Revolutionary Measures

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

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June 21, 2017 Posted by | Marketing, PR, Social Media | , , , , , , , , , , | 3 Comments

Can you make your PR campaign strong and stable? 4 communication lessons from the General Election

 

With well under a month to the General Election the parties various communication strategies are becoming clearer. As I said in a previous blog, this won’t be a social media election, but that isn’t stopping politicians from adopting new techniques to reach voters. The aim is to control the message, and drum it into the electorate, even if that means repeating ‘strong and stable leadership’ ad nauseum.https://commons.wikimedia.org/wiki/File%3APolling_station_6_may_2010.jpg

There are four key tactics that are emerging – and could serve as PR lessons for other communicators:

1.Go for the low hanging fruit
Essentially politicians are trying to duck the tough questions – although in the case of Diane Abbott she seems to be succeeding in making easy questions difficult. That means Theresa May popping up on The One Show, along with her husband, to discuss such key facts as who takes the bins out, while at the same time saying she won’t take part in a TV leadership debate. Instead, she’ll appear alongside Jeremy Corbyn, but not in a head to head.

While it is difficult for businesspeople to follow this strategy to the letter and duck tough media appearances, it should serve as a blueprint for showing your human side if you want to demonstrate that you are just a normal person, with interests and passions beyond your job.

2. Go where the audience is
It isn’t an election that will be won or lost on social media, but that doesn’t mean the channels can’t be used to get the message out there. The Prime Minister took part in a Facebook Live event with ITV News, essentially reaching an audience in the easiest manner for them. In reality there’s no difference between Facebook Live and a televised phone-in – as proved by Jeremy Corbyn trying to hijack the event by sending in a question himself. It is simply a question of going where the audience is – something that chief executives should also bear in mind.

3. Exploit the system
Once an election is declared, impartiality rules kick in for broadcasters. Covering TV and radio (down to community stations), they mean that no one party should be favoured, personal political preferences shouldn’t be aired by presenters and due weight is given to the larger parties. What this means in practice is that over the course of a bulletin, all major parties must receive airtime – and it must be presented in an unbiased manner. Hence the huge amount of effort put into campaigning in front of the camera, with politicians criss-crossing the country to launch manifestos and policies. In contrast, newspapers are free to add as much comment as they like, making politicians much warier of them.

Again, I’m not suggesting that PR people try and break the rules when it comes to getting their clients in front of the media, but understanding how different types of media work is vital to providing them with a story that works for them, and their audience.

4. Prepare and leave nothing to chance
The biggest lesson for all PR people from this election is the importance of preparation and planning. In terms of the Conservatives every appearance is carefully stage-managed, even down to allegedly shutting reporters in a room when Mrs May did a factory visit so they couldn’t film her and bussing in activists to serve as the audience in community centre visits. This level of planning doesn’t quite extend to Labour. As well as Diane Abbott’s series of car-crash interviews, the party manifesto was leaked with Jeremy Corbyn subsequently pulling out of launching its poster campaign to deal with the issue. And his driver then accidentally ran over a BBC cameraman’s foot.

You shouldn’t follow the Conservative strategy to the letter, and indeed being too polished can be detrimental to your message. However ensuring you have set detailed objectives, have the right messages, plan how you are going to deliver them and are fully prepared is more likely to project the image you want to be known for, rather than seeming to be continually running to catch up. As the election unfolds, expect to hear the words “strong and stable” a lot more………………

Photo by secretlondon123 (originally posted to Flickr as Polling station) [CC BY-SA 2.0 (http://creativecommons.org/licenses/by-sa/2.0)%5D, via Wikimedia Commons

May 17, 2017 Posted by | Marketing, PR, Social Media | , , , , , , | 2 Comments

Why this won’t be the social media election

The last year saw massive political change, with an outsider elected to the White House and the Brexit vote in the UK. Social media played a huge part in both of these decisions, with Donald Trump building and communicating with his voter base using Twitter, and Facebook (and other channels) being used to spread real and fake election/referendum news.
256px-Jeremy_Corbyn

Given the impact of social media on politics, will June’s vote be the first election that relies on Facebook, Twitter and YouTube to reach and convince the electorate? After all, preparation time is short before polling day, impacting on the creation and dissemination of physical materials, such as posters and leaflets, while Prime Minister Theresa May has said she won’t appear in a televised leadership debate, cutting off a popular way of connecting with voters.

However, despite the popularity of social media there are two reasons it won’t change people’s minds:

1. It is an echo chamber
Generally people follow their family and friends on social media, which leads to a self-selection of the tweets and messages that they see. As was shown by the Brexit vote, Remainers tended to see their timelines full of pro-Remain tweets, leading to a false sense of security about the overall outcome. What people like Trump have done is create a following/brand before going into politics – something that ‘normal’ politicians don’t have the luxury to do.

2. Likes don’t mean votes
Jeremy Corbyn has 841,000 followers on Twitter (double that of his party) while Theresa May has just 209,000, with the Labour leader much more active on social media. But that doesn’t translate into votes. Latest opinion polls put the Conservatives at least 20 points ahead of Labour, and while pollsters have been wrong before, the figures seem to reflect general sentiment. Additionally, social media followers may be ineligible to vote or concentrated in specific constituencies, which mean that their ability to make a difference is diminished.

