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		PRII Digest - 31 October 2007
		PRII Digest Public Relations Institute of Ireland                                                                  31 October 2007 If you have a news item or details of an event you'd like to include in the PRII Digest, please e-mail your contribution to info@prii.ie. Visit http://www.prii.ie/ or call (01) 661 8004 for more information on training workshops, or to register. ********************* In this issue *********************** Institute News Workshop: Online marketing Workshop: Picture perfect photography Workshop: Making a corporate DVD Workshop: Developing and implementing your communication strategy Are you joining us for Christmas Lunch? Industry/PRCA News Board appointment at Murray Consultants Dee McGrath promoted at Direction@JWT Calls for expressions of interest for the Dublin Transportation Office New sponsor being sought for Daffodil Day Job Opportunities Internal Communications Manager, Merrill Lynch Account Director and Junior Account Manager, Life Communications Communications Manager, Multinational FMCG Communications Manager, Fighting Blindness Senior Account Manager, Ocean PR UK & International News Who are the new integrators?  Institute News Thursday 08 November 2007 Online marketing, presented by Maryrose Lyons Discover the tools of internet marketing - from the established techniques of search engine optimisation and online advertising, to the newly-emerging areas of blogging and social networking. This half-day workshop is suitable for anyone who has a website, or is marketing a product or service, and needs to participate effectively online. Full details available at http://www.prii.ie/. Course fees: PRII members €220, non members €320. Thursday 15 November 2007 Picture perfect photography, presented by Mary McCullough and Peter Thursfield Designed for PR practitioners at all levels who want to get behind the thinking, the technology and the methods involved in securing a good photo opportunity, this half-day workshop is an essential insight into the relationship that exists between press and corporate photographer. Areas covered include: The path from photo-call to press; understanding what gets printed and why; planning your corporate photo-shoot and briefing the photographer; pricing the shoot; syndicating your photographs; and copyright and the post-event process. Full details available at http://www.prii.ie/. Course fees: PRII members €220, non members €320. Thursday 22 November 2007 Making a corporate DVD, presented by Jimmy O'Brien Examining the role of DVD in both internal and external communications, this practical half-day workshop addresses the issues pertinent to ensuring your presentation is professionally produced to the highest standards and stands the greatest possible chance of being successfully received. Areas examined on the day include: The production process; scripting your DVD; budgeting; copyright issues and intellectual property rights. Full details available at http://www.prii.ie/. Course fees: PRII members €220, non members €320. Thursday 29 November 2007 Developing and implementing your communication strategy, presented by Una Mc Sorley Having a strategy that aligns internal and external communications is essential in modern organisations. But what should this strategy look like and how do you go about writing one? This one-day workshop will show you the practical steps that can be taken to develop good communications with a range of audiences and stakeholders using appropriate messages and tools. Full details available at http://www.prii.ie/. Course fees: PRII members €365, non-members €495. Are you joining us for Christmas Lunch? You won't be disappointed! Your afternoon in the wonderful surroundings of Fire Restaurant on Thursday 06 December will begin with a complimentary drinks reception and will continue with fine food, great comedy from celebrated comedian ‘Big O', and music to lift the spirits from Latino band Guitano who will play exclusively for PRII guests at Samsara Bar across the street. Guest of honour on this very special occasion will be Eamon Ryan TD, Minister for Communications, Energy and Natural Resources. Tickets cost €85 per person, with tables of 10 and 12 available on request. Bookings must be made in writing before 24 November and you can download a booking form now on the homepage at http://www.prii.ie/.   Industry/PRCA News Board appointment at Murray Consultants Nicky Crichton has been appointed to the board of Murray Consultants Limited as an executive director. The appointment follows her success in achieving rapid growth for the company's consumer and brands division over the past 18 months. Nicky joined Murray Consultants in March 2006 with responsibility for a portfolio of leading brands including Heineken and Cadbury Ireland. Strong new business growth this year includes Capella Hotels, ADM Londis plc, Cafédirect, Green & Black's, and Postbank. Dee McGrath promoted at Direction@JWT Direction@JWT has promoted Dee McGrath to the position of Account Director. Dee is responsible for developing and implementing promotional marketing campaigns for a variety of clients including Mazda Motor Ireland, Bord Gais and Unilever. Calls for expressions of interest for the Dublin Transportation