Share This should have been published years ago. The CIPR had been slow to get on-board with social media public relations. The government sidelined it during consultation on marketing regulation of social channels a couple of years ago in favour of the ASA and IAB. In addition, there has been a widespread lack of knowledge within the industry that has provided hard to resolve over time.
Having worked in two agencies over the past six years, run train courses and done mentoring I’ve learned two things:
- Digital knowledge is a minority sport even within savvy agencies
- Ignorance can’t be profiled by whether someone is a digital native or digital immigrant. Some of the people that have most got it have been the over-50s, whilst that those in their 20s have rejected it as being too hard work
At a macro level, I thought digital was the ideal point of inflection to deal with the over-supply of PR agencies that currently plague the industry. Unfortunately digital just meant that every search, interactive, media buyer and advertising agency also began offering PR-like services (often called content strategy).
Within this context Share This is an interesting vignette of articles pulled together under the auspices of the CIPR to try and provide a blue print for the still largely analogue industry. And in this respect it largely succeeds providing a useful primer for the industry. Whether the industry makes good use of the books content is another subject entirely.
Things that have made my day this week:
Dunhill have been creating interesting content for a number of years, that used to be accessed through an iPad application and their own site. This interview with Jamie Hewlett of Tank Girl and Gorillaz fame is brilliant
Help for Heroes had some fantastically made laser cut perspex life-size sculptures in Trafalgar Square
The Hospital Club managed to turn the mundane safety notices in a lift into something more entertaining.
On Wednesday I went to the Eley Kishimoto exhibition at The Aram Gallery called Living With Patterns.
It was interesting to see how the fashion, fabric and soft furnishings patterns affected different objects surfaces.
Finally, I found Muzik Magazine online this week. Someone, presumably not IPC Media has created PDF copies of each issue and put them online to download. It’s a real labour of love by whoever did it. I was introduced to Muzik by my partner in crime Griff. I had gone to college and he was working at Iceland and spinning the odd record or two.
I came back for the summer and he raved about this magazine that was more expansive than DJ magazine (my personal favourite for its trainspotter-esque coverage of releases) but with more depth than Mixmag.
I eventually got to go to the Muzik magazine awards with my friend Julie who worked for one of the event sponsors.
It is also slightly depressing to note, as the site reminded me that Muzik has been out of print for just over nine years.
The Jamie Hewlett video is on YouTube, so may not be available to all readers.