How not to get a job

Mr_rude_2  I am going to rant.  I rarely rant on here, I silently fume at my desk instead, but this issue deserves a public outing. 

In the past three weeks I’ve had three candidates not show up for interview.  They have all actively applied for a position I have advertised, and been invited to come and meet me and confirmed that they will be turning up at our offices at a specific time and date.  I’ve sat here twiddling my thumbs waiting for them to arrive, unable to book any other meetings into my diary because I have an interview to do, and they’ve failed to show up.  Not only that, but they didn’t bother to call or email me before hand to say they weren’t able to make it.

To add insult to injury, when I’ve dropped them an email and left a polite message on their voicemail to find out if they are on their way or whether they are bothering to come at all they haven’t returned my call.  How RUDE!  All three candidates now have a big black mark against their name on my database saying UNRELIABLE AND RUDE.  I am tempted to name and shame, but figure I behave slightly more professionally than they do.

So here’s a tip, if you want a recruiter to never go out of their way to help you find a job, arrange to meet them and then don’t bother to show up.   

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PR Perspective – Tom Murphy

Tom_murphy_small
I met my latest interviewee, Tom Murphy, about 18 months ago when he was delivering part of the "Delivering the New PR" conference.  So it seems only fair that as he was one of the people that inspired me to start Offer and Acceptance that he gets his 15 minutes of, erm, well not fame exactly – but he gets to say what he loves about PR and blogging and gets a nice link back to his blog.  Tom has been working in both agency and in-house PR roles across North America, Europe, Asia and Latin America since 1991 and is currently responsible for Public Relations and Corporate Social Responsibility for Microsoft in Ireland.  Prior to joining Microsoft in August 2005, He was director of corporate communications for Cape Clear Software and his most recent agency posting was as general manager of EMEA consulting for Text 100, where he helped clients plan and execute PR plans in multiple countries across the region. Tom has worked with companies across practically every technology industry sector including BEA Systems, Corel, Gateway, Intel, Marrakech, Microsoft, StorageTek and Visio. He has been blogging about Public Relations since 2002 and when time permits he writes the “Murphy’s Law” blog.

How long have you been blogging?
I started my first blog in March 2002 – it feels like an eternity!

If my memory serves me correctly the only other PR blogs at the time were Jim Horton, Phil Gomes and Richard Bailey – and I’m delighted to report that all three continue to blog today.

Why did you start?
I have to be honest and admit that I fell into blogging, I certainly didn’t see it as a “platform with the potential to change the world and build an interactive transparent means of fostering conversation”.

Nope. 

What actually happened was that in 2002 I was looking (mostly in vain) for good PR-related content online.  There wasn’t a lot of stuff outside subscription only web sites, so I thought it would be a great idea to find a way to bring together links to the content I did find, and then keep them in one place online.

I found Blogger and started posting any links I found there and all of a sudden people started commenting on the links and it went from there.  Between 2002 and 2005 I spent a huge amount of time monitoring and blogging, unfortunately I am finding I have less time these days.

Do you think blogging has helped your business?
When I was in my previous role with Cape Clear Software (who has been recently acquired by Workday) we got a lot of benefit from blogging and blog relations.  I think probably the greatest return I’ve got from blogging is connecting with PR people all over the world, whom I would not have met or heard of, without blogging.  That has been a fantastic spin off and made the whole thing worthwhile.  It’s a fantastic medium for finding like-minded individuals.

I think that this “network” is well illustrated by the fact that Philip Young pulled together a very successful series of events in the UK under the “Delivering the New PR” banner.  Philip brought together a range of speakers including myself, Elizabeth, Neville and Stuart, who had never met before, and only knew each other through our blogs, yet the group immediately gelled. 

That’s pretty unique in my opinion.

What do you feel is the biggest challenge about writing a blog?
The most obvious thing is time.  It’s hard to fit it in alongside the day job.  It’s not just the writing, it’s the thinking, the monitoring, the reading and the browsing.

However there are other challenges. 

I fear that the blogosphere is in danger of becoming less relevant due to the “echo chamber” effect.  There’s too many PR blogs just reacting to other blogs and not enough bloggers delivering value through sharing their thinking on our profession, on how these new tools integrate with our traditional tools etc.

We are facing so many changes and challenges but I’m not sure the collective PR community is helping to address them. 

I hasten to add that I include myself in that.

