Love or loathe it, that time of year is upon us again. Apple Weather increasingly threatens cloud with a scattering of frostbite towards the afternoon, and inboxes ping with the daily flux of year-end invitations, “Dear <<firstname>>”.  The rebels among us might already be quietly snaffling spiced mince pies.

Yesterday, retail giant John Lewis revealed yet another suitably visceral Christmas TVC. The reception at Rule 5 HQ was decidedly mixed — there were goosebumps sure, some coincidentally watering eyes and what one staffer is calling a penguin-induced nostalgia for all things merry and bright.

It’s widely accepted that the official festive season begins each year when John Lewis deems it so, such is our national affinity with the brand’s hallmark adverts. Some maintain this right belongs to Coca-Cola, the sugar king’s ‘Holidays are coming’ commercial topping Metro’s list of things that put us firmly in the Christmas spirit.

Whichever school of thought you subscribe to, it’s clear the keen effect brand messages have on us during these sentimental months. Would John Lewis’ winter wonderland be so beloved were the ad’s £7m price tag proudly attached? That’s a lot of turkey dinners for people in need.

As an agency, we are often charged with delivering a message that must compete for share of voice against a tide of seasonal news, views and other more abstract editorial interests. It is the remit of every PR to discover what is unique about a story, to express this in real terms and make it matter.

We’re entrusted with the heart and soul of each campaign we deliver, and as the silly season arrives ever-earlier, it reminds us that no year will be the same as the last, no message guaranteed to top the news agenda and no matter how heavy the campaign price tag, there is no ready formula for commercial success at Christmas.

Penguins, however, are eternal.

Since we set up the agency in November 2012 we have actively sought to use the best of the ever-increasing range of technologies. Applications that impact on every aspect of how PR agencies now work.  This week marks the start of a new regular blog feature where we share insight into the applications and latest tech innovations that the Rule 5 team is using.

These technologies have improved every aspect  of how we deliver a service: from the tools that we use to creat content, sharing amongst the team, uploading and issuing to the media, right through to how we evaluate and optimise our work. We will make the guides easy to digest, picking out our top five observations and recommendations based on our experiences. Over time we will build a contemporary guide to the vast range of technologies that help us to do everything better.

Why would we share this when it enables other agencies to gain insight?  There are several reasons:

1. We are happy for other agencies to learn and improve because we want to be part of a movement that elevates the practise and delivery of PR.

2. Technology is constantly evolving and we are confident that Rule 5 will remain an early adopter and innovator.

3. We want everyone including prospects and staff to understand more about how we work.

For our inaugural feature we focus on business blogging platform, Passle.

The agency’s managing partner is set to become CIPR president-elect 2015. Rob will take over as president in 2016, succeeding Sarah Pinch, who will take over from current president Stephen Waddington next year. The CIPR president acts as chairman of the institute and as a representative for the profession in the UK. Rob said “The practice of public relations is undergoing a significant upheaval.  It has become obvious in recent years that PR needs to change to remain relevant.  The CIPR has emerged as a trailblazer in modernising public relations practice in the UK and across the world and in raising standards of professionalism. I’m very honoured to have been given the opportunity to lead the Institute and continue that process.” In addition, 38 people have been nominated for 24 positions on the CIPR Council, the organisation’s governing body.