Archive for the 'Public Relations' Category

The great Prince giveaway

Wednesday, July 25th, 2007

There’s been a lot of coverage about the Daily Mail giving away Prince’s latest album in a recent edition. It’s been hailed as a marketing coup for Prince and underlines the dramatic changes in the music industry of late. While it seems like a win-win move, Follow The Media has a very interesting article on whether the Mail benefited from the promotion.

While the paper shifted an extra half a million copies and obviously drew a lot of advertisers because of the publicity it was garnering, FTM questions how many of those extra readers actually bothered to read the paper. A fact underlined by a studio guest on the BBC proclaiming that they were going to buy twenty copies of the paper to give the CD away as gifts.

Either way the music industry has a lot more to worry about at the moment. Another interesting fact which was reported last week by the Irish Independent was thatthe number of consumers buying music singles online has doubled in just 12 months, with four out of every five singles downloaded from the internet. Last July, downloaded music was included in the Irish singles chart for the first time, when 59pc of sales came via retail stores, with the rest bought online. Figures from the Irish Recorded Music Association (IRMA) show that in the past year Irish fans have turned to the internet in their droves, with 80pc of single sales now made this way. However, 96pc of albums are still sold in high street stores.

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PR scholarship launched

Friday, June 15th, 2007

The Public Relations Institute of Ireland, in association with the Fitzwilliam Institute, has announced a scholarship programme. The PRII are inviting potential candidates to apply to the Chair of Education, Public Relations Institute of Ireland, 78 Merrion Square, Dublin 2, in writing explaining why they wish to be considered for a scholarship. Applications for support must be received by 31 August 2007 for the academic year starting October 2007 and by 31 August 2008 for the academic year commencing October 2008.

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Sometimes controversy is not be such a bad thing

Monday, June 4th, 2007

One story which dominated the news agenda in Ireland and other parts of the world last week concerned a new reality TV show planned in Holland. The show would feature a terminally ill patient with one healthy kidney who was going to give it away to one of a number of patients in need of a donation. There was outcry from the outset with numerous media outlets labeling the show as a new low in television standards. However there were rumours that it might all be a hoax due to the death of a Dutch TV producer linked to the project.

As it turns out the show was a hoax. While some people might think that it was a crass method of raising awareness about the lack of organ donors in the Netherlands,Textually.org reports that 12,000 Dutch TV viewers signed up as future donors as a result of the show. Publicity stunts are a risk and high profile stunts like this are difficult to set in motion, but the cut-through this incident achieved highlights how effective it was. In a world where consumers are constantly barraged by messages of commercial and non-profit organisations, innovative tactics are required in order to raise your share-of-voice.


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Monday Links

Monday, May 28th, 2007

Nicholas Carr discusses a New York Times article on Heinz’s foray into user generated advertising. As it turns out, it hasn’t resulted in the creative they had hoped. What’s more, it’s costing them far more than it would to simply hire an ad agency to do the work for them. Quoting the article, Carr points out:

The company is holding a big YouTube contest to get people to create video advertisements for its ketchup. But the entries are almost universally crappy, the contest is generating ill-will among some in the target audience, and the company is actually spending more than it would have if it had just hired an ad agency to put together a campaign.

Turns out, that’s par for the course. The companies that have jumped onto the user-generated-ad bandwagon “have found that inviting consumers to create their advertising is often more stressful, costly and time-consuming than just rolling up their sleeves and doing the work themselves. Many entries are mediocre, if not downright bad, and sifting through them requires full-time attention. And even the most well-known brands often spend millions of dollars upfront to get the word out to consumers.

SiliconRepublic covers a speech given by Ciaran Lally, managing director of EBookers Ireland and UK. Lally points out that “Travellers in Europe who shop for flights or book online average about four leisure trips a year. Of the European leisure travellers online, 40pc are bookers - consumers who search and book their trip online – and 27pc are described as lookers - consumers who look at trips online but purchase offline. This indicates that the web is used both as a tool for searching and booking.”

The BBC reports on a survey recently published by retail analysts Verdict Research which shows that “online retailing in the UK has grown at its fastest rate since the dotcom bubble burst. The amount of money spent by consumers shopping online increased by 33.4% to £10.9bn last year. Verdict also sees online sales almost tripling over the next five years…By 2011, the typical spend of an online shopper will grow to £1,056 per year with the clothing and footwear, DIY and gardening, and food and grocery sectors achieving the fastest growth.

Textually.org points out an article in the Guardian on why mobile content generates more revenue than on the Internet. The article explains “because most content on the web is free whereas mobile phones arrived with a payment system pre-installed for calls, followed by a premium service for texting. If the web had had its own payment system it would have taken a different course. Revenues from the web are about $25bn (£12.5bn) but the content on mobile networks is reckoned by Informa to be worth $31bn - and that is before music and mobile TV take off in a big way…Tomi Ahonen, a strategy consultant, points out that whereas porn and gambling drove revenues on the internet, five content groups are more successful than adult material on mobile phones: music, infotainment, images, videogames and web browsing.”

