‘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)
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.
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.
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.
“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, herearesomerecommendationsforawesomestuffyoucandoin Londonoverthenextfewmonths (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).
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.
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 alwayshis month.
Alice Was A Lot Less Innocent Than Is Often Presumed
I am in the slightly surreal position of writing this Curios whilst our blog is in fact broken (a fact in no way due to incompetence on the part of anyone, no sirree), meaning that there is NO GUARANTEE that any of you will be able to read this sparkling prose. It’s strangely liberating, much like the fact that I am sitting here clad in nothing but a tshirt and a winning smile. I could say ANYTHING!
I won’t, of course; I need the money that webmonging provides. Instead, I will pause a moment to reflect upon a week in which it turns out that God’s not quite ready for us yet (unless of course the Rapture in fact happened and it simply turned out that He took a good look at us and thought “Actually, hang on, none of this shower is worth saving”. It wouldn’t be that surprising, given, you know, stufflikethis); in which Ryan Giggs realised that you can’t in fact sue the internet (an aside – does anyone else think there’s something STARTLINGLY VULGAR about the incredible speed at which the Imogen Thomas cash-in vehicle is now moving? The full-page Paddy Power ads in this morning’s Metro were a particular highlight; well done, everyone, aren’t we CLEVER!), thus hopefully putting an end to this startlingly tedious superinjunction business (or that’s what Giles Coren hopes, anyway. Out of interest, if I just write Gareth Barry’s name here does that mean that I go to jail too?); in which some of the most powerful men in the world met in London (and they let The Man play too!) to take part in what appears to have been the worst game of table tennis ever played; and in which over 13,000 people LISTENED TO MY VOICE – on that point, in the unlikely event that anyone from Radio 4 is reading this and you fancy mixing up your roster of continuity announcers a bit, I am absolutely open to offers. HIRE ME, RADIO 4.
I have no idea why, but I love this picture very much indeed.
Things About The Internet:
These aren’t new news, so I won’t dwell on them as you’ve doubtless read about them on some other SOCIAL MEDIA GURU’S blog, but Facebook has added the ability to tag Pages in photos (thus giving us all that longed-for ability to link to Coca Cola’s Facebook page from our pictures. Hear that sound? That’s the sound of thousands and thousands of souls, fizzing sadly into nothingness as we take one more step towards being nothing more than dead-eyed marketing shills!), and has also updated the manner in which its ‘Share’ functionality works, allowing users to share links with specific Groups / Friends. There’s nothing evil about that, I don’t think.
This IS New – Google Correlate – New cleverness from Google, allowing you to map search terms against each other to find patterns. It’s appallingly hard to explain, or at least it is for me; they do it rather better on the site, so I suggest that you go there.
Social Search and Filter Bubbles and Stuff: Both Google and Bing hace recently been wanging on about their increased commitment to integrating social into search; that is, factoring in data from your Facebook and Twitter profiles when compiling search results. WHY IS THIS A GOOD IDEA? Ok, so I’m possibly being a luddite about this, but my friends are not necessarily experts on stuff I am searching for. Just because 8 morons who I used to go to school with and haven’t spoken to in 16 years happen to ‘like’ a story from the Mail Online doesn’t mean I want it appearing at the top of my search rankings. Ok, so obviously it’s more sophisticated than this, but this is a prime example of the growing problem of filter bubbles, as brilliantly explained in this recent TED talk by Eli Pariser (it really is interesting, I promise) – that is, information filtering based on existing tastes / preferences, and the problem of sourcing that this can and does create; when the web can learn our tastes, can provide us with prioritised information based on what our friends – who are likely to be like us – are consuming, what are the long-term consequences? This isn’t a new concept – after all, people have been reading the newspaper that best reinforces their existing worldview for years – but one that will become increasingly relevant as automated curation becomes ’smarter’ (or, at the very least, more ubiquitous). Perhaps we should all make an effort to take our news from a different source each week? Just a thought.
Ana Somnia – I’ve never been a little girl, and it’s unlikely this state of affairs will change in this lifetime; nonetheless, had I been one this is what I like to imagine my dreams would have been like. An awesomely trippy website which is halfwaybetween storybook and art project, and which has one of the most captivatingly creepy and odd soundtracks I’ve heard in a while. Click and play – a lot of it’s procedurally generated, it would seem, which means each of you will experience it in a different manner.
Vorsong Iceberg Energy Water Feng Shui Brand! – I’m reasonably sure that this is some sort of spoof, but I’m buggered if I can work out of what / why. If it’s not, there are some very, very strange people marketing this water.
