When it comes to dealing with the media, spokespersons do handle most for larger companies and in most companies few devote time/funds for training management and leadership to handle the media.
But, in today’s information environment, where the public and stakeholders demand increased accountability, especially of those industries who ‘fly close to the wind’ (finance, petrochem, automotive, aviation, defence, utilities, pharma etc – where (a) there are utter public reliance, safety, wellbeing aspects and (b) if things go wrong they have the potential to go very wrong) – trotting out the spokesperson has its limits – as BP, Toyota, the Prudential, British Airways, most banks over the last eighteen months etc, will prove. Spokespersons are utterly invaluable in the day-to-day dealings with the media, but most know that using the ‘big guns’ or subject matter experts (SMEs) is a necessity in maintaining a fresh, credible and mature relationship with the media.
Further, media relations do not exist in a vacuum. Any successful organization integrates its communication functions – PR, advertising, marketing – and has strong buy-in from leadership who provide sound guidance and fully appreciate that communications have the ability to contribute to organizational goals way beyond the mere promotion of products or services. As such communication management, and thereby media relations, is a crucial aspect of organizational development (as the widely respected Grunig ‘Excellence’ Model of Effective Organizations attest – straight out of organizational theory (systems)), just as communications has found its way into the dominant coalition of corporate boardrooms over the last decade or so. Some have learnt that media handling is not and should not be a bolt-on.
Just as successful companies will invest huge amounts of effort in market research, R&D, branding, advertising and marketing, the lean and mean, the aggressive winners in the marketplace should not skimp on PR and media relations. And part of the latter involves having key personnel, not just the spokespersons, prepared and able to handle the media. If it comes to a battle for reputation, it will most likely be fought in the glare of the camera, and the arsenal must be ready, otherwise getting into the ring with experienced journalists will be a painful and damaging experience.
The notion that ‘the spokesperson will deal with it’ is folly as has been shown time and time again – management at the very least need to be engaged in the media process and prepared, if necessary, to engage directly with the media. Further, if in crisis, a media interview can be a brutal event, both personally and for the organization. By not preparing anyone for such, any HR department can be seen as neglecting its duty in training its staff for their duties and responsibilities.
Of course, not all organizations, will find themselves in the media spotlight (although the potential is always there) and may not consider media training a high priority – a reasonable judgement call. But, many, many companies can quickly be under the microscope and media engagement can become, rapidly, very critical to the future fortunes of a company, especially during a crisis. By this time it may be too late to consider training.
Those caught in a media storm can then reflect on the fact that hindsight is a wonderful thing.
The bottom line is that while it may take years to build a good reputation, it can be shattered in hours through the media, and relying solely on the spokesperson(s) to save the day on their lonesome or wielding unprepared and untrained senior staff and SMEs, is asking for trouble.
We noticed Rohit Bhargava’s list of the Top 15 Marketing & Social Media Trends To Watch In 2011 – some interesting concepts, a few of which we’d like to point to, considering their possibilities within communications campaigns. The main list covers:
- Approachable Celebrity
- Desperate Simplification
- Essential Integration
- Rise of Curation
- Visualized Data
- Crowdsourced Innovation
- Instant PR & Customer Service
- App-fication of the Web
- Reimagining Charity
- Employees As Heroes
- Brutal Transparency
- Addictive Randomness
- Culting Of Retail
Let’s take a few an expand:
Desperate simplification – Data overload is increasingly hampering any coherent and strong messaging as we are all bombarded with information on several platforms. People will congregate around those tools which give them a degree of control of this deluge and provide simplification. Such platforms will be the iPad (and the myriad of apps), tumblr, animoto, amazon, and maybe quora.
Essential integration – With this almost limitless number of platforms, the holy grail will increasingly become integration of campaigns, often screwed up my departmental infighting, agencies working to subtly different objectives and downright laziness or lack of creativity. Last year’s viral phenomena of the Old Spice Guy worked not only because of its creative content but die to its seamless integration and placement across different platforms.
