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August 6, 2013 Transcript of #CommsChat with Mark Borkowski

Last week on #CommsChat, we spoke with Mark Borkowski about publicity, PR stunts, politics and more. The lively discussion yielded a few gems of advice:

  • @jenandersson1 Effective stunt should act as a ‘spike’ within an overall strategy. A catalyst to support a push towards a comms objective
  • @AllthingsIC A3) Time and expectations have accelerated but critical to remain calm, accurate + prepared (if poss) Plus copious amounts of tea 
  • @Meltwater A3:Using the right tools makes a big difference. Set up the right listening channels and engage. That’s what social is all about!
  • @adamrubins the benefit is awareness, positive WOM and influence on purchase decision. The risk is cost and negative WOM
  • @MarkBorkowski A brand, a belief, an idea, that manifested in a spectacular. It must have a powerful narrative.

 

Read the full transcript:

 



CommsChat 

We’ll post the transcript in the morning and be back next week, same time, same place, w/even more#commschat. G’night everyone!

Mark Borkowski 

 Require another 350 characters to answer your tweet. #commschat

CommsChat 

Alright friends, that’s all the time we have tonight. Many thanks to  for his insights and direction. #commschat

Rachel Miller 

RT   narrative must offer long term engagement opportunities #commschat

Adam 

 I’d like to see more integration for PR events. The narrative should be owned through digital, media, distribution etc #commschat


jenny andersson 

  narrative must offer long term engagement opportunities #commschat


sarah mcghie 

RT : RT  A brand, a belief, an idea, that manifested in a spectacular. It must have a powerful narrative. #commschat

Judy Gombita 

Long-time memorable (and relateable), not just spectacular in moment surely #commschat

sarah mcghie 

RT  In truth the stunt is dead. The current complex eco-system demands more. #commschat

Meltwater 

 Very true. The stunt needs to be part of a larger campaign to maintain awareness. #SoMeis a great tool to include. #commschat

Mark Borkowski 

 In truth the stunt is dead. The current complex eco-system demands more. #commschat

Rachel Miller 

+1 RT  A brand, a belief, an idea, that manifested in a spectacular. It must have a powerful narrative #commschat

jenny andersson 

RT  A brand, a belief, an idea, that manifested in a spectacular. It must have a powerful narrative. #commschat


CommsChat 

 Narrative may be key. That’s what creates conversation and maintains interest beyond a one-day climb up the Shard #commschat

CommsChat 

RT  A brand, a belief, an idea, that manifested in a spectacular. It must have a powerful narrative. #commschat

Mark Borkowski 

 A brand, a belief, an idea, that manifested in a spectacular. It must have a powerful narrative. #commschat

CommsChat 

MT  You wld need more than a stunt to retain awareness – follow-ups comms & new angles needed to stay in mind #commschat

Meltwater 

MT   benefit is awareness, positive WOM and influence on purchase decision. The risk is cost, negative WOM #commschat

jenny andersson 

T5. The benefit depends on the objective. Any stunt should be part of carefully crafted strategy and used to catalyse engagement #commschat

Adam 

 events only worthwhile if driven by scale or originality. Only then can you reach above the parapet #commschat

CommsChat 

MT  impt to create strategy and risk assessment 1st b4 investing in stunts that may be counterproductive #commschat

Meltwater 

RT   media coverage & bringing your message to a wider audience beyond your supporters #commschat

Thorne PR 

 You would need more than a stunt to retain awareness – follow-ups comms and new angles needed to stay in mind #commschat

CommsChat 

 I did too. But I still don’t know what the whole thing was about and why…but then giant duck may speak 4 itself! #commschat

Adam 

 important to create strategy and risk assessment first before investing in stunts that may be counter productive #commschat

Rachel Miller 

A5) I liked the JackpotJoy duck – striking images (Dec 2012) #commschat  http://t.co/YKVjVB5Qbw

CommsChat 

How bout, what is the benefit of a PR event? Why pursue something with the objective of turning heads, not necessarily talking? #commschat

Krista Madden 

RT : You can discover more about a person in an hour of play than in a year of conversation. Plato #commschat

Adam 

 in my experience stunts are often motivated by ulterior motives (individuals marketing themselves internally etc) #commschat

Mark Borkowski 

  What is the benefit of a large-scale publicity stunt? What is the brief? One size doesn’t fit all. #commschat

Adam 

 the benefit is awareness, positive WOM and influence on purchase decision. The risk is cost and negative WOM #commschat

Mark Borkowski 

 am told multi-tasking arises out of distraction itself. #commschat

Rachel Miller 

A5)  Ideally – Conversations and connections that go beyond a one-off hit of publicity #commschat

Sarah McNally 

 media coverage & bringing your message to a wider audience beyond your supporters #commschat

Meltwater 

A5: Awareness. You want to get people’s attention, and keep it. #commschat

Rachel Miller 

RT : T5: What is the benefit of a large-scale publicity stunt? #commschat

Meltwater 

RT  T5: What is the benefit of a large-scale publicity stunt? #commschat

Mark Borkowski 

  You did say political “cults” #commschat

CommsChat 

T5: What is the benefit of a large-scale publicity stunt? #commschat

jenny andersson 

Difficult evening. Juggling #dispatches c4, #panorama #bbc and #commschat all together.