Office The Dublin Transportation Office is seeking expressions of interest from communications and media professionals, amongst others, to deliver a Communications and Public Consultation Programme to support their Transport Strategy 2010-2030. Further details are available at:  http://www.etenders.gov.ie/search/search_show.aspx?id=OCT093407&ln=EN. New sponsor being sought for Daffodil Day The Irish Cancer Society will celebrate the 21st anniversary of Daffodil Day on Friday 07 March 2008. After 13 years of a highly successful sponsorship arrangement with Bank of Ireland, the Society is seeking a new principal sponsor for this campaign. To learn more about how this high profile sponsorship could strengthen your corporate reputation, heighten your brand's visibility and strengthen your employee and customer relations, please contact Jane Curtin, Communications Manager, on (01) 231 0517. All funds raised on Daffodil Day are channelled into free nationwide patient care services for people with cancer and their families. Job Opportunities Internal Communications Manager, Merrill Lynch Location: Leopardstown, Dublin 18 Job Ref: NB COMMS About Merrill Lynch Dublin             Merrill Lynch first established a presence in Ireland in 1995 when we opened an office in the Treasury Building in Dublin. The office provided operations support to the capital markets business and eventually added support activities for our treasury, foreign exchange, and debt derivatives groups. Since then, we have also built our financial services capabilities in Ireland. Our Global Markets and Investment Banking business serves Ireland's professional investment community through our institutional sales desk. Our Global Private Client business offers tailored investment solutions to high net worth individuals through a team of private client professionals. Merrill Lynch International Bank Limited is now headquartered in Dublin. The bank is Merrill Lynch's primary non-US operating bank. In addition, we have expanded Dublin's role as a support hub, making it a pan-European centre of excellence for a wide range of back office and middle office services, including trade processing, settlements, custody services, product data services, control, and balance management. We have an exciting opportunity for an internal communications manager to join Merrill Lynch, to grow and develop our communications strategy. Job responsibilities: Production and execution of all Dublin-related electronic and print communications for the firm and management content on the Dublin websites Developing and implementing marketing/communication plans for various Dublin initiatives in line with Dublin management team Developing print and electronic pieces to support marketing efforts Writing e-mail/print communications, feature articles, organizational announcements, Dublin-related web content Webmaster/content manager responsible for content publishing/maintenance on Dublin websites; web design and ongoing development Editorial and web support for electronic newsletters and invitations. Skills and experience required: Minimum of five years of marketing and/or internal corporate communications experience Excellent writing and editing skills along with oral and interpersonal communications capabilities Strong project management skills; ability to manage multiple, complex projects and tasks simultaneously; organized and able to own and carry a project out from beginning to end, meeting interim and final deadlines Ability to lead teams and influence project outcomes Team-oriented, creative and self-motivated Knowledge of desktop applications (content publishing programs, JavaScript, Macromedia Dreamweaver, HTML, Adobe, Photoshop, PowerPoint, and MSOffice) is preferred. Application process: Please submit your application via www.ml.com/careers/ireland. Account Director and Junior Account Manager, Life Communications Location: Dublin city centre Due to further client wins in our Dublin office we wish to recruit an account director and a junior account manager. The successful candidates will play a key role in our team which works across a range of clients including high profile brands and major events. Our client list can be viewed on http://www.lifecomms.com/ As an award-winning agency we are looking for the best talent in the industry and in return offer an excellent remuneration and bonus package. Account Director You will have at least five years' agency experience working on consumer brands and be ready to head up your own team. Salary up to €65,000 plus bonuses depending on experience. Junior Account Manager You will have two-t hree years' experience working on consumer PR accounts and be ready to take on more responsibility for your own client portfolio. Salary €40,000 plus bonuses. Both successful candidates will have a recognised PR qualification. All CVs in confidence to Darlene - darlene@lifecomms.co.uk. http://www.lifecomms.com/ Closing date: 05 November 2007. Communications Manager, Multinational FMCG Location: Dublin The role: This communications manager role suits a strategic thinker. One who will shape the overarching global vision that this multinational holds firm. You will shape the vision with appropriate vernacular communication strategy. You will devise this vision. Your work will target internal and