Content Curation – Increasingly aggregators or curators, such as paper.li, are becoming seen as effective filters and hubs for information centred upon a campaign, product or idea. These can act as effectively draw the audience, as a trusted and simple source.
Addictive randomness: Ever found yourself just clicking to see what’s next – addicted to the random nature of internet available information? The phenomena is not researched but there’s something there. How can it be used to push the boundaries of a campaign? The American Red Cross provides a great example
Brutal transparency – Many lessons have been learned throughout several corporate crises over 2010. One is a more proactive approach to issue management in which painfully a honest approach to negativity is seen to outweigh the costs of reactive efforts after the event. Rohit cites the Domino Pizza and Southwest Airlines campaigns to raise themselves above the others in this regard. The whole idea is an advance on our mantra of ‘Get dirty early’.
This is just a smattering – things are moving at a blistering pace. Keep up now!
What a Kafuffle (old English word) Wikileaks has caused. Governments are moaning and getting quite aggressive, activists are up in arms and getting quite aggressive, the media are stoking it up and getting more excited than aggressive – all wonderful stuff. People are taking sides and the noise of opinion, dissent, anger and outrage is pumped up to maximum volume. But regardless of whether Wikileaks is a good thing or not, whether Julian Assange et al are the new media Messiahs or Cyber-Satans, the whole notion of what Wikileaks represents and the impact of this new ‘cost-effective political action’ is worthwhile pondering.
Is the phenomena anything new? The capability to issue confidential information to a global audience – leak – has been gathering pace since the internet became a mainstream interactive information platform, or Web 2.0. Wikileaks itself is in fifth year and had garnered over one million documents within its first year. And as a phenomenon, the are other organisations akin to Wikileaks such as the Chaos Computer Club, The Bureau of Investigative Journalism and more recently openleaks and tradeleaks. Being an information guerilla is suddenly all the rage. But that’s the thing – it’s not new, it’s just become fashionable and has gained prominence in the mind of the public, despite being a fundamental part of the developing networked world. To those in smeared or embarrassed governments who have been shocked and surprised by this phenomenon, the question must be asked, where have you been for the last few years? And where they, and many of us, have been, to paraphrase BBC’s Bill Thompson, is ‘calling forth the network age, whilst carrying on in our daily lives as if nothing has really changed’. Wikileaks and all it entails is a fundamental and immutable fact of life in the 21st century information environment – that’s just the way it is going to be, rightly or wrongly. And alongside that will come a general recognition that information, whilst always a powerful tool, has become a lot easier to wield to massive effect, not only by governments and corporate behemoths but by the common man, sometimes called the ‘Whistleblower’.
Alongside this potential information tsunami, is the issue of privacy. What the Wikileaks phenomenon is doing for secrecy and privacy of diplomatic information (and let’s not forget also of corporate information) may have repercussions on personal privacy and our view of it. Facebook, wifi networks, internet purchasing, personal databases, google streetview etc have come under scrutiny regarding the breaching of personal privacy. If mighty governments cannot protect really important classified stuff what hope for me and my bank details? Undoubtedly many computer security consultants are already licking the lips in preparation for cyber-fortresses to be built to protect information. Despite the fact that it is a human being, not a machine at the core of leaking, via the internet or otherwise, will general concern generate universal measures over time which will drive the information environment back to the 1980s? Remember when there was no wifi, no USB memory sticks, no internet in workplaces, you still bought stuff using real money not electronic transfer? Are we heading back that way?
Perhaps not completely, but there will be no doubt some sizeable shifts as the potent mix of wikileakmania and IT security bubbles up. And then there’s cyber-warfare. The Chinese are often accused of being a menace in cyber-space, or the Russians when they close down It infrastructures of tiny Baltic states. Yet the activist backlash against suppression of Wikileaks – attacking Paypal, Visa etc – has highlighted another potent threat, one spawned and aided by a positive internet-age outcome: collaborative networking. Through collaboration, focussed around a passionate cause, a mighty army of computer-literate operatives, from Delhi to Dallas, can present a cyber-threat that maybe even the Chinese may baulk at. This may be slightly far-fetched but does indicate that cyber-conflict is not the preserve of governments or the occasional lone-wolf hacker and powerful counterinsurgencies have the potential to cause huge effect not only in cyber-space but on our daily lives.
