Are you ready to face a crisis?

PR Crises occur around us all the time. There are the big ones that come to mind immediately, for example, when BP’s former Chief Executive declared: ‘I want my life back’ at the height of the Gulf of Mexico oil catastrophe last year. BP has since spent millions trying to repair its reputation.

Another more recent example, which is far from over, is the infamous ‘Hackgate’ – the scandal which embroiled Rupert Murdoch’s media empire when news broke that journalists at his flagship UK Sunday tabloid had been hacking phones for stories. News Corporation has been in PR crisis mode ever since, even dedicating all advertising space in the final edition of the now-defunct newspaper to charities. Many charities were so disgusted by the actions of the newspaper that they even refused free space in what was Britain’s highest selling Sunday newspaper. That’s bad news if I’ve ever seen it.

The riots and looting in London and the UK this week have seen many different PR crises erupt. Blackberry came under fire after it emerged that many perpetrators of the riots spread the word about targets using its BBM messaging service. London’s Metropolitan Police was forced to defend its ability to manage public disorder just a year away from the Olympics at a time when the world will be watching the capital. Even British PM David Cameron faced criticism for a sluggish response to the unfolding hysteria, as he decided whether to return from Tuscany where he was holidaying with his wife. The same went for Home Secretary Theresa May, George Osborne and the Mayor of London Boris Johnson, who were all holidaying abroad at the time.

So when bad news threatens to taint your brand, or a brand you’re responsible for, what should you do? Do you have a plan in place?

Of course each situation is different and should be approached with an individual strategy, but being prepared to communicate in a crisis is more important than ever, as organisations and individuals are under increasing levels of scrutiny. Companies and brands need to have processes in place to manage and respond to media interest in times of high stress. It’s a matter of anticipating what could go wrong, and having a plan of action and a ‘tool kit’ ready, so you can tackle the problem head on.

To make sure that you’re fully prepared to handle a crisis why not attend our course on ‘Reputation Management During a Crisis'? Click here for more details

Emphasis on Ideas

By David Anthony

In what seems like a blink of an eye, my first month at Wordville has already come and gone. It’s been a hectic few weeks, familiarising myself with a variety of clients and throwing myself into some fantastic projects.

I can't believe that almost three months have passed since I first met the team – I guess it’s true what they say, time flies when you’re having fun.

Back in early May, as part of the interview process, I was afforded the opportunity to meet my would-be colleagues over a cup of coffee. This served not only as an informal introduction, but a chance for all involved (myself included) to gauge whether or not I was in fact the right man for the job.

We traded numerous questions, shared past experiences, talked through day to day activities and spoke about the future of the agency. Much was discussed, but for me, one topic in particular really stood out. ‘Above all else, what one thing are you looking for from a prospective colleague?’ I asked. The answer came in almost perfect unison, ‘ideas’.

Before joining the team here, I plied my trade at D&AD – a not-for-profit organisation that represents the international design, advertising and creative communities.

D&AD exists to promote the importance of creativity, innovation and ideas, while their annual awards are to the creative community, what the Oscars are to those in the film industry.

Needless to say, I would find myself immersed in creativity on an almost daily basis, surrounded by the best advertising and design the world has to offer. D&AD is a truly inspiring place to work, and not least because it provides proof, if ever proof was needed, that a good idea can go an awful long way.

There’s a lot more to PR than merely churning out media kits and press releases. Creative thinking is at the very core of what we do.

Brainstorming, thrashing out ideas – ideas that evolve to form the backbone of a story, and a good story at that – is a truly creative process.

Finding the all important hook that will catch a journalist’s eye and ultimately generate press is of course no mean feat. From the sublime to the ridiculous, where ideas are concerned, no stone should be left unturned. Having a team of creative minds, with the ability to bounce ideas off one another is of utmost importance and key to the success of any business.

Thinking back to that day in early May, coffee in hand, sat in front of an expectant audience, it’s clear to see why I chose Wordville, and more importantly, why Wordville chose me. We value the importance of an idea.

