n2n communications

By Jamie

It’s ironic that after an incredibly busy week, and one during which I believe our business has produced lots of great results for clients, that I read this article from the CIO of a global company on organisations not having structures to operate fast.

We are a smallish company with lots to learn but here are a few ways we go fast… Read the rest of this post

Dan Kaufman, in his ebook, Dealing with grumpy editors (a media survival guide), gives some straight talking, good advice for PR practitioners. As an ex-editor of the Sydney Morning Herald and various other publications with over 17 year’s experience, he is well placed to provide some practical tips to PRs about what an editor is looking for, how to work with media and how to best represent your clients. His experience has also given him plenty of fodder to demonstrate what a PR should not do, and he doesn’t pull any punches in dishing out his views on worst practice PR.

Unsurprisingly well written and engaging, he is a little tedious at times in his negative feedback on the PR profession, but his tips about dealing with the media are hard to ignore (and may seem obvious, but are a good reminder to us all). Read the rest of this post

It’s been an exciting week for the carbon debate – we now have a price and an ambitious target of an 80% reduction in greenhouse gas emissions by 2050. Businesses have until 1^st July 2012 to prepare for how the price is likely to impact them, and to implement plans to lower carbon emissions or even take advantage of the bourgeoning low-carbon technology and consulting industry.

For some, sustainability already has a role in the business. For others, it will be incorporated for the first time and will bring structural and behavioural change in the way the business is managed and operated. We’re already starting to see roles like ‘Head of Sustainability’ emerge at a board level, and are likely to see sustainability gain a much higher profile. Read the rest of this post

First of all, a cowardly disclaimer.  This blog post will not align itself to either side of the carbon price debate and seeks neither to evaluate the package nor provide any opinion on its pros and cons.

Instead, this post will use the carbon tax debate as a case study of how to create great, strong messaging. 

We were inspired to write this after reading the story on the front page of the Daily Telegraph on 12^th July which showed the Prime Minister sharing a cup of tea with “the only family in Monaro Place, Emu Plains, who are completely sold on the idea.” 

Most interesting are the comments from the carbon tax sceptics. Read the rest of this post

As PR consultants, we spend the majority of our time ingrained in the processes and strategies of many different brands and organisations (and some fantastic ones at that).

But if we are to continue to generate great results for clients, there has to be time for us to reflect as PR consultants. That’s why the focus for this year’s n2n offsite was…us!

The charming surroundings of the Southern Highlands and a magnificent French/Moroccan house provided the perfect backdrop for us to bunk down for a couple of nights and, as a team, reflect on our key organisational values:

• Have a go

• Go the extra mile

• Mutual respect

• Take responsibility

• Driven to succeed

• And last but not least…have fun Read the rest of this post

‘We need to think more creatively’ is one of those phrases that’s banded around a lot but when it comes to actually defining creativity it’s rare to reach a consensus.  For some it’s about the big, bold and brave new idea.  For others it’s an intelligent twist on something that already exists. 

Whatever your view, there’s little doubt we can all be a little more creative day-to-day.  That’s why in our recent company catch-up we discussed the idea that as PR people we’re ‘corporate story-tellers.’  A ‘corporate story teller’, we agreed, is someone that tells stories on behalf of the organisations they represent.  That story can be told verbally, on paper, via social media, or through engagement with the media – it doesn’t really matter.

Of course, you could say that anyone working in an organisation is a ‘corporate storyteller’ and to some extent that’s true.  But as we know, not everyone is good at telling stories.  In our session we discussed why that was and identified what we felt to be the most important elements of a good story: 

• The hook – This is crucial – it’s the element that grabs the attention of the reader or listener and to be successful must capture their attention quickly. 
• Characters – No good story is without interesting characters.  Good stories are peppered with varied, interesting and believable characters. 
• Sub-plot – Few stories are simple affairs which is why a good sub-plot is also required.  This is the thread that links closely with the main story being told and helps sustain interest. 
• Conflict – A story wouldn’t be a story without a bit of conflict. Conflict is the drama in a story – the bit that makes you question how the story will finish and what will happen next. 
• ‘The end’ – Of course, all stories need an end but this doesn’t have be a happy ending or even tie up every loose end.  In many cases the more the story leaves the reader/listener wanting more the better.  Read the rest of this post

In this post, one of our recent grads, Selma provides some insight into what it’s like working at n2n and what she’s learnt so far…

After completing five years of an arduous law degree, pursuing a career in law was the last thing on my mind.  Evidently, the gruelling training was enough to put me off the quest for a legal career. Instead, I turned my attention to getting a job in the PR industry. To me, PR was a combination of everything I loved at university: written and verbal communication; thinking creatively to solve challenges; and working with incredibly creative and driven people.  The perfect recipe for a rewarding career. Read the rest of this post

We hear a lot of people talk about creativity – “we need to be more creative”, “how do build creativity into our everyday approach”, “let’s think of a creative solution”. What is less frequently discussed is how creativity can deliver value to clients and their business.

The best ideas are often not the ones which are the most left-field, flamboyant or the outrageous. While ideas which are a bit quirky or different can hit the mark, the most important filter for ideas has to be whether it helps a client achieve their objectives.

Is the struggle with the awareness of a brand? In that case, a PR stunt or high profile event may well be the best approach.

Are you having difficultly gaining traction in strategic discussions? Perhaps a comprehensive thought leadership campaign is the right creative solution.

There is no clear benefit in creativity for creativity’s sake. You can spend money building a slide in your office, buying bean bags and painting rooms different colours, but what is the result of this activity? In the PR industry, it must be that we can generate ideas which help clients achieve outcomes.  Read the rest of this post

The introduction of carbon reduction policy has got Australian businesses thinking around what issues they need to consider, and plans they need to put in place to respond to a carbon constrained economy. It’s similarly dominated a lot of the national media attention at a political, business and consumer level.

The carbon debate in Australia provides a challenge and an opportunity for PR practitioners and highlights some of the strategic challenges in staying relevant in a highly competitive and cluttered media debate.

Watching the business response is fascinating. Some companies have gone hard on trying to demonstrate ‘green credentials’ – some of these are legitimate, however many are clearly a having a go at getting some share of voice on a hot issue. Others are saying nothing. Read the rest of this post