Territory business woman awarded Life Fellowship

Territory business woman Tracy Jones has been honoured with the highest award given by the Public Relations Institute of Australia – a Life Fellowship.

The Managing Director of Darwin-based public relations agency Creative Territory was inducted as a Life Fellow at a ceremony in Adelaide last night. The former journalist is the first Territorian to be awarded this honour.

Tracy’s service to the Public Relations Institute spans 12 years, including two years as National President, three years as National Treasurer and more than nine years on the Board of Directors.

She became the first Territorian to be inducted as a Fellow of the institute in 2003 and has been a member of the Council of the College of Fellows since that time.

She has also won numerous national Golden Target Awards and in 2010 was awarded the President’s Award for services to the institute.

Three lessons to take away from the Myer disability scheme backlash

By Tracy Jones

 

Comments by Myer and the Australian Retail Association about funding of the National Disability Insurance Scheme are proof of just how dangerous it can be to swim in other people’s ponds.

Both Myer CEO Bernie Brookes and Australian Retailers' Association's executive director Russell Zimmerman showed they had no business wading into this important community debate with their poor choice of language, tone and topic.

And their responses to the social media outrage that inevitably followed their comments made things even worse.

Bernie Brookes began the debacle by telling a Sydney conference the levy proposed to fund the scheme was not good for customers and not good for the discretionary income world – that presumably would be otherwise spent at Myer stores.

After the initial outrage, Myer tried to apologise via Facebook, saying while it supported a scheme of some description “we remain sensitive to imposts on the consumer by the government generally, for whatever purpose, as this adds to negative consumer sentiment and that adversely impacts sales, profit and jobs.”

After a further barrage of abuse from mainstream and social media, Russell Zimmerman weighed into the debate: “What the public's got to realise is there are a large number of consumers out there who are doing it tough.”

While both Myer and the Australian Retailers’ Association are busy saying they’re sorry “if they offended anyone”, the whole episode is a salutary lesson for anyone who provides commentary in the public domain.

There are three key points to take away from this:

1.  You should generally stick to swimming in your own pond: Offering public commentary on topical issues is a great way to position yourself as a subject matter expert – if the topic is one you should be commenting on. But why on earth is the CEO of Myer making comments about a national disability scheme? 
2. If you find yourself swimming in someone else’s pond, make sure you understand the ground rules: Notice both Bernie Brookes and Russell Zimmerman talked about consumers, profits and sales rather than people and families. They didn’t understand the right language or tone to use when communicating with this audience.
3. If you accidentally pee in someone else’s pond, just say sorry and get out of there: If you’re sorry, you’re sorry. Don’t try to justify it, explain it away or only be sorry if someone was offended. Say it like you mean it.

LinkedIn growth continues to outpace Facebook in the NT

Territorians are flocking to LinkedIn at three times the rate they are joining Facebook, according to the latest social media statistics for the NT compiled by Creative Territory.

While Facebook membership now stands at 92,720 against LinkedIn’s 19,352, Facebook has not been able to match LinkedIn’s growth rate. LinkedIn membership grew by 67 per cent in the 12 months to March 31 against Facebook’s 21 per cent.

As shown on the graph, Facebook membership tends to rise steadily in the lead up to Christmas and new year before suffering in a nose dive as people return to work from holidays. LinkedIn, while smaller in numbers, has continued steady growth over the past two years.

The latest statistics for the Northern Territory should dispel any doubts about the importance of social media in the public relations mix. More than half of Territorians aged 13 years and over are on Facebook and almost 1 in 5 of Territorians in the workforce are members of LinkedIn.

While younger Territorians are far more likely to interact on Facebook than older Territorians, usage is still high as people age, with around 1 in 4 people aged over 65 years remaining Facebook members.

The graph below shows the number of Facebook users in the Northern Territory in particular age groups. The red line graphs users in each group as a percentage of the NT population in that age group.

 

Honourable mentions for Creative Territory in CSR Awrds

Creative Territory has received two honourable mentions in PR Daily's Corporate Social Responsibility Awards announced today.

