Job of the Month Page 23 - The PR Report

Issue 45 : JULY 2010
In this issue:
1. Roxy Jacenko (pic right): the Sydney based founder of Sweaty
Betty PR to star in an Australian TV series explaining how the
public relations industry really works
2. IDM Publisher Marina Go to launch two new print titles: The
Knot and Younger You
3. British Army launch employee blog on Wordpress
4. ZING PR win Bavarian Hotel Group account with Oktoberfest
event project
5. Map of DELL’s social media journey
6. Where the truth lies… page 31
Job of the
Month
Page 23
Left: ZING PR : l to r: Jocelyne Simpson, Kate Loxton, Broc Munro and Kate Whitehair Right: Marina Go, IDM

Diary note: PR & Corporate Communications Conference, Sydney, 10 & 11 AUGUST
Gala Dinner: 10 th August
Keynote speaker: John Blyth, SVP, Fleishman-Hillard USA www.frocomm.com
(formerly head of Comms for McDonald’s USA)
British Army launch blog using Wordpress as platform
Article in full from “People In Defence” 1 Jul 2010
British forces in Afghanistan have
launched a mass blogging initiative
involving dozens of personnel writing
regular posts from the front line on the
Army, Navy and RAF websites.
The individual blogs, some of them
accompanied by video or podcasts, detail
the realities of life on operations so far.
The authors, who range from junior
personnel to senior officers, talk about
their jobs, their living conditions, their
battles and successes, their impressions
of Afghanistan and their relations with the locals.
Task Force Helmand spokesman, Lieutenant Colonel James Carr‐Smith, said: "This is a first for the British forces. Servicemen
and women have been blogging for years of course privately on personal pages, but we have never provided the platform to
bring all those blogs together before. People can follow just one person or a number of bloggers from one regiment, or
indeed read them all."
Of all the three Services, the British Army has the most people serving in Afghanistan, and this is reflected in the number of
bloggers writing online at www.britisharmy.wordpress.com
They include soldiers from the Royal Dragoon Guards, 1st Battalion The Royal Gurkha Rifles, 1st Battalion The Royal
Regiment of Scotland (The Royal Scots Borderers), and 21 Engineer Regiment to name but a few.
In all, eleven regiments are represented
so far, but the number of bloggers, and
participating units, is growing all the time.
The Royal Navy website features the men
of 40 Commando Royal Marines, based in
Sangin, on its Jack Speak blog site.
Doctors, gunners, police mentors and
even the 40 Commando padre are among
those detailing their experiences in
regularly updated entries.
The Royal Air Force website features
bloggers ranging from RAF medics

working in the field hospital in Camp Bastion to RAF firefighters.
The number of blogs on this site will continue to grow to reflect the breadth of the RAF contribution to operations in
Afghanistan:
"We want more people back home to know what it is our men and women are doing in Afghanistan," said Lt Col Carr‐Smith.
"And who better to tell those stories than the men and women themselves who are at the forefront of our effort, who
operate in very demanding conditions with extremely difficult jobs."
Although this is an initiative for the current deployment (Op HERRICK 12), the aim is that it will continue through future
deployments, with more and more Service personnel encouraged to put themselves forward as 'online correspondents'.
Burson‐Marsteller create PR campaign for Beam Global
Burson‐Marsteller Australia launched a PR campaign for US bourbon whiskey Maker’s Mark’s
new campaign and competition, “Leave Your Mark”.
The idea for the campaign is based on the tradition dating back to the 1800’s when pewter
smiths left their Maker’s Mark on their finest work, Maker’s Mark is challenging bartenders
from around the world to leave their own personal mark on their best cocktail creations.
As part of the campaign, Burson‐Marsteller will invite Australia’s finest bartenders to create
their own signature Maker’s Mark drink, presented in a handmade pewter tumbler. One lucky
bartender will then be selected to fly to Kentucky to represent Australia in a competition to
become the Maker’s Mark International Bartender of 2010.
Burson‐Marsteller has held the Beam Global PR account for eight years. The campaign is being
managed by Alex Churcher (right, above) and Charlotte Ferrand (right, below) at Burson‐
Marsteller.
Beam Global Australia brands distributed in Australia include Jim Beam, Canadian Club, Sauza
Tequila, Maker's Mark Bourbon, Courvoisier Cognac, Laphroaig Scotch Whisky, Larios Gin,
Teacher's Scotch Whisky, Russian Standard Vodka, Bols Liqueurs and Galliano. Beam Global
Australia is part of the Beam Global Spirits & Wine, Inc. owned by Fortune Brands, Inc.
(NYSE:FO), a consumer brands company with annual sales exceeding $8 billion.
AMPR announce client wins
Ann Morrison Public Relations (AMPR) has won international lifestyle brand ESPRIT
(general campaigns and the launch of Pitt Street store in Sydney later this year),
national shoe retailer Zomp, accessible luxury label RAOUL and Eyegasm Brands which
represents Nicole Ritchie’s House of Harlow accessories and Winter Kate apparel as
well as LA brands Gypsy 05, fLuXuS and Wildfox. AMPR has also been appointed to
manage the debut of Mimco’s sunglasses range.
AMPR has been managing campaigns for national and international client interests for
almost two decades. Initially specialising in fashion, accessories, beauty and events,
AMPR’s client base now spans lifestyle, interior design and property development.

Fashion continues as a mainstay, with AMPR’s client list including Forever New, Kmart, Levante, Jonathan Aston, Pepe Jeans,
AMBRA, Patrizia Pepe and Cose Ipanema. The agency also continues to manage all PR responsibilities for the L'Oréal
Melbourne Fashion Festival, now the world’s largest consumer fashion event.
Event management is also a major pillar of the AMPR business with Emirates at the Spring Racing Carnival, David Jones,
Louis Vuitton and L’Oréal Professionnel as clients.
Lifestyle has shown strong growth in a highly competitive market segment with blue chip clients including Kmart, Samsonite
and The GPT Group’s Melbourne Central and Highpoint shopping centre.
AMPR also represents a number of maternity and children’s clothing brands including Oi Oi Baby Bags, Kids Avenue and Run
Scotty Run.
Pro‐bono work continues to be an important part of AMPR’s efforts. The agency proudly donates time and support to
organisations including The Australian Childhood Foundation, The Koala Foundation and Women @ The Alfred. AMPR now
has 14 full time staff and offices in both Melbourne and Sydney. It recently appointed Vera Traikovski as Office Manager.
Access Public Relations win mcm media account
Access Public Relations has been appointed to handle the public
relations for mcm entertainment group (ASX code: MEG) division
mcm media.
Photo: on left: Andrea Kerekes, on right Rochelle Burbury; Co‐
Founders of Access PR.
The brief covers the full spectrum of public relations including
consumer, trade and corporate activity.
mcm entertainment is one of Australia's most progressive media
entertainment, digital solution and new media technical innovation
organisations. The mcm media division is a leading producer of
national radio, online, television and mobile content. Utilising this
content, mcm media delivers innovative marketing solutions to
their advertiser clients.
Dawn ‘til Dusk Publicity win Paul O’Brien account
Sarah Findlay (pic, right) of Dawn ‘til Dusk Publicity will be the exclusive publicist for Paul O’Brien.
Findlay launched her own agency last year with clients including Ricki‐Lee Coulter, Tivoli Audio,
Geneva, Liberté and Renato Jewellers. Prior to launching Dawn Til Dusk Publicity, Findlay has worked
on a number of high profile campaigns including Under Armour, Porsche, Robert Bosch Power Tools,
Mattel and Kiss FM.
O’Brien has just completed filming for the first Underbelly telemovie, Underbelly Files: Tell Them
Lucifer Was Here. The former Home and Away star plays murdered cop Rodney Miller.
“Paul has a lot of exciting projects in the pipeline since the last episode of Home & Away aired mid‐
2009 including starting his own acting school in St Kilda, The Actors Nest,” says publicist, Sarah Findlay.

