Are we all in “advertising” now?

While I celebrate the PR industry, many of its people, it’s growth in influence and it’s innovation, I do not dance prematurely on the grave of advertising. Any visitor to Cannes or Eurobest knows that is a foolish game.

I spent three fascinating afternoons recently as a mentor on the Campaign magazine/Knowledge Engineers’ Future Leaders Programme. The participants were mainly from ad agencies and media agencies, with the odd in house marketer. I was the only non-ad or media agency mentor. I suspect I was eyed with suspicion as well as interest. I also suspect I learned more from watching them prep a pitch than they did from me.

We talk a lot in our industry about client centricity and gaining a deep understanding of our clients’ business challenges as opposed to communications challenges. Companies and organisations don’t have “PR problems”. They have business challenges which in an always on, sceptical communications democracy, require engagement with customers and stakeholders.

Advertising has always got this. Why? Because CMOs are numbers driven business people – hence so many end up as CEOs of their companies. Their ad agencies have done the creative thing, rooted in the business opportunity. PRs have tended to focus on tactics, positive mentions, raised awareness and “Likes” rather than meticulous measurement of ROI in sales and reputation.

(interestingly some of the participants had “Business Leader” as their job title, not Account Director or Associate Director.)

Back to my observations. Firstly, a big chunk of the allotted time for the pitch prep was analysis of “the customer journey”. Deep insights and research. I suspect that there are still many traditional PR folk who think “the customer journey” is whether a shopper takes the bus or their car to the supermarket.

Secondly, more and more insights and analysis. I have blogged and spoken before about how PR has to get this right and learn from advertising. (Interestingly I recently formed a partnership with Marketing Week to conduct some research amongst UK CMOs about the state of agency relationships. 25% said they still saw their ad agency as their key strategic partner, and 22% their digital agency, as opposed to 13% who cited their PR agency. That said, many felt underserved by their strategic partner agency on insights and analytics, content, social media, and the biggest servicing let down was helping them to futureproof their business and alerting them to changes in the marketplace. So from a PR agency POV, an opportunity as well as a challenge. If we get the analytics, content and business intelligence right.)

Thirdly, for a profession cast largely around paid advertising, the teams I saw in action did not rely on this medium but saw it as just one channel in the Paid/Earned/Owned/Shared matrix. For them the business challenge, the customer journey and associated insights, the killer key insight and the engaging creative response were the main focus. Tactical execution included some advertising, but often to boost earned media (John Lewis penguins anyone). Experiential and social were also at the forefront as well as creative technology.

The new breed of advertising leaders (as opposed to the old guard wedded to client budget zapping shoots on tropical islands and 30 second spots that were usually blunderbusses and increasing are getting ignored) must feel as constrained by the traditional view of their craft as many of us in PR feel about media relations, “free media” as the Cannes old guard refer to it, “spin” as many journalists cast it, and the press release.

We were not born a profession of press release writers. For much of our past “traditional ” media was the main channel. Ditto for advertising – the thirty second spot, the DPS etc.

So, are the next generation of advertising practitioners better prepared and more attuned to the new marketing era, with all the challenges and opportunities, than the current output of PR degrees and PR industry training courses?

If advertising is, as one dictionary definition puts it, “the business of persuading people to buy products and services (or ideas)”, as opposed to the craft of producing 30 second spots etc, then are we all in “advertising” now?

PR by numbers?

I was pleased last week to be a speaker and panelist at an excellent PR Moment session on big data. This post is based on my research, talk and interactions.

When I first heard the topic I was kinda surprised – prior to a PR agency I worked in politics where research and analytics were a core currency. Been there, done that. But the more I talk with clients and PR practitioners, the more I look at PR industry evolution and talk to the (often woefully underprepared) PR people of tomorrow, the more one grasps the scale of the data & information avalanche, the more I see this discussion is live and urgent. Hence, post Cannes, a timely issue for PR Moment to tackle.

So here goes….

CAN YOU DO PR BY THE NUMBERS?

Like many other phenomena from the digital revolution, the emergence of big data is often described in a plethora of big statistics and ‘blimey!’ gee-whiz facts that illustrate its incredible growth. For example, KPMG reckons the total volume of business data in the world increased by 30% between 2010 and 2011.

