Archive for July, 2009

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With new media continuing to gain importance in today’s increasingly virtual era, I can’t help but wonder whether, by avoiding blogging, I have been missing out on an excellent platform to promote myself. Shamefully, I don’t blog, I don’t Tweet and I barely even touch Facebook now that the heady free days of student life are over.

So I was pleased when I was asked to write a blog post in my first week of work experience at Quest PR.  I have come to the conclusion that it can’t hurt to get involved, especially when you see companies like Quest using blogging to such great effect.  Like many other recent graduates, promoting myself has been one of my most time consuming activities since coming to the end of my degree last summer.  Anything that makes this particular task easier is fine by me.

According to press coverage in the last 6 months, 2009 graduates are in a real predicament when it comes to a finding job.  I certainly know how they feel.  Having applied myself diligently to every aspect of University life, I naively thought walking into my dream job would be a doddle.  Instead, I was one of thousands of graduates who were faced with the grim reality of recession: there aren’t enough jobs to go round. Never mind that after three years of hard work, this predicament felt monstrously unfair.  Life, as we are regularly reminded, isn’t fair.

It’s a frightening time for graduates, the realisation that getting your degree is only the beginning.  We have been encouraged to believe throughout our education, that this seemingly insignificant piece of paper ensures a job will land in your lap.   The truth is far less clear cut, leading to many graduates facing an uncertain future.

What’s more, only yesterday I read an article which said that 50,000 students would miss out on University places this year due to a surge in applications. So now not only is getting a job after University a challenge, getting there in the first place is becoming increasingly tough. From the point of view of an eager 18 year old, I can imagine this situation would be heartbreaking beyond belief.

There has long been muted whispers from varied sources that there needs to be a massive shift in emphasis: rather than glorifying the degree we must start encouraging good old fashioned hard work in all its many forms. I can’t help but wholeheartedly agree. The government target of getting 50% of school leavers to University is unrealistic at best and damaging to young people’s dreams and aspirations at worst.

Whether you are doing a vocational course in catering, a degree in History of Art or an apprenticeship in engineering, the merit of hard work should never be underestimated.  You can gain valuable skills and qualifications through a huge variety of routes and this definitely does not have to always include going to University.  My advice to any young people unsure of their next step would be, find something that really interests you and get grafting; hard work and persistence are extremely valuable weapons on your armoury.

So here I am practicing what I preach; writing to you from a desk in the Quest offices, in my first week of seven, already feeling very much as if I am learning a great deal.  Great thanks must go to Quest for offering such a valuable opportunity to a disillusioned graduate, we’d all have a far more positive outlook if more companies had Quest’s attitude.  Now if only the worldwide recession will abate, I’ll be sorted.

Twitter

On March 21st 2006 Jack Dorsey typed ‘just setting up my twttr’ in to his computer –back then the Twitter prototype was only an internal messaging service for employees of odeo.com. However, from small acorns a mighty oak has grown and while it may polarise opinion there is no escaping the fact that Twitter is a tool we should all be aware of, both for generating positive PR and avoiding the negative.

So in the spirit of learning from mistakes, here are my three favourite Twitter nightmares:

The Ironic

James Andrews had just landed in Memphis and was about to make his way to the head offices of FedEx to do a presentation on the subject of digital marketing. Finding a spare moment he decided it would be wise to tweet the following: “True confession but I’m in one of those towns where I scratch my head and say ‘I would die if I had to live here!”

A FedEx employee who also happened to be passionate about his home city saw this tweet and proceeded to send it on the management of FedEx and James Andrews’ employers.

Lesson learned: Don’t publically post anything you wouldn’t be happy for everyone to see.

The Distasteful

Earlier this year Habitat decided to spam all the popular hashtag groups by sending a tweet asking members to join their database. While this is a digital marketing faux pas on its own, the online onslaught was worsened when, along with spamming hashtags including the likes of ‘apple’ and ‘iphone’ they also hit tags relating to the unrest in Iran.

To cap it all they then blamed it on an ‘overenthusiastic intern’, letting the world know that Habitat holds its digital marketing strategy with such high regard that they are happy to farm the work off to a temp.

Lesson learned: Spamming is bad, especially when you capitalise on tragic events. Also, your tweets are part of your identity, be careful who you trust with them.

The Poorly Edited

Daniel O’Brien is a journalist for cracked.com, a comedy website with a leaning towards geek culture. In his March blog he had to admit that even he had fallen foul of Twitter’s 140-character limit.

Instead of typing, as he wanted to: “I know it’s weird because it’s been out of theatres for a while, but I’ve got nothing better to do, so I’m sitting around watching that Liv Tyler movie, The Strangers, because I haven’t seen it, and I’m eating popcorn, because I’m hungry.”

He hurriedly knocked it down to 140 characters and posted this instead: “I know it’s weird, but I’ve got nothing better to do, so I’m watching Strangers. I’m hungry.”

Lesson learned: A glaring reminder to us all when cutting our tweets – they may only be 140 characters long but re-read them just as you would a press release or anything else to be published.

Has anyone got any better examples than these?

It’s good news week

Friday, July 3rd, 2009

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Bit of a dry subject, isn’t it, mate?

That was the response from a business professional while I gauged his level of awareness of the technology behind an environmental project that is about to be launched.

And while he made an interesting observation, the PR practitioner knows that what’s often dry and worthless on the outside can be liquid gold on the inside. This is an appropriate reminder of how we add value to clients.

But why do many people fail to see the story in the first place? It might be because, according to research, we are exposed to twice as much negative conditioning as positive throughout our lives. There is a time for acknowledging the negative but it’s all right to talk about good news as well.

The beauty of the PR profession – if we act with integrity – is to see something in the darkness that will sparkle once it’s brought into the daylight. But just as a good frame will help present a fine painting, the story has to be good in the first place. While I risk running away with the metaphors, when a dog bites a man, no one cares, but, when a dog bites a man, it’s news.

In researching the environmental, a whole new world of technology opened up to me. If harnessed effectively, it will help impact on most aspects of our lives, boost economies and develop create greater self-sufficiency. We just need to get the message across.

Dry subject. I think not.

This is a guest post by Mervin Straughan, Straughan Consulting

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