Wildfire Tech PR Blog

Robot doctors – a tech step too far or a lifeline for patients?

Posted by Kat Farminer on May 13, 2015

Telemedicine_ConsultAs someone with recent, first-hand experience of using the NHS, I have to say I was impressed. But it also left me reimagining the whole organisation in my head and how technology could make the world of difference to my experience.

Just to caveat, I’m not talking about advancing medical science here. The fact the I can have an operation, not feel a thing and wake up safe and sound the other end was mind-blowing. I’m talking about the admin of it all. I’m sure it cannot just be me that is left tearing my own hair out by the utter painful tedium that is dealing with NHS administration.

I’m not saying that technological advancement is going to change established routines overnight. But even on these brief visits I witnessed several ways I believed the process could have been sped up by embracing the digital world that most other industries adopted long ago.…

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Why aren’t traditional PR tactics enough any more?

Posted by Debby Penton on May 06, 2015

Unknown“Traditional” has become a bit of a dirty word in PR terms. It implies the reliance on old school tactics in today’s complex media environment. And while I would agree that it’s just not enough to rely on the traditional tactics to cut through the noise for clients these days, I thought it would be worth exploring a couple of these traditional tactics to see what’s changed.

Press releases: Dead or alive?

The humble press release has been much maligned in recent years, and we have seen many proclamations that it is in fact dead. It’s not, it’s very much alive, and will continue to be so. Try picking up the phone to a journalist and selling in a story. If they are interested then nine times out of ten, they’ll ask you to send over the press release. (They may also ask you to do this if they are not interested of course, as it’s a nice way to get you off the phone.) It helps them assess the value of any story quickly (they read headline and first paragraph if you’re lucky) as well as providing key facts and attributable quotes.…

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Blurred lines: the marketing, PR and advertising mêlée (not the Robin Thicke song…)

Posted by Sanjay Dove on May 05, 2015

imgresI was once told that the difference between PR and marketing was thus: marketing is the art of saying good things about yourself; PR is the art of getting other people to say good things about you.

I’ve always quite liked this description because it helps me explain to my elder relatives, who don’t really know what PR is, what I do for a living. It’s a nice simple way for them to get their heads round the fact that I work in neither journalism nor advertising.

But anyone who thinks that statement is still true is kidding themselves, really.

While PR used to be all about producing content that got others to say good things about you in “earned” media, practices have moved on now in the digital age. First we took on more “owned” media, once owned (excuse the homonym) by marketing — like producing content for blogs, social media and white papers.…

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It’s not about the bike, Lance (but don’t forget to charge the battery)

Posted by David Marsden on May 01, 2015

800px-GPS_on_smartphone_cyclingFirst thing to say is please don’t worry, this is a technology blog – not an opportunity to preach about getting fit. I’ll leave that to our Wildfire running club, in particular my 3hr1min25sec London marathon running colleague.

It’s no big secret at Wildfire that I like cycling – a bit too much. The constant supply of Wiggle consignments of unnecessary cycling clothes and gadgets; the selection of bikes and clothing I turn up with depending on the weather, day of the week and my mood. My Twitter ID hints at my obsession, too.

And yes I love bikes and bike gadgets. For a start, the gears on my latest bike are electronic; Shimano Di2 for those in the know. It means faster, smoother and more accurate gear changes, and it makes cool electronic swishing noises that make people go ‘oooo’ when they hear it – and that’s all-important.

Bike computers are unavoidable gadgets – you’ve got to have one.…

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Hi-tech renaissance – driving a financial revolution?

Posted by Chris King on Apr 30, 2015

money_magnetHaving started out in tech PR in the late 90s I’m just about old enough to remember the brief highs of the first dotcom bubble and the great wave of IPOs and tech investment, prior to the spectacular bursting of that bubble by the end of 2000.

As a lowly Junior Account Executive, I recall being involved in the launch of “Heroes.Com: The Names and Faces Behind The.Com Era” a book by Sun Microsystem’s then Global Marcoms Director, Louise Proddow (now trading on Amazon for £0.01p if you’re interested).

A book that seemed so relevant and exciting at the time soon became forgotten and I wonder how many of those names and companies heralded in this book are still a success today? Certainly one of them, Boo.com is a story best forgotten, but then there’s Amazon and eBay whose success speaks for itself.

What characterised the first dotcom bubble for me was the power of the banks in both fuelling the boom and creating the bust, by the setting of demanding short-term financial targets that were ultimately unachievable given the pioneering nature of many of these businesses.…

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