Summer Catch up with the PR Fraternity

Happy Summer everyone! Hope everybody enjoyed the sun over the past couple of weeks. This post is just a catch up on what everyone has been up to over the past couple of months.

Last month, PR Fraternity students Ellie Tyrrell, Catriona Mcallister and me Jessica Mckenzie attended the Vlogstar workshop semi finals at the Google headquarters in central London. The day was very exciting and full of useful tips when blogging and vlogging.

The day began with a visit to Leon’s in St Pancras for a quick lunch, I personally recommend the fish finger wrap as it is delicious! Then we made our way to the headquarters where there were smoothies and a buffet for the semi-finalists. We were introduced to people from the Evening Standard, Youtube Space and the Jack Petchey foundation as they were all sponsors and contributors to the competition. We learnt techniques such as 3 point lighting and how to use it to set the mood. At the end of the day we were lucky enough to experience a panel with amazing Youtubers such as RollinUnGashaa  on their experiences as youtubers, the good, the bad, the ugly and their tips on how to succeed within the youtube realm.

Check out the vlogs created on our day down below! And don’t forget to subscribe for more videos with Ellie and Jess!


For anybody that is still in the city, PR events in London this summer include:

  • CIPR lectures and network drinks
  • PRCA monthly member drinks
  • PRCA annual awards ceremony
  • PR week conferences.
  • PRCA and PR week boat party (28th June)

So make sure you are making the most of these events!!

The current exec team are having amazing experiences all over the country and Europe!

Gerda Pinciute- Currently Interning with Lewis in London, before she embarks on her journey with Gorkana later this summer

Hannah Stupar- Currently between Ipswich and London, working at her internship.

Sam Sparks- Currently working and spending his summer in his gorgeous Somerset hometown.

Jessica Mckenzie- Currently working in administration and secretarial roles in her Kentish hometown.

Anastasia grammatikopoulou- Currently in Riga in Latvia, doing an internship.

Mónica Núñez- Currently working in her hometown in Spain.

Look out for upcoming PR Fraternity events such as the welcome event (date TBC) and find us at the freshers fair in Greenwich at the end of September!

Hope everyone is having a lovely summer and we welcome any new students for September!


Kate Steele on Crisis Management and Next Years PR Frat Team!

This is the blog post for the final talk of the academic year. This year has been one full of amazing speakers and events run by the PR Fraternity and I just wanted to take a moment to mention the team before getting into our final talk. Our President Gerda Pinciute , has been strong and determined to improve the fraternity and make it more social, and I believe she has succeeded in bringing the society together with socials. The events and fraternity would not have been as amazing if it wasn’t for the consistent help of our Vice President and our Events Officer, Hannah Stupar and Anastasia Grammatikopoulou. Without the updates from Samuel Sparks on Social Media, there would be no efficient way of putting our events and society on the university radar. Last but not least, a thank you to Monica Nunez, for her help as the Photographer at our events. I have had an amazing time writing blog posts for the PR Fraternity this year and being part of the PR Fraternity Executive team has been a great experience. So without further ado, here is a summary of Kate Steele’s talk.


Kate Steele’s talk on crisis management was interesting and eye opening to the different issues that she comes across on a day to day basis, as well as her advice if you plan to work in that sector. Her first point was how reputation is all about trust; how to maintain it, generate it and how keeping trust specifically with your stakeholders is key. Another tip Kate gave was try not to panic, as most of the time it is not necessary.

“Always look broadly at the bigger picture to stay informed”


Kate Steele said humans had two instincts. Instinct 1 was more of a caveman style, using the fight or flight theory, we react to what we truly want. Instinct 2 is more rational/civilised part of the brain, this is what we try to use to make decisions at work and is very important in crisis management. Advice for working in that sector was to think like a lawyer. Your job is to defend your client but keep it legal as well. Kate said detaching yourself emotionally is important in some situations. She has been in situations involving factory closures, job losses, data leaks and theft, product recalls and kidnapping, meaning keeping a moral compass as well as emotional detachment is vital.

