To prove that no one does luxury quite like Chanel, the French fashion powerhouse hosted an over-the-top weekend beginning January 20 at the Wynn Las Vegas for 200 celebrities, V.I.P. clients, and editors. Flown in from New York, Los Angeles, and San Francisco on private planes, the guests were invited to the casino capital for the launch of an eight-day installation, “Numéros Privés,” a multifaceted sensory experience in itself.

Every element of the event—which was two years in the making—was custom designed and built under the direction of Chanel and executed on site by production company Prodject. Construction took a week, and the result was an immersive environment filled with subtle and overt references to the luxury brand.

According to a company spokesperson, the invitation-only “Numéros Privés”—or, hidden numbers—was created to “surprise and delight both new and existing clients” and serve as a celebration of Chanel in Las Vegas. “Las Vegas is an extremely significant market for Chanel,” said the spokesperson. “The city is such an important entry point for first-time clients who experience their first Chanel moment here.” The fashion house operates three boutiques in the city, including one at the Bellagio that recently reopened after an eight-month renovation.

In Vegas, a location known for its high stakes, Chanel’s extravagant gamble served as a way for it to reinforce its ties with the community and its burgeoning Asian clientele. The event, timed to open during the Chinese New Year festivities, also emphasized the importance numbers have both in Chinese culture and the history of Chanel. Decorating an array of elements, from the invitation to the floors of the exhibition dinner, Coco Chanel’s lucky numbers—5, 2.55, and 31—were more than conspicuous and fitting, really, given the tie-in with Vegas culture.

“The importance of numbers made this a perfect connection between the two,” the spokesperson said.

Comprised of 10 rooms, the exhibition was an experiential tour through the classic house codes. For instance, one space was filled with Chanel Bearbrick dolls and matching wallpaper, while another displayed jewelry among sculpted topiaries. There was also a recreation of Coco Chanel’s apartment at 31 Rue Cambon, and a carnival room had claw machines, where more than one guests attempted to grab little Chanel gift bags using the mechanical arms.

“It’s like you’re walking into different vibes of Chanel in every room,” said Lily Collins as she toured the space alongside other celebrities like Jessica Alba, Rachel Zoe, Alexa Chung, and Anouck Lepère. “You truly feel like you get an essence of the entire collection, of the entire vibe of the company, and the culture and history of it.”

Other whimsical touches throughout the weekend included chauffeured Escalades branded with the double-C logo and black-and-white goodie bags containing vouchers for a complimentary manicure and pedicure at the hotel space. (The salon’s usual nail polishes were replaced with those by Chanel for the weekend.)

Friday night’s dinner, which followed the exhibit opening, was Asian centric and included an assortment of dim sum—dumplings, pork and shrimp shumai, and pork pot stickers with soy chili dipping sauce—braised sliced prime short rib in Szechuan peppercorn sauce with garlic spinach, and crispy sea bass with sizzling scallions, cilantro, and soy sauce. For dessert, a quartet of confections was served: passion fruit and lemongrass gelee with green apple and pandan mousse as well as three combinations of popsicles, including red bean and chocolate, green tea and white chocolate, and passion fruit and white chocolate.

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Public relations is just one of those things. 

It’s something that every company knows they should do, but only see two ways of making it happen — hire an expensive PR firm or cross their fingers and hope for the best. The latter is, well, not really much of a PR strategy. There is a third option, however.

Bootstrapping.

I’ve written in the past about how to bootstrap your PR efforts, but never really dug into the nitty gritty. It’s a time intensive process, but if you’re up for the challenge, getting coverage in some of the top outlets in the world is possible, and even likely. I’ve tried many methods, failed many times, and ultimately boiled it down to this process.

Here it is, Moz family.

Step 1 – The Mirror Check

The first step is what I like to call the mirror check, something that gets glossed over far too often. You need to put yourself in the mind of a writer. People don’t want to read shit stories, and writers don’t want to write them; it’s a simple relationship. Before you dig into the rest of the process, make sure you’ve got a story that you’d be interested in reading. Honestly. If you can’t look yourself in the mirror and say that you would love to read what you’re pitching, hold off.

Save your time, and more importantly, everyone else’s.

