There may be a war going on every day when you eat your toast and morning coffee.
As you open the pages of your newspaper and watch or listen to the news, you probably have no idea how the forces of public relations and journalism have collaborated and sometimes fought to bring you what is happening in the world.
Behind the news, who wins? Who loses? Who works hardest? You see the results every morning without noticing it.
So where does it all begin?
As early as 1926, the New York Times, found that on average, about 60% of all articles were from news releases.
A more recent example and closer to home, on May 10 the first three pages of the New Zealand Herald contained five PR generated stories out of eight.
From then, changes such as the development of technology and the internet have continued to increase the demand for the immediacy of news. With online newspapers, journalists have to work harder and faster to publish news as soon as it happens. Deadline pressure, dwindling newsrooms and round the clock bulletins make up an ever-growing news hole. Not surprisingly, PR becomes the conduit and ‘quick fix’ for journalists looking for prime sources and company spokespeople. They help the media better understand the issues that a company or individuals are trying to communicate in a short amount of time.
So why then are the PR practitioners the ‘bad guys’, ‘spin doctors’ or ‘flacks’?
Helen Sissons, who wrote the book Practical Journalism: How to write News (2006), summed up this attitude when she said “Public relations companies generate news releases as propaganda, not to help the poor overworked hacks.”
Ok, but is this true? Can’t the relationship be more of a marriage than a war?
It is really more akin to a symbiotic relationship where journalists and PR practitioners work together in close harmony and depend on each other. With the development of new technology and demand for more news, journalists and PR practitioners have a massive opportunity to collaborate to get the news to audiences and make a positive difference by giving people the news content they need. So rather than a war, why not use each other’s strengths and create, like a marriage, a partnership based on working together as a team and not opposing forces.
Then everyone, and especially the public reading their news with breakfast, wins.
Friday, May 14, 2010
Wednesday, March 10, 2010
When saying sorry is not enough
One of the first rules of good PR is “front up” – state the facts when things go wrong and apologise, instead of hiding unfavourable information that will eventually come out (and it always comes out!). We’ve seen this principle being heeded a lot recently, with several high profile figures saying sorry to an audience of national and international media scrums, some even shedding a few tears. But are these apologies genuine, or just strategies, excellently worded by the well paid PR staff standing in the background? And even if what is said is coming from the heart, is it enough or are actions needed to validate the words? We can find these answers in evaluating recent apologies.
The Telecom dramas continue as the communications giant battles ongoing XT network and other problems. Telecom has issued several apologies backed by compensation payouts, but there is still a call for greater visibility - we've seen Paul Reynolds but when is the board going to front up? So far Telecom has borne the blame, but recent media attention on Alcatel-Lucent’s involvement provides an opportunity for Telecom to share the load. Whether Telecom's reputation will survive the crisis is something that only time will tell.
Another ongoing case is Tiger Woods’ scandalous love life. The long-awaited sorry finally came and seemed genuine (although no questions please) in a exclusive press conference set to end the spotlight on the darker side of golf’s golden boy – until he finishes sex addiction rehab anyway. But no, there was more to come. An apology and sex addiction admission was appropriate, given the circumstances, and a stint in rehab demonstrated sincerity. However when one week later Tiger admitted to drug addiction allegations, the episode no longer seemed sincere. Maybe Tiger just likes rehab, but this latest confession has us wondering what's next in the pipeline for Mr Woods.
The tearful apology is always a good way to show sincerity, as displayed by two key figures lately. Firstly, Mr Toyoda of Toyota Motor Corp, who cried in front of international media, although the tears were more in gratitude for the loyalty of his staff than for the lives allegedly taken by Toyota's faults. Still, the apology that followed was heartfelt and most importantly, was supported by plans for change. Like Telecom, this is an apology to be judged by the ongoing actions of the organisation.
The second set of tears was in relation to the tragic death of Georgian Olympian Nodar Kumaritashvili. International Luge Federation Secretary General Svein Romstad’s speech was touching and about as appropriate as an internationally mediated statement responding to an unexpected and unnecessary death can be. But the issue lies more in the release of the accident footage. Fronting up is always a good thing, but can it be taken too far? Maybe the Olympic broadcasting service felt a responsibility to show the moment when the fastest ever luge track went horribly wrong, but the international outcry at the screening of the death proved that respect for the individual comes before public viewing rights in such a case. The video was pulled from CTV and most international broadcasters and copyright laws ensured its immediate removal from You Tube.
While an apology is never judged to be perfect, it is clear that when it comes to PR, honesty is definitely the best policy. What’s done to put things right in the aftermath of the crisis is what really counts.
