was a chance for us all to think about the roles we play within the industry, how content producers manage and make money from content and how we sustain quality and valuable advertising output. It was also another chance for Google to understand the concerns of newspaper and TV owners, and ensure their thoughts are top of mind for us in helping them make money from their content on the web. From talking to agency leaders at the event, it’s clear media agencies will be fighting tooth and nail over any big accounts that come up for grabs over the coming weeks and months. The industry must be careful that the stiff competition doesn’t become a cut-throat exercise in cutting costs, inevitably leading to a downfall in the quality of advertising. Indeed quality and value for money is something all agencies and media owners need to ensure is sustainable when trying to encourage advertisers to invest in marketing in the downturn.

…And access for all

2460092 — Wed, 29 Apr 2009 15:00:00 GMT

As you may have read in a previous post, our house is currently a building site and we’re living in temporary accommodation. Although the flat is nice enough, the family and I are all starting to miss our creature comforts: my wife and I the garden and the Sky Plus HD box, the kids their trampoline. But we’re united in yearning for broadband which we’re all struggling to cope without.

My youngest daughter is a fan of the Bratz website (about dolls and accessories, for those of you without young girls), my son his Xbox live gaming & my eldest a constant stream of YouTube - let alone all their homework requirements which seem to demand internet access these days.

As well as for work, broadband access is vital for my late night binges on iTunes & paying the builders. We’ve experimented with 3G cards, but can’t seem to get a good enough reception out in the sticks, so the whole experience becomes frustrating.

We know that around 90 per cent of people who’ve just moved home would chose broadband over a microwave if they could only have one installed in the first month. How consumer behaviour has changed in the last few years. And I hope there are no doctors reading, but I read that 40 per cent of us would rather give up fresh fruit and veg than our broadband connection!

Whatever the industry’s thoughts on Digital Britain, we can applaud the decision to give as many people as possible access to broadband. Not only will it feed my families’ needs & obsessions but it’s great news for the UK’s agencies and advertisers as it expands the vibrant marketplace that the internet creates, as well as delivering consumers all the public service information they need.