Preparation is crucial

Always have a crisis plan in place and a clearly defined team with roles and responsibilities and make sure you have trained and tested through situations before they happen so that you do not look disorganised. Additionally, have resources in place already such as digital assists, media lists, a roster of third-party experts and influencers. And make sure there is relationships ready in place for example local and international politicians, officials,media, academics, online pundit, NGOs, emergency services, as it doesn’t look good to try and make new friends after trouble or bad news had already hit.



Organisations can work with media to build a strong repetitional/trust story…combining what the company stands for; what is does; how it engages…

Kate Steele suggested that everyone should learn about cyber issues even if that’s not the area you would like to work in. In her opinion, because so much is cyber these days, it will almost definitely be involved in your job.


The general population’s trust in all four key institutions- business, government, NGOs, and media-has declined broadly in the past five years. Also globalisation is seen to have failed many communities/individuals. However, there’s been a healthy mistrust of many institutions for years.

Kate went through the different issues that you can come across in crisis management and the different areas they can be in.

EHSS issues: fatal accidents/other accidents/emissions/pollution/fires/hazmat/sabotage

Employee issues: Labour disputes/executive departures/employee wrongdoing

Legal issues: Contract/intellectual property/improper payments

Cyber issues: Info security/data protection/ privacy/ DDOS/ Phising/ Hacking

Transactional issues: Reorganisation/restructuring/mergers and acquisitions

Associative taint: Broad industry issues


Overall, the talk was enlightening and incredibly interesting. After Kate Steele’s talk, we had the vote to decide next years PR Fraternity team (2017-2018). It was close but here are our new members of the Executive family!


Cheyenne O’Kane– President

Hannah Larsen– Vice President

Ellie Tyrrell– Digital Media Officer

Martina Della Maddalena– Photography Officer

Jess Voller– Events Officer

Megan Bakewell– Marketing Officer

Catriona McAllister – Secretary

Good Luck to you all next year, and I hope you create the same amazing memories my executive team have!


Asoni Haus’ Ingrid on Building a Business

Last week we had an amazing talk from the lovely Ingrid Asoni on how to build a business and survive in the luxury & lifestyle PR industry.
(Photo credit: Benedicte Nylund)

Ingrid focused on topics such as how to present your social media, and the challenges and rewards of running a company. She began working in freelance PR and events and had experience within fashion houses before studying Event Management at Greenwich University. Ingrid believes that even though she was more progressed within the industry she does not think that it made creating a business ‘any easier’.

Ingrid’s first tip was to use social media such as Instagram and Twitter to build your portfolio and keep it professional as well as a reflection of you as a person.

“Your degree is not enough”

Ingrid claims that nowadays just having a good degree is not enough. You have to intern, connect and build a business or get a job opportunity from using your contacts. Another tip of hers was to ‘work out what your niche is’.

Ingrid came to create her business when she realised that she did not want to take directions or be dependent on someone else who paid her, from this it made sense to create a business of her own. Asoni Haus is a luxury/lifestyle PR agency who works on a variety of things from events to travel to investing in hotels. Ingrid noticed that lifestyle PR was on the rise at the time, and not only were there gaps in the business but nobody had a strong focus on the Asian/African market.

There are days you do think ‘how am i going to keep the lights on’

Ingrid’s main suggestion for running a successful company is to constantly adapt your business model as you go along on your journey. Always question if there is anything you may be missing and make sure you develop as you go along and understand what your customers want and evolve with the times.

Ingrid graduated in July a few years ago and by August 1st had started the business. Six months on from that she opened her 2nd office in Marrakech which she claims at the time was partially selfish because she liked the area and the weather. However, she quickly realised the amazing opportunities that Morocco had to offer. Ingrid has worked with Free People, Vogue and various other large companies as a result of her office in Marrakech. A further six months and she opened up in Dubai, as she felt that it was a nice middle point for her Asian clients. From then onwards it became constantly about monitoring everything as she was working in many different time zones.

