Hill+Knowlton Strategies

On Tuesday, H+K London hosted the PRCA Technology Group meeting – The Shapeshift of Tech Media: Why, How & Where to now? Leading the discussion was a panel of tech media’s leading journalists: Matt Warman (The Telegraph), Duncan Geere (Wired.co.uk), Bobbie Johnson (GigaOM), Bryan Glick (Computer Weekly) and Mike Simons (ComputerWorld UK).

How to monetise digital content and social media integration

Matt Warman kicked off the discussion with some comments on the tech websites and the challenges the nationals face in competing with them. His view was that the nationals simply can’t match the experts and ad revenue of publications like Wired so they rely on big executive interviews as their differentiator.

Duncan Geere said that the tech media are not using the technology they write about to report stories in dramatically different ways and that they should experiment more with form and content. To this, Bobbie Johnson added that more thought is needed on how stories are developed and offered, rather than just the story itself.

Bryan Glick took to the stage to tell us how he is bringing ComputerWeekly into the digital age. His view is that publications simply can’t get away with charging for content if their competitors don’t. Also, readers have never paid for content; they have paid for the platform to access that content. Everyone agreed on this point and a couple of panellists went as far as to say that technology innovation is just what tech media need to get up to speed.  The industry is in the process of learning how to adapt content to different platforms – B2B publications in particular are often tempted to chase consumer traffic and ultimately forget their readers’ needs. On social media the consensus was that it generates minimal traffic but is essential to adding a deeper social layer to the relationship between journalists and readers.

Finally, the panel discussed the growing interest of digital audiences in the availability of long form content on mobiles devices – a shift away from the previous assumption that only short-from content was suitable.

Are tech media going in the right direction? Are they equipped to win over the digital challenges they face on a daily basis? Can they master the same technology they write about to help the industry move forward?

Check out our Twitter feed for live updates at future events – @HK_TechLabs

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Mario Morello

I am still chuckling from last night’s Funny Women 10th Anniversary Charity Challenge. 

Funny Women  encourages women to make careers in comedybut last night’s dinner had a twist.  Ten high profile women from business, the media and academia were challenged to try stand-up comedy for the first time to raise funds for 10 charities.

I was there to support journalist Rowan Pelling  who was raising funds for Children in Crisis, and who I am delighted to say was voted the winner.

While Rowan drew on her time as editor of The Erotic Review, some of her fellow debuting stand-ups treated us to stories of being the translator for verbally-challenged teens; embracing a career in computer technology; the wonders of Twitter; and battling with other people’s misconceptions. 

My personal funny moment was winning a raffle prize of a chance to host a fashion brunch for up to 10 people with The Fold London and 50% off a dress of my choice.  Needless to say I am passing this opportunity on … I’m running a mini charity auction among my colleagues today.

Funny women will also have a stall at this weekend’s Women of the World Festival on London’s South Bank, so if you’re about, why not pop by.

Launching the world’s first snore absorption room; creating the world’s biggest shave; reinterpreting art with technology; revealing the best place in the UK to bring up a family… As 2011 draws to a close, we take a look back month by month at some H+K Strategies campaigns and work throughout the year.

January: City & Guilds Million Extra

You're hired: Karren Brady+ City & Guilds' Chris Jones

To start the new year, preparations to launch City & Guilds first ever Apprenticeship Summit went underway early on. The aim of the campaign was to help ensure one million Apprenticeship starts by summer 2013.

In January, we commissioned a report to identify the barriers employers face in hiring apprentices with the findings discussed by key political and business leaders at the Summit, hosted by Apprentice star Karren Brady.

Nearly 100 pieces of coverage resulted from this campaign as well as a request from Professor Alison Wolf to receive a copy of the full report after seeing the articles to include in her Government review of 14-19 education.

February: Intel Remastered

Shortlisted for various industry awards, our Technology team created an exciting art campaign- Intel Remastered to showcase the creative application of Intel technology. The project saw 13 modern artists reinterpret iconic masterpieces using digital technology and techniques.

Pushing the boundaries of art and creating one of the most talked about art events on the year, the stories and inspiration behind classics such as Picasso’s ‘Guernica’ and Da Vinci’s ‘The Last Supper’ were retold and presented to a digital-savvy audience.