What do you want your readers to know about you?
I’m not as grumpy as I sometimes appear on my blog ☺

I am passionate about the potential of Public Relations to help individuals and organisations to communicate and educate.  I am also passionate about how new online tools can help that process.

However, it’ll be no surprise to the three people who read my blog that I have no time for the zealots. 

There is a lack of authenticity in much of the posting around PR.  This typically takes two forms.  First there’s the “PR people are evil” crew who base their assumptions on hearsay and ignorance. Then there’s the “New PR” people who believe traditional media and PR are dead or dying.

I’m growing tired of these simplistic arguments.  The world is a far more complex place.

Of course online communication is becoming more important, but let’s not forget that in many countries and industries, traditional media and communications tools remain far more influential and important.  The challenge for every PR practitioner is to understand these dynamics and make the right investments for their client or employer.

My other pet hate is blog postings that regularly begin: “As I told President Bush last Monday…”

Which other blogs do you read regularly and why?
My RSS reader (FeedDemon) is a trusted tool for monitoring as many blogs as I can, some of the PR blogs I read include: Alice, Allan, Brendan, BrianS, Colin, Constantin, Elizabeth, Eric, Frank, Gerry, James, Jeremy, Jim, Kami, Kevin, Neville, Paull, Phil, Philip, Piaras, Richard, Shel, Stephen, Stuart, Susan, Todd, and Trevor.

I have to be honest and say my non-PR blog reading isn’t as varied as it should be! But here’s a few I read regularly: Guy Kawasaki, Steve Rubel, Seth Godin, John Collins, Bernie Goldbach and Lifehacker.

If you knew someone was thinking about starting a PR related blog what advice would you want to give them?
There’s a couple of things I’d advise. 

First and foremost think about what you plan to write about.  You don’t have to stick to one topic or pigeon hole yourself, but be clear on the general areas you’re going to cover and what style you’ll cover them in.  Great blogs have a clear personality.  It doesn’t matter if everyone doesn’t agree with you!

Remember that the wonder of search engine technology means that once published, your words will be archived forever!

If you are thinking of kicking off a blog (and why not!) do understand there is a serious investment of time, not just writing the blog, but managing it, talking with other bloggers etc.

I think the more PR people blogging the better.

Do you think Web 2.0 is having an impact on how PR is practiced?
Yes I think Web 2.0 will have a major impact on the whole world of Public Relations not just “media relations”.  However I am also pretty pragmatic about it.

When you break it down, we are talking about new tools and channels for delivering information and having conversations.  These new tools should be integrated into a communications plan in the same way traditional tools are used.

Start with your audience, what are their current perceptions, issues.  How can you best communicate with that audience. Where do they find their information?

For many people print newspapers and magazines are still number one, for a small number of companies online channels are the most effective channel. However for the vast majority of individuals and companies an integrated approach using online and traditional tools will probably be most effective.

There are two major challenges I see for PR professionals:
1)    Understanding your audience – To executive effective Public Relations across traditional and online channels, we are a profession need a much more in-depth knowledge of our audience than was previously the case.  Circulations statistics have made us lazy, we need to engage with our client’s customers and find out how they are finding and sharing information.  This should inform our decision making.
2)    Balancing time and resources – While Web 2.0 brings interesting new tools and channels.  Our traditional tools and channels haven’t gone away.  The biggest challenge (and it’s related to the first point) is how do we balance our investment in new and traditional tools.  We don’t have any more time, so doing more online will mean doing less traditional communications and vice versa.  How we make those decisions will impact the success of our campaigns – and those decisions can only be taken when you have a great insight into your audience.

What’s the biggest challenge in PR?
PR faces a number of challenges. As I outline above we need to get a better understanding of how our audiences are finding, consuming and sharing information and conversations. 

We also need to start to think about how we balance and resource online outreach alongside traditional communications.

Finally, we as a profession need to start to take a leadership position in online reputation management.  Too many firms are trying to re-create traditional media relations online without realizing that an online reputation goes beyond that.  It incorporates search engines, discussion groups, blogs etc.  If we don’t start taking ownership of these things then other people will.

What would be your advice to someone who is looking to embark on a career in PR?
When I was in college there were two things I had no interest in.  One was PR and the other was “computers”.  Given I’ve spent over 17 years in Tech PR I’m not sure how valuable my advice is!

PR is without question a fantastic career choice. 

It’s always changing, always challenging. Of course that’s good and bad.