Creative thinking isn’t just a mindset here, it’s a way of life. And I for one am extremely proud to be a part of it.

My first year in PR

By Stephanie Rock

When I finished my A levels I made the unusual decision to look for a job. I was doing the opposite of all of my friends - getting a job without going through years of university. It was, and still is, a huge learning curve for me but I have picked up so many practical skills that can’t be taught at university and have had my eyes opened to the world of public relations.

In an agency where the client base is so varied, I find myself learning about the complexities of Oracle one day, while helping to run a launch event for London’s newest film academy the next. No two days are the same and my interest and knowledge is growing every day.

As I look back on my first year at Wordville it’s interesting to reflect on mistakes made and the experiences I’ve had.

The Skillset Craft and Technical Skills Academy launch was a standout in my first year in PR. I was put in charge of all things ‘guest related’. It’s one of those tasks that should go unnoticed if done well, and it was my job to make sure that it did. I had to organise 200 name badges – with the names only confirmed on the morning of the big day – along with the guest list and coat check. Five helpers, a lot of patience and a couple of hours later all name badges were ready to go in alphabetical order. Task complete, toner cartridge replaced, paper cuts suffered and lesson learned - never again will that amount of printing be done on the morning of an event.

PR agencies thrive on excitement, energy and enthusiasm - things I picked up on very quickly. It’s simple and obvious when you think about it. If you’re enthusiastic about a particular project chances are a client or journalist will be more interested in what you have to say.

Here are the three key lessons I have learnt in my first year in PR:

• Voice your ideas
There is always the worry that what you say will be the worst idea they have ever heard but there is also the chance that it’s a great one. The best ideas can stem from those thrown out there.

• Practice makes perfect
I remember doing my first piece of writing. I was petrified. I’m even worrying about what everyone will think of this blog. But practice does make perfect and although the worry is still there, it is getting easier.

• Be in the know
It’s really important to know about the top stories of the day and events taking place around you. It doesn’t mean you need to read every single piece of news but the more you read the more likely you are to be inspired with an idea for one of your clients.

I’ll carry all these lessons and many more into my second year in the industry and I’m looking forward to what lies ahead - and when it comes to that your guess is as good as mine.

Think mainstream, act niche

Watching BBC Worldwide as we prep for basketball finals in Barcelona this morning and heard "think global, act local" from three different spokespeople. With the world enjoying a multi-language chat-a-thon through Twitter, YouTube and Facebook, 'think global, act local' isn't just a cliché it's stating the obvious.

But like all home truths it's important to revisit and refresh from new perspectives now and again. Wordville's clients are often specialists or holding one off events or brands famous only to one audience. And it's our job to widen the pool of influence, break into broadcast and make it to the mainstream.

It always takes an understanding of the media targets, one by one. We avoid blanket statements to a mega-list of journalists who can't see the relevance. And we re-write, re-focus and re-pitch as often as required, drawing in specialist help as needed to help us shape the story, the photograph and the event to make media magic. This ensures we never miss a chance to turn the media spotlight to our client.

This approach gives us the opportunity to work with some great PRs - who know a particular geography or a particular medium inside out. These 'visitors to Wordville' join the town's growing number of citizens and have a lasting effect.

Alfons Pich and his team have been our Wordville Espana for the last six weeks and really prove the point. Interviews with all major Spanish newspapers couldn't have been secured unless we had found an angle for each of them. And that's not going to happen unless we focus on the end result and use a one to one approach. It's not the world that's getting small it's the opportunities that are getting bigger.

Population expansion programme – become a citizen of Wordville

Wordville has a range of roles to fill – Account Director, Account Manager and Assistant Account Executive – working on a range of consumer and B2B accounts.

We are a small energetic PR agency with an emphasis on work/life balance – we are looking for people with the right personalities to gel with our team.

