What's Floating Around Cloud 9? 15th October

Welcome to another week!

Our current focus is all about an event we are staging - the forthcoming CIPR Northern Conference which takes place at The Rose Bowl, Portland Crescent, Leeds, on 31 October 2012 with a “Fit for the Future” theme. 

The focus for this year will be centred around the changing face of the PR industry and how equipped we are to tackle the increasing challenges that lay ahead. Whether it is understanding and keeping ahead of the continual changes in the digital and social media sectors, making the leap to being a sole practitioner or starting your own consultancy, or making sure you have the skills, gravitas and confidence to reach the top; the 2012 Northern Conference is one you cannot afford to miss.

There will be a packed schedule this year and a choice of interactive workshops as well as several keynote speakers, all of whom are at the top of their game. Delegates will also be able to enjoy the great facilities available at The Rose Bowl, a stunning prestige building with great views of the City of Leeds.

Cloud 9 has a good relationship with the CIPR (we're members) and staying in the PR industry, the other leading industry body the PRCA (we're members of this one too). So we like to think we know a thing or two about PR, and having run PR Awards for many years, understand the fundamentals of a great PR campaign.

However, our theme for this week is bad PR and some of the horror stories surrounding PR stunts and campaigns that have gone badly wrong. We haven't included how using Social Media as part of your PR can also backfire, as that in itself is worth a dedicated blog on its own!

Just remember to avoid some of these key mistakes that some of the bigger brand names have made in the past-

As PR gaffes go, it certainly wasn't slick. BP chief executive Tony Hayward decided to go racing on his yacht at the weekend while his company struggles to contain the 60,000 barrels of oil pouring into the Gulf of Mexico daily. Furious US Chief of Staff Rahm Emanuel blasted: "I think we can conclude Tony Hayward is not going to have a second career in PR." 

In 2001 Blue were riding high as Britain's most successful boy band - and on the verge of breaking America. Until gormless Lee Ryan opened his trap during an interview in the aftermath of 9/11. "What about whales?" he shrieked. "They are ignoring animals that are more important. "Who gives a f*** about New York when elephants are being killed?" Blue never did crack the States. Funny, that.

The too good to be true free flights promo in the 1990s offered trips to the US for any customer spending more than £100 from Hoover. The company found itself overwhelmed and hundreds took Hoover to court. The firm had to fork out £48million.

The £4.3billion Terminal 5 will forever be remembered for its shambolic opening two years ago. A catalogue of errors saw 216 flights cancelled and 15,000 bags delayed. What made matters worse was the fact that BA seemed incapable of accepting any blame over the fiasco. Later chief executive Willie Walsh finally admitted it was not its "finest hour."

The longest court case in England saw the burger giant sue Marie Steel and David Morris for defamation. In 1997, after 30 months, a judge said McDonald's had, among other things, exploited children with advertising. The firm was still awarded £60,000 damages but did not pursue this money after the campaigners refused to pay.

In order to avoid making major PR gaffes, it is always worth taking the time to do your research, think before you speak and if funds allow, get involved with one of the professional trade associations like the CIPR or the PRCA.

Both offer extensive training and a range of courses and webinars covering a range of communications topics, including conferences to help shape and sharpen your communications skills - especially now that Social Media is so vital in any PR campaign.

 Social Media Conference 2012

The CIPR ‘Share This: Social Media Conference’ takes place at the Microsoft building, London, on 1 November 2012.Featuring sessions on mobile, building campaigns, social media newsrooms and understanding social analytics, you can attend those most relevant to you.Experts in various sectors will cover aspects of social media including the BBC's Director of Communications, Paul Mylrea FCIPR, who will be discussing how the BBC-managed Twitter during the recent Olympic Games; David Bailey from Staffordshire Police will present a case study on social media guidelines; Penny Fox & Elayne Phillips from Defra will be presenting a joint case study on integrating traditional and social media; and Metrica's Richard Bagnall will present the latest thinking on social media measurement. The keynote speaker will be Robin Pembrooke, Head of Online for ITV and Global Radio.Further discussions and case studies will be presented around Networks & Platforms, Mobile and Location, and Understanding Social Media Analytics and Measurement. 

Once a member of the PRCA, many of their excellent courses are completely free including an upcoming event which is a Digital and New Media Campaigns Masterclass. Threepipe present their Ericsson Money campaign along with Azzurri Communications talking through their 2011 PRCA Award winning Connecting for Business Health campaign. Find out how Ogilvy PR London put content at the heart of their campaign surrounding Panda Awareness Week, clocking up more than 2 million views of their video content on YouTube and gaining coverage across the globe from the China Daily to Good Morning America and BBC World.

Yes you need to invest some time and often some money to ensure you deliver effective communications for your company, but at least if you do, you will ensure you never suffer from the same fate as Gerald Ratner :  Surely the most famous (and most costly) blunder of them all was back in 1991. Gerald Ratner wiped £500million from the value of his jewellery company after joking the chain "sold a pair of earrings for under a pound, which is cheaper than a prawn sandwich from Marks & Spencer, but probably wouldn't last as long". He added a decanter was "total crap". Ratner was forced out and the firm re-branded Signet.

Enjoy your week and don't forget to book for the CIPR Northern Conference on 31st October !

You can book via email paula@cloud9em.co.uk or use the booking page on Eventbrite www.ciprnc2012.eventbrite.com