For many media watchers the last week has felt like a watershed moment. The Independent announced that it will end its print edition in March, making it the first national newspaper to go online only. At the same time, youth channel BBC3 has come off the airwaves and moved solely to be web-based.
So, is the end of old media as we know it and will other channels and papers follow? And, by extension, does it mean that PR people will have to change how they work as media relations becomes less important with consumers getting their news in other ways, for example through citizen journalism and sites such as Buzzfeed?
Answering those questions in turn, old media isn’t dead, but isn’t healthy either. The Independent was always the smallest of the national newspapers when it came to circulation and therefore the weakest when subjected to the twin pressures of online and free papers such as Metro. Indeed it was comprehensively outsold by its cut-price sibling, the i, which will remain in print and is being sold to publisher Johnston Press.
Running a print operation has a large, fixed cost that every national newspaper is struggling with – witness The Guardian’s announcement that it will cut staff. Despite what might be said about BBC3 going where the audience is (online), this is only partially true – the real reason is about reducing costs for the BBC, although whether it will achieve its planned savings is a moot point.
Plenty of titles have gone online only, while yet more are now monthly or quarterly rather than weekly. Others have successfully embraced paywalls (The Economist, The Financial Times to name but two) to stabilise and protect their revenues. The online world does call for new business models as offline advertising pounds are swapped for digital pence, and there will be further casualties in the future.
However, this is not the end of media relations that my erstwhile colleague Stephen Waddington predicts in his blog. He believes that if your role in public relations is pitching stories to journalists, the clock is ticking and you have 15-20 years maximum before you are no longer necessary. I’d agree that anyone who solely spends their time ringing up/emailing national newspaper journalists, trying to interest them all in the same story without using any differentiation or intelligence is not going to survive long.
But I don’t think most (successful) PR people are stuck in that pigeonhole. Over the course of my 20+ year career I’ve seen the move online and the corresponding drop in the number of journalists as costs were cut. At the same time the amount of straight media relations I’m doing has dropped dramatically. More often, it is about coming up with a specific story to meet the title’s needs or pitching an idea for an article and then creating it with the client. Much more revolves around content and sharing it on social media in order to build both thought leadership and SEO for clients in their specific B2B markets.
This can be much harder than simply ringing every journalist on a list and pitching the same story, but the rewards for PR are far, far greater. It embeds the profession deeper into the marketing department and links to outcomes that are based on business value, rather than a bulging book of coverage that looks impressive, but is not measurable.
Is what I do media relations? I’d say that if it involves speaking to a publication in order to gain coverage, without money changing hands, then it is media relations – and I can’t see that going away anytime soon. After all the online-only Independent will still have journalists, just fewer of them, and they will still be writing stories that companies want to be part of. Commoditised media relations may be dying, but true media relations that aims to build links between journalists and clients is as vital as ever.
We live in a world where the skills needed to thrive are changing fast. A combination of the rise of digital, artificial intelligence and the move to a global economy means that many previously ‘safe’ middle-income administrative jobs have either been offshored or computerised. Consequently commentators predict a hollowing out of the economy, with a greater number of low wage, low skill roles at the bottom and a smaller number of highly paid jobs at the top of the pyramid. This growing imbalance – and the potential social issues it brings – has been analysed and written about by a number of leading economists, such as Thomas Piketty, in his surprise bestseller, Capital in the Twenty-First Century.
Despite what the nostalgic might think, this process is irreversible. Globalisation is accelerating and we can’t put the genie of artificial intelligence back into the box. So, how do we ensure that the UK workforce, and UK companies, are able to cope?
Go.On and On?
The key start point is to understand that the traditional model of learning a particular trade or profession and then spending your entire life working at it is no longer valid. Kids at school today will have multiple jobs during their careers, many of which may not even have been invented yet. Given that you can’t teach someone about a profession that doesn’t exist, the best approach is to provide the skills for lifelong, independent learning, such as self-reliance, adaptability, collaboration and other thinking skills.
The other vital element is to have an understanding, and mastery of, technology. To be fair, most children are miles ahead of their parents in this regard, and initiatives such as re-introducing programming to the school curriculum and low cost machines such as the Raspberry Pi are helping to drive these digital skills.
