PR and industry insight from our flies on the wall.

Effective public relations: Why PR consultants should be looking at Pinterest

13 December 2011
by Sharmee Mavadia
Tags: brand, communications, digital, Pinterest, public relations

We at Firefly love discovering the latest social media trends that can help with effective public relations. The current toast of the web seems to be Pinterest – a visual pinboard for collecting and sharing content online. We also see Pinterest as a great resource and platform for brands.

Launched in March 2010, Pinterest has been included in the top 50 websites of 2011 by Time Magazine and has recently been valued at $200 million. What started out as a fun way to post things you liked – from clothes to interesting websites – or an easy way to organise to-do lists, get ideas for events and make wish lists, has now turned into a platform that companies can use to build their brands.

Pinterest is simply a virtual pinboard where people can “pin” the things they like onto their own board – either from other people’s boards, websites or by uploading photos. So far, we are mainly seeing US companies like Nordstrom, The Travel Company, Urban Outfitters and Whole Foods use this platform to unlock brand success; but it won’t be long before Europe catches on. It really is an effective way for bloggers, designers, retailers, small businesses and even restaurants to PR their products and increase awareness of their brand.

Pinterest is a great outlet for sharing and discussing ideas, and once a photo is re-pinned, it has the potential of being seen by a growing online community. In the PR space, there are lots of potential uses for Pinterest:

• Images form part of our PR content, and have the power to say things that words cannot. Take infographics, as an example. They have the ability to gain traction and provide sharing opportunities on social networks.

• For FMCG, retail, travel and other consumer brands, pinboards can capture the brand essence or personality and inspire the viewer to action – be it a how-to on building your work wardrobe, ideas for budget decorating, or gift guides and new Christmas recipes to try this season. Nordstrom uses its boards to post seasonal trends on fashion, whilst Whole Foods posts recipes, seasonal decor ideas and how to use food as art.

• On the B2B PR side, Pinterest could give another dimension to business leaders and public figures. For example, through themed photographs of a personality during their downtime, or performing charitable work.

• PR and marketing agencies could use Pinterest for their own publicity, too. Different pinboards can help show the individual employees and communicate the firm’s culture ; or they can be used to post “idea” boards to disseminate free ideas for campaigns.

• Pinterest can be used to reach out to bloggers in relevant sectors.

• Contests could also be launched around creating the best pinboard; alternatively, brands can build relationships with their evangelists by inviting them to collaborate on boards together.

Pinterest has the potential to be a very worthwhile channel for brands to figure out what their audience is interested in sharing and providing content for them to curate. Mirroring this practice, smaller brands can also achieve product exposure, drive traffic and – most importantly – build brand culture and awareness.

In short, it’s like tweeting a blog post, but you’re sharing it through images rather than words.

The top Christmas presents for PR consultants

by John Craske
Tags: Christmas, communications professionals, Firefly, PR consultants

It’s getting so close to Christmas that here at Firefly, we’re straining our ears for Santa and in true, highly- organised fashion, we’ve made a list of the top 12 gifts that should be on every well-behaved PR boy and PR girl’s list this year.

1. Emergency Phone Charger: you’re at a conference and pick up your phone, only to realise that you forgot to charge it. Panic hits, the sweats start. “What if (insert name of your most elusive, top tier journo here) is finally returning my call??” Never fear: this little helper means you’re just a fully-charged battery away from total PR world domination.

2. The iPad: multi-tasking is the ultimate PR skill, enabling you to email a colleague, phone your client, finish a press release, or Tweet (work-related, of course), whilst drinking your body weight in caffeine. The iPad helps you do nearly all this, from one device; and they’re probably working on a coffee barista app, already.

3. Lie Detector Kit: to be used on clients to make sure they will stick to deadlines, or on journos to ensure the (good) story will run when they say it will. Also handy for cheating partners.

4. Cross Townsend Rollerball Pen: iPads are all very well, but you can’t use them to deface your client’s no. 1 competitor’s glowing coverage in the Metro on your commute to work.

5 The iPhone 4S: because it’s top of the range, darling.

6. An iPhone Cover: would you turn up naked to a client meeting? Didn’t think so. Hence, imbue your iPhone with modesty via a classy cover-up. It also comes with a handy notepad for those brilliant ideas you’re constantly coming up with.

