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PR and the role of the enemy

Theresa May stood up at the Lord Mayor’s banquet at London’s Guildhall on Monday evening and accused Russia of seeking to weaponise information: using fake stories and photo-shopped images to sow discord in the west. She added meddling in elections and hacking the Danish Ministry of Defence, the Bundestag and others to the list of inappropriate international activities. The full speech is here.

PR and the role of the enemy: case study

 

PR and the role of the enemy

Theresa May pictured with Vladimir Putin in 2016. Now she accuses him of trying to destabilise western democracies.

Now, I have been going on, in private, about Russia’s likely meddling in both the Brexit referendum and the last UK general election for a considerable period of time. I am not close to power so I have no proof but there is enough evidence out there to make me deeply suspicious. But no one was talking about it: until now.

I was extremely thrilled last week when I saw the cover of that excellent round up of the week’s news The Week.

PR and the role of the enemy

And I am pleased that the Prime Minister of the day is now raising the alarm about the likely, sinister action of Russia; using social media (and particularly social media bots), fake news and other tactics to destabilise western democracies.

But I am deeply suspicious about the timing of Mrs. May’s sudden apparent interest in this.

PM criticises Russia, but why now?

The information about suspected Russian meddling has been around for months if not more. It is true the press were writing more about it this month but there was no major new information. It seems Edward Lucas of the Times brought it into the mainstream (sadly this article is behind The Times paywall). I wonder if it just popped into his head or whether someone in Whitehall sowed the seed.

The question is, why is Mrs May speaking about this now?

Well as a cynic, I would answer that it is because the government needs an enemy to unite us. One that is not anything to do with our negotiating partners in the Brexit talks. And here we have it: President Putin and the threat to the international order. As a political or PR tactic it is as old as the hills. Here is an article in Psychology Today that explores this very issue.

Headlines about Russia’s meddling are ‘manna from heaven’ for an embattled Prime Minister who has on her hands rumbling sex scandals, the Paradise Papers, stalled Brexit talks and forced cabinet reshuffles due to amateur empire building by the former Minister for the Department of International Development. And that is before we get to the Boris and Gove double act. My guess is that the Russia section of the speech was suggested or developed by Robbie Gibb ( who I blogged about back in July) to give Mrs. May a few benign headlines. And it certainly worked.

 

 

 

 

 

LinkedIn

5 reasons why LinkedIn is a ‘must’ for PR people

We at The Media Coach love LinkedIn. As a social media specialist, I keep across all the main channels and firmly believe that today – for the PR world – LinkedIn has huge potential but is often underused. It is widely known as a place to put your CV, or as the Facebook of the business world, but it’s so much more than that. As a PR professional if you are not really using this valuable social networking platform you are missing a trick.

Here’s why.

LinkedIn

5 reasons PR professionals should use LinkedIn

  1. You can find crucial contacts and have an ‘in’, a reason to introduce yourself via your existing network of contacts who validate your experience.

One of the hardest things about the PR world is being able to find the right contacts. Top of the list for this is of course journalists. You can’t hope to have strong relationships with every journalist, especially when you start working with a new client or in a new sector. LinkedIn gives you the potential to ‘know someone that can’, to get introductions. It can also put you in front of potential clients and help you find the next job. It’s the best networking you can do from the comfort of your own chair.

  1. This is the best place to build credibility and make it visible. Shout about your news or share articles and people who don’t know you very well, feel that they do.

We always need to let people know about our successes. By posting yours or your clients’ stories on LinkedIn they can be shared with a lot of people. If you join targeted groups you can share to an even bigger number; without relying on the mainstream media it can reach thousands of professionals. This also gives you an opportunity, as an individual, to position yourself as an expert in your field of PR and an expert in the industry that your client is in. But remember to apply judgment; you don’t want to give away too much to the competition.

  1. You can write as much as you like about yourself and in doing so make yourself a searchable commodity. This is way beyond posting a CV.

Unlike many other portals, LinkedIn gives you the opportunity to really elaborate on who you are and what you do. Most of the boxes on your profile give all the space you want. You can explain in detail what your expertise is and you can explain what type of clients you would like to work for. All of this detail is searchable, so LinkedIn helps to make you a saleable commodity that can be found by the search engines. Recommendations are visible and easy to find for anyone who wants to know more about you.

  1. Keep up to date and learn new things.

We all suffer from information overload but this is a great source for learning more from experts and influencers in your field or that of your clients. Influencers are clearly signposted with the LinkedIn influencer badge and you can get noticed by joining in their conversations by adding and responding to comments on their articles. The LinkedIn news flow encourages short, sharp and succinct content that is easily digestible, so if you follow the right people and join the right groups you can stay up to date with the latest news and trends in your field.