The Telecom dramas continue as the communications giant battles ongoing XT network and other problems. Telecom has issued several apologies backed by compensation payouts, but there is still a call for greater visibility - we've seen Paul Reynolds but when is the board going to front up? So far Telecom has borne the blame, but recent media attention on Alcatel-Lucent’s involvement provides an opportunity for Telecom to share the load. Whether Telecom's reputation will survive the crisis is something that only time will tell.
Another ongoing case is Tiger Woods’ scandalous love life. The long-awaited sorry finally came and seemed genuine (although no questions please) in a exclusive press conference set to end the spotlight on the darker side of golf’s golden boy – until he finishes sex addiction rehab anyway. But no, there was more to come. An apology and sex addiction admission was appropriate, given the circumstances, and a stint in rehab demonstrated sincerity. However when one week later Tiger admitted to drug addiction allegations, the episode no longer seemed sincere. Maybe Tiger just likes rehab, but this latest confession has us wondering what's next in the pipeline for Mr Woods.
The tearful apology is always a good way to show sincerity, as displayed by two key figures lately. Firstly, Mr Toyoda of Toyota Motor Corp, who cried in front of international media, although the tears were more in gratitude for the loyalty of his staff than for the lives allegedly taken by Toyota's faults. Still, the apology that followed was heartfelt and most importantly, was supported by plans for change. Like Telecom, this is an apology to be judged by the ongoing actions of the organisation.
The second set of tears was in relation to the tragic death of Georgian Olympian Nodar Kumaritashvili. International Luge Federation Secretary General Svein Romstad’s speech was touching and about as appropriate as an internationally mediated statement responding to an unexpected and unnecessary death can be. But the issue lies more in the release of the accident footage. Fronting up is always a good thing, but can it be taken too far? Maybe the Olympic broadcasting service felt a responsibility to show the moment when the fastest ever luge track went horribly wrong, but the international outcry at the screening of the death proved that respect for the individual comes before public viewing rights in such a case. The video was pulled from CTV and most international broadcasters and copyright laws ensured its immediate removal from You Tube.
While an apology is never judged to be perfect, it is clear that when it comes to PR, honesty is definitely the best policy. What’s done to put things right in the aftermath of the crisis is what really counts.
Monday, February 22, 2010
How to Communicate Climate Change
After all the hype surrounding the Copenhagen climate convention and John Key's last-minute attendance, little has happened to affect the public or show any definite signs of change. So what then was the point of this meeting and what has it achieved? The convention resulted in the Copenhagen Accord (http://unfccc.int/resource/docs/2009/cop15/eng/l07.pdf).
Fifty-five countries, making up 80% of the world's greenhouse gas emissions, have pledged goals for their efforts in the matter.
The Accord outlines goals as part of the aim to stabilise greenhouse gas concentration in the atmosphere - a seemingly worthwhile cause given this has been identified as one of the obvious outcomes of pollution and causes for Climate Change. But is this cause for celebration?
Maybe not, as the Accord is not a legally binding document - rather it is "politically-binding". The strength, or weakness, of this term was summed up by noted PR practitioner, blogger and climate change expert, Kevin Grandia: "With all the long hours I've been putting into to covering these climate talks, I'm sure my wife is wishing our marriage was a politically binding agreement, as opposed to a legal one". Nevertheless some world leaders are speaking out in support of the Accord. On February 1, 2010, the NZ Minister of Climate Change Nick Smith called the Accord a "constructive step forward" which closely echoed a similarly supportive statement from Gordon Brown at 10 Downing Street.
So it seems for the moment that Copenhagen stands only as a symbol of a political agreement with little influence or action to motivate those that really matter - the mass of world public opinion. What then can PR do to communicate more clearly the reasons for understanding or supporting the convention?
This is difficult because Climate Change is inextricably based on scientific reasoning and like all good science there are reports on both sides of the debate. This debate hasn't been helped by a recent article suggesting that ExxonMobil has been funding anti-climate change think-tanks - http://www.nzherald.co.nz/world/news/article.cfm?c_id=2&objectid=10624726. In addition the public has also been scared by the prospect raised by critics, of the cost to consumers if governments enact climate change legisation such as the NZ Government's Emission Trading Scheme (ETS).
No wonder climate change remains controversial and the general doubt or disinterest will remain as long as there is a plethora of divided opinion. This is where the UN, in conjunction with world governments and the private sector, needs to take a much more definitive and concerted role in consistently communicating the positive effects of tackling climate change in ways that do not confuse or shock the public, but rather inform and encourage. PR plays a vital role in issuing the call to action on a global, national, regional and individual level.
