Revolutionary Measures

Three ways PR can take a big step forward in 2018

For those of us working in marketing, and in particular PR, the advent of digital and social media should be creating a golden age for us. Why? Because of the ability (finally) to measure our work in a more forensic way and to link it more directly to business outcomes, thus showing the value we deliver. Whereas in the print-based past you had no direct way of measuring whether your piece of coverage led to sales, now you should be able to measure click throughs to your website or other actions taken after someone read an article generated by your efforts.Measurement_unit

What is more, the very skills that PRs possess, such as the ability to write persuasive copy targeted at specific audiences, are exactly what businesses are looking for in an era of content marketing.

However, I think three factors are holding back PR as a profession from taking a bigger slice of the marketing pie:

1.Faking it is easy
As the saying goes, “In God we trust, all others bring data.” And digital gives you the ability to measure data like never before. You can see views of an article, visits to a website, clicks on an advert, RTs or a rise in social media followers. However, as high profile cases in the advertising world have shown, it is relatively easy to game the system. In a recent blog, Stephen Waddington showed how simple it was to set up a Twitter account and buy 10,000 followers, for just $25. At a first look, his account (and its success) was plausible – and would have been even more so if he’d aimed to make his fake more believable. As CIPR CEO Alastair McCapra, points out, “It is precisely the things which are most fakeable that are most measurable. The cult of measurement is powering the tidal wave of fake.”

Clearly, this is not a problem that solely affects PRs, and I’m not suggesting that practitioners are deliberately engaging in full scale fraud. But simply measuring metrics such as the number of followers opens us up to accusations that we’re simply transferring the same mindset that measured the size of a cuttings book, to the online world.

2. Measurement needs to be more detailed
This brings me onto the second challenge. PR people need to go beyond measuring outputs to measuring real outcomes. And that means getting really involved in a business and investing time in measuring what matters. What is the overall objective and how can you create a PR metric to support it? It does mean more work, and potentially learning new skills, but at its heart it is about asking questions of your client/organisation – something that PR people should be good at.

3. PR isn’t a silo
In the past ongoing PR was often run separately from the rest of marketing. Obviously, there would be involvement in big events, such as a product launch, but the focus was on communicating with the press. But public relations can (and should) be a lot more – meaning that PR teams need to think in a more integrated way. How are you going to your message out in multiple ways to reach the right audiences? That means going beyond the press release to embrace social media, emails and slides for sales and other marketing tactics. It is up to PR people to proactively drive this and provide a complete portfolio of content if they are to be seen as central to the business, rather than peripheral figures. And if PR doesn’t act, other marketing disciplines such as advertising and SEO will move in and take responsibility and budget.

We’re already half way through January, so it’s a bit late for New Year’s resolutions. However, PR practitioners should take stock and rethink how they operate, making 2018 the year they step up and earn the respect and budgets that their role and successes deserve.

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January 17, 2018 Posted by | Creative, Marketing, PR | , , , , , , | Leave a comment

The lessons from the top 5 PR disasters of 2017

As we come to the end of the year, we’ve seen some stunningly good PR campaigns that have shifted people’s perceptions or reinforced brand leadership. But 2017 has also seen more than its fair share of PR cock-ups, where businesses have completely ignored communication good practice and not only damaged their reputations, but also their standing and share price.Press_secretary_Sean_Spicer

Here are my top 5 PR disasters of 2017:

1. United Airlines
Dragging a screaming passenger off an overbooked plane while onlookers recorded the event on their smartphones was bad enough. But United Airlines then blamed the passenger, Dr David Dao, who suffered concussion in the incident, for being ‘belligerent’, with CEO Oscar Munoz only fully apologising after the share price fell dramatically. Ironically, Munoz had been named PR Week US Communicator of the Year just a month before. The lesson from this story is that when events turn emotive, despite the fact that you are only following procedures, and that the staff involved in pulling Dao from the plane were law enforcement officers not United employees, you need to show empathy and understanding rather than blaming your customers.

