2006 and public relations

A quick look back at 2006 and its impact on public relations.  This was the year of PR2.0, when blogging, YouTube, SecondLife and social media made the headlines.  Although much “talked about”, relatively few PR practitioners seem to have recognised the potential - and the implications for their activities.  Will many be prepared to adopt openness and participation in place of the old “command and control” techniques?

Public relations hasn’t been widely welcomed in this “new world” so far - highlighting the need for a new reputation to be forged.  Edelman, although gaining points for being prepared to take risks, fell over a couple of ethical hurdles during the year. 

The catalyst for wider public awareness of what is going on online has been traditional media - despite the decline in newspaper sales and viewing figures.  Word of mouth has been essential for the big stories - offering great potential for PR which should understand the role of opinion leaders, influencers, memorable messages etc.

All this change emphasises the vulnerability of reputation and the power of the internet vis a vis issues and crisis.  It has never been easier to create and motivate active publics - PR practitioners need to capitalise on this development to ensure recognition of their strategic value in protecting and building solid reputations.

Many PRs, particularly those in-house, seem nervous of the new developments.  It would be good to see more of these folk engaging in online practices, not least encouraging blogs both with media and more generally from their organisations.  I’m sure we’ll start to see specialist roles emerge - not just with consultancies seeking to offer new services - but with in-house posts dedicated to online communications. 

The PR blogging community in the UK (and networked globally) is growing - good to have seen CIPR President, Tony Bradley, launching his blog this year.  Unfortunately, postings haven’t been very frequent and have tended to focus on his overseas travels, but it was a start. 

I hope we’ll welcome more PR-oriented bloggers and see increasing recognition of the value of dialogue with publics this coming year.  I expect there’ll be more faux pas and online crisis to manage, as well as the challenges of reaching an increasingly cynical, fragmented and diverse range of audiences through more and more media channels, on a 24:7 rolling news basis.

Celebrities and wannabees have continued to dominate too many PR campaigns in 2006.  The other popular technique of fear appeals - stimulating panic over obesity, bird-flu, terrorist threats, etc - is likely to continue, unfortunately. I believe the public is becoming resistant to all the doom and gloom, which will just make it harder to influence behavioural change.  Maybe listening not just preaching will emerge as a communications trend next year.  

I also think PR needs to move beyond the traditional print and written word.  This will need greater development of skills in online, broadcast and narrowcasting.  We need to think more in terms of movement - word of mouth communications (spreadable messages), video and podcasting and responding to what is being talked about by being pro-active both outside and inside organisations.

Anyway, an interesting year for PR - let’s hope the profession can capitalise on the potential in 2007.

Could public relations save Little Chef?

The Guardian  reports rescue attempts to stop the roadside restaurant chain of Little Chef going into administration.  As an exercise - what images come to mind when you think of this brand?  Probably the chubby chap in the logo, nipping in just to use the loo, wipe clean menus of sausages and sundaes, “Mrs Overall” staff? 

In public relations terms, these are not positive icons, and it is hard to feel more than a nostalgic “there goes another of my childhood memories” about Little Chef.  I often think about the brand and how public relations could help it when I drive past one of the 235 restaurants (that is a misnomer to start with). 

What are its values?  I think it could have made more of being family-friendly and accessible.  A revamp of the menu, staff-training and landscaping an interesting view out of the window would have been simple tactics.  They have some excellent locations and opportunities to counter soulless motorway services.

A simple PESTEL and SWOT analyses would have identified long-ago how it needed public relations to address trends.  I don’t mean marketing public relations in terms of getting media coverage, but in understanding how life is changing and building a reputation that still continued to claim a place in British cultural life.

Autoblog in posting on environmentalists targeting the German autobahn cites Timm Krägenow of the Deutschland Financial Times: “Derestricted driving on the autobahn is to the Germans what pesto is to the Italians and the baguette is to the French. No one in Italy or in France would dare to try and ban the cultural characteristics of their country.”

Little Chef epitomises Britain’s road-culture - we don’t speed silently along autobahns or stop enmass for Le Picnic as our French cousins.  Our long journeys still involve I-Spy and singing games, before the children cry “are we nearly there yet” and “I need a wee” (despite all the in-car entertainment systems).  At a time where there are demands for protecting British culture, surely it couldn’t be too late for strategic public relations to resuscitate the reputation of Little Chef?