“Go with what the market expects”

Ingrid lightheartedly warns us that opening a business means that you just won’t sleep…ever! It’s all about keeping your ‘foot on the pedal’ and making sure everything is right. In the luxury market, Ingrid claims that there’s no room for mistakes and relaxing as you have to be on and ticking all of the time. Ingrid has created a stunning business but tells us that it hasn’t been easy due to having  to constantly be thinking about what the market is thinking and how to make collaborative partnerships.

“People find us mainly through networks,and word of mouth…not our website.”

Ingrid says that she uses the website because it’s almost mandatory to own a website for your business in todays digital age. However when gaining new clients, she feels that it is usually organically rather than through an online search. When explaining the challenges of running a business, we were told it was obligatory to be thick skinned. “If you’re the type of person who emails 50 people and gives up when they don’t reply then starting a business is not for you.” It’s all about dealing with rejection, learning from your mistakes and not dwelling in the past.

One comment Ingrid made really stuck with me and it was that sometimes you don’t even need to be confident, you just need to deliver the best work and show that you have gone from A-Z to prepare. When asked about what she looks for in an intern or when hiring, Ingrid explained that she wasn’t conventional and hired based on the passion of the person. Ingrid describes the Luxury/Lifestyle sector as the ‘relationship industry’, and how it is all about relationships. Stakeholders and clients within this sector are not buying into the company but you as an individual, so the pressure is high.

“Social media is a business card”

It is your portfolio so be very conscious of your social media. Ingrid says she has rethought working with people in the past due to their social media, so don’t just make it for your family and friends, keep it professional as well. Ingrid’s last point was to always use university as time to prepare yourself, and not just another three years of education.

If you missed Ingrid’s talk then have no fear! On Monday 6th March, we have the successful Giles Kenningham the Special Advisor to the Prime Minister back for the second year running to give us an insight into political PR. Follow our Facebook Page for more info!

The Vlogstar Challenge

A couple of weeks ago we held an amazing event called the Vlogstar Challenge Workshop by JackPetchey Foundation and the Media Trust and it is also in partnership with YouTube and The Evening Standard and run by the lovely Nathaniel Hawley.

In regards to the competition, 150 semi-finalists who will all be invited to a workshop at Youtube HQ and the 15 finalists will be invited to their state of the art production space. The competition winner will be announced in the summer and will be rewarded with £2,000 for their youth organisation, £500 worth of production equipment, and one-to-one mentoring with YouTube experts. It is an amazing opportunity so be sure to check their website for more information!

The modules covered on the day were as follows:
1) The Phenomenon of YouTube
2) Practical 1: Shoot a 10 second smartphone video blog
3) Filming protocols: Lighting, Sound and Focus
4) Practical 2: Create a review vlog
5) Video editing skills
6) How to Vlog: The What, Why and How of being yourself on camera
7) Passion, Purpose and Identity. Translating passion and purpose into a story that has meaning.
8) The Art of Getting Conversational. Having a point and creating your brand.
9) Practical 3: Campaign Vlog
10) Practical 4: Film a Vlog for the competition
11) Uploading and Safety

To begin with, we were shown some facts about the phenomenon of YouTube. For example, more than 1 billion people visit YouTube every month and 9 billion hours of video have been watch. It is currently the 2nd biggest search engine and surprisingly 1/4 of YouTubes global watch is European, showing that the accent really does do wonders! PewDiePie is a good example of a strong YouTube influencer with around 54 million subscribers, that is almost as big as the UK population. Another unknown fact is that 50% of YouTube views are on mobile devices.

The first practical was simply to create a 10 second smartphone video blog. This was our first taste of vlogging and how to do it correctly. We learnt the correct angles which was straight on or slightly raised but never looking down to the camera. This lead onto the filming protocols.

Rule 1: Always film Landscape

Filming landscape ensures that when you upload to YouTube, the video fits the frame perfectly. Portrait, leaves gaps and looks unprofessional and tabloid like.

