A recent post by John Dodd gives a good insight into how the art of persuasion works best in good PR.

"In the past, clients expected PR to give them coverage - that's no longer good enough. If you want to have a conversation with a commercial undercurrent, it would help if you think about the nature of conversations that you enjoy and try to replicate them.

The technology has changed but the issue remains the same. You're trying to gain interest rather than attention. Attention is dead - it's interruptive. Any unwanted interruption of my or your time is unwelcome.

The analogy for me is obvious. If you're in a bar chatting with a group of friends or colleagues, it is entirely possible for a complete stranger to interpose into that conversation and be welcomed. But if they wander over unannounced and say let me tell you about this thing that is wonderful regardless of what you're talking about, the reaction they get will be very different.

A remark from someone with whom you've developed a rapport and mutual respect over a period of time is part of a conversation."

Blogger and author, Tim Ferris, argues that life is too short to suffer difficult relationships (business or personal).

When meeting someone new 'explore the most controversial topics until you find something the two of you disagree on. Ask them to explain why people have the opposing viewpoint. (you're testing: how well they listen and both consider and summarize points-of-view or feelings opposite their own). Are they good at identifying common ground, picking their battles, and laughing off the unimportant? Or, do they lose control of their emotions and make hurtful personal attacks or generalisations?'

You'll then quickly find out whether you'll get along well or not. If not move on....

As a member of the DMA North council I spoke at a Compliance Awareness seminar in Nottingham this afternoon. The strengths of a trade association like the DMA is to go far beyond educating its members as to the minimum regulatory regime they need to comply with. By pro-actively promoting best practice through seminars like these, you are seen to be taking a lead in the industry. And that sends a clear message to the authorities that the industry can effectively regulate itself and does not need the heavy hand of the law coming down on it.

Carl Hopkins, who bought and sold JDA, spoke to the Marketeers Association recently about how after 16 years he bought the only place he had ever worked at. He then bought another agency 2 years later and sold the lot earlier this year.

He spoke frankly and openly about his dealings with the banks, VCs, his fellow shareholders to acquire JDA. Carl then bought Blueprint PR in 2005 and continued to add value to JDA doubling it in size to over £20 million billings before selling JDA to Martin Smith of The Direct Marketing Group.

With Facebook giving brands permission to build their own pages within this social networking platform this will open the way for advertisers to build a permission-based network of 'fans'. Customers will be able to write reviews, upload photos, write grafitti on their 'wall' and generally interact with consumers in a way they've never previously been able to do so. Already over 100,000 businesses have launched their own brand pages since Facebook made this possible last week. Brands will be able to place ads into their fans newsfeeds ensuring they are constantly front of mind. Explore this further by becoming a Yes Agency fan

Roisin Donnelly, head of marketing at Proctor & Gamble, has been speaking at the IAB Engage 2007 and arguing the case for taking more of an integrated approach to marketing. The challenge that big-brand advertisers, like P&G, - she argues - is to create integrated marketing campaigns capable of working seamlessly across a range of different media.

"‘We must avoid segmenting our companies, our people or our agencies into new and old media. Instead, we must adopt a consistent approach that focuses on the consumer." She went on to outline three ‘common sense' rules aimed at helping markers create successful digital campaigns. ‘Consumers are changing every day. It has never been more important to keep it simple, keep it relevant and keep it involving.' Brand Repulic

Education marketing is a unique challenge. However, by getting under the skin of disaffected young people, speaking to them in their language, using the channels that they are comfortable with, and appealing to their motivations, we can engage them in education. Young people are from a highly visual generation, they customise their environment and have limited patience for printed communications. At Yes Agency, we tailor our approach taking all of these factors into account and that's what generates results.

Marketing industry charity, NABS, held a fundraising auction last night at the palatial offices of the Manchester Evening News just off Deansgate.

There was a real eclectic mix of items auctioned off from spa days to premier matches through, rather bizarrely, to several items of clothing donated by Coronation Street stars.

Yesterday the DMA North hosted a debate in Manchester looking at which of door-to-door, online or inserts were the most responsive media to use.

There were some particularly lively and information presentations, particularly on door drops from Mark Davies of TNT Post and online marketing from Ian McCall of Direct Response (Carphone Warehouse).

The immediacy and flexibility of online marketing was eventually overshadowed in the debate by the reach and responsiveness of door drops. At the final vote door drops won by a clear majority.