I do expect anyone who works in PR to know things like…

(for UK, but just replace UK with Romania and you’ll have a hell of a good list:)

– The names of most government departments and the cabinet minister in charge

– The main characters and storylines from at least some of Shakespeare’s plays –

– The names of the ‘top’ six or seven PMs/presidents from around the world

– Key events from UK and world history

– The main characters and storylines from some of the classic British novels (from having read them, not watched the film or TV adaptation)

– Know who some of the world’s great thinkers are and their works from philosophy, economics, politics, sociology etc

– The locations and little bit about most UK cities

– The titles and/or authors of some current ‘hot’ books that are helping to shape society and business – and hopefully to have read some of them, for fun/interest, and not because you’ve tasked with it

– The capitals of most European countries and major countries around the world

– The names of some of the world’s ‘great’ newspapers in major countries.

 

via: http://stuartbruce.biz/

Cateva idei misto de la Cannes 2011| Underheard in New York

Our agency was challenged by the New York City Rescue Mission to raise awareness of the worldwide homelessness problem. We developed Underheard in New York with the objectives of first helping members of the marginalized homeless population speak for themselves and then, inspiring the world to listen.

We identified four homeless men and set them up with Twitter accounts and prepaid phones with unlimited text messaging service. We asked them to tweet about their life experiences by sending text messages to Twitter, broadcasting their stories to the world.

Case: cannes lions

Cateva idei misto de la Cannes 2011| Watson IBM

80% of all the world’s new data is stored in human language: e-mail, blogs, medical records, etc. But computers understand 1s and 0s, not words. To help make sense of it all, IBM built a computer – Watson – that can understand human language. As an ultimate test of its ability, Watson would compete on the quiz show Jeopardy!, whose difficult clues filled with puns, jokes and wordplay made it the perfect challenge. The task for the agency was to help people understand why IBM built a computer to compete on Jeopardy. However, this challenge also presented an opportunity…to make IBM relevant to a broad audience and reinforce their leadership in research and development.
Case & movie: IBM Watson.

Cateva idei misto de la Cannes 2011| Salute Trainer

The Japan Maritime Self-Defense Forces is an organization which sustains peace in Japan. Due to this fateful mission, hard inner discipline is expected of Self-Defense Forces officers. However, attitudes among the young have drastically changed and many no longer aspire to this profession. Our challenge was to refocus young people’s attention on the Self Defense Forces, and increase the number of applicants. As a solution, we created a mobile training application; ‘Salute Trainer.’ ‘Salute Trainer’ allows people to practice a “Salute” of Self-Defense Forces officers.

Case study for Salute Trainer: here.

Cateva idei misto de la Cannes 2011| 2 Minute Silence

The Royal British Legion needed to do more to be seen as modern and relevant by younger audiences of potential supporters. Our brief was to create a campaign which gave the charity permission to engage the “digital generation” with its goals and objectives. Each year, The Legion coordinates a national two-minute silence on Remembrance Sunday to commemorate fallen British soldiers. Our campaign sought to make this most potent of symbolic assets relevant to its new target audiences. How? By creating “2 Minute Silence” – a completely SILENT single and accompanying “music” video featuring 20+ youth-oriented celebrities, and releasing it into the UK charts for Remembrance Sunday. 23,000+ singles were sold and chart history was made when the single entered the Top 20 on Remembrance Sunday.

Case study, movie, board: cannes lions.

Cateva idei misto de la Cannes 2011| ShaveSutra by Gillette

The Problem: Men find shaving a boring chore.
The Challenge: Get Indian men to shave everyday, including weekends.
The Insight: According to Nielsen research, 72% of women found the act of shaving their men sexy.
The Solution: What if we got women to shave their men in fun and exotic positions! So we created ShaveSutra – shaving positions inspired by the ancient text of the Kamasutra.

Case study, movie & more: here.

Cateva idei misto de la Cannes 2011| Great social marketing campaign

Describe the brief from the client:
Our goal was to help rebuild the destroyed homes, broken towns and smashes cities. Our goal was also to raise the spirits of 4.5 million Queenslanders. To do this we had to rally the support of the entire nation.