Rule 2: Focus

The second rule was to always make sure your camera has focus on you preferred area before you hit record. Otherwise you could end up with a blurry clip which amazing content but unable to be used due to lack of quality.

Rule 3: Find your light

It’s suggested that the best light is in the morning or mid afternoon. Make sure the light is in front of you and and not behind you, or you risk shadows on your face and a darker clip without the flawlessness that comes from natural light.

Rule 4: Sound

Sound on iPhones are great until you need to vlog outside or in a noisy background, when that happens the sound can get lost. The best suggestion is to either get a vlogging camera, or if you have a small budget like most students, your best bet is to purchase a plug in microphone.

After the protocols and a few more practice vlog runs…we were ready to be let loose. We all had to create a one minute video of anything we would like to submit to the vlogstar competition.

Image may contain: 16 people, people smiling, people standing, shoes and indoor

We had 1 hour to go off and film a topic close to us or just anything that we have an interest in. We then had 30 minutes to edit our content into one minute, which was a challenge for some who had a lot of rich content. We then submitted and were lucky enough to watch back everyone’s vlogs.

This was the Vice President of the PR Fraternity’s vlog she submitted:

The day overall was thrilling and eye opening and if you want to apply and fit the criteria, then you have until the 4th March to send off a vlog of your own. If you missed this event, not to worry! On Monday 6th March, we have the successful Giles Kenningham the Special Advisor to the Prime Minister back for the second year running to give us an insight into political PR. Follow our Facebook page for updates!


The Evolution of Public Relations: Campaigns that Shook the World

Last week we had a lovely talk from the dazzling Danny Rogers who is the Editor-in-chief for PR week. Danny the author of, ‘Campaigns that Shook the World: The Evolution of Public Relations‘, talked through his intriguing take on the campaigns which shook the world throughout his presentation based on his book.

In addition to this, he has previous experience working for a PR consultancy, has written for the prestigious Guardian and he’s an award winning journalist. Therefore it was an absolute honour to be his first British university to perform at!

Danny began by describing the two original stereotypes of PR and what it used to be viewed as:
1. The first was the corporate PR; where men dominated and it was all about suits.
2. The second which was the female dominated consumer PR where it was about the parties.

He assured us that thankfully it is just a stereotype and not the reality.

In the early 2000’s, it had become a PR driven age of innovation and investment, and Danny stated that it become a ‘telling over selling’ environment.

Image result for OBAMA 2008

By 2004 when Facebook launched, this is the exact moment social media started to become an integral tool for PR and by 2008 when Obama was elected into the white house, his communications had a strong focus on new media.

Danny believed that by 2010 the media paradigm had transformed completely. He gave examples such as Twitter driven news and TripAdvisor, referred to as a ‘me-media platform’. He felt that there is still a growth in PR, but it is now at a much slower rate.

‘Mass movements replace mass marketing.’

Danny then moved on to what makes a successful influencer. He used Thatcher as one example as she was authentic and consistent, despite half the country hating her she was able to stay in power between 1979-1990.

In order to have a good PR campaign Danny had a few tips and observations. His top three were to have a strong sense of purpose, a powerful and consistent narrative, and being able to understand the shifting nature of influence. He used Trump as an example as he was consistent and authentic, had a strong sense of purpose and flanked traditional media. It was something that hadn’t been done before.

Image result for TRUMP RALLYING

For the first time you had a man who attacked the establishment and used the ‘elite conspiracy’ as an excuse, which Danny Rogers feels is how the campaign won.

It was an absolute pleasure having Danny as our guest and for the PR Fraternity executive, we were lucky enough to sit-down and get to know him before the event over coffee!

He was able to give us an insight into the PR industry and individually gave the fraternity advice in the different PR fields each of us were interested in – a real help for budding PR practitioners to-be.

if you missed out then don’t worry – just head over to our PR Fraternity on Facebook for news on our future events!