Eric Schmidt of Google claims that every two days we produce as much information as had been created since the dawn of time and 2003. We also heard scary stats like the fact that 48 hours of video is uploaded to YouTube every second. Likewise 100,000 tweets generated. Etc etc.

The growth of mass information has been a catalyst for, if not the source of, a degree of introspection and self-doubt, if not occasional blind panic, within the PR industry. There are some legitimate fears. How we best incorporate data and data scientists into our industry, an industry not widely known in the recent past for a hunger for numbers?

How do we measure and sift this mass of data and where are the industry standards that measure this information? These are some of the big issues perplexing PR industry thinkers and leaders. Despite all this, a recent survey by Ragan showed that 54 percent of public relations professionals didn’t really know what big data is, let alone what to do with it.

SCIENCE & ART IN HARMONY

If data is the ‘science’ and creativity the ‘art’, we have to get the right balance between the two – they are mutually supportive, not at odds. Using data to create efficiently targeted ads that inspire no one is not progress, and neither is a piece of zany creative designed just to win an award as opposed to truly engaging people. Our clients are not in the Gutter Bar – they want our help to look at the stars (sorry, been wanting to use that gag for ages).

Big data should be an opportunity for us to improve our offering, not a threat to our creative instincts. In the words of my chief creative officer Gabriela Lungu: “Creativity is not the fruit of lucky inspiration or a one-off stroke of creative genius, but rather the result of an entire operating system; this is how we make sure we deliver creative, innovative ideas, fuelled by deep insight and analysis, over and over again”.

It’s an attitude that my firm Weber Shandwick, which has always focused on engagement, has long fostered within the business.

This was part of the thinking behind the development of our Science of Engagement brand health tracker tool. Using sophisticated research gathered from experts in the field of psychology, neurology and anthropology, the Science of Engagement offering gives brands the opportunity to explore how effectively they are engaging with their customers and the wider world, through understanding behaviours and analysing the numbers.

In advertising, data and concrete evaluation methods – along with creativity – have always been at the heart of the business. The only real restriction on a firm operating in an environment with so much data is its capacity to collect and analyse that information effectively.

But it is not just a matter of asking more questions. It is about asking the right questions. As the economist Ronald Coase once said “torture the data, and it will confess to anything.”. An over-reliance on data, gathering the wrong data, or twisting it to suit your objectives can be disastrous for a brand, company or organisation.

As I stressed in a previous post clients look to us for creative bravery. You can do PR by the numbers but the results are likely to be thoroughly disinteresting. At the core of what we do are our “incites” – the original creative thought and call to action at the heart of a campaign, based on deep and thoughtful insights.

Science + Art.

Image: Jackmalcolm.com

Celebrating our #FathersDayHeroes

Just over a decade ago my Dad died of lung cancer, aged 73. Although as a teenager I crossed swords with him, wound him up, was occasionally incomprehensible and disappointing to this hard manual working, rugby league loving poor boy from Drogheda, he was – is – a hero to me.

Born into a poor, large family in Ireland, he left school and started work in a cement factory at 13 – a year before he could legally but the practice in Ireland at the time was not to register kids until they were of working age, then lie about the birth date so they could work to support the family as early as possible. Only when his own mother was dying did he learn that he was a year younger than he thought, and had a different birthday. “Just like the Queen” he used to joke. When I was in my teens he supported my choice to go to college when relatives and friends were telling him to get me out to work ASAP.

Having met my Mum when she was visiting both their family’s Irish home town, he moved to Salford in his late twenties and started a lifetime of  backbreaking – almost literally after an industrial accident – work on what was then The Port of Manchester and the Ship Canal (now home to Media City)  as a fitter on big transAtlantic container boats. It was hard work, long hours to bring home the overtime, scrabbling around hot oily stinking ships’ engine rooms. He hardly ever complained. There was Friday night watching his beloved Salford Reds play rugby at the ground opposite our house to look forward to, and a beer with his mates.

