Blog

By KDPR Intern Jayden Ford

On the 19^th of January, the United States was scheduled to ban Tik Tok. To the shock of many users, the site actually went dark. Tik Tok was removed from the App Store and Play Store, and existing users were unable to use the platform. However, less than 24 hours later, TikTok was restored following Trump’s 90 day extension of the enforcement of the ban. This extension is aimed to facilitate the sale of a 50% stake in TikTok to a U.S.-based company.

While the ban has been temporarily withdrawn, there is much uncertainty. If no sale is made, will Tik Tok be banned again, this time permanently? If it’s sold, who will buy it? We know Elon Musk’s name has been thrown around, as well as a group led by Trump’s former Treasury Secretary Steven MnuSchin. How will this impact the United States and the world?

Global Uncertainty

Since its rapid rise in popularity between 2018-2020, Tik Tok has revolutionised how people interact, both socially and professionally. For marketing, communication and PR, Tik Tok became one of the most important platforms used to connect with audiences, especially younger ones. Thanks to its unique algorithm, Tik Tok allows for a more raw, personalised and interactive way for companies and public figures to connect and build relationships with their followers.

The biggest impact Australia and the world will feel from this ban is uncertainty. It sends a clear message to businesses and individuals; don’t rely on a singular channel or a singular strategy. Having a plan B or having alternative ways of storytelling and delivering messages is vital in today’s ever-changing media landscape.

It also highlights the need to invest time and resources into tracking global and local industry trends, as well as conducting regulatory and media monitoring. Understanding what is happening outside the bubble of your organisation is vital for adapting to changes and maintaining a competitive edge.

What if the ban is enforced?

While audiences outside of the US would remain unaffected, US users make up the second-largest TikTok user base with 170 Million users. With these users off the app and likely migrating to competing apps, there would be a fragmentation of a previously global audience. Given the international scope of many marketing, communication and public relations campaigns, this will impact how organisations choose to engage with audiences.

This may encourage non US-based companies to follow US audiences to wherever the majority decide to settle. Even with Australian audiences still allowed to access Tik Tok, the popularity of the platform may dwindle. Therefore, it will be vital for businesses to reassess their audiences and where they are, to keep up with swiftly changing trends.

Alternative Apps

So with or without Tik Tok, what other apps can be used in its place? Existing competitors Instagram Reels and YouTube Shorts are the most likely competitors/replacements, both offering similar short-form video content. Furthermore, both platforms already have established user-bases. Snapchat also has a similar function, but it is not currently as popular.

A surprising alternative to TikTok is RedNote (Xiaohongshu), a Chinese-made platform that has quickly surged to the top of the Apple App Store’s social networking charts in both the U.S. and Australia. This rapid rise can be attributed to users, many self-proclaimed “TikTok refugees”, seeking a new platform amid the uncertainty surrounding TikTok’s future. Additionally, some individuals are protesting the U.S. government’s decision to ban TikTok by supporting RedNote, an explicitly Chinese-owned platform.

However, RedNote’s popularity may not be sustained in the long term due to its Chinese ownership, raising similar concerns to TikTok over data privacy and national security. Given the potential for similar regulatory scrutiny, RedNote could also face a future ban. It will be important to closely monitor how RedNote evolves to decide whether it should be integrated into your social media strategy.

By KDPR Consultant, Stella Coppard

This Christmas I decided to ditch the heat, and head to Europe for a white Christmas. But with this came the dreaded long-haul flights and the staple in-flight safety video.

As we settled in for a gruelling 24+ hours of travel, the Emirates safety video opens with a flight attendant saying, “This is your no-nonsense safety video. We do not have dancers breaking into song, characters from movies, or celebrities trying to be funny, I’m afraid”.

I couldn’t help but immediately think of Qantas’ recent flashy safety video with no actual shots on an aircraft.

Turns out I wasn’t the only one with this thought. After some online research I discovered that this line had ignited a fierce and long-standing debate in the aviation industry – which is more effective, a video that is clear, easy to understand and prioritises safety, or one that prioritises retaining passengers’ attention.

Now Qantas is by no means the only airline to divert from the traditional format, but they’re certainly the airline to receive the most criticism for doing so.

Early last year, Qantas released a new, almost 10-minute-long safety video showcasing a variety of domestic and international destinations.