[P.S. My favourite memory of Little Chef is with my family and friends near Cambridge 30 years ago when the manageress threw a wobbly, locked the doors and verbally lambasted all the customers - that was before the days of "was everything to your satisfaction, sir'!!]

Tech Tags: little_chef public_relations

100 days of blogging

In public relations we like milestones as a hook on which to hang stories.  So today is 100 days since I started my blog. 

I began after a presentation by Antony Mayfield to the Motor Industry Public Affairs Association (MIPAA) which encouraged me to set up a bloglines account to read blogs.  This was so easy and led me to wordpress where I could begin blogging myself.

What have I gained - and lost - during these 100 days?

Gains: I have learned a lot about social media and online communities by taking part.  Blogging has introduced me to new people and I have found views I share, and others, that annoy me - but all keep me informed.  I discovered the ease of making connections through the technology (with people I would never otherwise know).  I’ve seen how stories and people move around this virtual world, which is fascinating.  I love it when people visit the blog and even better, when they comment.  It has been very useful to record my thoughts and to feel engaged in a fairly new phenomenon.  Although I feel a relative newcomer to blogging - I have found offline, I am ahead of the curve and enjoy encouraging others to understand the potential for PR thanks to the new technology. 

Losses: Mainly time - because I find blogging addictive, but also as I have set myself a few rules to be an active member of blogosphere.  I want to post often - and be a good blogger.  I read as many other blogs and feeds as I can every day, and try to comment and trackback where I feel it is appropriate.  I aim to add new sites to my repertoire so that I expand my connections and learn more.  Writing and thinking about blogs takes time (although I now use Windows Live Writer which is very helpful).  I also like to talk about blogging and bringing my offline connections into the PR2.0 world.

As a balance sheet, the “return on investment” has been more than worthwhile.  Blogging fits so well with many of my views (being open, connecting with new people, sharing your views and resources, learning something everyday…)  and I find it enjoyable.  If you are not yet a blogger yourself - I hope in 2007, you “come on in” - start by commenting on postings and get the buzz yourself.  If you do have a blog, please record it in the comments and I’ll stop by for a visit.

Here’s to the next milestone…

Tech Tags: blogging

Media evaluation considered

BuzzMachine  looks at online media evaluation drawing together some recent debate.  Unlike similar efforts focusing on evaluating PR - there is no mention of advertising value equivalents - so maybe we can finally move away from that bogus measure.

What isn’t obvious here is that anyone commenting on online evaluation has read the extensive body of research on the topic of media evaluation that public relations scholars have produced.  Surely this debate is one in which PR’s experience of trying to evaluate its activities is of more use that than of the advertisers?

There also seems to be little discussion of evaluation against objectives - BuzzMachine says we want is to reach “the right people by the right means.”  This implies a user-focused goal based on identifying the right people but we also need to consider the purpose of reaching them.   What outcome are we expecting as a result of such contact?

Public relations “roadtest” create online tizzy

Stuart Bruce and Ellee Seymour both reflect on criticism of the public relations activities of Edelman PR and its client Microsoft, for giving select bloggers a computer to “roadtest” the new Vista software.  Interesting to see the veracity and ethics of this tactic being debated - primarily around openness (disclosure) of those undertaking the testing.

Vehicle loans and pre-sale launches are a long-standing element of public relations in the motoring world - with a “press fleet administrator” pro-actively managing roadtests of new and existing models - as well as responding to requests from the media.  How else are you to get coverage of new models?  Clearly you cannot expect the media to purchase every new car - so a professional loan system is essential.

There are some ethical concerns - it is expected that someone will write about the model (and they may not get further loans if felt to be “freeloading”) but fair criticism is considered part of a credible roadtest.  There has also been a lot of discussion about whether or not bloggers are comparable to traditional media in terms of being offered loans (something I expect we’ll discuss at the MIPAA Press Fleet Co-ordinators’ meeting next month).