He was a heavy smoker, liked a drink and a party and an Irish sing song. He could play almost any instrument by ear and gave me my first guitar. As kids, and encouraged by my vehemently anti-smoking Mum, we would buy him pipes for his birthday to try and get him to cut down. They would mysteriously “break” in his overalls pocket.

 

When he retired he gave up the cigs, spent time with his grandchildren, helped nurse my mum to recovery from cancer, learned to cook, watched the Reds, walked his dog. A legacy of his working conditions, he developed asbestosis on his lungs, which in time developed into an inoperable lung cancer. It killed him before he could see half his 18 grandchildren even be born.

This Father’s Day I will be donating in his memory to The Roy Castle Lung Cancer Foundation (www.roycastle.org)  and be tweeting a selfie with one of my favourite photographs of him using the #FathersDayHeroes hashtag. I know many people, including celebrities and top-followed Tweeters, will have similarly lost hero dads to this disease. And many others will just want to celebrate having their dad still with them or having survived cancer. I hope they will join me in doing the same selfie, with pic or, if lucky, with their large-as-life “hero” dad, and in making a donation to the Foundation and encouraging others to do the same. To help even more, and give the campaign greater impact and reach, I hope they will join me in signing up to support a Thunderclap (it takes literally two minutes) so we can share a collective message of support for the Foundation via Twitter, Facebook or Tumblr on the eve of Father’s Day in the name of #FathersDayHeroes. For this to happen, we need to recruit 100 supporters on Thunderclap to back this important charity and its dedicated fight against lung cancer in men and woman or all ages.

Lung cancer is the second most common cancer in men after prostate cancer, with around 23,800 new cases diagnosed in the UK in 2011. There are around 43,000 cases (men and women) diagnosed every year and it remains the UK’s biggest cancer killer.

Early diagnosis is a really key message for the Foundation. Public Health England ran a Be Clear On Cancer campaign (2012 / 2013) urging people with a three-week-old cough to visit their GP. It led to around 700 extra patients (10% rise) being diagnosed with lung cancer – many at an early stage – and crucially resulted in around 300 more patients getting surgery, which gives them the best chance of prolonged survival.

So let’s celebrate our #FathersDayHeroes in a meaningful way, the ones we have or have lost, and help more to survive.

Socialising

It has been a busy week on the social media front

Just finished three days in Sweden – one of Europe’s most digitally advanced and creative economies – with Weber Shandwick’s new friends and partners at Prime PR in Stockholm, the world’s most Cannes Lions winning creative digital PR hot shop. Reviewing the work and meeting the great and lovely people behind it was a joy, and the fulfilment of a personal ambition to work with creative wunderkind Tom Beckman and the team there. (Great case studies on en.primegroup.com.)

A few days earlier on Tuesday I was pleased to host and be on the panel for the Editorial Intelligence/London Press Club discussion on Twitter and all things future social media along with The Sunday Times’ India Knight, EI’s Julia Hobsbaum, Sky News executive editor John McAndrew and chair Charlie Beckett, director of the media and communications studies department at the LSE.

I love Twitter. As will.i.am said so succinctly, it is the pulse of the world. I get breaking news, opinion, gossip, recommendations. I share everything from thoughts on PR and music, art, food, politics, fashion to pics of my chickens.

It is a wonderful platform for sharing other social media platforms – blogs, Pinterest, Instagram, YouTube etc. Unlike the rush we all went through to acquire as many Facebook friends as possible, and years later don’t know who half of them are or care very much, I tailor my Twitter feed to the content I want, the people who interest me, the news and views sources I trust or arouse my curiosity. (Note – my 80 year old mum recently friended me on Facebook.)

In eight years Twitter has helped fuel the Arab Spring, exposed the nonsense of the UK’s libel laws, bring us news live and bite-sized without having to keep an eye on the telly captions in the corner of the office, and I haven’t seen a picture of a cute kitten falling off a bookshelf yet.

One senior newspaper type opined that Twitter had peaked and would be dead in two years. I bet some said that of newspapers when TV arrived sixty years ago. I think Twitter will thrive and evolve. Facebook is for old pals and family, Twitter is for the curious, the news hungry and the opinionated. Those traits and values never age. Others pointed to the slow down in adoption – up fifty per cent in the UK last year! – and the size of total user numbers to Facebook’s 1.3 billion.  That’s like saying the FT is a failure because it has a much smaller readership than The Sun. Apples and pears.

