Why Piggies Need Their Backs Better Looked After: A Peek At A Better Way To Respond To News

  In traditional, ‘agency’ PR, there’s a well-established technique called ‘piggybacking.’ The idea’s straightforward enough, and is suggested well by the name: x event happens, so we produce comment on it from our client. Sound idea – but invariably terribly badly done Journalists want things they can use to take a story on to the next level, of course they do. Say the Town Hall burns down and the Fire Brigade says that it was caused by faulty wiring. It’s perfectly legitimate for electrical safety consultants to next day go to the press and suggest ways such disasters can be avoided in future – or for, say, insurers to remind us all that it’s always worth protecting yourself against the unexpected, and so on. Unfortunately, in hi-tech at least, what happens is this: Bad Thing Happens. Reporters get 100 emails the next morning – sometimes the same day – saying, ‘Oh, That bad Thing? If only enterprises had bought my

read more Why Piggies Need Their Backs Better Looked After: A Peek At A Better Way To Respond To News

Predictions are so last century. And chasms have been crossed. Did you notice?

OK, let’s get it out of the way; yes, this is a ‘2016 predictions’ blog. Only it’s not really. Well, mostly not really. (Trust me.)  What it is instead is a little bit of a provocation. I see some things happening out there in the world of B2B hi-tech PR and communication, and I like some of them. And there are things I am definitely not so pleased with that I want to see the end of. So, I dunno – maybe this is the ‘Guardian Of Your Voice’ version of the refreshed conversation you and I didn’t have on New Year’s Eve before you spent that £75 on your cab home. Yeah, that good! First off. Predictions. So last century. Come on people! Things don’t magically change either overnight or even over 12 months. What does happen is that some things blur and morph into another thing over a period of time, and there’s a moment of recognition when

read more Predictions are so last century. And chasms have been crossed. Did you notice?

The Three Most Important Things You’re Going To Read Today About The World. Trust Me!

We’ve won a big Award. Doubtless, you are delighted for us. But it’s ok.  I’m not going to bang on about it. What I am going to do is something I hope is a lot more useful: draw out the main lessons that I think this triumph of ours might have for fellow practitioners of the dark arts of B2B communication.  Which means that you will get something out of reading this, beyond just the joy of one of my regular rants. OK, joking aside: The team here at Sarum, has done exceptionally well in a prestigious, cross-industry , global competition that highlights media campaigns and ranks how well they performed. Actually, that’s only half of it. There are a whole bunch of criteria used by the judges, all genuine branding and marketing experts. So they look at the aesthetics of the work done, the look and feel of the collateral, as much as the metrics of its impact. And

read more The Three Most Important Things You’re Going To Read Today About The World. Trust Me!

The Bilingual PR: Or, Why It Really Is OK To ‘Speak Siobhan’ Sometimes

If you used any of the following words this week… get ready to be shamed. ‘Unicorn’ – as applied to a business idea, not the charming mythical quadruped. ‘Rockstar’ – when you mean an outstanding employee, not, you know, Thin Lizzy’s Phil Lynott. (Ask your Dad, if confused.) ‘Hack’ – when you mean ugly but efficient way of solving a problem… not what you do when your partner finally succeeds in getting you to attack the weed issue in the garden! Yup – you’ve been using and abusing the English language again. Which probably means you work in IT… but, to my squirming discomfort, means you are just as likely to work in B2B PR! The list comes from the latest regular cultural health check on all this from our friends at leading US business magazine Forbes. The magazine’s point; we are too keen to use jargon, clichés and meaningless but cool-sounding verbiage to make our points in business these

read more The Bilingual PR: Or, Why It Really Is OK To ‘Speak Siobhan’ Sometimes