Penbo – The Punch will be Australia’s best conversation

News Ltd’s new online venture The Punch will be marketed as “Australia’s best conversation”, the man leading the project  revealed at a Twitter meet-up today.  

David Penberthy (@penbo) told those gathered for the session at The Hilton in Sydney that the site will be a discussion about mainstream Australian issues and would avoid being “an elitist ideas conversation or bogan rant”

Confirming for the first time that the site will indeed be called The Punch, the former Daily Telegraph editor said he was waiting for one more senior member of the team to join from Fairfax prior to a launch within the next few weeks.

Also on the panel was Telstra public affairs adviser Peter Habib (@peterhabib), who revealed that when Big Pond first entered Twitter, Telstra staff wrote each individual Tweet according to a set script, before they were later given freedom to add more personality.

And researcher Kelly Tall (@kelpenhagen) said that the key issue twitter creates for brands is the needs to respond to issues quickly. She said: “Twitter is a great way to track consumer sentiment.”

Meanwhile, Paul Colgan (@colgo), who is also on the launch team of The Punch, predicted that the next major driver for Twitter would come when political parties get to grips with it in the run-up to an election.

The event – run by PR agency Mark – generated significant media interest, including news crews from Seven, Nine, Ten, SBS and Nova. The original plan was to hold the event on Bondi Beach but it was switched to The Hilton, the client behind the event, after rain was forecast.

The event Tweetstream can be viewed under the #beachmeet hashtag.


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