BENCH PR win ASI account
BENCH PR has won global software provider to the not‐for‐profit sector, Advanced Solutions International (ASI).
ASI is the largest, privately‐owned global provider of web‐based software for member and donor‐based not‐for‐profit
organisations and has served nearly 3000 customers and millions of users worldwide since 1991.
BENCH PR will work with the ASI Asia‐Pacific team to develop and implement a PR campaign that positions the company as
the ‘partner of choice’ for not‐for‐profit organisations to help them run their organisations more efficiently.
ASI's flagship software product iMIS is used by more than 280 not‐for‐profit organisations in the Asia Pacific region including
Cancer Council Victoria, National Breast Cancer Foundation, The Royal Australasian College of Surgeons, Committee for
Economic Development of Australia, Australian and New Zealand College of Anaesthetists and The Royal Australian College
Of General Practitioners.
This is the third account win for BENCH PR so far this year. Clients include Attachmate and NetIQ, IFS, Synnex, Netsolutions
Australia, Global Graphics and Retail Directions.
www.benchpr.com.au
Tourism NT creates new PR & Comms positions
Tourism NT has appointed two senior PR staff to its restructured global marketing communications division. Based in
Darwin, the new positions oversee teams tasked with positively enhancing the Northern Territory’s image, appeal and
reputation globally.
Rachel White has been appointed as Director Global PR & Media and Julie Bishop as Director Global Marketing.
Rachel has more than 15 years communication experience gained from both agency and in‐house roles spanning tourism,
consumer, media, consumer technology and business‐to‐business sectors.
Most recently she was Associate Director of Edelman Worldwide PR’s Lifestyle team in Sydney where she led major tourism
and consumer accounts.
Prior to this Rachel spent eight years with The Travel Corporation as Group Communications Manager responsible for
managing the communications strategies for iconic travel brands including Contiki Holidays, Trafalgar Tours, Insight
Vacations, Creative Holidays and AAT Kings. She has also worked in media with consumer marketing roles at Pacific
Magazines spanning New Idea, That’s Life!, Girlfriend and TV Hits magazines.
A brand and destination marketing specialist, Julie has more than 20 years tourism and marketing experience. Most recently
she held the position of Director Marketing for the Abu Dhabi Tourism Authority based in the UAE, where she was
responsible for developing and implementing its strategic global marketing and communications plan.
Prior to this Julie held key marketing, brand and research roles with Tourism Victoria including Group Manager Brand
Victoria, Manager Brand Strategy and Services and various advertising and market research positions. She has also worked
in the private and not for profit sectors in consultancy roles for economic planning, destination development and vocational
education and training.
Born in Darwin, Julie has returned after many years living throughout Australia, Japan and the Middle East.

Adman admits PR “ultimate weapon in the marketing arsenal”
Article in full: by Harold Mitchell, Business Day.com.au 2/7/10
Spin: just what doctor ordered
THIS column is about public relations ‐ or, to use the in word, ''spin''. People who work in public relations used to be called
PR practitioners. But now they are the ''spin doctors'' and it drives logo‐maniacal Louise mad. No matter what terminology
we use, ''spin'' is an incredibly effective communications tool, if not the ultimate weapon in the marketing arsenal.
At Charlie's insistence, I accepted an invitation during the week to appear on the ABC panel show Q&A on Monday night.
Charlie only watches the ABC (or SBS if he has to watch a soccer match), so appearing on Q&A was like winning the grand
final. What an experience, as half a dozen supposedly intelligent people have the hot studio lights shining on them.
The ABC studios are in Sydney, and given that the overnight temperature in that city on Monday night dropped to an
unusual 2 degrees, it didn't seem to be such a bad place to be. The program is an ABC winner but last Monday was an
exceptional night. It seems that a star was born while the erudite regular compere of Q&A, Tony Jones, took a week off.
''You never think that your replacement will be as good as you,'' says Louise.
''Maybe better,'' says Charlie.
As soon as the panel started to talk about spin, the viewers started to tune in ‐ big time.
The show normally has an audience of 500,000 viewers, which is really good for 9.30pm. The previous week, the program
attracted 541,000 viewers but last Monday it jumped to nearly 750,000.
Admittedly, the panel included Barnaby Joyce. He normally draws a couple of hundred to town halls in western Queensland
but only if there is a chook raffle to get things under way.
There is no doubt that the star attraction on Q&A last Monday night was that tall, attractive Italian girl, Virginia Trioli ‐ and
did she get the show really moving. She previously won a Walkley Award for seeing off the career of former Liberal defence
minister Peter Reith over the ''children overboard affair''. It was a more than an interesting night with Joyce, who typically
goes for the jugular, getting all confused and pinning himself by his own jugular. Nasty look, that. Louise says if you talk too
much you'll finish up saying something stupid. Say no more.
The panel and the audience discussed the matter of ''spin'' around the former prime minister, wondering if the next spin
would be for him to become the future minister for foreign affairs.
I don't know about spin sometimes. It seems to me that the only real expert was Shane Warne ‐ best spinner of all time.
Charlie still reckons he would be a great minister of foreign affairs. ''Lots of experience,'' says Charlie.
The Virginia Trioli Q&A night not only made the ratings jump but also increased numbers in the younger market (that is,
people under 55) by an amazing 75 per cent. The upmarket viewers, which the ABC normally has anyway, increased by 44
per cent. Tony Jones does the show so well and will be back next week. I wonder if the numbers will hold up.
Somehow I don't think the 7.30 king, Kerry O'Brien, will be taking a week off any time soon. They might ask Virginia to stand
in for him.
Diary note: PR & Corporate Communications Conference, Sydney, 10 & 11 AUGUST
Gala Dinner: 10 th August
Keynote speaker: John Blyth, SVP, Fleishman-Hillard USA www.frocomm.com
(formerly head of Comms for McDonald’s USA)

PR Fashion guru to star in TV show about PR
Roxy Jacenko (on left in photo), founder of fashion PR company, Sweaty
Betty, is keeping tight‐lipped about her upcoming TV show on the PR
industry, saying only “It’s a fly on the wall documentary style look at the
PR World.”
Jacenko recently scored a huge article in Sydney tabloid newspaper The
Daily Telegraph for her purchase of a “$320,000 black Aston Martin V8
Vantage” (The Daily Telegraph on July 06, 2010)
The Daily Telegraph described the show, called The Sweat Box, as a “fly‐
on‐the wall series based around Jacenko's day‐to‐day movements, an
Aussie hybrid of The Hills.”
The show will run on Channel 7 (Australian commercial TV station).
LEWIS PR win Fonality account in US and Australia
Fonality www.fonality.com , a leading provider of cloud‐based business phone systems and contact center solutions for
growing businesses, has appointed LEWIS PR as its public relations agency of record in the US and Australia. LEWIS was
selected after a competitive pitch.
Steve Shimek, general manager of the LEWIS office in Los Angeles, will lead the program and will report to Corey Brundage,
VP worldwide marketing at Fonality.
FT launches media monitoring service
Article in full from PR Week.com (subscription required)
Gemma O'Reilly, prweek.com, 02 July 2010
The Financial Times launches press cuttings service on FT.com
The Financial Times has launched a press cuttings service on FT.com, which enables users to search and view digital images
of FT articles as they appeared in the newspaper.
The service has been developed to support the extension of the FT's digital licence to include digital images of FT newspaper
articles, previously licensed by the Newspaper Licensing Agency (NLA).
PRWeek revealed the FT was planning to make changes to the way it sells licences for its products earlier this year. The plans
follow the introduction of controversial new charges by the NLA in January this year.
The press cuttings form part of the FT.com ‘metered’ access model, where registered users can access up to 10 articles per
month at no cost and unlimited access to articles requires a premium or corporate subscription.
The press cuttings section of the site allows users to:
‐ Search for FT newspaper articles from all five print editions of the paper
‐ Save searches for future reference and set up alerts based on specified search criteria

‐ View a digital image of a single article and/or as it appeared on the page
‐ Send article headline links to colleagues or clients with annotated comments
Following a six‐month consultation period with customers and stakeholders, the consolidation of the Financial Times' digital
licensing will provide direct licence holders with unlimited access to FT journalism.
The content will be accessible through FT.com as well as media monitoring services, press cuttings agencies and news
aggregation services for one price.
Ad agencies win PR awards at Cannes
Article by Elisenda Estanyol, Lecturer at the Open University of Catalonia
(Barcelona‐Spain): photo, right
Billed as the world's biggest celebration of creativity in communications,
The 57 th Cannes Lions International Advertising Festival was held in France
last month. Over 24.000 entries from all over the world were showcased
and judged at the Festival.
Winning companies received the highly coveted Lion trophy, honouring the most creative film, film craft, print, outdoor,
interactive, radio, design, sales promotion & activation and integrated advertising, as well as the best media, direct
marketing, PR and Titanium ideas.
In its second year the PR category received 571 entries, up 32% from last year. Due to the high increase in entries, the jury
decided that it was necessary to award Gold and Silver Lions, rather than only PR Lions, which is normal for a new category.
The PR jury, chaired by Paul Taaffe, Global Chairman and CEO of Hill & Knowlton, awarded 11 Gold Lions ‐ to Germany
(three), Italy (two), Sweden (two), US (two), Belgium (one) and Finland (one)‐ and 32 Silver Lions from an initial shortlist of
87.
Paul Taaffe has called on the Cannes Lions festival organisers to change its name to recognise the wide variety of marketing
disciplines represented at the festival, now in its 57th year.
Taaffe challenged the PR industry to raise its game after the number of advertising agencies entering and winning PR
Lions continued to eclipse PR agencies.
A campaign from Gatorade that saw a rematch between two rival high school American football teams 15 years after an
historic showdown has won the top awards for both for PR and Promo and Activation at Cannes Lions 2010.
The drink brand had the ingenious idea of tracking down the players for a playoff 15 years after they drew in their final
senior year game. Gatorade's campaign, called ‘Replay’, brought back the original players (now in their mid 30s) from two
1993 high school football teams to replay their rivalry game that ended in a 7‐7 tie. The brand and TBWA\Chiat\Day created
a five part online documentary series following the players’ journey.
The campaign went beyond advertising, creating a genuine news interest and generated US$3,415,255 worth of earned
media (from just US$225K in paid media) making for 14,000% ROI. Named one of CNN’s Top Stories of 2009 the story was
also picked up as a documentary television series by Fox Sports Net and aired nationally to 90 million households. As a
result, regional Gatorade sales increased 63%.
The ‘Fight Cervical Cancer in Style’ campaign developed and funded by GlaxoSmithKline, executed by Weber Shandwick and
its sister lifestyle boutique SLAM PR, on behalf of GSK in association with Jo’s Cervical Cancer Trust, won a Silver Lion, the
only winner in the healthcare category. The national campaign was developed to educate girls and women about cervical
cancer so they could better understand their risk and how to reduce it.
Leo Burnett Sydney won a Silver Lion for Canon 'Photochains' and Three Drunk Monkeys Sydney wins another PR Silver Lion
for The Cancer Council campaign 'Sun Sound'.

