QR Codes in PR

In previous blogs we have looked at the good, the bad and the ugly uses of QR codes. They continue to appear in more and more places and as a tool they really should be considered as part of a PR campaign. The beauty of QR codes is that they have the power to direct straight to a campaign page. However to ensure maximum effect, how this is done should be carefully designed. Some sites for example focus on QR code generators whilst others provide updates and social media benefits. A PR campaign should be designed so that it is suitable for mobile. As most codes are snapped with mobile phones, the site that the snapper is taken to should have a mobile version.

Now to think about the mobile page itself. What is it you want from the campaign and how can you provide a link to the campaign on a long term basis? The answer is to ensure that you have user friendly link buttons for 'following' on Twitter and 'liking' on Facebook. This will keep an audience engaged and a line of communication for those all important up to date PR messages. Perhaps even a subscription of some kind can be added to the website.

Providing recommendations, offers and coupons are also an excellent way to interest an audience and ensure future uses of QR codes. To go further, social media interaction can offer even more. A lot can be learnt from the the example of Starsky Robinson, who, '"currently manages all of THQ Inc Kids, Family and Casual digital social campaigns. This includes the uDraw GameTablet, the Biggest Loser, Marvel Super Hero Squad, You Don’t Know Jack, Costume Quest and Voltron. His position at THQ Inc. involves managing website development, influence campaigns, and developing engaging social media initiatives."

Interactive initiatives in the gaming world have obvious benefits because of their nature. But this can be translated into other realms of marketing. The key is to provide some kind of reward to the QR snapper, something that will encourage future visits. This is something that is best tailor made for a campaign. The danger with QR codes at the moment is that monotonous agenda pushing will discourage the consumer. Codes that automatically upload details to the users mobile phone are fine, but this must be communicated prior to the snapshot.

PR Week's League Table and Sarbanes Oxley

So PR Week's top 150 league table has been a hot topic for the last couple of weeks. Our previous blog discussed the dubious nature of viewing the table in context. It is also important not to take the statistics at face value. Anyone on the UK that is involved in company auditing will be familiar with the Sarbanes Oxley Act 2002. Although this is an American act, named after its sponsors, Senator Paul Sarbanes and U.S. Representative Michael G Oxley, it of course has wide reaching ramifications for international business transactions and businesses with a second listing in the US. The act was intended to restore investor confidence following scandals such as were found evident at Tyco International, Adelphia, Enron, WorldCom and Peregrine Systems. To protect against inside trading and falsified accounts, the act holds CEO and CFOs strictly to account for annual reporting, risk assessment and internal auditing with hefty fines and/or a prison sentence for negligence or non-compliance.




"Consider Sarbanes-Oxley (Sox), the US legislation hastily passed after the Enron and WorldCom scandals in 2002. Sox is now thought in many quarters to have been a disaster, increasing frictional costs and bureaucracy and providing a field day for legal and accountancy firms, without changing the behaviour which causes the problems." Simon Caulkin.

Despite best intentions, the act with affects trans-Atlantic business transactions has been criticised by many, including the Turnball Review Group. It is unnecessarily costly and requires detailed auditing even at low levels. Many companies announced a move to delist from the US in a bid to avoid the 'SOX' burden, including British Airways, back in 2007. The UK gained its own act for control, The Companies Act 2004 and this took some lessons from the 'SOX' problem on board. The knock on effect however is that flotation on the US stock market became highly unattractive, many brokers heading to the London Stock Exchange, and many UK private equity companies cleaning up at the expense of others. In addition, a spaghetti junction of rules and regulations from two separate governments who regualrly trade with each other, has meant that many feel thay cannot enter their figures. Instead data has been estimated by mirroring figures from companies of a similar size, which apparently is achieved by a rigorous formula. But how sure can we be of what we are missing and are the league tables truly accurate?

