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Since man first started scribbling pictures of dinosaurs on cave walls, technology has driven the way we consume information and content. More recently, it’s been Apple that’s led the way in coming up with game-changing new tech. So, what does the iPad mean for PR?

Will it be the saviour of publishing, leading quickly to millions more people being happy to pay for the written content that they value, in the same way that they pay for music or film? Probably and, to some extent, hopefully, because we can’t expect free content forever. Even journalists need to get paid for what they do! With so many millions already signed up to iTunes and comfortable with paying small amounts for other types of content, this could quickly become the standard business model for most publishers.

Will it change PR? It won’t change the fact that a positive mention or endorsement by a respected journalist is still one of the most powerful things that can happen to a brand, but it will accelerate the need for brands to produce rich content that makes the most of the technology and is designed to engage as deeply as possible with the consumer, without simply shouting at them through advertising.

So, the first Threepipe Book Club today got together to talk about PR Power: Inside Secrets from the World of Spin, by Amanda Barry.  

This book was written in 2002, and it shows its age a bit.  Although the basic principles of good comms haven’t changed, the media and technology definitely have!   The book is really written for the business owner or in-house person with a limited existing knowledge of PR, and runs through the basics from first principles.  In this sense, it didn’t teach us anything we didn’t already know, but was a useful reminder of some of the golden rules of good PR. 

Overall, probably a worthwhile read for someone starting out in an agency with no PR experience, or something to give to Mum and Dad to help explain what it is you do for a living.

LEGOLAND  Windsor Appoints Threepipe to Launch ‘Pirates Landing’

Following a five way pitch, LEGOLAND Windsor has brought in Threepipe to launch the first LEGO pirate themed area within a British theme park. The brand new land opens in March 2010 and children wanting to become pirates for the day can see their dreams turned into reality!

Children can learn swashbuckling and sea faring skills at Pirate Training Camp, then climb aboard the new Jolly Rocker swinging pirate ship and find their sea legs on the Pirate Dynamite Drench water ride. Threepipe will work with the LEGOLAND Windsor in house PR team to launch the new land and provide support throughout the key summer period. Threepipe has developed a series of stunt and campaign ideas to drive national media coverage for the new land and for the park.

Jim Hawker, Co Founder, Threepipe: “We have had great fun coming up with pirate themed ideas and can’t wait to make them happen this summer!

Alison Bledge, PR Manager,  LEGOLAND Windsor “Threepipe has an excellent track record in delivering creative campaigns with a high ROI and we were really impressed with the creative ideas Threepipe presented for the launch of Pirates Landing. We believe the campaign ideas will help ensure that Legoland Windsor is must-visit destination for families across the UK”

Some cracking coverage this week for our new client, Trade Mark Direct, which helps all businesses protect their businesses by offering trade mark advice.

Before Christmas we ran a survey of small business owners which revealed that most of them hadnt registered their own trademarks which basically means anyone can set up a company with the same name doing a similar thing – not ideal as you can imagine.

This week we had some lovely news pieces in the Mirror and Mail on Sunday in their small business pages as well as coverage on loads of small business websites. Faith and Alex are getting loads of great feedback from the media on some case studies we have too – so watch this space for more Trade Mark Direct coverage coming to an enterprise page near you

Be Quids In with Gourmet Burger Kitchen. Download a voucher from www.capitalfm.co.uk/gbk, order two main course burgers or salads at any GBK nationwide and get the cheapest free when you donate £1 to 95.8 Capital FM’s Help a London Child. Valid until 8th February 2010.

Leading slot racing brand, Scalextric, owned by Hornby Hobbies Limited, are delighted to announce their continuing partnership with the MERCEDES GP PETRONAS Formula One Team (formerly Brawn GP) on an exclusive, worldwide basis. Further details will be released at the end of January 2010. www.scalextric.com.

Leading sports brand Dunlop™ today announced that current world no. 4 squash star Greg Gaultier has signed a contract extension. The Frenchman will continue to act as a brand ambassador for Dunlop™ and endorse their market leading range of squash equipment.

Gaultier, 27, enjoyed a fantastic 2009, the pinnacle of which was taking the world No.1 spot in November. In a memorable year he won the Tournament of Champions after defeating Karim Darwish in the semi-final and Nick Matthew in the final, remaining the only Frenchman to have won the title. Other noticeable career achievements to date include clinching the British Open in 2007 and also being part of the French team that finished runners up to Australia at the World Team Squash Championships in 2003.