But the risk is that the current adult generation is falling behind. Research by charity Go.On UK has found that 12 million people (roughly a quarter of the adult population), lack the basic digital skills required today. 23% of small businesses also don’t have these skills. Go.On defines these skills in 5 areas:
- Managing information (finding, storing and managing online information)
- Communicating (communicating digitally, interacting online)
- Transacting (shopping/selling online, managing finances digitally, registering for government services)
- Problem-solving (using online resources to learn and solve problems)
- Creating (basic content creation, such as writing a social media post)
For many of us, these are not particularly complex or challenging, but failure to learn them not only hurts the chance of a good job, but also financially impoverishes people. If they aren’t able to buy goods online, they may well end up paying more, while they will be increasingly cut off from family and friends. At the same time a significant number of people are being held back, such as by slow internet access speeds, poverty and a lack of technology.
To show the scale of the problem Go.On has created a digital heatmap of the country, which combines local factors (infrastructure, education, demographics), with the percentage of those with digital skills. This shows the areas that are at risk of being left behind – “digitally excluded” – in the future. What is stark when looking at the map is how few regions and local authorities are safe – the vast majority have a medium to high likelihood of exclusion.
The Go.On findings must act as a wake-up call and a way of focusing efforts on increasing digital skills. My concern is that there doesn’t seem to be one body responsible for this – it is left to a combination of local authorities, central/regional government, schools, colleges, charities and even the BBC. While everyone should be responsible for learning basic digital skills, it needs a co-ordinated effort to level the playing field. Otherwise the imbalance shown in the Go.On map will actually widen, rather than shrink, hurting both individual prospects and the overall economy. It is time for rapid government-led action, and it needs to happen quickly.
The announcement that Chris Evans has been signed to headline the new Top Gear is a rare good news story for the BBC. Following the furore over Jeremy Clarkson’s suspension and subsequent non-renewal of contract after punching a producer there was a real danger that one of its prized assets could be under permanent threat.
This was a big issue for two reasons. Not only does Top Gear make a lot of money for the BBC in terms of overseas sales, but it is also one of the most popular programmes on TV, particularly (but not exclusively) with middle-aged men such as myself. At a time when charter renewal is looming, showing that the BBC provides something for everyone is crucial to successful negotiations, especially as many see it as a bastion of a left-leaning metropolitan elite, rather than an organisation that is in touch with the rest of the UK. Not a viewpoint I personally subscribe to, but one that can be seen regularly in newspaper coverage of the corporation.
So setting out a plan for the future of Top Gear was about more than simply replacing a presenter. And the whole negotiations with both Evans and the outgoing presenting duo of James May and Richard Hammond seem to have been handled confidentially, respectfully and without any of the noted HR cock-ups that the BBC has made in the past. With Evans on board, the BBC has recruited a noted car nut who is a familiar face to the UK audience, with a wide appeal and a similar sense of humour to the old Top Gear team. He’s also been through the public wringer in the past, rising to stardom with The Big Breakfast and the Radio 1 Breakfast Show, before becoming a staple story in the tabloids for his drinking and bad behaviour. He’s obviously learnt from his mistakes – and what drove him to them – something that Clarkson never really seemed to do.
So, now there is a one host in place for Top Gear, the rumour mill is in full swing about who else will present it with him. Rather than follow the bookmakers favourites (the likes of Jodie Kidd and Guy Martin), here are some other potentials:
1. Ed Miliband
Currently at a bit of a loose end, he’d be perfect as the earnest one to replace James May. Rather than endlessly explaining about internal combustion engines he could bore the audience with his views on the redistribution of wealth, and why Labour’s electoral defeat was not to do with carving promises into pieces of stone. Counting against him is what seems to be a complete lack of interest in cars, but I’d tune in to see him attempt to lap the track while eating a bacon sandwich.
2. Prince Philip
A direct replacement for Clarkson with his views on foreigners, and a chance to increase viewers in the pensioner category. Well known for owning a London taxi that he drives around the city, so has an interest in cars, alongside carriage racing. Possibly not up for driving long distances in Top Gear specials, but presumably could get a chauffeur to do this for him.
3. Alexis Tsipras
Another Greek, and one who may be looking for a new role depending on how well current negotiations with his country’s creditors go. Unlike his finance minister, Yanis Varoufakis, who is a noted biker, his transport preferences are unknown. However as someone that has driven in Athens (and survived), I know that all residents of the Greek capital have nerves of steel on the road, coupled with a wanton disregard for indicators, making him a perfect role model on the track.