  1. Helps you find the next job, as long as your profile is up to date!

PRs work in a very transient industry. At some point you will be ready to move on. LinkedIn is one of the best ways to get that new post and develop your career path. We know that the best jobs often come via recommendation but LinkedIn’s searchable system helps you to effectively recommend yourself. If your profile ticks their boxes, people and companies will come to you. Some of my best and most lucrative jobs have come from LinkedIn. With the right references and the right connections companies and those desirable positions can easily start finding you.

There are more reasons why this is the best professional networking system for PR professionals but if these five reasons don’t get you started on your LinkedIn journey, nothing will.

LinkedIn downsides that you should be aware of

Just in case you think this is an advert for LinkedIn, there are some downsides.

First and foremost you have to understand the importance of searchable terms, this is the common sense bit of search engine optimization. Your profile needs to include phrases that potential employers or lucrative contacts are actually likely to search for. We are all having to learn to write this way and SEO applies to LinkedIn just as much as a blog.

Secondly, LinkedIn often changes its formatting. A constant complaint is that buttons move and functions have been hidden in a new place.

Thirdly, it has become a victim of its own success as a lot of the quality and informative posts are now being lost in the noise of low-value content. Just like Facebook’s ‘noise’ if you have a lot of connections you will have to wade through a lot of uninteresting posts before you get to the useful nuggets of information.

Finally, it can be a challenge to reach that one person you really want to reach without paying. You may be able to see them but not be able to message them. There are ways around it, the six degrees of separation principle of LinkedIn can work, as you may have a connection who can introduce you but otherwise you may have to pay to use InMail. This can be frustrating.

LinkedIn

We provide bespoke social media training courses.

Overall, the free version of LinkedIn is a great tool. If you want to know more about how to use LinkedIn for your organisation we can build a training course around your particular needs. We provide very bespoke social media training around all aspects including Twitter and LinkedIn. Just book in a call with us.

Photo one supplied by Pixabay
Photo two supplied by Flickr

 

professional communicators

8 tips for professional communicators

Professional communicators, whether writing or speaking, need to remember these basic rules to ensure what they say is remembered by the audience.

A client asked me at lunch the other day to just give her the top 5 things we say when trying to help people communicate better. I couldn’t stop at 5 and ended up with 8 but this is what I said.

1. Speak in simple language

This is the key universal challenge. It is the one thing high-powered professionals struggle with most. But it is essential to work out how to tell your story in layman’s language.

professional communicators

“If you can’t explain it to a six year old, you don’t understand it yourself.” – Albert Einstein

2. Be tangible

This is the advanced version of keeping it simple. It is much easier for people to understand and remember what you are talking about if you explain it in words that create a picture in people’s minds. Here are a few examples:

Rather than ‘access to financial services’ – say ‘open a bank account, take out a loan etc’.

Rather than ‘leveraging our resources’ – say ‘using the people, the money and the knowledge we have to do more …’.

Rather than ‘influencing health outcomes in a population of lactating women’ – say ‘improving the health of breastfeeding mums in a way that can be measured from month to month’.

3. Use metaphors, similes and analogies

All professional communicators will use metaphors, similes and analogies. Here are a few that have stuck in my mind over the years:

professional communicators

Economist Andy Haldane once delivered a speech about banking regulation entitled ‘The dog and the frisbee’.

In 2012 the economist and regulator, Andy Haldane, delivered a speech entitled ‘The dog and the frisbee’. He was drawing a comparison between catching a frisbee and preventing a financial crisis: his takeaway message was that writing down heaps of detailed regulation will not help anyone prevent a crisis. Here is a snippet:

Catching a frisbee is difficult. Doing so successfully requires the catcher to weigh a complex array of physical and atmospheric factors, among them wind speed and frisbee rotation. Were a physicist to write down frisbee-catching as an optimal control problem, they would need to understand and apply Newton’s Law of Gravity. Yet despite this complexity, catching a frisbee is remarkably common. Casual empiricism reveals that it is not an activity only undertaken by those with a Doctorate in physics. It is a task that an average dog can master. Indeed some, such as border collies, are better at frisbee-catching than humans. …
Catching a crisis, like catching a frisbee, is difficult. Doing so requires the regulator to weigh a complex array of financial and psychological factors, among them innovation and risk appetite. Were an economist to write down crisis-catching as an optimal control problem, they would probably have to ask a physicist for help.