Gaultier, a former European junior squash champion, currently uses the Dunlop™ Aerogel 4D™ ELITE which is an ideal racket for both advanced and intermediate players who require outstanding power.

Gaultier commented: “I want to thank everyone at Dunlop for the support they have given me so far in my career. They have a proven track record of producing first class squash equipment so it was a very straightforward decision for me. I am excited about what the future holds and just want to keep improving”.

Chloe Passant, Sponsorship Executive, Dunlop™, said: “We are delighted Greg has decided to extend his contract with us. He is a truly exceptional talent who is only going to get better and we look forward to playing our part in his prosperous future. He will be eager to reclaim the world No.1 spot so 2010 promises to be an exciting year for him”.

Well done to everyone who picked up a “Sherlock” at the our annual awards just before Christmas.  Once again, the competition was fiercely tough, especially for the coveted Foot in Mouth award.  The trophy people assure us this is exactly what Sherlock would look like if he was five inches tall, gold and cluching a garland…

Lucy – Office Star

Lindsey – Most Festive & Media Guru

Jennie – Little Ray of Sunshine & Drama Queen

Lauren – Digital.Guru

Nia – Best Dressed Girl

Ricky – Best Dressed Boy

Jim – Foot in Mouth

500 winners from across the UK today gathered in central London to prepare for their funded two month placements with local charities as part of the Vodafone Foundation’s World of Difference programme.

 The World of Difference programme gives people from across the UK the opportunity to work in a two month paid placement for their favourite charity.  The Vodafone Foundation pays each charity a total £2,500 of which the winner gets the balance (once tax and National Insurance has been paid). In addition, Vodafone UK will donate a new mobile phone with pre-paid credit so that winners can capture their experiences and share them on vodafone.co.uk/worldofdifference to inspire others.   

 This is the first time that The Vodafone Foundation has offered two month World of Difference placements in the UK. The programme was open to anyone over 18 in the UK who had the passion, drive and commitment to donate themselves to a charity. Taking part involved finding the right charity via a unique online Charity Matchmaker tool.  The Charity Matchmaker tool is still available on the vodafone.co.uk/worldofdifference site for anyone who wishes to follow the example of the 500 winners and get involved in charity work.

 To check out more images from the World of Difference Induction Day and to keep up to date with winners’ progress go to facebook.com/worldofdifference . You can also follow the programme on twitter by searching for WOD_UK.

It’s a very busy and exciting end to the week for team Vodafone as we look forward to the first induction day for the World of Difference UK winners on Monday, which will help them to kick off their charity work placements with confidence!

500 PEOPLE CHOSEN TO MAKE A WORLD OF DIFFERENCE WITH A TWO MONTH WORK PLACEMENT AT A LOCAL CHARITY

• The Vodafone Foundation find 500 people from across the country for first World of Difference UK Programme
• Over 1100 apply for placements
• Winners to spend two months working for a charity of their choice

500 people have been chosen from over 1100 applicants to win a place on The Vodafone Foundation’s 2009 World of Difference UK Programme.

 The programme gives people from across the UK the opportunity to work for a charity they are passionate about.  The Vodafone Foundation will pay each charity a total £2,500 of which the winner gets the balance once tax and National Insurance has been paid. In addition, Vodafone UK will donate a new mobile phone with pre-paid credit so that winners can capture their experiences and share them on vodafone.co.uk/worldofdifference to inspire others.    

This is the first time that The Vodafone Foundation has offered two month World of Difference placements in the UK. The programme was open to anyone over 18 in the UK who had the passion, drive and commitment to donate themselves to a charity. Taking part involved finding the right charity to suit their interests, skills and experience and completing an online application form at vodafone.co.uk/worldofdifference.

 “We are delighted with the response we have had in the first year of this exciting new phase of the World of Difference programme,” commented Andrew Dunnett, Director of the Vodafone Foundation. “We hope that the World of Difference UK programme will help more people to make a contribution to local communities, from veteran volunteers to first-timers.  World of Difference offers an ideal opportunity to help others while gaining valuable life and work experience.” 

 Over 132,000 fans have been following the programme’s progress on facebook.com/worldofdifference and the WOD_UK Twitter account now has nearly 400 followers.

For further information on the World of Difference programmes please go to: vodafone.co.uk/worldofdifference or join the World of Difference Facebook fan page facebook.com/worldofdifference