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I believe it was contemporary urban philosopher Ferris Bueller who once said ‘Life moves pretty fast; if you don’t stop and look around once in a while, you could miss it’ (NB – on reflection, I don’t know why I wrote that; I hate people who ascribe deep significance to the throwaway utterances of fictional characters. IT WAS WRITTEN BY A SCREENWRITER, YOU CHUMP). This edition of Web Curios is brought to you by the whooosh-ing sound that time makes as it flies past your ears; it seems like only yesterday that I was writing the last one of these, talking about holidays and the end of summer and stuff. All of a sudden it’s December, I’ve not written a Curios for a month (not that any of you CARE, you unappreciative whelps), and you can’t turn on the television without a famous trying to sell you stinkwater. On an unrelated note, I am yet to eat a mince pie in 2011. If anyone would like to courier some over to H&K towers, I will be very grateful and possibly do a small happy dance in gratitude; thanks (in the unlikely event that HRH Prince Charles is reading this, I am a massive fan of Duchy Originals).

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‘Print is dead’. ‘Traditional media outlets can no longer compete’. ‘Social media and its’ captains are all that matters in the 21st century’. Well maybe. But then again, maybe not.

The 'i' is one year old today (Image: Independent.co.uk)

Today is the one year anniversary for The Independent’s baby brother, ‘i’. All in all, most people would probably label it a qualified success – outselling it’s older sibling and impressing the media buyers (it is yet to turn a profit I should add though).

The birthday of ‘i’ isn’t the only milestone around either – the Evening Standard has just celebrated 2 years of going free; The Times’ paywall is almost 18 months old; and The Guardian has been running its open newslist for nearly a month now.

Each of these media outlets is battling to stay alive and find revenue in the digital world, and each of them is going about it in a very different way.

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The pretence that this blog is a weekly thing really has to stop. One month since the last one, fact fans. I’ve had THINGS TO DO. Not least going to Brussels and Croatia, where I went on holiday and did NOTHING other than read and swim and be horizontal. It was awesome, and as a result I now look less like this and more like this. No really, I do.

BUT that was then and this is now; I have returned to a world in which the internet spends all its time railing against the evil of corporations and then…er…goes incontinent with grief over the passing of the head of one of the world’s largest corporations; in which Silvio manages to somehow become even more ridiculous and offensive;  and a world in which somehow one of the members of 1980s pop combo Hue & Cry has become a consultant on games, play and ludic theory. We live in interesting times. Here are some totally insignificant bits of online ephemera to help distract you from what appears to be the total meltdown of civilisation which is going on all around us. Christ, I sound like an old man.

Socially responsible graffiti on a Croatian beach hut

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Why me...one of the questions you'll be asked

If you’ve been thinking about applying to Hill & Knowlton’s graduate scheme but not sure where to start or what we’re looking for, here are some top tips from our current crop of H&K grads, Chris, Daisy and Becca on what makes a successful grad applicant:

1. Read widely and understand your industry

PR is a broad discipline and spans many sectors, including consumer packaged goods, technology, healthcare, retail & leisure, financial & professional services just to name a few. It’s important like any other job to familiarise yourself with the industry and the sectors involved. A good starting point is to pick up with a copy of PR Week and read about the latest news and campaigns and increase your media consumption to see how brands and companies are being talked about in the press.

2. Digital ‘do’

There’s no denying that digital is important these days. Most campaigns have some form of digital element involved so it’s important to have an understanding of how Facebook, Twitter and blogger campaigns work. Research around successful digital campaigns and come armed with examples of digital work you’ve seen and liked. Even better, try and think about why they’ve worked (or haven’t) and what you would do to differently.

Also, if you’re not on Twitter already, it’s always worth opening an account and try to understand how it works.

3. Be prepared

Take a look at H&K’s website to see our recent campaigns, the brands we look after and community manage to familiarise yourself with the work we do. You can also find us on Twitter, HANK and vimeo to give you a better idea of what it’s like working at H&K towers.

4. Be a team player

We work in a collaborative environment, be it cross-sector or across different markets. If you do get invited to the assessment day, remember to pace yourself, listen to others contributions and don’t try and dominate with your own. It is difficult to ignore the fact that you are essentially competing against all other people on the day, but those who take that attitude into the team task are doomed to failure. Be prepared to work together to shine as a team.

Remember no idea is a bad idea during a brainstorm. Look to build upon or take inspiration from other ideas rather than dismissing them, and make sure all feedback is constructive rather than critical.

5. And finally…

Don’t be afraid to eat as many sandwiches as you want at lunch on the day of the assessment. Your lack of fear in taking the last egg and cress could give you a competitive edge due to increased energy levels in the second half of the day.