Back on Campus

Paul Simpson delves into returning back to campus for ‘The Gentleman Blogger’ Matthew Zorpas’ event!

Last week, I was back on campus, giving a guest lecture to the PR Fraternity at the University of Greenwich.  I remain an honorary patron for the society, and it was particularly inspiring to see a number of the students I have taught over the years return to Greenwich for a networking event after the lecture, to help inspire those students who are set to follow them.

LCC PR alumni, Matthew Zorpas.

Next week (Wednesday 8th February), another of those former PR students (this time from LCC) who have gone on to success in PR, marketing, events and digital, return to give a guest lecture in their own right for the PR Fraternity.  The talk is  from 5.00-6.00pm in QA280 , Queen Anne Court, Old Royal Naval College, University of Greenwich SE10 9lS.

Matthew Zorpas is a London-based creative consultant who graduated with a BA in Public Relations from London College of Communication and with an MSc in Global Media and Communication from London School of Economics.  I was lucky enough to teach him for the first two years of his undergraduate career, before I switched to start teaching at Greenwich.

Opening my guest lecture last week, using 'psycho-geography' as a tool for reflection.

Matthew was founder of The Gentleman Blogger in July 2012 and has collaborated with respected brands such as Cartier, Chopard, Gucci, IWC, Westfield London, Dolce and Gabbana, Cadillac, MINI Clubman and Coach, to mention but a few and notably fronting the Gianfranco Ferré Fragrance worldwide campaign in 2016.

He has been recognised as one of the Best Dressed Man in Britain by Esquire magazine UK in 2010 and GQ Taiwan named him one of top ten best dressed men in the world for 2013. More recently British GQ crowned him one of the top ten best dressed men on Instagram and a judge for British GQ Grooming Awards 2017.

He has also taught luxury management and digital marketing at respected universities in the UK such as Istituto Marangoni, and has contributed to the London College of Fashion, Regents College, Winchester School of Arts and PUC-rio in Brazil.

Students, alumni and friends networking at the PR Fraternity event.

You can RSVP to the Facebook event page for the guest lecture here.

The PR Fraternity executive strike a pose with me.

Other links for the PR Fraternity are Instagram; Twitter and Pinterest.  Their blog is at

Hopefully I might see you at the next event on Wednesday!

Paul Simpson on ‘Psycho PR’

Last week we had an amazing PR talk from former lecturer and beloved honorary patron Paul Simpson, who delivered the good, the bad and the ugly within the PR industry.

With a vast background in talent, consumer and political PR, Paul had many truthful and incredibly helpful insights for the members of our Fraternity. The evening was enjoyable and full of laughs from start to finish, and in addition to Paul’s wonderful talk, he brought together amazing alumni and connections for current students to make.


Within PR, Paul offered us his key points on how to act and what you need to succeed.


You need to have a thick skin when working in the industry as well as applying for jobs. You could be the best in your sector and there will still be a lot of people who will say no. It can be a little damaging to the ego and confidence to begin with, but Paul states that we should ‘fight it’ and pick yourself up to carry on. He also suggests that we should question why, as constructive criticism is key in improving yourself.


The one thing Paul learned in his experience is to make sure you build positive relationships especially with journalists as they can help more than you realise. When working in PR, Paul stated that it was all about  ‘understanding what makes people tick‘.

Whats the Itch?

What is it which makes the task or story interesting?


Make sure you always ask for evidence and ensure that you pay attention to detail at all times.

“Always on”


One of the first stops on Paul Simpson’s PR train to success, is his work for Simon Hughes the Liberal Democrat. Paul worked on writing speeches and national press releases, and although the pay was not amazing, the experience in itself was valuable for Paul. It is where he first realised the importance of your audiences and how to construct your messages to suit different people.

