the monthly newsletter for the Australian PR industry FEBRUARY 2013 1. Does sex sell in PR? Katrena Friel (pic right) launches guide for sales people who find sales books and training normally boring and uninspiring 2. Noel Turnbull launches blog after e‐book on PR downloaded over 2,200 times; (pic below right) 3. Simeon Duncan joins Hill+Knowlton Strategies as Director for Canberra office (below, left) 4. Melissa Chlad joins VIVA! (pic, below, centre)
Transcript
the monthly newsletter for the Australian PR industry
FEBRUARY 2013
1. Does sex sell in PR? Katrena Friel (pic right) launches
guide for sales people who find sales books and training
normally boring and uninspiring
2. Noel Turnbull launches blog after e‐book on PR
downloaded over 2,200 times; (pic below right)
3. Simeon Duncan joins Hill+Knowlton Strategies as
Director for Canberra office (below, left)
4. Melissa Chlad joins VIVA! (pic, below, centre)
Cubit’s five ways to slash the cost of media monitoring Most in‐house communication professionals and agency practitioners live with perpetual “budget squeeze”, as organizations strive to get more and more value out of every dollar. These five tips can help you shine at budget time.
1. Be brutal in reviewing your search terms
Chances are your organization’s focus has changed over the years since you first took up your monitoring service. But unless you’ve kept your search terms up‐to‐date you’re probably still receiving ‐ and paying for ‐ content that’s no longer relevant to your current communication efforts.
2. Check your monthly bill closely … every month
There are two reasons to check your invoices: a) Firstly, companies often buy extra services from their media monitor from time to time‐ but often these “extras” are
only needed for a short while. By ensuring that any additional services are turned off once they’re no longer critical to your work, you’ll avoid paying for services you no longer need.
b) Secondly, we can all make mistakes. Checking your bill every month – while the period’s activities are fresh in your mind – will help you to spot any monitoring accounting errors and avoid any overpayments.
3. Ask for a credit on any articles or broadcast pieces that are “off‐brief”
No matter how good the monitoring system, there’s always a chance that some content will be delivered that doesn’t contain any of your search terms. Whatever the reason for off‐brief content coming your way, the fact is you didn’t order it and you shouldn’t have to pay for it. Just make sure you put in your credit claims promptly to avoid any arguments. To minimize this off‐brief content, ask your monitoring supplier to assist you to set up and maintain your brief to be as tight as possible.
4. Shop around
There’s more than one media monitoring company in the Australian market that can deliver a total service. And whenever there’s competition, you can save money. One company recently “coaxed” it’s existing supplier to slash its per‐piece fees to half what it had been paying ‐‐ so the whole “going out to the market” exercise can be well worth the effort. But be vigilant; read the fine print on the contract, or have your legal folk look it over. Contract clauses dealing with automatic roll‐over, restrictions on exiting the agreement, and/or the ability of the supplier to unilaterally increase prices at any time, can all serve to bite you on the budget.
5. Be prepared to change or add suppliers to the mix to get the best overall deal for your organization
PR teams that look beyond buying monitoring services from a company because “that’s just what we’ve always done” often find that they can get much better results and spend far less than their counterparts who remain slaves to tradition. Things to consider when choosing a monitoring agency are: total multi‐year cost‐of‐service, service breadth and quality, product flexibility, search accuracy, and contract fairness. Article by Warren Weeks, Founder and CEO of Cubit Research: [email protected]
VIVA! appoints Chlad director of healthcare Award winning specialist health + wellness PR agency, VIVA! Communications, is pleased to announce the appointment of a experienced health PR practitioner, Melissa Chlad, to the position of Director. Melissa has held senior roles in global public relations agencies in London and Sydney. Most recently, she was practice director, health at Hill+Knowlton Strategies, Sydney, where she managed a number of high profile clients and award‐winning campaigns. Melissa brings more than 15 years experience in health and pharmaceutical communications strategy to her new role at VIVA! Communications where she will be supporting VIVA! Principal, Kirsten Bruce and her specialist health + wellness team. “Melissa’s experience across a broad range of strategic programs, her passion for health + wellness, and commitment to supporting and fostering junior staff should prove invaluable to team VIVA!,” said Paul Jans, Managing Director, VIVA! Communications. “She’s a great fit for VIVA!, having led cross‐functional teams and driven fully‐integrated communication campaigns involving PR, medical education and advertising. “We’re looking forward to working with Melissa to continue to grow our specialist health + wellness team and support our growing clientele,” Jans said. Melissa has coordinated countless medical and consumer media campaigns, product launches, license extensions, government and patient lobbying campaigns and patient education programs. In addition to her experience operating in the British, Canadian and Australian health systems, Melissa brings extensive community campaign expertise to her work, having spent four years working in local government and public affairs.