2. Uber
Where to start? Through most of 2017 Uber appeared to be the epitome of a ‘jerk tech’ company, caring nothing for law, its employees or its customers. Stories included allegations of sexism and sexual harassment, surge pricing that capitalised on misfortune, a secret app designed to deflect regulators, losing its licence in London, payments to hackers after its systems were broken into, and a continuing court case that it allegedly stole trade secrets from Google. Oh, and then-CEO Travis Kalanick arguing with/abusing one of his own drivers. All of this led to its urban clientele moving to rivals, removing first mover advantage and downgrading its capitalisation in its forthcoming funding round.

To be fair to Uber, its new CEO, Dara Khosrowshahi, who took over at the end of August, is working hard to change the brand’s reputation. He has issued heartfelt apologies for past misconduct, and explained to all staff of the importance of reputation to the business’ success. While it is early days, he seems to be balancing the difficult job of changing culture, while keeping the right staff with the company as it moves forward.

3. Sean Spicer
It is tempting to include Anthony Scaramucci, who lasted 10 days as Donald Trump’s communications chief before publicly abusing his colleagues, in this list. However, for the range and bare-faced toeing of the party line, I have to go with Sean Spicer. From initially disputing photographic evidence of the number of people at the presidential inauguration to claiming that, Syria’s Bashar al-Assad is worse than Hitler because at least the Nazi leader never gassed his own people, ignoring the deaths of six million Jews, he seemed to be alternately making his own cock-ups and retelling a line that no-one believed. Good communications has to be based in fact – and it is the job of a spokesperson to ensure that the message being delivered is clear, cogent and believable. Spicer, no doubt under great pressure from above, failed on all counts.

4. Bell Pottinger
A key rule of PR is that if you are the spokesperson or PR agency, never become the story yourself. Another high profile casualty of this was PR agency Bell Pottinger. Involvement in a racially divisive campaign for the shadowy Gupta family in South Africa earned it censure, removal from industry body the PRCA, and the agency go into administration. In today’s world ethically questionable campaigns do get discovered, and the consequences are potentially disastrous.

5. Kevin Spacey
One of the biggest stories of the year was the bravery of victims of workplace sexual harassment and sexual violence, who stood up, accused their attackers and told their stories. From Harvey Weinstein to the House of Commons, they shone a spotlight on a culture and behaviour that was unacceptable. Kevin Spacey, one of those accused, deserves especial opprobrium for using his ‘apology’ to come out as gay, in an apparent attempt to deflect anger from his behaviour. Given one of the accusations made about him was of sexual advances towards under-age boys, his statement linked paedophilia with homosexuality in a way that reinforced previous prejudices.

I’m sure there are other, potentially less high profile but equally damaging, PR disasters that haven’t made it onto my list. Feel free to add your own in the comments section below.

December 13, 2017 Posted by | Creative, Marketing, PR, Social Media | , , , , , , , , , , | Leave a comment

Paperchase and the Daily Mail – the Open and the Closed

Shortly after the Brexit vote I wrote a blog post looking at what the deep division between Leave and Remain meant for marketers. Brands in many markets would need to decide where they targeted their products – at an Open, outward looking audience clustered in cities or a Closed group in the rural shires and much of the Midlands and North. In many cases brands couldn’t appeal to both equally without losing their differentiating factors.

Paperchase

Image Kake via Flickr http://bit.ly/2kaMZY1

The current case of Paperchase and the Daily Mail is the perfect example of this. After deciding to run a promotion with the right wing, pro-Brexit newspaper, a Twitter backlash caused the stationery chain to apologise and commit to not advertising/working with the paper again. Is this a victory for people power, a brand that has succumbed to mob rule, or simply bad marketing? I can see four key factors in the case:

1. Know your customers
Generally, Paperchase targets a young, funky demographic – not that many of whom will be reading the Daily Mail, I suspect. Running a promotion with a publication that doesn’t serve your target audience is initially a bit baffling. However, I can only assume that Paperchase was trying to extend its reach ahead of Christmas, encouraging a non-traditional audience into its stores, with a free roll of wrapping paper. As one of the largest circulation papers in the country, with 4 million readers on a Saturday, the Daily Mail gives a huge potential reach. Once there the hope was obviously that they’d buy more – unlocking new revenues for the chain.