Step 2 – Building Your Publication List

Once you’ve got a solid story, it’s time to start building your list of publications. I’ve found it helpful to break it into larger categories, such as tech blogs, mainstream media, local press, niché publications and so on. That’ll give you a good outline to begin digging into the specific publications you’re looking to reach out to.

It’s important to note that PR isn’t a numbers game, as many think. It’s a quality and relevance game, not a shotgun spray. To determine relevance, you really need to engulf yourself in the content of the publication — read at least 5 articles. Without reading the content, you aren’t able to truly understand the writing style and typical news they cover. Once you’ve done this, add only the publications that would be interested in your story, and omit those that wouldn’t. It’ll save you time when we get to the next step.

Step 3 – Finding the Right Contact

This is so important that it deserves its own step. Again, it’s all about relevance, even more so when you’re looking for the right person to pitch your story to. What’s the sweet spot for one writer, may be completely irrelevant to another. If you pitch the wrong one, well, you blew your shot. You’ve got to dig deep on this step. Here’s the info that my list usually contains:

The first three fields are fairly self explanatory, then we get into the meat of it. The “relevance point” refers to the overlap with the writer’s past work. A good way of finding the right person to pitch your story to, is to go to the publication and search for relevant content.

For example, if I’m looking pitch an article on company culture, the best way to find the right person is to search the publication for the term “Company Culture”. Crazy, I know. This will bring up a great list of past content that you can dig through to find the writer that normally covers the type of story you’re pitching.

Once you’ve got the right person, the real investigative work starts happening. Depending on the publication, when you click the author’s name, you’re usually taken to a page with their contact info, bio, social profiles and the like. If you’re not as lucky, you’ll have to resort to a good ol’ Google search (or Bing search to find what you’re looking for.

For each author, I like to make sure I’ve got at least their Twitter handle, Linkedin profile, Facebook profile and personal site (if they have one). What this allows you to do, is not only track down an email address in most cases, but it also allows you to gain a good understanding of their personality. Make note of things they like, what they’ve done recently, where they’re located — it’s all publicly available, and goes a long way in making you stand out. Like anyone else, writers appreciate when you take the time to do it right. Drop these hints of deep research in your pitch.

Finally, if you aren’t able to track down their email address, use tools like Rapportive to help in guessing the right contact address. If it clicks and data appears, you’ve got the right email address.

Step 4 – Crafting Your Pitch and Subject Line

A lot of people mess up on the pitch, the eventual email that gets sent off. They get wordy, dance around the purpose of the email, attach a press release and ultimately fail miserably. Like this kid. The pitch needs to show relevance, be compelling and maintain brevity.

To provide an example, here’s a pitch that I’ve used in the past:

Subject: Introducing Leatherbound, An eBook Search Engine Built in 48-Hours

Hope you’re well, *editor name.*

Wanted to pass this along for a potential post on *publication name,* as I thought it was a good fit after your post on climbing eBook sales.

The Pitch - We’ve been knee-deep in code for the past 48 hours during Rails Rumble, a worldwide developer competition. The result, a beautiful web app called Leatherbound that makes the search for eBooks simple, powerful, and efficient.

The Problem - The reading experience on Kindle, iBook and Nook apps are nearly identical, yet it’s extremely tedious to find the book you’re looking for, at the price you want for each platform. Sometimes the book is cheaper on Kindle, other times iBookstore doesn’t have what you’re looking for, but Nook does. That’s where Leatherbound comes into play.

The site is dead simple, as it should be. Enter any book title or author and Leatherbound pulls book results on the iBookstore, Kindle and Nook in a single click, along with price, availability, description, etc.

Here’s a good example of the site at work – not bad for 48 hours of work, if I do say so myself. ; ) 

Feel free to reach out if you need more info or want to chat, thought it’d be an awesome post for you guys.

Cheers,

There’s a few subtleties to highlight here. First, you’ve really got to take advantage of the subject line, craft it as if you were writing the article yourself — turn the mirror your way. Pull the core “hooks” from your pitch and blend them together for your subject. Make it count, it’s a make or break piece.