Our work during and after Cyclone Carlos in 2011 was honoured in the categories of Grand Prize CSR Campaign of the Year and CSR on a Shoestring.


Managing director Tracy Jones said it was an honour for the whole Creative Territory team to be selected among the world’s top public relations campaigns for CSR.


Entries come from a wide range of industries and organisations, from multi-national corporations, local governmental agencies and communication companies in industries as broad as energy, finance, entertainment, insurance, mining and healthcare.

PR Daily is a web-based publication read by more than 800,000 communication professionals in every country in the world.

More information is available on PR Daily's website.

Darwin company recognised in global Social Responsibility Awards

Leading international media and public relations publication PR Daily has recognised Darwin’s Creative Territory in its Corporate Social Responsibility Awards.

Creative Territory has been selected as a finalist for the Grand Prize Campaign of the Year as well as the CSR on a Shoestring category.

The US-based awards recognise the use of public relations for the good of the community and attract entries from around the world.

Creative Territory has been recognised for research it conducted during and after Cyclone Carlos in February 2011. The research has led to improvements in how several organisations provide information in emergencies.

Managing director Tracy Jones said it was an honor to be selected among the world’s top public relations campaigns for CSR.

Entries come from a wide range of industries and organisations, from multi-national corporations, local governmental agencies and communication companies in industries as broad as energy, finance, entertainment, insurance, mining and healthcare.

PR Daily is a web-based publication read by more than 800,000 communication professionals in every country in the world.

 

Read more about the awards at PR Daily's website.

10 things to do when a journalist phones

When a journalist knocks on your door looking for a comment, it is tempting to simply answer their questions. But you need to be much more organised if you want to build and protect your brand and reputation.

Here is our list of 10 must do actions to take when a journalist asks you for a comment:

1.      Ask what they want: Don’t assume you know what they want to talk to you about.

2.      Ask what they already know: What information do they already have? Do they have a concrete basis for the story already or are they on a fishing expedition?

3.      Ask who else they have spoken to: Knowing this can help you figure out what other people may have already said. Have they spoken with someone who is likely to be critical of you or an action you have taken?

4.      Ask what angle they are taking: Okay – many journalists aren’t going to tell you, but it’s worth asking the question anyway.

5.      Ask what their deadline is: You need to know how fast you need to move. Making them miss their deadline is not conducive to building a good working relationship.

6.      Tell them you will call back: That’s right – never do an interview on the spot. You need to do some homework first. While journalists on a tight deadline won’t be happy, they will appreciate the fact that you can talk to them armed with facts.

7.      Do your homework: Gather the facts, Google recent news stories on the topic and prepare yourself for the interview. Look at what is being said on social media, particularly news Facebook pages. Think about questions the journalist might put to you and prepare answers.

8.      Practice with a friend: It doesn’t matter whether it is a work colleague, your partner or a media advisor; it makes sense to have at least five minutes practice before you head into the real interview. Other people will also think of questions that slipped your mind.

9.      Call the journalist back: Even if you decide you are not going to provide any comment on the story, have the courtesy to let the journalist know before their deadline has passed.

10.   Review the result: Make sure you watch the news or read the paper to see the result. Critically review your own performance so you can do better next time.

Tracy Jones started her career as a journalist 30 years ago before moving to public relations. She is principal of Creative Territory and runs the company’s Intensive Media Training for Executives course.

Six top online and social sources for Top End cyclone information

By Tracy Jones

With the cyclone season now upon us, all of us in the Top End need to be prepared. With your cyclone kit packed, your insurance updated and your family emergency plan updated, you need to think about how you will access the information you need to get through.

Our research at Creative Territory has shown us that up to 90 per cent of Top Enders are now using the web and social media to find out what is going on. The problem is, the social media space is now so overcrowded with “experts” it is hard to know who to trust.

Here’s our advice on where to go, depending on the type of information you are looking for:

1.       For official weather information go to www.bom.gov.au The Bureau of Meteorology issues all official cyclone watches and warnings. It is also the place to watch the latest radar information. You can also see radar images by downloading the Rain? app on your mobile phone or tablet device.