Fleishman‐Hillard brought home three awards from this year’s Cannes International Advertising Festival. The agency’s
‘Riding Shotgun With Papa John’ campaign won a Gold Lion in the Best Integrated Campaign Led by PR category, as well as a
Silver Lion in the Retail and E‐Commerce category. Work for the World Hepatitis Alliance brought home a Silver Lion in the
Best International PR Campaign category.
The PR Lions has been the unexpected pleasant surprise for the Indian delegation at Cannes Lions. The one entry that made
it to the shortlist has managed to win a Silver Lion. The award goes to BBDO India for the work done for Gillette, titled
‘Woman Against Lazy Stubbles (W.A.L.S.)’.
All the PR Lions winners along with their credits can be viewed online at www.canneslions.com/work
By: Elisenda Estanyol, Lecturer at the Open University of Catalonia (Barcelona‐Spain)
eestanyol@uoc.edu
People moves
Joe Aston moves to Abu Dhabi as executive speechwriter and PR for Etihad Airways. Aston was previously with CPR, QANTAS
and before that, Media Advisory to Federal MP Joe Hockey.
Sarah Cornhill of Burson‐Marsteller Sydney relocates to Burson‐Marsteller New York
Andrew Butcher becomes Head of PR/Communications at Photon Group.
Howorth & Ogilvy PR launch Microsoft Office 2010 in Martin Place
In celebration of the local launch of Office 2010, Microsoft Australia hosted the world’s first Office Mayor Meetup for
Foursquare users in Sydney’s Martin Place. Office ‘Mayors’ from across Sydney were invited to gather in the city’s CBD to
network and learn more about Microsoft’s Office 2010 and enjoy some Office 2010 branded refreshments. Even more
compelling, the first 110 Mayors to check‐in and provide a detailed tip on why they want Office 2010 had the chance to win
a copy of Office Home and Business 2010.
As an additional chance to engage with this influential audience, winners who blog or post a review of their favourite feature
of Office 2010 before July 15 th , 2010 can go on to receive a copy of Office Professional 2010.
Foursquare is the latest social media phenomena attracting thousands of participants world‐wide and this Office Mayor
Meetup was the first of its kind. Microsoft’s Office Mayor Meet up recognised the rapidly emerging trend of ‘Mass Mingling’
that online social media networks have created. These networks are helping people to connect not only in the online world,
but off‐line as well as more and more like‐minded people use them to connect en masse face‐to‐face. Moreover, Nielsen
Social Media Report: Wave 2009‐2010 reported that 38 per cent of Internet users interacted with a company via a social
networking site in 2009, up from 23% in 2008*. Through a combination of social media networks like Facebook, Twitter,
Foursquare and traditional media, Microsoft drove interest and awareness for the event, which attracted hundreds of
visitors to Martin Place.
With more than 60,000 Sydneysiders on Foursquare, the Office Mayor Meetup was an engaging way to get Office 2010 in
the hands of this influential online community. Hundreds of people who may not have traditionally engaged with Office
2010 or Microsoft were given the opportunity to get their hands on the product and to try it out for themselves.

Tina Flammer, Office Consumer Product Manager, Microsoft Australia saw this event as an opportunity to connect with an
emerging, influential online community, “The Office Mayor Meet Up was a powerful mechanic to engage with the Sydney
based pacesetters since social media is becoming a more prominent vehicle to interact to with consumers.”
The 2009 Global Online Consumer Survey by Nielsen, the largest of its kind, reported that nine in every ten Internet
consumers worldwide (90 percent) trust recommendations from people they know, while seven in every ten (70 percent)
trust consumer opinions posted online.
“Word of mouth is one of the most powerful drivers to purchase, we felt that this was a great way to get people talking
about our product,” said Flammer.
As a result of the Office Mayor Meetup, 141 people ‘checked in’ at the Office Mayor Meetup location on Foursquare with
hundreds of people attending the event to experience a hands‐on demonstration of Office 2010.
Help for time‐poor, over‐loaded PR teams
A new Australian online publicity
service offers overloaded PR
departments the ultimate stress
buster. PR Guru
www.prguru.com.au , has a 24
hour or four day, Write My Press
Release service as well as Media
Database Lists segmented by
interest area – available 24/7.
Developed by Melbourne based
PR agency, JMM
Communications, the service is an
extension of the business,
offering online services, packaged
for easy access.
According to Julie Morgan
director of JMM Communications
and creator of PR Guru, the
service fills a gap in the PR space.
“As an established agency we know the importance of having a back‐up team to assist PR departments when you are flat out
– and PR Guru offers just that!
”Our dedicated team of PR professionals and journalists can turn around a press release within 24 hours or four days if
you’ve got more time to spare. And, a fresh pair of eyes or new perspective to craft a press release can be invaluable.
“We are often asked for our media database lists which have been built up over 25 years, used extensively and updated
regularly,” continued Julie. ”Well, here they are! They are segmented by interest – from arts, business, through to wine, or
news and current affairs lists including metropolitan, suburban or regional media.”
PR Guru media lists are competitively priced, starting from $40.
PR Guru offers a range of other PR tools including hosting the press release in the newsroom once it has been signed off, and
a DIY Publicity Guide. There are no on‐going fees; PR Guru offers high quality PR help when you need it, and wherever
possible, matches the interest of the client with the writer’s expertise.

IDM’s online success leads to print titles
Independent Digital Media to launch women’s lifestyle magazines “The Knot” and
“Younger You”
Independent Digital Media (IDM) has announced the launch of Younger You magazine
for September and The Knot magazine for October. The magazines are extensions of
IDM’s popular wedding website TheKnot.com.au and anti‐ageing website
YoungerYou.com.au, and will be distributed nationally. The Knot magazine will have a
print run of 60,000, and Younger You magazine will have a print run of 30,000.
The magazines are the newest additions to IDM’s stable of premium women’s lifestyle
brands, which also includes beauty website PRIMPED.com.au.
Marina Go, (pic, right) Independent Digital Media’s Publisher, says the magazines are an
exciting step in building on the strength of IDM’s women’s lifestyle portfolio. “Women
engage with media in multiple ways, and The Knot magazine and Younger You magazine
will extend the reach of these brands to communicate with audiences both online and
offline,” says Go.
“We have a solid base of advertising clients from our portfolio of women’s lifestyle websites, and will be
working closely with them for each of the magazines,” added Go.
“Our plan is to engage with our communities across all media, with digital at the centre,” Go continues. “This
next initiative will build on the successful online launches of TheKnot.com.au and YoungerYou.com.au to
extend the brands into the magazine landscape.”
The Knot magazine and TheKnot.com.au are edited by Alicia Richardson (pic right), former Editor of
whatswhat.com.au, while Younger You magazine and YoungerYou.com.au are edited by Jenni Gilbert (pic
right, below), former Editor‐in‐Chief of New Idea and launch editor of Good Medicine.
Independent Digital Media is owned by IPMG. IPMG is an Australian owned group of specialist print,
interactive, communications and media companies. Founded in 1887, and continuously owned by the
Hannan family, there are now 30 companies within IPMG employing over 2,000 people.
LEWIS PR launches free Twitter sentiment monitoring
Chatterscope http://www.chatterscope.com tackles the difficult task of monitoring the mood
around a brand on Twitter
Chatterscope is a free platform for Twitter sentiment monitoring and analysis. Chatterscope automatically tracks and alerts
organizations about negative and positive Twitter conversations mentioning their brands.
Chatterscope tracks brand mentions on Twitter and automatically classifies the sentiment within each message (tweet),
aggregating results to determine the percentage of positive, neutral and negative tweets for each brand. After free account
creation, brand managers can receive alerts flagging polarized tweets about their brands at hourly, daily or weekly intervals.
In addition to acting as an alert system, Chatterscope also provides visual insight into the ongoing progress of a brand’s
reputation within Twitter. Sentiment levels are represented as percentages and a series of graphs showing historic
sentiment over time. It also features a livestream view, which can provide management or communications executives an
instant snapshot of potentially negative exposure.

In order to set up the alert system, the user simply needs to register an account and sign in. A list of universally positive and
negative keywords is presented within the interface, but each end user can customize and augment the list to fit words that
have special meaning for each brand tracked.
“With more than 65 million messages on Twitter each day, the task of monitoring sentiment within the conversations is
difficult for PR teams to handle manually – but it’s still a task that needs to be done,” said Ian Lipner, Director of Product
Development for LEWIS PR. “While no sentiment analysis engine working with 140 characters approaches more than 95%
accuracy, Chatterscope is one that PR teams can use right now to get a quick read of their brands’ sentiment on Twitter ¬–
and an even quicker heads‐up when something changes.”
Chatterscope is in its first public beta, with many additional features planned for its next iteration and premium versions of
the application, including manual adjustment of sentiment classification, benchmarking against industry peers and more
detailed and customizable visualization of results. Community engagement for sentiment classification is also a potential
feature addition surfaced through initial user feedback.
Maverick launches RECKITT BENCKISER campaigns
Engagement Marketing and Communications agency Maverick has won three new projects with world leader in global
household, health and personal care products; Reckitt Benckiser. Reckitt Benckiser, owners of brands such as Dettol, Glen 20
and Finish, have recently reviewed their roster of Australian agencies and appointed full service agency Maverick in both
below‐the‐line and PR capacities for three upcoming campaigns.
Photo, right: Melissa Grove who is client lead on the RB business
Cameron Marks, Maverick Agency Principal said: “Reckitt Benckiser products are used
in Australian households all year round; however the cold and flu season is a
particularly pertinent time for the household products giant to be active with their
marketing.
It’s not that easy to get the average consumer or journalist for that matter, interested
in an anti‐bacterial hand wash or surface disinfectant, so our campaigns are designed
to use a blend of engagement and PR strategies to strengthen and support each
other’s objectives that will ensure we get the desired dynamic cut through. From
building a giant inflatable Germnasium for kids to “Test the Nation” style common
hygiene sense tests for Mums we will be challenging Australians to really think about
how they are keeping them and their family germ free this winter.”
The three campaigns being executed by Maverick are:
• Germwatch: An initiative by Dettol, Glen 20 and Pine O Cleen which provides Australians with a simple reminder to
use good hand hygiene practices and the right disinfectant products to help protect their family and wider community from
the spread of germs this winter.
• The Dettol Healthy Touch Schools Program: A giant dome‐shaped inflatable ‘Germnasium’ classroom will visit
primary schools in NSW, VIC and QLD this year educating students on the importance of hand hygiene via a fun, interactive
and educationally based series of activities.
• Our Home Our Planet: An educational campaign that targets consumers and is designed to provide simple and
practical advice about the small steps we can all take to reduce energy and water use, and save money whilst using the
Reckitt Benckiser products ‐ steps that will collectively make a real and positive impact on the environment.

Boyd wins “Lizzies” Media Relations award
MediaConnect Australia, a leading web portal connecting PR professionals and journalists, organises and hosts the annual IT
Journalism Awards – known affectionately as The Lizzies – on behalf of the IT media community in Australia and New
Zealand. In 2009, MediaConnect introduced a new award category the ‘Best PR Professional’ award (now known as the ‘Best
Media Relations’ award) proposed and supported by respected, award‐winning journalist, David Hellaby.
Breaking from convention, the Best Media Relations award recognises PR professionals who have demonstrated excellence
in effective and efficient dealings with the media. Phil Sim, CEO of MediaConnect, said, "Unlike most PR awards, which are
generally based on the success of PR campaigns from a client perspective, this is a 'journalist choice' award aimed at
allowing the tech media community to show their appreciation to the PR professionals who have proven most valuable and
helpful during the calendar year...”
The Best Media Relations award is based on the following criteria:
� Understanding of the journalist's publication, audience and information requirements, via the pitching of relevant, useful
and interesting story leads;
� Understanding of the journalist's workflows and deadlines, via effective and non‐invasive interactions;
� Record in responding promptly, efficiently and fairly to journalists enquiries and requests;
� Record in thinking creatively to attract journalist's attention and enhance the journalist/PR interaction;
� Ethical conduct.
The inaugural Best Media Relations award saw independent agencies and sole operators dominate the nominations with
over 50 journalists participating – each finalist was nominated by four or more journalists. Dash PR director Christine
Kardashian was one of six PR professionals selected as a finalist, a huge achievement within her first year of business.
2009 (2008 calendar year) finalists included:
� David Bass (Bass Public Relations)
� Shuna Boyd (Boyd PR)
� Duncan Craig (PPR)
� Corrie McLeod (Espresso Communications)
� Pru Quinlan (Einsteinz Communications) – WINNER
2010 (2009 calendar year) finalists included:
� David Bass (Bass Public Relations)
� Shuna Boyd (Boyd PR) – WINNER (Shuna on left in photo, with
Tamara Jawad, Media Connect’s Client Services Director on right)
� Jen Crowcroft (Bite Communications)
For more information, visit The Lizzies website: www.thelizzies.com
Looking for a new job?
*** see Job of the Month on Page 23 ***

PLAY Communications win new accounts
PLAY Communication win a host of high‐profile clients including Optus, Samsung, Bluescope Steel, Kleenex and Queensland
Rail
PLAY Communication has been appointed onto the Event Management Services panel at Optus. New projects across
business units are already underway. PLAY’s ability to come up with creative, innovative solutions and meet commercial
imperatives was a key component in PLAY’s successful bid.
Also on‐board with PLAY is tech company Samsung. PLAY has been working on a new exhibition and product showcase
campaign for Samsung’s Digital AV division which went live in June 2010. This marked PLAY’s third experiential campaign for
Samsung, a testament to PLAY’s ability to deliver clear, measurable results.
PLAY has also cemented its strong relationship with Bluescope Steel this year, winning a place on their agency panel. Their
next project together will involve several public events and internal communications campaigns to build brand engagement.
PLAY’s team has also just been signed by Kleenex to continue its work on the Silk Touch tissue campaign. Launched in 2009
by PLAY, Winter 2010 will see PLAY follow up the launch with more experiential activations for this FMCG brand.
PLAY is working with Queensland Rail, beginning with two initiatives focussing on rail safety for staff and the community.
For information visit: http://www.playcommunication.com.au
Public labels NSW Pollies Twitter debate an "epic fail"
Article in full by James Hutchinson (Computerworld) 16 June, 2010
Opposition, public slam first Australian political debate on Twitter
Australia's first Twitter political debate has been derided by both the public and NSW Opposition Leader, Barry O'Farrell, as a
waste of time which saw key public questions go unanswered.
O'Farrell faced off against NSW Premier, Kristina Keneally, and Greens MP Lee Rhiannon over Twitter in debating issues
surrounding this Saturday's by‐election in Penrith. Questions from the public were moderated by Channel Nine political
reporter, Kevin Wilde, and posed to the political leaders. The debate saw Keneally and O'Farrell actually join Twitter while in
the Penrith locality, while Rhiannon tweeted she was at the Greens office in Erskineville.
While the three parties initially seemed keen in starting the debate, Keneally and O'Farrell were immediately at odds over
justification behind using Twitter as a forum. O'Farrell said the debate was held because "KK refused to participate in a
debate organised by the Penrith Business Alliance," while Keneally claimed it "flattens democratic debate" and "enlivens
democracy".
O'Farrell remained critical of the debate throughout, tweeting that a face‐to‐face public debate held across NSW would
better involve the public.
The public were equally critical, calling it "a dogs' breakfast", with one user writing "Twitter is a conversation in a pub, not a
town hall meeting".
"After reading the #penrithdebate, I'd frankly rather see the fail whale instead," said another user, referring to the technical
issues and downtime Twitter has faced over the past week.
Some accused Keneally of copying and pasting prepared statistics and statements into Twitter, which dominated the
majority of the conversation between the political leaders. Wilde denied the claims, saying he was with Keneally at the time.

The public debate isn't the first time Keneally has attracted flack over Twitter. Last month, the Premier used the social
networking site to deny claims she purposefully avoided parliamentary debate surrounding same‐sex marriage due to her
strong Christian beliefs. Keneally has told Computerworld Australia that she authors all of her own tweets, unless signed by
her staff, such as "kkstaff" amended on the end.
Res Publica win Priceline account
Sydney‐based PR consultancy Res Publica has
been appointed by Priceline, one of Australia’s
leading retailers, to provide public relations
support for two upcoming national campaigns.
Res Publica will also provide on‐going support.
After helping Priceline celebrate the milestone of
reaching three million members of the Priceline
Clubcard loyalty program earlier this year, Res
Publica will provide PR and event management
support for Priceline’s two major sponsorship
properties: ACP’s 30 Days of Fashion and Beauty
and Pacific Magazines’ Australia’s Biggest Health
Check.
Both projects will involve a range of reader and
customer events, experiential activity, consumer
promotions and media relations.
Text 100 promote Aussies to senior global positions
Three of the nine leadership team members of Text100 are now based in Sydney: Ava Lawler and the newly promoted
Steven Murphy and Anne Costello. Australia will remain under Anne’s leadership as she also takes on the India markets.
Text 100’s new look team is:
• Anne Costello, former Senior Vice President Asia Pacific, promoted to Regional Director South Asia
• Steven Murphy, former Regional Operations Director, Asia Pacific, promoted to Regional Director North Asia
• Rowan Benecke, former Asia Pacific Regional Director, will relocate in September to Madrid to run the newly formed Central
& Southern EMEA region
• Sarah MacKenzie, former Global Head of Digital Lifestyle, promoted to Regional Director for Northern Europe
Kjell Hjelm, former Regional Director for EMEA has resigned and is leaving in July for personal reasons.
The new South Asia region includes four offices in India, Text 100 subsidiaries GRO and Vox PR, and Text 100 Australia. North
Asia includes Text 100 China, Hong Kong, Singapore, Malaysia and Japan. The Central & Southern EMEA region includes
offices in France, Germany, Spain, Italy, Amsterdam, South Africa and partners in the Middle East; while Northern Europe
encompasses the UK, Norway, Denmark, Sweden and Finland.

Top 5 trends in PR
LEWIS PR Australia recently celebrated 15 years in the business. General Manager Scott Pettet (pic, right) spoke to The PR
Report about the main changes since the firm first opened it’s doors.
The PR business has changed substantially over the past 15 years mainly due to the
influence of developments in technology. The main PR tools of the trade used to be
the phone and fax, but these have been well and truly displaced by email and the
internet. Information that would previously take hours or even days of research is
today just a Google search away. Today’s new PR practitioners really don’t know
how good they have it!
The internet has, and will continue to, revolutionise the PR industry. Its rise is driving
all of the key trends our industry faces today, including:
1). Disintermediation – the old paradigm of one‐to‐many broadcast style PR has
been replaced by a highly fragmented model with many communications channels
available to today’s practitioners
2). Acceleration – social networks and micro‐blogs have considerably accelerated the
speed of communications. A crisis for a brand can erupt and escalate in a matter of
minutes and must be managed in real time
3). Content – the internet allows us to become publishers of our own information
and the best information goes beyond the written word to incorporate images, video
and audio
4). Globalisation – geographic barriers have been broken down meaning that information is now global, regardless of where
it is published. Organisations need to take a global view of their communications to ensure consistency and cohesion
5). Integration – the rise of new communications platforms and the fragmentation of audiences demands that campaigns
are deployed integrated across multiple channels. Today’s PR practitioners need to have a broader skill set and knowledge
base than in the past
Social media dominates Asia‐Pac web use:
NIELSEN
Social media usage has seen unprecedented growth in Asia Pacific in the past year
and is now one of the most critical trends in the online sector, according to the latest
report from leading online researcher, The Nielsen Company.
Nielsen’s inaugural Asia Pacific Social Media Report found that three of the seven
biggest global online brands are social media sites – Facebook, Wikipedia and
YouTube.
Close to three quarters of the world’s Internet population (74%) have now visited a
social networking/blogging site, and Internet users are spending an average of
almost six hours per month on social media sites.
Megan Clarken (photo, right), Managing Director of Nielsen’s online business in Asia
Pacific: “With three quarters of the global Internet population now participating in

some form of social media, businesses can no longer afford to simply observe the social media phenomenon, they need to
embrace it.”
The Nielsen report, which compiled social media trends and analysis across the Asia Pacific region, reveals that social media
is having an increasing impact on consumers’ purchasing decisions – in Asia Pacific, online product reviews are the third
most trusted source of information when making purchase decisions, behind family and friends. This is particularly so for
purchases of consumer electronics, cosmetics and cars – products where consumers are most likely to base their purchase
decisions on online product reviews.
HIGHLIGHTS:
Blogs rule in Japan
• Japan Internet users are the most avid bloggers globally, posting over one million blogs per month, significantly
more than any other country.
• Japan’s adoption of Twitter continues to grow, with unique visitor numbers having increased from less than 200,000
to more than 10 million in the year to April 2010. Sixteen percent of Japanese Internet users now use Twitter, which
compares to 10 percent in the US.
Grass roots celebrities attract China’s social networkers
• Bulletin board systems underpin popular social media behaviour in China – over 80 percent of social media content
is bulletin board systems.
• Social media games are used as a stimuli to drive new users and gain reach with existing users, while content sharing
behaviours are more popular among the more experienced users. Virtual product placement within social networking site
games is becoming one of the most profitable methods of revenue for social networking sites, generating between
US$200,000 to US$500,000 per month on product placement.
• ‘Grass roots’ celebrity tracking dominates online conversations in China, with grass roots celebrities such as Phoenix
Sister and Mr Yuan outperforming real life celebrities in popularity.
Australians flock to online forums
• Australia leads the world in social media engagement, with the highest global average for time spent per month
engaging with social media, averaging over seven hours per month
• In contrast to many countries, Australians look to communities of interest such as parenting or sports sites as a key
channel for social media discussion – 62 percent of Australian Internet users visited a message board or forum in 2009.
• Linkedin has seen one of the fastest growth trends amongst social media sites in Australia, with unique audience
numbers increasing by 99 percent from July 2009 to May 2010
The PR Edge win Retravision account
Retravision Southern Limited has appointed The PR Edge to provide PR services. The PR Edge won the business in a joint
pitch with parent company Clemenger Harvie Edge (CHE); CHE has won the creative advertising business. This appointment
follows a pitch process that began in early May.

Men fall for “PR girls”
Mark McInnes, the CEO of Australia’s ASX listed premier retail store, David Jones, resigned in June after “acting
inappropriately” with an employee from the Public Relations department, meanwhile, in the UK; new Liberal Democrat
Minister admits affair with his “PR girl” (see copy of newspaper headline following article on Mark McInnes)…
McInnes “avid admirer of female form” says Fairfax journalist
Full article here: http://tinyurl.com/29re74t
Mark McInnes (age 45) was the high profile CEO of Australian retail store David Jones. He resigned on 18 th June after
admitting to inappropriate behaviour involving a 25 year old female employee from the David Jones Public Relations
department.
McInnes confirmed at a press conference that "at two recent company functions I behaved in a manner unbecoming of the
high standard expected of a chief executive officer to a female staff member … as a result of this conduct I have offered my
resignation to the David Jones board and we have agreed on the mutual termination of my employment with the company,
effective immediately."
McInnes received a termination payment of A$1.8m, but lost out on
potential bonus payments of A$16m.
The media frenzy was immediate, with journalist questioning McInnes’
past behaviour, and how David Jones itself exerted pressure on journalists
to refrain from commenting on the CEO’s personal life.
According to Ian Verrender, a Journalist at The Sydney Morning Herald,
McInnes had a reputation: “Long known as an avid admirer of the female
form, McInnes is a mercurial character, charismatic and hugely respected
by industry peers and his investors and a man who clearly enjoyed the
attention lavished upon him by an adoring fan base.
But there was always a propensity to push the boundaries of personal behaviour right to the edge and an awareness of the
potential repercussions. Several years ago, as business editor at The Sydney Morning Herald, I was informed McInnes was
unhappy about certain, rather tame, items that had appeared in the CBD column regarding his personal life.
While there was never any direct threat, the implication was clear:
David Jones was a major advertiser and the Herald couldn't afford
to lose the business. Nielsen estimates that David Jones spends
more than $40m a year on advertising, including a significant
percentage on Fairfax’s print titles such as the SMH and The Age.”
Photo, above: Mark McInnes (on left) looks at Megan Gale (right), a
model employed by David Jones to be “the face” of the company.
Right: The UK’s Daily Mail newspaper leads with news that a
Government Minister is leaving his wife for his “PR girl” after
recently campaigning on a platform of “family values” with his wife
by his side.

Web 2.0 in Government Conference
Frocomm’s 2 nd Annual Web 2.0 in Government conference was held in Sydney last
month
Photos:
Top: Opening keynote; The Hon Paul McLeay MP
Middle: Panel session: Dr Nick Gruen & Alan Noble from Google
Lower: Oliver Palmer discussing iPhone “apps”
Audio recordings of some speakers/panel sessions now online
Some of the sessions are now available to listen to as podcasts on the blog
1. Click here http://thepublicinterest.ning.com
2. Scroll down to the bottom box on left hand side, labelled Audio
3. Click on file listings and click the play icon
Presentations
All of the speaker approved presentations from the conference are now online. Please
click the link below:
http://thepublicinterest.ning.com/page/2nd‐annual‐web‐20‐in
Please forward these links to friends and colleagues.
Google to Australian Government: “Set information free”
By Dave Goodfellow, Associate, Fleishman‐Hillard (@dpgoodfellow)
During its inception, fuelled by creative collaboration and information exchange, the digital economy prompted a paradigm
shift in the Public Relations industry. Led by an immense change in the nature of interactions between individuals, networks,
organisations and governments, the digital communications shift exponentially increased the ease with which we access
information.
Increased accessibility has resulted in higher frequency, better quality and more transparent stakeholder communications,
but who actually benefits from this digital economy?
According to Google’s Director of Engineering, Alan Noble, potentially everyone can benefit [especially governments].
Speaking at the Frocomm Government 2.0 Conference on June 23, Noble said: “Just a few years ago the only tweets you
ever heard came from birds. Web 2 has changed the way information is distributed over the internet. These new tools,
combined with a culture for open collaboration, have changed the way that people interact and this presents some
important new challenges and opportunities, particularly for government”.

Considering Google’s recent on‐and‐off relationship with China, Noble surprisingly drew no comparison between freedom of
information and the search giant’s recent withdrawal and re‐entry into the Chinese market. Noble instead focused on
community engagement and the deregulation of information.
“Web 2.0 is about dialogue, about collaboration, about connecting people. An amazing fact I just learned is that one in six
minutes people spend online is on social platforms like Twitter, Facebook and others… the next generation of citizens are
living their lives online,” Noble said.
“Online communities help address the amazing torrents of information that are overloading us and help us identify the most
useful parts of all that information out there by allowing us to tap into the connections that can add the most value… we tap
into people with world renowned knowledge and people with localised knowledge to allow us to solve problems in new
ways that we never thought possible,” Noble continued.
In the government sector, like in many traditional PR practise groups, information has always been the most widely traded
commodity. Equally, the control and strategic dissemination of information has also been a primary tactic for practitioners.
However, the shift towards a participatory society is proving these core values outdated.
“Information is becoming a pervasive and free resource that’s driving much of the growth in digital economies, but too much
publicly funded non‐confidential information is held up, blocked behind government firewalls or incumbent with onerous
copyright restrictions, and therefore of little use. I want to see this public information available to all. Information is much
more powerful when it is set free. It’s going to create great social benefits and increase the potential for innovative new
products and services.”
By tapping into the collective intelligence, Google has been able to bring great social benefits to the global community
through products such as Google Maps and Google Transit. For example, Google has been involved with helping to make
emergency service information publically available during the 2009 Victorian bushfires. More recently Google has also
worked with the Great Barrier Reef Marine Park Authority to map data in and around one of Australia’s greatest natural
beauties.
In an environment where all information is freely shared, Google believes that individuals, networks, organisations and
governments will all be judged against their own merits in a flatter democracy.
ZING win Bavarian Hospitality Group account
BHG (Bavarian Hospitality Group (BHG)) has appointed Zing as its
retained PR agency.
Zing has been charged with handling the publicity across the BHG
portfolio of beers, bars and pubs and restaurants that includes The
Rocks venues, The Argyle and Löwenbräu Keller, along with the
Bavarian Bier Café properties.
Zing’s extensive PR and events experience with alcohol clients such as
Bacardi Lion and Lion Nathan, and entertainment projects including
SYD.NYE09 and Nomad Two Worlds, perfectly align their experience
with the needs of BHG.
Sandi Szangolies, Marketing Director BHG said of the new partnership: “We are excited to be working with the team at Zing
who have proven themselves to not only be creative, but understand the needs of our business and deliver solid, strategic
recommendations.” With a raft of BHG projects already in the pipeline including the annual Oktoberfest and a rapidly
expanding portfolio of premium venues, Zing is excited to grow with the BHG business.
ZING PR photo : l to r: Jocelyne Simpson, Kate Loxton, Broc Munro and Kate Whitehair

Map of Dell’s social media journey:
CNN Reporter Tweet leads to job loss
CNN Fires Veteran Middle East Editor Over Tweet: Article from Reuters July 8, 2010 by Eric Walsh; Editing by Nick Macfie
US TV network CNN has fired a senior editor for Middle East news after she published a Twitter message that said she
respected a Lebanese Shi’ite cleric branded a terrorist by the United States, U.S. and British media said Thursday. The Grand
Ayatollah Mohammed Hussein Fadlallah, one of Shi’ite Islam’s highest religious authorities and an early mentor of the
militant group Hezbollah, died in Beirut on Sunday.
Octavia Nasr, a 20‐year CNN veteran based in Atlanta, wrote on Twitter: “Sad to hear of the passing of Sayyed Mohammed
Hussein Fadlallah … One of Hezbollah’s giants I respect a lot,” the New York Times reported.
Some supporters of Israel saw the Twitter posting almost immediately and took issue with it, the Times said. CNN officials
were not immediately available to speak to Reuters... CNN officials became aware of Nasr’s message on Monday, and a
spokesman said on Tuesday that it was an “error of judgment” on her part, the Times reported.
“CNN regrets any offence her Twitter message caused. It did not meet CNN’s editorial standards. This is a serious matter and
will be dealt with accordingly,” the spokesman said, according to the Times.
The BBC report said that Nasr wrote in a blog post on Tuesday: “Reaction to my tweet was immediate, overwhelming and
provides a good lesson on why 140 characters should not be used to comment on controversial or sensitive issues, especially
those dealing with the Middle East.”

FFA ramps up PR war
Article in full from: Stephen Mayne in Crikey 9/7/2010:
Meet Rod Allen: the Fairfax heavy now fighting Fairfax for the FFA
As the Fairfax investigative unit continues its heavy campaign against Football Federation Australia’s World Cup bid, you
have to feel a bit sorry for former Fairfax veteran Rod Allen who has crossed to the PR dark side and is battling hard to limit
the damage.
Allen is a former chief of staff of The Sun Herald who only joined the FFA late last year, and in January succeeded the feisty
Bonita Mersiades who departed as the FFA’s head of communications in rather acrimonious circumstances.
Mersiades was a contributor to News Ltd’s The Punch site before her departure and she certainly was talking up all the
economic benefits for Australia. It would be interesting to know what she now thinks about all these documents that have
fallen into the hands of Fairfax’s crack duo of Nick McKenzie and Richard Baker.
The continuing stream of Fairfax stories is certainly doing plenty of damage to the credibility of Australia’s bid, which
probably explains why the FFA has lobbed a classic defamation stopper writ in the NSW Supreme Court. Margaret Simons
reported on Wednesday [7 th July] that FFA chairman Frank Lowy has been ringing Fairfax directors to complain about the
coverage.
This wouldn’t surprise given Lowy’s command and control approach to management, although the FFA denies it and point
out Lowy has been busy in South Africa and Europe during Fairfax’s jihad.
There was a time when Lowy was perceived to have some influence over Fairfax courtesy of three cross‐directorships
between Westfield and the media company, namely former Fairfax chairman Dean Wills, former Fairfax CEO Fred Hilmer
and David Gonski. However, even that didn’t stop Ian Verrender’s extremely damaging front page reports for the Sydney
Morning Herald back in 1998 about Westfield funding bogus community groups.
John Howard’s welcome reforms to defamation law ended the right of companies to sue for defamation, but this doesn’t
cover the FFA because it is a not‐for‐profit incorporated association.
The FFA is most enraged about Fairfax’s suggestion it was somehow running a Melbourne Storm‐style system with two sets
of books that has hidden the spending of up to $10 million in government money.
As the documents and statements continue to flow from the government, the FFA and various auditors, it is looking like this
inference will be very difficult to stack up. A strategic withdrawal and apology on this point would be a sensible move for
Fairfax, thereby allowing it to continue to deploy this treasure trove of internal documents which have come its way.
That said, the Fairfax editors do need to think about the national interest. Taxpayers have committed $46 million to winning
the 2022 World Cup and victory is still considered a reasonable prospect. Is it really worth running a long and protracted
campaign? Okay, the contracts with some of these colourful European lobbyists look generous but the facts are now on the
table and the majority of the payments are success fees.
Every last dollar of taxpayer money has been accounted for to the government and Fairfax runs the risk of being captured by
a disgruntled former staffer and Andrew Jennings, who has been running a long jihad against Peter Hargitan.
The harsh reality of the situation is that you don’t win global sporting events such as the World Cup without playing the
game. For mine, the 'scandal' of the FFA bid is nothing like as bad as what McKenzie and Baker turned up with the Reserve
Bank’s subsidiary Securency and it is time to wind things back and allow Australia a chance to put its best foot forward ahead
of the December 3 decision for 2022.

PR Job advertisements:
PR Job of The Month
Practice Director (Consumer Technology) – SYDNEY ‐ $Neg
This highly regarded, sector leading multi‐national PR agency requires a new senior management team member to
lead its Consumer Technology / Lifestyle Technology practice division.
Leading an established and accomplished team you will seek the opportunity to build upon an impressive and
stable client portfolio to further grow and develop this practice division.
You will bring insights and considerable experience of consumer & lifestyle technology trends, underwritten by
natural and interest in, and proven ability to leverage, social media. A natural leader you thrive on delivering
strategic counsel at the highest level and enjoy the challenge of business development and seek the autonomy to
grow your own enterprise.
You should have at least 7‐10 years experience within a PR agency environment and likely be a Senior Account
Director or Group Director looking to take the next step.
Enquiries and applications should be directed to Jeremy Wrench:
E: jobs@capstone‐careers.com
T: 03 9827 7277
To learn more about these roles or about Capstone Careers go to:
W: www.capstone‐careers.com
Capstone Careers provides specialist permanent recruitment services to the Public Relations, Corporate Affairs and
Marketing Communications industry. Capstone is led by Jeremy Wrench, MPRIA, and guided by his 16 years of
experience in international PR consulting and senior management. Capstone utilises decades of practical
experience to successfully provide guidance to, search for, select and appoint high quality practitioners with first
class clients.
SYDNEY ROLES
PR: Account Manager (Consumer & B2B Technology focus) – SYDNEY $60k+
Young, friendly and supportive, this mid size Sydney agency requires a level‐headed and experienced AM or SAM
to support its impressive B2B and Consumer Technology client portfolio. You should have 3+ years consulting
experience and proven track record of success with b2b and/or technology clients.
PR: Account Manager / Senior Account Manager (Consumer Technology) – SYDNEY‐ $65k+
This mid‐size Sydney consultancy requires a new AM/SAM to join its growing consumer tech team. 4+ years
consulting experience and proven track record with home entertainment, mobile tech and some retail preferred.

A genuinely exciting client list, supportive, stable and relaxed working environment, impressive work life balance
and significant benefits package await the successful applicant.
PR: Account Director (Issues & Corporate) – SYDNEY ‐ $80k ‐ $110K +
This highly respected Sydney consultancy requires a talented AD with 8 years experience, and proven ability issues
management and high level stakeholder engagement. This role will suit someone with ambitions to grow a
compelling offer.
PR: Account Director (Consumer Technology) – SYDNEY ‐ $80k‐$110k+
A world‐class, high profile, leading edge client portfolio awaits the successful applicant for this role. This leading,
highly regarded Sydney consultancy is seeking a gun consumer tech AD with 6 years + experience. Proven track
record in mobile tech, peripherals, home entertainment and gadgets preferred.
MELBOURNE ROLES
PR: Practice Director (Consumer) – MELBOURNE – $110k+
This exciting, dynamic and growing international consultancy requires a gun practice head to lead its young but
impressive consumer practice team. You will bring insights and considerable experience working with leading
consumer & lifestyle brands and proven ability to create, lead and execute highly successful campaigns on behalf
of your clients.
You should be natural relationship builder and have an established and trusted network of influential local market
contacts. Equally you have significant experience in managing a diverse client portfolio of leading national and
international brands.
The successful candidate will have at least 6 years experience within a PR agency environment and likely be an
Account Director or Senior Account Director looking to take the next step.
PR: Social Media Director (Corporate & Consumer)– MELBOURNE – $Neg.
More than just a working knowledge of Facebook and Twitter, you need to be a proven social media expert, with
demonstrable track record of creating and implementing impactful social media campaigns on behalf of a
corporate and consumer client base. A natural mentor you will have built your social media expertise on a solid
base traditional PR experience. You will join a young, vibrant, respected and fast growing Melbourne based
consultancy and be supported by a first class consulting team.
PR Account Manager/ Senior Account Manager ‐ (Corporate) – MELBOURNE $65k+
An outstanding opportunity for a proven and experienced Senior Account Manager with one of Melbourne's
leading PR consultancies. This is a tremendous opportunity to join a fun, social and highly successful consultancy
with specific expertise and outstanding clients in the corporate, technology and professional service retail sectors.
5+ years consultancy experience required.
Enquiries and applications should be directed to Jeremy Wrench:
E: jobs@capstone‐careers.com or T: 03 9827 7277
To learn more about these roles or about Capstone Careers go to:
W: www.capstone‐careers.com

Randstad
For a confidential discussion about the job market please call Caroline De Kimpe, executive manager, on 02 8248 1874.
communications officer
• Drummoyne location
• $40/hr
• 2 month contract
An opportunity for a communications officer to take on a contract with a large government agency. Objective: Plan and deliver a range of
high quality communication activities, including advertising, writing for publications, promotional campaigns for events and media
opportunities.
To apply please send your resume to brook.zabaks@randstad.com.au quoting Ref No. 65‐703562.
Calling all Media Officers
• Contract positions
• $40‐$55/hr
• strong media contacts essential
Due to an increase of requests for Media Officers we are calling all available contractors for short and long term contracts! We are
receiving a massive growth in Media Officer roles so are looking for any candidates who would like to be contacted when new roles come
in.
To apply please send your resume to brook.zabaks@randstad.com.au quoting Ref No. 65‐1234
Annual Report Writer
• 4 month contract
• CBD location
• High Profile Government Department
An opportunity for an annual report writer has risen within a busy Government Department to take on a 4 month contract. In this role
you will be required to liaise with staff from various divisions across the organisation. You need to posses outstanding editing, proof
reading, fact checking and organisational skills. The majority of this role will be to edit and write the report however you will at times be
required to interview senior managers on their thoughts of the last financial year.
To apply please send your resume to brook.zabaks@randstad.com.au quoting Ref No. 65‐708265
Campaign Manager ‐ Sponsorship, Promotions and Marketing
• Exciting and challenging government role
• CBD Location, stunning offices
• Excellent project management opportunity spanning events and communications
Reporting to the Manager Operational Promotions you will project manage, monitor and report on direct marketing campaigns for the
international education sector. This will include managing and implementing direct marketing campaigns to promote an extensive
international and Australian portfolio of events.
You will develop and implement strategies for client communication programs and events and develop close relationships with industry
allies and marketing services suppliers.
To apply please send your resume to nicola.gifford@randstad.com.au, quoting Ref No. 65121215.

Senior Communications Advisor
• Leading Australian Banking and Financial Services Organisation
• Exciting eight month fixed term contract ‐ start in 2 weeks
• CBD Location
Provide strategic communications advice and execution working with a communications team of three based on strategies, programs,
processes and tools to support business objectives.
To apply please send your resume to nicola.gifford@randstad.com.au quoting Ref No.
65121213
Wellington's Recruitment
Wellington’s Recruitment Pty Ltd was established in July 2004 by Amanda Wellington (pictured), an experienced recruiter
with over 12 years’ experience working in specialist recruitment agencies for the Communications industry. Amanda’s
years in recruitment follow on from a successful career in advertising account management which included working at
Mojo Advertising for many years both in Sydney and in Melbourne which is where Amanda is originally from.
Wellington's Recruitment is a specialist recruitment agency and is focused on the permanent recruitment of middle to
senior management in PR, Corporate Communications, Marketing Communications and Advertising both in an agency and
client side environment.
Contact: Amanda Wellington
Phone: 02 9959 2488
Website: http://www.wellingtons.net.au
Email: careers@wellingtons.net.au
Consumer PR/Experiential Director! | Circa $140K
Location: NSW
A brilliant opportunity to join a thriving cutting edge integrated agency as the PR Team Leader! You will report to a "go-getter"
MD and will have the support of an experienced team!
You will be the strategic resource/counsel for these dynamic and challenging pieces of business which require a PR
Practitioner with an ability to produce sound consumer PR/experiential campaigns taking into account the wider marketing
mix! You will work closely with the MD and take full responsibility for your accounts driving and growing the business whilst
you work. New business pitching will also be an important aspect to this role so having a demonstrated track record in winning
business is essential as is being a confident presenter.
You will be tertiary qualified ideally with around 12+ years' agency PR experience. Expertise in Youth Markets, Beverages,
FMCG, Social Media and Experiential would be well viewed.
You will enjoy working with a team of like-minded practitioners who are good fun, talented and inspiring!
Email: careers@wellingtons.net.au
PR AD - Consumer $110K - Marcoms Agency!
Location: NSW
Marcoms agency has a need for a consumer PR AD who is at the top of their game! You will drive some key agency accounts
with large budgets and a breadth of projects so variety is a given here!

Prestigious and exciting accounts to drive in popular consumer lifestyle sector! This top notch agency offers a social, collegial
and energetic work space to operate in and offers exposure to a range of marketing disciplines. Team to manage of course
and scope to progress too! 7+ years’ agency experience required.
Email: careers@wellingtons.net.au
PR Senior Consultants - Cons./Corp. | Circa $55K
Location: NSW
Several opportunities exist within popular agencies on accounts which are mentally challenging, varied and sophisticated in
their approach to PR! Degree & 2+ years’ PR agency experience required.
Email: careers@wellingtons.net.au
PR Practice Leader - Corporate/B2B Focus | Circa $150K+
Location: NSW
Popular PR agency requires dynamic Practice Leader to manage a great mix of corp./B2B accounts which aren’t in the typical
corporate sectors which means interesting/stimulating work! Team to manage and scope to progress as well! 12+ years’
agency experience required.
Email: careers@wellingtons.net.au
PR AM - Consumer | $65K-$70K
Location: NSW
Excellent opportunity exists in award winning creative agency for a driven consumer AM to manage highly visible programmes
in the Lifestyle/Food/Beverage space! Scope to progress once ability is proven. Juniors to manage as well! 3/4 years agency
experience required.
Email: amanda@wellingtons.net.au
NTC: Senior Communications Officer
An exciting opportunity exists for an experienced communications professional to join the National Transport
Commission, an independent statutory body which leads significant national transport reform.
Reporting to the Manager Public Affairs & Communications, you will have a passion for stakeholder engagement and thrive on
working in a fast paced and issues rich environment.
As a Senior Communications Officer, some of your responsibilities will include:
• Working closely with other staff to develop, implement and evaluate communications and stakeholder engagement
plans
• Managing media opportunities, including building strategic media relationships, monitoring media coverage and
providing advice to NTC staff interacting with the media
• Writing, editing and coordinating the production of professional communication materials, including managing the
production of the NTC’s new stakeholder e-newsletter
• Writing speeches and presentations for the CEO and Commissioners.
Candidates will be selected for interview based on written applications addressing the key selection criteria. The criteria can
be found in the position description at http://www.ntc.gov.au/viewpage.aspx?documentid=1725
A remuneration package up to $70,000 plus superannuation is being offered based on skills and experience.
Please send your application by close of business 23 July 2010 to Jane Murray, National Transport Commission, Level
15/628 Bourke Street, Melbourne VIC 3000, email: jmurray@ntc.gov.au