2. Do your crisis management early
If that was the plan then Paperchase failed to understand the depth of feeling amongst its existing customers, at least some of whom are both vehemently anti-Daily Mail and extremely vocal on social media. Led by the pressure group Stop Funding Hate, they vented their disappointment through Twitter and Facebook. This backlash led to the subsequent climbdown from the retailer.

All of this appeared to take Paperchase by surprise, which suggests they hadn’t got a crisis management plan in place, or thought through the potential negative connotations of linking to the Mail. In the end it meant that they pleased nobody – existing customers felt let down and Mail readers felt unwanted, given the decision not to target them again.

3. Be sure of your strategy
Another factor that has been mentioned is the size of the social media backlash. According to reports, around 480 people responded on Twitter, and while they may well be the tip of the iceberg, it is not a significant number, given that in today’s society consumers are much more likely to complain about brands, immediately and in detail, through social media. This means that every decision is going to receive some complaints, particularly if you are trying to extend into new audiences. The question is what additional damage has been done to the Paperchase brand by appearing to cave into pressure so quickly?

4. This isn’t about freedom of speech

Predictably many people, including the Daily Mail, have claimed the Paperchase decision, and Stop Funding Hate’s campaigns, are an attack on free speech. After all, as they point out, we live in a free society and they have every right to adopt the editorial tone that they do. Harassing advertisers into withdrawing funding therefore undermines this freedom and democracy itself. This is a disingenuous argument – I don’t agree with the Daily Mail line on pretty much everything, but agree that provided it does not break the law (including the libel laws) it should be free to publish. As long as it provides a product that people want to read, in numbers, it will be attractive to many advertisers, who believe that it provides them with the opportunity to reach a mass audience that fits their demographic. The efforts of Stop Funding Hate are not going to close down the Daily Mail overnight, so reaching for freedom of speech arguments is neither relevant or helpful.

What the whole affair shows is that unfortunately we are living in an increasingly polarised country and brands need to think hard about the audiences they want to target, and build advertising and PR campaigns that will appeal to them, if they want to drive loyalty and safeguard their reputation. For many this means making a choice between the Open and the Closed – or risking appealing to neither and essentially becoming irrelevant to all.

November 29, 2017 Posted by | Creative, Marketing, PR, Social Media | , , , , , , , , | Leave a comment

Bad tech – the PR battle tech companies face

One of the major legacies of the financial crisis was that trust in banks, and indeed the overall financial services industry, took a pounding. The combination of bad behaviour, misselling of products such as PPI, poor customer service and a culture that was perceived as elitist and uncaring all made them public enemy number one. The old stereotype of the bank manager as a respected, upstanding member of the community was consigned to history.

Artificial Intelligence Programming Robot Ai Ki

Artificial Intelligence Programming Robot Ai Ki

In many ways industry reputations are cyclical – before banks, it was probably media organisations (think phone hacking) that were most despised, followed by Big Oil. What is interesting is that I’m seeing a new contender for ‘most hated’ coming up on the rails – tech.

Much of this is down to the huge power technology companies now have over our daily lives. We spend huge amounts of time on our smartphones, on social media, and interacting with technology to get things done. And human nature means that people are quick to forget how things used to be pre-internet and pre-mobile phone, taking the advantages for granted and complaining about what they don’t like.

