Hill+Knowlton Strategies

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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When Indian captain MS Dhoni fired a delivery from Sri Lankan seamer Kulasekara back over his head for six, it sparked scenes of unbridled joy for more than one billion Indians around the world.

For Adrian Phillips and myself – who spent seven weeks working in the subcontinent – is was the cue for us to return home.

Working in partnership with a small boutique sponsorship agency called Radar on behalf of ICC Cricket World Cup sponsor MoneyGram, our role was to activate their in-stadium sponsorship during the tournament.

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I had an opening riff all worked out for this week, webmongs, but that was before I saw this amazing news story. Poor the confused,  sweaty-palmed masturbators! That aside, though, it’s been a relatively uneventful 4-day week, apart from the British press redeeming itself slightly for Gareth Barry John Terry Ryan Giggs-gate by actually doing some proper investigative journalism – which, inevitably, led to literally nothing changing whatsoever in the no-way-at-all-corrupt HQ of world football; and perhaps from the best story likely to appear in print anywhere in the world in 2011. Oh, and if you were traumatised by goats as a child (and let’s be honest, which of us hasn’t been) then THIS IS YOUR MONTH.

The rest of you, though, for whom it is NOT your month, will simply have to content yourselves with the following collection of webthings. Apart from The Man – for it is always his month.

Alice Was A Lot Less Innocent Than Is Often Presumed

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I really shouldn’t be writing this, you know. I should, instead, be continuing to whore my brain out for The Man – but instead I defy him in order to…er…waste a couple of hours knocking this rubbish out JUST FOR YOU! I expect you all to contribute to the ‘feed and clothe Matt’ fund once the near-inevitable P45 finds its way to my desk.

Perhaps, though, The Man is still basking in the warm, fuzzy, near-post-coital aftermath of THAT WEDDING (or maybe he’s still cleaning up, or possibly reflecting on the appropriateness or otherwise of letting the peons daub a car with their messages of support to the happy couple), or perhaps he’s still singing along triumphantly with most of America (but not, it must be noted, all of America). Perhaps he’s wracked with uncertainty as to the outcome of the AV vote (he’s not. Noone is. Not even this poor git). Maybe he’s at home, polishing his small pewter figurine of John Paul II. MAYBE I WILL GET AWAY WITH IT! Webmongs, I am infused with the slightly shaky feeling that you get after a sudden rush of adrenaline or a couple of grammes of plantfood (speaking of which, this is my favourite response to this week’s BIG NEWS STORY- who says drugs are bad for you?); as a result, this week’s Web Curios will most likely have the slightly sketchy, pasty feel of an NA meeting (but without the relentless, self-absorbed confessionals). I hope you enjoy it as much as I don’t enjoy the inevitable, grinding, post-Curios comedown.

Batman had met his match

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HELLO! This Friday marks what, as far as I’m concerned, is the end of the last working week in April. Next weekend we have death, resurrection and ceremonial chocolate sweats; the weekend afterwards we have a nation descending into drunken, vomitous chaos in the name of a patriotic spirit long-forgotten (oh, and there’s a wedding happening too). As a result of people indulging in this sort of behaviour, it’s unlikely any of us will have got over the jaundice before May at the earliest (NB – Web Curios does not condone excessive drinking unless it’s as an expression of royalist fervour, in which case go for your lives webmongs).

But that is all before us. Here, we look back – back at the week that was on the internet, a week in which people got very upset about a 17 year-old London woman’s *ahem* full and frank discussion of her personal life on a rap freestyle (NB – it really is full and frank and very NSFW); in which, through listening to this man’s voice, I learnt that I occasionally get this; in which I totally failed to get on a plane to Amsterdam to deliver a presentation at a conference (thus incurring a debt to The Man unto the bargain); in which it was proven that £50million does not always guarantee quality;  that it’s entirely possible to make clothes from blow-up dolls; and in which a former boss of mine was bathed, naked, by a strange, bearded man in the name of art. It’s been interesting.

As a result of the imminent HOLIDAY, this week’s Curios is going to be relatively light on work-related stuff. Obviously, though, it’s all still GOLD. ENJOY, DAMN YOU.

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@ThomasCrampton and Sir Martin talking about the state of digital at #streamasia [twitpic]
- @jasonoke

Now, I am partial to Ignite, but this is the can’t miss session at Stream. Like his talk last fall, this isn’t a documentation of all Sir Martin had to say, but rather what his audience here found most worth tweeting (that I was able to capture). So it is a tad agency-centric.

Never a bigger audience or more attention for the post lunch graveyard shift. An hour with Sir Martin.
- @jonnylang

Sir Martin Sorrell on stage @ #streamasia. It’s been a bumper year for WPP.
- @JonathanNguyen

Update: Here’s an offstage interview from the event where Sir Martin talks more about social. Check what he says about PR agencies.

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The answer of course, is no, it didn’t, although some mainstream commentators are getting a little excited about it. There’s no doubt that new media and digital channels like Twitter and Facebook certainly played an incredibly influential role in the events in Tunisia and in the downfall of President Mubarak, but a little perspective is probably needed.  

Social media is invaluable as it offers a new spectrum of platforms, or channels, for communication with either local, regional or global networks. Not easily shut down and offering immediacy transparency and exchanges of information, it allows an easy flow of information, both good and bad.

Charlie Beckett, Director of the POLIS think tank at the LSE offers some words of wisdom on the subject here. He argues that when looking at the Middle East, social media could actually now be a really useful indicator, or even predictor, of political change. He also rejects the causal link arguing real important pre-conditions for any revolution will always be socio-economic.  