What do we want? Not much, only:

- Someone hungry, but not so hungry they’d eat their mother to get on top
- High energy yet smooth as silk
- A real team player, friendly to colleagues and clients
- Able to relate to our diverse range of clients – cutting edge creatives, IT geeks, petrol heads, floral designers and leading business CEOs, we deal with them all
- Someone with a consumer background preferred
- A good writer and good at pitching
- Fluent in other languages would be a big plus

To apply, send a cover letter outlining which position you are applying for, what you have to offer Wordville, and your CV to info@wordville.net

Just shut up and tweet

Can a business survive in this world without tweeting? I don’t know, but they certainly can’t ignore the fact that everyone else is doing it anymore. There was a time five years ago or maybe even three years ago if you tried really hard, where you could get away with ignoring social media. But ignore it now and the experts say you’re ignoring a business goldmine. There are even people who have gone as far as adding to their business empire and leveraging their fame to sell their tweet space. Take Kim Kardashian’s $10,000 per tweet deal. We’ll that’s cash for comment and I disagree with it entirely. However, times are changing and tweeting is where it’s at right now.

For businesses, it’s about building brands and PR. It’s another way to get known and promote a business so it can grow and become bigger. People become more aware of your brand and you get more sales or clicks or enquiries or customers. Your business makes more money and it’s a success. In times of crisis it’s also a great communications channel – an instant way to reassure customers or clients of the situation.

Facebook is the same. With more than 500 million users worldwide it’s undeniable that it’s having an impact. And businesses are likely to benefit. Founder Mark Zuckerberg will never have to work again. He’s hit the goldmine that is social media. So if you’re not on it, chances are you’re missing out on something pretty big.

The modern, social world we live in is all about competition, and there’s a big chance your business rivals are tweeting their praises right now.

Don’t know what to tweet about? I was given some advice about six months ago by a mentor of mine which I’m happy to share – ‘just shut up and tweet.’

When PR goes too far

Kenneth Cole is packing his favourite pens after being enrolled in sensitivity school along with Groupon’s head of advertising. Let’s learn from them so we don’t have to join them. PR can go too far. There is a fine line (a very fine line) between genuinely linking your product or service with world affairs and making a link which isn’t there. It’s tasteless, and it won’t win you any fans.

Mr Cole would know. The fashion designer has apologised for his tasteless tweet where he tried to promote his new spring collection, using the unrest in Egypt as a springboard. "Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online"

He later apologised on twitter for his insensitive comments: "I apologize to everyone who was offended by my insensitive tweet about the situation in Egypt. I've dedicated my life to raising awareness about serious social issues, and in hindsight my attempt at humor regarding a nation liberating themselves against oppression was poorly timed and absolutely inappropriate.”

Cole is famous for being quick off the mark and has cleverly used world affairs to benefit his business before. After the Gulf oil spill last year he opened an online T–shirt store to raise money for the cleanup with shirt slogans lincluding "I Clean Up Well." After a plane landed safely on the Hudson River in 2009, he plastered a billboard with: "In tough times, some land on their feet (others on the Hudson)." He should have known better. But this is a textbook example of getting it very wrong.

Meanwhile a Groupon Super Bowl ad that makes light of Tibet’s political situation has offended viewers not only in China, but worldwide. The Wall Street Journal is reporting that the thoughtless ad could stifle the company’s expansion plans.

These are both prime examples of PR being taken too far. The lesson here is that if the links are there, by all means connect them, but if they’re not you’re going to have to get creative and think of something else, or end up in this middle of a media furore like these two find themselves in today. PR is a balancing act - you need to get your message across but don't rely on connections that aren't there.

Why you can't have your cake and eat it too

We pay for a lot of things in the world. Almost everything in fact. What was the last thing you got for free? I’ve spent five minutes trying to think of the last thing I got for free and all I've come up with is a piece of cake my housemate gave me last week – and to be fair, that's more of a customer loyalty gift as my rent is paying his mortgage!