However, for every story celebrating the progress technology is enabling, I’m seeing at least two arguing that tech companies have too much power, and are not receiving sufficient oversight. In many cases this is true – there is no way of justifying the fact sites such as YouTube, Google and Facebook are earning money on the back of terrorist content or fake news, and at the very least maximising their tax efficiency. But the current mood seems very focused on the negative side of progress and on the harm that it is (potentially) doing, from AI taking our jobs, to websites tracking our every move, and automated checkouts that intimidate the elderly.

At the other end of the spectrum, today’s Budget will see the Chancellor promise that the UK will lead the world in introducing self-driving cars, following a week of announcements around extra funding for technology R&D across the UK. Reading different stories you’d rightly be confused whether the robots are coming to get us Terminator-style or are going to usher in an idyllic life of leisure?

What I think this does is show a need for PR people working in technology (including myself) to take a look at how they communicate and market their companies and clients. It is time to focus on what the benefits are for both consumers and businesses and to honestly address any downsides. That means looking beyond the headline in order to put things into context, and to work with government and charities to solve any unforeseen consequences, be they cyberbullying or unemployment.

Essentially it goes back to being model citizens, and, like previous generations of capitalists (think Victorian families such as the Cadburys and Rowntrees or American philanthropists such as Carnegie), realising that they are responsible for the actions of their products and services. As well as being a genuinely positive thing to do, it ultimately supports society as a whole, including the people that buy from them, making it something that should appeal to their hearts and their heads.

Technology needs to communicate a more open and responsible stance in how it operates if it wants to take the wider population with it towards ever greater innovation.

November 22, 2017 Posted by | Creative, Marketing, PR, Social Media | , , , , , , , , , | Leave a comment

What Moz the Monster tells about the changing media landscape

By now pretty much everyone will have seen the latest John Lewis Christmas ad, starring a loveable monster that lives under a young boy’s bed. Without giving away any plot details to the few that haven’t watched it, it all ends happily thanks to a thoughtfully chosen gift.

JohnLewis_MoztheMonster17

 

Over the past few years Christmas adverts have become a fixture of the festive season, with the media (and public) eagerly awaiting the offerings from the likes of John Lewis, Sainsbury’s and Marks and Spencer. All sides seem to be involved in a creative arms race, with ever-more sophisticated production values and talent involved – Moz cost an alleged £7m and is directed by Oscar-winning director Michel Gondry, while M&S has recruited Paddington (and Angela Rippon) to head its Christmas push.

 

What’s most interesting to me is not which is the ‘best’ advert or how much of an impact it has on sales, but what Christmas adverts tell us about the changing media landscape. Not long ago the only way to ensure that these productions were watched would have been to spend millions booking high profile TV slots and hoping that viewers would be there and watching. This has changed – obviously ads are still shown on TV, but a lot of the viewers are online, with people watching them via company websites and YouTube.

That means that PR and social media are now the key channels for driving ad awareness and views. For example, the John Lewis ad was all over the media, from the marketing press to the tabloids. The BBC ran a piece analysing social media responses to Moz and his antics, while other brands aimed to get on the act, running surveys on which was the most popular Christmas advert. M&S even had to deny that the Paddington advert featured swearing (obviously not by its Peruvian star).

I think this is part of a wider, growing trend. Many people either don’t watch TV adverts or they simply don’t register on their consciousness. You might click on an informational ad after an online search or watch a hyped campaign during a major programme or event, such as the World Cup, but we’re now too sophisticated and short of time to discover them for ourselves.

Therefore, you need PR and social media buzz to get people to notice them, which is a complete turn round from the old model of advertising leading the marketing mix. Christmas adverts aren’t the only example of this – TV programmes, films and books are all trailed in the media, rather than relying on ads. PR people should therefore step up and use this trend to justify having a greater say in marketing decision making – and a larger slice of budgets. Communication is vital to business success – even when it comes to monsters under the bed.