PR: are sales and sex similar? The PR industry is one of the many industries to still rely on relationships when it comes to their business development activities. When you engage a potential client have you been a good lover or terrible? Most people who have used PR agencies and their PR people who have been “sold to” report a “bad” experience. Highly regarded coach, trainer and consultant Katrena Friel explores the correlation between sex and the sales process.
Her book is a valuable hands‐on guide for sales people who find sales books and training normally boring and uninspiring. It has been developed as an exciting and interesting, fun, tongue in cheek training tool as well as an excellent refresher for experienced sales people. Lets face it, we are all in sales. From the receptionist to promotion staff, everyone is selling something.
“When I was writing the book, I took everything and anything sexual and overlaid good and bad sexual practices over the sales process”, said Katrena Friel. "I don’t expect the corporate decision makers to take on its principals; I want to attract individuals who aspire to be great business development professionals as well as great lovers", said Katrena. “It will teach people the difference between having a one night stand with a client, creating a long term relationship with a client as well as when your client is ready for a life long committed relationship, move in together and live happily ever after”, said Katrena. So hands up who is a great lover? Hands up who is a great salesperson? How would you like to be excellent at both? “I love selling and I never stop talking about sex. It’s one of my favourite topics. I love sex and selling and think they are closely related”, explained Katrena. “I started to explore the similarities and also took a look at the good, the bad and the ugly of selling and it seemed to me very similar to what makes for a bad lover”. “Also, I was left wondering why PR professionals are so defensive or embarrassed about being a sales person. I believe everyone is a sales person and everyone is a lover. Not everyone is a great lover and very few are amazing lovers. This is the same for salespeople (which is everyone remember). Most salespeople are terrible, can’t do the basics and the rest are ordinary”. “Once the PR industry realise that they are dating clients, having a first kiss with clients, sleeping together for the first time… they might take more care”. “More often than not, when I ask people what they feel when someone is selling to them, they report a sense that the salesperson is ‘pushing’, or as I like to call it ‘raping a client’, that is, being sold to when they don’t want it; that is trying to get into their pants against their will. Others report a sense of being rushed and pressured by the salesperson who is trying to close the deal before people are ready to accept it: just like trying to kiss someone who doesn’t want to be kissed. When you remember a time it happened to you, like I can right now, we can cringe together over those bad memories”. “Why are people embarrassed to talk about sex? I am not sure”. “My philosophy is that people have sex all the time and also sell all the time and that the two follow the same process; so lets respect selling to clients, get good at it and love it like we do our sexual partners”, said Katrena passionately. “We could probably all do with a step by step path to sex and sales excellence. So I wrote one down, I hope you enjoy it”. For a copy of the book, please contact Katrena Friel on 0412 537 053 or email [email protected] your details.
