Chris earned his nick name ‘Green man in space’ after he tweeted “Tá Éire fíorálainn! Land of green hills and dark beer. With capital Dublin glowing in the Irish night”, becoming the first tweet sent as Gaeilge from space. Hadfield has built up almost one million followers on Twitter during his time on the ISS. His postings of various pictures of Earth have gained him huge attention. The power of social media has never been so prevalent.

To mark his final descend to planet Earth, Hadfield recorded his own version of David Bowie’s ‘Space Oddity’. Published just four days ago the YouTube video has been viewed over twelve million times! Hadfield is filmed roaming about the space station synchronising with the lyrics. David Bowie himself acknowledged the unique version with a tweet saying “Hello Spaceboy”.

Thanks to Hadfield and his crew of earthlings enabling his space social media en devours, we have never felt so close to space.  Before now many had very little care or knowledge of how to wash your hands in space or how an astronaut sleeps in space. Hadfield and Twitter have enabled a learning curve for so many people.

During their last few days in space, Hadfield was able to inform us via Twitter, that a leak on board the ISS would need to be fixed involving a space walk before NASA could comment. His tweets were instant and frequent, you almost felt like you were in space with Hadfield and his team.

The commander and his team safely landed in Kazakhstan on Tuesday 14th of May ending their five and a half months adventure in space. Hadfield tweeted:  “Safely home – back on Earth, happily readapting to the heavy pull of gravity. Wonderful to smell and feel Spring.” I know I will miss Hadfield’s out of this world tweets, pictures and videos. Lets hope his social media legacy doesn’t end now.

Sometimes we have moments of inspiration, other times we have hours and hours of simple hard work.  And throughout it all we know that the pursuit of excellence – and rewards that come with it – requires focused, uninterrupted time.  With time we can achieve the most amazing things.

Great leaps forward in technology, medicine, engineering, retailing and thinking, rely on that vital ingredient – time.  Malcolm Gladwell estimated that it takes about 10,000 hours of practice from an early age to become a master of any given area.  Yet time remains in strictly limited supply – 60 seconds, 60 minutes, 24 hours and so on.

So with the priceless value of time and excellence, isn’t it time we all started to spend time wisely?  Check out this great article in Wednesday’s Irish Times.

Manchester United will play their last game under the tutelage of Sir Alex Ferguson on 19^th May when they take on West Bromwich Albion at the Hawthorns and it would seem that Irish Manchester United fans will be out in full force to witness the famous manager’s last game.

According to figures* by travel experts Hotels.com**, searches for West Bromwich have increased 100% in the past two days since Sir Alex announced his retirement compared to the same period last year.

Kate Hopcraft of Hotels.com said “There has always been massive support for Premier League Clubs in Ireland and in particular for Manchester United which has seen some of Ireland’s best known footballers play for the club over the years.”

“In fact, figures released by Visit Britain last year revealed that some 174,000 Irish football fans travelled to matches in 2011 with Old Trafford being top of the list, so it’s no surprise that Irish fans will be showing their support at what is set to be a historic game for the club.”

* Searches between 8^th- 10^th May 2012 vs. 7^th – 9^th May 2013

** Hotels.com are a client of Pembroke Communications

After much speculation, the popular sports show ‘Off the Ball’ will soon be returning to the airwaves. However, the famous five will make their return in a somewhat different broadcasting format than expected; they will form a partnership with The Irish Times.

The partnership highlights the fact that newspapers are no longer as we know them. Although many reports predict the demise of newspapers, this is not the case. Newspapers are simply changing from the former print version into various different formats and offering consumers valuable content in new innovative ways. This was touched on in our 2013 outlook document, where we refer to newspapers as news media, recognising the ever changing face of the paper. But what does this mean?

Newspapers are increasingly under pressure from their two revenue streams as circulation continues to fall, and so does advertising. The changing nature of newspapers as they adapt to the digital environment means they are constantly trying to diversify their online offering. The Irish Times new partnership is the perfect example of how a news media organisation can boost its online engagement and ultimately create valuable content.

The Irish Independent has already signed a partnership, where they broadcast footage from RTE. As technology improves, this broadcasting will become more common. Fionann Sheehan said recently in a talk that he ultimately wants to be able to film and edit coverage as it happens. This isn’t journalism and newspapers as we know it.

All this brings us back to what news media must do. They must create content worth paying for, beyond their current offering. We can already see popular news titles, such as The New York Times, in other countries having success through online pay structures, essentially valuing their own content. Ireland will soon be following in their footsteps. Creating these new and innovative online offerings gives scope for the introduction of future paywall structures.