November 15, 2017 Posted by | Creative, Marketing, PR, Social Media | , , , , , , , , , | Leave a comment

Why good leadership now starts with communication

Throughout history leadership has involved a mixture of power, cunning, communications skills and often a dash of luck. And politically, as humanity has progressed, communication has generally come to outweigh brute force as way of gaining and retaining power – in democracies at least. The aim of politicians has become to influence people, through whatever means and media.icon-1623888_1920 (1)

Every political leader, from Churchill to Trump has their own communication style, but it would be wrong to think that it is just politicians who need to be able to communicate. Everyone in business, particularly CEOs, has to be able to get their message across – and those that succeed in doing so tend to be the ones that move up the ranks and get their pick of top positions.

So how can leaders turn themselves into communicators? While it isn’t an exact science these six areas are a good place to start:

1.Be open and honest
Nothing puts an audience off more than someone who is obviously trying to hide something. So be honest if you or your company has screwed something up – don’t hide behind a ‘no comment’ or a statement, or wait too long to go public. Get the facts out, explain what happened, show genuine contrition and demonstrate why it won’t happen again. At the same time analyse the situation and if there are mitigating circumstances or you believe that you aren’t at fault, explain your position. Don’t feel that you have to apologise for things outside your control – otherwise you’ll potentially be seen as weak and not in control of the situation.

2. Adjust your message
Different audiences have different needs. Talking to national press clearly requires you to use different language than if you are speaking to a trade journal or local paper. Understand your audience (and in the case of the media, the audience they enable you to reach), and tailor what you say. Avoid jargon and stock phrases and build empathy and understanding.

3. Listen first, then respond
I find it incredibly frustrating when listening to the radio to hear the same clichés coming from the mouths of business leaders. Often it feels that they’ve simply memorised a script and are then bulldozing through it, irrespective of the interviewer’s questions. While you should have key messages you want to get across, listen to what you are being asked and respond genuinely, especially if it means putting your script to one side. Remember – people respond to people, not someone reading off an autocue.

4. Create your own style, but learn from others
When it comes to communication people regularly focus on the likes of Churchill, Martin Luther King and JFK as examples to follow. However, slavishly copying how other leaders communicate will lead to you sounding fake, and could hold back getting your message across successfully. So, while you should make a point of studying the style of communicators that you admire, work out what it is that you can apply to your own personality, rather than turning into a clone. And don’t just focus on the famous – look further afield to colleagues or people you’ve met when it comes to communication style and tips.

5. Don’t be afraid to seek help
Not everyone is a natural communicator – and while many people may be good in certain situations (such as addressing a board meeting), they struggle in other scenarios. Like most skills, communications can be learnt, so invest the time in getting training and advice so that you can fill any gaps in your armoury. The first step is recognising the need, and then you can take action.

6. Embrace new channels
Communication is changing – and with more and more people being influenced by social media, ensure that you are equally at home on Twitter and Facebook as in formal speeches or journalist interviews. You only have to look at the success of Donald Trump to see the power that social media wields – make sure you take the time to embrace new channels that help you reach your audiences.

As a marketer I may be biased, but I believe clear communications is ever more important to being a successful leader. So invest the time and effort to continually improve your skills if you want a successful, long term career, whatever sort of organisation that you lead.

November 8, 2017 Posted by | Marketing, PR | , , , , , , , | 1 Comment

Copy approval and the threat to the truth

The media today faces constant economic pressure – competition is up, digital has decimated advertising, and people are increasingly reading news via other sources such as Facebook and Twitter. This has had a major impact on revenues and how they operate, including increasing the importance of advertorial, paid-for content within publications or on websites.Clarebalding

It has also strengthened the hand of brands, and celebrities who have money or clout, and are increasingly precious about their image. Witness the HP spokesperson complaining to the Financial Times after a throwaway negative reference to HP CEO Meg Whitman, threatening to pull advertising from the newspaper.