I can log onto a news website and read stories. That is free, as long as I have a computer and an internet connection. But not probably for long. Three of News International’s publications have already disappeared behind a pay wall – The Times, News of The World and The Sunday Times. The only one still available for free is The Sun, but by the end of this year that too will be a pay-for service.

When News Corp’s boss Rupert Murdoch installed a pay wall on The Times’ website, it cost them 66 per cent of their readers - a dramatic decline, but not as steep as many had forecast. The site had been expected to lose 90% of its traffic. There is something stopping me paying for news online. I am happy to buy a newspaper because I have something tangible to show for it. I can get annoyed at the newsprint in leaves on my fingers and I can feel guilty at the end of the day when I realise I haven’t had a chance to read anything other than client-related stories and the front page. Having worked on a weekly newspaper myself, I also know the amount of work it takes to produce the finished product.

But I don’t like paying for something and having nothing to show for it. So I will continue to buy newspapers, but I won’t pay for the same thing online. I’m not saying I will never pay for online content, but for now I’m not convinced.

When it comes to PR there is nothing like presenting a client with a newspaper clipping – it’s seen as the pinnacle. But why? Maybe it’s the newspaper print. Maybe it’s holding something solid, something that won’t change or disappear. Sure, a new edition will be out tomorrow, but you can keep that old one forever. There is a certain charm and traditionalism about newspapers that people just don’t seem ready to let go of. Will paid-for online content hold that same charm for our Grandchildren? I can’t imagine a world without newspapers, but I guess we will have to wait and see.

But if I want the freshest news from around the world, I’m going to have to face the fact the online news has become a product like a newspaper, in the sense that I will have to pay for it. A newspaper only gets updated daily – at best. I want to read a newspaper, but I want it to be the freshest news. I’ve got a classic case of having cake and wanting to eat it too – but what’s the point of having cake if you can’t eat it?

To check-in or not to check-in?

I 'checked-in' for the first time on Friday night.

People check-in all the time, I know it's not a new thing, but I am one of those people who are avidly against telling the world where I am and who I am with at any set point in time.

I don't know why I'm against it, I don't have any stalker ex-boyfriends who might be trying to hunt me down or anything exciting like that, I just think our lives are already public enough.

I had my friend's iPhone out while we were at a restaurant in Angel, and I checked-in to the Italian restaurant we were at, tagging all the people I was with.

When I arrived home some hours later, all my belongings were still where I left them. Laptop – check. Jewellery – check. Stash of cash kept under my mattress – I wish. Right, so no one had used the knowledge of my being out drinking cocktails and eating pasta to break into my house either. It looks like this check-in thing isn’t such a big deal after all.

But I’m still not a convert. If I start checking in to everywhere I go, what will happen when I want to have a lazy Friday night on the couch? Do I check in to my couch and face the uproar from friends whose invites I have kindly turned down in favour of a much needed night in. Or do I not check in at all and face the “Where are you?” queries from all my followers (Who are watching my every move, right?) So now there’s social pressure to attend the best events in town. Or maybe, people – shock horror - actually just don’t care where I am, who I’m with and what I’m doing. In which case, I won’t take up space in their news feeds by telling them when I’m at the gym, the supermarket, or when I’m on my couch.

A friend of mine has admitted to ‘selective’ check-ins. “I always check-in when I’m at the gym so people can see I’m being really good. But I don’t check-in to Ben and Jerry’s. Ever.” So now we’re life censoring, displaying the best and hiding the worst, making me feel guiltier about my night on the couch while gym bunny over here is slogging it out at the gym – for the sixth time this week.

Not many PR campaigns have tapped into location-based tools yet, but the fact that smart phones are quickly taking over means it’s only a matter of time before there’s a ‘check-in’ element to every event. Before long it will probably be standard.

So is checking-in dangerous? Or is it simply TMI in the social media-frenzied world we live in? Or is it the way forward? In which case ... now, how exactly do I check-in?