Good luck!

Follow the grads on:

@chrissssmith

@daisysheps

@juange18

@liyywln

“Seasons of mist and mellow fruitfulness; close bosom friend of the maturing sun…” – or that’s what Keats said. Personally speaking, I think Keats can do one, as can September and Autumn in general. Everything smells of wet dog and regret, it’s cold and miserable and it’s now just the long, slow trudge towards another season of crass mass-consumerism and endless, interminable, incomprehensible perfume adverts (NB – anyone who works in advertising who reads this, please feel free to explain to me why perfume advertising is so oblique, as I have literally no idea).

Think, then, of this edition of Web Curios as the lightbox to your SAD, the plaster to your axewound (for future reference, an unpleasant conjunction of words to Google), the United Nations to your genocide. I’m here to help. To that end, here are some recommendations for awesome stuff you can do in London over the next few months (NB – that last link is one of the best things I’ve seen in years, very much recommended. Oh, and for an interesting take on Libya, you could do worse than read this). In the real world! NOT ON THE INTERNET! Crazy but true.

But for now it’s still all about the internet. Well, on this particular blog it is, anyway. If you don’t like it, you know what you can do (though I’d prefer it if you didn’t; I’m needy, and low-to-moderate traffic figures are all that’s standing between me and a P45).

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Oh dear, I fear I may be committing to a long, ongoing series here. But as a well-known webmong always tells me, it’s good to blog on an issue and keep going at it. That’s why, after July’s top tips for Powerpoint, this week we bring you our top tips on how best to engage with bloggers.

Blogs and bloggers are a key channel. Some are extremely well read, some of them reach exactly the audience that you want/need. Most of them however are not professional, and many may not have encountered us PRs before. With this in mind, here are our tips – with thanks to Candace, Daisy, Becca, Matt and Joey.

Blogs and Bloggers are a great channel for reaching your audience - but only if you approach a blogger campaign in the right way

1. Most bloggers aren’t professionals – yes, some are dedicated, paid-up writers, and many more monetise their sites. The fact is though, the vast majority blog out of love for their subject. Many are unlikely to have been, or want to be, pestered by PR people incessantly pushing a product or service. Assaulting their senses with marketing-speak is therefore likely to lead to an instant bash of the big read ‘D’ button. Establish a dialogue, explain and justify why you’re writing to them (without the marketing-speak) and don’t push them for an instant decision.

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Well all good things must come to an end, the best man won and the winner takes it all but let’s face it, it’s not the winning but the taking part that’s important. And just like our time here with Dave as his trusted advisors, Marie and I present to you the last edition of the Apprentice Awards for the series.

Drumroll please…and the winner of the….

Walking cliché award goes to the man that does exactly what it says on the tin, Jim Eastwood. Jim also contributed to the episode’s quote of the week with a CV reading, “I’m not a show pony or a one-trick pony, I’m not a jackass or a stubborn mule, and I’m definitely not a wild stallion that needs to be tamed. I am the champion thoroughbred that this process requires.” This followed by arguably the best quote of the series as Margaret turns to him and asks, “What impression does that give me? That you’re a bit of an ass?” Classic Marge.

The Brand lives on award- From wild stallion to ponies in a field. For those following conversations on Twitter last night, you would have noticed The Brand trending worldwide. It seems like we just can’t get enough of lovable Stuart Baggs. Not only has The Brand hired himself a PR company to look after his reputation, he’s also heading to Scotland to perform a one-off stand up comedy show at this year’s Edinburgh Festival. God help us all.

Commiserations award goes to all work and no play (nor imagination) Helen Milligan. One has to question the value of tasks in this series. With Helen winning a total of ten tasks, compared to Tom’s measly three, Helen could well have been a potential winner had the series been following last year’s format; probably the most gutting form of solace anyone could have been given.

Adding to this, Marie’s ever-literal and practical hubby-to-be pointed out that actually we didn’t need to go through 12 weeks of this nonsense to get to this conclusion. If they looked at the business plans and CVs in week one, Tom would have been immediately anointed as the top of the ‘entrepreneurial elite’. However on that basis, the reluctant accountant with an allergy to verbs and prepositions, who left in the first week might have actually stood a chance given that numbers, balance sheets, and P&L were the downfall of most of the interviewed finalists (even the winner) in week 12.

But let’s face it, without the process we would have missed out on a lot laughs, cringes and reasons to feel good about ourselves.

Junior Apprentice in autumn – bring it on!