The stuff that is being released by Wikileaks is undoubtedly of interest and in some cases has strategic significance, but is not necessarily all that shocking. What may be more of a shock is where the consequences of the Wikileaks phenomenon takes us.
A few weeks ago Jeremy Hunt, the UK coalition government’s Culture Secretary, unveiled new plans for media provision in the UK. “We need to do something to stimulate investment in new media services that give a proper voice to local people,” he told BBC Radio 4’s Today Programme. He is seeking to encourage commercial public service broadcasters (PSBs) including BBC, ITV and Channel 4 to back a new generation of local TV and online services by making the provision of local sevices a condition of their licences.
There have been many moans and groans from several quarters, not least the PSBs themselves over the viability of these grand plans. Indeed it is proably internet TV, not digital terrestrial television, that is most promising in the local TV revolution. Internet TV also presents an opportunity for other organisations such as local newspapers and smaller niche outfits to get into the game. In a major sense this is already happing through digital convergence, as video becomes a major factor in online publication. There are already many local internet based news outlets using existing broadband technology. There has been an interesting comparison between two cities, one here and one in the US:
xxxxxxxxxxxxxxxx xxxxxxxx Birmingham, UK Birmingham, Alabama
This may be the trajectory we’re already on.
So the notion of Digital Britain charges on. But what does it mean for businesses and their handling of this media in the UK?
Let’s recap. Over the last 18 months, events affecting Toyota and BP have dealt catastrophic blows to the reputations of these two mighty companies. Poor PR efforts and, more noticeably, disastrous media handling contributed significantly the severity of their respective crises.
As successful UK companies ever expand their markets, providing vital products and services increasingly impinging on the lives of millions, be they pharmaceuticals through to computer chips, the likelihood and impact of intense media storms in similar circumstances increases. And with the approach of more localised digital media capability, that impact and likelihood increases even more. Well, that’s our contention anyway.
Two counter arguments are often expressed by small and medium enterprises. One: surely it’s all about social, new, digital media nowadays, not the good old-fashioned spokesperson in front of a camera. Two: we’re not BP. The national and international media will never focus on us; we’re just too small and therefore off their radar.
This is flawed logic. Regarding social media – all that tweeting, blogging, websites and the like – the marketing departments are increasingly getting involved in that, and rightly so. But in crisis, it is about people, not so much technology. People want someone, not something, to reassure them. Besides, it is that very technology which is paradoxically enabling the personal interface. The traditional media interview, once destined for the six o’clock news and maybe the ten o’clock slot but then forgotten about, now readily enters the internet echo-chamber, to be viewed and, more importantly, critiqued and commented upon, over and over again online on YouTube or BBC iPlayer, across the world, with interest fuelled by a tidal wave of Tweets and blogposts. New social media has made the skills of the traditional spokesperson even more important.
On the second point, technology now allows the ‘harvesting’ of ever more low level news by the larger media outlets, making the tactical issue a strategic problem very quickly. That technology has also enabled the citizen journalist. And with increasing decentralisation and access to media bandwidth for local PSBs, the camera will be ever closer to one’s business. The chances of that interview being required, especially during a crisis, are increased. Technology is ensuring that, when it comes to even a minor crisis, there will be no way of hiding it, the potential of exacerbating it and the possibility of rapidly widening coverage of it.
Counter-intuitively, digital Britain and the local TV revolution merely increase the need for good old-fashioned media skills.
You have been warned.
Isn’t technology wonderful? In a world full of information and content is king, anyone with a video camera can film, record and download to their heart’s content. In the good old days, an organisation had to rely on expensive production companies to produce video material and then hand-deliver the tape to distribution centre. Now, it can be done by anyone, anywhere at any time and delivered to the wires almost immediately. And so began the rise of the Video News Release (VNR).