Mark Borkowski 

 Goebbels was a clever experiential marketeer. He knew a thing or two about generating a brand logo #commschat


CommsChat 

  But it was mostly Mao, right? That and the little red book? Anyway… #commschat

Mark Borkowski 

  Joseph Goebbels understood the cult of personality. #commschat

Mark Borkowski 

 Clearly the stupid and offensive immigration #advan #stunt suggests the Conservatives wish to echo Farage #commschat

jenny andersson 

 there will always be personality cults in politics. Goes together like good cheese and fine wine (sorry, peckish) #commschat

CommsChat 

RT   A3: know where to draw the line. You could literally work 24/7 but I wouldn’t recommend it. #commschat

Eddie May 

 A3: know where to draw the line. You could literally work 24/7 but I wouldn’t recommend it. #commschat

Meltwater 

RT  Let’s turn to T4: What is the implication of the cult of political personalities like the Farage factor? #commschat

Thorne PR 

  Agreed. Helps prioritise best opps to engage, explain, build trust & shorten gap btwn audience & client #commschat

CommsChat 

Let’s turn to T4: What is the implication of the cult of political personalities like the Farage factor? #commschat

Mark Borkowski 

 I don’t practice what I preach, because I’m not the kind of person I’m preaching to.#commschat

Mark Borkowski 

   I master the art of triage many moons ago. #commschat


Meltwater 

 Absolutely! May I add: hire someone that knows what they’re doing with social. #commschat

Clare Johnson 

  re remaining sane I always remember its PR not ER and yes, lots of tea! #commschat

jenny andersson 

RT  It boils down to working for clients with high EQ. Managing expectations and being able to say no. #commschat

Mark Borkowski 

 Common sense factors greatly. #commschat

jenny andersson 

T3 Good #PR people have to thrive on and cope well with pressure. Before and after social media. no difference. #commschat

Meltwater 

Amen to that! RT   There has always been a lack of time. #commschat

Meltwater 

MT  A3) Time &expectations have accelerated but critical to remain calm,accurate,prepared.Plus copious amounts of tea #commschat

CommsChat 

RT  It boils down to working for clients with high EQ. Managing expectations and being able to say no. #commschat

Mark Borkowski 

 It boils down to working for clients with high EQ. Managing expectations and being able to say no. #commschat

Mark Borkowski 

 There has always been a lack of time. #commschat

Meltwater 

A3:Using the right tools makes a big difference. Set up the right listening channels and engage. That’s what social is all about! #commschat

Rachel Miller 

A3) Time and expectations have accelerated but critical to remain calm, accurate + prepared (if poss) Plus copious amounts of tea #commschat

Meltwater 

RT  T3: #Social has created a compression of time in comms. How do you remain sane when handling #PR or publicity? #commschat

Rachel Miller 

RT : T3: Social has created a compression of time in comms. How do you remain sane when handling PR or publicity? #commschat

Rachel Miller 

Amazing. RT   “It has a better ring to it. More user friendly than; couilles palle, coglioni or fegato” #commschat

Adam 

 what is more sane than listening and responding to your audience? I question sanity pre-social #commschat

Mark Borkowski 

 It has a better ring to it. More user friendly than; couilles palle, coglioni, or fegato. #commschat

CommsChat 

T3: Social has created a compression of time in comms. How do you remain sane when handling PR or publicity? #commschat

jenny andersson 

 also clarity, integrity and courage. Tho #cojones is just as good! #commschat


Rachel Miller 

 love the last part – that’s a hashtag and a half 😉 (Gender of the leader not withstanding, obvs) #commschat

CommsChat 

RT@MarkBorkowski Bell and Crosby have many qualities:determination. belief, vision, strategic nous, massive #cojones – #commschat

Mark Borkowski 

 Bell and Crosby have many qualities: determination. belief, vision, strategic nous, massive #cojones – #commschat


jenny andersson 

Great Q”@AllthingsIC:  What traits perhaps that Bell & Crosby displayed do you rate as most important for leaders? #commschat

Meltwater 

RT  A2) Great question, and needs longer than 140 characters to answer! Gut feel? Because it was personal #commschat

Rachel Miller 

 What traits (perhaps that Bell & Crosby displayed_ do you rate as most important for leaders? #commschat

jenny andersson 

RT  great point, I’ve heard nothing since & they need to continue the conversation #commschat