However, there was one glaring issue.

Flight Attendants Association of Australia’s (FAAA) national secretary, Teri O’Toole summed it up when she said, “There are no cabin crew in uniform and there are no shots of an interior of an aircraft, which are all important factors for non-English speaking passengers and those that need to know who is in charge”.

Qantas defended the criticism with Chief Customer Officer, Catriona Larritt saying, “…we try to make it as engaging as possible, in particular for regular flyers who might otherwise tune out.”

FAAA’s O’Toole had nothing but praise for Emirates ‘no-nonsense’ safety video, saying “The Emirates video points out the errors made by other airlines using these videos as travel blogs”.

But not everyone is a fan of Emirates ‘no nonsense’ approach. December 2024 saw Qatar Airlines releasing a new safety video starring Hollywood actor Kevin Hart.

Qatar wastes no time taking a jab at its competitor with Hart saying within the first minute, “no nonsense, how about we just call it what it is, unimaginative, uninventive, and flat-out boring”.

But in January 2024 the importance of in-flight safety videos became all too clear.

When a Japan Airlines plane collided with a coast guard aircraft, the plane was quickly engulfed in flames. While 5 passengers aboard the coast guard aircraft died, all 379 passengers on board the Japan Airlines plane survived.

The in-flight safety video was hailed as a key player in the survival of the passengers, with its clear and direct safety messages, particularly the importance of following cabin crew’s orders and leaving belongings behind in an evacuation. 

The Takeaway

Don’t lose sight of your message.

As the in-flight safety video is a staple across every airline, many work hard to stand out from the crowd.

However, some become too caught up in trying to be the most different and the most impressive.

If airlines decide to go down the more playful route, a careful balance needs to be achieved. Remember sometimes it’s best to keep important messages simple.

Another key takeaway – consider your audience.

Airlines have the unique challenge of communicating life-saving information to a broad audience who speak numerous languages and have varying levels of flying experience.

In a situation where visual communication is relied on heavily, it’s probably best to keep it clear.

A note from our Director, Kristin Devitt

January often gets a bad rap, making a return to work and end to lovely, long, languorous days on leave. 

I like to treat these opening weeks of a new year as the perfect time to create a momentum on achieving your agenda for the year ahead.

If you are wanting to make significant headway on an advocacy campaign, media training and public speaking skills, media profile or refreshed branding, book a call with us now. I’m looking forward to working with you in 2025.

Advocacy

 Do you need to influence opinion and encourage support for your project or cause?

We are your expert advocates.

Many comms strategies focus on establishing a reputation, but advocacy takes it a step further, advancing a message to convince key decision makers to support a cause or make a change.

With extensive experience in the not-for-profit and corporate sectors, we offer strategic, specialist advice that produces results.

Profile Raising

There are stories to tell your target markets and there are stories to create with your stakeholders and community. 

Big brands and small, we’ve worked with the best.

We are well-versed in curating stories and identifying angles to cut through the noise, land valuable media coverage, and open new doors for individuals and organisations.

Share your story with us to discover how we can facilitate valuable connections and achieve your business vision.

Branding

For most industries the market is flooded.

Lift your profile and stand out with experienced and strategic branding advice.

We work as an extension to your team, bringing specialist skills, and fresh eyes. We are experts at appealing to your stakeholders with a refreshed brand to match your organisation.

New year, new brand. Speak with us to reinvigorate your brand in 2025.

Media & Presentation Training

Are you ready to step up your public speaking and media interviewing skills?

Whether it’s an annual team session or a quick one-on-one  session ahead of a media opportunity, networking event, conference or presentation, KDPR prepares you to deliver your story with confidence and to own the room.

We work with key executives, emerging leaders and professionals across all sectors.

Make 2025 the year you thrive in the spotlight.

The now infamous 4 corners interview with Woolworths CEO Brad Banducci earlier this week, serves as a reminder to all senior executives across industry, institutions and the professions, that being properly prepared for media interviews is critical.

An interview with 4 Corners was never going to be an easy going, friendly chat, so Banducci should have fully expected penetrating questions and a full interrogation. In fact, I advise execs to prepare for tough questions even if the interview is positioned as a friendly feature.