“Seeing the whites of their eyes”

Paul’s next big stop was becoming the BBC Publicity Assistant in 1995. He stated that although it was very well paid, it was more of an admin position which wasn’t his style. Paul wanted to move up and get a promotion, but they typically didn’t promote people within the company. He knew that the only way to change it was to become the top dog. However, due to his heart not being in the job, he moved back towards the political PR route for a bit. Paul enjoyed it there because when people didn’t like his work they told him to his face. It helped build a stronger and more confident version of himself. Eventually a couple of years later, Paul moved back towards the BBC when he was head hunted and made the head of PR.

It was here that Paul was able to have more control in how things were run and express his creativity. He was initially put on the Chris Moyles launch, experiencing talent PR up close and personal. Paul was given the 4am Chris Moyles show to work with, and at this moment in time, Chris was not the well know radio presenter we all know and see today. There were not many listeners or fans and they needed to build quick. Paul had the idea to create a ‘buzz’ around the show. They would turn away people who came to report on the show if the turned up late. This got people thinking that it must be something worth paying attention to if they turn away people at 4am. It was a photo shoot suggested by Paul and his team which shot Chris to fame, even though he tries not to admit it.Screen Shot 2017-01-31 at 23.20.27.png

Another career highlight Paul Simpson was proud of, was his work alongside Scott Mills and the strategy which was used for him. At the time, Scott was a closet gay and the public were unaware. Scott’s agent wanted to keep it that way, however when the opportunity to ‘come out’ popped up for Scott, it was Paul who helped guide him with the way it was done. There was a guardian interview to nip rumours in the bud, A photo shoot with Attitude magazine and Paul got a thank you in the biography for his help!

Screen Shot 2017-01-31 at 23.20.38.png

Pauls last tips where inspiring. The first is be ready to go anywhere and be prepared. When working at the BBC, it took him from Ibiza to Glastonbury Festival to Clacton! His final piece of advice was light-hearted as he advised ‘don’t assume every PR campaign is good…even if it is in PR week!’

Afterwards, we had an informal social at the Greenwich Tavern and it was lovely to have personal communication with Paul and his friends. Paul was great with the first years and is an absolute credit to the PR Fraternity. The executive team would like to thank him for his generosity and commitment to the society.

If you missed out on this  evening, not to worry! Come to the Big Picture Lecture at 5PM today to catch Danny Rogers on ‘Post-Trump victory and Brexit vote, what does professional communications look like in 2017?’

The New Phenomenon: Vlogging

I’m amongst those who have truly been inspired by the confidence of these individuals and envied their fast-paced lifestyles. As a 19 year old, I’ve grown up watching small names grow into global celebrities, who not only dominate the web, but bookshops and drugstores with their new lines and products. It can’t just be me that created ‘make-up tutorials’ or ’20 facts about me’ videos that I shared on YouTube when I was in my tender teens, regretting them when people poked fun at me. There seems to be a significant difference in the majority of views now and rather than cringing over my old videos, I have learnt that if I love watching other people’s content, why not make my own?


 My blog was created in summer 2016  and I used it as a platform to talk about my personal experiences in the hope of inspiring and helping other people who have gone through similar situations. At first I predicted a strong backlash of negative opinions, possibly resulting in me deleting my blog entirely…I was wrong. In fact, it’s incredible watching the amount of people transferring their thoughts onto paper and creating blogs broadcasting their own feelings, experiences and ideas. The blogging community has created a space on the internet in which we are all encouraged to make creative content, knowing we will be listened to and that we can influence other people!

I had this itching feeling; an urge to start creating my own YouTube channel and putting a ‘Face to the Name’. I can only compare it to wanting to make a phone call rather than send a text. You know you have way too much say or what you’re trying to explain could be misinterpreted, so you’d prefer to have a proper conversation with someone instead. Although a camera isn’t exactly the same as another a person, it enables you to vocalise your opinions and share special moments with others that you can one day look back on.

After making my first YouTube video which was simply a ‘Vlog around Greenwich’, I looked at the analytics and I was left absolutely speechless! I’m no expert and I definitely do not have a PA. Simply sharing my content with my Facebook friends, Instagram followers and through some Twitter pages specialising in blogging, I had reached an audience from countries all over the world. I know I’m not the only one who is excited at the concept of making creative content and building up a following of people online.