external stakeholders of this international brand. Applicants will more than likely be coming from an agency or an in-house role where their role involved change campaigns for public bodies/ public awareness, public information, investor relations, public affairs, corporate communications, communications management or customer relations. As communications manager for this FMCG you are positioned to work from a position of exceptionally high trust that currently exists with this brand. Your duties will involve: External and internal reputation management - develop and execute the strategic approach you create Making recommendations for future focus, based on existing public affairs strategy Financial budget ownership Community relationship management controlled by you in a genuine and meaningful way Controlling and driving corporate social responsibility projects Management of the existing large and respected public relations agency Planning media engagement and media relations/ relationships Working alongside human resources on specific projects for internal coordinated activities and national communications Leveraging national media contacts, journalists and prior lobbying contacts Having a deep insight with regard to how Dáil Éireann and the Oireachtas (Irish Parliament) works. This will enable the pushing of your strategic initiatives through the appropriate channels. Person specification: At least five years experience at a senior level in either a corporate communications, in-house account manager, account director, communication manager, strategic PR advisory role, strategic communications, or indeed a management consulting environment.  The why for you?   An autonomous role with established overarching vision (developed by the world's most respected brand managers). You will have a senior role in Ireland working within that framework. You will have international support and multinational offices to draw from as well as a local marketing team. Qualification and skills required: Minimum of  2:1 in primary degree Upwards of five years experience within industry Three years management and budgetary experience Ability to influence and persuade various stakeholders in a direct/indirect manner Experience of both the development and execution of strategic plans that support the overall business plan Programme planning and project management Media relations, corporate identity, public speaking, production of brochures, reports, etc, event management - news conferences, research and evaluation where appropriate. Corporate package: Salary not disclosed but remuneration very much in line with market rates Pension (10%) Family healthcare Car or car allowance Flexible leave L aptop & mobile & Blackberry What we will be looking for in you: We will be looking for evidence that you have worked on several change communications projects. That you are familiar with the nuances of the Dáil and the workings of getting through that medium and influencing the appropriate target. Next step:   Contact Linda Davis of Next Generation Recruitment on 00 353 87 291 6777 for a confidential discussion, or e-mail linda@nextgeneration.ie. All applicants will be acknowledged.  Applications will be handled in a confidential manner and with full discretion. Communications Manager, Fighting Blindness Location: Dublin city centre The ideal candidate will have in-depth experience of both the media and public relations. They will have a keen interest in the not-for-profit sector and will want to use their skills to make a real difference. The key areas of responsibility are external communication and media presence. You will play a central role in:   Operating in a fast paced environment - writing press releases and articles; responding quickly and appropriately to media queries; briefing and supporting spokespeople; developing and maintaining media relationships; monitoring the external communications environment; identifying PR opportunities and taking a proactive approach to news generation Supporting an internal communications culture that accommodates strong communications flow Implementing a communications strategy that is focused on raising awareness, building brand identity and supporting fundraising, advocacy and media objectives Create an annual communication plan across the media, stakeholder target contacts and the Fighting Blindness database to maximise effective communication. Essential skills and experience Minimum five to ten years' experience in public relations, preferably in PR consultancy, journalism or in-house communications Strong media experience and sound judgement. Ability to gauge the impact and relevance of a developing story and have the skills to respond appropriately Excellent written, verbal and communication skills Capacity to produce communication materials in various media An effective negotiator, a diplomat and team player Desirable skills and experience A mix of public policy awareness and experience of corporate and consumer PR is desirable Experience of success in winning sponsorship A knowledge of new media would be an advantage Qualifications and competencies   A university degree or a recognised professional qualification in communications, PR or marketing IT literate. Web technology and content management knowledge would be an advantage Closing date