Mr Twitter himself, Biz Stone, also argues that social media plays a supporting role but not a starring one. “How a revolution comes to be is a mystery to me. It’s important to credit the brave people that take chances to stand up to regimes. They’re the star. What I like to think of services like Twitter and other services is that it’s a kind of supporting role.”

As I write this piece, Colonel Gaddafi is now refusing to stand down in a defiant speech being shown live on Libyan state television (shown in UK thanks to the BBC!).  So let the social networks in Tripoli play their role – but just please don’t call your next born ‘Facebook’.

So this was the week that the UK decided to go ‘a bit French‘. Not in terms of Gallic chic (for which this is the first Google images result, proving that a) the Daily Mail are really good at SEO and that b) they are idiots in most other respects), but in terms of popular protest (NB – Web Curios in no way condones the dropping of fire extinguishers onto the forces of law and order). Far be it from me to opine on the rights and wrongs of the student demonstrations – other than to say that VIOLENCE IS NEVER THE ANSWER, KIDS – but to those who are drawing parallels between this week’s demonstrations and the poll tax riots of the late 80s: well, you’re wrong. It wasn’t riots that got the poll tax abolished, you idiots; it was the fact that everyone refused to pay it and, much as she would have liked, Maggie couldn’t put everyone in jail. These student protests (and I’m willing to bet on this, should anyone fancy a wager) will change about as much as the demonstrations against military action in Afghanistan and Iraq. Sorry kids, but it’s true.

[An aside: someone I know was once punched in the face by their dad for daring to suggest that the French had the right idea when it came to protesting about stuff. Now that's a family dispute]

What else? Oh, yes, the British judiciary demonstrated that the law is an ass yet again yesterday, as Paul Chambers’ lost his appeal agaist conviction for telling a joke on Twitter. Take a moment to consider that, webmongs – you can say something to someone in jest, and now be liable for it. It’s just mental, frankly. There’s no way in hell that this won’t eventually get overturned – it’s just a question of the law needing to catch up with the world – but it’s a bit of a scary thought nonetheless. Let’s all go and bomb an airport in protest (NB – Web Curios in no way condones or encourages terrorist activity against airports or indeed any other locations. Except, perhaps, Swindon).

Sorry, that was all rather worthy, wasn’t it? Erm. Let’s take a moment before delving into the past week’s webthings to relax, purge our minds of all this SERIOUS STUFF, and contemplate the best news I’ve heard in ages – i.e. that Pulp are reforming. Go and read this essay dissecting Common People, and come back when you’re done. Or, er, don’t. Sorry, that was very bossy of me.

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The problem with leaving two weeks between Web Curios, webmongs, is that I completely forget what’s happened in the world since the last one, leaving me rather shy of material for the (admittedly second-rate) opening paragraphs. I know, for example, that this week’s been particularly good for The Man (you don’t want to know why I am so aware of that, trust me), that a very rich, very stupid man was going to leave his job and then decided not to and that this inexplicably dominated the news agenda for 72 hours, that we are effectively going to have a really, really unpleasant decade (it’s true – even The Man Who Knows Gordon Best said so), and that Mexico is probably the most frightening country on earth right now (don’t click on those words unless you have a strong stomach – some very, very graphic photojournalism that way lies). Oh, and the entire nation appears to be gripped, once again, by a second-rate karaoke show and what appears to be a showcase of the very worst human beings on the planet (in fairness, though, my esteemed colleague Dave is doing a rather nice episode-by-episode blog of that).

[A brief aside - can someone explain to me, please, what the appeal of the X-Factor is? I am genuinely baffled as to why millions of people seem to find entertainment in watching music that was mediocre to start with being sung appreciably less well by people with less talent than the original artists, many of whom have fairly obvious and somewhat troubling personality disorders, on a set that looks as though it was designed by the same people who designed the wrappers for Quality Street chocolates, presided over by a group of people who, as a result of consistent public attention and adulation, are now of the mistaken belief that what they do matters and should be the subject of public debate, all in order to basically inflate the already gargantuan income of a man who's almost singlehandedly responsible for everything that is wrong with the last decade of this country's musical output? (I wonder if he and The Man are friends?) WHAT IS WRONG WITH YOU ALL ARE YOU ALL IDIOTS WHY CAN YOU NOT SEE THAT I AM RIGHT AAAAAAAAAAAAARRRRRRRRRRRRRRRRGGGGGGGGGHHHHHHHHH. Feel free to respond in the comments if you have any arguments that might persuade me that the IQ of the majority of the UK population is in double rather than treble figures, and that that is borne out by the its televisual habits]

*Ahem*

Of course, though, that all pales into insignificance compared to stuff that people have done on the internet. Here is some of it.

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You may have noticed (or you may have been blissfully indifferent to) the fact that Web Curios has been absent for a while. So much has happened! I went to Rome! The visit of an old German man in a bulletproof car led to a rash of increasingly lazy and unfunny paedophile jokes! It was discovered that Bono’s not really making AIDS history, but is instead carrying out really, really crap (not to mention crass) direct marketing campaigns! Pea-headed footballer Stephen Ireland did wonders for the reputation of footballers everyhere by opening the doors of his lovely, tasteful, understated home! Truly, it has been a time of wonder and miracles, and it is a wonder we are not seeing rains of fish or frogs as a harbinger of the coming end times.

Ach, who am I kidding? September’s been a horrible month, webmongs, and I for one can’t wait to see the back of it. All I can say is that I hope the past few weeks of your lives have been better than the past few weeks of mine. Anyway, enough maudlin whinging; I’ve got nothing this week, ‘comedy’ intro-wise, so on with the webrubbish. ‘Enjoy’.

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