Boris Johnson was in the South Korean capital earlier this week for the C40 Large Cities Climate Summit.
With the British media increasingly tied to their desks, the City Hall comms team used social networking site Ipadio.com to help get the mayor’s messages out.
The site allows people to ‘phlog’ or upload voice clips direct from their phone to the site. Those clips can then be listened to on the website. Johnson has also been posting filmed messages on YouTube, has launched a new Facebook page, tweeted regularly and used Flickr.
City Hall comms director Guto Harri told PRWeek: ‘Most British journalists who cover City Hall have not flown to Seoul for the C40 climate conference so the digital side is very important.’
A City Hall spokeswoman said: ‘Phlogs enable the mayor to update Londoners personally. It is a novel way to provide media who could not physically make the trip with additional information beyond the traditional press release.’
The mayor’s digital tactics were well received by one leading PR blogger. 3W PR MD Stephen Davies said Johnson was an ‘early adopter’ of new social networking tools, adding: ‘Given his popularity on these platforms he can use them to bypass the media.’