for applications is 5pm on Wednesday, 31 October 2007. Post applications to Avril Daly, Head of Public Affairs, Fighting Blindness, 1 Christchurch Hall, High Street, Dublin 8, or e-mail them to avril.daly@fightingblindness.ie. Senior Account Manager, Ocean PR Location: Dublin 4 Ocean Advertising and Brand Imagination is one of Ireland's fastest growing full service communications agencies. We are involved in a very broad spectrum of projects that range from traditional television, radio and press campaigns through to digital marketing and retail design. Recently Ocean launched our own PR department to provide a media relations and event organising service to our client base. We have experienced phenomenal growth in this area and are now looking to recruit a senior and experienced executive who can help us e xpand this exciting business. The ideal candidate will have 3-4 years experience in a PR agency environment working on both business to business and consumer brands and services. He or she will have excellent contacts in national media and should be capable of generating great ideas that capture the imagination of the media and public alike. This position represents an outstanding opportunity to take the senior role in a company that clearly has a big future. An excellent salary and benefits are on offer to the right candidate. Please reply to Doug Baxter, Managing Director, The Ocean Group - doug@ocean.ie - detailing current salary and experience by 01 November 2007. UK & International News Who are the new integrators? Finding holistic communications consultants in the changing world By Louis Capozzi, Chairman, Publicis PR and Corporate Communications Group, and President, International Communications Consultancy Organisation (ICCO) If you go to a foot doctor and complain of headaches, it is said, he's likely to find something wrong with your feet. The same holds true for communications. Ask an advertising agency for advice on a communications problem, and they are likely to recommend a 30-second spot. Ask a sports marketing firm and they will put your logo on a race car.  As integration has become the holy grail of communications, clients desperately seek unbiased advice on how to deal with the increasingly difficult environment of the 21st century. The decline of advertising effectiveness, increasing audience skepticism, unbelievable noise levels and the 24/7 realities of the Internet all fuel their frenzy. There's plenty of agreement in the communications and marketing communities about the need for unified strategies that form the foundation for all the elements in the communications mix. But who should lead the development of those strategies? After all, putting together a team with representatives from all the communications disciplines might lead to a strategy "without prejudice," but only if the team leader is truly objective. Clients need communications programs that are "wisdom driven" Until recently, the "golden rule" has applied to leadership of these integrated teams - "he who has the gold, rules."  On brands where there's $100 million in advertising on the table, along with a PR program and some ‘below the line' promotional work, there has been little doubt the advertising agency would take the lead on the integration team. If it's a multi-million dollar Olympic sponsorship, the events managers lead. In a bet-your-business takeover defense, the PR team is out in front. But the current environment mandates that we reexamine this default model. We may understand the need for integration, but most communicators haven't even scratched the surface on how to properly build an integrated program. Quite often we are starting from the wrong place and using the wrong terminology. Integration has to be more than picking the right tool from the toolbox.  Our model needs to ensure that strategic business planning remains in the center. Hand in hand with strategic business planning is finding the people who will lead with a management orientation - The New Integrators. What kind of skills and abilities are required of these "New integrators?" It's time for a new model. Instead of competing for budgets, communications firms from all disciplines need to learn how to work together. The New Integrators must be the focal point for finding the right solution, implementing it flawlessly, and measuring the work, regardless of which discipline is employed.  Public relations consultants are uniquely qualified to lead in this new environment. Here are some of the reas ons. Sensitivity to Multiple Constituencies - The digital age has ushered in a new need for transparency for any successful organization. On the one hand, micro-segmentation is a new option, on the other all of the audiences are interconnected and your interactions with them must assume full interaction and transparency among them. Everyone sees everything.  