It will not be science alone that will convince the public to support the Accord and initiatives such as the ETS - it is the job of professional communicators to inspire change through making scientific data more accessible and showing how many companies and people are already making practical changes, from using sustainable energy such as biofuels, to recyclable packaging, to public transport.
PR practitioners need not to convince their audience just of the strength of the Accord or even the validity of climate change; rather they only need to communicate the desire for change through real examples.
Fifty-five countries, making up 80% of the world's greenhouse gas emissions, have pledged goals for their efforts in the matter.
The Accord outlines goals as part of the aim to stabilise greenhouse gas concentration in the atmosphere - a seemingly worthwhile cause given this has been identified as one of the obvious outcomes of pollution and causes for Climate Change. But is this cause for celebration?
Maybe not, as the Accord is not a legally binding document - rather it is "politically-binding". The strength, or weakness, of this term was summed up by noted PR practitioner, blogger and climate change expert, Kevin Grandia: "With all the long hours I've been putting into to covering these climate talks, I'm sure my wife is wishing our marriage was a politically binding agreement, as opposed to a legal one". Nevertheless some world leaders are speaking out in support of the Accord. On February 1, 2010, the NZ Minister of Climate Change Nick Smith called the Accord a "constructive step forward" which closely echoed a similarly supportive statement from Gordon Brown at 10 Downing Street.
So it seems for the moment that Copenhagen stands only as a symbol of a political agreement with little influence or action to motivate those that really matter - the mass of world public opinion. What then can PR do to communicate more clearly the reasons for understanding or supporting the convention?
This is difficult because Climate Change is inextricably based on scientific reasoning and like all good science there are reports on both sides of the debate. This debate hasn't been helped by a recent article suggesting that ExxonMobil has been funding anti-climate change think-tanks - http://www.nzherald.co.nz/world/news/article.cfm?c_id=2&objectid=10624726. In addition the public has also been scared by the prospect raised by critics, of the cost to consumers if governments enact climate change legisation such as the NZ Government's Emission Trading Scheme (ETS).
No wonder climate change remains controversial and the general doubt or disinterest will remain as long as there is a plethora of divided opinion. This is where the UN, in conjunction with world governments and the private sector, needs to take a much more definitive and concerted role in consistently communicating the positive effects of tackling climate change in ways that do not confuse or shock the public, but rather inform and encourage. PR plays a vital role in issuing the call to action on a global, national, regional and individual level.
It will not be science alone that will convince the public to support the Accord and initiatives such as the ETS - it is the job of professional communicators to inspire change through making scientific data more accessible and showing how many companies and people are already making practical changes, from using sustainable energy such as biofuels, to recyclable packaging, to public transport.
PR practitioners need not to convince their audience just of the strength of the Accord or even the validity of climate change; rather they only need to communicate the desire for change through real examples.
Friday, February 19, 2010
Crisis Communications
Gone are the days when companies could respond to a crisis situation in time for television or newspaper deadlines. The rise of social media has seen several new channels added to stakeholder communications and they have already been tested by major NZ companies this year. One example is Vector’s response to customer’s affected by Transpower’s system fault which led to a blackout in much of Auckland. Vector’s website received thousands of hits in the first few hours of the outage, proving the popularity of online channels for fast information. But the event that stands out as 2010’s first catastrophic crisis, and most media-covered response, is without a doubt Telecom’s XT network crash which left thousands unable to use their mobile phones, even to call emergency services. Issues like these call for fast and effective communication to respond to the questions and demands of customers, shareholders, journalists and bloggers.
Given the speed of the internet in broadcasting news, and the immediate spread of this news across social networking sites like Twitter and Facebook, companies need to communicate instantaneously across several mediums. Traditional channels are still vital to provide further information but it is online media that is key for breaking news. While it is important for companies to communicate using TV and radio it is equally as important to “tweet” the information for the online audience, post online real-time updates on the corporate website and speak to online fan and consumer groups. This platform has increased the pressure and demand for a quick company response but is also incredibly valuable for agency or in-house practitioners dealing with a crisis. The capabilities of Twitter were displayed in Telecom’s use of the channel throughout its XT crisis, responding immediately to the initial crash as well as posting updates and apologies from the CEO. Online media allow organisations to target specific audiences and broadcasts facts during the time when rumours are only starting to emerge – dealing with the original crisis immediately as opposed to its amplified version on the six o’clock news.
