July2011

1. DanKaufman(pic,right)formerSMHEditorlaunches EditorsManifestoforPRs 2. Dominosforecast50%ofrevenuewillcomefromdigital salesin3years:AmySmithandSarahBroad,DominosPR team,atlaunchoftheirAndroidapp(below,right) 3. 4. KeepLeftPRlaunchhugehealthcampaign AdvertisingagencywinsCannesPRaward;awakeupcall forthePRindustry,saysCannesjudgePaulTaaffe 5. 6. OgilvyChairmanquestionsvitriolicadindustryblogs USoilgiantChevronseekstochangeperceptions

Photo:aboveleft:KeepLeftPR CurrentissueofTheEconomist:14pagespecialreportonthefutureofthemedia

DentontolaunchnewTVseriesonPRindustry
DentontoshinespotlightonPRindustry:FollowingthesuccessofABCTVshow,TheGruenTransfer(insightsintotheadvertisingindustry),Andrew Dentonsproductioncompany,ZaprupersOtherFilms,iscreatinganewshowaboutthePRindustry,tobecalledGruenPlanet.

DawnTilDuskPRsecuresproductplacementinTVshowOffspring
DawnTilDuskPR(FoundedbySarahFindlay)hasplacedherclientsminihifiproduct,GenevaModelSDAB+,inarecent episodeofOffspringthataired29June.Theproductwasfeaturedextensively,andincludesasceneafteranadvertbreak withacloseupofanactorpressingplayonaniPhoneinsertedtheGenevaproduct. Havingtheactor/talentuseaproductontheshow(orinthefilm)istheholygrailoftheproductplacementbusiness. TheproductwasfeaturedinEpisode10ofTVShowOffspringSeason2, whichisaprimetimeAustralianTVshow.Findlaysays:Icommunicate withTVstylistsonaregularbasisforproductplacementjustlikeIdowith othermediaincludingmagazines,newspapersandonline. AccordingtoFindlay,theproductplacementsectorusesaninformally agreedformulatodeterminethevalueclientsreceiveinmediaexposure: Todatethisclienthasreceivedover$900,000worthofpublicitythisyear ina6monthperiodusingtheindustryformulaoftriplingtheadvertising rate.ThisclienthasalsobeingfeaturedinSmallTimeGangster(Movie Extra,Foxtel),Rake(ABC),20to1(ChannelNine),30Seconds(Comedy Channel,Foxtel),andSatisfaction(Foxtel).Wewillalsohaveproducton upcomingepisodesofNeighbours(ChannelTen)andRush(ChannelTen).

PRandinvestorrelationsimplicationsofthenewtwostrikeslaw
ByAliceCope(B.Fin,LLB),AccountExecutiveandDavidVan,ManagingDirector,TheDeWinternGroup On20June2011,thetwostrikesrule,whichwillallowshareholderstospillacompanysboardifthecompanys remunerationreportreceivesastrongnovoteattwoconsecutiveannualgeneralmeetings,passedintolaw.1Companies, andtheirpublicrelationsadvisers,needtobeawareoftherulesinvestorrelationsimplications,whichincludethe following: Anovoteofjust25%ormoreintwoconsecutiveyearswilltriggeraspillvote.Accordingly,companieswillhavea greaterimperativetoengagewithandunderstandtheconcernsofallshareholders,notjustinstitutionalorlarge shareholders. Thereisnothingtostopshareholdersusingtheremunerationvotetosendamessagetotheboardinrelationtonon remunerationissues.Therefore,companieswillneedtoconsiderandaddressallmaterialissuesraised(notjust remunerationrelatedissues)byallshareholders. IntheeventofastrongremunerationnovoteatoneAGM,companieswillneedtodevelopandimplementarobust investorengagementprocesstoidentifyandaddressallsignificantissuesorpotentialissues(remunerationrelatedand not),wellaheadofitsnextAGM,toavoidaconsecutivestrongnovotetriggeringaspillvote. DeWinternrecommendsthatlistedcompaniesassessthesemattersnotjustintheirinvestorrelationsstrategy,butalsoas partoftheirreputationalriskassessment.SeeTheDeWinternGroupsblogandfollowonTwitter. 1 TheCorporationsAct2001(Cth)currentlyrequirescompaniestoputtheirremunerationreporttoanonbinding shareholdervote.ThetwostrikesrulewillbeintroducedbytheCorporationsAmendment(ImprovingAccountabilityon DirectorandExecutiveRemuneration)Act2011(Cth),andwillapplytoannualgeneralmeetingsonorafter1July2011. Underthenewrule,iftheshareholdervoteonacompanysremunerationreportreceives25%ormorevotesagainstitin eachoftwosuccessiveyears,thecompanywillberequiredtoputaboardspillmotiontoshareholders.If50%of shareholdersvoteinfavourofthatmotion,thecompanywillberequiredtocallafurthergeneralmeetingatwhichallofthe companysdirectors(otherthanthemanagingdirector)willfacereelection.