In my humble opinion, Twitter excels at gathering us around trends and delivering us bite-sized, real time communications. It is designed for modern life, be it media brands, journalists, politicians – Cameron would not make that “twits and twat” crack these days – celebrities, influencers, and the visually inclined, informed and opinionated citizen.

Twitter is the social media equivalent of coffee and adrenalin.

Twitter is also increasingly a platform for what my digital guys politely call “social customer service” – not just engaging with brands but yelling at them in public and inciting other to do the same when they piss us off.

(As for trolls, expose them, shame them, mass unfollow them and if necessary throw the deranged, racist, sexist, homophobic bastards in jail.)

So Twitter is most definitely a key part of the future of social media. What else?

I talked to several of our digital gunslingers at Weber Shandwick London to get their take.

  • emergent technologies around augmented reality and instant video
  • curation, aggregation, mass-sharing a la Buzzfeed will be increasingly important in shaping WHAT people want to share as well as how
  • immersion, the development of filters to help us deal with content overload so only highly relevant content – to us – reaches us
  • a continued move away from one-to-many back to one-to-one and small group platforms. Whatsapp, Snapchat and more to come
  • in marketing, big data analytics will drive a more science-based approach to targeting key audiences and groups (data will increase by 600% by 2020 – that’s every bit of data we have today, times six, in just six years!)

So, lots of exciting stuff. I’ll follow it all on Twitter.

Why don’t you come over?

Twenty years ago I had lunch with an acquaintance who was then one of the most senior ad land figures in the UK. I had been in PR for about ten years and had enjoyed the opportunity to work alongside ad creatives, film makers and planners. My first love had been film, loved visual art, design and photography. I asked his advice on switching from PR to advertising. He told me to stay put – “In ten years ad guys will be wanting to switch to PR” he said.

I recalled that conversation as I sat waiting to present the Golds and Grand Prix at Eurobest in Lisbon on Friday night. Having chaired the jury, I knew that PR agency entries had been relatively few, and only one (Swedish)  had made it Gold award status. Despite our disappointment at that fact, my team of fellow PR agency heads and creative leads enjoyed our two days of studying the work and debating the relative merits. The Grand Prix winner was a great PR campaign, even if a PR agency had been nowhere near it.

I think it is less that the ad guys are switching to PR – though some are, including on my team -  more that they are evolving to add it to their already formidable arsenal of disciplines. Another platform for their creative ideas. And in some cases, because we vacate the space – creatively, not bothering to enter or turn up at Eurobest for example – they are colonising PR.

Here are a few reflections.

1. The ad guys look like they love what they do

When ad folk, particularly the creatives, take the stage to collect an award, its like The Rolling Stones at the end of a gig. They bounce. They dance. They hug. They punch the air. There is joy! Celebration! They love what they do. They create beautiful pictures, film, stories, art. You have to admire that.

Are we as passionate about our creative work?  We need to be.

2. Our ” art” isn’t the same

Though if we are serious about content creation and engaging storytelling  it needs to start being.

We are more about ideas that others bring to life, or from an ad industry perspective (see my Dumb Ways To Die story in previous posts) we are the people who implement ad agency creative ideas. And they are starting to think, given the power of some of those ideas to burst and pop across multiple channels, that they can do that themselves. If that is what our clients chose, it  is our fault.

Digital and social media has to a certain extent levelled the playing field for us and advertising. Particularly goven our heritage of dialogue. But where are the creative technologists, the creative film making talent, the pictorial poets in our industry to help bring our ideas to life. They are elsewhere. We can and must bring in more true creatives, creatives who push the boundaries and challenge the – our – status quo, push our clients into more creative bravery as the ad agencies are already doing. But they need people with the skills to bring their creative ideas to life.

And don’t assume that ad folk are not learning the dialogue game. In some cases they are overtaking us.

3. There has never been a better time to be in PR/There has never been a more challenging time to be in PR (delete as appropriate).