Great PR people are always learning, always investigating and thinking.

That’s the key asset, being inquisitive, always keeping up to date on what’s happening inside and outside your industry.

I also think it’s vital for PR people to have a broader understanding of business.  Great PR people understand how PR impacts the bottom line, where PR can have a major positive impact and often more importantly where it can’t. That’s invaluable knowledge.

Finally, if there were two things that I’d recommend to anyone thinking of a career of PR, they would be developing a love of reading and gathering knowledge; and building your capability to explore. They are incredibly valuable strengths, inside and outside the world of PR.

Is there a question you wish I had asked you?
What will PR look like in five years – what will be the main online tools or channels?

I don’t think anyone honestly knows the answer to that question.  There’s a lot of snake oil salespeople on the Internet who will tell you in no uncertain terms where we’re headed.

I don’t believe them.

The only thing I am convinced about is that there will be an online element to everything we do, and our audience will continue to face information overload at work and in the home.

Every day a new widget emerges somewhere on the Internet and is proclaimed as the new new thing.  People’s time is their most precious resource and only time will tell what tools and channels are relevant for your audience.

The better we connect and understand our audience, the better we will be able to deliver great communications programmes.  The Internet continues to evolve and we need to evolve with it.

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Social Media; The Death of Print?

Thecomputerdemandsablog

Well here I am again advertising something…. it will stop soon… However this may be of interest as it touches on social media and PR, both of which are meant to be featured regularly on this blog.

Unicorn Jobs in conjunction with our sister company, Taylor Bennett, is hosting a round table called, erm, "Social Media; The Death of Print?"  It’s on March 10th at the Charlotte Street Hotel.  If you’re a Facebook user you can see details here: http://www.facebook.com/event.php?eid=8541632674

If you’re not a Facebook user how do you ever get invites to anything?  Email me and I’ll send you something in plain text.

It should be a hotly debated topic.  If you know bugger all about social media then all the better, we will introduce you to the world of blogs, podcasts and virtual worlds.  (I saw Second Life on a CSI episode the other night…. that may be a whole other post).

Anyway, if you want to come send an email to socialmedia@unicornjobs.com and say you’d like to be there. 

What’s more, you get to meet me and have a beer.  What more could you want?

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Thank Crunchie It’s Friday?

Crunchie
At the end of last month, Cadbury announced that they are bringing back the "thank Crunchie it’s Friday" campaign.  In this morning’s Metro there was a tiny little piece on page 21 declaring that "two thirds of workers no longer associate joy at the end of the working week and that they feel tired and stressed out instead."   Do those two thirds include the 700 people they are making redundant?   I tried calling the Cadbury press office this morning and gave up after half an hour of a busy tone so I can’t tell you if there’s any more to the story or not.  Presumably Cadbury are planning to put the fun back into Friday but I’m not convinced a honeycomb and chocolate treat is enough.

I am personally quite perky, but I’m very fond of Fridays.  They are the gateway to the weekend and my cleaner comes on a Friday morning so I know our flat will be sparkly clean when I get home.  The trains are surprisingly quiet – parents are sloping off early for half term I suspect – and after work drinks means the commute home is generally a piece of cake at the end of the week too.  We have our weekly team meeting and things get DONE on a Friday.  I must be part of the one third who don’t dislike them, which is just as well because I’m not allowed a Crunchie on my current diet.

What the Crunchie survey fails to mention (or at least I presume it does as I wasn’t able to get my hands on a press release) is that the tired, stressed out feeling isn’t limited to Fridays.  We are a nation of hard workers.  We have less bank holidays than the vast majority of other countries (there are several petitions for a additional one on the Number 10 website).  We work longer hours than our continental  colleagues and  although there is the odd exception – we’re pretty  good at not  skiving off.  Only yesterday a friend told me how she had paid to see a private doctor near her workplace because she didn’t want to take time off of work to go and see her GP near her home and risk being branded a slacker.  Sometimes, motivating yourself to sit in front of a PC screen for 9 hours a day is a bit of a slog.

Maybe Cadbury should consider allocating a chocolate bar to every day of the week.  Thank Curly Wurly it’s Tuesday!