And here are a couple of shorter ones:

Love is like the wind, you can’t see it but you can feel it.
– Nicholas Sparks, A Walk to Remember

We delight in the beauty of the butterfly, but rarely admit the changes it has gone through to achieve that beauty.
– Maya Angelou

Life is like riding a bicycle. To keep your balance, you must keep moving.
– Albert Einstein

4. Throw in well-rehearsed hard evidence

I have a simplistic approach to this. For the media, three numbers make an argument. When I was on the board of the National Association for Gifted Children* we used something like this:

On a normal distribution curve of intelligence, the top 3% of children can be considered gifted. That is three in every hundred, which means there are more than 10 gifted children in your local primary school. If you, as a teacher or a mum, do not know who they are – it’s because they’re hiding.

Notice that in this case it is not three different numbers but the same number stated in three different ways.

[*NAGC has now changed its name to Potential Plus]

professional communicators

Jeremy Hunt will often line-up detailed numbers when explaining the challenges faced by the NHS.

You can often list your key numbers. Here is a passage from a speech by Jeremy Hunt UK Health Minister :

We have not stood still: compared to six years ago, our remarkable professionals are treating 1,400 more mental health patients every day, 2,500 more A & E patients within 4 hours every day, doing 4,400 more operations every day, 16,000 more diagnostic tests every day and 26,000 more outpatient appointments every single day.

This is the sort of paragraph, familiar to professional communicators, that is the filling in the sandwich between the first articulation of an argument and the second – as in the technique Point-Evidence-Point.

In a speech, you can include more numbers but too many and the audience gets bored. For an interview stick to three or four, neither you or the audience will remember more.

5. Tell stories

Stories, anecdotes, examples or case studies are by far the most memorable elements of any communication. Our brains are hard-wired to remember stories over facts. We have blogged about this extensively already, for example here and here.

6. Make sure what you are saying is interesting and credible

Sounds obvious doesn’t it but you would be surprised. In both presentations and interviews, even professional communicators will say things they know sound stupid but feel it is expected of them by their company or organisation. Never turn off your own judgment.

7. Have a clear argument

If you are a professional communicator you will know that you have to check and check again that your argument is crystal clear.

8. Craft then rehearse all the above

Your presentations and your messages for any interview should be rehearsed aloud. There is no substitute. Think you don’t have time? I can assure you it will be quicker to edit, improve, commit to memory and correct if you say it aloud.

If you would like help with your messages The Media Coach can facilitate bespoke message-building sessions for your organisation.

 

All images from Pixabay.

Do journalists matter

Media strategy: Do journalists matter?

Do journalists matter in this age of social media? President Trump seems to relish a public bust up and you could argue it is not doing his popularity ratings any harm.

Trump relishes a public bust-up

Indeed, amongst his supporters, it seems to actually enhance his popularity.  And there appears to be no end to his willingness to let his frustrations show as illustrated by his ongoing feuds with CNN, the New York Times, the BBC and the list goes on….

There is an argument that with the rise in influence of social media, mainstream journalists are now almost irrelevant to a successful media strategy? Some even argue mainstream media is dead.

Media strategy: Corbyn gave priority to social media

In the UK, the recent election also provides evidence that the mainstream media have lost their influence. Since he became leader of the Labour Party, Jeremy Corbyn faced hostility, even derision, from much of the traditional media. Whether by choice or necessity he placed his faith in the power of social media.

And that faith paid off – with a much better result in the election than virtually anyone predicted. (Though still winning more than 50 seats fewer than the Conservative Party.) All a long way from The Sun newspaper’s gloating headline after the 1992 election: “It’s the Sun wot won it”.

Can you now drop traditional media from your PR strategy?

So does it matter if companies and organisations antagonise journalists they don’t like?

I would argue that that would be a risky strategy.

Firstly, a recent study by Reuters concluded that mainstream media stories are the lifeblood of topical social media conversations in the UK. Social media amplifies mainstream media even if it sometimes eclipses it.

Secondly, politics is a very different environment to the corporate/business world. Trump and Corbyn have built their personas on being outsiders – there to challenge the system.  There are very few companies or organisations who can pull this off successfully over years and years.

And that is the key difference between business and politics: the need to build – and maintain – a much longer-term reputation. Warren Buffet has frequently warned employees: “lose money for the firm and I will be understanding. Lose a shred of reputation for the firm and I will be ruthless.”

Do journalists matter

Warren Buffett has always stressed company reputation takes years to build and moments to destroy.

