Storylines

The coming storm

Is Chat GPT an existential threat to PR & journalism?

Like most new technologies, many people view Chat GPT through rose-coloured glasses, tempting the public with promises of a Brave New World. Like the book Brave New World, the race to this utopian existence ignores the value of our humanity. As societies, we need to become better at looking at the entire spectrum of consequences of letting experiments like Chat GPT out of the lab.

WHERE JOURNALISTS and the media SEEK STORY IDEAS

Is your dull online newsroom hurting your reputation?

Does your organisation take advantage of the opportunity journalist provide you to build your reputation, or is your approach more a ‘small target’ approach? No matter how you see the media and your approach to engaging (or not engaging) with them, they have power and sway over how you are perceived.

Target-rich environment

PR tools for successful experimentation

The most successful organisations and people in the world are innovators. They accept that failure is a critical component of the experimentation process that continues to drive success. The PR sector exists in an environment where experimentation is not encouraged. PR is losing ground to marketers, who utilise technologies that allow experimentation and learning at the level of a single person.

Take social seriously

Journalists' relationship with social media

According to Pew Research Centre, more than half of Americans get news from social media platforms, but which social platforms are the source of stories by journalists?

To Bee or not to Bee

Authenticity and how to fake it

Consumers are demanding more authenticity from brands. They're over the spin and want content and stories with greater credibility and authenticity, so here's how you fake it.

MEDIA RELATIONS IN A WORLD OBSESSED WITH CELEBRITY

Riding the coattails of fame

Celebrities and entertainment increasingly drive news and editorial content. This presents many tourism brands and operators with an opportunity to increase their free media exposure.

We’ll come to you

Connect with journalists where they are

Where do journalists get their story ideas? Is it through press releases? If we are to believe the latest research, less than 4% of press releases receive media coverage. Is it through existing relationships? That’s a component; however, you can only go back to individual journalists a limited number of times.

All weather media strategies

Newsjacking PR strategies

It's official; online searches drive more storylines for journalists than any other source. Journalists seek out trending themes and news headlines and then research stories that fit these trends. It's why news hacking is increasingly used in PR strategies.

#BreakingNews

PR for VC

The recent machinations of Elon Musk’s takeover of Twitter should act as a cautionary tale for Venture Capitalists. A man hoisted high by the media as a ‘genius’ for more than a decade is now widely viewed as the ‘barbarian at the gates. The jury is still out on the financial (and social) implications of Elon’s approach to his reluctant takeover of Twitter; however, as a case study in PR, most would say it’s been an abject failure.