Guild of Motoring Writers honours MIPAA’s PR milestone

Today we held the MIPAA AGM at Prodrive - and in recognition of the 40th anniversary since public relations practitioners in the motor industry first established a professional association, the Guild of Motoring Writers presented us with an engraved gavel.

The Guild was formed itself in 1944 and was influential in encouraging its PR contacts to come together in a similar way, albeit 24 years later.

Not only did the Guild chairman, Chris Wright, make the presentation, but he attended the full AGM.  This demonstrates real transparency when PRs are prepared to discuss their challenges and issues in front of “the other side”.

In reality, PRs and journalists aren’t two sides, but share common objectives and interests.  This is particularly so in the UK motor industry where there is generally strong respect for the service offered by PR practitioners.  Of course, there are differences of opinion and sometimes unrealistic expectations on both sides, but as today’s meeting showed, these can best be addressed by open dialogue. 

There was a lively debate at the meeting - primarily around members’ expectations of the purpose of MIPAA.  At present, this is to “help communicators within the motor industry work more effectively by providing training, workshops, events and opportunities for networking.” 

To this end, MIPAA has developed a solid range of member offerings - but driving home from the meeting, it occurred to me that this statement is a Mission, ie what we do - but doesn’t provide any Vision or reflection on why we do it.

Some members wondered if MIPAA should seek to represent their interests further or take action in respect of particular issues.  But what issues and how would these be addressed? 

Is the aim of helping PR practitioners “work more effectively” too bland or mundane?  Do we need to identify core values that can be defended?  Is that what members want from such organisations?

Do people want their needs for practical assistance (training, networking, advice, career opportunities, etc) to be met - or is there some higher purpose they are seeking through membership?  Is that a level of professionalism, recognition, status - or some shared bond in identifying with certain principles?

Baggage crisis is PR’s fault

How Heathrow Terminal 5 became a BA public relations mess headlines the Telegraph’s view on the catastrophe taking off at the new operation.

Normally, I would be arguing this is an operational management mess not a “PR disaster”, but in this case, I think the journalists are right.

Remember all the pre-opening hype?  This is the “amazing project” promising to make “connecting the world simple and pleasurable again”.  The rhetoric was all about ease, convenience, smoothness, fun and joy - delivering “outstanding experience”.  There were “trial runs” with a variety of stakeholders - but as I cited when stating a successful launch is essential for BA, BAA and the UK government:

Reputation is the sum values that stakeholders attribute to a company, based on their perception and interpretation of the image that the company communicates over time.

So all the PR attention seems to have been on the razzmatazz of the Queen’s opening visit and generating pre-launch headlines.  Of course, the baggage crisis isn’t PR’s fault, but the way the issue has been managed is.  Basic information for the media and the passengers was lacking when the problem first emerged - were there no plans in place to communicate more than admitting to “teething problems.”

How come it has taken more than a day for the normally vocal Willie Walsh, British Airways chief executive, to admit to major problems, whilst the director of operations was caught on camera running (with his minder) from the media?  Surely the mighty BA PR team know better than this?

It isn’t surprising that BAA has remained silent since its inability to understand the role of PR in the UK is already proven.  And, despite backing T-5 just a couple of weeks ago, Secretary of State for Transport Ruth Kelly has been unwilling to comment on the emerging fiasco.

Of course, the new head of corporate communications at BA, Julia Simpson, was a former government advisor - touted as a “comms supremo” with a boast of being “used to working with great leaders.”

Not much PR leadership in evidence at present - and rather pathetic to blame a lack of information about what was going on at T-5.  It is PR’s job in a crisis to ensure it has a process of gathering information. 

The level of online coverage of the story alone highlights the fact that without any updates from the company, the comments of the public and direct experiences would be the main story.

There is an adage about failing to plan meaning planning to fail.  What is particularly odd in this case is that there has been plenty of planning, but maybe also complacency in believing their own PR hype rather than thinking through the minutiae of “what if?”

One of the reasons why, when teaching crisis management, I always include chaos and complexity theories - because if one thing is for certain, you can’t believe your plans will be reflected 100% in reality when a problem occurs.

PR win or own goal?

Like Times journalist Ann Treneman, I feel the Sarkosy-Wenger-Brown meeting at Arsenal was “a very strange event”.

In PR terms, all sides seem to score an own goal - not least for pretty poor media relations, where everyone seemed more intent on superficial photo-opportunities than communicating anything of merit. 