Er, Horseracing? – I don’t read Japanese, therefore my ability to understand what in the name of sweet Baby Jesus this is about is pretty much 0. It’s…just mental, really. Just click stuff until the race starts and watch, mouth agape, at the ensuing oddness.
Dumb Tweets At Brands – Sometimes the quality of ‘engagement’ brands can achieve through social media is of questionable value.
Alan Sailer takes amazing pictures. Click the image for more.
The HitchHiker’s Guide To The Galaxy – This Wednesday was Towel Day, and reminded me not only of the sheer amazingness of Douglas Adams’ work but also how good the original Hitchhiker’s game was. I say ‘game’; it’s more an interactive novel, the whole thing written by Adams’ himself and containing some brilliant gags and some of the most impressive / frustrating (depending on your mood) examples of lateral thinking you will ever find. Take the afternoon off and play it. You too, The Man!
Some Wordy Stuff:
Ulysses, On Twitter – Literary experimentation in 140 characters isn’t new (I covered this in a VERY early web curios, for example), but this is a really interesting experience. The idea is to recruit a bunch of James Joyce aficionados to take sections of the legendarily ‘challenging’ novel and submit them to a central account, from which they will be tweeted on 16th June as part of Bloomsday (an annual celebration of Joyce’s life and work) – as the novel unfolded over the course of a single day, so the Tweets will reflect the narrative. Will be interesting to see how it works.
Live Writing Projection – This might be my favourite thing on here this week. As part of the promotion for New Zealand’s BNZ literary awards, the opening lines of short stories were projected onto public spaces in Aotea Square, Auckland. And then passers-by started to realise that the story being written might be about them…
Motion Poems – Poetry set to animation. Some really beautiful work on here; recommended.
Katie Alves paints scenes from films on people's eyelids. This is The Nightmare Before Christmas.
VideoStuff! Enjoy – and given the fact that it’s our last bank holiday for AGES, I ORDER you to slack off for the rest of the day and watch all of them.
1) I’m opening with what is by far and away the most rubbish song I’ve featured on Curios for AGES. It’s worth it, though, for the video is all kinds of supervideogamegeekery. See how many retrogame references you can spot – there are HUNDREDS in there. I’m thinking that the audience for this is going to be primarily male. Oh, and if you do like this song then you are a cloth-eared dunce. Sorry, but it’s true. Goldfish, with “When We Come Together”:
2) This, on the other hand, is a great song by a band called Bad Lamps. The video, made by some random off the internet, features what I think is a whole host of clips from porn movies, strung together to accompany the song. There’s no nudity whatsoever, and there’s something weirdly poignant about seeing the nonsex elements of bongo movies:
3) This song about smoking has a fair bit of Johnny Cash’s ‘Boy Named Sue’ about it, which is no bad thing, and the video is very Terry Gilliam / Monty Python-esque, which is also good. Made me really want a tab:
4) Loom is a jaw-dropping piece of animation. Probably not great if you’re an arachnophobe, mind:
5) God, OFWGKTA are SO LAST MONTH. If you never found any of their output upsetting or abrasive enough then you’ll very much like Full Moon by current internet obsession Death Grips:
6) PHEW, THAT WAS A BIT MUCH WASN’T IT? Let’s come down with this, by Black Light Dinner Party. It will make you want to be a New York hipster, just a little bit. Older Together:
7) I have no idea who this girl is, but her endearingly inept (and very, very sweary) cover of ODB’s “Got Your Money” has made her my new favourite internet person. I bet she’d be THRILLED to know that:
It’s a remote control plane, THAT LOOKS LIKE A SUPERHERO. Amazing. Want one:
9) To close, this week’s eyemeltingly strange video of the week – there’s a point in this that genuinely makes me shudder each time I watch it. ENJOY!!!!
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.
This post is courtesy of Ryan Levitt ( digital consultant in our retail & food & drink teams) – a weekly recap of the ‘look at this fab digital thing’ emails that we receive at H&K – in one helpful list. (edited / adapted by me)
This first link states that social media has little direct relation to purchases in the retail space? So why should people create social media sites for retail brands then? Well, it’s a must for brand awareness, and to highlight activity around key dates and sale periods. It’s also a great platform to generate email addresses for a database – which IS the leading method to generate sales.
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).
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.
It’s a remote control plane, THAT LOOKS LIKE A SUPERHERO. Amazing. Want one:
