Job of the Month Page 23 - The PR Report

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.