Next, you’ve got to keep it brief and call out the important parts. I usually like to clearly call out (in bold) the problem that the product is solving, the pitch, and aquick way to see what you’re pitching in action. With the number of emails that a writer gets each day, you’ve got a second or two to grab their attention, this tells them exactly where to look for the info they need.

Finally, I try and add a little personality to it that matches up well with the personality of the writer (as I learn from their social profiles) — no one wants to cover dull. Have fun with it, and allow them to find more info on you with your signature.

Step 5 – Let it Rip

Or, you could make it rain. Whichever you prefer.

This is the culmination of all the work you’ve put in. Obviously, you can’t always time your news in the case of product launches and breaking news, but I’ve found that Sunday evening is a great time to put it out there. Most folks are lazy, and they aren’t willing to put in the time on a Sunday, this leaves a nice window for your pitch and a Monday release date in most cases. It’s not a necessity, but it may give you the best odds.

Also, this sounds obvious, but make sure you’re ready for responses to your pitch. If the writer is interested, you’ll hear back and they’ll want more info. Respect their time and get back to them as soon as you can.

The rest is out of your hands.

Some General Don’ts

Before we wrap this up, I want to go over some general don’ts with PR. By no means is this list comprehensive, but it’ll steer you away from the big screw-ups.

• Avoid the Embargo - Generally speaking, writers don’t like embargoes. It’s a liability and a pain in the ass that many would like to avoid. Send your news out when it’s ready and available for consumption.
• Lose the Press Release  - In my mind, the press release is dead. They’re bloated, impersonal and a thing of the past. If you just want links on Yahoo! news, sure, go for it. It’s not going to give you the coverage that’s really valuable, though. At the very least, make sure not to attach a press release to your pitch. Do it for me, please.
• Don’t Double Pitch - Don’t send the same pitch to multiple people at the same publication. It shows that you’re just firing off as many emails as you can, and it’s a sure way to get you ignored.
• Skip the General Address - Most publications recommend that you send to a generic email address like news@publication.com, it’s the catch-all for poor pitches. People that don’t want to see success usually go this route, it’s the easy way to spray the shotgun, but it rarely yields results. Use it as your last option, but not the default.
• Put Down the Phone - This may be unconventional for most folks that do PR, but I believe that we live in a digital age, where phones are a secondary thing. Sure, if there’s interest, hop on a call by all means. But don’t do your pitching via a phone call. It catches folks off guard, and makes the encounter confrontational, with only a few seconds to tell them what they want to hear.
• Don’t Suck - Most importantly, don’t suck. Be a good person, not someone that’s just on the hunt for links. Provide the writer with value, help them do their job and be awesome. It’s amazing what good intent can do.

Conclusion

Executing on a PR push is time intensive, and demanding of finesse. It’s why PR firms demand upwards of $15,000/month, with no guarantee on output. I’m not a public relations pro. By no means is this the end all be all of PR processes, but it’s what I’ve found to be successful in landing press — earning coverage in Wired, The Wall Street Journal, TechCrunch, Fast Company, Mashable and many more.  That said, what worked for me, may not work for all.

As with everything in tech, iterate, iterate, iterate.

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Junior .Net Developer – Melbourne
Award winning industry leader
Variety of challenging projects
Inner bayside suburbs
Due to recent ongoing success and growth, a number of opportunities have arisen for junior to mid level .Net Developers to join this Melbourne based consultancy.

Working with the development team, this role will be responsible for the design and development of complex applications.

Skills and experience:
ASP.Net, JavaScript, C#
Experience designing and developing websites and applications
Experience producing data driven websites
Experience being an active team member, and providing innovative solutions
Strong communication skills with the ability to pitch ideas for web/ application designs & layouts
Understanding of what makes a good design and UI experience
Ability to analyse and solve development issues

This is a fantastic opportunity to join an organisation that promotes a friendly and supportive team environment.

For more information on this role, please click the APPLY button below. Alternatively, you can email your application to Tarryn McDonald at Cubic Resources quoting reference number TM2822 at tmcdonald@cubicresources.com.au

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Web Developer
ciloyalty is a global offering, specialising in the design, implementation and delivery of incentive and loyalty marketing programs for some of the world’s best known brands both domestically and internationally. ciloyalty specialise in B2B channel and distributor programmes with a varied client base including retail, pharmaceutical, travel and automotive brands.