4. Mary Berry
There have been rumours of Great British Bake Off host Sue Perkins joining the team, prompting death threats from assorted morons on Twitter, but why not go for the real star – the fragrant Mary Berry. She’d not take any nonsense from anyone and, I suspect, would be a demon behind the wheel. I’d like to see her challenge the other presenters to make fairy cakes while lapping the Nurburgring in under 7 minutes.
5. Bradley Wiggins
Another coming to the end of his first sporting career, and potentially looking for a new challenge post-Rio 2016. While not as much of a car nut as his fellow Olympian Chris Hoy, he’d bring plenty of irreverence to the programme if he swapped two wheels for four. Main stumbling block could be the previous hostility between Top Gear presenters and cyclists, but the perfect opportunity for the show to bring the two groups together and benefit from the rise of the MAMIL.
A few weeks ago BBC Economics Editor Robert Peston sparked a fierce (and ongoing) debate by warning of the power of the PR industry in setting and controlling the news agenda. His views, given in the annual Charles Wheeler lecture, were that the combination of a lack of resources at newspapers and the central position of PRs as gatekeepers was leading to a world where companies and their representatives dictated the agenda. An environment full of spurious stories that at the very least obfuscated the truth, and that the worst were downright lies or spin. He concluded “I have never been in any doubt that PRs are the enemy.”
Other journalists have taken up the battle cry, with Nick Cohen describing press officers as “the nearest thing to prostitutes you can find in public life.” In response, Public Relations Consultants Association boss, Francis Ingham, called the comments ‘sanctimonious’ and a ‘venomous, ill-judged diatribe.”
As in any relationship, PRs and journalists have always taken pot shots at each other. The balance has shifted over the last twenty years – there are now more PRs than journalists, generally they earn more, and traditional media has been hit hard by the rise of the internet.
I think the argument risks getting out of hand, with both sides missing the point. Firstly, the range of the PR industry is broad, as is journalism. What Robert Peston has seen in his career working for national and broadcast media is not the same as the majority of trade or local journalists who have a much less antagonistic relationship with the PRs that pitch them stories. The same goes for political spin – I work in PR, but I’m not Alastair Campbell or Malcolm Tucker. Clearly there is abuse of position and power by spin doctors as they deliberately work to spike stories or brief against opponents. Does that mean that every PR does the same (or would like to?). Speaking personally the answer is no, as I’m not sure my blood pressure could stand it – or that the vocabulary improvement would go down well at the school gates.
Secondly, there is a big difference between in-house PRs and agencies. Press officers have a single client, their employer, who pays their salary. In this environment it is potentially easy to lose your sense of perspective, and to believe that what your organisation is doing is right, and that everyone else is out to get you. And this isn’t just competitive businesses or warring politicians, press officers at charities and NGOs often believe passionately in the cause they are espousing and want everyone else to feel the same. In contrast, PR agencies are middlemen, and rely on their ideas and relationships with the press to gain new clients. So burning bridges by bullying journalists into taking down a story or requesting copy approval may work once, but it will destroy a relationship for the future. As a PR person I must admit I have asked for stories to be changed online – but only for the simple reason they were factually inaccurate. My personal favourite is politely requesting a journalist get the sex right of the client he’d interviewed.
Thirdly, commentators need to look at the wider context. The rise of ‘content’ as an all encompassing area lumps together what was previously seen as advertorial, proper journalism, wire reports and pictures of cute cats lifted off social media close to deadline. Traditional print media have faced falling circulations and increased competition as they’ve moved online, ironically at the same time as having more space to fill. This means publications now need more content than ever before, with fewer, less experienced staff on hand to deliver it. PR and marketing-led content has filled this vacuum, whether from survey-based press releases, soft features or owned content submitted by organisations. This doesn’t have to be bad – take the Red Bull Stratos skydive or footage from any NASA mission, but it has to be in addition to real, investigative reporting rather than instead of it.