Looking at The Irish Times partnership with Off the Ball team, we can see just how much this could potentially benefit the title. Off The Ball brought an average of 43,000 listeners per show, with 11,000 of these being in the 15-34 year old age demographic- an audience The Irish Times and most newspapers struggle to capture. The partnership also gains the title extended reach outside of the Dublin area, where over half of their readers are based. 11,000 Off The Ball listeners come from rural areas and 14,000 come from outside of Leinster.

The audience profile of The IrishTimes.com is somewhat different than the audience profile of the printed version with 46% of users falling into the 15-34 age bracket, compared to 24% of the printed versions readers. Could this mean that these younger audiences may start to read the printed version as well? Could the online readers be converted to print readers? We don’t know yet, but it is something we have seen before – The New York Times increased readership of their print version after the introduction of their paywall on their online site. Only time will tell what the partnership will bring for the Irish Times but we believe the key to news media is exactly this creating unique and engaging content to bring new audiences and extend their reach. Ultimately though they need to attribute a value to their platforms… good news doesn’t come for free.

Follow @michellecmolloy

DO’S

Planning your training in advance is a MUST!

“Slowly but surely” is how all successful runners began their running journey and it is best to walk before you run. Initially begin with incorporating walking into your daily routine especially if you’re a complete beginner. Start with as little as 10 – 15 minutes daily and gradually build up over a few weeks. Once you are comfortable walking 20-30 minutes you can start to include some walk/run practice.  In doing so, you’ll reap all the healthy rewards of walking while slowly and steadily building up your pace and, in the meantime, reducing the risk of injuries.

Graduated training

Once you get started, it is important to stick to the planned training schedules, avoid all the 2’s – too much, too fast, too soon.   Do minimal training for optimal results. Be consistent and balance hard efforts with rest. Rest days are essential to allow your body to recover and keeping a daily training log is useful to monitor progress and check you are keeping to the training plan.

Include strengthening exercises in programme “don’t forget your core”

A good strength training programme should specifically target the glutei (buttock), back, hamstrings, calves and quadriceps and core muscles .including specific exercises for training these muscles will help improve posture, performance and resistance to injury.

Ensure adequate warm- up and cool-down

All of your runs should start with a warm-up and end with a cool down. Why are they so important?

A Warm-up increases heart-rate, breathing rate, and blood flow to the muscles and it also raises body temperature for optimal flexibility to prepare the body for increasing activity .Most importantly it minimizes stress on heart when you start to run.  It doesn’t have to be long and can be 5-10minutes of simple brisk walking followed by gentle stretches, shrugging shoulders, knee lifts and heel kicks to limber up the body and joints.

At the end of your running stopping suddenly is not advised. A cool-down will effectively allow your heart-rate and blood pressure to reduce gradually. A sudden drop in these can cause light-headedness. Again 10 minutes of a slow jog down to a walk followed by stretches is highly recommended.

Keep Hydrated

Why is this important? Water helps regulate temperature, lubricates joints and assists in the transporting of nutrients and waste around body. The longer and more intensely you exercise, the more important is to hydrate. Don’t underestimate how much fluid you lose on exercising through sweating and particularly if you have salty sweat you need more water. Make sure to drink plenty of water and particularly if it’s a hot day you may have to increase intake to keep

DON’TS

Don’t do too much, too fast, too soon

Many people who start running for the first time become enthused in the sport. It is common to hear people refer to themselves as having been bitten by the ’running bug’ and as a result they go running as often as possible. Unfortunately the running bug can often lead to “The Terrible 2’s”. Too Much – Too Fast – Too Soon. It is a myth that running longer, further and faster enhances performance. This only increases your risk of injuries. For optimum results stick to your planned training program.
Don’t ignore the niggles

It is not uncommon for runners to experience slight niggles in the joints / muscles which are associated with running. Often being in tune with your body, identifying these niggles and resting /easing back off your training schedule for few days is all that’s needed to allow your body recover. Ignoring your body’s natural warning signals by pushing on regardless will more than likely make matters worse and can turn an innocuous injury into a more serious complaint such as a muscle tear or stress fracture.
Don’t run on an empty stomach “Fuel Your body”

The human body is like an engine that needs to be fuelled to perform. Don’t underestimate the importance of good nutrition when embarking on running fitness. Having a good balance of carbohydrates, proteins and fats in your diet is recommended. Ideally, you want to try to eat something at least 1 to 1 ½ hours before running. Choose something high in carbohydrates and lower in fat, and protein pre running such as a banana or an energy bar. Afterwards it is important to replace lost fluids and nutrients in the first 20 minutes post run. It is a good idea to maintain a daily training and nutrition log. This can help you keep track your exercises and calorie intake.