This shift has also led to a rise in attempts to control the message in mainstream media, at a time when social media has taken away control in other areas. Two areas come to mind – interviews and copy approval. When I started in PR, most interviews with trade press were organised, a briefing provided to the spokesperson and they were given the journalist’s number to call. Follow-up ensured that the journalist had everything they wanted, but that was the extent of the control. Since then, even the most straightforward interview with the most trusted interviewer, has to have a PR person present. This is fine if all they are doing is keeping track of what was said, housekeeping and politely reminding the spokesperson if they’ve missed something vital.

The second area, copy approval, is much more insidious, and is in the news this week with a media debate about an interview carried out for Saga Magazine by journalist Ginny Dougary with presenter Clare Balding. Dougary claims that Balding and her agent were given copy approval of the resulting piece, and inserted additional material and quotes within it, prompting her to ask for her name to be removed from the article. Balding insists that the Saga editor herself made the changes and that she did not have copy approval.

Whatever the real story behind what has predictably been dubbed the #SagaSaga, it does bring into the light the whole area of copy approval i.e. the subject of an interview being shown the draft article and being able to make changes to it. I’ve never worked in celebrity PR but I know that many interviews don’t take place without copy approval in place, even if it is just to ensure that the interviewee’s new book/play/cuddly toy/wedding get a mention, while certain areas are declared off-limits to questions.

What is insidious is that granting copy approval by its nature makes the resulting article less independent. Some of the most interesting interviews I’ve read have a tension or awkwardness between the subject and the journalist, which actually adds to the story and your understanding of the person involved. Copy approval means that interviews are more likely to be bland and on-message, controlled by the brand. There is a big difference between sharing an article for fact checking (which journalists I’ve worked with have done before when covering very technical subjects), and copy approval of the whole piece.

As Dougary points out, copy approval undermines independence. If people stop believing that what they read in properly researched, fact checked, mainstream media, then we are accelerating down the road to fake news at alarming speed. This case may be about a celebrity in a consumer magazine, but the principle is the same – the public need to be certain that the stories they see in the press are not controlled by the subject, and are unbiased. Otherwise, it does whittle away at the truth, harming the whole media industry and removing debate at a time when we need it most.

Photo By Keith Page (Claire Balding) [CC BY-SA 2.0 (https://creativecommons.org/licenses/by-sa/2.0)%5D, via Wikimedia Commons

October 4, 2017 Posted by | PR, Social Media | , , , , , , , , , , | Leave a comment

3 lessons for PR from the Bell Pottinger case

PR is again in the news for the wrong reasons, with agency Bell Pottinger in the public eye after running campaigns in South Africa that have stoked racial tension. There’s been plenty of analysis of the case itself, but in this blog I wanted to cover three wider issues it highlights:Bell Pottinger

1. A precarious business model
Essentially a PR agency has three assets – its people, its clients and its reputation. And all of these are very fragile. Except in the case of the most senior staff, employees will be on a maximum of three months notice, while clients are likely to be on a similar notice period. So you can lose your clients and staff extremely quickly, as Bell Pottinger has found with the likes of HSBC, Investec and Richemont leaving since the scandal has emerged. All that PR agencies have is their reputation – with the industry, with staff and with the media. Compromise that and you remove the foundation from the entire business, which is why Bell Pottinger has now had to put itself up for sale. I’d imagine that any buyer will either subsume the bits they want into a larger agency or rebrand quickly to salvage what they can from the wreckage.

2. Never become the story
As the likes of Sean Spicer have found out to their cost, it never pays to become the story yourself. PR people are there to communicate other people’s messages in a way that meets the needs of the audience and the client. It isn’t always easy to do, but you should never be higher profile than the organisation you are working for. In the whole Bell Pottinger case the work of the agency has actually deflected attention from the client itself – a company controlled by the South African Gupta family, and the fact that it signed off on the programme.

