Wednesday was a momentous day in the history of the Internet. It was a day that saw some of the biggest sites in the world effectively close down in protest at proposed US legislation known as SOPA (Stop Online Piracy Act) – a bill designed to fight online trafficking of copyrighted intellectual property such as music, films and video games. For 24 hours sites such as Wikipedia, Tumblr and WordPress (to name just a few) “blacked-out” their content in protest to what they feel are measures that go further than stopping online piracy, and instead, censor the internet.

Why is a free Internet so important, and how would a censored Internet affect the PR industry? By placing a bar on the freedom of information and investigation, working with journalists to build stories could become nearly unworkable. While we all know you can’t trust Wikipedia implicitly, for PRs and journos, it is a starting point. The fast-paced world of online journalism would be forever changed without it. It may seem to be a huge leap, but the consequences of there not being a “free internet”, would – in the grand scheme of things – mean that user-built sites whose lifeblood is content created by its users wouldn’t be possible and in turn the sharing of news and information that’s become part of our everyday lives.

You could argue the Internet is now ‘too big’ to be destroyed, however, if SOPA was in place in 11 years ago, sites like Wikipedia would in all likeliness not exist today. Incidentally, Wednesday, my first port of call to find out when Wikipedia launched was to check Wikipedia, which just goes to show how valuable a tool the site has become and how often we can take it for granted. And that was the point of yesterday’s black-out, these sites are as much part of our daily lives as BBC News or Coronation St. If they didn’t exist, our lives would be lesser for it.

Think of how many times a day you Wiki something or look up a video on YouTube. It could be for inspiration for a pitch or because you have to write a press release on the banana export legislation of Costa Rica. We get inspiration and information from the Internet. Hell, you could even think of a great campaign idea based on that video of Hello by Lionel Ritchie made up from film clips that seems to be going around. So what would really happen if SOPA went through?

In a nutshell, more trips to the library – and no wants that.

David Macnamara

Of the clients I regularly work with, I see inspirational work that highlights plights and causes the world over. Just a snapshot of these include work with inner-city schoolchildren, leukaemia and cancer sufferers and budding athletes eager for their shot at glory. Advertising plays a huge part in communicating the message that these often ignored areas of society attempt to broadcast, and in doing so bring in attention, funding and advocates.

Just a look down the street in the past few weeks will have shown the sea of poppies that flooded our streets in support of those who give their lives for the UK, a campaign that receives huge support from the advertising industry in terms of creative production as well as advertising placement. Case in point: a slot during X-Factor worth £3m was given to them free of charge for this year’s appeal. A media infrastructure that allows companies to spread such important social messages should not be so readily dismissed.

Yes, Mr Monbiot may dislike many of the products, services and messages (he’d probably just seen another ‘Go Compare’ advert) that are communicated through billboards and TV ad breaks, but there are constantly ideas and reports covered by the mainstream newspapers that could be deemed equally influential, misleading and morally questionable, and so I feel his footing in the argument is far from sound. In the end, surely there are more important things to discuss and critique than the too often used scapegoat-for-society’s-ills that is advertising?

Chaos ensued as only two group members were allowed to star in the video and the other person had to film – inevitably this ensured that the point of the challenge was missed. Instead of spending the eight hours available to them coming up with a creative concept which might warrant spreadability, they bickered about who would be front of camera.

The results were pretty woeful. One group did a skit on Prince William and Kate Windsor (nee Middleton) on their honeymoon night, another also centred on the sex sells theme and spent the afternoon dressed as nuns flashing anyone that passed by and the third took the comic route of having someone dressed in a sumo suit exercising on the edge of a pond who was given a shove by a very Jim Carrey Riddler-type character. Despite being allowed to send the clip to one contact per group to spread the word and get the metaphorical ball rolling between them they didn’t manage even 1,000 hits. As one of the judges waspishly commented: “About as much buzz as wasp flying into a window”.

This just goes to show that creating a viral isn’t easy. What you may consider funny, isn’t to other people. The key is to think about what would make you forward something onto your friends. The programme rightly said that ad agencies (and indeed PR agencies) are increasingly turning to viral as a medium as it is a cost effective route to gaining wide scale awareness – however it is only cost effective if it does create wide scale awareness – otherwise it would probably be cheaper to place an ad in Downstream magazine (a specialist title for the Oil and Gas industry) which has more reach.

Viral isn’t easy and it just goes to show that not everyone with a camera can generate buzz; it is all about understanding how to get the clip correctly seeded out so that it does get those all important views. It is here that PR comes into its own. We have the skillset, the contacts and the heritage in creating conversations – both online and offline.

As a PR, I’m not remotely threatened by the damage Borkowski suggests will be wrought on my reputation, or that of my industry, by the characters in Absolutely Fabulous.  The show, arguably a classic of British comedy, is populated by caricatures and scripted around hyper-real situations, told to the audience in a familiar comedic format, set to a laughter track.  What’s more, it’s been part of the television landscape, on and off, for two decades.  Will its appearance really make any difference to how PR and its people are perceived, especially when it’s worth noting that with the greatest will in the world, these new episodes won’t stray more than a few drunken steps from the themes of the original, for fear of disappointing a nostalgia loving audience?

