PR is the most important tool in the 21st century media toolbox, the one that can most effectively change the way people think, and a show coming to Edinburgh this summer aims to prove this conclusively.
PR Mark Borkowski presents a controversial examination of the manipulative new age of PR and social media, with particular emphasis on how the herd is motivated to reshape our lives.
Captivating Narrative is one of the key events in the inaugural Edinburgh International Marketing Festival on Tuesday 24th August at 17.30 in the Wildman Room at the Assembly Rooms. Borkowski's lecture will reveal exactly how important PR 2.0 can be.
“In this brave new world, run to the tune of the ten minute news cycle, where traditional media has been reduced to merely commenting on and affirming stories that are broken on Twitter and in the blogosphere, almost at the speed of thought, and where advertising budgets have been slashed down to the stump, what else is there but PR?” asks Borkowski.
Borkowski will be discussing Captivating Narrative and how compelling and effective stories can be utilised to unite social media, traditional media and word of mouth into one powerful, viral jet-stream of information to promote brands, stars or anything one wants to apply them to and how truth plays second fiddle to manufactured fiction.
Captivating Narrative is the next step up from the public conversation that brands must maintain in the internet age if they are to survive.
“Brands and stars live or die on the way they are perceived,” says Borkowski, “and if they can control their own narrative and make it fascinating, they are far more likely to survive. A compelling story draws people in and spreads more easily by word of mouth. They can apply to anything!”
In his show, Borkowski will be dissecting the image and reputation of some of the biggest brands and names going, as well as looking at the people who manipulate them.
The show examines brands and personalities as diverse as Toyota, Al Qaeda, Paris Hilton, Somali Pirates, the England football team, Tony Hayward, Joseph Goebbels and Asda.
“The most dangerous people in the world are often the ones who understand how to maintain their story in the face of adversity,” says Borkowski. “The new age of terrorism is a remarkable example of how groups who are aware of the global media agenda can maintain their myth, message and image in a captivating, if horrific, narrative. PR that fears this new age is comparable with a soldier who is afraid of the sight of blood in battle.”
The Edinburgh International Marketing Festival is the newcomer to the City’s world famous festival calendar. It’s the first of its kind globally; a celebration of the marketing industry, its creativity and commercial value.
High profile speakers from leading agencies and brands, debates on hot marketing topics and exhibitions of work by award-winning creative's; the Festival has something to attract everyone with an interest in the skills and commercial impact of marketing.
Mark Borkowski presents “Captivating Narrative” Edinburgh International Marketing Festival on Tuesday 24th August at 17.30 £15, booking.