It appears rather odd that a commercial football club wants to closely align itself with particular political parties (especially ones not doing so well in the opinion polls) - and possibly pick up a red card in crisis management through the wrong associations being drawn between football and these two problematic politicians.

And, for a showcase visit, why wasn’t Wembley, the national stadium, selected?  What’s the point in the likes of the London Development Agency spending millions “to give the nation’s football, rugby leagues and athletic teams a world class stadium that everyone can be proud of”, if apparently that pride doesn’t extend to Number 10 Downing Street?

How does Sarkozy benefit from the connection to Arsenal?  The entire visit seemed to be about stunts.

Of course, there was a token social responsibility side to the PR efforts with announcement of “a joint initiative to equally fund education for 16 million children in Africa by the time of the World Cup in South Africa in 2010″ scrapping into the bottom of press coverage.

The 10 Downing Street press release on the scheme seems light on detail, such as level of funding and how this will be realised - but plenty of long balls delivering political rhetoric. 

“That will mean that there are opportunities for children who are denied them at the moment, it will mean that we will be training teachers for the future, we’ll be building schools with the different African Governments and with charities and other organisations who want to do this and I’m delighted that France, which has led the way in so many different ways in development aid for Africa, is joining us and that we together are going to be able to say that sixteen million children will get the chance of education.”

And, where were the African footballers who could be real role-models for this campaign?  Certainly not allowed to upstage those making capital (yet again) by promising more charity for Africa.

Lost In PR

Via the Borkowski blog, I learn of Lost In Showbiz (subtitled: where PR howlers come to die).

Why don’t clients understand that the examples cited do nothing for their brands, in fact, the exact opposite - and from a PR-perspective, they undermine anyone who genuinely believes creative media-relations skills should be used to (a) achieve real organisational objectives and (b) support journalists in producing material that is of at least some value to readers.

As a recent post states:

Press releases as badly-written, as patronising, as weak-minded and as coma-inducing as this make me want to lie down in the road and die.

As Mark writes, it is time to dump the puff guff, the airheads and the agencies who are scamming their ill-informed/naive/stupid clients.

Will either charity or film change opinions?

I was rather surprised to read that the BBC paid £20 million for the television adaptation of Alexander McCall Smith’s No 1 Ladies’ Detective Agency.

This was entertaining and a fitting tribute to Anthony Minghella - although I agree with some reviewers that it was slightly “twee, quaint, shallow, possibly patronising”.

It was good to see the dramatisation was actually filmed in Botswana although it is not clear how much of the £20m found its way into the pockets of local residents.  The show may be helpful in public relations terms for the country at least.

Ironically, all the recent celebrity and public charity activities of the BBC championed Sports Relief raised around £20m, some of which is used to help people in Africa.

I’m not sure if either portrayal of Africa can be said to present the reality of living there - but maybe the dramatisation, despite its cheesiness, will challenge opinions, whereas, charity marathons seem to continue to present Africans as two-dimensional victims. 

Money earned by those involved in the production in Botswana (presuming some was), is also trade rather than aid, so has to convey a better message in itself.

Happy Easter - or is it?

This is Easter weekend, but not the Easter holidays.  Term time at Bournemouth University doesn’t end until next Friday, so like most schools, we have the confusion of a long-weekend, but not the usual term-end break.

Should that be known at Spring Break this year?  That term has various connotations in respect of US university students enjoying rather wild vacations - so maybe a change would create a new market in the UK.  Although do we really need another excuse here for drunken excess?

I gather an alternative name to get away from the images of sex, sea and students is a Reading Break - although Slackers Break is another term.

Of course, this is only Easter in respect of the Julian calendar with the Gregorian calendar identifying Easter Sunday as 27 April.

Some people are arguing for a fixed date for Easter - which I think would be a shame as it is nice to have some variation in the yearly calendar. 

I also believe that the school/Uni Easter holidays should be just that - around the Easter weekend.  So we have one term longer than the other - have we really become so inflexible in setting out timetables, learning outcomes, etc that we can’t accommodate any yearly change?

We won’t get such an early Easter again for decades and under the Julian calendar it won’t be as late as 25 April until 2038.  In case, you’re interested, apparently the commonest date for Easter Sunday is 19 April with the full cycle of Easter dates repeating after 5,700,000 years.