Recognised with multiple SITE crystal awards for global loyalty programmes , and most recently an AMI and Promo award, ciloyalty is a division of cievents, the wholly owned event management company within Flight Centre Limited.

We have an exciting opportunity for an experienced Web Developer within this award winning team. As Web Developer, the successful applicant will have the following skills and experience:

Ability to maintain and develop websites & applications using:
Coldfusion 8.0/9.0
HTML / HTML5 /CSS
Javascript / JQuery
XML/XSLT
Basic SQL
Knowledge of additional languages such as ASP.net, JAVA is a plus
Subversion knowledge and experience is a plus

Comfortable doing both front end and back end development.
Good knowledge of industry best practices in both web development and web security.
Ability to prepare email communications for our clients in HTML/CSS
Good understanding differences in HTML between various mail clients such as Lotus Notes, Outlook, Gmail etc.
Ability to create clean HTML/CSS email templates that render correctly in different browsers/clients

The ability to work closely with a database administrator for back-end development, implementation of stored procedures and reporting.
Experience in Mobile Web development is a definite plus

The successful applicant will be offered an attractive salary package, also with opportunities for travel and career growth.

Applications should be emailed to Sandy Botterill, Head of Loyalty at ciloyalty no later than Monday 13th February 2012 at sandy.botterill@ciloyalty.com
If you would like to work in a highly motivated team that really believes in working hard, but still having a lot of fun, please email your resume to Sandy Botterill, Head of Loyalty no later than Monday 13th February 2012 at sandy.botterill@ciloyalty.com

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Sales & Marketing Coordinator
We are seeking an enthusiastic Sales & Marketing Coordinator to join our busy and dynamic team.

Your key responsibilities will include:
- Assisting the Marketing Director in coordinating various integrated communication, sales and marketing activities including; direct mail, email broadcast campaigns, outbound calls, marketing trade shows and events, public relations, customer communications, media advertisements, promotions, and other marketing plans.
- Coordinating and supervising production of material.
- Tracking campaigns, preparing performance analysis reports of post campaign
- Developing standardize presentations, sales scripts, proposals.
- Writing and maintaining content and providing monthly updates to company website.
- Producing quarterly newsletter and distributing it to email marketing list of company.
- Assisting in writing, tracking and delivery of press releases.
- Supporting channel collaborates with collateral, sales training and best practices.
- Developing lead generation plans with targets, measures, and objectives.
- Working with customers in developing case studies, references, and testimonials.
- Executing and analyzing results of advertisement and marketing campaigns.

If you are proactive, highly organized and love a challenge, we would love to hear from you!
Apply online now!

Grant Davidson
Managing Director

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PR Account Manager
Boutique property and lifestyle PR agency on the look out for a dedicated, hard-working and honest individual who is seeking to progress their career in the public relations field.

The account manager will report directly to the company director.

Own car essential.

At least one year’s experience as an account manager is vital, and experience in a similar industry would be preferred.

Clear communications skills, extensive media relations and client relations skills, event management experience all a must.

Huge potential for career growth is available for the right candidate.

Salary will be dependent on experience.

Full time or 4 days per week pro rata depending on preference.

Please send a cover letter, resume and examples of past written work to ashleigh@papermillmedia.com.au

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EVENT COORDINATOR
The Willows is an impressive venue with 40 years dining experience and a reputation for creating memorable & timeless events.

Due to the ongoing success & growth of the wedding market, a first-class opportunity exists for an accomplished hospitality professional who is passionate about wedding event sales, planning and execution.

Reporting to the Sales & Events Manager, your duties will include (but are not limited to):
Conducting viewings & sales appointments;
The achievement of sales budgets & targets;
Booking & conducting planning appointments;
Collating & mailing out event sales material;
Supervision of event set-up;
Oversee smooth running of wedding events;
Pre & post event administration &
Ad hoc duties as required

This is a varied role that will suit individuals who enjoy a fast paced environment where brilliant service & customer satisfaction is paramount. Applicants must have:
Previous experience in a similar role;
A solid track record in sales;
A passion for bringing together events;
Outstanding customer service skills;
Be prepared to work flexible hours.