Financial Comms Group Head, Senior VP at Fleishman-Hillard
Location: Hong Kong
URL: http://fleishmanhillard.com
Job Description
The Hong Kong office of Fleishman-Hillard -- a recognized leader in global communications -- seeks a senior executive
strategist/practitioner to lead the established Financial Communications Practice Group. The Group manages a fast-growing
client portfolio of asset management, private equity, and financial services companies. The work scope spans investor
relations, stakeholder communications, crisis and issues management, investment product and service launches, M&A
communications, financial branding strategies, integrated media relations, internal communications and change management.
This is the fastest growing practice in the office which functions as a key part of the regional and global financial
communications network within Fleishman-Hillard.
Skills
- Minimum 10 years of experience providing corporate communications counsel to financial institution clients
- Agency experience is preferred; a combination of consulting and corporate experience is ideal though not essential
- A background in financial communications/investor relations with the ability to read, understand, and communicate complex
financial issues
- Established network of transactional/IR connections
- In-depth experience in financial services and asset management, with high-level relationships with key financial press
- Strong experience in managing client relationships with senior client executives
- Advanced knowledge of business media and well-developed skills in building and maintaining media relationships.
- Demonstrated experience in developing and executing results-oriented reputation management plans that integrate
traditional and digital channels
- Proven track record in providing leadership and strategic counsel to clients on corporate positioning, crisis/issues
management, and stakeholder/financial communications
- Excellent writing ability with extensive experience in all forms of corporate and executive communication, from business
media news releases to executive talking points
- Highly developed project management skills with experience overseeing the work of teams
- Drive business development that match the current and emerging needs of the market
- Bi Lingual (Chinese and English) and possess strategic thinking, strong writing skills, and team orientation
- Additional proficiencies required include superb interpersonal skills, solid news judgment, mentoring and leadership abilities,
and well-developed organizational skills
Company Description
Fleishman-Hillard is a leading multinational public relations firm with a fast-growing, dynamic network in Asia Pacific. The firm
has built its reputation on using strategic, integrated communications to deliver what its clients value most: meaningful,
positive, and measurable impact on the performance of client organizations. The firm is renowned for its strong company
culture founded on teamwork, integrity, and personal commitment.
The firm currently operates throughout North America, Europe, Asia, Latin America, Australia, and South Africa and the
Middle East with more than 2,000 employees located in 81 offices in 26 countries. Fleishman-Hillard is part of the Omnicom
Group, Inc., a leading global communications holding company. Fleishman-Hillard consistently receives high ratings from
peers and clients for the quality of staff and excellence of client service.
The firm established a presence in Asia Pacific in the early 1990s and today, operates a solid regional network comprised of
14 wholly owned offices in nine countries.
In the Asia Pacific, Fleishman-Hillard has twice won the prestigious Asia Pacific PR Network of the Year -- in 2004 and 2008 --
as well as numerous other awards in digital and social media engagement, public affairs, sports business and more. In 2010,
The Holmes Group named Fleishman-Hillard “Best Multinational Agency to Work For” and “European Consultancy of the
Year.” Also in 2010, the National Association of Female Executives named Fleishman-Hillard one of America’s top 10 best
companies for executive women, along with Abbot, Johnson & Johnson, American Express and IBM.

Seeking multitalented communications consultant for
healthcare PR agency, Sydney
VIVA! Communications is a dynamic, bustling, Sydney-based healthcare Public Relations
agency seeking an ambitious, talented PR consultant/Account Manager with experience
in healthcare communications to join our team on a full-time basis.
Preferred skills set:
• Public Relations/Journalism/Communications degree (mandatory)
• Science/medical degree (optional)
• 3-5 years experience working in a healthcare PR agency (preferred)
• An excellent understanding of the media
• Knowledge of, exposure to the pharmaceutical and health industry
• Excellent written and verbal communications skills with close attention to detail
• Experience in:
‐ New business development: proposal development and pitching
‐ Budgeting
‐ Account planning and supervision
‐ Decision making and problem solving
• Strategic, analytical mind
• Proactive, creative and energetic attitude
• Passion for healthcare communication.
The successful candidate will possess excellent liaison and presentation skills, be a team
player and have the ability to contribute, motivate, manage and inspire staff.
Applications for this position are being handled in strict confidence.
To apply for this position, please send your resume to:
Paul Jans, General Manager, VIVA! Communications
Email pj@vivacommunications.com.au.

Account Manager
n2n communications
• Are you looking for your next PR career move?
• Do you want to work with clients that are market leaders in their sectors and instrumental in shaping our future?
• Do you value work-life balance and strive to make work fun?
• Are you somebody who thinks differently to the pack and knows how to combine insight with strong consulting and
business development capabilities?
• Do you want to work in an organisation with a structure that allows you to grow at your own pace?
If you answered yes to the above questions then n2n could have the perfect role for you. n2n has won outstanding new clients
and is expanding in our consumer technology, corporate and b2b tech sectors. We seek a talented PR professional to join our
dynamic team in Sydney.
We’re one of Australia’s most recommended PR consultancies with an outstanding client list that is the envy of other
agencies. Our success is driven by consultants who are clever, dynamic and who continually strive to offer the highest level of
service to our clients.
We look for consultants who have a sense of humour, a passion for people and a life beyond the office. We’re renowned for
our office antics and social events. Some of these include:
• An annual “Consultant Cook-off” where we test our culinary skills against each other in a themed cooking
environment. Past themes have included: Italian, Mexican and Tapas.
• Birthday leave: we don’t think you should have to spend your birthday with us at work. We happily give you the day off
to spend with family and friends
• Friday afternoon drinks and “DJ” sessions where we all embarrass ourselves with our poor choices of music
• Regular team dinners and drinks (where it’s not unusual to finish up with a karaoke session or two)
In your role, you will manage small teams working across accounts spanning sectors that include social media, IT, consumer
tech, digital marketing and media, telecommunications and clean technology.
Specifically, the role demands:
• the desire to learn, grow and succeed
• exemplary client management skills
• team management experience and an enthusiastic approach to coaching
• brilliant media relations skills
• strong verbal and written skills
• an understanding of the full marketing and internal communications mix and the role of PR within a strategic
communications framework
• a minimum of 3-4 years experience in b2b, b2c or government PR
You will also possess:
• an obsession with achieving measurable client results
• superior problem-solving abilities
• willingness to get in and “do the doing” when required
• attention-to-detail in a high speed environment
• tertiary qualifications in Public Relations or a related field
Applicants can send their CV to vliell@n2n.com.au or call on +612 9213 2309.
For more information, including case studies on some of our award winning campaigns, see: www.n2n.com.au

The PR Report’s lucky draw prize:
This month, our lucky draw prizes go to:
Melissa Chlad, Hill & Knowlton
and
Kate Dobbin, Wall Street Journal/Dow Jones
This month’s lucky draw book prize is:
The Jimmy Choo Story
Where the truth lies
life in a PR agency, by Jack (http://wherethetruthlies.ning.com)
Public Relations & Corporate Communications Conference 2010
Tuesday 10th & Wednesday 11th August
Watersedge, The Rocks, Sydney
Just $995 (+gst) www.frocomm.com.au
Also: Gala Dinner
Dinner speaker: John Blyth, SVP, Fleishman‐Hillard USA
John was previously Head of Comms for McDonald’s USA
$150 (+gst) www.frocomm.com.au
Opening keynote: Christine Jones, Regional Managing Director, Burson‐Marsteller Asia‐
Pacific. Christine has recently started with Burson‐Marsteller after an in‐house PR role
with Roche in Europe for the past 8 years and will discuss the future role of the in‐house PR practitioner.

Contact The PR Report:
Editor
Glen Frost
Tel: 02‐9476‐3333 or email: glen@theprreport.com
To subscribe:
The PR Report is a free service to PR practitioners
Send us your news: copy deadline 10 th of each month
Please visit www.theprreport.com
Previous issues available here:
http://thepublicinterest.ning.com
Keep in touch:
Join us on Facebook: http://tinyurl.com/ykg6p7j
Join us on YouTube: www.youtube.com/theprreport