Wildfire Tech PR Blog

Can marketing attribution models save PR measurement?

Posted by Ian McKee on Apr 15, 2015

The reason the old standard models of PR measurement no longer cut it can be summarised thusly: the internet.

It’s pretty obvious to anyone familiar with these old standards that they’re just not going to work in a world of blog posts, tweets, viral content and multiple screens.

If you break it down further, however, the problem is even more fundamental. Pre-digital era, the basic measurement methods were circulation, and AVE; advertising value equivalency.

PR has always been measured against the ‘known value’ of its big brother advertising (for anyone not familiar with AVE, it basically involves saying a half page of advertising is £X, therefore our coverage is £X). The irony of this being that, of course, no one really knew the true value of advertising either.

So how on earth PR’s worth was determined as an equivalent of what was already of unknown value is anyone’s guess. The metrics were clearly faulty before the internet came along and ruined everything.…

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Purdah Mysteries: The absurdity of UK election PR law

Posted by Benedict Sycamore on Apr 01, 2015

Houses of ParliamentParliament dissolved on 30th March 2015, and the start of the pre-election period known as ‘Purdah’ began in the UK. This was also the day I attended an expert panel debate on PR in the 2015 General Election, chaired by Trevor Morris, Professor of Public Relations at the University of Richmond.

The panel comprised a handful of heavyweight PR politicos who discussed several topics, ranging from the communications challenges that particular political parties and their leaders face this year, to the limitations of polling and measurement.

Amongst the panel was Sir Chris Powell, Labour’s advertising advisor for three decades. He highlighted a fact that struck me as the most absurd thing about the 2015 UK General Election:

It has always been illegal for political advertisements to be shown on television.

At first it almost makes sense; paid political advertising would simply mean political parties with the deepest pocket can secure the most airtime.…

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Six top tips for trade show first-timers

Posted by Ella Delancey on Feb 16, 2015

Lanyards and nametagsTrade shows are excellent opportunities to network, promote your company, and gather quality business leads. However, they can also be daunting places, with huge spaces, thousands of business cards and all those hands to shake. Running an exhibition stand, or just attending a trade show is hard work – especially after the first day or so!

However, Wildfire is here to help, with our top tips for surviving, and absolutely nailing it – whether you’re exhibiting, or simply just attending your first trade show. This guide may even prove useful for a seasoned professional!

Have a strategy

Walking into a trade show blind is a bad idea. Request a copy of the companies attending, and the conferences. Highlight the company stands you particularly want to visit, and make a plan. You could even set up time slots to talk to people prior to the show. Timing and organisation are key.

Don’t go alone

Trade shows are usually big places, and it’s possible you won’t see everything that you want to see.…

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A cold turkey Christmas or all teched out?

Posted by Juliet Philip on Jan 14, 2015

Off switchHow did you spend Christmas? Did you put your smartphone, tablet and laptop to one side and fully engage with the festive season? Or did you spend most of your time tapping on your keyboard or playing on your games console?

Tech PRs and journalists are notorious for keeping an eye on their phones at all times “just in case I miss something” and I would suggest that at Wildfire we are much the same.

However, this Christmas I found myself in cold turkey as I was on a cruise and at sea for days at a time with no access to Wi-Fi, except at vast expense. I had given it no real thought beforehand, despite deciding to leave the iPad behind because of lack of connectivity, and it turned out to be a shock to the system.

It wasn’t just a shock for me, but for many others too if the scores of people hunched over phones, tablets and laptops as soon as the ship docked is anything to go by.…

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P-P-P-P-PR a Penguin

Posted by Alex Warren on Dec 04, 2014

maxresdefaultWhen it comes to marketing, it takes a lot of guts to take on a brand like Coca Cola. For years, the soft drinks vendor has dominated Christmas advertising with its red trucks, animated polar bears, and suitably bloated Santa Claus. For the last few years however, a growing focus on improved storytelling has left Coca Cola’s advertising team standing out in the cold. Now, there’s a new player in town, and his name is Monty the Penguin.

For the last four years, John Lewis has dominated the Christmas airwaves with tales of friendship, family, and the “true” meaning of Christmas. This year was no exception, with the release of the retailer’s latest advertising mascot: Monty – the little penguin who just wanted to be loved.

Only one month after its launch the campaign is already pegged for multiple advertising awards, with Monty himself expected to go down in ad history alongside Alexander the Meerkat, and that grubby Yorkshire tyke from the Hovis adverts.…

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