Excellent career opportunities, a terrific team environment and great working conditions await the right candidate.

To apply in confidence please forward your resume to estelle@thewillows.com.au

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Conference & Events Coordinator
I will make your event unforgettable.
I will grow my career.
I will apply today.

If providing outstanding service is your mantra, this could be the new challenge you’re looking for. Become one of our 3,300 Team Members and you’ll help to create unforgettable, personalised stays for our guests, in some of the best locations across Australia and New Zealand

MANTRA ERSKINE BEACH RESORT, LORNE

Mantra Erskine Beach Resort is set on 12 acres of landscaped grounds and boasts 277 accommodation rooms, of which some are heritage listed. Facilities include lawn and synthetic tennis courts, croquet court, golf putting greens, indoor pool/spa and steam rooms. Restaurant, lounge bar and conference facilities are also onsite.

CONFERENCE & EVENTS COORDINATOR

The Mantra Erskine Beach Resort in Lorne is currently seeking an enthusiastic individual to join their vibrant team as the Conference & Events Coordinator.

This fast paced role includes:

Efficient handling of all sales enquiries into the department and prompt issuing of conference proposals and contracts.
Liaising with clients in the lead up to, during and following their events.
Preparation and distribute event orders to the various hotel departments in a timely and accurate manner.
Processing conference charges and implementing payment terms per company policies.
Working with the Food & Beverage Team, ensure the smooth operation of conferences and events at the hotel.

In this role, you will have:

Excellent interpersonal, communication and time management skills.
Immaculate grooming and presentation.
The initiative and willingness to learn.
A friendly and outgoing personality.
Strong focus on team work.
Previous experience in an extensive conference operation.
Display a “hands on” can do attitude and leads by example.

In return for your energy, hard work and sense of fun, we offer you discounted rates at our hotels, resorts and apartments in Australia and New Zealand. With more than 140 properties in our group, the opportunities for career progression are excellent.
Plus we’re the largest accommodation provider in Australia and we’re still growing!

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Function & Events Coordinator
Cranbourne Golf Club, situated 35 minutes from the CBD, seeks the services of an experienced Function & Events Coordinator.

This Private Golf Club, boasts a highly regarded Championship Golf Course, with modern Member and Function facilities. An ideal venue for Weddings, the Club has been a regular finalist in the Australian Bridal Industry Academy Awards.

The role will involve the coordination of services for all Corporate Golf, Weddings, Member and Social Functions.

Applicants for this position must possess a friendly and welcoming personality, excellent grooming and attention to detail, and the ability to develop a rapport with clients and Members. Applicants must also be available to work nights and weekends.

The successful applicant will be experienced in a service focused function environment, possess strong administrative and communication skills, with a hands on approach to leadership.

This is a perfect opportunity for a motivated person to join a team environment and take on a position at a Club that is committed to the education and development of its employees.

Applicants should provide a cover letter and resume marked to the attention of the General Manager.

Due to the anticipated large number of applicants, only successful applicants will be contacted

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As the project environment grows in complexity, project management will require team, stakeholder and executive collaboration in 2012 like never before. On-the-job application of training, custom-made project approaches, innovative project tools and smarter resource management will be essential for driving the greatest business impact.

Not only project management, but also the definition of “project success” has changed to encompass more than the triple constraint of time, cost and scope. Collaboration is a common theme throughout many of the 2012 top 10 trends for project management, which were determined by a global panel of ESI International senior executives and subject matter experts.

1. Programme management will gain momentum, but resources remain in short supply

Increasingly, large initiatives undertaken by corporations and government agencies are being recognised for what they are and aren’t – namely programmes, not projects, which require a highly advanced set of skills supported by appropriate tools and methods to successfully execute. Yet many organisations struggle to find the right people and lack the management practices necessary to ensure success. In 2012 we will see more investments made in competency models, training, methodology development, tool use, and career paths to ensure that professionals who carry the title “programme manager” are fit for the role.

2. Collaboration software solutions will become  an essential business tool for project teams

The proliferation of collaborative software, such as SharePoint, in the project environment is going to intensify in 2012. Fueled by increasingly complex and virtual projects as well as tightened budgets, today’s environment demands a more efficient way to manage communication and workflow.