The ability of the online audience to gain huge amounts of information at the click of a button means companies need to supply insightful information instead of a statement which skilfully avoids the facts using colourful jargon. Organisations are no longer able to use a “one size fits all” crisis management strategy, instead responding with a unique approach to each issue. Considering all this, practitioners need to be able to offer insight into the customer’s field as well as an understanding of both traditional and new media to respond effectively in crisis. The way a company responds to a crisis either credits or further damages its reputation – the loss of which could cost more than any compensation payout.
Given the speed of the internet in broadcasting news, and the immediate spread of this news across social networking sites like Twitter and Facebook, companies need to communicate instantaneously across several mediums. Traditional channels are still vital to provide further information but it is online media that is key for breaking news. While it is important for companies to communicate using TV and radio it is equally as important to “tweet” the information for the online audience, post online real-time updates on the corporate website and speak to online fan and consumer groups. This platform has increased the pressure and demand for a quick company response but is also incredibly valuable for agency or in-house practitioners dealing with a crisis. The capabilities of Twitter were displayed in Telecom’s use of the channel throughout its XT crisis, responding immediately to the initial crash as well as posting updates and apologies from the CEO. Online media allow organisations to target specific audiences and broadcasts facts during the time when rumours are only starting to emerge – dealing with the original crisis immediately as opposed to its amplified version on the six o’clock news.
The ability of the online audience to gain huge amounts of information at the click of a button means companies need to supply insightful information instead of a statement which skilfully avoids the facts using colourful jargon. Organisations are no longer able to use a “one size fits all” crisis management strategy, instead responding with a unique approach to each issue. Considering all this, practitioners need to be able to offer insight into the customer’s field as well as an understanding of both traditional and new media to respond effectively in crisis. The way a company responds to a crisis either credits or further damages its reputation – the loss of which could cost more than any compensation payout.
Saturday, October 10, 2009
Leading journalist and writer joins Auckland PR firm
AWARD WINNING JOURNALIST GERALDINE JOHNS JOINS JML COMMUNICATIONS
JML Communications is delighted to announce the appointment of Geraldine Johns as a senior consultant.
Geraldine has a wealth of journalism experience. For 10 years Geraldine worked at the New Zealand Herald as a medical and political reporter, and as chief reporter. Included in this period was a stint as a Fulbright fellow with the Baltimore Sun.
Geraldine’s appointment will add additional strengths to the team and expand the range of PR services offered to include the food and beverage sector. Geraldine has superb knowledge of New Zealand cuisine and wine as both a food editor and restaurant reviewer. Geraldine was the foundation restaurant reviewer for the New Zealand Herald’s Viva magazine. Over the years Geraldine has also looked after the food and restaurant review columns for Metro Magazine, the Sunday Star Times and Sunday Magazine, and more recently been a contributor to Bon Appetit and Cuisine Magazine, and feature writer for Heritage, Next and NZ Home magazines.
Geraldine will also provide senior communications counsel, having been a senior staff writer with the Sunday Star Times. There she covered both news and feature stories, as well as profiles, with her specialty areas being crime, politics and health. In addition, Geraldine has vast media knowledge and contacts from being a television reviewer for Nine to Noon and researcher for BBC World, Greenstone Pictures, Third Party Productions and Screentime Television. JML is delighted that Geraldine has joined us and she will be a welcome addition to the JML team and its clients.
JML Communications is delighted to announce the appointment of Geraldine Johns as a senior consultant.
Geraldine has a wealth of journalism experience. For 10 years Geraldine worked at the New Zealand Herald as a medical and political reporter, and as chief reporter. Included in this period was a stint as a Fulbright fellow with the Baltimore Sun.
Geraldine’s appointment will add additional strengths to the team and expand the range of PR services offered to include the food and beverage sector. Geraldine has superb knowledge of New Zealand cuisine and wine as both a food editor and restaurant reviewer. Geraldine was the foundation restaurant reviewer for the New Zealand Herald’s Viva magazine. Over the years Geraldine has also looked after the food and restaurant review columns for Metro Magazine, the Sunday Star Times and Sunday Magazine, and more recently been a contributor to Bon Appetit and Cuisine Magazine, and feature writer for Heritage, Next and NZ Home magazines.
Geraldine will also provide senior communications counsel, having been a senior staff writer with the Sunday Star Times. There she covered both news and feature stories, as well as profiles, with her specialty areas being crime, politics and health. In addition, Geraldine has vast media knowledge and contacts from being a television reviewer for Nine to Noon and researcher for BBC World, Greenstone Pictures, Third Party Productions and Screentime Television. JML is delighted that Geraldine has joined us and she will be a welcome addition to the JML team and its clients.