The balance between journalists and PRs has changed. However that doesn’t mean that journalists don’t have power – or that the relationship should get too friendly. Whatever happens day to day, journalists and PR people do have differing jobs to do – and neither should forget that. Not all PR people are power-crazed Alastair Campbells – nor are all journalists Andy Coulsons…………
I’m a passionate believer in getting more people to learn to code. Like a lot of those my age I grew up with a ZX Spectrum and learned basic programming on a BBC Computer at school. Not only did it reap benefits then (my horse racing game was a triumph, albeit not a financial one), but it gave me an idea of how computers worked that removed any fear of them when I went into the workplace.
And, as my career in PR has progressed, more and more of what I do has a technical element to it – whether that is getting a WordPress site up and running or stitching together data from different tools to measure the impact of campaigns. Not understanding technology or being unable to use it would significantly impact my productivity and my overall job prospects.
When I look back, comparing my childhood to now, the world has changed dramatically. On the plus side we’re now in an era where geekiness is cool and entrepreneurs are celebrated for their ideas. But the opportunities we have to code have been lessened – rather than ZX Spectrums we have gaming consoles that cannot be programmed, except by studios with multi-million pound budgets. Yes, we have the iOS and Android ecosystems where anyone can create an app, but the majority of us are consumers, not programmers.
Clearly there’s a need for change, and initiatives such as the Raspberry Pi and the inclusion of coding in the National Curriculum from September are helping accelerate this. However the fiasco that is the government-backed Year of Code project is an unwelcome bump in the road to the future. For those that haven’t heard of it, the Year of Code is supposed to be an umbrella organisation to encourage everyone to learn to code in 2014.
Unfortunately so far it appears to be a PR-led initiative to muscle in on the work that is already being done. Backed by venture capitalists, and the TechCity community, its main claim to fame is the ill-fated appearance of its executive director Lottie Dexter on Newsnight, where she earned the ire of Jeremy Paxman by admitting that she didn’t actually know how to code. More importantly it appears to have alienated many people who have been working in the space for years by simply not recognising what has already been done.
And, judging by its website, apart from a promotional film (warning – contains footage of George Osborne) and a commitment to “banging the drum for all the fantastic coding initiatives taking place over the course of year and helping many more people engage with technology and access important training opportunities,” it isn’t actually going to do much that is concrete. Essentially it is PR spin on a serious subject, trying to take the lead in the same way as the government has decreed that TechCity is the only viable tech cluster in the UK. It is jumping on a bandwagon and trying to take the reins from those that know what they are doing.
Coding is essential to our competiveness and the future of our children – it is simply too important to be left to a slick marketing machine that is imposed from the top down. Time for the Year of Code to be switched off and then on again to remove the bugs from the system.
This week BBC director general Tony Hall launched a slew of initiatives designed to reposition the beleaguered broadcaster. The aim is to show that the BBC is central to meeting the needs of consumers now and in the future, and to draw a line under an annus horribilis for the corporation, which has been plagued by scandals from Jimmy Savile to excessive payoffs for senior managers.
Amongst the news of a BBC One + 1 channel (by my maths that’s BBC Two), and expansion of iPlayer, one thing that caught my eye was a pledge to “bring coding into every home, business and school in the UK”. As someone who grew up in the 1980s it made me misty-eyed with nostalgia for the last time the BBC got involved in technology, with the original BBC Micro. Essentially the BBC put up the money for the machine to be given to every school in the UK, as well as producing TV programmes and courses on coding.
While I never had a BBC (I was a Sinclair Spectrum diehard), we used them in at school and it did help me learn to code. It really was a golden age for UK computing, as it introduced a generation to computers they could play games on, but equally program and learn with. Programming your own creations was a viable alternative to just treating these machines as games consoles – particularly as a Spectrum game took about 10 minutes to load (and often mysteriously crashed just before it should have started). I was incredibly proud of my amazing horse racing game (complete with betting and flickering graphics), even if my programming days are now long behind me.
Not only did the BBC/Spectrum age produce a generation that wasn’t afraid of coding, but it also helped shape the UK IT industry. Acorn, the makers of the BBC Micro, spawned ARM, now a world leader in chip design, while countless games companies developed from bedrooms into multi-million pound concerns. You could easily argue that Cambridge wouldn’t be the technology powerhouse it is today if it wasn’t for the BBC.