Collaboration is central to project management and having a site which allows project artifacts to be created, shared, and distributed within a repository that provides web-based access and critical functions such as automatic distribution and notification, version control, and user authentication, greatly enhances productivity.

3. Learning transfer will become the new mantra, but with little structured application

Learning transfer – the ability to apply training back on the job – will continue to be on the minds of project management office (PMO) chiefs and learning and development (L&D) professionals who want their project managers to return from training ready to apply what they learned immediately and accurately to their projects. While L&D and business heads agree that sustained learning is a sound idea, very few organisations will invest in a formal process to make it happen. In 2012 we will see many organisations discussing the importance of learning transfer without really putting in place a structured approach to ensure it happens.

4. Agile blends with waterfall for a new “hybrid” approach

Having moved from “manifesto to mainstream,” agile development has confronted project teams with the difficulty of implementing the experimental and hyper-collaborative approach. To transition an organisation into fully adopting certain aspects of agile, project teams are combining traditional and agile elements to create their own hybrid approach. In areas such as planning, requirements, and team communication, organisations are designing custom-made methodologies to do what works for them.

5. Smarter project investments will require a stronger marriage between project management and business process management (BPM)

In the financial services industry, and specifically in the insurance sector, there will be a continued laser-like focus on performing business processes as efficiently as possible to drive down operating costs. The philosophy of BPM is fast becoming a key factor in project selection. When new projects are proposed, their value will be judged to a large extent on the impact they will have on the organisation’s business processes. The more impact the project has on reducing internal costs, the higher it will be ranked. The “smart” money will be spent on driving costs out of the business. Given the high premium being placed on efficient processes delivered through projects, BPM is a key concept with which project managers will need to be intimately familiar.

6. Internal certifications in corporations and public sector will eclipse the PMP

With roughly 470,000 Project Management Professional (PMP) credentials having  been awarded worldwide thus far, the PMP remains the most popular and ubiquitous credential on the planet. However, it is not the prominent credential everywhere. In the US government as well as Fortune 500 corporations, a hierarchy of “internal” credentials has overshadowed the PMP in terms of prominence. To be sure, the PMP remains important, but it is now just one rung on the career ladder to get to the top.

7.  More PMO heads will measure effectiveness on business results

While introducing tools, using methodologies, mapping project management practices, sending project managers to training, and increasing the number of PMPs in the organisation are important metrics for a PMO head to collect and report on, they do not speak to the effectiveness of the PMO from a business perspective. To judge business effectiveness, PMO heads need to determine if their work has had a positive, quantifiable effect on the business in terms of troubled project reduction, lower project manager attrition, and faster time to market. In 2012 the practice of measuring the outputs, not the inputs, of project management will gain traction.

8. Good project managers will buck unemployment trends

Even though unemployment is at record levels in many countries, good project managers are hard to find. Recruiting continues even in tough economies and organisations need individuals who can perform the basics flawlessly. The hunger for project management basics, in particular risk management, will continue to surge in 2012, especially in such countries as India and China where project manager attrition rates are disturbingly high and continuous training of new staff is critical.

9. Client-centric project management will outpace the “triple constraint”

For years, time, cost and scope were the metrics upon which the success of all projects and their managers were judged. While the triple constraints remain important, they are no longer the be-all-and-end-all for project success. While risk and quality have also been cited as additional “constraints,” the clear trend in 2012 is the value the project delivers to the organisation. The new definition of project success is that a project can exceed its time and cost estimates so long as the client determines that it is successful by whatever criteria they use. In today’s environment, project value is determined by the “recipient” – or client – not the “provider.”

10. HR professionals will seek assessments to identify high-potential project managers

Because project management is such an important function, human resources (HR) professionals will be tasked more intensely with identifying high-potential project managers in 2012. The challenge HR professionals will face is that there is no silver bullet assessment for identifying great project managers. Existing knowledge and skills assessments are of little use since they are not designed for entry-level project manager positions. Nonetheless, candidates must be measured not only on their technical abilities, but also on the all-important business and interpersonal skills. To the best of our knowledge, no one has yet developed such an assessment, but HR professionals will continue, and intensify, their assessment search this year.

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