My issue with Borkowski’s viewpoint is twofold.  Firstly, it doesn’t matter what the wider audience thinks about Ab Fab; it’s what our audience thinks.  Are we really suggesting that client budget holders, the channel owners, the industry experts, the media at large, the users of our skills and services, will base their opinion on something that’s been part of the national consciousness for so long?  Anyone can tell I’m not from the Ab Fab mould within the first 30 seconds of meeting me, so what’s the worry?  And secondly, if we’re going to think about changing perceptions, shouldn’t our time and effort be focused on building on the existing stature and value of PR to these aforementioned audiences, so we’re able to secure even larger shares of the budget?  This, to me, should be based on what PR can and does achieve, and has nothing to do with bemoaning the misadventures of an obviously fictional character.

Yes, Lynne Franks received some stick through association, but that also didn’t stop her highlighting her role as the show’s inspiration (in true self-promotional style).  Say what you like about her but Franks has always been a smart PR operator, especially when she recognised the value her association with Ab Fab delivered over any negative connotations, and went on to build a career out of it.

Getting hung up on a TV show which the entire audience knows is nothing more than a fashion-conscious joke seems a little like overreaction, or perhaps it’s simply a way of Borkowski saying something mildly controversial to generate some self-promotion of his own.  I suppose that’s what ‘PR gurus’ are famous for.

The Eulogy! team not only let me come and experience what working in an agency is like, but got me involved with real work on real accounts, producing work for important clients. Everyone went out of their way to get me involved and the fact that I felt like part of the team after only a week is a real testimony to how open and fun the environment at Eulogy! is.

From brainstorming with the team to speaking to journalists on behalf of clients, I feel that I contributed to the team and gained some valuable experience this week. I feel that I have genuinely gained as much of an idea as you can get (without actually working there) about life at an exciting PR agency.

Although I have gained valuable work experience this week, I have also gained a lot more. During my time at Eulogy! I have met some very cool and interesting people and with them I have smiled, a lot, and for that, to everyone at Eulogy!, thank you.

JJ
Work experience 8th-12th August 2011

I know these are difficult financial times, but by adding Gaddafi to your portfolio is hardly going to be the jewel in the crown that has prospective clients banging down the door. Also, I’d question the longevity of such an account give the current situation in Libya!

Though seriously, why would any business in their right mind be happy to attempt to work with someone against whom the International Criminal Court has issued an arrest warrant for alleged crimes against humanity? In fact, any PR agency that is bonkers enough to take on the ‘account’ is likely to see an exodus of clients and staff not keen on the new addition to the portfolio.

Also, the damage to the reputation of the PR industry caused by any agency agreeing to work with Gaddafi could be huge.

Of course every legal business – including those that supply military hardware and tobacco products – has a right to communicate their offering, but dictators condemned by the worldwide community and having an international arrest warrant against them have frankly forfeited that right.

That leaves the thorny question of the regimes in Syria and Bahrain who have been attacking their citizens – should PR agencies be happy to represent them and promote their messages? In my mind eyes, yes they do. After all, they are Governments recognised by the international community and unless the legal situation changes have a right to communicate their messages to the wider world.

Nevertheless, agencies that do take on such accounts would have to carefully communicate their reasons why to clients and staff who would be within their rights to be dissatisfied with this situation.

However, with Gaddafi there is no ‘grey’ area for debate – for agencies it’s a straightforward no no.

Anyone even vaguely familiar with blogging communities will know that there are vast numbers of talented, eloquent would-be journalists out there churning out content that rivals much contained within the mainstream press. And the papers do acknowledge this (to a degree), with opportunities for freelance comment through their own blogs. The Guardian is just one example of a paper utilising this talent pool to provide informative and entertaining blogs on a plethora of subjects. But editorial styles must still be conformed to, and one can assume that getting the opportunity to write for these papers isn’t available to most online writers, no matter how talented.

The Huffington Post, on the other hand, has over 9,000 bloggers to generate all of its news and opinion pieces (suitably, that stat was found using Wikipedia). With such a wide range of contributors, the content can’t fail to be stimulating and engaging, with readers actively encouraged to join the debate and air their views. Currently, the UK edition has contributors that number “well into three figures” and this is likely to increase. Plans for celebrity writers will almost certainly be in the pipeline, if the US version is anything to go by.

Those championing paid-for-news should be nervous. The Huffington Post gets more views in the US than The New York Times site, and this could well happen over here as well – it all comes down to content. The well worn adage ‘content is king’ still applies, and for The Huffington Post UK it is crucial – with good content comes readers. The Times has a pay-wall, The Telegraph is (reportedly) considering one, and a shift towards online content for The Guardian (a step in the pay-wall direction?) all points to online being the place for news in the future. And if the Huffington Post rivals these papers in terms of editorial and reporting quality, would you use an outlet that had a pay-wall or just get your news for free?

