Entries by Max Tatton-Brown

#PRstack and PRgeeks.co give PRs the tools they need

Just recently, Danny Whatmough and I were discussing the future of PR tech on our semi-regular podcast “Digital Wake”. I’ve embedded it below (so now’s a good time to catch up…) Toward the end of our discussion, we agreed there’s a long sprawling tail of agency-shaped businesses that know they could be adapting and upgrading […]

Why Augur – 1 year on

Today, if you can imagine something, it’s easier than ever to create it. But in such a world, where anything is possible, intent has become crucial. Why must this particular thing exist? At the same time, it’s not rare to see competitors race ahead of worthier foes simply by virtue of communicating their take on […]

For the guardian

You may know we have more strings to our bow than just agency life here at Augur. We write — in this case for the Guardian, making the front page of the tech section. It’s our strong opinion that great material has value. But, from music to writing, somewhere along the chain this perception of value […]

So-ma, so good.

Perhaps more than most, the technology community believes in its ability to transform how things are done. But when you apply that to government, the chain breaks. Seemingly, we’re only just generating the connections that directly link our technically savvy with our politically powerful. Soma Salon is an effort founded by TechCrunch honcho M.Butcher and supported by a […]

The Media Relations Paradox

Imagine if the most valuable thing you could offer was close relationships with journalists. Not to say there isn’t power and potential in those — but imagine if that was what your whole proposition hinged upon in 2014. I can’t work out which way the chicken and egg of this value in the PR industry […]

Augur talks PR, stories and pitching

(For the record, if you want to understand why it’s so important to say as little as possible, this video is a pretty good demo in itself too. At such moments, I sympathise for every client that I’ve advised to control their passion for the subject in favour of clarity.)

Making Content Matter

I’ve written before about the difficulties of the word “content”. It’s too often bandied around in discussions that lose sight of its meaning to viewers versus its importance in their strategy. And that blindness is costly. But you quickly find yourself drawing on it because it’s the common reference. Much of the time, that will […]

Breaking the PR rules: 128 units

I was invited to a recent PRCA event, hosting 3x PR industry godfathers who founded and exited agencies. Like so much with running Augur, I found it had to be analysed at two levels simultaneously. On one hand, there’s nothing like real experience. It’s a hard-won asset that money can’t buy. But in dispensing the […]

Search, and the commercial clash of the information age

People are looking for things. You want them to find you. But not just when looking for you, of course, that’s a given. Really, you want them to find you when they are looking for other things. Or, best of all, when they’re looking to buy other things. And so the clash emerges. Because of how search works, if you […]