When the press and broadcast media dominated our lives (only really in politics does it still,  and with demographic change and declining  trust in newspapers as well as politicians, even that is changing) we had the public relations world pretty much to ourselves. We were the publicists, the spin doctors, the reputation managers. We were powerful.

But media consumption patterns have changed dramatically in just a decade, and will accelerate as Gen Z comes of age. In the Engagement Era, the engagers will thrive.

Newspaper sales are shrinking. The number of journalists working in news media is shrinking. On the other hand the number of channels to reach and engage with influencers, consumers and citizens is exploding. The key now is engagement, not broadcasting, so it requires a different approach, and different skills and recruitment protocols, but not a crisis of self confidence in our industry.

4. You have to be in it to win it.

I have been passionate about Cannes since my first experience as a juror and Cannes Lions winner. But it goes way beyond the awards. Cannes, and Eurobest, are unique opportunities to bring together creatives from across the marcomms mix, to see brilliant work, to listen to and exchange ideas and experiences. To be inspired and challenged.

We have some great PR industry thought leadership events, in the UK and other local markets, and internationally via Paul Holmes and now a refreshed ICCO. But PR does not exist in a vacuum. Increasingly we are part of an integrated broader industry and ideas maelstrom.

We need more PR firms and PR ideas people to be at Cannes and Eurobest, as well as taking part in the awards.

5. Our future is where Art meets Science

I have said it many times and saw the same chart I present in talks and lectures in an ad agency presentation. For us the science is Big Data and Creative Technology. Collectively as an industry we lack the firepower of the ad agencies. We are trailing in this particular Space Race. We need to prove to CMOs that we are about more than “free media” and “raising awareness”. They want more science, more insights, more evidence in return for their marketing money.

Eurobest day 1 part 2

Got to the end of 117 videos and now awaiting the shortlist which will be published later. Will be rightly shot if I speak out of turn about any individual entries but here are some broad themes emerging in the PR awards category:

  • Scandinavia, and particularly Sweden, continue to dominate entries, and not just in their traditional creative social media sweet spot
  • big PR markets like the UK, Spain, France continue to be under represented in terms of entries
  • continued lack of brave thinking from PR agencies vs ad agencies, particularly in integrated
  • the “stunt” is back with a vengeance, and that vengeance is called shareable content.

Off for fresh air and coffee.

Eurobest, Lisbon, Tuesday

So the judging phase kicked off in fine style last night here at The European Festival of Creativity, with dinner in the elegant and impressive Lisbon City Hall. This is the third year I think that the festival has been held in the city, one of the warmest in Europe for this time of year ( and I am told one of three European cities built on seven hills, along with Rome and, er, Sheffield), though next year, to the sadness of our very nice hosts, it will be moving on.

Nine juries – and delighted one of my fellow jury presidents is the brilliant Matias Palm-Jensen, European Chief Innovation Officer for our sister ad agency McCann – around 120 jurors who will assemble this morning, and some 1,500 festival participants expected later in the week.

Talk at dinner centred on a couple of things (though I was sat next to the fascinating advertising creative wunderkind PJ Pereira from San Fran, who would start lovely little stories off with “I was recently shooting in the desert with Harvey Keitel ….” ) – creative places to live and work,  was PR the emergent discipline that glued all the other aspects of creative communications together, and, in a digital world how will we continue to get paid adequately for what we do.

Today my jury – a kind of Eurovision Song Contest of PR creatives though sadly lacking an entry from Ireland, which I will have to represent in spirit; where are Jedward when you need the buggers – will sit in a small room and watch around 110 campaign videos back to back to get us into the spirit of the work.

Laters!

Recognising creativity, but don’t forget great client partnership and service

I am fantastically looking forward to my week at Eurobest, where I am delighted to be chairing the PR jury and working with top creatives and PR practitioners from creative hotspots like Bucharest and Stockholm. Eurobest is another chance to celebrate the best European creative communications and engagement campaigns.

(Proud that Weber Shandwick was once again named most award winning agency in the UK, and “most creative” in the world last year by The Holmes Report.)