I’m absolutely ecstatic to announce that the JackPetchey Foundation and the Media Trust is in partnership with YouTube and The Evening Standard, presenting you with the ‘Vlogstar Challenge‘. The workshop enables you to gain irreplaceable skills from the social media site itself – (WHAAAT!?! – Inside I’m screaming). This event will take place on the 15th of February 2017 with 80 incredible places available. The venue is yet to be confirmed. Even if you class yourself as an introvert, this challenge will empower you to spread your own social issues and opinions, teaching you how to be yourself on camera. Many YouTubers have confessed that it was vlogging that gave them the confidence they always needed, giving them a platform to create their own identity. This workshop will give hands on advice with lighting, sound and editing; an incredible way to kick start your own YouTube channel by simply using your smartphone. The workshop is completely free despite the amount of skills that will be gained from the experience.

Once you have finished the workshop, you will be invited to enter your vlog into the Vlogstar competition. There will be 150 semi-finalists who will all be invited to a workshop at YouTube HQ and the 15 finalists will be invited to their state of the art production space. The competition winner will be announced this summer, awarded with £2,000 for their youth organisation, £500 for production equipment and one-to-one mentoring with YouTube them-self!

Our generation is the most open minded yet and you have a voice. Come and share it.

Jason MacKenzie On Strategic PR


Why Strategic PR is more important than ever for business success

Jason MacKenzie the President of the CIPR (Chartered Institute of Public Relations), joined the Fraternity last Wednesday Evening to deliver a thoughtful  and though-provoking lecture on why strategic PR has become increasingly important to business success.

‘The more you change the more is the same’

Jason believes that the underpinning theories within Public Relations are always the same and he has four aspects of PR that are his ‘defining factors’. They are; communications, relationships, reputation, and return on investment.

‘Relationships are equally important to the PR practitioner as communications’

Jason felt that through good communication and relationship management, this will (in turn) generate a positive reputation and return on investment.

Within his talk, he had a strong focus on how the internet has shaped the way PR is today, ’12 years ago, the internet took off in a major way which has transformed the way PR practitioners and businesses act‘. Jason explained that the new challenge is to generate the best PR plan that can communicate the message clearly through media to influence and reach others whilst being interesting at the same time.

‘Obama is an excellent communicator, and so is Trump…’

Jason explained the reasons why Obama is an excellent communicator and how he managed a two term presidency despite being a black president in a partially racist country. Obama had one slogan ‘change we can believe in’, and specific targets. The former president built relationships, created Obamacare and communicated with the people of America in a way that has not been seen before. Despite many people disagreeing with Trumps beliefs, he had the same tactics. ‘Make American great again’ is the slogan, he has built relationships with Russia, he’s communicated fiercely over social media especially Twitter,  and he’s set specific targets, regardless of whether they’re good ones. When Jason asked us ‘What was Hillary [Clinton]’s slogan?’, the room went silent. This was followed by him showing us a surprising article about how during the presidency campaign, Hillary accumulated a whopping 85 slogans! As a communicator she was weak because she tried too hard to please everyone, rather than following what she was passionate about changing herself.

 The Future of PR

There are 6 different things that Jason suggested would effect PR in the future.

  • Artificial intelligence
  • Augmented reality
  • Big data
  • Drones
  • Internet of things
  • Wearable/implantable technology

Jason felt that artificial intelligence will eventually dominate writing, and human writers will have to bring more creativity to the work place in order to compete.

Jason final and main point in regards to PR and social media is that in order to work,it needs to be authentic and you can’t control or manage it or the customers!

After the event, a few lovely first year students and the PR Fraternity were lucky enough to
have a sit down chat with Jason, and his insights on PR theories as a lecturer.

It was a lovely evening and Jason Mackenzie was a delight to have as our first Big Picture Lecture of the term.