2.       For official updates on government information and services, go to www.secureNT.nt.gov.au This site aggregates information from all NT Government agencies in one place. It also includes useful tips to help you get ready for the season. You can also like secureNT on Facebook (www.facebook.com/secureNT) or follow them on Twitter (www.twitter.com/@secureterritory). This is a trusted source for official information.

3.       If you are looking for more colour and interest but still want to have a reasonable level of trust in the information, use local traditional media outlets. ABC regularly updates its website with the latest information. ABC Darwin, The NT News and Nine News Darwin have very active social media channels through both Facebook and Twitter.

4.       A number of websites provide great professional and para-professional commentary on weather conditions as they change. Try www.northauschasers.com , the Weather Channel or Weather Zone.

5.       In Twitter, do a search for hashtags that will help you sift through information. For example, in the Top End, search for #topend which is used by many locals to help index their Tweets. Once a cyclone is declared, many Tweets will use the appropriate hashtag – for example, during Cyclone Carlos in Darwin many people used #Carlos or #TCCarlos  Just be aware that not all this information can be trusted – not because people are trying to fool you, but because not everyone has accurate information.

6.       Watch out for what your friends are saying and see what people you follow are saying. They’ll provide you with a very local weather forecast right from their own home.

Creative Territory shortlisted for international social media award

Creative Territory has been shortlisted for an international award for social media.

The Darwin-based company has been named as one of three shortlisted entries in the Public Affairs Asia Gold Standard Awards, which recognise excellence in public affairs throughout the Asia Pacific region.

The company is up against campaigns by global companies Adidas and IBM in the Social Media Communications category, the winner of which will be announced in Hong Kong on December 6.

Creative Territory has been recognised for its use of social media during Cyclone Carlos in February 2011, including the provision of information through Facebook and Twitter during the storm and its research into community information sources afterwards.

Managing director and social media commentator Tracy Jones said her company’s work has led to a greater understanding of how people in the Top End access information during emergencies in the social media age.
 

“Our research has shown that Territorians are increasingly switching to their smartphones and computers in an emergency,” Tracy said.

“When Cyclone Carlos hit Darwin, Territorians were looking to Facebook and Twitter to find out what was going on but few local organisations were there with them.

“We’ve seen an amazing turnaround since then, with authorities and the media now providing a complete social media service that not only provides information but engages Territorians in the recovery process.

“The use of Facebook and Twitter during Cyclone Carlos was 22 per cent. Just 10 months later during Cyclone Grant that had jumped to 38 per cent. More importantly, Territorians feel much better informed about what is going on as the use of social media grows.”

Creative Territory has shared its research with the local community, media and government as well as interstate and international colleagues. This work has contributed to creating a better understanding about how people access and use information during emergencies and recovery.

For more information about the awards: http://www.publicaffairsasia.net/goldstandard/index.html.

Facebook just keeps growing in the NT

By Tracy Jones

Following a dip in Northern TerritoryFacebook membership post Christmas, membership has surged again to increase by 32 per cent over the past 12 months.

There are 95,320 Territorians on Facebook, up from around 72,000 on 30 September last year and well ahead of the previous peak in December of 84,580.

Most interesting is where that growth is coming from. While teens and those in their thirties and forties have left Facebook since June, people in their twenties and those aged 50 and over have flocked to the social media network.

The green and red bars in the graph below shows the current break-up by age and gender of Facebook users as at 30 September 2012. The blue line shows total Facebook members in each age bracket as at 30 June 2012.

Perhaps it's all the new parents in their twenties sharing baby photos with their parents.

While the number of LinkedIn members remains relatively small, it has maintained its place as the fastest-growing social media platform in the Northern Territory with an annual growth rate of almost 60 per cent over the past 12 months. In Katherine, growth was 72 per cent as shown in the graph below.

It's a shame we are unable to produce reasonably reliable statistics for Twitter. Anecdotally, it appears to have experienced steadt growth, particularly among opinion makers and shapers.

Share your cyclone experience with us

How do people access information during severe weather events in the Top End? And has this changed since Cyclone Carlos last year? We’re trying to find out.

Creative Territory is encouraging people to tell us about their experiences during the recent cyclone and floods so we can find the best ways to communicate in the future.