As part of any communication strategy in the digital age, producing one’s own video material is now widely accepted. Digital convergence has increased the demand for video, a demand driven by both print and broadcast media for web application as well as for traditional broadcast. If you’ve something to say or promote, why wait for the media to come to you (and deliver your message in their terms) when you can produce the content yourself (under your conditions and control) and provide it to them. Although there is always the issue of being seen as ‘propaganda or spin’, any quality content – balanced, open, well produced and edited, with relevant background information – has a good chance of gaining traction in the media – a bonus when advertising is going through patchy times. In fact the media are hungry for these VNRs.
But here’s where the problem lies – balanced, open, well produced and edited, with relevant background information (note: balanced and open – CB3 isn’t too keen on the ‘Fake TV news’ style VNR) Experience shows that much of the content provided through VNRs is of poor quality, even from top companies who have paid for production. Editors at Reuters, AP, AFP etc are constantly bombarded with VNRs which are indecipherable, poorly shot, almost unedited (or so they appear), with rambling commentary and little supporting data. One might as well pick at random something from Youtube and try and make something of it (and there’s some weird stuff out there!). Trying to make something useful from some of these VNRs is almost futile, disheartening and annoying – a waste of an editor’s time and the providing organisation’s effort.
The technical capability – a decent camera and basic software – to produce good VNRs is everywhere. The wise have embraced the idea of providing self-generated content to the media, even encouraged their people to do so (with some degree of control). That’s far from dumb – it’s very smart. But the knowledge to use that technical capability has been lacking, as many working in the newswires, those who will get the good content out across the globe, are attesting. They want, they need, the content but they need it to be good (not necessarily excellent – there’s room for a little grittiness). The more work they’ve got to do to make a mish-mash of poor quality material into something they’re happy to use, the less likely the can use it and, even if they do, that it’ll attract attention. (Same principle applies with press releases – make the journalist’s life easy). It’s not rocket science and not a new problem – the effective use of technological resources must be matched by the human capability to utilise them, which will involve a degree of training and experience. Unfortunately, as in many cases involving social media, organisations have failed to recognise this.
It’s not difficult – you don’t need cameramen, editors, soundmen etc – your people, be they in PR or on the front line, can do it. They just need to be given the knowledge (and we’re not talking about the camera manual here) and training to do it.
Good VNRs can be invaluable, be they internal interviews, product promotion, disaster reporting or simple news release. But if they remain dumbed down, due to the sheer lack of training and competence of those given cameras and told to ‘get on with it’, then they’ll be consigned to the Youtube hinterland (note: if they’re good Youtube will enhance their value anyway).
There is a conventional wisdom when in media interview that the interviewee always address the journalist – and rightly so. At that moment, one is in a dialogical process with the journalist which is then transferred to the public. Journalists as media trainers, as well as professional media trainers, teach this.
However, CB3 has always thought that occasionally a direct appeal to the audience, by addressing the camera, does have some utility. Take for instance the recent prime ministerial debates in the UK. It is widely considered that the leader of the Liberal Democrats, Nick Clegg, won the debate and much has be said and written on how he did it. Now, none of the candidates are great orators, and Clegg may have had the advantage of being an unknown underdog, but some have reported that his use of the camera, specifically adrressing it directly, may have gone some way to him ‘connecting’ with the audience.
Although this was in a debate, not a strict media interview, this is a lesson how addressing the camera directly may be beneficial. In interview it is not a recommended tactic but if a heartfelt appeal is to be made to an audience it may be worthwhile considering this direct approach, only briefly, for certain phrases or messages. Journalists may not like it but, from a public affairs or media relations perspective, there is a certain power of connection that can be derived by doing so. It is unconventional and must not be overdone – the context must be right and it is risky – but as they say ‘ do what you’ve always done and you get what you always get’. Think creatively in the conduct of an interview – live on the wild side!
And a little update after the second debate: Lo and behold, David Cameron is now doing it too – if a little more awkwardly!