I love taking part in awards juries, getting to see inspiring and thought provoking work, emerging trends and at Cannes and Eurobest playing the “guess what sort of agency was behind it” game (judging is “blind” to the agency name or sector until the 11th hour).

Most awards are for campaigns, programmes fixed to a single goal or outcome, and a fixed time period, fuelled by a spurt of creative energy and a ripple or roar of Likes, eyeballs, coverage, shares etc.

But let’s not forget the often unsung heroes of our industry, the client leads and account teams who partner with clients year in, year out, often without the plaudits and greasepaint of glamorous awards events but providing partnership to their clients for the long haul. At Weber Shandwick we are as proud of our track record on enduring client relationships – 7 years on average, twice the industry average – as we are of our award winning profile.

So, let’s celebrate creative, effective, eye catching client campaigns. But let’s also celebrate great client service from our teams, and the step by step, month on month, year by year achievements we create together.

Listen to the storytellers

This week I took a small group  of my senior staff, all talented leaders in their own specialist fields who were either new to my firm, to the PR industry, or moving into new roles internally. Nothing unusual in that, we all do it all the time.

They were all successful in own right, and I and they want to be even more successful together in our business transformation goal.

We were guided  by a very talented and empathetic facilitator and coach, Caroline Montagu, who I have worked with for many years. (She is outstanding, gets marketing, gets people. I cannot recommend her enough.)

Some of the team I had worked with or known for years, others for a few short months. I thought I knew some of them well, as colleagues and friends.

Caroline got us to tell our life stories, with all the ups and downs.

It was electrifying.

Suddenly people who I thought I knew, I realised I only knew in one or two dimensions. Suddenly, they went 3D or even 4D. All through the telling of and listening to engaging, often moving, stories.

Whoever said “the personal has no place at work” was indeed a fuck wit.

We talk a lot about storytelling in our various comms businesses. But how often do we take the time to listen?

PR people especially pride themselves on dialogue, but as one PR training consultant said to me recently – we train our people to talk, but not to listen.

Taking the time to listen, really listen, transforms our view of people, ideas, new thinking. Transforms our understanding of what shapes the people we think we know, their hopes, dreams, fears and desires.

So if you are planning a team building session (and not one of those grim build-a-raft or paint balling days), please please please build in time for people to tell their story, and for people to listen to those stories. Scales will fall from eyes, enlightenment will descend, hearts will move and all your aha! moments will arrive at once like so many London buses.

My mother frets about the speed I live at, the pressures and responsibilities I juggle. Like me she loves the simple pleasure of seeing things grow in the garden. Her favourite phrase for such occasions is “stop and smell the roses”.

Let me paraphrase.

Stop and listen to the stories.

Big night for PR professionals

I was delighted to accept the award for International Consultancy of the Year at the PR Week Awards in London last night. It was a great night for me and my team, but also for the whole industry, and the best organised celebration of our collective great work and profession in the UK thanks to the leadership of new editor Ruth Wyatt and her team.

It was a great night for numerous agencies big, medium and small. It was a great night for my friends at GolinHarris who were named both Best Large Consultancy and Best Consultancy in recognition of their own bold transformation into a “new PR” agency.

It was a great night for some small and new consultancies, some of which many of us had not heard of before; for Manifest London, M&C Saatchi, Hope & Glory, Dynamo and many others.

It was a great night for senior women PRs in the boardroom with the Lifetime Achievement Award for Lucy Neville-Rolfe, and for young talent like Beth Murray from Lansons, named Young PR Professional of the Year. A great night for in-house teams at The Jockey Club, O2 Telefonica UK, The Royal Mail, Virgin Trains, SSE, Cancer Research UK etc.

It was a great night for recognising great work, great talent, great creativity and innovation which is the hallmark of the best work and thinking coming out of our thriving industry at this pivotal point. As PR professionals, whether a winner last night or not, we can be proud of the transformational work we are doing, the talent we are attracting, even if our industry doesn’t always attract the best headlines.

Usually the morning after a PR Week Awards we have a collective hangover. Today we can have a bit of a collective glow as well. This is a great business to be in, especially now given the opportunity PR has to extend its storytelling creative smarts further across the marketing and communications mix.