Instead of focusing on how it can win elections, party PRs should instead by looking at three ways social media can help them amplify their message and meet the needs of a short, fast-paced campaign:

1. Spread the word to the committed
Following the Brexit referendum and the last general election, we’re now facing our third nationwide poll in three years. There is a danger that even the most committed voters will switch off. Social media can reach this audience and focus on the importance of them turning out on the day, or even lending their time to get more actively involved in the campaign.

2. Get news into the mainstream
Pretty much every political journalist and commentator is on social media, meaning that as a channel to reach them Twitter, in particular, is unrivalled. By using it to raise issues and highlight stories PRs will be hoping social media can move them into mainstream TV, radio and newspapers where they can affect wavering voters.

3. Use the tools
Social media provides a set of normally free, easy to use tools that are extremely powerful to any political movement looking to organise itself. While an election campaign is certainly not the Arab Spring, there are real lessons that political parties can learn here. Communicate instantly with thousands of activists through Twitter, share video and audio and use sites such as Dropbox to upload and distribute materials. These tools tend to be faster and more seamless than old style email, telephone and post – but parties must bear in mind that they are much more of a democratic channel. Anyone can share anything at any time, rather than following top-down orders. Consequently expect at least one candidate to become embroiled in a scandal about misusing social media during the election and to claim that their account was ‘hacked.’

While social media won’t win or lose the election it does change how campaigning is carried out, and provides the ability for parties and candidates to operate faster – vital in the six or so weeks until polling day. Just don’t expect it to elect the next Donald Trump…………..

April 26, 2017 Posted by | Creative, Marketing, PR, Uncategorized | , , , , , , , , , | Leave a comment

Turning an Easter egg into a marketing crisis

In today’s climate, it isn’t easy being a mainstream politician. At a time when populists are gaining ground across the world, from Spain and France to the White House, the danger is that traditional parties are seen as out of touch and unreflective of popular opinion. In the UK, the memory of the parliamentary expenses scandal, where one MP claimed for a duck house for his country estate and for having his moat cleaned, are still fresh in many people’s minds.

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By Donar Reiskoffer (Own work) [GFDL (http://www.gnu.org/copyleft/fdl.html) or CC BY 3.0 (http://creativecommons.org/licenses/by/3.0)%5D, via Wikimedia Commons

No wonder that politicians think they should get themselves involved in low level debates that burnish their populist credentials. Witness David Cameron claiming to love Cornish pasties – but then being caught out when quizzed on when and where he last bought one.

Now Theresa May has got herself involved in the furore over Cadbury and the National Trust dropping the word ‘Easter’ from the title of their chocolate egg hunts. What were previously called ‘Easter Egg Trails’ at 300 National Trust properties are now being referred to as ‘Cadbury’s Great British Egg Hunt’. Interviewed by ITV News while on a trade mission to Saudi Arabia, she described the omission as “absolutely ridiculous. I don’t know what they are thinking about frankly.”

Personally what I think is ‘absolutely ridiculous’ is the current Prime Minister, who is dealing with Brexit, the biggest change in the country’s position in the world since World War II, spending her time criticising how organisations market themselves and their products. Clearly, someone in Cadbury’s marketing department has had the bright idea of trying to link to either the mood of nationalism or more likely, the Great British Bake-off, and removed the word ‘Easter’ to make space in the title. Easter is mentioned plenty of times elsewhere in promotional material for the events, so they felt that they had all their bases covered.

However, this does demonstrate the potential dangers to brands and their marketing campaigns. Thanks to social media we seem to live in a particularly touchy time, with people quick to jump to conclusions and complain, with issues snowballing as more and more people Like or Retweet them. It then becomes a story that politicians feel they have to become involved in. So what can brands do?

1          Check everything
Marketers need to balance new ideas and being creative with an eye on potential repercussions. The danger is that you worry so much about the tiniest chance of offending someone that you become too scared to actually do anything. So strike a balance – run new ideas past your wider team and test them with your target audiences before going ahead. At least that way you’ll pick up major issues before launching a campaign.

2          Be prepared
As I’ve said in previous blogs, the risk of a reputational crisis is there for every brand. Things go wrong in even the best run company due to the speed and complexity of business today. So make sure you have a crisis plan that is ready to swing into action when necessary. But don’t use a sledgehammer to crack a nut – adopt a proportional response to an issue, rather than rushing your CEO onto the Today Programme at the merest hint of trouble.

3          Be engaged and keep listening
The best way to avoid lasting damage to your brand is for it to be strong in the first place. If you don’t have a good reputation people are likely to be harsher critics when there are issues. Witness TalkTalk’s drubbing when it suffered a cyber attack – it was already seen as a company that was not particularly customer-centric, so had no real brand capital to fall back on. Cadbury is in a similar, but slightly stronger position – since it was bought by US multinational Kraft Foods and then spun off into the Mondelez confectionery conglomerate, it has been seen as ‘not really British’. Therefore it is not given the benefit of the doubt when a story like this comes up.

Personally, I think the whole Cadbury story is a storm in an Easter egg cup that will blow over and won’t either damage the brand or the number of people who turn out for the egg hunts over the holiday period. However, its prominence, and the involvement of politicians, shows that marketers need to be prepared for even the most innocuous activity to turn into a crisis overnight.

 

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