Nintendo are rolling out an interesting advertising campaign in the UK. Joystiq reports that they will be launching a series of “live, interactive adverts in a number of UK cinemas. Over the next two weekends, five pairs of actors will appear at nine cinemas across the UK. An advertisement will play on the screen as usual, with one of the actors planted in the audience as a teenage boy named Steve. The second actor, his mother Elsa, will enter the theater looking for her son. At that moment the on-screen ad will freeze and the house lights will come up. Elsa calls out for Steve and challenges him to a game of Wii Sports tennis in the theater, showing audience members how “exciting and easy” it is to play.


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Nurses on call or on strike?

Tuesday, April 24th, 2007

At its recent conference the ASTI passed a motion of support for the nurse’s campaign of industrial action. Given the ASTI record of misjudging the public mood it should give the Nurse’s pause for thought. Looking for shorter hours and higher pay is not the way to win public support and there has been little evidence of the public having any sympathy for the Nurse’s arguments.

The Nurse’s timing could hardly have been worse; their industrial action has coincided with the release by the CSO of inflation figures which clearly show that inflation in Ireland is on the rise and that the public sector is a major contributing factor. In addition there have been a number of high profile announcements of significant job losses which have undermined consumer confidence and made people fearful of losing their own jobs.

Inflation is not news to the business community, which has been screaming about Ireland’s cost base for the last two years, but it is news to Irish voters. Dan Boyle the Green Party spokesperson was right to point out that inflation could well become an election issue and that as public sector inflation was running at twice the headline rate Government could well pay a political price.

For the last few years Irish consumers have been remarkably sanguine about inflation Rip Off Ireland was an issue but only in the Autumn. (When the happy holidaymaker returned home, back to Irish restaurant dinner bills, that could support a family of four in Greece or Budapest for a week). However now rising interest rates are squeezing family budgets and ESB or Gas Bills are producing unwelcome shocks on a regular basis. Inflation is indeed an issue and for the first time the public (encouraged by the opposition) are beginning to join the dots together and connect benchmarking and inflation. If you are a public servant now not the time to be arguing you need more money for doing less.

The Government is also in a bind, the kind of action needed to curb public sector inflation could easy anger very powerful vested interests. Not something you want to do in an election year. The Taoiseach has asked the OECD to report on Irish
Public sector reform, the report (not unsurprisingly) is due well after the election.

For the opposition, inflation is an ideal club with which to beat the Government, however don’t expect too much talk of public sector reform. There are in excess of 350,000 public servants in Ireland in approximately 574 Departments and Agencies. That’s a lot of voters. Public Sector Reform is probably the single most important issue facing the Irish economy and indeed Irish society. Almost all of the challenges we face have a public sector element to them. However, it not an issue that attracts votes. When voters see failing public services they automatically think more needs to be spent on them rather than they need reform. The benefits of reform can seem nebulous to the general public but the Public Sector Unions the pain of reform can seem all too real. Paradoxically some of the best thinking about reform is not in the political parties but in the permanent Government. As one civil servant said to me ten percent of the service desperately want reform, 10 percent will oppose reform any cost and the remaining 80 percent are there to be won over. I can’t see any politician trying to do that anytime soon.

To take one concrete example, the Teacher Unions make a great deal of the Pupil Teacher Ratio being the key to improving education. However, quietly education experts will tell you, that it is the quality of the teaching which is the key to improving educational performance. Somehow I can’t see any education Minister or potential education Minister making that argument in public.

No party wants to pick a fight with the Public Sector Unions. However if a Public Sector Union picks the fight, that’s a different story. Unwittingly the Nurse’s may have thrown a political lifeline to Health Minister Mary Harney. By engaging in industrial action the Nurses have changed the focus of debate on Health. Up to now the media story has been that reform is not working and the health service is a shambles. Now the story has become the unreasonable behaviour of the Nurses. The Minister now has a ready excuse as to why reform is taking so long; look at the kind of unreasonable demands she has to deal with. When the ASTI publicly backs you, you have a problem.

Seamus Mulconry is director of Public Affairs in Edelman Dublin

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Irish Politicians and the Web

Monday, April 2nd, 2007

With an election looming, politics has been getting a lot of coverage in the Irish media of late. Numerous publications have reported on how the main political parties are using the Internet primarily to target younger audiences. Fianna Fail, Fine Gael, the Green Party and Labour have all branched out online, offering Bebo pages, YouTube videos and RSS feeds.