Microsoft’s approach does raise some questions - as cited by Stuart the company told the chosen bloggers “…while I hope you will blog about your experience with the pc, you don’t have to. Also, you are welcome to send the machine back to us after you are done playing with it, or you can give it away to your community, or you can hold onto it for as long as you’d like. Just let me know what you plan to do with it when the time comes.”

In not even expecting to see a review, or at least receive some private feedback, the pc seems more of a “bung” - and there is an undercurrent of it being such in the “do what you like with it” feel.  Aren’t there some tax implications here? 

In the motoring world, pure “freebies” are the stuff of legend - associated with the millionaire Octav Botnar who founded Datsun UK in 1970 (and was wanted for tax avoidance when he died in 1991).  Giving away Datsuns was meant to prove Japanese reliability and I don’t remember hearing of anyone declining the offer. (BTW I took my driving lessons in a Datsun Cherry and wouldn’t have wanted one even for free)

Today, most car loans are short-term (usually a week), but long-term tests may be agreed with key media.  This is a “braver” strategy as problems may occur over time (especially if drivers are negligent) or finding something to say regularly may result in very minor niggles gaining coverage (see http://blogs.edmunds.com/roadtests/ which is an interesting development effectively blogging roadtests).

It seems bloggers are less familiar with this common PR tactic of “loans” and launches.  Sampling of clothes, wine, travel, fmcg are regularly part of a journalist’s job - I even heard from a former student of a visit to Venice last year for a bathroom suite launch.  What perhaps isn’t so common is the media making clear what costs have been paid for in resulting coverage.  Isn’t that more about journalistic ethics?

Clearly, if they are influential, it is not surprising bloggers are approached with the same PR techniques.  It will be interesting to see if there is more disclosure online or if, as seems to be common in blogosphere, it is another stick to question the ethics of PR practitioners. 

Tech Tags: microsoft edelman ethics

What is the value of professional PR bodies?

 Toni Muzi Falconi raises some interesting questions about professional public relations associations, their practices and management and why so few practitioners choose to belong in any country. 

He also states “I am convinced that the prime cause for the disarray (to say the least..) in which the status of our profession is perceived today in society-at-large lays in the overall abysmal shortcomings of these organizations.”

It may seem unfair to blame bodies that represent fewer than 10% of global practitioners of PR for its poor reputation, but at the same time, it is reasonable to ask - particularly if you are a member - what is the value of such bodies?

Does public relations need national (or global) policing?  Does anyone every read codes of conduct when they join - or question their value to them as practitioners? Are membership fees and costs of attending training/events reasonable for those outside the corporate purse strings?  How is membership income spent?  Are the activities of those running the body directed at benefiting themselves or the members? 

I think there are many good reasons for such bodies and becoming a member (disclosure: I am an accredited practitioner of the UK Chartered Institute of Public Relations and general secretary of the Motor Industry Public Affairs Association, MIPAA).  However, there is something of a myth about the ability - and success - of such bodies in raising professional standards.   

A commitment to continuous professional development is not the preserve of PR association members.  Good quality education and training, and indeed, practical skills improvement, are available from many sources.  There are also many excellent texts and other methods of independent study, from which those interested in bettering themselves can learn.  Of course, endorsement from a professional body can be a useful indicator of quality - or simply demonstrate a financial or other relationship exists.

Gaining a professional qualification can certainly enhance the abilities of practitioners - whether studying as an under- or post-graduate.  The CIPR qualifications (disclosure: which I have taught for many years) are of a very high standard and feedback from students demonstrates their value in career development.  However, gaining these qualification, particularly  for those working in PR at the same time, is expensive in terms of time and money invested.  

It is my experience that few of those achieving the CIPR professional qualifications remain as members - and a minority of those (studying or teaching PR) at Universities belong to the professional body.  Why don’t these “educated” PRs recognise membership as important to their careers?

If educational competence isn’t exclusive to those belonging to PR associations, neither is a commitment to ethical practice.  Like many competent practitioners, I use personal values to guide my behaviour - and would do so regardless of membership of a body.

Although I can see an argument in saying I cannot do something because of a code of conduct, I am not convinced it is a strong one.  Having laws doesn’t stop people behaving badly (and of course, PR practice is governed by many legal constraints).