Here are two contrasting examples which show the positive advantage of “playing the game” with journalists and the perils of not doing so:

Richard Branson has for years had a good relationship with journalists and has made himself available for interviews, both on his businesses and as an industry expert. And his companies’ reputations have emerged relatively unscathed despite being caught up in crises such as the price-fixing scandal with BA and the West Coast Train crash in 2007.

In the world of sport, as a result of what Tiger Woods felt was an unfavourable interview early in his career, he virtually shunned all contact with journalists, apart from what he was contractually obligated to do at tournaments. And for much of his career he was untouchable, based on his performances on the course. However, when the scandals hit, journalists took great pleasure in settling scores and indulging in a large slice of schadenfreude.

Do journalists matter

Tiger Woods avoided talking to journalists wherever possible. Some say, when things went wrong, he paid a heavy price for denying them earlier access.

Building relationships with journalists takes time. It never guarantees you will be immune from criticism but it does mean you have ‘credit in the bank’ and will get a hearing when things go wrong.

Other people’s thoughts on this:

A TechCrunch blog from February this year

The Guardian’s take

The Guardian again after the Manchester terror attack

And for the long read here is a Reuters report on disruption of mainstream media by social media. They seem to suggest more of a coming together with social media amplifying stories from the mainstream at least in the UK.

  1. Mainstream media and the distribution of news in the age of social discovery
Political gaffes: Don’t show your briefs

Political gaffes: Don’t show your briefs

Don’t show your briefs, Jeremy! The Health Secretary’s recent gaffe highlights the importance of preparing briefing documents but not sharing them with the world!

Political gaffes: Don’t show your briefs

What is it with Government ministers and briefing papers?

Why is it on the (often short) walk between Number 10 and ministerial car, or Government department and meeting venue, they let the content of papers – regularly carried unprotected under the arm – become visible to all and sundry?

Especially when the ‘sundry’ concerned is press photographers with long-range lenses, easily capable of picking up the contents of A4 sheets of paper with words in a standard 12-font.

The latest in a long line of MPs to allow this to happen was Health Secretary Jeremy Hunt, who was snapped earlier this week holding notes he and his team had prepared on Brexit. One italicized line, in particular, stood out: ‘Hard Brexit means people fleeing UK’. Whilst Jeremy Hunt campaigned to remain in the European Union, it’s hard to believe that this was his own view – particularly as leaving the single market and customs union is official Government policy.

Preparation is good

I am going to make a small leap here but I am pretty sure this was a briefing document containing examples of criticism or tough questions Hunt might hear from opponents in the Chamber of Commons. What is written underneath will be his prepared response – what we at The Media Coach call ‘reactive lines.’

These are an essential for Ministers but also an important part of planning for a media interview. They ensure the interviewee is fully prepared for the type of difficult questions, which he or she might be asked, and will have practiced answering them when it comes to the interview itself.

It is not just about the questions

Of course, as highlighted earlier in Lindsay’s blog – your focus in a media interview should not be solely on questions you expect the media to ask. Such an approach leaves you on the back-foot, only ever responding to the enquirer, rather than proactively making statements reflecting the point of view that you are trying to get across. Anyway, the truth is that no amount of preparation can guarantee to predict every possible stance the media may choose to take – from the unintentionally irrelevant to the unexpectedly left-field.

Helping spokespeople and their PR teams craft the ‘reactive lines’ and stress test them is very much part of what we do in any event-focussed media training. It is usually a lot easier than people realise and there are many tried and tested formulas for answers to tricky questions.

In short, Q&A documents have their place. Indeed, they are an essential part of an effective media strategy. However, preparing messages and knowing how to land them is even more important. But don’t let the written evidence of your preparations go on show to the outside world.

Some links

Here are a couple of relevant links for further reading

What is a Q and A document – useful how to for PR novices.

Another take on how to write key messages (but our message house system is much more comprehensive than this!)

A list of journalist common question types

 

Don’t just answer the question

Media Training Basics: Don’t just answer the question

Imagine this ridiculous scene: You go to a doctor with some slightly worrying set of symptoms in the hope that he or she can reassure you or at least throw some light on what ails you. However, on this particular day your doctor refuses to do anything but answer questions. She (let’s say) has a huge wealth of medical knowledge that would be very useful to you but she refuses to share it unless you ask the right question. Ridiculous I hear you say. No one would behave like that!

Don’t just answer the question

But actually, this is exactly what most novice interviewees do in a media interview. They just answer the question.

