Wildfire Tech PR Blog

On Back to the Future day, we’re still far from the future

Posted by Kat Farminer on Oct 21, 2015

Gadget Show DeloreanAs today reminds us of all the things we’re missing out on as consumers in the tech age, I think we should take a stand and focus all developer talent worldwide on helping us to relive our childhood dreams. Only when we’re all travelling to work on a hoverboard should things return to ‘normal’.

As someone working in the technology sector, I see a lot of ‘cool’ kit land on my desk or being dreamt about by the idea people, so as the day that Marty travels to in BTTF fast approaches, I can’t help but feel disappointed that more has not been done to make all of these visions become reality.

Yes, ok so we can all carry around our entire music collection in our pockets, on the same device that we can make calls on and take photos with, but you can’t seriously tell me I’m the only person who would give all that up for a flying car or self-tying shoes (I’m THAT lazy).…

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Is PR about to die ‘again’? The robots are coming!

Posted by Chris King on Oct 09, 2015

robot-507811_640Gartner’s ‘Top Predictions for IT Organizations and Users for 2016 and Beyond has been getting a lot of headlines in the tech press this week and also stimulated a bit of a reaction on the UKTJPR Facebook group.

This year’s predictions “look at the digital future, at an algorithmic and smart machine-driven world where people and machines must define harmonious relationships.” Doesn’t it sound lovely!

There are 10 predictions in all, but the one that has been getting a lot of attention (perhaps because it has an impact on journalists) is Gartner’s view that writers will soon be replaced. By 2018, 20% of all business content, one in five of the documents you read, will be authored by a machine.

New technologies that can proactively assemble and deliver information through automated composition engines are going to drive a trend from human- to machine-generated business content. Data-based and analytical information can be turned into natural language writing using these emerging tools.…

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Why it’s OK to flout grammar rules in marketing and PR copy

Posted by Sanjay Dove on Oct 06, 2015

grammar-389907_640This week, the Times starts a series of features on “grammar for grown ups”, which the paper intends to continue each day this week. The author, John Sutherland is a professor of English Literature at UCL, and puts forward grammatical conundrums for readers to think about.

The idea is to work out what the grammatical ‘error’ is in some of the world’s most famous phrases from films, books and speeches. For example, John asks what the grammatical error is in Star Trek’s “To boldly go where no man has gone before…”, George Bush’s ’92 slogan “Who do you trust”, and extracts from the Bible like “And the earth was without form, and void; and darkness was upon the face of the deep.” You get the picture.

Grammar nerds, myself included, would be quick to point out what the phrases should be if we were to be all ‘correct’ about things.…

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Volkswagen: Naughty, but nice?

Posted by Andrew Shephard on Sep 24, 2015

6468592039_dd0016cf6d_nI’ve been reading round what VW did and why its CEO was bound to be keeping a watchful eye on the door this week.

In a nutshell it literally programmed its cars to meet the US emissions test.

Fair enough, the cars work really well and they pass the regulator’s tests. The fact that when you get in and drive the cars they maybe don’t meet the standards quite so well is where the problem lies – in the alleged deception.

Software has become so important in modern electronic systems, and this shows just how significant it has become.

From what I’ve read half a million VW’s know when they are sitting in an EPA test situation, with no feet on the pedals and nobody moving the steering wheel, and simply “breathe” a bit less deeply.

Speaking as a one-time coder, from a technology standpoint, that’s pretty cool.

VW Badge via photopin

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First impressions of YouTube’s #360Video

Posted by Andrew Shephard on Sep 22, 2015

Andrew Shephard VRLast month someone fitted me with a cardboard headset running a proper virtual reality (VR) demo.

‪I was really very impressed with it, especially the way the sound location was so specific to the source of the noise on the video as you move your head. ‪If you get a chance to strap an appropriately loaded smartphone to your face, I’d say take it.

‪Anyway this weekend, being a bit bored looking after my broken ankle (long story), I finally caught up with YouTube’s 360 video exploits and, although the initial content is a bit experimental, I really like that too.

‪Before you can post 360 video you need a specific type of 360 video camera (they’re all robust and idiot proof) and some processing software, but the whole concept is very much like the 360 still images that were all the rage a couple of years back. The camera records a fully spherical image and the viewer can change the point of view dynamically during playback.…

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