2012 PR Week's top 150

Figures In Context

The figures are in and they show an encouraging increase of pre-recession aggregate income fees for companies rated in PR Week's top 150. £900m compared with £858m back in 2008. The industry is buzzing despite the economic downturn. This has been accredited to the mounting respect for reputation in PR and also to the skill in the evolving ditital age of communication in which PR professionals have naturally excelled. http://www.prweek.com/uk/go/top150/
The top 15 are as follows:

1. Bell Pottinger Group
2. Brunswick
3. Webber Shandwick
4. Edelman
5. FTI Consulting
6. Freud Communications
7. Hill and Knowlton Strategies
8. RLM Finsbury
9. Grayling
10. MSL Group
11. Ketchum Pleon
12. College Hill
13. MHP Communications
14. Citigate Dewe Rogerson
15. Ogilvy PR


But are we viewing these figures in context?

Matthew Freud, chairman of Freud Communications said, "I have always liked lists and charts, but we should remember that they usually depict a relative hierarchy. For decades our industry has been close to the bottom of the marketing food chain. PR Week's Top 150 then has traditionally been an annual ranking of the tallest dwarves. " He makes an excellent point, the celebration of growth should be understood in full context. As Freud identifies, there have always been few seats for PR professionals at the advertising table. However as media is now available through more devices than ever, damaging press is more detrimental as a consequence. Newspapers no longer die at the hands of the waste paper basket and can be accessed online, at anytime. Reads can be recommend, posted and blogged about. Not only this but bad press can go viral at super speed. The same is true for positive however but it is the PR professional that deal with mitigating damage to reputation. The quantification for services of a protective shield is still tricky, yet increasingly it is a necessary cost. Growth of course is important in itself but I think that Freud is right, the work of PR professionals is becoming more valued everyday and it is time to seize this long awaited day.

Furby Christmas 2012

Yes 2012 will see the release of a new and improved Christmas favourite. Pipped to be the must have seasonal toy, again, Furby lovers will be frantic for the release of the made over version. The toy which resembles and owl and a gremlin first flooded the market back in 1998, around forty million units were sold world wide within in the first three years. Made by Tiger Electronics, the endearing interactive family pet was in such high demand that the units could be resold for three times their original £24 price tag. Capable of speaking their own language, responding to touch and the ability to learn the language of their owner over time, the toys were either a hit or an extreme annoyance within the home. Since their original fame, revamped furbies have been released but the hype will differ this time around. So far one solitary picture is all there is to go on, and it will drive the curious insane.

http://www.dailymail.co.uk/sciencetech/article-2144825/Furby--Christmas-craze-1998--returns-bid-2012s-present.html?ito=feeds-newsxml 

The advanced digital age of online social media, forums and blogs alters the game entirely. According to a Facebook page, 2012 will be the year of 'Furby World Domination'.

Speculation about LCD eyes and the ability to connect the Furbies to other Furbies via the Internet are already hot topic. And online discussion will only cause the hype to snowball. Just how Tiger Electronics will attempt to prevent leaks before the launch is questionable. Not only this but it will be extremely interesting to see how sales and marketing compares in our digital age to 1998 where buyers headed to shops to fight over the boxed toys. With online shopping, eBay and Amazon being more highly developed than they were 14 years ago it is an entirely different ball game. The cute little guys won't only be a hit with children; but there are a few of us that missed out the first time around and adulthood will not be a viable excuse for parents not to come up with the goods this time around.
Parents, to be forewarned is to be forearmed!

Advertisers to Face Stricter Contols Over Children's Televison

Last week Helen Goodman was at it again. The Labour media shadow minister was urging the consideration of curbing television advertisements aimed at children, between children's programmes. Goodman identified that many parents become frustrated by constant requests by their children for merchandise that they just cannot afford. In an economic crisis such as this it can be disheartening for low income parents to have to say no every time.

If this any indication of the direction of children's advertising, what will that mean for merchandisers trying to communicate their products? Even tougher competition first and fore mostly. Goodman cited the advertising of children's quilts an unnecessary and excessive use of advertising.

"Speaking as a parliamentarian I am not enamoured of ideas to liberalise rules and allow more product placement and merchandising. Governments are also responsible for preventing the economic exploitation of children,"

And there are other issues with television content aimed at children. The projection of a healthy self image has long been debated. Goodman urges the government to discuss potential funding in this area.

The development of such ideas are in their infancy and it is difficult to guess exactly what would replace the majority of prime time slots. And there in lays the main obstacle. An independent adjudicator to oversee all decisions for children's television and advertising is essential. With cuts though this currently looks unhopeful.