PR guru launches blog Legendary PR veteran Noel Turnbull (pic, right) has created a blog on PR to add to his popular PR e‐book. The blog is mainly about public relations with some politics and assorted other snippets. Turnbull says the blog won’t be daily as he has a busy teaching and travel schedule. Turnbull’s e‐book was published online in 2010. Launched mainly through the PR education network and word‐of‐mouth (including social media); the book has been downloaded over 2,200 times. Turnbull also writes/blogs for online publisher, Crikey, writing a regular column called “Come in Spinner”. Website: www.noelturnbull.com Blog: http://noelturnbull.com/blog/
Snippets The NSW ICAC case involving former ALP Mining Minister Ian MacDonald, his relationship with the former ALP powerbroker Eddie Obied, and various mining companies has dragged many reputations into the rough, then into gutter. Interestingly, it appears Sue Cato, CEO of PR firm Cato Counsel, is the PR operative of choice for a corporate titan wanting to fix up his reputation through media. PPR appoints Neil Collins as National Social Media Director. Collins was previously at ING Direct, an online bank. NBN PR ghostwriter departs http://www.theaustralian.com.au/business/in‐depth/author‐who‐ghosted‐nbn‐stories‐departs/story‐e6frgaif‐1226574922612 Steve Bowen departs Burson‐Marsteller Australia UK frozen food sector found using horse meat in "beef" labelled products http://www.prweek.com/uk/news/1169952/findus‐turns‐burson‐marsteller‐crisis‐brief US education company hires PR for push in Australia http://www.prweek.com/uk/news/1170085/tech‐start‐up‐general‐assembly‐turns‐33seconds‐european‐australia‐comms Netflix release of Kevin Spacey episodes in one go spells end of broadcast networks business models says top UK film producer http://www.guardian.co.uk/media/2013/feb/08/netflix‐house‐of‐cards‐tv‐industry?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+theguardian%2Fmedia%2Frss+%28Media%29 Think tank, Per Capita, offers writers prize for under 25s If you're 25 years or under, don't forget the Per Capita Young Writers' Prize ‐ get thinking and writing about policy ideas for Australia's future and you could win $3,000 and a trip to Europe. Applications close Friday 5 April.
Account wins
Porter Novelli wins Warner Bros Porter Novelli has won a new consumer client– Warner Bros Consumer Products. PN will be looking after the publicity for toys, apparel, stationery and FMCG lines from DC Comics (Superman, Batman, Wonder Woman, Green Lantern), Scooby‐Doo and Looney Tunes brands. The win covers Australia and New Zealand. Consumer Marketing Specialist, Beck Brownhill, will lead the team. The win brings Brownhill full circle in her consulting career, having started out in the industry 15 years ago with Warner Home Video as her first client. The digital side of the campaign will be led by Mandy Griffiths, PN’s Social Media Strategist.
ICON wins Hertz account Hertz Australia and New Zealand has appointed a new PR and communication agency, awarding the business to Sydney‐based ICON International Communications. Following a competitive pitch, ICON was chosen from a shortlist of agencies to handle the Hertz business in Australia and New Zealand. Hertz’s Marketing Business Partner, Monique Conheady, commented: “After careful consideration, we decided to appoint ICON, as their response to our brief, their link with global PR firm Ketchum and strong experience within the travel category confirmed them as the best partner moving forward. ICON will work with Hertz’s marketing team to deliver a strategic PR/communication program which includes stakeholder and media relations, internal communications, events and social media activity. ICON’s Managing Director, Chris Gray said: “We’re very proud to be appointed by one the world’s leading car rental brands. It was a natural fit, particularly as ICON is the exclusive Australasia affiliate of Ketchum, who manages the PR for Hertz USA and UK and serves as the lead PR agency for Hertz International.” Hertz is the largest worldwide airport general use car rental brand, operating from over 8,800 locations in 150 countries, including over 270 locations in Australia and New Zealand.
Appointments
Hill + Knowlton appoints Duncan to Canberra office Former Opposition staffer Simeon Duncan has joined Hill+Knowlton Strategies as Director, Public Affairs, Canberra. Duncan has worked in senior communications and campaign roles as a Senior Advisor providing strategic advice, training and support in the Howard Government and to three Opposition Leaders. He also developed and oversaw the implementation of the Liberal Party’s digital and social media campaigns under Malcolm Turnbull and Tony Abbott.
PRIA appoints Barry as interim CEO The PRIA has appointed Catriona Barry as Interim CEO. Barry comes to PRIA with a wealth of governance knowledge, strategic and business planning attributes, financial management, strong leadership skills, and change management experience. Barry was formerly COO of Special Olympics Australia will work with the National office and Board to position the PRIA with a new strategic direction to tackle the challenges of the market and consolidate its position as Australia’s industry body for PR and communication professionals.
ICON appoints Cooke The Icon Group (Icon.Inc and icon.pr) has appointed ex‐Fuel Agency director Paul Cooke as Director of Business. Cooke will undertake a strategic review of the Melbourne based agency to help streamline the Group’s new business development strategy and business processes. Cooke who recently moved on from his role as Director of the Fuel Agency brings a unique combination of strategy development, new business development and marketing communication skills. In his new role as Business Director, across the Icon group, Cooke will lead a strategic agency review as well as driving growth across the digital, design and PR divisions.