Consultants who focus on a "bulls-eye" target audience - often called "consumers" - won't cut it. Working with multiple audiences is like being a plate spinner in a circus - always hitting the wobbling plate. Public relations consultants offer a sensitivity to multiple constituencies - employees, the community, government, AND customers, that must be a part of a The New Integrator's DNA. Comfort With Lack of Control - in the digital environment, you have to give up control to gain power. The analogy is that if you have a friend who's always telling you what to do, they won't be your friend for long. The same thing is true of brands and companies. This is a disturbing notion to agencies who have worked only in strictly controlled communications disciplines like advertising or promotions, where every word, every comma, and every pixel is tightly managed. Public relations consultants know how to embrace this new world and work with it. A Global View -- Globalization adds to the complexity, and to the need for a broader view. Look at the example Al Reis points to in his book, The Fall of Advertising, The Rise of PR. A global food company might be wrestling with the obesity issue in the US while in Europe their big issue is genetically modified ingredients and in Africa the problem is malnutrition. Many public relations consultancies are part of global networks which allow them to deal with all of these in an environment where all the global audiences are exposed to each other's messages. Communication without prejudice. As anyone knows who has tried it, producing excellent advertising is a very tough job. Making a 30-second TV commercial that works, and selling it through a gauntlet of approvals is enormously challenging. But this tactical skill does not necessarily grow the broad strategic perspective required of The New Integrators.  Advertising, though, isn't going away - because publishing isn't going away and it needs advertising to support its business model. So, advertising has to change. What has to change the most is the mentality of the people. Public relations consultants bring a broader view to client challenges and create an opportunity to change the mentality.    The new model must be advice-centric. The client's problem, analyzed and interpreted from the broadest possible communications perspective, must be at the hub of the effort. Team members from multiple disciplines can contribute to and enrich the advice, but in the end the disciplines support the advice, they don't drive it. Public relations consulting is advice-driven. We counsel our clients not just on what to say, but most importantly on what to do to align their interests with those of their key constituencies. The BRIC Markets - A New Chance to Get It Right Look to China or Russia or India for the new model. The so-called BRIC nations (Brazil, Russia, India and China) have the chance to jump over old technologies to new models - just like jumping over wired telephone networks to wireless - jumping over gasoline directly to hybrids or hydrogen. Maybe communications in China can jump over the old model too- miss completely the bad days of disjointed communications - and go right to some new model. If they do, bet on public relations consultants to play a major role - especially those with a public affairs orientation.  After all, in a communist country the role of the government is disproportionately important. It's time for a new tone as well - &sh y;from selling to factual. From big bang to continuous conversation. From "shovel ware" to tailored. As Richard Edelman has said, "we need to admit complexity and contradiction." The bottom line is this: the training and skills required to deal with this complexity are hard to find.  Many of the individual disciplines of communications -- especially advertising and other "controlled communications disciplines" -- don't teach the skills required. But our firms need to step up to the challenge. In order to make the most of this dramatic new opportunity, we must change as well. A new set of skills First, our industry needs step up to the need for measurement and accountability. New models are needed for tracking, evaluating and analyzing the results of our programs. We need to understand the impact and influence of our work has on audience attitudes and behavior, and the factors that drive the change. As Jack Welch, the venerable former Chairman of General Electric is famous for saying, "if you can't measure it you can't do it." Second, firms need to attract more and better talent to the agency business. Future agency leaders must be: Business people -- capable of handling higher-level business relationships and understanding the businesses and industries they serve; Strategists - whose work is rooted in strategic audience insights that line to overall business objectives and goals; Marketers - who understand all aspects of the marketing mix in order to seize opportunities and leverage the elements; Scientists - who fully understand the importance of research and know how to measure a program's value and impact; and, Globalists - who are accustomed to and appreciative of the differences across cultures and geographies. Public relations firms have an enormous opportunity ahead of them to lead the next generation of marketing and communications activities around the world -- to become The New Integrators.  Maintaining a broad view, building experience, staying on top of technological change and recruiting the best people with next-generation skills will take our industry where it has the potential to go. Best regards, Cyrilla Costello Marketing Manager Public Relations Institute of Ireland. 78 Merrion Square, Dublin 2. Tel: (01) 661 8004. Fax: (01) 676 4562. Registered number: 104919.