Wildfire Tech PR Blog

The right way, the wrong way, and the Segway

Posted by Ben Smith on Apr 15, 2015

5186951663_c2ece68be9_mIt has been announced that Segway, at this point the infamous developer of the two-wheeled “human transporter”, has been bought out by its Chinese rival Ninebot. Long after the hype subsided, Segway is now officially a relic. Far from revolutionising the future of transportation, it is now the “£6,000 21st-century Sinclair C5” that has been sold for parts to its nearest rival for a relatively modest sum.

You may think that the obsolescence of the originator of an essentially unloved technology does not really merit much discussion. But if you don’t experience at least a small amount of sadness at the news then I guess you just have a heart of stone.

What’s not to love about overly-ambitious-but-essentially-ridiculous technology? And when they fall flat on their face maybe we’re not surprised, but perhaps we are a bit sad that it did. I would never want to discourage the people who are prepared to dream big out there.…

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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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Forget the hype, I may have seen unified communications and collaboration utopia

Posted by Louise Andrews on Apr 14, 2015

14466920043_15d5c9ae49_nI’ve been working with IT companies in the unified communications (UC) space for a number of years and follow market developments closely.

There is no doubt the market has evolved dramatically, with analysts confirming the start of widespread UC adoption and predicting the increased adoption of UC-as-a-Service and cloud-based models.

But against this backdrop the conversations about UC haven’t really evolved. The benefits are highlighted time and time again. Workforce mobility, an improved customer experience, increased collaboration, enhanced productivity and more.

I’ve seen many instances where UC has delivered these benefits that are so often touted. It works. But I have yet to see a deployment that truly inspires me to imagine the future of unified communications and collaboration.

That is, until I received an email from the Royal British Legion (RBL) this week.

Let me set some context. As a volunteer, I’ve been running the local RBL Club in my village for about four years, looking after 300+ members in my role as membership secretary.…

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Are you going to PCIM?

Posted by Andrew Shephard on Apr 13, 2015

IMG_6003I was asked this several times the other night as we socialised with assorted PRs and journalists. “Err, no” was my default response but I’m reconsidering. I remember and enjoyed the first one and haven’t been since; these days I don’t think it really gets the profile it deserves. So why don’t I have it booked? Purely because this year my clients don’t need support there, but maybe I’ll go anyway.

Nuremberg and its Messe delivers a great venue. Well organised and not too big, PCIM gets about 8,000 exhibition visitors over three days so it’s not chaotic. Anyone dealing in power electronics or power systems, robotics or energy-related technologies will find more than enough conferences and exhibitions to fill a day or even two.

Book in advance for free exhibition entry but the conference is where the show excels for designers. If you can get in, stay in one of the hotels on the ‘wrong’ side of the central station.…

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Could we live without technology – and should we?

Posted by Ella Delancey on Apr 10, 2015

2959807121_d6315cfd1b_nWe know that technology is all around us. Nowadays it is integrated into every aspect of our lives. Although mostly championed and viewed as a way to improve our lives for the better, there is usually an argument about technology going on in the background. It’s usually people claiming that we’re all SO anti-social due to our increasingly automated world – and surely you must know that your kids are getting “tech neck”?!

While doing a spot of research around this subject, I saw a few stories of people embarking on a ‘giving up tech’ challenge. I had the fleeting notion that I could take one for the team and try to live without technology for a week. So I tried to list all the items and devices I’d have to give up for this to work.

Aside from my computer that I sit in front of every day at work, there is my smartphone, Kindle, iPod, TV; I hadn’t even begun to include totally essential items like the fridge and, of course, my hairdryer.…

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