Don’t get stuck in a rut!

Variety is the spice of life! Changing your running route daily by either running your loop back to front or adding a mild elevation, will not only help prevent boredom, but can also improve your running performance. Cross training (i.e. doing a gym session or a Pilate’s class) instead of one of your weekly running sessions would be beneficial to help build core and lower limb strength and enhance your stamina.

Don’t compare yourself to other runners!

There’s always going to be someone who can run faster or longer than you. Don’t drive yourself crazy by comparing yourself to them or being discouraged because you aren’t at their level. Instead, think about you and the goals you want to achieve. Ensure these goals are realistic and match your current abilities and training efforts. Once you get running and start achieving these goals, why not reward yourself for all your hard work (i.e. with a nice sports massage or new running top!).

FIT Magazine* is holding its inaugural 10k City Run Series in the Phoenix Park on Sunday 12th May and a second run will take place in Cork City on Sunday 21st July.

With a prize fund of €3,000 up for grabs, the event is suitable for runners of all levels and is the ideal way to shape up for summer. The event will also benefit Athletics Ireland Fit4Youth programme which aims to foster an awareness of fitness and running among teenagers.

You can avail of a special entry fee of just €25 per event including booking fee (normally €31.50). Use ‘getfit2013’ when registering online at fitmagazine.ie

*Fit Magazine is a client of Pembroke

With a prize fund of €3,000 up for grabs, the event is suitable for runners of all levels and is the ideal way to shape up for summer. The event will also benefit Athletics Ireland Fit4Youth programme which aims to foster an awareness of fitness and running among teenagers.

You can avail of a special entry fee of just €25 per event including booking fee (normally €31.50). Use ‘getfit2013’ when registering online at fitmagazine.ie

We are all about practicing what you preach here so Pembroke’s Michael O’Keeffe, Keria Doyle and Eimear Brady have signed up!

*Fit Magazine is a client of Pembroke

A panel of experts will explore our love affair with French fashion and cosmetics, as well as look at new media trends emerging in this sector. Attendees will hear presentations on the following topics:

• Angie Grant & Sarah Wagstaff, Pembroke Communications: How the marketing and advertising of beauty products to women has evolved over the years
• Darren Kennedy, TV presenter & founder of helpmystyle.ie: What makes Paris the fashion capital of the world
• Debbie McVicar, Clarins: Why Irish women love French cosmetics
• Barry McCall, fashion photographer: An insight into the world of fashion photography
• Craig Farrell, managing director Starcom: New media trends in marketing cosmetics to women
• Kelly Barnes, Harvey Nichols Personal Shopping Consultant: How to get the French look this season

Q&A – all speakers, followed by drinks & canapés Members : €25 / Non Members : €35 To register, please contact us at info@irelandfrance.com or 01-644 9760

Thursday 25th April 2013
From 6:30pm to 8:30pm
Publicis Dublin, Level 4, The Observatory, 7-11 Sir John Rogerson’s Quay, Dublin 2

As the ball was travelling towards the hole, at a speed that must have felt like an eternity for Adam Scott, the crowds in the gallery behind Scott cautiously arose to their feet. Their eyes glued to the hole, their hearts in their mouths and suddenly, it dropped. The crowd erupted into an ecstasy of thunderous cheering. Scott’s caddie, Steve Williams, leapt into his arms as Scott instantaneously let out a joyeous roar of his own. Australian history has been altered this weekend, along with the history of Adam Scott’s golfing career, this being the first major to his name. Surely it is the first of many!

However Adam Scott is not the only player this weekend to have made history. Fourteen year old Tianlang Guan has become the youngest ever competitor to appear at the Masters. The young Chinese teenager carded an astonishing one over 73 on Thursday which concluded with a 20 foot birdie putt on 18. One of four birdies in his round. After finishing on Friday with an aggregate score of four over par, Guan pipped Matteo Manassero of his previous record as the youngest player not only to play at the Masters but also to make the cut.

Guan looked upon the whole thing as ‘a dream come through.’ He recognizes his ability and the potential he has in the sport. He has set ambitious goals and only time will tell whether they are to be achieved or not. ‘Hopefully I can win the four majors in one year.’

Although he did not feature at the top of the leader board, there is a certainly a bright future ahead of him as he was the only amateur to make Friday’s cut and picked up the Silver Cup for his troubles.

At the age of fourteen, Guan qualified for his first Masters. At the age of fifteen, the American swimmer Michael Phelps qualified for his first Olympics. Since then he has become the most successful Olympian in history with a tally of 18 gold, two silver and two bronze medals.