Don’t just answer the question: know what you are there to say

In our book, media interviews should never be about just answering questions. You should arrive at the microphone or in front of the journalist knowing what you are there to say. This is absolutely not to say you should ignore the journalists’ questions. That is really annoying for both the journalist and any audience.

Of course, it is clear to all PR professionals that working out what the interviewee is there to say is not so straight forward.

Don’t just answer the question

Why knowing what to say is not so simple

Firstly, if the identified senior business executive spends most of his life talking to colleagues or fellow professionals, he will likely assume knowledge that a general audience doesn’t have and use jargon and technical language that is inappropriate.

Second, he will almost always forget to fill in the context. It is another version of assuming knowledge. One of my training colleagues likes to say ‘don’t forget to state the blooming obvious’.

Thirdly, in business, if you talk to a general audience about making money you are not going to get a good hearing. In the UK making money, whilst necessary, is thought to be a rather grubby activity.

And actually, it is probably not the important point. In fact, most business people spend most of their time worrying about doing a good job for their customers, they only think about costs and margins when talking to the boss. The problem is, if they treat the journalist as they would a grilling from the boss they will come across as hard-hearted and grasping rather than on the side of the angels. (There is an exception to this for financial and investment media who think making money is good. As we all know you have to tailor the message.)

Be credible

So, any spokesperson has to be helped to build a narrative that tells the story that needs to be told. That story needs to be rehearsed so they show up at an interview knowing what they are there to say. If they don’t they will just answer the questions.

And then they must be able to take the opportunity opened by a journalists question to land a message – but do this in a credible way. Credibility and likeability are the holy grail here.

Don’t just answer the question

Who does not have this ability?

• Theresa May. She ignores questions and lands her message without credibility.
• Donald Trump. He usually has no message and makes up a new one in response to the question. Alternatively, he trots out some tired platitude such as ‘Making America great again’ which works for him it seems but is not a strategy we endorse.
• Most Friday Boss participants on Radio 4’s Today programme. They rarely get beyond answering the question.

Who does have this ability?

• David Davis. Generally brilliant at answering the question but then moving to what he wants to say.
•  John McDonnell. Also brilliant these days in the toughest of interviews.
• Nigel Farage. You don’t have to agree with anything he says to know he is an excellent political communicator.
•  Nick Clegg. Continues to impress despite the tide of history turning against him.
• From the business community, Sir Martin Sorrell is always a prepared and credible interviewee.

We think most media trainers – our competitors – just prove how difficult media interviews can be. We constantly work with our clients to help them identify the messages and then codify them in a way that can be easily remembered in the interview.

If you watch or hear examples of bad (or brilliant) interviews do let us know. We are always looking for examples to use in our training.

Election and other bits and bobs

Election and other bits and bobs

It’s election time –  unexpectedly – in the UK. This gives those of us that follow public communications lots to think about and discuss. Instead of our usual article I decided to just share a few things I have been thinking about:

Just to restate a basic – this blog is apolitical. I comment on communication style, skills and lessons. Not on who people should vote for.

Watching Corbyn’s election communication style

Having become something of a lame duck leader Jeremy Corbyn gave a rather good first speech of the campaign last week. You can both watch and read it here. He has since spoken in Scotland and been interviewed on Andrew Marr and he looked relaxed and reasonably happy. Somewhat more in control than he was at the start of his leadership. He could still learn a thing or to from us about controlling interviews. 

Election and other bits and bobs

Someone pointed out to me that Corbyn is looking as if he is going to follow Trump and the Brexit referendum Leave campaign and concentrate on big picture assertions and ignore the detail: Shout loudly about ‘enemies of the people’, threaten big business, Philip Green etc. and avoid the complexities of reality. It has worked for others.

Blair steps into the fray with a confused message

Former Prime Minister Tony Blair – in my view normally a brilliant communicator– stepped into the campaign with a very confused message in an interview on BBC Radio 4. What he was probably saying was vote liberal or vote tactically but it was not clear. I know he was trying to avoid the wrong headlines but he needs to rehire Alistair Campbell.

Theresa May loses key comms personnel

And a final observation about the UK election this week: we note the departure of two key people from Theresa May’s PR team as explained here in the FT. Katie Perrior Downing Street Director of Communications resigned immediately after the election was called, while Lizzie Loudon, the Prime Ministers personal press secretary announced her resignation last Friday. This is a significant change and it will be interesting to see if May’s buttoned-up ice-maiden style changes.

