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I love travelling and hiking and treasure hunt used to be one of my favourite childhood games, so weirdly enough I only found out about geocaching a few days ago.

If you also missed the ‘in the know’ boat, it’s basically a high-tech treasure hunt – a brilliant combination of the old-fashioned game and new technology, with Internet and social-networking added to the mix. Geocachers hide and seek small trinkets (caches) at different locations all over the world with the help of GPS gadgets and then log clues and photos on the Internet for other gamers.

Some tourism companies and national parks have already tapped into this growing craze. Brecon Beacons National Park, for example, helps visitors set up caches within the park and also offers special Geocoins with unique tracking ID codes to promote the park.

And with over 700,000 registered caches around the world and a huge following online (abundance of support groups on Twitter and Facebook – the largest one has nearly 14,000 members), I can see why.

New technology is developing fast (the iPhone 3G is great for geocaching), and could open up some interesting opportunities for experiential marketing and PR in many areas, not just travel. Imagine finding keys to a new car in a cache, instead of the usual trinkets? Or bringing your local geocachers together to regenerate parks in disadvantaged areas?

Of course, as with anything new there are potential pitfalls, from someone walking into a lamppost or being arrested for shady behaviour (you might look a bit odd walking down the high street with a TomTom) to the more serious issue of a bomb squad carrying out controlled explosion of your branded treasure cache (read ‘suspicious package’).

Still, I have a feeling geocaching’s here to stay – this week’s Time Out London has devoted a whole page to the subject, and I’ll keep my eyes out for the first big branded campaign.

Indy’s claim “we do not follow maps to buried treasure and X never, ever marks the spot” might be proven wrong after all!

Twitter users are growing by a factor of 10, so says web measurement firm, Hitwise. Not bad going for what was a niche, online tool with no clear use apart from giving other intrepid social media pioneers a running commentary on your day-to-day life - in 140 characters or fewer.

But now the BBC, according to correspondent, Rory Cellan-Jones’ “Tweets”, is having meetings about its own reporters’ use of Twitter, surely it’s gone mainstream.

And so, social media is becoming part of the fabric of our lives. When your Mum and Dad are on Facebook - even if they are slightly bewildered by it - you sense a corner has been turned.

In the past 24 hours I have been involved - for the first time - in a new business discussion that began on a social networking site. A few hours later, it went offline and is progressing in a way you’d never expect after meeting someone in today’s equivalent of the infamous “chatroom”.

But it makes absolute sense. If you need a service, and you know that people looking to do business are gathering in particular places online, why not congregate? Not only can you get an insight into the background, knowledge and expertise of prospective business partners or customer (it tends to be spelled out in a clear chronology), you can open a dialogue and get a feel for the person you’re dealing with. Interacting on social media is disarming, so you should get a truer, more unvarnished view, free of marketing gloss.

This model, in my opinion, would serve the procurement of professional services such as PR and marketing very well, as it allows for a more natural evolution of understanding between buyer and seller, rather than the unnatural beauty parades that dominate the sector. Companies can be dazzled by a pitch, but does that translate to a long-term working relationship? Sometimes, but not always.

Social media is out there and - for business - it’s coming of age. Get with it, before your Granny beats you to it.

Update: Here’s what the FT has to say: “Social media…transforms a business if you use it correctly.” (Bob Pearson, Dell)

Just like anyone with customers, PR people have been guilty of atrocious customer service.

Leaving aside for a moment the client which actually pays the bill, the other main customer is the journalist.  Yet despite countless courses, internal mentoring from old hands and being shouted at down the phone by an irate correspondent on deadline, some PR consultants still get it wildly wrong with the media. And one of the greatest offences remains the unfocused, pointless and often desperate phone call to ask the journalist, pleading: “Did you get the press release I sent?”

So, as communications skills need to shift to meet the mores of Web 2.0, are PR people (not “PRs”, please - that’s just not good Inglish, rite?) behaving themselves?

The Independent’s Cyberclinic writer, Rhodri Marsden, seems to think not. In this week’s column - which suggests the populace give Twitter a go before believing, as the Daily Mail does, that it’s “boring” - he warns the reader to “Ignore the companies and PR agencies hell-bent on turning it into an advertising platform”.