Mark Borkowski 

 Great questions, impossible to answer in tiny soundbites. #commschat

Mark Borkowski 

 Lynton Crosby & Lord Bell are past masters of control. – uber confident & stand by their beliefs . #commschat

jenny andersson 

  is there room for many diff approaches. Attack dog Greenpeace and quiet traditional engagement? #commschat

Rachel Miller 

A2) Great question, and needs longer than 140 characters to answer! Gut feel? Because it was personal #commschat

Meltwater 

MT  T2: Why did Lynton Crosby & Lord Bell have such a bullish reaction to headlines surrounding their lobbying brands? #commschat

Bel 

RT : You can discover more about a person in an hour of play than in a year of conversation. Plato #commschat

Sarah McNally 

 great point, I’ve heard nothing since & they need to continue the conversation #commschat

Mark Borkowski 

 Garnering support is a fine art, it rests on private, personal exchanges, rather than headline grabbing stunts #commschat

Rachel Miller 

Evening all, sorry I’m late. Note to followers: am now taking part in . Join in using this hashtag > #commschat

jenny andersson 

Greenpeace stunt could launch great career for young girl climber. Outdoor brand would sponsor her tho not quite the point! #commschat

Thorne PR 

 ….but little since, so an opportunity there perhaps? #commschat

CommsChat 

T2: T2: Why did Lynton Crosby & Lord Bell have such a bullish reaction to the toxic headlines surrounding their lobbying brands? #commschat

CommsChat 

Changing tack, we turn to politics… #commschat

Thorne PR 

 In 2006, WWF took Cameron to the Arctic & when he came to power he pledged to lead the ‘greenest Govt ever’ #commschat

Judy Gombita 

Word. RT  I am not sure it create change where it matters: in the board rooms. #commschat [or other stakeholders]

Luz dela Luz 

RT : RT  Our first topic: Was the Greenpeace #iceclimb an effective stunt? #commschat

Mark Borkowski 

  Agree. Although I am told there is another spectacular in the works, #Greenpeace #commschat

Mark Borkowski 

 I am not sure it create change where it matters: in the board rooms. #commschat

Eddie May 

 Ice climb made an impact on the day but like a lot of stunts, not much lasting impact #commschat

Meltwater 

MT  Stunt should act as a ‘spike’ w/in an overall strategy.A catalyst to support a push towards a comms objective. #commschat

Sarah McNally 

 interesting lots of media coverage but found little link to the cause. In this environment hard to get media notice #commschat

jenny andersson 

Agree MT “@MarkBorkowski: Try again.#Iceclimb did a ‘job” for Greenpeace. The challenge is to continue the Arctic conversation #commschat

Mark Borkowski 

  Stunts like this have always divided opinion. #commschat

jenny andersson 

Effective stunt should act as a ‘spike’ within an overall strategy. A catalyst to support a push towards a comms objective #commschat


Jen Picard 

  Agreed! If you do something that dangerous and nobody knows about it, what’s the point? #commschat

Mark Borkowski 

Whoops. Try again.#Iceclimb did a ‘job” for Greenpeace. The challenge is to continue the Arctic conversation #commschat

Jason Comer 

RT : You can discover more about a person in an hour of play than in a year of conversation. Plato #commschat

Jen Picard 

I hadn’t heard of it until just now, but it looks like it could have been a great way to get everyone’s attention. #commschat

CommsChat 

While we may remember the stunt, who remembers what it was for? Greenpeace, yes. But why? Maybe that makes something effective? #commschat

Adam 

 depends on the goal. You would expect coverage (eyeballs) and influence to be two key indicators of success #commschat

Mark Borkowski 

I thought the #ICECLIMB DID A JOB. THE #commschat

CommsChat 

RT   a shade over 1,700 views on YouTube. It was hardly Red Bull Stratos #commschat

Adam 

 a shade over 1,700 views on YouTube. It was hardly Red Bull Stratos #commschat


Thorne PR 

 Evening all. Well we’re still talking about it nearly a month on… #commschat

Meltwater 

RT  Our first topic: Was the Greenpeace #iceclimb an effective stunt? #commschat

CommsChat 

And my own question: What makes an effective stunt? #commschat

Jen Picard 

RT  We’ll take a look at publicity stunts, events public affairs and much more. #commschat


CommsChat 

Our first topic: Was the Greenpeace #iceclimb an effective stunt? #commschat

CommsChat 

Don’t forget to use the #commschat tag when posting. If it’s your first night, introduce yourself.

CommsChat 

We’ll take a look at publicity stunts, events public affairs and much more. #commschat


CommsChat 

Evening all, Brittany here. We’re joined by  tonight so be ready for a full, fun hour of publicity and PR talk #commschat

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