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PR Perspective – Richard Millington

Richard_millington
After a bit of nagging (I felt a lot like his mother – wash behind your ears and pick those pants up off of the floor), Richard Millington gives us the latest PR Perspective.  Richard is 22 and is currently a marketing student at the University of Gloucestershire in Cheltenham, He is also a freelance copywriting and marketing/social media consultant, and his clients include Gloucester City Council, Rancon, Hazina and HLTV.org. He is taking the rather unusual step of hoping to go freelance straight from Uni rather than pursue the traditional corporate route. Should be interesting.  He’s just moved his blog over to Typepad and here is the  necessary link to FeverBee.

How long have you been blogging?
I began a personal blog for just a few friends back in 2004, but I only started blogging about PR in May 2006. After I completed my work placement my blogging slowed down a little, but recently as part of my new year’s resolutions I’ve cut my feeds down, switched to a brand new blog at www.feverbee.com and got things going again. I think it’s going to be important for me when I finish University.

Why did you start?
My first few weeks of my placement were quite intense and one evening I decided to see if anybody else was at my stage of a PR placement. So I typed in ‘Student PR’ and ‘Young PR’ and came up with the blogs of Chris Clarke and Paull Young. I then spent the rest of the evening, reading their blog archives and those they linked to. The next day I asked my boss at apt marketing & PR if she was ok with me starting a blog, and it’s been going ever since.

Do you think blogging has helped your business?
I think it’s helped both my former paymasters at apt, and now my current freelance income. For apt it’s something we began offering as an extra service to clients, one early client took us on specifically for a social media project. It also ranked high up on the agenda for recruiting my successor, Samantha Wilcox.

Personally, I’ve been staggered by the number of opportunities my blog has given me. From a freelance perspective I would consider it essential, one of my current clients found me because my blog ranked higher on local searches than the websites of Gloucestershire’s PR agencies. I’m a firm believer that the indirect benefits of blogging (networking opportunities, knowledge sharing etc) are far more important than any direct advertising revenue/freebies/money benefits.

Blogging and reading the blogs has given me some fantastic insight into modern practices. Every morning my bloglines is filled with practical PR ideas, modern approaches and progressive advice. It’s amazing how many people are willing to share so much information.

What do you feel is the biggest challenge about writing a blog?
I think at times it can be a struggle to write something that’s both original and relevant. There has been several nasty instances this year when young PR bloggers have been slated for opinions on topics on which they aren’t experienced. Which can put us in a difficult position, what can we blog about? I haven’t worked in a PR agency on a daily basis for over a year, so it can be a struggle to keep it fresh.

What do you want your readers to know about you?
Aside that I’m open to work from June 08? I’d like readers to know how much I love what I do. I honestly believe that social media is a much a growing industry as it is a new movement to shakeout the corp-speaking, legal-worrying, suspicion-raising company ethos of the 80s – 90s. And I’m very fortunately to be graduating University at a time when there is such a radical shakeup going on. There’s plenty of opportunities for younger communication professionals to gain valuable work experience early, and rise quickly.

Which other blogs do you read regularly and why?
I put 5 blog feeds into my ‘essential reads’ at the start of the year. These were Seth Godin, Ducttapemarketing, Viral Garden, Copyblogger and Ramit Sethi.

•    Seth Godin: Is the ultimate modern marketer, albeit sometimes dismissive of PR. His blog is the best business blog on the internet, and he practices everything he preaches. A truly remarkable blog.
•    DuctTapeMarketing is John Jantsch’s small business marketing blog. This blog, whilst aimed at small businesses, is actually full of insight and advice for entry level marketers/PRs.
•    Viral Garden is just a damned good blog about marketing and social media.
•    Copyblogger helped me get a lot of copywriting work over the past year. The advice is good, up to date and is useful for anybody writing anything to be read by an online audience.
•    Ramit Sethi: I’m a young freelancer earning enough to begin investing; Ramit Sethi’s blog is my dream come true. Truthfully, I’ve never taken the time to read up about personal finance, and I’ve learnt many costly lessons. Ramit’s blog helped me both catch up and even give advice to others about their personal finances. I just wish there was a UK equivalent.

I read much more, of course (85 feeds per day) – but if I only have 5 spare minutes, those are the blogs I read.

If you knew someone was thinking about starting a PR related blog what advice would you want to give them?
I would say that sooner or later, you’re going to say something that someone doesn’t agree with. Try to react professionally to those situations and treat it as a learning experience. Nearly all bloggers have to weather such storms, some have actually benefited greatly from the opportunity.