French elections fascinate

We are also watching with fascination the French Presidential election. Not much to say about this today yet but more (from Laura in Brussels) in the near future. But we did notice this article in the FT which suggests politics is all about style over substance.

Election and other bits and bobs

Airline apology: how it should be done

In other news, there was this snippet you may have missed about an unfortunate incident on an American Airlines flight. Clearly, there were echoes of the United Airlines story of earlier in the month but this time the apology was swift and apparently unmuddied by ambiguity.

Lucy Kellaway shares her embarrassing public speaking experience

I am a dyed in the wool Lucy Kellaway fan, she is always an entertaining read. Assuming you have a subscription to the FT, this column from her is about how she got over confident and did a bad speech. It is worth a couple of minutes if only to remind ourselves it can happen to any of us. I did something very similar many years ago. Pride comes before a fall!

And finally…we make the news (in Estonia)

And finally, Laura Shields the Brussels Director of Media Coach International Ltd made the media herself in Estonia. The Environment minister there blogged about his training with her – including posting pictures –  and it was picked up by a prominent online news site. If you can read Estonian you will find it here. We suspect google translate doesn’t do it justice.

Laura Estonia Environment Minister

 

Photos used under creative commons licence, Wikimedia etc.

when offence goes viral composite

When Offence Goes Viral: What can PR do?

Whether or if offence goes viral is one of the really unpredictable bits of PR.  We saw a couple of high profile examples of ‘offence taken’ in the last week.

Offence goes viral

When Offence Goes Viral: This Week’s Tally

The National Trust managed to ‘offend’ the nation (or some of it) by dropping the word Easter from its annual Egg Hunt. Previously called the Great Easter Egg Trail, it is  this year the Great British Egg Hunt.

The next example of offence comes from across the Atlantic, where Pepsi put out an advertisement that took images (or imagery) from a Black Lives Matter movement demonstration and used them as part of an advert suggesting that all people needed to live together in harmony, was a can of fizzy drink. They quickly apologised and withdrew the advert.

A few days earlier Ken Livingston got himself into hot water again, this time by saying that, in 1933, Hitler’s government supported Zionism. This caused him to be suspended from the party a few days later. In this case the offence was completely predictable. Livingston, who has a lifetime’s experience of the British media knew exactly what he was doing and did it anyway. 

Offence goes viral

There are a few things to say about these incidents.

Offence is not always predictable, there is an element of luck

First there is an element of luck or bad luck about something said or done in public going viral. Once it has happened, lots of people will claim it was obvious, inevitable and predictable that there would be an outcry. But in my view lots of things are said and done that should cause outcry and don’t. The pick-up is pretty random.

Sometimes ‘outrage’ is manufactured by someone with something to gain. In the case of the missing word ‘Easter’ I am suspicious. If the Archbishop of York, Dr. John Sentamu, a charismatic and much-loved Church leader, hadn’t chosen to be offended, I rather think no one else would have noticed. I have no idea whether this was cynical manufactured outrage to get publicity for the Church at an important time of the year (and remind us of the religious story behind the Easter Public Holiday) or whether the Archbishop was genuinely outraged and felt something had to be said.

[Some have been surprised the Prime Minister Theresa May was prepared to step firmly into the fray and voice her opinion as ‘a vicar’s daughter’ but I am not. This would have been judged by someone as a safe and fluffy thing to be outraged about, rather similar to John Major talking about not enough places to have a pee on the motorway. It gets good publicity with very low risk.]

Pepsi advert objections could be cynical

The Pepsi case is more likely to be cynical. If you watch the advert, which is half way down the New York Times report linked to here, you would have to be a pretty close observer to even spot the Black Lives Matter connection. However, even as a supporter of the campaign, I can observe that it was certainly worth rallying the troops against the Pepsi advert. The move generated lots of publicity for the cause and by calling for a boycott, increased the sense of community and ability to contribute to the campaign. It gave a focus for that eagerly sought after ‘call to action’.

Ken Livingston is Ken Livingston, some will say he hates being out of the limelight and, every now and then, he needs to either be outraged himself or outrage others to prove he is still alive. I am less cynical about Livingston. He believes what he believes and is fearless about saying it. He learnt a long time ago that there was little point to softening his radical views for public consumption. I suspect he is immune to others disapproval.

When Offence goes Viral: What are the Options

Let’s turn to the PR takeaways. What do you do if you, your spokesperson, or organisation causes outrage by mistake? Well in my view the options are pretty simple.

The big decision to make is do you want to fight or explain –  or do you want to take the path that gives you as little publicity as possible.