This survey follows a similar one undertaken after Cyclone Carlos battered Darwin in February 2011, flooding properties and bringing down thousands of trees. That survey showed a growing reliance on the internet and social media as a means of accessing information. (You can see the results from that survey here)

This survey will help us understand if the trend has continued.

You can access this new survey here: http://www.surveymonkey.com/s/Z9DQN7Z

We will publish the results of the survey along with an analysis of how information access has changed since Cyclone Carlos in February 2011 based on the survey we conducted then.

NT Facebook membership up 20% in six months

Facebook membership across the Territory has grown by more than 20 per cent over the past six months, according to the latest statistics compiled by Creative Territory.

There are now almost 85,000 Facebook users who list the Territory as their home, including 64,860 in Darwin and 12,920 in Alice Springs.

The raw data, drawn from Facebook’s advertising tool, shows more substantial increases in smaller centres such as Nhulunbuy and Tennant Creek. However, this is likely to be the result of more accurate data collection as the number of Territorians listed in “unknown” towns as dropped considerably since Creative Territory first started collating this data.

Facebook membership	Jun 11	Sept 11	Dec 11	Six-month Growth %
Total NT	69,620	72,420	84,580	21.49
Darwin	50,240	52,020	64,860	29.10
Alice Springs	10,060	10,260	12,920	28.43
Katherine	2,640	2,780	3,360	27.27
Nhulunbuy	1,280	1,380	1,960	53.13
Tennant Creek	780	880	1,160	48.72

Facebook usage is highest among Territorians in their 20s with almost 30,000 members. But don’t think that Facebook is not an effective means to reach older Territorians – there are still more than 10,000 Territorian members aged over 50.

While both men and women use Facebook at around the same rate while they are younger, women are more likely to be members as they age.

While LinkedIn continues to enjoy stronger growth than Facebook in the Territory, it has a long way to go before it catches up. At 31 December it boasted 11,091 Territorian members, about one-eighth the following.

LinkedIn Membership	Jun 11	Sep 11	Dec 11	Six-month Growth %
All major centres	8,177	9,494	11,091	35.64
Darwin	6,219	7,214	8,254	32.72
Alice Springs	1,344	1617	1845	37.28
Katherine	252	308	367	45.63
Nhulunbuy	462	555	625	35.28

NT Social Media Statistics for September Quarter

The growth of LinkedIn throughout the Territory continues to outstrip that of Facebook although still has a long way to reach the same number of users, according to statistics compiled for the September quarter by Creative Territory.

LinkedIn Northern Territory membership grew 18 per cent over the past three months. If this growth rate continues, LinkedIn will have almost 17,000 members in the NT a year from now.

Facebook membership also continues to grow, with now 72,240 members in the NT. Growth across the Territory was 4 per cent in the three months to 30 September, with biggest growth in Tennant Creek at 12.8 per cent. Around 46 per cent of people in Darwin and Katherine are on Facebook, with a total Territorian Facebook population of around 33 per cent.

Facebook

Tennant Creek and Nhulunbuy led the growth in Facebook members this quarter, up 12.8 and 7.8 per cent respectively. The number of members in Alice Springs recovered from dip in August to reach 10,260 members.

Source: These statistics were sourced using Facebook’s advertising tool, setting parameters for state and town and includes all age groups. Be aware that while Facebook works hard to understand the true demographics of its users as its advertising model depends on it, it still relies on individual account owners to name their home town. Many users do not.

LinkedIn

Around 4.4 per cent of Territorians in major centres are now connected via LinkedIn, with Nhulunbuy continuing to lead the pack.

Source: These figures were prepared by using LinkedIn’s advanced search tool. We searched for accounts within 80km of each major centre in the Northern Territory. Tennant Creek is not shown in this table, as our search did not reveal any users. Again, we need to remember that account holders self-identify their location and research shows a large number of people never visit their profile again after the initial rush of excitement.

Twitter

We have to wonder about the accuracy of search tools when Twitter numbers remain exactly the same as the previous month at 642 members. Instead, here is a snapshot of where Territory Twitter users live.