Do you think Web 2.0 is having an impact on how PR is practiced?
Yes, but not at the speed most bloggers are predicting. Bloggers, by nature, are usually tech-savvy and work either in technology or communications sectors. Working in Cheltenham on my placement year I learnt that a lot of companies aren’t ready to begin blogging yet. If your audience never goes online and relies on newspapers, as some of our clients did at apt marketing & PR, a blog isn’t going to be much help.

In other industries however it became more of a case of how best PR and social media fit together. In Autumn 06 I worked briefly with a company called Wiggly Wigglers, founded by Heather Gorringe. Heather’s quite well known in social media circles these days through her brilliant Wiggly Wigglers podcast. Yet whilst Heather really was a perfect client for our new Social Media division, we struggled (as many PR agencies are doing) with figuring out quite how our PR expertise and her existing Social Media success fit together. We’ve learnt a lot since then, but it’s a struggle many agencies are still experiencing.

Agencies outside the biggest cities are still lagging behind with clients who wont grasp the social media concept for a few more years yet.

What’s the biggest challenge in PR?
There are so many answers to this question. I think from personal experience the most important challenges in PR is agencies trying to make clients sound more interesting, rather than advising clients how to be more interesting i.e. how to do things worth generating coverage, and what to do with that coverage.

Too often the client tells the agency they’re releasing a product in a new colour (or whatever) and want media hits. Why didn’t the client get more out of their agency fees by asking in advance what they could do to generate hits? The agency/client relationship is one which needs a lot more work.

Perhaps the other more obvious challenge is the blurring of industry lines. What’s marketing? What’s PR? What’s advertising? What’s Sales? What’s SEO? So much is overlapping at the moment that it’s difficult to keep up. I can’t say how it’s going to evolve, but PR agencies needs to broaden up what they can offer clients.

What would be your advice to someone who is looking to embark on a career in PR?
Read. Read blogs, books, newspapers and magazines. Don’t stick to just Public Relations material but read around in marketing, social media, copywriting, business and as many other sectors as possible. If possible, try to specialize in an area. Have something to offer a company which they don’t already have, it’s a great way of standing out from the crowd. In your application try to be something other than a “determined and ambitious graduate”. A lot of this goes back to what Mitch Joel and Anna Farmery have discussed – what is your personal brand.

For example, treat yourself as a client. What is your core message? Focus on what you really want to achieve, and specialize yourself to get there.

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Big Bad Bosses

I have fairly recently changed jobs.  I left on good terms with my old boss but some previous bosses haven’t been quite so nice.  Anyway, whilst bemoaning this fact to some friends the following stories (kept anonymous for obvious reasons) came tumbling out….. beware bosses, be an arse and it may come back to bite you in in the, erm, arse!

"I had a psycho boss. 
Who would tell you to fuck off one day, and then be your best pal the next. He was an alcoholic freak, and very very mean.
He also used to pimp out his dog to other people’s lady dogs in our
staff room at lunch time. He was basically a grade A bastard. I was so
glad to leave."

"I once had a boss make me pick up her dog from
her house and CARRY IT on the tube to bring it to the office.  I nearly
resigned that day."

"I had one who was a lawsuit waiting to happen…
His first words to a very shy new person (me)… "it’s always the quiet
ones you need to look out for, I bet you’re a fireball in the bedroom.
Have you got your clit pierced?"


"
I had one who used to take advantage that I was a hard
worker and did bugger all basically leaving me to run the department
whiel he sat around chatting to his friend."

"Erm… there was my first boss who kept hitting
on me.  He’d asked me in (my first ever interview at 19) if I was in a
relationship and if I was planning on having babies any time soon.
Every Friday after work we’d have a bbq and he’d get drunk and leery.
I used to make sure that my boyfriend picked me up (was "expected" to
attend and enjoyed everyone else’s company).  I left after a couple of
months.  He ended up shagging my replacement and his wife found out and
shot herself in the work parking lot.  He continued using that same car
for ages after.

Then my next boss asked me what I thought about sex.  I replied
"what do you mean, think about sex how?" to which he replied "with me".
I said I didn’t."

"My old boss was the reason that I left my old job.
She was awful a real bully, she’d pick on people for not getting enough
leads and therefore they wasn’t enough to converted to sales so the
branch wasn’t making money and colleagues wouldn’t get a bonus.   She would pick on people, out of 8 of us 3 were signed off with depression it was the most awful time."

