Having recently graduated from Birmingham City University with a BA honours degree in English Literature and Language, Laura has already gained a wealth of experience in both PR and journalism through various internships whilst studying for her degree.

Laura was previously editor of her university’s student magazine, as well as fashion and beauty editor and PR assistant at online publication Rookie magazine. Having written for various other publications, online and print, Laura was looking to put her creative skills to good use and kickstart a career in PR after university.

With a self-proclaimed love for second-hand finds, when she’s not in the office, Laura can usually be found wondering around vintage fairs or charity shops in search of her next bargain.

Welcome to the team Laura!

So what is it that the public and judges on the show are looking for in the winner? What is that special ‘X’ ingredient that some have but so many lack? I guess if we knew we would all be as successful as Simon Cowell (minus the high waisted trousers and dazzling white teeth).

My suspicion is that there isn’t a magic formula for the perfect pop star, which led me on to thinking about what makes the perfect PR.

Headline Communications is currently looking for a junior account executive to join the team, and whilst the ability to hold a tune isn’t a prerequisite of the role, there are some things we will expect the successful candidate to demonstrate.

So before you pick up the phone to give us a call or start drafting an email, complete with covering letter and updated CV telling us how brilliant you are and how this role is perfect for you, take a look at the top 10 attributes that we think make the ‘perfect PR’.

1. Enthusiasm and Drive – As someone starting out in PR you should demonstrate an enthusiasm for the role and a desire to succeed. We’re not expecting an “I’ll sell my grandmother to get to the top” attitude but a little bit of ambition goes a long way.

2. Be confident – It may sound a little Gok Wan, but PR is all about the confidence. PR is a people business, so if you’re a shrinking violet it’s probably not the profession for you.

3. Multitasking – The ability to keep a number of plates spinning at the same time will almost certainly be a skill you will need to master.

4. Write succinctly – The golden rule of writing in PR is don’t use five words if one will do. This is one of the most difficult skills for graduates to learn after years of writing lengthy essays.

5. Creativity – Aspiring PRs need to demonstrate creative flair, whether it’s coming up with new campaign ideas or finding new angles for stories. In PR, ideas are the currency.

6. Organisation – The ability to organise yourself and others is a must.

7. Show some passion – Cliched, maybe, but being passionate about something, whether it’s PR or a personal hobby/interest, shows there’s more to you than just work. If we wanted a robot we would hire one.

8. Have fun – Take your work seriously but remember to have fun and enjoy it.

9. Know the news – We’re in the business of news so we expect you to keep abreast of the latest issues and current affairs. How can you advise clients if you don’t know what’s happening yourself?

And finally…

10. Make a good cup of tea – Useful but not essential.

Still interested? Then click here for more information.

For companies, a good corporate reputation is built on trust, be that through the provision of good products, the delivery of services and customer relations, or just communicating effectively about what you do with the people who matter the most. This includes customers, employees and the wider community in which you operate.

These groups will build a perception of your company based on what they see, hear and experience, either through direct communication from you or from other sources, such as word-of-mouth, the media and online.

PR Strategy

To ensure the right messages are getting through you need a carefully thought through PR strategy, which will help you to engage with the people and companies you need to talk to in order to influence what they think and win their loyalty.

Your PR strategy should support your business goals and objectives, and should identify target audiences, the key messages you want to convey and the tactics to be employed.

There are a number of different PR tactics that can be used, depending on who you want to target, from media relations and corporate affairs to stakeholder engagement and social media.

Media relations

A media relations programme, for example, will help build awareness and understanding of what you do through regular and favourable news coverage in the press, be it print, broadcast or online. This is a key element of any effective PR strategy.

A PR company will be able to assist in establishing and developing relationships with your target media and journalists, as well as identify the types of news angles and opportunities that will give you the exposure you desire.

Social media should be an integrated part of your strategy, rather than treated separately, as it will be able to support the dissemination of your news and key messages or work on a more sophisticated level to engage and interact with online audiences and influencers.

A good PR company will be able to advise you on the best strategy for your business.

Remember, it can take years to build a reputation but just days to destroy it.

Thanks!

Trying to convince new or existing clients about the power of social media is always a struggle. Sat in meetings, I’ve become used to the blank looks and scratching of heads as I start talking, in simple terms, about Twitter and Facebook, the importance of engaging with online audiences and business benefits of implementing a social media strategy.

Thank god then for Tippex and whoever the genius agency was who thought up their YouTube ‘tippexexperience’ Channel viral ad campaign.

The video, entitled ‘A hunter shoots a bear’ is posted on what looks like Youtube’s site and shows a hunter just about to shoot a grizzly bear (or rather a man dressed in a bear costume). But as he’s about to pull the trigger the hunter reaches out of the screen, picks up some Tippex and uses it to cover up the word ’shoots’ in the title of the video. As the viewer, you are then asked to fill in the blank space with another word, sit back and watch as the bear and hunter play out the scenario of whatever word has been entered. For example, if you write ‘dance’ they dance together; write ‘fight’ and they have an onscreen punch up, and so on and so forth. The message is that you’re able to re-write the story, just as Tippex allows you to re-write something if you make a mistake.