AMPR appoints Shell and Dawes to GM roles AMPR has appointed long‐term team members Brooke Shell and Karla Dawes as joint General Managers, working alongside Managing Director Sarah Gale to facilitate future growth for the company.
Articles
Note to HR: change social media passwords before firing PR staff:
UK music store HMV sacks workers who live tweet the whole event!
Pic from Crikey
Media news
Science publication COSMOS sold Dr Alan Finkel AM, the Melbourne entrepreneur and scientist, and his wife Dr Elizabeth Finkel, an award‐winning science writer, have agreed to acquire Cosmos Media – publishers of COSMOS, Australia’s #1 science magazine in print, iPad and online – and will move its editorial and advertising operations from Sydney to Melbourne. Alan Finkel, currently Chancellor of Monash University and President of the Australian Academy of Technological Sciences and Engineering, has purchased the balance of the company he and Elizabeth did not already own for an undisclosed sum from co‐founders Kylie Ahern, the company’s CEO, and Wilson da Silva, its Editorial Director. “After eight years at the helm, and with so much achieved, Wilson and I felt it was time to look for new challenges,” said Ahern, a long‐time magazine publishing executive who will be staying on until June 2013 to oversee the company’s transition to Melbourne.
Private equity buys B&T and others at RBI Equity firm Catalyst Investment Managers (Catalyst) has bought the Australian arm of Reed Business Information (RBI), which publishes a range of B2B trade publications, including advertising/marketing publication, B&T.
Benchmark Media launches 3 new finance publications Former Morningstar Managing Editor, Darin Tyson‐Chan set up Benchmark Media late last year and launched three new publications in February; Self Managed Super, covering the fastest growing market segment for financial planners, accountants and trustees; Financial Observer, which will tackle retail financial services and The Insto Report for the institutional market.
Tyson‐Chan is owner and publisher of Benchmark Media as well as Editor of Self Managed Super and former Morningstar journalists Kate Kachor, Krystine Lumanta and Wouter Klijn have joined him. Kate is Editor of Financial Observer and Wouter is Editor ofThe Insto Report. Krystine will be writing across all titles as Journalist for the group.
Newsmodo A new media platform, Newsmodo, is to launch next month that will bring together news creators and purchasers worldwide. Media organisations will be able to access a secure site to find the images, video and copy they want. Reporters and camera operators can submit work for sale and respond to live assignments across the planet. Members interested in registering for access to work opportunities should visit www.newsmodo.com. Newsmodo has been set up by former Channel Ten journalist, Rakhal Ebeli. Twitter launches micro short video platform allowing video posts of up to 6 seconds.
UK’s The Guardian launches in Oz: picks journo’s from Fairfax The Guardian is a unique entity in the media world – it’s run by a “Trust” – a not for profit trust, which some in the private sector feel gives The Guardian an unfair advantage, especially in the chase for online readers. On arrival in Australia late last year, The Guardian courted Fairfax journalists. Canberra press gallery journalists Lenore Taylor and Katharine Murphy will be joining The Guardian next month. Taylor will be the site’s Australian chief political editor, with Murphy as deputy political editor. The Age's veteran political journalist Michelle Grattan is leaving to join online publication, The Conversation.
Job of the Month
Digital Director, Sydney $130/$150k+ Tremendous opportunity to be a driving force at this remarkable Sydney based consultancy. Renowned for having a world‐class client list and the results and strategic thinking to match, you will join one of the most cohesive and supportive teams in Sydney and spearhead the digital comms offer across a diverse client portfolio. You have considerable digital and social credentials underwritten by significant consulting experience, natural gravitas and the ability to provide senior counsel and insight to multiple stakeholders at all levels. Probably the best digital comms role in Sydney this year…or next!