Here are my options in the first category:

  • Tough it out and explain at length until it is no longer newsworthy. The downside of this is you will generate lots of copy and search engine results in the process.
  • Apologise at length and explain on the airwaves and in the newspapers. Again the downside of this is that it generates lots of coverage that will forever link the original offence with the person or organisation. This was the Ken Livingston approach. 
  • Claim loudly and often that the offensive remark was taken out of context and it was all the media’s fault. (My least favourite option.)
  • Claim someone else is making mileage out of an incident that does not really cause anyone else offence. Again, the danger in this is that you create a ‘them and us’ version of the narrative which the media will run with. You may end up with a lot more coverage than you started with.

And if you want the minimum of publicity:

  • Tough it out and explain as little as possible – a simple statement perhaps – and hope it goes away. This seems to be the choice the National Trust took 
  • Apologise with a statement. Again hope it goes away.
  • Claim you or the spokesperson misspoke (and apologise).
  • Make amends by withdrawing the comment, the advert or making a donation to charity etc. This was the tack Pepsi plumped for. 

Of course, if your PR minders spotted a potential land mine and stopped you stepping on it in the first place, then please – give them a pay rise.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

PR Basics

PR Basics: Don’t overpromise  

PR basics include a rule that you don’t promise something you may not be able to deliver. If there was one outstanding headline from last week’s UK budget it was that the Tories had broken a promise not to raise National Insurance. Chancellor, Philip Hammond announced in the budget on Wednesday measures that included a tax rise for the self-employed despite the previous manifesto promise not to do so.

PR Basics, Philip Hammond

UK Chancellor Philip Hammond is said to have broken a manifesto promise not to increase National Insurance

According to the Guardian newspaper: ‘The Conservative party’s 2015 manifesto was unequivocal, promising four times that a Tory government would not increase National Insurance. It did not mention the self-employed and offered future chancellors no wriggle room.’

PR Basics: Avoid public U-turns if possible

For us, the PR Rule broken here is don’t say something that you might later have to backtrack on.

If we want another hugely damaging example from politics we have only to remember the Liberal Democrats 2010 manifesto promise to scrap tuition fees. This was an election promise made before they found themselves in a coalition with a Tory party.  Personally, I feel that makes a material difference but the electorate is much less forgiving and the tuition fees broken promise seems to have ruined the career of Nick Clegg, one of the most able politicians of his generation. Not to mention wiping out the LibDem presence in the House of Commons. 

PR Basics

Even incorrect forecasting can be damaging. During the Brexit debate in the UK, those who argued the markets would ‘punish’ the UK if Vote Leave were to win, have since been publically lambasted because their predictions did not (fully) materialise. The public often does not make the distinction between a forecast – a best guess about the future – and a firm warning of what might happen. (My mother constantly rails against the weather forecast, which she says is ‘always wrong’. No amount of me pointing out it is a ‘forecast’ and not a promise makes any difference. These people are ‘misleading’ her.)

PR Basics: Avoid any ‘hostage to fortune’ 

Businesses too can fall foul of overpromising. Way back when, I clearly remember the, to me, avoidable pressure on the Chief Executive (later Chairman) of Rentokil who had overpromised. Sir Clive Thompson was always described as the ‘self-styled Mr. 20%’. I am not sure who used the phrase first but Sir Clive was certainly not unhappy with it. He delivered something like 20% growth in Rentokil profits every year for 13 years! But when in 1999 he moved to lower the target investors took their revenge. Even as a journalist I thought Sir Clive crazy to set this near impossible target for himself. He was ‘kicked upstairs’ to Chairman and finally ousted in 2004, apparently for ‘being too obsessed with meeting short-term targets’.  It seemed he could not detach himself from the Mr. 20% label.

It is something we come across often in training. Enthusiastic executives of course have a vision they are working toward. But while talking in broad brush strokes is fine, often it does not do to share the detail of that vision with journalists. The media just love to write that people or companies have ‘missed’ their target, done a U-turn or a flip-flop.

PR Basics

Executives are often tempted to overpromise in an interview

 PR Basics: Highfalutin promises can cause negative headlines 

Good PR people always caution against this. They know that being too clear about targets or making highfalutin promises can often cause negative headlines further down the line. Here is an incomplete list of mundane things we would advise against being too definite about.