If you say yes to an interview, put the time n to prepare. Not only to get your facts ready, but to get your mindset right. At KDPR we  put clients through a rigorous interview session ahead of key interview opportunities such as this. Prep them for a worst-case scenario. That way, my clients are ready for anything, and know how to manage the situation in lieu of walking out, which of course then becomes the headline. It pays to have a formal journalist as your media trainer, to properly put you through your paces.

Explore media training at KDPR here.

Genuine content

People are seeking authentic, genuine content and a more ‘behind-the-scenes’ look at businesses. Consumers look to support local and small businesses that provide an authentic view into how they operate, who they are, and their values.

Social media has become the easiest and most personal way to connect with audiences. When lockdown restrictions halted trade, closed stores, and shut down events, genuine, behind-the-scenes content helped brands become more than a provider of goods and services and establish meaningful relationships with their customers.

Communications success in 2021 for larger companies means sharing truth, facts, and education. The industry has already shifted towards championing these communications strategies, and prioritising campaigns around authenticity and transparency. We will see this continue to grow with companies putting more resources into authentic communications strategies and fostering genuine connection with their audiences.

Creative and flexible strategies

2021 will provide the perfect springboard to find new ways of connecting with stakeholders and consumers. Even though parts of life here in Australia are starting to resemble the ‘Before COVID’ era, we now have the opportunity to rethink how to get materials to wider audience in any environment.

We have created platforms and technologies that will allow us to explore new opportunities and create experiences across a wide range of technology types. In-person events are still valuable, but it is necessary to deliver just as valuable of an experience virtually.

Having seen how quickly new policies and movement restrictions can come into play, a creative and flexible plan A will serve you better than having many alternative plan Bs. Communications professionals should consider all possibilities when developing that plan. Embrace technology, have options for all audiences, and set frameworks that allow you to adapt the strategy at a moments notice.

New ways to reach audiences

‘Thinking outside the box’ starts with the question: where is your audience? Media coverage is a core activity of PR but is not always the best way to reach and meaningfully engage audiences.

Beyond traditional publicity, platforms like podcasts, panel discussions, and webinars offer opportunities to expand your reach and enhance your credibility. Creative activations and guerrilla marketing can do wonders for brand voice and storytelling. Offering virtual and in-person opportunities to access any events or thought-leadership significantly expands your engagement.

Being able to understand the potential of your strategies and reach will see the communications industry to evolve – and allow your business to remain connected to your audience, no matter where they are.

The COVID-19 pandemic has been an unprecedented experiment for the modern workplace, with the we way both live and work drastically challenged by restrictions. Many employees have long called for more flexible work arrangements, whether to accommodate carer duties, working parents, or work-life balance. The post-pandemic world presents an opportunity to implement on a large scale what was once a radical, progressive approach to work routine – and is now a widely praised model of thriving workplace culture.

Today is Flexible Working Day, an international day to celebrate and showcase the benefits of flexible work for both people and organisations. KDPR has embraced the WFH lifestyle and is lucky to be in an industry that allowed us to easily adapt when the pandemic restrictions first instructed much of the workforce to stay at home. We have seen firsthand how flexible working systems have helped our team, our clients, and our community to increase their productivity and improve their work-life balance. The ability to work on projects from the comfort of home has proven to improve workforce mental health.

We recently wrote an article on authentic and transparent leadership, and how the pandemic provides the opportunity to reflect on management best practice – including a stronger focus on tangible outcomes and deliverables rather than just turning up. Management has evolved from a top-down hierarchy, with workplaces forced to adopt less of a micro-managerial model and more employee autonomy. The environment of online work has borne a leadership style that places more emphasis on employee satisfaction, autonomy, and growth.

We understand that for some, face-to-face engagement and team environments are necessary tools for effective collaboration. Meetings and strategising with colleagues and clients are still beneficial ways to align and inform, but the ability to choose is the most beneficial tool of all. There is no one way to work, but rather a multi-pronged approach that is rooted in flexibility, with the critical component of employee choice.

Today, on Flexible Working Day, we are showing our support for formalizing flexible work arrangements and are excited to see how the very fabric of our working society adapts to a post-COVID world.