The Strategy:
Queenslanders are known for their fighting spirit. They have always been proud of the fact that when they get knocked down they get back up again. Our strategy was to commemorate this resilient and defiant spirit. To remind Queenslanders that it is this spirit that makes them proud to be Queenslanders, and this is what gives them hope.

THE CASE STUDY & MOVIE: cannes lions

Practica in PR la The Practice sau (si) despre harnicie

The Practice a lansat un program de internship foarte interesant pentru orice tanar care vrea sa vada pe bune care-i treaba cu PR-ul.

Seasoned by THE PRACTICE – Ediția de vară

Primul sezon al internshipului începe pe 6 iunie, dată de la care vom sta alături de cei trei interni la bine și la greu timp de 3 luni.

Asta pentru că, deși ne-am dori să avem loc pentru toți pasionații de PR, în birou sunt doar 3 locuri libere. Pentru a se număra printre cei trei, aspiranții trebuie să ne trimită CV-ul la adresa seasoned@thepractice.ro, alături de răspunsul la următoarele teme:

1. Creează o campanie de comunicare adresată tinerilor prin care să revalorizezi hărnicia. (Nu gândi pe un an întreg, ci o campanie concentrată. Ca să te ajutăm puțin, îți propunem să folosești ca pretext ziua de 1 mai.);
2. Sigur ai un om din industrie pe care îl apreciezi. Spune-ne cine e și 3 calități pe care le admiri cel mai mult la el. (Dacă ți-a trecut prin minte să ne vorbești despre cineva din echipa noastră sau din grupul Leo Burnett, renunță pentru că nu ține:) );
3. Spune-ne ceva care să ne dea de gândit. (Nu mai mult de o frază).

Trimiteri pe mail :seasoned@thepractice.ro până la data de 29 mai inclusiv.

În selecția aplicațiilor vom pune preț pe creativitate, prospețimea viziunii, dar și pe rigoarea realizării temelor, adică pe… hărnicie. Cu primii 5 care au răspuns cel mai bine ne vom întâlni, ca să ne cunoaștem și personal. Dintre ei îi vom alege în final pe cei 3 care ne-au impresionat cel mai mult, urmând ca împreună să mergem la drum vreme de 3 luni.

Urmariti pagina de Facebook The Practice pentru detalii.

Lectii de PR de la Mourinho

Cei care ati fost accounti la viata voastra sau care nu sunteti inca sefi de departament, cei care cititi blogul asta si sunteti cheleneri stiti cum e cand partenerii/clientii zic “eu n-am ce discuta cu tine; eu vorbesc doar cu seful tau…”. a degeaba vor cu sefu’ ca pana la urma tot la voi vine tema si tot voi o rezolvati…Si, voi le explicati c

In fine…o situatie semisimilara s-a intamplat la conferinta de presa a Real Madrid-ului inainte de meciul din campionatul Spaniei de ieri (El Clasico, Real Madird-FC Barcelona). Antrenorul lui Real Madrid l-a trimis pe secundul Aitor Karanka să discute cu ziariştii si si-a justificat gestul prin aceea ca nu vrea sa creeze tensiuni suplimentare inainte de meci. Multi dintre jurnalisti au considerat gestul ca fiind arogant, au refuzat sa adreseze intrebari secundului. Practic, au boicotat conferinta de presa dinainte de meci.

Ei bine, dupa meci, conferinta de presa. Realul facuse egal in 10, discutii pe marginea arbitrajului, nu era tocmai o sarbatoare si Mourinho avea treaba si chestii de zis. Mourinho vine la conferinta, incepe sa zica el chestii si nu uita sa penalizeze boicotul din ziua anterioara intr-un mod ferm, direct si demn:

“La conferinţa de presă de după meci, portughezul a refuzat să răspundă întrebărilor venite de la cei care, cu o zi în urmă, boicotaseră conferinţa de presă la care el venise doar ca simplu privitor. Le-a spus celor prezenţi că va discuta doar cu directorii ziarelor: “Eşti directorul cotidianului AS? Doar cu directorul vostru vorbesc”, a fost răspunsul lui Mou la prima întrebare a reprezentanţilor presei. “Dacă voi nu vorbiţi cu secundul meu înseamnă cu eu trebuie să discut doar cu şefii voştri”, a continuat antrenorul. (gsp.ro)

Cam misto, nu?