With plans for 11 other country specific editions, this may be the beginning of a different breed of news generation and consumption. How will the established order in the media industry – and PR industry – react to a brand new outlet? Will it be accepted? Criticised? Or just ignored? Watch this space.

This time however, direct marketers were ready. The industry comprising 280,000 jobs, the industry which contributes £27bn to the economy, the industry that created Tesco Clubcard joined together under the DMA and took a stand and let it’s voice be heard. And what a roar it made! Using social media and the hashtag #panoramamail debate whizzed round twitter; 574 tweets were logged reaching 48,000 people.  Eulogy! spent much of Monday seeding the hashtag and encouraging industry members, thought leaders and consumers to join the conversation whilst the programme aired. And judging by the buzz, the industry’s first foray into social media self defence was a resounding success. We felt proud to represent the industry.

The jam packed schedule started the moment we hit the airport where we met with Gemma Greaves, Marketing Director of The Marketing Society to talk serious business (well more the best restaurants, parties and bars, it was imperative to visit).

After dumping our bags we hit the Croisette for a spot of steak tartare and bumped into no other than Tim Hipperson of G2. Vicky then had a meeting with MEC and Phil and I co-created probably our most glamorous comment piece ever (in terms of location) with Christoph Becker at Gyro. No rest for the wicked (and no planned nap) we headed off to the back of town to catch up with The Brand Union following their stupendous installation, The Big Book, which had pride of place at the foot of the Palais. And yes our photos could be found amongst the pages, much to our delight. Although we still haven’t forgiven Rankin for not recognising our photographic genius by failing to select them for the top 11 (eleven is the new ten, apparently). Never mind, we don’t hold a grudge (much).

Supper was a lovely affair at a beautiful garden terrace, where we spotted none other than Robert Redford – although on closer inspection, I suspect it wasn’t really him… although has anyone else noticed the distinct resemblance to John Hegarty???

And then to the Gala Party, followed by the Gutter Bar where they ran out of beer – outrageous. I think we crawled to bed at 5am.

Bright eyed and bushy tailed the next morning (going via a pharmacy for Phil, who managed to lose his voice the night before), we grabbed a coffee and awaited the arrival of another client, Alchemetrics.  Given it was their first time at Cannes, the weeks previous we executed a campaign nattily entitled “Cannes You Find Us” through LinkedIn and Twitter. This culminated in a photo shoot by The Big Book, which challenged delegates to come and find us; the prize a free lunch. We were “found” but we promised not to reveal by whom – they don’t want anyone to know they like free lunches! (But it’s sooo tempting). After a long lunch in the old town we were joined by the lovely Caroline Barker at Momentum and Gemma from the Marketing Society, where the “after, after party” was conceived, brainstormed and agreed. Amuse bouches (not sure that’s the plural) were a key feature.

Caroline and I then went to her interview with Adforum.com and then had a wander around the amazing Japan exhibition, a collection of fundraising creative activated by adland in response to the earthquake. Here we spied Michael Roth and the Japanese Ambassador to France. On to The Big Book cocktail party where we entertained journalists from as far afield as Australia.

Again shunning a nap we hot footed it to the Campaign Party (sleep is for wimps) and hobnobbed with Phil Smith, Sara Kimberly, Jeremy King, Suzanne Bidlake amongst others. Without a doubt a fantastic event (although I probably would say that!), not least because I had my first paddle and met a super new business lead. On to supper and then another session a la Gutter alongside Momentum who had just finished organising one of the parties that everyone wanted a ticket for. So exclusive was it,  even we didn’t get a pass (!!!). Then to Bed. Selflessly we had given up one of our rooms to the plight of a journalist so  Vic and I shared a rediculously small bed – it’s a good job we like each other (and I think we still do, Vic?).

The following morning we sorted out our Shots tickets, caught up with a few more journalists, harassed Phil Smith, who happened to have the misfortune of staying in the same hotel, and then hung out on the Carlton Terrace to people watch. Then off to the Ogilvy party which had the most magnificent aerial acrobats amongst flowing cocktails and plentiful sausage rolls. Contentment is a party called Ogilvy. The battered mars bars were a big Eulogy! hit.

We then decamped to The Shots Party, which was absolutely heaving and at capacity by 12.30am. An apparent record. Big thanks go to Attilio and Hayley for looking after us so wonderfully.

And then because it’s the law, a stint back at the Gutter. Where the prices had magically increased by 7% on the night before. We are seriously in the wrong business.

Not only did we meet and spend time with some great people,  but we also learnt masses too. Watching sessions such as the debate between Murdoch and Sir Sorrell were invaluable, not to mention listening to the controversy  caused by Will.i.am’s exertion that “Ad agencies are yesterday”, innit.

Another festival over, but it was without a doubt the busiest I have seen in recent years and the mood exceptionally buoyant. If that’s anything to go by, hopefully the industry can look forward to a more positive year than last.