  • There will be no further job losses. Who knows there might have to be?
  • We are expecting 20% growth in sales/profits etc. You might be confident but such a public prediction turns a 10% increase into a failure.
  • We want to be number one in the market within two years. Better to say one of the leading players in the market.
  • We expect to be profitable by Q4 2018. This is a difficult one because it is the sort of information you have to share with investors and therefore it may already be in the public domain. My advice would be not to lie if asked outright – stupid if it’s already published – but if possible not draw attention to it in media interviews, and if asked be cautious about it rather than bullish. If it is a major important element of a story that won’t help but hubris is easy to spot and may lead to mischief from the journalist. All in all, this would be more of a judgment call and our advice would depend on what else you have to say.
  • Margins are set to rise to 25%. Here again being vague is the standard. Unless they are published in your annual accounts you may be best to avoid talk of margins. Again you may have an internal forecast but is there really any benefit to being specific?

PR Basics: There are always exceptions

As with all rules, there are exceptions. I have taken part in discussions where CEO’s or other senior bods have weighed up the pros and cons of a ‘hostage to fortune’ pledge and decided to take the risk  – because the benefits outweighed the possible costs.  That is sensible and their prerogative.

Often our role is to bolster the PR advice and ensure ‘enthusiastic’ interviewees don’t make casual public promises or forecasts without understanding this basic rule of PR: avoid a hostage to fortune comment unless there is a very good reason not to.

Don’t forget, if we can help you prepare your spokespeople for a public announcement – results, product launch or a new direction – give us a call 020 7099 2212 to discuss the options.

Photo used under Creative Commons Licence

Martin Schulz Image

Power of the Personal: How a Great Story can shape a Political Campaign

The power of the personal story can shape a campaign and a political career. Skim any article about Martin Schulz, the Socialist challenger giving Angela Merkel a run for her money ahead of Germany’s federal elections in September, and you will almost certainly learn four things about his life before he became a politician.

Power of the personal story

  • Schulz played football so well during his childhood in West Germany that he was tipped for a professional career.
  • A knee injury put an end to these ambitions.
  • As a result he fell into depression and alcoholism.
  • He overcame both, stayed sober and worked in the same bookshop until he became an MEP in 1994.

Martin Schulz Image

Sticky details form a political narrative

Taken in sequence these kinds of ‘sticky’ details form a political narrative that is used to imply character and grit, often in the face of adversity or under-privileged origins. Journalists frequently adopt it as a shorthand for explaining motivation but skilled campaigners are also masters of their own personal story.

As Gavin Esler notes in his book Lessons from the Top; the three universal stories that all successful leaders tell’, everyone who runs successfully for public or commercial office tells a version of a ‘Where I’m from’ story as a way of creating a quick connection and instilling trust among their target audience or voters.

This is the reason why most of us know that Angela Merkel and Theresa May are both vicars’ daughters or, that Sadiq Khan, London’s first Muslim Mayor is the son of a bus driver.  In Barack Obama’s case, we had two full autobiographies and a barnstorming speech to the 2004 Democratic Convention to ram home the point that the first term Senator from Illinois was simultaneously the embodiment of the American success story and the change the country needed.

Strong personal stories also hit audiences in the gut*, which is one of the reasons they often survive contact with facts that present the protagonist in a contradictory or unfavourable light. This partially explains why George W Bush, despite being a Yale graduate from a political dynasty, was able to use his folksy charm and cowboy hat to convince enough Americans that he was less blue-blooded and more down to earth than both Al Gore and John Kerry.

[*If you have read Don’t be Such a Scientist you will be familiar with Randy Olson’s core theme that cerebral communication is less effective than communication that hits people in the heart or the gut. If you haven’t read this and you are in comms, please catch up.]

Outsider bonus

In the absence of an authentic personal story, a fabricated ‘outsider’ one can often do just as well. In the US and France, Donald Trump and Marine Le Pen’s supporters have been able to overlook their privileged backgrounds, often outlandish behaviour and criminal investigations (in the case of Le Pen) because they have consistently and successfully portrayed themselves as anti-establishment types willing to take on a political elite that is actively conspiring against them.

The Power of the Personal Marine_Le_Pen

Le Pen portrays herself as anti-establishment

And it’s interesting to note that Marine Le Pen’s main (for the moment), presidential competitor Emmanuel Macron, himself a former investment banker and Economy Minister, has also styled himself as an ‘outsider-change’ candidate in the mould of a young Tony Blair or Barack Obama, even though his CV would suggest he’s anything but.

Which brings us back to Schulz.  While no one doubts his authenticity or political credentials, his absence from the German political scene for the last 23 years means he is able to combine experience with a genuine outsider status into a convincing change story.

Judging from his reception at the polls, it’s working.