EML Wildfire Tech PR Blog

“No offence, but…”

Posted by Ella Delancey on Jul 04, 2014

large_2484112082It’s clearly the month to take a pop at PRs. Just before Nick Cohen jumped on the bandwagon, as covered here by Darren Willsher; we were all reeling from when Robert Peston undertook a full-on PR offensive at the Charles Wheeler Lecture this month.

In a statement reminiscent of “I’m not racist but…”, the respected economics editor at the BBC claimed “Some of my best friends work in PR!” before launching a scorching attack on the PR industry. It’s the equivalent of the barely-veiled insult: “No offence, but…”

People working in the PR industry are really outraged by his rant; he likened us all to “professional bullshitters”. Had he had a bad morning? After all, he just swept his massive tarring brush over an ENTIRE job sector.

Francis Ingham, director general of the PRCA bit back, and described the scathing remarks as “venomous, ill-judged diatribe” and “a sanctimonious few paragraphs”.

The way Peston put it, it’s as if I can just ring up my mate on a national and get them to churn out a story for me so I can meet the expectations of my client.…

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In response to Nick Cohen: PRs are not all the same

Posted by Darren Willsher on Jun 27, 2014

Alastair campbellFresh on the back of Robert Peston’s attack on the PR industry, Nick Cohen has penned a piece for Standpoint where he compares PRs as “the nearest thing to prostitutes you can find in public life.” Which was nice of him.

The article makes some excellent points and I don’t doubt for a second that those in central government are a nightmare to deal with. There’s also a real issue with the growing influence of advertisers on editorial copy and the amount of news stories that are essentially just press releases.

What’s annoying is that based on his experience of dealing with particular PRs and departments he has tarred the entire industry with the same brush. It would be like me saying all journalists are phone hackers.

Consider the following lines:

“PRs do not do what they do because a cruel world has left them with no alternative to selling their souls, but because they want to.”

“…every dandruff-ridden PR in every backwater office now thinks he is Alastair Campbell.”

“We should refuse to speak to press officers unless we intend to give them the ridicule and contempt they deserve.”

These aren’t sensible or well-argued points, these are excerpts from a thinly veiled rant at some very specific people that generalises a very diverse industry.…

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How PRs can support the B2B publishing renaissance

Posted by Joe McNamara on Jun 04, 2014

6092424291_bc4b0950e1_bI attended last month’s PRCA UK panel debate on ‘The battle between owned and earned media in B2B’. In actual fact, I’d say the title didn’t flatter the debate that took place, which went to the heart of how and why B2B publishing is a resurgent industry.

Creativity is the key

According to Andrew Thomas, publishing editor at Communicate, B2B publishing has always struggled, yet continues to thrive. He argued that the barriers of entry are low for setting up a B2B publishing project – it simply requires knowledge, hard work and creativity.

Unsurprisingly, creativity was a point that the panel kept coming back to. Joel Harrison, editor of B2B Marketing, dispelled the myth that B2B lags behind B2C in terms of creativity. In fact, he stated that B2B shouldn’t be ashamed of being different to B2C, but that ‘old school’ formats are dying. Readers expect to be entertained as well as informed and online readers react differently to the same content as print readers.…

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Want to reach tech buyers? It’s all about content and interaction

Posted by Louise Andrews on Feb 13, 2014

Social mediaAt EML Wildfire our focus is tech PR campaigns that go beyond press coverage generation to engage target audiences and incite actions that help to drive technology sales.

That’s why a recent report from Vanson Bourne, Social media: the key to buyer engagement? piqued  my interest. It presents the opinions of 300 UK IT decision makers, a critical audience for many of the tech PR campaigns we run for our software and communications clients, alongside views of tech vendors on their brand communication challenges.

Social media: the place to influence decision makers

If you’re looking to use social media channels to reach the ultimate tech decision maker then it appears you are focusing on the right area.

According to the Vanson Bourne study, senior decision makers (think CEO or business owner) outstrip other influencers of solution choice in connecting to bloggers, analysts and media on social platforms. They are also more likely to share content on social platforms too.…

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The 5 ways to make your PR more effective

Posted by Louise Andrews on Jan 29, 2014

PR Vital SignsWhat’s the secret to PR success in today’s real-time communications world? Shhh, don’t tell anyone, but I may have found the answer.

PR Vital Signs, an initiative led by EML Wildfire that launched this week, sets out a new measurement framework for PR effectiveness.  The comprehensive study involved benchmarking the PR approach of over 80 tech-focused organisations in the UK and US, through interviews and in-depth analysis.

The result? A clear view on the activities and approaches that ensure PR performs as a strategic function that impacts real business outcomes.

The PR Vital Signs study has uncovered five core areas that will ensure your PR programme delivers optimal value in today’s ever-evolving communications environment:

  1. Work in real-time. The PR profession is evolving rapidly to keep pace with changes in the communications and business landscape. It’s a 24/7, real-time communications environment. Monitor and respond to the dynamics of this landscape and focus on effective execution to ensure quality responses, particularly to the unexpected.

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