Many businesses have been busy with the process of surviving through the pandemic, but some are starting to prepare for recovery post-coronavirus crisis. There is no way of knowing what the world will look like on the other side, but this time presents the perfect opportunity to strategise and work on a plan to best prepare for what is to come.

Some questions to consider:

What are you doing to be agile through this disruption?

How are you maintaining service, or are you offering new, innovative services?

There will be a lot of noise post-lockdown, so how will you achieve cut-through?

What are you putting in place now to ensure you are putting your best foot forward?

Right now, the number one priority is staying connected to your clients; your customers; your communities. It is so important to consistently communicate, not only to maintain engagement with your audience but also to broaden it.

Now is the perfect opportunity to refine and scale up your digital presence, because people are absorbing more news and social media content than ever before. Make significant efforts to put your messaging in front of your audience with relevant content, such as information, news they can use, infotainment, and positive reinforcements.

When looking to the future, it is wise to use this time to completely review your businesses communications position. Does your branding need a post virus fresh, clean and disinfected look? Brand refreshes can be simple, cosmetic changes or complete makeover projects, and should consider websites, digital platforms and all marketing materials.

Consider your business narrative, position and desired outcomes, conduct a communications audit and take this opportunity to completely refresh your communications strategy. There may be tactics or tools you never had the time to explore before – for instance, you may have always wanted to introduce video to your communications mix but never had the time to get around to it.

Your business agility is your unique story – people want to hear how individuals and organisations are responding, giving hope through these challenging times. Do you have a media story about how your business is responding in the COVID-19 crisis? Getting that story in front journalists can be a vital and the most relevant tool to broaden your reach through editorial and TV news, radio, newspapers, and digital publications.

If your business is experiencing downtime or is expecting to experience a significant business boom when health restrictions lift, you can use this lockdown period to dig deep and strategise for what is to come.

It may be unprecedented, but that doesn’t mean you have to be unprepared.

We are available for all communications projects, large or small, to assist you during this time of disruption and begin working with you on the best communications strategy for recovery post-coronavirus for whenever that time comes.

Let us help tell your story. Contact if you would like to get in touch.

Over the past month, the world has been on edge with the shocking outbreak of the Coronavirus, a highly contagious, incurable respiratory illness that was first identified in Wuhan, Hubei Province, China. So far, there has been 24,557 confirmed cases and 492 deaths, with many people taking drastic measures to avoid risk of contamination. As a result of the virus’ severity, the World Health Organisation has declared the Coronavirus outbreak as a Public Health Emergency of International Concern (PHEIC), making the virus a highly relevant global news topic. As PR professionals, our job is to make use of the current news cycle to help our clients reach their publics. So, what can coronavirus teach us about this?

Remember your Brand’s Values

Firstly, it’s important to remember your brand’s values and identity when responding to any crisis. Doing this can help your brand respond to the crisis in a way that prioritises the business, its stakeholders and publics. If addressing the crisis at hand is either not relevant or could potentially harm the reputation of your brand, it’s a good idea to refrain from taking any action and to instead wait and see if the situation gains any relevance to the brand. On the other hand, if the health crisis is impacting your business such as disrupting supply chain or affecting business partners, it is wise to remain transparent and realistic with your stakeholders.

Consider Tone of Voice

When it comes to PR, tone of voice is incredibly important in order to get across the right message, even when all of your information is correct. In the event of a crisis, brands should aim to have an empathetic, yet educational tone of voice that expresses the severity of the situation while refraining from scaring their publics. Using this neutral, yet slightly optimistic tone of voice avoids sensationalism and allows your publics to associate their feelings of safety with your brand’s response to the crisis.   

Corporate Social Responsibility

Regardless of whether there is a crisis, Corporate Social Responsibility (CSR) should be a consideration to show their commitment to improving social and environmental issues internally and externally. If your brand is yet to take on a CSR initiative, it may be suitable to use a timely event, such as Coronavirus to take advantage of the news cycle and cleverly place your brand in the spotlight. There are a number of brands who have committed to sharing funds to help China fight the virus and in turn, they have received some positive recognition. 

Check your Facts

While it may seem obvious, it’s always highly important to fact check any information you’re putting in a media release, blog or fact sheet to ensure you’re delivering the correct information to publics. Spreading false information could potentially lead to loss of trust, panic among publics and negative speculation. With so many articles circulating about a topic as notable as Coronavirus, it can be very easy to find false figures and facts that sensationalise the story. To avoid this happening, brands should only reference information sourced from Government or health organisations.  

