DummySpit

Archive for April 2007

Media myths report shock – people like local media

Posted by: Tom Watson on: April 25, 2007

The recent report – Media Myths and Realities – from the Ketchum public relations consultancy about media trends in the US made for interesting reading, as it sought to allay what it sees are myths. The most interesting of them was the continued importance of local media, which in the US means the major metropolitan dailies [...]

Reputation risk – and asking the wrong people

Posted by: Tom Watson on: April 19, 2007

Recently, Weber Shandwick Worldwide (WSW) announced its latest research on reputation loss with the claim that “CEOs receive nearly 60% of the blame when company reputation is damaged”. That seemed to be a useful enough “wow” factor to headline the report and support the marketing of WSW’s reputation management consultancy services. And to make it [...]

What are the priorities for future public relations research?

Posted by: Tom Watson on: April 18, 2007

I’m about to conduct a Delphi study into the priorities for public relations research over the next 10 year and have identified 24 topics that could be studied. The list, which is not in a priority ranking, has been drawn from previous studies, conference and academic papers, and by monitoring offline and online articles and [...]

Will “search marketing” take over PR?

Posted by: Tom Watson on: April 13, 2007

In his latest white paper* the British media services operator Daryl Willcox offers a scenario 10 years hence in which search marketing has replaced public relations as the major “below-the-line” communication method. As well, he suggests PR spending will be at an all-time low, while companies are spending 50% of marketing budgets on online activity; [...]

Buzz marketing – an ethical “black hole”

Posted by: Tom Watson on: April 8, 2007

Following on from my post on SimplyCity, it is notable that the latest edition of The Economist reports on buzz marketing which is the close cousin of WOM sites like SimplyCity. In the article “Building buzz” (p.76 of the UK edition), it points to the problems of control and ethics that are implicit in buzz [...]

Replacing AVEs

Posted by: Tom Watson on: April 7, 2007

In commenting on my blog, Time for awards to ban AVEs, Simon Wakeman asked, “The big question I grapple with is what are the measures that we can replace AVE with? Given the fixation with measurability and accountability how can PR prove its worth alongside other more easily accountable disciplines?” So this blog answers that question and [...]

SimplyCity – a world first for WOM blogs?

Posted by: Tom Watson on: April 5, 2007

The concept of a marketing-led community has moved on a stage in the UK with the launch of SimplyCity by the London PR consultancy Kaizo, led by Crispin Manners. You can find it at www.simplycity.me.uk. Developed for the non-cosmetics cosmetics brand, Simple, it aims to recruit participants – called “advisers” – who will comment on [...]

Time for awards to ban AVEs

Posted by: Tom Watson on: April 5, 2007

Just when you thought that Advertising Value Equivalents (AVEs) had been buried as invalid measurements, they pop up out of the ground.In the UK, the Chartered Institute of Public Relations (CIPR) has led the way in promoting best practice in public relations planning, research and evaluation with its PR Evaluation Toolkit which has appeared in [...]


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