PR Blogger Stephen Davies has spotted PR people using Twitter to pester journalists with the loathed “Did you receive my…” question and canvassed views via, well, Twitter. What might surprise Rhodri Marsden is the almost ”born again” response from the PR community, treating such practices with abject revulsion and suggesting the need for offenders to undergo a Twitter etiquette course. Maybe more PR practitioners than imagined have undone their evil ways and those persisting with naughty behaviour are being treated as a pariah minority?

But more surprising is the journalists’ response to Davies’ question. A fearsome critic of poor PR tactics, The Guardian’s Charles Arthur, comes out almost cuddly, saying: “I’m all for it” (on the proviso it’s in lieu of a phone call. The penalty for getting that wrong is inconceivable). And then @RobinBrown78 kicks back with “Relaxed about it - as long as it’s relevant.”

So, (some) journalists are virtually embracing Twitter free love, while PR people are mounting a Web 2.0 version of the Spanish Inquisition on their own. Clearly, the world has gone mad, but never - despite what the Daily Mail says - boring. 

*Update - the Daily Mail comes under attack from “Twitter vigilantes”. Oh Lord!

Hello again and Happy New Year!

After a short hiatus, PR Media Blog is back on the beat.

And what better place to start than today’s Media Guardian, whch gives a pretty exhaustive forecast of the new world facing the media in 2009.

Here is a sample of the most interesting views from the massed media commentators. Have they got it right? PR Media Blog will be keeping an eye on things as the media circus rolls on into another year.

“Leading web thinker” Clay Shirky with his media forecast for 2009: “Newspapers are going to get more and less elitist…a small, niche publication that says: ‘We’re only opening our mouths when what we say is demonstrably superior to anything else on the subject.’ The populist model is: ‘We’re going to take all the news pieces we get and have an enormous amount of commentary. It’s whatever the readers want to talk about.”

Gareth McClean on TV programmes: “As money becomes scarce, ratings will become more important…drama finds itself under siege from light entertainment - and factual entertainment and anything else that’s cheaper, which is basically everything - like never before.”

John Plunkett on Radio: “If ever there was a time for commercial radio to strike back in the ratings war, then surely this is it…expect more commercial stations to go to the wall, expect BBC radio to be less sure of itself, expect uncertainty over DAB to continue - expect a bloody battle.”

Roy Greenslade on newspapers: “The importance of online journalism cannot be stressed too often. It is foolish to call it the future because the future is now…the fight that counts in 2009 is the one for online eyeballs seeking news and informed comment, not for the passive audience handed a freesheet with the minimum of journalistic merit or public benefit.”

Peter Wilby on journalism: “Mass market journalism - short, snappy news items alongside gossip, glamour and articulate prejudice - is by definition doomed…serious journalism will triumph by default.”

Oliver Luft on magazines: “Business publishers may look at greater innovation online to find revenue that goes beyond the blunt approach of either subscription or open access…consumer titles will focus on ways to deliver more audience to print advertisers they want to bring over to the web.”

Danny Rogers on PR: “PR helps organisations create ongoing dialogue with their audiences. The growth of blogs, social networking and Google made this essential if today’s companies, products, governments, celebrities and charities were to impress and thrive. And despite the current recession, this underlying trend remains.”

Jemima Kiss on Digital media: “One of the most powerful technology trends of 2008 was the shift from sites as destinations to open, sharing platforms…Big media needs to start thinking like this…it’s about being resourceful and flexible in order to survive.”

“As 2009 approaches, and the world economy is truly in freefall, what is your secret of success - or survival - for next year?”

 It seemed like a fair question to stick on LinkedIn before the festive bells start jingling and the chestnuts roast on an open fire.

This year has been social media year: as well as developing a serious Twitter problem, finding my way around cocomment and helping to keep this blog bulging like Santa’s sack on Christmas Eve, I’ve found LinkedIn starting to come into its own as a professional online networking community. Not only has it put me back in touch with people -without having to throw food or turn them into zombies, a la Facebook - it’s been a channel for some great ideas sharing.