3. Be a consultant, not a yes man/woman
Someone within Bell Pottinger signed off on the campaign, despite the fact that using racially charged slogans and hashtags was obviously highly likely to cause offence. The concern is that to keep a lucrative, politically well-connected client, Bell Pottinger in South Africa turned a blind eye to the messages and tactics that were being used. That’s not being a responsible consultant – the whole point of using a PR agency is that they follow particular standards and should have the ability to say no if they disagree with a course of action. Bell Pottinger is not the first (or indeed the last) agency to involve themselves in dubious activities in support of potentially dubious aims, but the high profile nature of their work means they should have better understood the consequences of their actions.

Bell Pottinger employs 250 people, spread around the world and the vast majority have had nothing whatsoever to do with the campaign in South Africa. I feel very sorry for them as their personal reputation has been damaged, and many may well lose their jobs if the company is taken over by a rival. But the whole case illustrates the fact that PR agencies need to think carefully about the wider consequences of their work if they want to preserve their reputations, and therefore their survival.

 

September 6, 2017 Posted by | Marketing, PR | , , , , , , , , , , | 1 Comment

Why Royal PR should be a model for us all

A few weeks ago I talked about the breakdown of trust between the public and traditional institutions, be they the media, government or business. Yet arguably the most traditional institution of all – the British monarchy – is actually bucking the trend and engaging and resonating with the public more than ever. From the Queen visiting those affected by the Grenfell Tower fire to Princes William and Harry talking openly about mental illness, the Royals are increasingly seen as understanding, and empathising with, the mood of the country. This is in stark contrast to current political turmoil where the Prime Minister seems too scared to engage, while her cabinet squabbles around her. The Queen even seemingly managed to get a cheeky shot in about Brexit, wearing an EU blue hat with flowers resembling stars to open parliament.Queen Elizabeth

It is worth noting that it hasn’t always been like this. At the time of Princess Diana’s death the Royal family, particularly the Queen and Prince Philip, was seen as outdated and out of touch, hidebound by protocol and simply unable to understand the mood of the country and the wider world. That led to a major change around in how the Windsors approached PR, which has evolved into the machine that we see today, which is driven by four key factors:

1. Trust
We are in an age where there is a breakdown in trust, but that doesn’t mean that people don’t want to believe in someone or something. In fact, many are desperate to find somewhere to put their trust that isn’t going to let them down. The monarchy fills this space admirably, seen as working hard while taking the time to listen and engage with people’s concerns.

2. Range
The sheer size of the Royal family, and the number of generations it contains, mean that there are a range of characters and ages for different people to identify with. From the Queen and Prince Philip through Charles and Camilla down to Harry, William, Kate and their children there is someone for everyone to support, trust and relate to, dependent on their views and age.

3. Impartiality
I’m not comparing the Queen to Donald Trump, but in the same way that he has a multimillion dollar fortune to fall back on, so has she. That means she is seen as generally impartial, without an agenda or wider policies to push. I think many in the US see Trump in the same way, even if he definitely does have an agenda/ego driving his actions. This ability to be independent means the Queen is above politics and doesn’t get drawn into a blame game around events such as Grenfell.

4. Vulnerability
In the past the monarchy was seen as aloof and simply not affected by outside events. Since Diana’s death that has changed and it has opened up, demonstrating that the Royals are human too. The younger princes have discussed their mother’s death and the impact on their own mental health, while the continued illnesses of the Duke of Edinburgh has led to widespread sympathy for the Queen, who, after all, is 91 herself. We empathise with humans, and the Royal family continues to show that despite their wealth and power they are human too.

What lessons can communicators draw from this? I think the biggest is to take a long-term view. The reputation of the British monarchy was at an all-time low after the death of Diana, with many questioning their continued role. Rather than a knee-jerk reaction, the institution has changed how it operates, and in particular how it communicates, giving individuals more freedom to talk about the topics that they feel passionate about, all within an overarching framework that demonstrates empathy, authenticity and value for their audience. It may not be perfect, but other communicators looking to build genuine trust should see what they can learn from the Royal family’s success.