It’s a clever idea, which not only strengthens their brand message but does it in a fun, interactive way. Not only that but no sooner had the link to the video been posted on Twitter was it doing the rounds amongst the Twitterati and quickly became a trending topic on the site.

It’s the perfect example of a well executed viral campaign and demonstrates the power of social media. Next time I get quizzical looks and scratching heads I’m going to use this as an example. If nothing else it will get a few laughs.

Take a look for yourself  http://www.youtube.com/user/tippexperience

For years men have had to put up with the constant remarks and ridicule from our female friends on our apparent inability to do one thing whilst concentrating on another.

So I was heartened to read Ofcom’s latest report on media consumption, which revealed that when it comes to media multi-tasking men are just as good as women.

According to the report, we Brits are masters at media multi-tasking, juggling several types of media at any one time to satisfy our appetite for information. Whether it’s watching TV or listening to the radio while surfing the Internet at home or work, media takes up 45 per cent of our time. Although, according to Ofcom, the actual amount being consumed is even higher, thanks to mobile computing and the ability to surf while we roam.

Whilst the study doesn’t actually go as far as breaking media consumption down between men and women, it does reveal that those between the ages of 16 and 24 are particularly adept at juggling multiple media tools, and are consuming more media than any other age group. Not exactly a revelation.

Apparently, the over 55s still prefer to use more traditional forms of media, with TVs and radios accounting for 67 per cent of the media they consume. The 16 to 24s on the other hand have embraced new technology, with computers, mobile phones and handheld devices making up more than half (58 per cent) of their media diet. Again, this isn’t exactly surprising.

Of more interest was the amount of time users spent on social networking sites. According to Ofcom, the average user spent around six hours and 30 minutes on Facebook in May 2010, compared with nearly one hour 30 minutes for users of Google and nearly two hours for those using MSN. Twitter was the second most popular social networking tool, ahead of MySpace and LinkedIn, with traffic to its website up 56 per cent in the last year.

One of the reasons for Facebook and Twitter’s growing popularity could be the increase in business users on the sites.

No longer just a means for sharing holiday snaps with friends or telling the world what you ate for breakfast, Facebook and Twitter have become important business tools, providing companies with the ability to share corporate news and information with a global audience at the touch of a button. 

They are also invaluable tools for the PR and marketing industry. Client press releases can be distributed to a wider audience; the latest offers and promotions can be spun out to consumers; advice can be administered; brands can be built and advocated; and negative press can be monitored and managed.

For the modern day PR then, the ability to multi-task is a prerequisite of the job. For example, while writing this blog I was checking my email, Twitter, Facebook, Google Alerts and LinkedIn. 

So, sorry ladies, men might not be able to multi-task when it comes to holding a conversation while watching the football on TV, but where social media is concerned we’re more than capable.

Blissfully unaware of the fate that was to befall England in the knock-out stages of the tournament, more than 40 guests, including clients and journalists from the local media, gathered at the Sun on the Hill, on Bennetts Hill, to watch messrs Gerrard, Lampard and Rooney carve out the narrowist of victories,  beating the Slovenians 1-0 to take them through to the last 16.

The celebrations, however, were short-lived as England’s World Cup dream was shattered for another four years in the next round by bitter rivals Germany.

Still, we got to enjoy it while it lasted, as the picture’s from our event demonstrate. 

Matt Taylor (Headline Communications), Lara Day (Want Space Got Space) and Paul Sargent (Brewin Dolphin)

Simon Horan (Savills), Dawn Roberts (Headline Communications) and Lisa Hunt (Savills)

Paul Slinger (Mills & Reeve), Andrea Jones (Beam Construction) and Andy Passmore (BWB Consulting)

Alun Thorne (The Birmingham Post), Darren Walker (Cobbetts) and Surjit Soundh (Mills & Reeve)

Ben Burton (Shaylor), Andy Coyne (Midlands Business Insider) and Ian Kilvington (Shaylor)

Angus Turner and Amanda Porter (both Mills & Reeve) with Tim Hurdiss (Deeley Properties)

Martin Guest and Ashley Hancox (CB Richard Ellis)

Pictures by Anthea Bevan Photography (www.antheabevan.com)

At the time you thought nothing of it but the next time you’re in Waterstone’s (other good book stores are available) the name of the book suddenly pops back into your head. The next thing you know you are stood at the till with a copy of it in your hand. Congratulations, you’ve just succumbed to the marketer’s latest trick up their sleeve – subterfuge marketing.

That innocent conversation you witnessed on the train wasn’t as innocent as you first thought. It was for your benefit and was played out by two actors paid by a marketing agency to sit on the train and discuss the book at length for other passengers to overhear.

It’s a sneaky tactic, but one that more and more canny marketing companies are using to promote their clients’ products, be it books, clothing, music or the latest coffee brand to hit the high street.

Sony Ericsson, for example, notoriously used subterfuge marketing to launch a new camera phone by hiring teams of actors pretending to be tourists who wanted to have their photo taken.

