Skribe

PR SHORTS.

For quick snapshots on the leading stories and superstars across the global PR industry.

PR ACCELERATION THROUGH AUTOMATION

Better conversations, faster results through rich, ready media intelligence.

PR Shorts

“I thought I'd just ignore it”

There are many cases where I’m sure this is absolutely the best policy. Junk mail. A minor insect bite. An insult from someone you don’t care about. But an approach from an investigative BBC journalist isn’t one of them. When I got the crisis communications call from the company director – who I didn’t know – at 5pm the other day, he said he had less than an hour to answer eight probing questions into his business, which was already in some reputational deep water. My first reaction was that this was unreasonable. The BBC ought to allow more time to respond, especially as many of the questions were clearly complex, relating to the company’s structure, its directors and shareholders and financial transactions stretching back several years.

Get noticed, get hired

Ou wouldn’t dream of ploughing your PR or corporate comms budget into a campaign without understanding the needs of your target audience. Approach your CV in the same way. If you’re looking to work in a corporate team or at an agency, you might focus on your expertise in reputation management. But if you want to be seen as the go-to person for working with the latest bloggers, podcasters and influencers, you’ll need a different approach. Every PR knows the value of a strong, engaging headline. In CV terms, this is more about search-engine optimisation than creativity. Recruiters might search for “PR manager” or “head of corporate communications”, but they’re unlikely to search for “PR maven” or “creative diva”.

WHO? H&K Strategies

The United Nations’ specialised public health agency hired the WPP firm to help it develop a baseline measurement of public awareness and perceptions, and create messaging strategies to build trust in its advice and ensure its guidance is followed. The WHO reached an agreement with H+K at the start of May. Work was set to run through mid-June, though the pact could be extended, according to Foreign Agents Registration Act (FARA) documents filed with the US Justice Department. The WPP agency billed the WHO US$135,000 for the six-week contract. The firm began conducting research on public awareness and perception of the WHO at the start of May. In an overview of its planned work for the WHO, H+K noted “there has been criticism and assertions leveled against the WHO and media coverage that could undermine WHO as a trusted and critical information source on global public health issues.”

PR for Advertising

The Advertising Standards Council of India (ASCI) has appointed Pitchfork Partners Strategic Consulting as its public relations and digital counsel following a multi-agency pitch. Pitchfork Partners will ensure effective communication navigation for ASCI’s stakeholders to strengthen its position as an organization dedicated to safeguarding consumers’ interests. ASCI is a self-regulated voluntary organization that ensures responsible advertising. ASCI positively impacts society with its quick decision making and accountability is taken by brands towards the issues it raises for consumers’ benefit.

Weber Shandwick's diversity

Nearly two months after the start of widespread civil unrest — accelerating PR agencies' push to diversify — Weber Shandwick has released diversity data for its US leadership team, prompting CEO Gail Heimann to say: “It’s not a positive story, but it’s an important one.” According to 2019 agency stats, which are published online, Weber Shandwick’s US team gets incrementally less diverse the higher you go up the leadership ranks. Whites account for 88.9% of the firm’s executive VPs and above; 84.7% of the firm’s senior VPs and VPs; and 75% of workers categorized as professionals. Blacks and African Americans hold 2.5%, 4.1% and 5.6% of those roles respectively. Hispanics or Latinos account for 1.2%, 3.3% and 7%; Asians hold 6.2%, 5.5%, and 9.2% of those jobs.

Carlsberg's 'Mean Tweets' campaign 2

160over90 won the PR category at The Drum Marketing Awards Europe 2020 with its Carlsberg 'Mean Tweets' campaign. Here, the team behind the entry reveal the challenges faced and strategies used to deliver this successful project. Carlsberg had a major problem; people no longer believed it was ‘Probably the best beer in the world’. It had a reputation for striving to hit volume in the on and off-trade, and as a result, and by its own admission had sacrificed on quality. To reverse declining sales, 160over90 had to find a way to appeal to a new premium millennial audience distracted by new world beers and craft options.

Profit amid Loss

The PR agencies in Interpublic Group’s Constituency Management Group saw a revenue decrease in the high single digits on an organic basis and low double digits on an as reported basis in Q2, said the unit’s chairman and CEO, Andy Polansky. The numbers, which he attributed to the effects of the COVID-19 pandemic, were in contrast to Q2 2019, when CMG’s PR firms saw low-single-digit revenue growth on both an as-reported and organic basis. CMG’s PR firms include Weber Shandwick, Golin, DeVries Global, Current Global, and Rogers & Cowan PMK. It also includes marketing specialist firms such as Jack Morton, FutureBrand and Octagon. Other IPG PR firms operate outside CMG. CMG’s Q2 revenue decreased by 15.6% organically to $267.7 million. The unit’s percentage revenue decline was almost twice as much as IPG’s other reportable segment, Integrated Agency Networks, which saw an 8.8% organic revenue decline to $1.6 billion.

PR Superwomen

E4M Awards 2020 recognise corporate communications excellenceThe first edition of the exchange4media PR and Corp Comm Women Achievers Summit and Awards 2020 was held virtually, earlier today. The awards recognised the contribution and success of women in the PR and corporate communications industry. The Women Achievers Summit brought together women leaders, achievers and trendsetters to touch upon the opportunities and challenges in the communication industry. The awards aim to identify, acknowledge and felicitate women leaders who are shaping the industry through their incredible work. Through this initiative, we will also laud agencies and corporates who are doing remarkable work by encouraging gender diversity in their work culture.