Archive for the 'Ogilvy PR' Category

Ogilvy PR’s Blogger Outreach Code of Ethics – In beta

One of my favorite bloggers who writes thoughtfully about the PR and marketing profession is Rohit Bhargava, who leads Ogilvy PR’s interactive marketing practice out of its Washington D.C. office.  PR practitioners and marketers are starting to understand that bloggers can be strategic stakeholders.  But how does one strategically–and ethically–reach out to them? 

As a starting block to help the profession navigate the landscape, Bhargava and his team has drafted a beta version of Ogilvy’s PR Blogger Outreach Code of Ethics.  You’ll find it a good investment of your time to check it out.

Institute of Public Relations Singapore PR 2.0 Conference

I recently attended a conferenced organized by the Institute of Public Relations Singapore, entitled “PR 2.0: Engaging Stakeholders in the New Media Landscape.” 

  

It featured a number of great speakers with interesting ideas to share.  An example would be Christopher Graves (Ogilvy PR’s President, Asia Pacific), who shared the agency’s thinking on the social media landscape.  It was of course also a subtle plug for Ogilvy PR’s newly launched 360 Degree Digital Influence practice

 

Other speakers include John Kerr of Edelman, who by now is a familiar face in the social media lecture circuit, but who nonetheless always makes it a point to customize his presentation to suit the needs of the audience and occasion. 

Melvin Yuan of The PR 2.0 Universe moderated what was probably the most scintillating panel discussion, owing to a penetrating question asked by Dr. Jim Macnamara (General Manager, Research, for CARMA).  Jim’s point was that while outreaching to “celebrity bloggers” to evaluate or endorse a product was a great promotional tactic, it wasn’t authentic (which was a word one of the panel speaker used to describe such efforts).  I have to agree with Jim.  Even though bloggers are not technically obliged to blog about free products they receive, those who do have made a business out of blogging know that if they don’t, or if they write an overlydisparaging review, companies and PR agencies may start giving them a wide berth.  Even in traditional media organizations, marketing preriodically exert influence over editorial.  Having said that, I hope that consumers will be sophisticated enough to take what they come across in the media–old and new–with a pinch of salt and look for corroborative evidence instead of relying on any one souce to make a decision.

 

My colleague and friend Walter Lim, who heads corporate communications and industry promotions at the National Heritage Board, shared how blogger outreach made a difference in the International Museums Day 2006 and the success of NHB’s Yersterday.sg blog.

Leveraging new media to give a branding campaign that extra oomph – J&J’s Aveeno

I came across a fascinating case study that provided a model as to how new media could maximize the mileage of a traditional branding campaign.  When J&J wanted to launch its Aveeno brand into the uber competitive anti-aging arena, its PR consultants at Ogilvy PR knew that relying on traditional media outreach alone would not gain much buzz.  So, it engaged British artist Julian Beever (a.k.a. Pavement Picasso), known for his artistically complex, 3D-like street drawinings, to execute a “Fountain of Youth” in the heart of NYC.  It created a viral video and YouTube posting of Beever at work, and supported it with a Flickr album, blogger outreach, and other digital activities.  Click on the picture for Ogilvy PR’s case study.

ogilvypr_aveeno_case_study.jpg

Incidentally, Julian Beever was in Singapore in June 2007.  He was commissioned by Nokia to paint a “hole” in front of the entrance to a major local department store.  Ironically, for a new economy company such as Nokia, it did not seem to ride on new media to give its effort that extra oomph.  Perhaps this is where the marketers here have still a ways to go in harnessing the galvanizing powers of new media.

The Executive Blogger’s Guide to Building a Nest of Blogs, Wikis, and RSS

My friend Walter who often blogs about issues related to marketing and public relations (among other lighter moments of life) sent me this executive blogger’s guide from Ogilvy PR.

It is a sensible, down-to-earth guide drawing lessons from notorious examples of companies that failed to understand the bottom-up, galvanizing, and sometimes investigative culture of blogosphere (the humble bic pen and the almight Kryptonite lock, Mazada’s “crash”) as well as case studies of companies–even juggernauts such as Boeing, GM, and Sun, that have harnessed blogs to build communities around their issues.  Worth checking out (click on the picture below to open or download the PDF).

ogilvy_pr_executive_bloggers_guide.jpg


Flickr Photos

MyBlogLog

div class="mblrr_v">

Recent Readers

View My Profile View My Profile View My Profile View My Profile View My Profile
Add to Technorati Favorites
Add to Google
Add to My Yahoo!