Last week Bigulo.com launched a website that allows voters to view all the candidates running for election in their area and each politician’s Bebo page if they have one. The company found that less than 1 in 20 election candidates has a page on Ireland’s most popular social networking website. Silicon Republic quotes Andrew Page of Bigulo.com saying thatPoliticians shouldn’t ignore the Internet, they should embrace it. Old people vote for Bertie, because he’s a down to earth guy that you’d have a pint with. Young people want to have politicians that they can Bebo with.”

Unfortunately that last statement just isn’t true. As Scott Golder, Dennis Wilkinson and Bernardo A. Huberman show in their paper ‘Rhythms of Social Interaction: Messaging within a Massive Online Network‘, online relationships suffer from the same constraints as traditional relationships:

Most messages are sent to friends. However, most friend pairs do not exchange messages, suggesting it’s easier to have lots of friends than lots of message partners. Since messaging requires an investment of time and energy on the part of the sender, it evinces social interaction in a way that friend links do not.

In short, if the youth vote doesn’t want to engage with politicians in the real world then don’t expect them to rush to sign up as friends with politicians online either. As Seamus Mulconry pointed out in a previous article on this site:

The youth vote is one of the great myths of Irish politics, every party claims it wants to attract it but in practice most strongly discount its existence. The problem is that the majority of young people don’t vote. Voting is something that people begin to engage with as they get their first real pay check, get a foot on, or these days try to get a foot on the property ladder or begin a family. That’s when most people begin to realise that what the jokers in Leinster House do has a real impact on their lives and begin to vote accordingly.

The Internet has a powerful role in Ireland when it comes to politics. It can provide access to services, makes the political process more transparent and allows people that want to engage with politicians to do that. Just don’t assume that the people that do so are between the ages of 18 and 25.


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Chelsea top the table (on the Internet at least)

Wednesday, March 14th, 2007

While Chelsea might be trailing in second place behind Manchester United at the minute in the English Premiership, they made an investment a couple of weeks ago that should move them further up the pecking order in the marketing stakes. Edelman London blogger, Stephen Davies, tells us that Chelsea have struck a deal with YouTube to create their own branded page on the popular website. Stephen quotes the Media Guardian’s report:

The site will feature daily news updates, archive footage of Chelsea games, and other features including jokes from Chelsea physio Billy McCulloch. Restrictions in the Premier League’s broadcast contract means live footage will not be shown.

The Asian market has been identified by a number of football clubs as an emerging market that has a lot more potential than the United States, where it looks like the sport will never compete with the likes of the NHL, NFL or the NBA. As part of the recent takeover of Liverpool by George Gillett Jr and Tom Hicks, two US businessmen, the Asian market was identified as a key priority and a tour was announced.

The reason why Chelsea’s YouTube page is very interesting is because it taps into the popularity of the Internet in China. In fact the country has recently banned the opening of some Internet cafes due to fears about the determental nature of what is perceived as a growing Internet addiction in the country. China has more than 120 million Internet users. 43 percent of those use online message boards, 76 million use video sharing sites and 24 percent use blogs. The stats about message boards and blogs are the most interesting because sites like YouTube allow users to embed content on other websites. By giving their fans access to content, Chelsea are effectively building a legion of Internet users to propagate the Chelsea brand online for free.

This compliments Chelsea’s strategy to become the number one internationally recognised soccer club in the world, a milestone for which they have set a target date of 2014. Sky Sports reports that Chelsea have signed a four-year deal with the Asian Football Confederation (AFC) to develop football in China at grassroots level.


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Movement on the Irish business desks

Wednesday, March 7th, 2007

There’s been quite a lot of movement on the business desks across a number of different media organisations. Here’s a recap of the majority of the moves. We’ll continue to provide further updates when it is appropriate to do so.

  • Conor Brophy = Sunday Tribune - NewsTalk
  • Emmet Oliver = Irish Times & NewsTalk (Down to Business) - Bloomberg London
  • Ciaran Hancock = Sunday Times - Irish Times
  • Aine Coffey = Sunday Tribune - Sunday Times
  • Ken Griffin = Sunday Business Post - Sunday tribune
  • Samantha McCaughren = Irish Independent - Sunday Business Post
  • Laura Noonan = Sunday Business Post - Irish Independent
  • John Mulligan = Sunday Tribune - Freelance
  • Niall Brady = Sunday Tribune - Sunday Times
  • Kathy Foley = Sunday Times - Freelance
  • Douglas Dalby = Sunday Times - Now runs PRAngle


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Looking for a photographer in Ireland?

Tuesday, March 6th, 2007

We’re often in need of a local photographer in various parts of Ireland. Up until now, we typically rang the local paper for a recommendation. However the Irish Photographers Website has a great resource to help find someone. You can use their online directory to search for photographers by county and by category with ease.

Their blog makes for interesting reading also. Eddie Scheffer, a wedding photographer, describes his discomfort at being on the other side of the lens. It’s interesting because one would naturally assume that photographers are comfortable having their photo taken, but as it turns out they’re just as self conscious as everyone else.


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