At KDPR, we specialise in issues and crisis management, as well as general PR services. To learn more about how we can assist you or your brand, contact us on 3136 2555

Words by Alex Lucey

As we enter the new decade, the media industry will be greatly influenced by changes in technology, platforms and trends that are rapidly reshaping the media landscape. The industry is constantly in a period of accelerating change, but we have identified a few major trends that will greatly change the space that PR and media professionals operate in. These trends will provide new territories and opportunities for businesses to explore, and open new ways to communicate with audiences.

TECHNOLOGY

New technologies are continuously redefining the media landscape and the ways people communicate with brands, businesses, clients and the public. While augmented reality (AR) and artificial intelligence technologies have been emerging in the industry over the last decade, they will scale and influence consumers in new ways.  We will see more innovative, useful, and immersive experiences being built by businesses embracing AR, such as creating interactive maps and layers to the existing world. 

PLATFORMS

The rise of audio platforms will see more businesses publish audio content, integrate audio interactions to their owned platforms, and build an audio marketing presence. With the podcast industry increasingly gaining traction and smart speaker and smart home devices becoming more advanced, audio and voice-based digital interactions will become just as natural as tapping on a phone or streaming a video.

These advanced technologies are resulting in media platforms and communication channels becoming both more nuanced and more niche. The boundary between traditional and new media is blurring, with no longer a clear distinction between paid, owned, earned and shared media.

TRENDS

With visible like counts disappearing from popular social media platforms such as Facebook and Instagram, content creation will shift from trying to cultivate a mass following to creating ways to engage more meaningfully with audiences. This will see a rise in subscription-based content, interactive content and a more authentic profile.

The demand for authentic content is growing and the public is craving to see brands and businesses embrace transparency, social responsibility and authentic engagement.  

2020 and beyond is set to be an exciting time in the media industry as these technologies and trends continue to develop and shape our experiences. These trends will help guide the narratives, strategy and services KDPR provides for our clients and as ever, enable us to help you navigate the media landscape and leverage these trends for your business.

With the internet bringing all the information in the world to our fingertips, it’s never been easier to expand your business, reach new people and gain clients. Digital networking platforms such as LinkedIn make it simple to find specific, targeted connections, and building your business network can be done in a matter of minutes. Establishing connections online is second nature, but progressing the conversation further than the exchange of a few ‘likes’ is still as much of a challenge than ever. Conversation remains the most valuable tool in any businessperson’s arsenal, so make an effort to connect with people in real life, not just on socials.

Take the opportunity to network everywhere

Networking opportunities are everywhere, from your local coffee shop to awards ceremonies to large-scale conferences. You never know who you will meet in the most unlikely of places, so be prepared with business cards and your best handshake next time you go to your local.

However, you shouldn’t wait for such opportunities to come to you – be proactive at seeking out networking events. Industry networking events are the most beneficial and the most enjoyable because they bring the community together for a productive discussion about an industry relevant issue. This provides an excellent talking point for your networking conversations and offers a fantastic learning experience from your business peers and the wider community.

Don’t forget to talk about you

Networking mentality tends to focus on what other people and businesses have done, or what they can do for you. It’s more valuable to emphasise what you and your business can do for them. Networking can be more than just collecting a bunch of business cards to use later down the track. Let this be an opportunity to convey the excellent work your business has done and the innovative strides you have taken to make it happen.

Now do it!

Bring your team to the next relevant networking event and show off the great projects you and your company are responsible for, learn from the innovations of others, and watch your business network with other industry professionals grow.

Upcoming networking events:
The American Chamber of Commerce (AmCham) inaugural Corporate Social Responsibility Gala Dinner will be a great way to converse with other business leaders, while learning innovative ways to incorporate CSR into your own organisation and also celebrating the achievements of the AmCham business community at large.
When: Thursday 7 November, 2019
Time: 7pm – 11pm
Where: W Brisbane, 81 North Quay, Brisbane, QLD 4000
More information: https://www.amcham.com.au/Web/AmCham/Events/Event_Display.aspx?EventKey=040060