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Author: Trevor Young

Conversation versus carpet bombing

Building conversation around your brand has long been an important and effective marketing communications strategy, especially in today’s hyper-connected environment where white noise is at a peak, as is the public’s ability to screen out advertising messages. That said, it’s not exactly an easy strategy – it takes ...

Building a solid base for brand communications

As a society we’re obsessed with quick fixes, instant celebrity and immediate gratification. The marketing industry, being reflective of broader society, is no different; too often it approaches everything from a short-term perspective. Give me extra sales. NOW! Make my brand famous. NOW! I want a media profile. ...

Silly season socialising makes the picture clearer

‘Tis the silly season of course and in recent weeks I’ve had the opportunity to catch up with plenty of people across media and marketing, public relations, social media and business generally. Of the many (sometimes ‘lubricated’) chats I’ve had, one thing keeps coming up in conversation: what next for marketing, ...

All aboard the Cluetrain!

Psssssst! I’m going to let you in on a little secret. Well, it’s not exactly a ‘secret’ secret, but it appears to me there are many, many people in marketing, PR and communications – in fact, in business generally – who are unaware of what I’m about to tell you. To that end, this may be one of the most important ...

Stripping back PR to its bare essentials

Ask 100 people on the street what they think public relations is and you’ll get myriad answers (although I’m tipping most responses would be along the lines of “Free publicity in the media”). Ask 100 PR professionals the same question and you might well get 100 different answers. Let’s just say our industry is somewhat ...

Using social media rules to improve 'offline' PR

Here’s a thought: You actually don’t have to be ‘doing’ social media to benefit from social media and everything it stands for. Whaaaaaat? Exactly that – the offline PR world can learn heaps from social media without ever having to tweet, blog or open up a Facebook account. Social media is, can be, and should be, ...

Special PR deal – the traditional/social media combo!

When you're active in the social media space (as I tend to be, along with countless others in the marketing sphere), it's sometimes easy to get caught up in the minutiae of Twitter, Digg, LinkedIn, blogs and the like. I've been having my kitchen renovated these past few weeks and – as anyone who has gone through ...

PR vs. Media fight to a nil-all draw

Public relations and the media have managed to maintain – not too well I might add – an uneasy alliance of sorts for decades. To me, the situation seems to be getting worse as the pressure heats up on both parties thanks in part to ‘The Dreaded Acronym’ (GFC). For two industries that utterly depend upon each other, ...

Shock, horror! Public relations is... anti-spin!

It’s such a powerful phrase I’ll write it again! “Public relations is anti-spin.” Wow! When I came across this gem in a new Australian book on public relations, PRide and Prejudice: Conversations with Australia’s Public Relations Legends, it really brought home a lot to me about what PR is... and isn’t. The ...

Social media helps PR grow another leg

Marketingmag.com.au welcomes Trevor Young is the PR Warrior, a battle-hardened public relations and marketing communications consultant, blogger, speaker and trainer. Trevor is principal partner of strategy and communication advisory firm parkyoung. Prior to co-founding parkyoung, Trevor was for 10 years a co-founder ...

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Trevor Young

Trevor Young is the PR Warrior, a battle-hardened public relations and marketing communications consultant, blogger, speaker and trainer. Trevor is principal partner of strategy and communication advisory firm parkyoung.

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