Acting in a “professional” manner or delivering “professional” services to clients or employers is not the preserve of members of associations.  Maybe having the recognition of membership should be a distinguishing factor - but can you really measure the quality of a PR practitioner in this way? 

If one aim of PR associations is to raise the professional reputation of those working in the discipline - is “an exclusive club” attitude the right one?  The 470 members of MIPAA, represent the majority of those working in automotive PR in the UK (at least 75% of the potential).  Over nearly 40 years, the association has been recognised as important in helping those at all stages of their careers through an inclusive approach.  This means that if you work in PR in the motor industry, it is accepted you should join MIPAA.

Journalists in the industry praise the standard of MIPAA members.  We have a lot of work to do in ensuring PR is recognised as a strategic function in the industry - and further encouraging knowledge and skills development (through education, links with Universities, mentoring and sharing best practice). 

This is a different type of organisation to the CIPR, and (like similar organisations) serves a more focused function - but I believe its success is in being relevant and human.  We have supported young members - from their University placements to management positions - as well as those needing or wanting to change jobs (we offer a free JobSearch service) or on retirement.

In the age of social networking, it is important that our professional associations make a strong connection with members rather than focusing too much on developing as large “corporate” bodies interested more in power, control and global connections than in genuinely helping members (and the wider profession) at all levels and career points

Tech Tags: >public_relations profession associations cipr falconi MIPAA education qualifications ethics

Kid’s stuff

 Jalopnik links to the very addictive Jeep Flyer - seriously, you can think of it as a lesson in physics, but it is one of those pointless, but hugely time-wasting activities that someone with even more time on their hands has created purely for our amusement.   Enjoy!!

Sofa so bad

Is it just me or have there been only adverts for new sofas over the Christmas period?  How many sofas do we buy in a lifetime to justify such expenditure on prime time viewing?    The Mirror reports massive discounts - but questions whether buyers can even be tempted to spend more in the face of mounting domestic bills.

Post-Christmas telly used to be marked by the start of holiday adverts - but no sign of these this year.  We’re definitely a nation of couch potatoes - if the biggest advert category simply thinks we are sold on sofas.

Science solves all!

Yet another example of science and statistics being used to influence behaviour (public and government).  The Observer reports plans to  vaccinate all schoolgirls against a sexually transmitted disease linked to cervical cancer.  The virus is said to be “one of the key causes” and Cancer Research UK claims it could prevent three quarters of cases of the cancer.  On what basis such claims and statistics are being used, is not clear.

Debate on the story centres around cost of the jab and whether or not it would encourage sexual activity in young girls.  Nowhere is there consideration of the ethics or civil liberties aspect of such widespread immunisation.  Indeed, an emotive argument is present in the case used of Hollie Anderson (aged 13) who was the first British girl to get the vaccine privately.  Sadly, her grandmother died of cervical cancer and so Hollie’s mother is quoted as saying she believes every mother and daughter should have the jab. Maybe Hollie should (if there is an significant risk to her), but statistically or scientifically, this is not a robust argument for government to vaccinate everyone.

Goodwill to all…

As most people are swapping their virtual lives for real ones over Christmas, I wish you goodwill and happiness during the holidays. 

This is the time of year for family and friends, reflection and resolutions.  (Great to see the Queen’s speech will be podcast this year - proof of new media becoming totally mainstream in 2006).  So I was thinking about the Jesuit saying “give me the child until he is seven and I’ll give you the man” and found pictures and school-reports of my brother and myself around that age.  [Here we are an angel and shepherd in the church nativity around 40 years ago!!]

“Heather is a joy to teach… a good, careful worker… shows great interest… is always most helpful.”  - I definitely revealed much about my current self at that age as learning and being helpful remain my core values. 

I have one school report of my brother aged 7 - which simply states “lacks concentration”  - underlined by a D grade for conduct and D+ for general progress.  I believe this said more about the teachers than my brother who has gone on to a successful career.  He has had a tough time recently having undergone radiotherapy following a recurring growth on his pituitary gland and deserves a very special Christmas with his new baby daughter, Lily and wife Natasha.

Whatever you are doing, wherever you are going and whomever you are spending time with this Christmas - be sure to enjoy it.