British diver Tom Daley first performed in the Olympics at the same age as Guan and is already an Olympic medal holder. As for Manchester United’s superstar, Wayne Rooney, he made his first professional appearance with Everton when he was only sixteen.

However there is also a number of athletes that have started off at the same age as Guan, but their career has been going downhill ever since. American golfer, Michelle Wie is one of these athletes. She stormed onto the scene in 2003 at the age of 13 with a top ten finish in her first LPGA tour event. Since then she is yet to fulfill her potential. She is currently ranked 62^nd in the Women’s World Golf Rankings. We can only hope the pressure doesn’t get to Guan and he leads a different path.

These athletes have all become household names and I have no doubt that Tianlang Guan will join them very soon. Let’s hope it’s for the right reasons.

Follow @ComerfordPaul

Knowing what to wear in the office can be a challenge – whether you’re starting out as a young professional or stuck in a style rut. That’s why I love the ‘9 to 5’ in Irish Tatler as not only does it give us instant style inspiration but it also provides a snapshot into the working wardrobes of Irish women.

CAPSULE WARDROBE

At the risk of sounding like Gok Wan, I think a capsule wardrobe is essential to dressing successfully in and out of the office. Having a capsule wardrobe makes life easier when assessing your options at 7am on a cold and rainy Monday morning. The essential items (e.g. blazer, LBD, crisp white shirt) lay the foundations to your work wardrobe and then statement accessories instantly update your overall look.

Kelley Cousins

Eimear Brady

BLAZER

Having a multi-functioning blazer is key and something that you can easily wear from the boardroom to the bar for post-work drinks. Keira champions a nautical theme in a cream blazer with navy trim detail which would look just as good over a pair of jeans.

Keira Doyle

STATEMENT NECKLACE

As a way of playing up a crisp white shirt or a simple LBD, a statement necklace adds instant personality to your wardrobe. If you work in a corporate or male dominated environment you shouldn’t be afraid to accessorise. Reminder: adding a statement gold necklace to a bland dress can breathe new life to your outfit.

Gold Statement Necklace

DON’T FORGET COLOUR

It’s easy to fall into the trap of wearing black and colours that you feel are ‘safe.’ However, the bright orange hue of Sarah’s blazer and Rebecca’s blue printed dress perfectly demonstrate that colour should definitely be worn in the workplace. If you’re slightly scared of colour then you can team a block colour item with an all-black outfit like Sarah.

Sarah Wagstaff

Rebecca Gleeson

HANDBAG

Angie champions a classic Mulberry bag which is the ultimate in investment pieces and a bag which can be worn in innumerable ways. Every woman needs a bag which can hold all our ‘essentials’ and whilst a Mulberry may initially seem expensive – in terms of cost per wear it can work out in the long-term as good value. Tip: spend the most money on the items you wear the most!

Angie Grant

NUDE SHOES

Not only do nude shoes go with just about everything but as every woman knows they elongate your legs. Nicola, Angie and Ciara all champion high nude pumps with their diverse outfits showing that no matter what colour or style you go for nude shoes look more than appropriate.

                     

Ciara Cashen

Nicola Scott

Thatcher was the longest reigning Prime-Minister of the 20th century and only female ever to hold office. Her regimes to improve levels of high unemployment backfired and instead resulted in hunger strikes, breakdown of families and general social unrest. She passed away in hospital earlier this week at the age of 87.

Whilst some turned to hate websites and social media pages to ‘celebrate’ her death, others condemned such activity and instead reached out to the public to forgive or look past these extremist activities.

Tomorrow’s papers will no doubt comprehensively cover the late Prime Minister’s death in both supplements and front page stories. But will they echo the feelings of those who are organising hate-parties in the street, or Thatcher supporters who call for a statue to be erected in her memory? Well, one newspaper has revealed its stance on the issue, and it looks like it’ll be pleasing everyone.
The Guardian Newspaper today published an advertisement promoting it’s weekend supplement on Margaret Thatcher, featuring a newly branded jar of Marmite. Famously recognised for its ‘Love it or Hate it’ slogan, a jar of Marmite seems to be the perfect homage to the Iron Lady. In place of the brand name sits ‘Margaret’, with a picture of her face below. The jar even mentions the ‘added iron’ in its contents, a clever wordplay on Thatcher’s nickname given to her by a soviet journalist during her time in office.

The footer reads ‘One woman, a nation divided’, much like the jar of brown yeasty spread that is so strongly contested by British people.
A truly great example of advertising, will tomorrow’s supplement keep everyone happy, or like marmite, appeal only to some?