 

Photo Nasa/Bill Ingalls via Wikipedia http://www.nasa.gov/centers/goddard/news/topstory/2007/queen_egress_8.html

July 5, 2017 Posted by | Marketing, PR | , , , , , , , , , | Leave a comment

Why PR needs to turn around its reputation

13911715043_e32a972f78_zPublic relations has never had a higher profile, but not necessarily for positive reasons. Whether seen as aiming to control the image of celebrities, trying to keep corporate misdeeds out of the press or using political spin to get a particular message across, I’d say that public perception of the industry is actually worsening.

Given that PR people have always been focused on controlling the message why is the profession’s reputation deteriorating? I think there are three key reasons:

1. Chaos is growing
As I say PR is about portraying your company/client/celebrity in a positive light. The problem is that this revolves around people – and people are inherently random and chaotic. So PRs have to constantly balance on a tightrope, trying to plan and control the message in a world where things fall apart. The advent of social media has simply increased this chaos – it is easy for anyone to start a rumour or undermine your story through Twitter and Facebook. Witness the fact that just this week a fake Daily Mail front cover calling for Theresa May to resign went viral on social media, despite the fact that it was an obvious forgery shared by a Twitter user called Lying Tory Media.

PR people feel that they have to be constantly on their guard. And this naturally means that they focus on control and defence rather than positive engagement. After all, it is technically safer to turn down an interview opportunity, even with a high profile media outlet, if there is any risk of it going wrong. This isn’t a long-term strategy, but the speed of the communications landscape can mean people don’t have the time to think long-term.

2. Trust is diminishing
We’ve all seen the figures that show that people trust the organisations around them – be they politicians, the media, companies or other authority figures less and less. The latest Edelman Trust Barometer, which came out in January 2017, found that government was the least trusted institution in 14 countries, and CEO credibility had dropped to an all-time low of 37 percent. It wouldn’t surprise me if trust has fallen even further since then.

There is a widespread belief amongst many groups that the system has failed people and that the sheer pace of technological and social change is not benefiting everyone equally. This lack of trust means that PR people have to go the extra mile in order to build credibility with ever-more sceptical audiences. And again, it is easier to plan to be defensive – why risk Theresa May meeting real people on her election campaign when you can organise a backdrop of supporters to get your message across?

3. We’re becoming more tribal
I’ve mentioned this before, but populations are polarising into self-contained segments. If you live in a community that is made up of people like you, interact online with the same group and don’t talk to those with different views it is easy to build up a biased world view. Throughout history leaders have focused their tribes or countries by uniting them against an Other, whether that is a rival monarch, country or religion. A similar thing is happening now online, but generally without clear leaders, Donald Trump being an obvious exception.

PR people, particularly on the political side, are becoming focused on appealing to their segment – essentially they feel they don’t need to worry about the Other. Whatever they do opponents will criticise them, so why bother with trying to reach out to them? This does put some PRs on a slippery slope towards propaganda and fake news. No wonder that 73% of public relations professionals polled in a recent survey said that the current White House communications team is negatively impacting the industry’s public perception. But even here tribal loyalties seem to be in play – 15.1% of the sample identified themselves as conservatives, and a similar percentage (15.7%) said the White House comms team “is treated unfairly by the media”.

Public relations finds itself at a crossroads. On one hand the communications, writing and content distribution skills it is centred on have never been more important to business. Yet, the risk is that the sheer pace of change means they retreat into a defensive, safe mode that undermines their credibility. For everyone’s sake, now is the time for PR people to become more strategic, counselling clients to see the bigger picture in order to rebuild trust and unite their audiences for the greater good.

Image Jeff Eaton via Flickr https://flic.kr/p/nckbcV licensed under Creative Commons

June 21, 2017 Posted by | Marketing, PR, Social Media | , , , , , , , , , , | 4 Comments