7. Vivienne Westwood Derby Laptop Holder: you’ve covered your iPhone, so why should your laptop not be draped in luxury, too?

8. USB Computer Laptop Vacuum Keyboard Cleaner: for hoovering up crumbs from all those Tesco  sandwiches you inevitably end up eating whilst sat in front of your computer for lunch…and dinner…and breakfast.

9. Oxygen Instant Energizing Eye Mask: working all day and partying all night really do take their toll. On your face. Pop a couple of these on and no one will ever know you slept under your desk all week.

10. An iTunes Gift Card: ever wanted a motivational coach right in your pocket? (Not literally, of course.) Rehearsal 2, the iPad or iPhone application, will make sure you are pitch-perfect for that new biz presentation.

11. Massage Chair: dreading that conference call? Recline on this and provide counsel in pure pleasure…just make sure you’re on mute if using one of the noisier settings.

12. Hangover Kit: team drinks, client drinks, Christmas parties, networking dos: life’s hard for a PR pro. But this kit will erase the tell-tale signs of too many nights propping up the bar. But then again, how would you know?

Reaching Generation Y: what PR consultants should know about today’s young people

8 December 2011
by Sharmee Mavadia
Tags: communicators, digital, marketing, PR consultants, PR top tips

Following on from our recent post on PR top tips, “how to reach Screenagers”, we were intrigued to learn about how fast digital maturity is catching on around the world for this group of savvy young communicators.

According to a Digital Diaries survey, by the time most kids in the west turn 11, they have already moved onto mainstream social networks like Facebook and Twitter. In Italy and Spain, digital maturity starts as young as 10 (wow), a time when many of us Fireflies remember playing ‘I Spy’ or ‘Hopscotch’!

This young and very unique generation represents a new consumer force, with their buying, spending, trendspotting and trendsetting prowess. They are the first to be fully ‘wired’, meaning they cannot be ignored anymore and need to be fully understood in order to be reached. PR consultants need to ensure that any campaigns are tailored to, and suitable for, this audience.

Young people definitely have much greater awareness of what’s going on around them now, than they did eight years ago. They’re seeing the news on their computers and cell phones. They also have the latest products, the trendiest fashions (you only had to look at the number of teenagers queuing outside H&M stores for the Versace launch recently); and now, the must-have Christmas present is the iPad.

Marketing to this generation is something to be handled with care. For one, brands need to ensure that any campaigns adhere to CIPR guidelines regarding direct communication with children. However, with this age group being as digitally savvy as they are, there is certain inevitability in them being touched by many large-scale PR or marketing campaigns. So bearing this in mind, here are our tips on how to do it properly:

• Children typically have short attention spans and are drawn to new things. Make sure any campaigns are kept short and sweet, and easily formatted for smartphones, social media and online usage.
• Children love to spread news. This is a huge area to tap into. Kids are obsessed with coolness, new things and forwarding messages. Brands can engage kids through social networking, virals, videos, competitions and forward-to-a-friend options.
• Children are the biggest buyers of music. Where relevant, brands can incorporate music-related marketing. For instance, an online screening of a music concert or sponsorship of bands will appeal to this generation.
• Avoid obvious marketing: this is a clever group of consumers who don’t want to be overtly targeted, but are happy to pick and choose the information they receive. For instance, they don’t want to be bombarded with information, but are interested in hearing what a brand is up to. Make sure all communication is consistent and up-to-date.

Are you trying to reach Generation Y? Make sure you talk to us about how we can help with understanding and reaching this audience.

European Tech start-ups need effective public relations

22 November 2011
by Sharmee Mavadia
Tags: PR events, public relations, reputation management, Start-ups

Last week I volunteered my PR organisational skills to assist at the The Europas, TechCrunch’s annual awards for start-up technology companies. It proved a great place for PR consultants to network and find out about emerging technologies that can be used towards effective public  relations, corporate communications and reputation management.

The TechCrunch Europas are at the forefront of raising awareness and elevating the profile of unknown brands touting cool, new technology.  The event started with a bang as Mike Butcher, editor of TechCrunch rode into the Carbon Bar on the back of a Harley Davidson motorbike, wowing the 500-strong crowd —a real who’s who of Europe’s start-up scene – including VCs, angel investors, PR companies and of course, technology start-ups.