Following last night’s question, here’s a selection of the best advice to come back so far…

Rob Ewanow: “Eliminating marketing/PR spend is short-sighted…those who continue to market will reap the rewards.”

Mark Shippe: “If you have a good product or service, you will always be busy and in demand.”

Derek Weber: “It is more important than ever to make yourself and your company more visible…this is the time really to go out and try picking up new clients.”

Karthik Mani: “Be visible…communicate your viability in addition to your value proposition.”

Bridgett Gayle: “Find your unique selling point, your special value-added (everyone has one) and lead with that.”

Phil Quimby: “Be indispensable, whether to your employer, or your clients/customers. Works in good times too.”

And, my current favourite has to be:

Chuck Bogardus: “Wait until 20 Jan 2009 when the major media will announce that everything has been fixed.”

That’s like Dallas, when Pam Ewing discovers supposedly-dead husband, Bobby, in the shower. And it was all a dream. 

Unfortunately, there’s nothing dreamy about multi-billion dollar bank bail outs.

Merry Christmas!

And so, it’s nearly over. Barring the handover of some details that will set me free to forge a new life with a new partner, a relationship stretching back nearly 10 years draws to a close. Yes, I’m leaving my mobile phone provider.

But it hasn’t been easy: not because of some peculiar affection for a company which enables people to track me down at any time of night or day. No, it’s literally been the most difficult contractural arrangement to extricate myself from, ever.

Up to now, the service given by this household name has been quite acceptable (they let me make and receive phone calls - hard to mess up if you’re a mobile phone operator). I paid my bills on time by direct debit, so it’s the very least you’d expect. But dare to close your account and be prepared for the full force of corporate inertia to be unleashed.

The minutiae of the case is too painful to recount, but when Tory leader David Cameron referred last week to the Government as “Stalinist”, it suggests that he clearly hasn’t tried to swap his mobile phone number between networks.

After two months of endless phone conversations with an array of chirpy call centre staff promising to phone back with answers, trips to one of the company’s high street branches which bears the same name but might as well be a cheese shop for all the help it’s been, the pain should soon be over.

But anyone who lives within a radius of at least five miles will have heard me talking about this company in a way that would make Gordon Ramsay blush. It’s an old adage about the unhappy customer telling hundreds of people, but the level of customer service displayed sometimes by companies hints that they really don’t care. For all the investment they throw at advertising, PR and clever sponsorship deals, they are undoing it all at the point of delivery. 

Astonishing to note, but there is actually a British Standard Code of Practice for Customer Service, which is clearly being used to prop open doors or support coffee mugs across the nation. Elsewhere there is some pretty comprehensive advice to be had for free on the subject.

With the cost of winning new customers far outstripping that to retain existing ones, it’s curious that nobody yet at the mobile phone company has asked me why I wish to leave or what they could do to make me stay. Maybe they were about to dump me, but just got fed up of being put on hold.  

As I write, the House of Lords is debating the 42-day detention amendment to the Goverment’s counter-terrorism bill, which - if passed - would increase from 28 to 42 days the amount of time a terrorist suspect could be held without charge.

To support opposition to the bill, campaign group Liberty has orchestrated 42 UK writers to publish work tackling the implications of the legislation head on, with the results posted on a special section of Liberty’s website. 

The Liberty campaign is a brilliant piece of PR: securing 42 high profile writers to contribute their own words on the subject; designing the web site as a 42-day calendar and gaining press coverage such as that in yesterday’s Observer (half an early news page), aimed at precisely the left-leaning libertarian reader who is more likely to rattle his MP’s cage on the matter.

But the key element here is the writers. Whether or not they could be deemed “celebrities”, their profile raises that of the campaign.

Choosing the right, high profile people to associate with your campaign is a sticky business: finding someone who has sufficient profile and resonance with your chosen audience and who will reflect the brand values of your product or cause. Some choices are clear cut in their brilliance while others seem to work in spite of themselves. 1960’s model and icon, Twiggy’s association with M&S just works. Ironically, so does M&S and Mylene Klass, despite the latter being not really a model nor a pop star, but somehow right for the brand.