It was the contention of Nigel Pickard, former BBC controller of children's television, that the government should be establishing a commissioner position for children's television content through lottery funds. The difficulty however is the long list of other worthy causes tugging at the funds.

A commissioner would be able to provide unbiased controls over content and assure that children are better protected. They do not have adult sensibilities and are therefore vulnerable and extremely susceptible to the television that they are viewing. Tighter controls would drive advertisers to be much more considered in the content they produce.

Trebor Taste Sweet Success

The advertising brief entrusted to Fallon was to take the brand out of the ordinary and give Trebor an identity of confidence. The July 2011 television advert certainly achieved this. The new message behind the campaign was fresh and innovative and picked up speed fast: Trebor became the new sponsor of 'Dragon's Den' on 'Dave'. The line is, 'Trebor Sweet Success' and so effective it has been, that opportunities still flowing in.


Trebor, are now in association with The Guardian for a section under Life and Style; self improvement. The motivational and inspirational page ties in with the self improvement of Alex Worrall as readers follow his blogs. The 'Taste of Sweet Success' page previously offered a 'life improving' competition for a £6000 holiday to the Bahamas. Clearly, effective making over of a brand not only holds the potential for the usual televised popularisation but it can unlock opportunities in the digital age. The campaign not only has its clever pun and a projection of confidence but it has evolved along the way.


Today #TreborSweetSuccess is the highest trending subject on Twitter for the London area. Shrewd some might say; Trebor have their own competition offering London 2012 tickets with a VIP lifestyle. This will encourage sales as entrants are required to enter pack codes. The 5 prizes up for grabs are certainly  behind the hash tag frenzy. Admirable is the campaign, inclusive of not only television and newspaper but social media. But brilliantly executed. Trebor has demonstrated the importance of an up to date, rolling campaign in order to taste sweet success. They seem to have grasped the integral nature of assessing areas of success for the future; a trick that so many advertisers miss. 

New Office Indicates Expansion on the Horizon for Spitfire!

Spitfire Recruitment Ltd is now proud to announce their move to a new shiny office! Having previously worked in a mutual office arrangement Spitfire is now taking off alone to feel freedom. Our recruitment company which specialises in PR, Marketing, Digital Media and Advertising is fast gaining a reputation of integrity and high competence. We believe in sourcing the very best candidates and upholding excellence in our standards. Now that we are firing on all cylinders and growing day by day we want to further exceed client satisfaction.

In the coming months and weeks we will be keen to communicate our unique services as a Kent firm specialising in the above area. And of course we will endeavour maintain our relaxed yet focused and professional office atmosphere.

We can now be found at:
FDS House, Chestfield, Whitstable, Kent , CT5 3QZ
Same telephone and email:

Tel: + 44 1227 773131
Cell: +44 7771 921371
Email: John@spitfirerecruitment.com

The Good, The Bad and The Fallacy

Gone are the days when advertising focused solely on the merit and functions of a product. This 60's Dr Pepper advert is a perfect example. The advert centres around the use of the product which is heavily featured and although sensationalised, remains on subject.

Advertising today has largely moved away from winning customers through logical argument. Although, Ronseal have maintained their no nonsense, "Does Exactly What It Says On The Tin" slogan, this is not logic. This advertisement cleverly uses the fallacy of division to make its point, "assuming that something true of a thing must also be true of all or some of its parts". It does, therefore it is. Most advertisements today commit at least one fallacy and they have become a fun part of brand engagement. Hopefully they get most of us thinking!

The most recent development in the use of fallacy in modern advertising is non sequitur. This is where the premise and conclusion of a campaign have no direct relationship. The Cadbury's gorilla and later the moving eyebrows advert were hugely popular. The advert is introduced as 'A GLASS AND A HALF PRODUCTION'. Then the classic Cadbury's purple and yellow is the only clue as to the brand throughout the advert. This is followed by the slogan "a glass and a half full of joy" at the end. There is no chocolate present in the advert. Instead there is a strong link built between the the brand Cadbury's and the emotion of joy. The association of pleasure here is highly effective without product overkill.