Wednesday, October 7, 2009
Digital Now New Zealand (www.digitalnownz.co.nz.)
The event was an overwhelming success with 270 attendees from leading companies, such as Air New Zealand, and a range of speakers who highlighted the important ways that marketers can use digital and social networking tools in the rapidly changing media landscape.
The quality of the speakers at DNNZ was superb including Justin Baird, Google’s Innovationist, who illustrated the importance of the Engagement Framework so that people are moving from a transformational framework of creating to actually nurturing ideas.
The convergence of brand and reputation is having a big impact on trust, as consumers now have the power themselves to create, distribute, and moderate all types of content in what is now an uncontrollable marketing environment. Not surprisingly, online retailers through to hotels now let their customers review their products and services.
As an example of how quickly things have changed, in the course of a few years we have now seen the rise of blogs not only as means to communicate, but also as trusted places where people get their news and base their opinions. Social networking sites such as facebook and twitter have become the new accepted ‘norm’ for connecting with friends, as well as a way to reach audiences in a personal way.
Nearly 80% of NetGeners under 28 regularly visit blogs, the most popular way to create and share content.
Corporate blogs are increasingly a tool that is being used and can humanise and help organisations address issues and consumer questions head on (i.e. by-passing the media) – these are more interesting than corporate websites, which won’t necessarily have a human voice.
Blogs are decentralising influence as the Net Generation speaks out – sources of power are being altered and the balance of power is being shifted away from more traditional sources. Not surprisingly, friends are more important than movie reviewers.
If you would like to know how to control your brand online please contact Julien Leys at JML Communications.
Messages for marketers using digital media
TVNZ
Social sites catch 90 percent of Kiwi web users
NZ Herald
Digital Media the way forward for Kiwi businesses
National Business Review
Speakers say it’s time to utilise digital realm
IT Brief
The quality of the speakers at DNNZ was superb including Justin Baird, Google’s Innovationist, who illustrated the importance of the Engagement Framework so that people are moving from a transformational framework of creating to actually nurturing ideas.
The convergence of brand and reputation is having a big impact on trust, as consumers now have the power themselves to create, distribute, and moderate all types of content in what is now an uncontrollable marketing environment. Not surprisingly, online retailers through to hotels now let their customers review their products and services.
As an example of how quickly things have changed, in the course of a few years we have now seen the rise of blogs not only as means to communicate, but also as trusted places where people get their news and base their opinions. Social networking sites such as facebook and twitter have become the new accepted ‘norm’ for connecting with friends, as well as a way to reach audiences in a personal way.
Nearly 80% of NetGeners under 28 regularly visit blogs, the most popular way to create and share content.
Corporate blogs are increasingly a tool that is being used and can humanise and help organisations address issues and consumer questions head on (i.e. by-passing the media) – these are more interesting than corporate websites, which won’t necessarily have a human voice.
Blogs are decentralising influence as the Net Generation speaks out – sources of power are being altered and the balance of power is being shifted away from more traditional sources. Not surprisingly, friends are more important than movie reviewers.
If you would like to know how to control your brand online please contact Julien Leys at JML Communications.
Messages for marketers using digital media
TVNZ
Social sites catch 90 percent of Kiwi web users
NZ Herald
Digital Media the way forward for Kiwi businesses
National Business Review
Speakers say it’s time to utilise digital realm
IT Brief
Thursday, August 27, 2009
DNNZ 09 Forum
The Digital Now New Zealand (DNNZ) ‘09 forum [www.digitalnownz.co.nz] at Sky City on Tuesday September 22 will look at how the online space is being transformed by digital technology, interactive media and collaboration. The essence of building brands is now about learning to let go rather than tightly controlling marketing messages. DNNZ will examine the tools and strategies at the heart of the collaborative digital arena. Today’s marketers and PR professionals need to harness the value of well-placed connections and maximise the value from ‘stakeholder webs’ and other online communities as commerce shifts from marketplace to marketspace.
Put together by Google, JML Communications (an affiliate of Hill & Knowlton), Y&R, G2, TNS and Research International DNNZ ’09 will help marketers and anyone involved in the digital space get the latest understanding and thoughts on the rapid change occurring in the digital landscape.
Please see www.digitalnownz.co.nz for more information.
Put together by Google, JML Communications (an affiliate of Hill & Knowlton), Y&R, G2, TNS and Research International DNNZ ’09 will help marketers and anyone involved in the digital space get the latest understanding and thoughts on the rapid change occurring in the digital landscape.
Please see www.digitalnownz.co.nz for more information.
Subscribe to:
Posts (Atom)