Gone then are the days when we were told, “don’t believe everything you read”. Now it appears that we can’t believe everything we read, see and hear.

So why are brands using subterfuge marketing to sell to us? Basically, it’s because we don’t trust or like advertising anymore. According to research, the average Briton is bombarded by 3,000 marketing messages a day and fewer than 15 per cent of British adults trust adverts. As a result, brands and their agencies have had to employ new tactics to reach their target audiences.    

Today it’s all about targeting, infiltrating and influencing conversations, whether it’s on the train, via email or using one of the many social media tools such as Facebook, Twitter, MySpace, Bebo etc. Rather than shouting at consumers, it’s about engaging with them.

Employing actors to pose as real consumers may be the new thing but marketers having been using stealth and subversive marketing tactics for years. Take for example viral emails, product placement and celebrity endorsements. All are designed to lull the consumer into a false sense of reality.

And now, with the advent of social media, that reality has become even more blurry.

Twitter is a good example. Does John Smith really love Starbucks’ tall, extra shot, whipped cream, skinny, vanilla, soya latte that much, or is he being paid to say he does? Does Jim456 really think his new Nike trainers are like “walking on air”? Maybe, but I guess we’ll never really know.

What we do know is that consumers are becoming increasingly attuned to and sceptical of marketing messages. The challenge for brands and marketing agencies is coming up with new ways of influencing their audiences. For consumers, it’s deciding who to trust and who to believe.

So the next time you buy a book, think back to the last time you were on the train. Your decision may have been influenced by a couple of actors. 

ENDS

CBRE’s Ashley Hancox emerged from a ten hour “power nap” especially – he went to his hotel on Wednesday night for 40 winks and failed to wake up until Thursday morning. Must be the Lee Evans-look-alike’s new job, as regional head of offices, taking its toll.

Tom Bloxham of Urban Splash turned up for pre-dinner drinks, but either didn’t like the seafood on offer or had a more pressing engagement, as he didn’t stay for lunch. Still, his suit left a lasting impression. One wag quipped it was from Stevie Wonder’s new clothing range.

Peter Crowther, of Bruntwood, was a popular attendee, as he has a war chest for acquiring office space in Birmingham. He said he loved coming to the city as it is “always sunny”.  Peter hails from Manchester, where, as we know, it’s always raining. Perhaps this is the elusive new marketing campaign Birmingham has been looking for. I can see it on a banner draping provocatively from the AWM apartment next year, right opposite the Manchester balcony: “Birmingham: it’s always sunny. Ha, ha”.

Mike Whitby’s speech was, as usual, passionate and upbeat. Though there was some concerns over the number of city transport projects in the pipeline. Apparently, on the Birmingham stand in the exhibition hall this morning he announced there were nine. By lunch this had reduced to eight. Let’s hope the New Street revamp is still on track.

Word has reached me of Birmingham’s Alternative MIPIM event, held yesterday at Anderson’s Bar and Grill. More than 100 attendees by all accounts, including Dom Stokes and Jon Andrews from Stoford, who flew back specially from MIPIM to do the double. And why not? Because as we all know, while it’s 19 Degrees in Cannes, it’s always sunny in Brum.

The very polished Nick Axford, head of the firm’s EMEA research team, said there is cause for optimism, as the investment market is picking up.

Apparently, retail property is being highly sought after across Europe, with shopping centres topping the list. Girls, just imagine hubby coming home and saying: “Darling, I’ve bought you a shopping centre”. Sigh.

Nick also said that sentiment at MIPIM this year had improved. Of course, that is anecdotal, rather than based on the in depth analysis and professional insight of CBRE’s research team, but it is a view I’ve found echoed elsewhere.

On the Malcolm Hollis yacht this evening, the building consultancy’s chairman John Woodman said much the same, as did their guests from Wardell Armstrong.

Things must be good in Nottingham too, judging by the size of their yacht in the next mooring.

Birmingham has come in for a lot of stick in the past for its MIPIM expenditure. Although admittedly I’ve not been in the bunker and seen our city’s stand at first hand, I have to say our presence seems low key in comparison to others.

While Manchester – with their brazen banner and balcony cafe overlooking the entrance to the exhibition – and Nottingham have gone for the “my marketing budget’s considerably bigger than yours” approach, others, like Coventry, have adopted guerrilla tactics, with posters outside their apartment and the Carlton hotel.

It’s hard to judge which strategy is best – and anyway, they say half of any marketing spend is wasted, you just don’t know which half.  Next year, maybe Birmingham should stop beating itself up, ditch that Quaker mentality and hire a yacht. Let’s get some of that swagger that Professor Parkinson said we lacked.

Ran into Gary Taylor of Argent (running late for the Leader’s dinner!) and Nick Payne of Masshouse fame on the Croisette. Before you get excited and smell a JV in the offing, they weren’t together.

Also caught a glimpse of Clive Dutton, still looking dapper.

Thursday’s big event, at least for the Brum contingent, is lunch on the beach. Apparently they’ve ditched the baltis this year. Read all about it tomorrow.