The event itself was more of a networking do, with everyone knowing everyone in this community of like-minded people. It was all about helping each other and promoting goals through knowledge-sharing. There was even a short welcome video recorded by the Mayor of London, Boris Johnson, who encouraged start-ups to set up operations in the city.

It’s a great place for PR professionals to learn more about upcoming technology that can assist with providing digital PR services to clients; but it’s also a great way to meet interesting companies. Although many of these companies will have limited (if any) PR budgets, they are interesting and may someday grow into the Facebooks, Spotifys and Twitters of the world, so are definitely “ones to watch”. Of course, Firefly has a rich legacy with start-ups, having worked with bebo and launched LastMinute.com and Give as you Live.

The awards were the highlight of the event, with winners determined through public voting and expert judges. The coveted Grand Prix award went to PeerIndex, the social ranking service, who showed market traction against larger competitors despite fewer resources, and demonstrated a clear appeal to both business and consumer customers. UK companies such as Conversocial, Pusher, OneFineStay and Mixcloud took home coveted prizes and there was also a clear sign that start-up innovation remained strong across Europe. Start-ups from Berlin (Amen, EyeEm, 6Wunderkinder), Belgrade (Nordeus), Copenhagen (Podio), Stockholm (iZettle) and Helsinki (Rovio, AngryBirds) won in their category or were highly commended.

Tech entrepreneurship is alive and well across Europe. While Silicon Valley is the undisputed home of tech industry behemoths, European tech start-ups are grabbing every opportunity to reach global markets. The awards were described by Ben Rooney in The Wall Street Journal as, “(a) bit chaotic, all a bit of a seat-of-your-pants thing, but executed with huge amounts of energy,
enormous good will and mutual support.”

In my view, there is no better summary for tech start-up culture, itself.

“What should I wear?” Firefly sets trends, as it parties for Give as you Live

21 November 2011
by Fiona Hughes
Tags: Christmas, online communities, PR campaign, Social Media, Twitter

Firefly has organised four Christmas events for client, Give as you Live this Christmas. Three are still to come, as this week, we prepare to take over a beautiful room in Liberty department store to educate our print, broadcast and digital press on charitable giving via Give as you Live (if you’re in media and would like an invitation, get in touch!).

But one of the events has already happened, and happened on a big scale, taking over TweetDecks worldwide.

Last week, on behalf of Give as you Live, Firefly partnered with mummy blogger network, BritMums to host a Christmas-themed Twitter Party. The aim of the partnership was to engage Britain’s biggest parent blogging network with our easy way to increase digital donations for UK charities. With Give as you Live, thousands of stores will donate money from online shopping baskets to a nominated charity, at no cost to the consumer.

Using the hash tag ‘xmastips’, BritMums started the Twitter Party discussion, encouraging tweets of advice for getting prepared for Christmas amongst their mummy blogger community.

Within an hour, almost two million (1,945,462) impressions were achieved, with 1,040 participants in the conversation. Thirty minutes into the hour-long Twitter Party, #xmastips was trending worldwide at number two, and @giveasyoulive had received 195 related direct tweets.

Like any good party, the buzz continued long after the event itself. Tips were continually being posted after the party ended. Conversations on the topic and related links continue to this day. And most importantly, our clients have seen hard business results. Give as you Live enjoyed a significant uplift in hits to their website and an increase (by more than 100) in Twitter followers. During the day of, and days immediately after the party, Give as you Live’s average daily shoppers increased by 65 per cent.

With the Twitter Party, Firefly helped Give as you Live to own the Christmas shopping conversation, which so many big brands are clamoring to be a part of.

And like any good party, we were talked about. You can read about the Twitter Party success in PR Week’s Week In Technology.

Want to get involved?
So do Vogue, who are working with Give as you Live to power online charitable donations during Online Fashion week, as well as Mumsnet, who have created a Give as you Live Christmas gift guide.

This Christmas, like us, you can create your own Give as you Live Wish List. With your Wish List, you can both request the gifts you want and specify the charity you want to benefit. Then, when anyone buys an item from your Wish List through Give as you Live, a donation of up to 10 per cent of the cost of the gift will go direct to your charity of choice. All this, without costing the shopper a penny more, since it’s the retailer who gives the donation.

And for that extra bit of festive cheer, Firefly urges everyone out there to do their shopping through Give as you Live this Christmas. That’s Christmas partying the entirely guilt-free way.