Now, don’t get me wrong. Public Relations is a good thing – I do it. It is a performance art that wraps its arms around an idea and dances with it with a satisfying sense of the sublime rhythm. Stare into PR and it will smile back. It is the cheerful face of capitalism.

But journalism, I said as I rolled up my sleeves, journalism looks at many things, perhaps an audience, perhaps a community, perhaps a democracy, the only thing that is understood is that it is not about the big picture. It doesn’t paint the small picture large or the big picture small. It paints every picture as it is or as it is seen to be – in that moment.

It is said that content is king – and so it is. The trouble is, it’s king in an online realm were fake news stories and provocative, derogatory content are ever-present.

The content king resides in an online world that can be quite a toxic environment. There’s the rub. Placing advertising in a toxic environment may not be good for your brand.

If the exit of advertisers from Twitter is anything to go by, then there is already a growing concern that consumers are beginning to lose trust in brands that advertise on controversial sites or alongside inappropriate content. The concern is, although it is still uncertain, that Twitter may well become the flagship of an increasingly toxic social media fleet.

Building a career in marketing and communications seems sort of straight forward. Just the same, the idea of finding the right path assumes that there is only one right path, and a myriad of wrong paths. However, I suspect that there are no wrong paths. That the only wrong choice is to not set out on your journey, to not take the risk of failure, the risk that you might find a way to become the best marketer, the best communicator, the best content creator.

You know how it goes. You get an idea for the next great blog. You know, the one that everyone will follow, linger over, talk about, share and share again. Before long, you’re going to be the next internet sensation. Hell, it’ll be talked about in words of reverence uttered in whispered tones.

When it comes to finding a social media audience, let’s go to the movies.

Although it’s true that film has had to find an audience since 1895 when the Lumiere brothers went out to the back shed and knocked together the first movie camera, there’s a simpler reason why there’s a lesson from cinema about social media. When it comes to social media audiences, movies have something to say.

Listening works because the traditional model of push marketing either on traditional platforms of digital platforms works. That’s according to Forbs Magazine. The magazine argued that, “today’s customers are digitally empowered through mobile and social technologies, and they are better informed than ever before.”

What’s the buzz? It’s a line that goes all the way back to 1970s pop-culture. Something that was buzzing was something that was cool, talked about, or perhaps in the Zeitgeist. That was then, what about now?

 Everybody’s talking about influencer marketing.

Not surprisingly really. After all, with an apparently endless procession of articulate folk with eye-watering follower numbers willing to do a little word of mouth marketing to boost B2C sales and improve ROI, influencer marketing remains a hot ticket to marketing success.

Given its growth in popularity, the nature of the audiences and growth in the medium thanks to Covid-19, those considering podcasting are contemplating a great element for many a well-planned communications strategy.

You know how it goes. You dive onto the internet determined to sell your new products from your new on-line business via social media.

You’re confident that the fact you turned up on the Inter-webs-of-everything means your new home with a gazillion en-suited bedrooms, numerous spars, a spattering of media rooms, an assortment of lounges, and vista so stunning that it’s set to have you reaching for your Ventolin puffer, that home is coming your way soon. And it’ll turn up with a gold-plated Maserati parked in the drive.

And why would it not? 

The highly competitive business climate makes promoting your services and goods a challenging task. A quality blog helps meet that challenge by assisting the multimedia representation of your company, keeping the audience interested, and promoting your company through brand storytelling and advice. Think about promoting your videos, podcasts, interviews, and more on your blog. This is helpful content for your audience, and great content for your website. The key is to maintain a consistent voice through professional quality posts.

The Occupational Health and Safety Services Industry in Australia is in the doldrums. The good news is, fair winds might be starting blow.

 Last year, beyond the Pandemic, the economic and social environment in which the industry works includes falling business confidence and strong competition have impacted on the OH&S industry.

The world around us is changing, and how we do business in this world also has to change.

Tell your brand story or sell your pitch right and you can get a potential client to believe in your story just as strongly as you do. Now don’t go thinking that your product or service is just a product or service and nothing more. Not at all.

Coffee Creative’s David Gilchrist recently produced quality content for Go RV at the recent brand release of Vision RV by Sunseeker Caravans. The shoot was at Landcruiser Mountain Park near Jimna in Queensland's Sunshine Coast hinterland.

Here's a sneak peak. To find out more, keep an eye on Go RV .

Sunseeker have designed the entire range Vision RV range a market that loves adventuring in the most remote and rugged destinations without being limited. The content had to reflect that ambition., yet remain as quality editorial content for Go RV.

It raises the question about which has more value, editorial content distributed as a public relations campaign or advertising?