Public relations (PR) is vital to the survival and success of business in tough economic times according to a leading Brisbane agency.

Yasmine Gray.

Public relations is becoming more valuable for business survival, as an effective and economical promotional solution, than ever before, believes Gray Media Services director, Yasmine Gray.

Mrs Gray will be addressing a businesses at The Pavillion Function Centre in Albion on August 27. She said PR is not only as effective as other forms of marketing but for a fraction of the cost.

"Every business is currently feeling the pressure of how to do more for less with their promotional dollar," Mrs Gray said. "So why would anyone spend more than they need to for an equally effective result?

"PR provides both innovative and cost-effective ways of getting businesses the exposure they need, and in tough times this could be the difference between succeeding or failing."

The issue of corporate accountability is increasingly causing return on investment (RoI) figures to be more carefully scrutinized. 

"RoI has become the real buzz word" confirmed Mrs Gray who draws upon 23 years of experience in the media industry as both a journalist and a PR consultant.

With a wide range of high profile clients that entrust their business to Gray Media Services, Mrs Gray has an extensive understanding of how the media works and how to get her clients the results they need.  She believes PR has more potential than ever to become the marketing spend of choice as the industry evolves into a new era.

"These are exciting times," she said. "We have wonderful new opportunities opening out to us with social and online media growing rapidly to name just a few advantages outside of traditional marketing methods.

"What hasn't changed is the need to have a professional organisation to help businesses navigate the media to use it to their best advantge. Speacialists in any field are invaluable," Mrs Gray said.

At the special women's business lunch on Thursday, Mrs Gray will examine the profession of PR, its history, what exactly it is, how it works, why it is important to any business and how much it should cost. She will also give examples of the difference a professional PR campaign can make.

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Queensland agency, Make, has dominated the 2008 Australian Marketing Institute (AMI) Awards for marketing excellence.

The Brisbane independent agency, previously known as Advertising Depot, won an unprecedented seven state awards and had three national finalists to be the most nominated agency nationally at the AMI awards. Make dominates for Queensland for the second time in three years with 10 nominations for the 14 awards on offer.

Make’s work for clients Brisbane City Council, Bond University, Macquarie Leisure owned AMF Bowling, rare|wear and Youngcare was assessed using criteria measuring not only creativity but effectiveness.

Make’s managing partner, Murray Berghan said, “We’re delighted to have been part of these campaigns. Innovative and effective marketing doesn’t happen without a concerted collaboration between clients and agency. We are lucky to work with some wonderful people who have great marketing acumen. Our business ethos is effectiveness through creativity and results are always the priority.”

Brisbane City Council was awarded for its Greenheart CitySmart campaign – a campaign launched to achieve the Lord Mayor Campbell Newman’s commitment to make Brisbane Australia’s most sustainable city. It aims to reduce Brisbane’s carbon footprint by 50 percent by year 2026.

AMF Bowling scored a strike at the AMI NSW awards, with its Striking campaign for the launch of AMF Bowling Centre North Strathfield.

Bond University’s Chase Your Ambition campaign was also selected as a national finalist in several categories. Spearheaded by a 30 second television commercial and teamed with web, outdoor and radio, the campaign achieved outstanding results.

Director of marketing and admissions at Bond University, Andrea Harcourt, said, “Together with Make, we were able to create a campaign that adopted a layered approach to establish a credible connection between Bond University and our target market. Market feedback and the ensuing results were outstanding. Student enrolments, applications and conversion rates for 2007 broke all records against a declining industry trend, and our audience clearly received the message that ambitious people go to Bond.”

Another of Make’s clients which needed to make room on the mantle, was clothing company rare|wear who won for their interactive campaign, Believe in Destiny which, with over 3.5 million views on YouTube, has become Australia’s most successful YouTube viral ad of all time.

National charity, Youngcare was awarded twice for their Young People Deserve Young Lives entry. Dedicated to finding appropriate care for young people with high care needs, Youngcare used a variety of media to deliver their message including print, outdoor and a ‘game day stunt’ with the NRL One Community Initiative.

www.advertisingdepot.com.au

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CEO of advertising and marketing agency de pasquale, Cos Luccitti is recognising a new opportunity for CEOs to communicate in a new and engaging way with their clients and allies – blogs.

Web logs (blogs), he said, are a way that CEOs and their companies can truly embrace the growing “cult” of transparency that is coming into business.

Mr Luccitti said the digital world has inverted the social physics of information, and today, corporate online transparency is critical for survival.

“Well, at least in the minds of the people that matter most, the consumer,” Mr Luccitti said.

“Businesses recognise that online transparency is a counterweight to consumer skepticism. The net has given businesses a public forum to be open and honest about who they are and what they are doing.

“Corporations that not only publicise their successes but also their failings actually grow stronger. Because the cynical consumer now isn’t just exposed to the hype, they are exposed to the chinks in the heavily-protected armour and consumers appreciate the candour and truthfulness,” he said.

One of the ways businesses have embraced the cult of transparency is through blogging, Mr Luccitti said.

CEOs and business leaders who have taken to the blogosphere have become known as the new breed of naked and trusted executives.

“Their nakedness, so to speak, has helped them become more trusted and consumers have taken an interest. And we all know once people are interested in you, they’re interested in helping you out – by offering ideas, critiques, and their perspective on how to do things better.”

Powerful Medium

Mr Luccitti is personally and professionally enthusiastic about social media and recognises its power as a new business tool. And as such has started what he calls his clog – the CEO’s blog.   

“Naturally, there’s a level of risk that comes along with radical transparency. But I’m prepared to share my dreams, challenges and setbacks with the outside world. I’m prepared to be open,” Mr Luccitti said.

“Committing to corporate transparency and blogging shouldn’t be confused with sharing confidential information. Rather, it means providing some insight into my thinking and considerations, so that those around me can feel involved, educated and empowered.

“My counterparts not convinced of the need to be professionally transparent online will affirm, ‘Blogging will take away from the valuable time it takes the run my business’.

“But I don’t think time is the issue. You devote your precious time to what matters most. If your business’s reputation matters, sooner or later you’re going to be either defending it or going on the offensive. Where the conversation takes place is up to you.

“I’m just choosing the conversation to happen online.”

www.depasquale.com.au

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