But then IT became marginalised as a school subject – essentially replaced with learning to use desktop applications rather than program. In a global economy where companies compete on knowledge, the need to rekindle that interest in coding has never been greater. The BBC is not the first to understand this – the Cambridge-designed Raspberry Pi has become a global phenomenon as it brings back the spirit of adventure and exploration to children weaned on iPads and Wiis. There’s also a new computer science curriculum for schools and coding courses are becoming increasingly popular across the UK.
So where does the BBC fit into this? There’s a lot of hyperbole in the announcement about “using world class TV, radio and online services to stimulate a national conversation about digital creativity”, but very little detail. The challenge for the BBC is to pitch whatever it offers in a way that doesn’t replicate what is being done in the private sector and doesn’t dumb down coding to a simple point and click level. As seen in the 1980s, the backing of the BBC can be a major force for good, but it could equally stifle the innovation and creativity that it is trying to encourage. The jury’s out, but I hope it can turn the undoubted niche success of the coding revival into a mainstream movement – working with the industry to create the Acorns and ARMs of tomorrow.
In a week that saw the publication of the long-awaited Cambridge Phenomenon book, celebrating 50 years of innovation in the area, some more sobering figures concerning continued investment have been published.
Research from tech-focused investment group Ascendant found that while generally VC investment is up in Q1 2012, money doesn’t seem to be coming to Cambridge. £307m was invested in tech companies in the UK and Ireland – with £188m going to London-based outfits, and £27m to Irish ones. Cambridge (and Oxford) saw very little new money.
While it can be misleading to generalise based on three months of data this could be a worrying trend as centralised government action to boost London’s Tech City draws potential funding (and talent) away from the Cambridge ecosystem. After all, as Rory Cellan-Jones points out in his BBC Blog, Cambridge has potentially a better chance of creating world-class tech companies than London as it has already developed an ecosystem with research at its heart to feed innovative ideas to the market. But investment funding for Cambridge is key – not just in ‘scientific’ spinouts such as Owlstone and ARM but the more internet-style businesses and the thriving cleantech sector that Cambridge also supports.
So how does Cambridge compete against the media-savvy Tech City community when it comes to gaining funding? I may be biased as a marketer, but really feel that public relations has a strong role to play. There is still a tendency amongst Cambridge startups to treat PR as an afterthought rather than an intrinsic part of how you create a company and drive its success. You need to know your audience and deliver the right message to it at the right time using language they understand to succeed. Otherwise the risk is that Cambridge will become seen solely as the domain of technical wizardry rather than as a driver of customer-focused innovation that leads the UK tech scene.
Yesterday’s CUTEC Technology Venture Conference (TVC) in Cambridge provided a lot of interesting talking points. One of the world’s largest student organised business events, it brought together over 400 entrepreneurs, businesspeople, investors, students and start-ups to discuss The Ideas Economy and how it could develop.
Doing justice to all the speakers and activities on the packed programme would require much more space than in my blog, so I’m going to pick a couple of key topics and focus individual posts on them.
The first is the long running debate on the differences in entrepreneurial culture between the UK/Europe and the US. BBC technology correspondent Rory Cellan-Jones pointed out that there had been a sea change in UK attitudes over the last 30 years – when he left Cambridge in 1981 neither he nor his contemporaries would have dreamed of setting up their own business. But the first dotcom bubble showed people what could be achieved on their own and made entrepreneurship a viable alternative to corporate life. And this has continued with the current bubble enabling braver, disruptive ideas to be tried.
However a panel of US entrepreneur Ted Shelton and adviser/investor/entrepreneur Sherry Couto, chaired by David Rowan of Wired pointed out there are still areas for the UK to work on. Failure is still seen as unremittingly bad, rather than a learning experience, short-term thinking means that entrepreneurs are likely to sell early rather than chase the investment needed to build the next tech giant and there are a lack of public role models to show people what can be achieved with an idea and hard work. Given that the highest profile business leader in the UK is probably Alan Sugar, this final point is definitely one I agree with.
Talking to start-ups and students at the event backed up these points – rather than rushing off to become accountants or consultants many were seriously looking at either starting up their own companies or working for smaller, fast growth businesses. Now we just need to extend that attitude to drive longer-term thinking, unlock investment and maybe, just possibly, the UK can create the next generation of tech businesses to sit alongside Facebook and Google as global household names.
- CUTEC Technology Ventures Conference 2011 (fakeiitian.com)