Diary: 'Buzz' fails to signal clippings' demise

Around 40 PROs descended on London's Covent Garden Hotel last week to hear Frank PR boss Graham Goodkind expound on the topic of 'Talkability and the Power of Word of Mouth'.

Goodkind entertained PROs with a 40-minute rant on 'creating buzz around your brand', lamenting what he called 'thick cuttings-book syndrome' and the tendency of agencies to talk up wads of press cuttings as a primary way to impress clients of their campaigning efficacy.

Instead, Goodkind presented six case studies from Frank campaigns that had, he claimed, caused a 'buzz' that was more useful and impressive than mere clippings.

But just as delegates at the event, convened by search and selection firm VMA Group, began to wonder whether they should end their contracts with their press-cuttings agencies, they were sent home with a goodie bag that included loads of Frank press cuttings. Long live Romeike, Durrants, et al.

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