n2n communications

‘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

Leading independent and award-winning PR consultancy n2n communications has kicked off 2010 with rapid growth across the business in government, clean-tech and b2b sectors, high demand for its online and social media services and the appointment of four new consultants. Read the rest of this post

The clean tech sector is emerging as a dedicated industry with specific communication challenges that demand specialist PR skills.

n2n has been at the forefront of PR in this rapidly emerging industry. Read the rest of this post

n2n has recently won a number of new clients and now requires a brilliant Senior Account Manager (SAM) to join our business. 

The role involves leading accounts across sectors that include IT, telecommunications, government, corporate and consumer tech performing PR, marketing communication, social media, digital marketing and media. 

If you are interested in the SAM role read more here.

It was my birthday last week and I received a small parcel from my lovely mum in the UK. As it’s a football world cup year, the parcel was full of footy paraphernalia including some monthly football magazines. Flicking through one of them, I was immediately struck by the impact of online on print media content.

There was an article praising Manchester City’s new manager, Roberto Mancini, acknowledging his success in turning the team’s fortunes around with four straight wins and suggesting his appointment was a long overdue masterstroke. The trouble is that since the article was written his side has been on a dismal run of form and he’s now widely predicted to be on the way out at the end of the season. Read the rest of this post

We were recently involved in a stakeholder relations campaign to help overturn local government plans to build a Truck Depot under a park overlooking Bondi Beach.

Social Media emerged as one of the most powerful communications tools in an integrated campaign that spanned letter box drops, Web, photo shoots at the site, media relations, lobbying, advertising and events. Read the rest of this post