For more information regarding this role contact: Jeremy Wrench at Capstone Hill Search, Sydney on (02) 8249 4636 or email: [email protected] To learn more about similar roles or about Capstone Hill Search go to: W: www.capstonehillsearch.com Twitter: @prjobsaust
Capstone Hill Search (CHS) provides specialist permanent recruitment services to the Public Relations, Corporate Affairs and Marketing Communications industry. CHS is led by Jeremy Wrench, MPRIA, and guided by his 16 years of experience in international PR consulting and senior management. With offices in Sydney, Melbourne and London CHS, takes a truly international approach. Below is a few of the roles we have currently available: SYDNEY ROLES: Account Manager/Publicity Manager, Consumer/lifestyle, SYDNEY, $60‐70k A brilliant opportunity to get your foot in the door at this exceptional agency. If you live and breath consumer publicity, then this is the job for you! You would be working with a friendly, dynamic team for a range of top brands/clients. Senior Account Executive, Corporate / b2b, SYDNEY, $40k ‐50k This very highly regarded, strategic and boutique Sydney consultancy is looking to appoint a SAE to further strengthen its already impressive and very stable/happy team. If you have 1‐2 years experience and proven results with complex clients and/or broad stakeholder relations and are keen to work with one of Sydney’s strongest independent consultancies, this is for you. Account Manager, Consumer/food/lifestyle ‐ SYDNEY, $60/65k+ As one of Sydney’s best performing agencies with a brilliant and very happy culture, this lovely independent consultancy requires an AM with experience and confidence to work on a diverse and highly creative campaign/client portfolio. Experience within food and/or general lifestyle would be advantageous. Senior Account Manager, Consumer (Sports focused), SYDNEY, $75k‐$85k If you love major sporting events and have always dreamed of working with some of the highest profile sports organisations in the country, this role is for you. This brilliant local, independent consultancy with an enviable client list and equally impressive track record of results is looking for an insightful, mature and level headed SAM to join their growing business. Proven experience in managing and/or leading major clients, down to earth attitude and natural relationship skills required. Account Director (Consumer), SYDNEY, $110k ‐ $120+ This very well respected and ground breaking independent consultancy requires an experienced and capable consumer Account Director to support an outstanding team and exciting client list, working on highly creative, diverse and intelligent campaigns. You should have strong consumer/lifestyle agency experience and a highly engaging approach. Tech Director, SYDNEY, $150k + Due to growth in their Technology PR practice, a unique opportunity has been created for a Director to lead the technology team of one of the top PR consultancies in Sydney. Reporting to the MD, this is a business critical role, leading an established team with a high profile client base across the Australian market. To succeed in this role, you will have more than 8 years experience in technology PR, enjoy leading a team whilst developing the practice area. MELBOURNE ROLES: Senior Account Executive, MELBOURNE, $45‐65k This is a brilliant, career changing SAE/AM role with one of Melbourne’s very best consultancies, you won’t want to miss this. With world class systems and processes and a reputation for delivering amazing campaigns for a mouth watering client list, this consultancy is one of the most attractive in the city. You must be a self starter, motivated, focused and ambitious with proven results in consumer.
Account Manager, (Consumer), MELBOURNE, $50k‐$60k+ An exciting and challenging AM role in a local consultancy with national presence. Ideal for a gun SAE, this is a genuine opportunity to transition set up into a true AM role if you have proven client management experience. You have proven strategic and creative ability and a strong track record in tactical delivery and client relationship development. You should have proven experience in consultancy, and be looking for a clear path to leadership, local market experience and contacts required.
Senior Account Director (Consumer), MELBOURNE, $110k ‐ $130k+ This rapidly growing national consultancy group is looking to add senior resource to help support its client list that reads like a who’s who of major lifestyle brands. A confident team leader and senior counsel, you also have proven ability to advise diverse and large organisations and have a flair for business development. Interest and/or experience in high profile brands preferred. Consumer Practice Head, MELBOURNE, $130k Negotiable Package A rare and exciting opportunity to lead this high performing independent consumer practice. Leading a stable, happy and supportive team you will bring significant consultancy experience and solid local market networks to help drive the next stage of growth for this very highly respected agency. Charged with leading a portfolio of very high profile brands you will have proven ability to create and execute world class campaigns and deliver genuine creative flair. You enjoy and have significant proven ability to build business, and pride yourself on your team management and relationship skills. This role comes with significant and very real opportunity for further growth. INTERNATIONAL ROLES We currently have numerous roles in London, Hong Kong, Doha and Beijing. Go to http://capstonehillsearch.com/roles to find out more. Enquiries and applications should be directed to: E: [email protected] T: Melbourne: +61 (0) 3 9827 7277 / Sydney +61 (0) 2 8249 4636 / London: +44 0207 887 6526 Twitter: @prjobsaust
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