"My last boss used to pay us by cheque and asked me to remind him, so i
did and whenever I reminded him he used to swear at me. And we were
also due to be paid on the last day of each month and one of us would
pop to the bank on our lunchbreak to pay everyone’s cheques into the
bank so that it would start to clear. The boss cottoned onto this so
would hand us our cheques after lunch break at about 3:15pm so it was
too late to for our cheques to clear which meant the money stayed in
his bank for longer! Needless to say I left due to his attitude with
this and many other things and i just got a load more of abuse for my
last few weeks. Since leaving I then discovered from the Inland Revenue
that he hadn’t been paying my tax or National Insurance which he then
had to cough up!!"

"I left my last job because of my old boss.  She was a complete nightmare and best mates with the overall boss, who
wouldn’t do anything when i eventually got up the courage to complain
about her.  One notable episode was giving my friend a nervous breakdown which
was eventually caused by screaming at both of us in front of the whole
office about something she had asked us to do and forgotten about, and
then assumed we had done it wrong. The final straw was her having gone to a meeting and left me a note
of some work she needed doing that i was to leave on her desk for her
to collect when she got back from the meeting.  I had done the work
exactly as she had asked (and had the note to prove it) and when I got
in the following day, got screamed at in front of the whole office
because I should have known she’d made a mistake on the note she’d left
and asked for the wrong thing. Such a cow."

"My boss regularly goes in a bad mood for no reason, its mostly just me
and him in the office and he thinks its acceptable to completely ignore
what i say on a daily basis, then thinks that he can come in and start
a conversation with me when he’s snapped out of it."

"An old boss threw a paperweight at my head – it
was a glass one about the size of a cricket ball because she could not
find some paperwork and she assumed that I had it. Which I didn’t by the way – the paperweight was thrown because I denied all knowledge!"

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PR Perspective – Alex Pearmain

Alex_pearmain
Alex hails from deepest darkest Northumberland, and following a stint studying history at Oxford headed for PR consultancy, with Fishburn Hedges. Realising Facebook was useful for more than just status updates, he set up the PR and Comms Network with fellow FH-er Alain Desmier. Aimed at bringing together PRs in a more relaxed, useful way, the group now has over 3000 members, a blog, and are about to have their latest drinks event.   Alex blogs at both www.alexpearmain.blogspot.com and www.prandcommsnetwork.wordpress.com.

How long have you been blogging?
I dabbled at uni, and then, and put my blogging on a more formal footing when I started work. About 18 months in the various blogs I’m currently involved with.

Why did you start?
Like most bloggers, because I’m self-indulgent and self-important? No, more seriously, it’s a combination between an enjoyment of writing, sharing opinions, and importantly a belief that social media offers better opportunities to communicate with each other, which in turn leads to better lives all round.   

Do you think blogging has helped your business?
I think every PR has a responsibility to consider how we communicate, individually, and on behalf of clients. There’s no better way to develop social media skills than putting them into practice, which will in turn assist clients.

What do you feel is the biggest challenge about writing a blog?
Undoubtedly having enough [worthwhile] thoughts to share. I’m not a believer in boring on for the sake of writing things, but equally am very conscious of the need to blog regularly to meet your ‘invisible pact’ with readers.

What do you want your readers to know about you?
Well my Twitter bio simply says ‘deeply interesting’. so I’ll stick with that!

Which other blogs do you read regularly and why?
My personal favourites are Fake Steve Jobs and Innocent, which are big parts of my daily routine. When it comes to PR blogs, I have a large number of feeds demanding my attention, but would pick out Stephen Davies, Simon Collister and Ed Lee as those which most often provoke me to thought.

If you knew someone was thinking about starting a PR related blog what advice would you want to give them?
Do it differently. Unless you’re David Brain or in a similarly privileged position, your view will just be one of many. So take a theme, and develop it, or blog from a  different perspective. Just not ‘another’ mainstream PR blog.

Do you think Web 2.0 is having an impact on how PR is practiced?
The rumblings have begun, but they haven’t yet translated into a material difference in the lives of  PR practioners right across the board. 

What’s the biggest challenge in PR?
Making sure you never stand still.

What would be your advice to someone who is looking to embark on a career in PR?
Ensure you actually enjoy media, in all its forms. If you’re not actually all that fussed about magazines, newspapers, blogs, social networks etc, you’re really going to struggle to enjoy anything you’re doing.

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