14 February 17

The Future of PR: What It Looks Like & How You Can Be Part of It

“It is about understanding your client, providing sound counsel, issues preparedness, account management, business and financial acumen – those things are never going to change.” – Fergus Kibble


Last week I had the opportunity to attend a panel of four leaders in the PR industry to hear them outline what the future of Public Relations looks like, and offer advice to the next generation of practitioners.

The panelists were Jason Carnew, National GM at Haystac Francesca Boase, MD at Edelman Australia, Fergus Kibble, founder and MD at FORWARD Agency PR, and Craig Badings, Partner at SenateSHJ. Let’s see what they had to say.

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16 January 17

The importance of being mentored

“No one—not rock stars, not professional athletes, not software billionaires, and not even geniuses — ever makes it alone.” ― Malcolm GladwellOutliers: The Story of Success

Re-reading Malcolm Gladwell’s Outliers over the Christmas break, I was struck by the idea that people very rarely, if ever, achieve greatness in isolation.

If you’re anything like me the idea of being a lone wolf, a self-sufficient individual with no need for guidance or counsel, has a certain appeal. Walking through life like Clint Eastwood in A Fist Full of Dollars, poncho-clad with a cigarillo between my teeth.

The reality is that we all need help, at times. We all need guidance. Rather than a sign of weakness or inability, history has shown that the ability to confide in others and seek counsel actually makes people successful.

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8 December 16

On quotable quotes

Bravo to Adelaide Bank general manager Damian Percy for my favourite quote of this week, found in the Australian Financial Review and Realestate.com.au. It starts off usual enough:

“The number of Australian first-home buyers decreased by 6.7 per cent during the quarter, to 21,825 — a decline of 5.8 per cent compared to the September quarter 2015 and the lowest figure recorded since ABS records began.”

Then we hit the jackpot:

“To give this some sense of perspective, the number of first-home buyers for the quarter has dwindled to a figure now equivalent to the number of lions believed to be left in the wild.”

In a day where multiple organisations would have been adding their opinions or voices, it’s the best data and lions lines which win the day.

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5 December 16

Health, Happiness & High Performance: A lesson in mindset mastery

“Look at elite performance as a gigantic puzzle – and without finding every piece, you will have something missing. This “missing,” is what we are looking for when we seek to improve ourselves…” – Matt Griggs, high performance coach

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24 November 16

Who am I? Tom Lock

It’s time to introduce another member of The Herd! Consumer Legend, Tom Lock.

Growing up on the Gold Coast, Tom made the move to Sydney at age 21 and immersed himself in Fuel’s corporate client roster; making his bones on big-hitting accounts like Salesforce. Tommy then found his true calling in consumer, and has been killing it ever since.

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10 October 16

Who am I? Peta Frost

It’s time to introduce another member of The Herd, Fuel’s consumer queen, Peta Frost.

Born in Inverell, New South Wales Peta moved to the city to pursue a career in PR and has been kicking goals ever since!

A budding astronaut with a knack for sewing, find out more about Peta and her tips for young PR professionals below.

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5 October 16

Stronger as a Herd

Today Fuel Communications joins our sister agencies, N2N and Touch Creative under the new group brand of Herd.

Herd draws on the strength of the agencies’ 50 consultants to provide the best possible creative and integrated communications solutions for our clients.

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6 September 16

Who am I? Rob Tolan

Welcome to the first installment of our Who am I? series, where we take the time to find out more about our team mates.

This week we hear from Rob, who heads up a number of our consumer accounts – when he isn’t putting his finger in his left ear while brushing his teeth…

Rob has a wealth of industry experience and insights, which he also shares below.

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21 June 16

Cannes Lions PR jury: Inside the Jury Room – Days Four and Five

It’s been a long five days in the jury room and today was the day the shortlist had to finally come together.

After a marathon 12 hours of judging on Saturday, we left The Palais late in the evening.

It was the first time the entire jury had come together after individual and small group judging.  This meant it was the first time we had seen the proposed shortlist across all the categories. Probably the best way to describe it is like the process of responding to a new business pitch: you receive the brief, get clarity about what needs to happen then each member of the team goes away and works on the content they agreed to. But then when you bring all that content together and sit down for the first to see what you have got – what brilliance has emerged – you find there is still a long way to go.


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17 June 16

Cannes Lions PR Jury: Days 1 & 2

Day two of judging and we are off to a good pace now. With the record number of entries this year there is a lot to get through before we even get to the shortlist stage – whittling down from more than 2,200 entries (up 12% from 2015) to just 500 for the short list. The 20-person jury is divided into four groups and we already have about 500 entries under our belts so far. In this process we are starting to see some consistent themes across categories – from gender equality to the Syrian refugee crisis in Europe, from bullying to banning the trade in Ivory, and – love them or hate them – emojis.

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