Here is a selection of brands that had an association with a star, with a suitable clip to refresh your memory. Can you name the star before clicking on the brand? For those readers under 30, you might need to ask a grown up.

Curly Wurly; Campari; Cinzano Bianco; Boddingtons; Memorex; Fosters; Teach your kids to swim (public information film); Olympus Trip; National Westminster Bank

With the Western world’s financial system seemingly disintegrating around us, it’s no surprise that the magic formula for business buoyancy - confidence - evaporates.

In tough times it’s natural for businesses to take immediate action . But is it right to shave PR, marketing and communications from the budget? Along with the allocation for training and Belgian chocolate biscuits, marcomms is an easy target. If the late, great Bill Hicks had anything to do with it, we’d all be six feet under.

But in such uncertain times, there is a need for clear and open dialogue. Insightful comments on the topic have been shared on LinkedIn.

How would you justify the marcomms team and budget not being chucked overboard?

They say that politics is showbusiness for ugly people, well step forward Lembit Opik. Former beau of both weather girl, Sian Lloyd and one of the Cheeky Girls, has enlisted the services of Bell Pottinger in Liverpool to try and buff his image sufficient to get him elected as Lib Dem President.

Bell Pottinger have plenty of form in moulding the profile of unpopular politicians but why choose the Liverpool office? I guess as a Lib Dem, the head of BP Liverpool, Richard Clein, has a personal relationship with Lembit.

This is definitely part of a trend in our media obsessed world. Disgraced former Lib dem front bencher, Mark Oaten, has been using the services of a former Lib Dem spin doctor to try and repair his public image. There’s nothing wrong in this. I’ve done a fair bit of this kind of work myself and its extremely interesting. No word on whether Lembit is paying Bell Pottinger but Guido has a way of finding these things out:)

The next thing you know, we’ll be seeing fading politicians staging a comeback by appearing on reality shows.

A few titbits;

•  DJ Collins, Google’s Head of Comms, has recently been outed, firstly here and then in PR Week,  as David Miliband’s ‘media man’. He’s the guy guiding Joe 90 on a road to media adulation to match his mentor, Tony Blair’s rise in the mid 90s.  So why was DJ part of Gordon’s speechwriting team? My source says it was a clever move to get Miliband’s top spin-meister into the tent and focus Miliband’s camp on the common aim. May be that’s why Miliband was so careful in his speech not to be seen as throwing too much red meat to Gordon-baiters?

• In those three weeks while Gordon was on holiday Southwold District Council got more coverage than the Labour government. Team Gordon seemed to forget that just because the PM is ‘out of office’ doesn’t mean that political journalists switch to become sports journalists. They still have space to fill so why did they let the Tories fill it for them? Andy Coulson is clearly more aware of how to fill a newspaper than Brown’s spindoctor, Damien McBride. I understand that McBride was berated in the bar of the Midland Hotel at 3am this morning and just ‘didn’t get it’.

• There’s increasing talk that the Mirror’s Political Editor, Kevin Maguire, may finally relent and take up the media role at Number 10. The Party wants an attack dog, who understands the issues, understands the press, understands the Party and will agressively go after the Tories. Kevin has Labour stamped through him like a stick of rock. He’s a Party member and his Mum plays an active role up in the north east I believe. He’s also extremely bright and a brilliant journalist. He’s always said he couldn’t do it as he would never want to lie to a journalist. He’s thinking if he doesn’t do it now he might never do it. And he wouldn’t need to lie!

• And finally well done John Prescott. He’s the nearest that Labour’s got to the ‘Straight Talk Express’ and now he’s no longer in Cabinet he’s even more direct. He talks like the people or at least a huge proportion of them who otherwise just switch off when they hear Estuary English and a pre-programmed soundbite. His interview with Paxman was a corker. No official messaging, no buzzwords, no dancing round the issues. He put Paxo in his place. Look forward to more of that as Gordon uses him to say the things that Cabinet Minsiters can’t say.