Sweet PR results

The latest results for the CIPR qualifications in public relations have been issued - and there’s another sweet performance from our candidates at Cambridge Marketing Colleges.

The CRT, critique and project assignments involve reflecting on academic theories in the context of PR practice, helping practitioners underpin their “how to” abilities, with “why to” knowledge.

It takes real commitment to succeed in these qualifications, as most candidates have busy jobs and as well as home life responsibilities.  Many congratulations to them, and also our team of tutors, who continue to provide advice and support as well as clear communication of relevant theories and linkages to practice.

Those passing the critique and project, can be proud to add the Advanced Certificate and Diploma qualification respectively to their CV.  Those getting good news on the CRT, should find this motivational as they have a second assignment to submit in April. 

Do women really need something different?

A press release What Women Want identifies that:

Of the hundreds of emails Honest John receives daily, 35% are from female motorists who need help and advice.

Apparently, this warrants “John” teaming up with “a well know female motoring journalist operating under the alias of “Ultra Violet” to provide practical advice on what women want to know about when it comes to motoring” via the website www.honestjohn.co.uk.

But, I really don’t get why there is this ongoing attitude that women need to be communicated with differently in respect of motoring matters.  The average male car owner is as likely to need advice regarding “what to do in an accident, buying from a franchised dealer versus an independent and… basic car maintenance”.

It is disappointing that attitudes to women and cars seems in many ways as patronising as it was back in the 1960s - as illustrated in a great video I found in the British Pathe online resource of the 1967 Motorshow that stated “this is the year when women will have the say in what goes… ladies perhaps for the first time the choice is yours if hubby doesn’t want to give up those pints (following the introduction of the breathalyser), you’re going to do a lot of driving”.   

Anyway, this latest initiative is just one in a long line that I’ve seen of journalism targeted at women - most specialist magazines with this aim have failed, and there are already websites targeting women. 

Of course, women motoring writers are pretty rare, but do we need women to write for women?   

I’m not convinced women really need something different in terms of motoring communications - is Honest John now only for men?  Haven’t 35% of his contacts been happy to receive advice from a man?  Did any of them ask for a women to answer their questions?

PR jobs available in automotive industry

One of the benefits offered to members of the Motor Industry Public Affairs Association is a free JobSearch service.  This highlights the latest vacancies to members who may be looking for a new challenge as well as enabling members to have their profile featured (in confidence if preferred) when they are in the market for a career move.

Currently, we’re being inundated with hot new job opportunities - ranging from an exciting student placement at Kia Motors as press office administrator, to a press information office role at Škoda UK to a position as a senior account director with a leading consultancy representing Nissan and Infiniti based in Dubai, UAE.  And, those are just the opportunities added in the last 24 hours.

Although there is a lot of great talent already working in automotive PR, the new jobs cannot be filled by shuffles alone.  So we need to attract new professionals to develop their careers in the motoring world.  No longer the preserve of petrol heads and car nuts, working in this industry today requires a wide range of skills and interests.

These opportunities seem to indicate that despite current economic concerns, good public relations professionals (at all levels) are in great demand.  There’s probably never been a greater need to communicate effectively with a wide range of audiences.

It’s certainly been a busy introduction for operating committee member, Andy Francis, of Performance PR, who recently took over the voluntary role of managing the behind the scenes co-ordination of JobSearch from the very capable Jeremy Clarke (LawsonClarke). 

In addition to the jobs promoted via JobSearch, I’m also aware of new positions coming up within various automotive companies.  These are often the result of shuffles created by current practitioners taking up PR posts elsewhere.  However, we’re seeing such vacancies increasingly filled in-house by candidates moving from within other functions in the organisation. 

MIPAA offers a range of workshops, meet the media events and other ways of helping these PR “newbies” get up to speed on what is involved in working in the profession, as it is not always recognised that there are specific skills and knowledge required in PR. 

Although it sometimes appears that the internal view is that anyone can work in PR, it could be seen as encouraging that the discipline is recognised as one which managers increasingly need to have on their corporate career CV.

Provided there are sufficient positions to ensure career opportunities for those with specialist PR skills and experience, then I don’t suppose it hurts to have more generalists get an insight into the profession.  Indeed, some might argue that having a grounding in other disciplines or management roles provides a better foundation for building a PR career and improving understanding of public relations itself within organisations.

Either way, I’m definitely getting a feeling that the PR world, at least in the automotive sector, is in a healthy state at present.

Had a bad day?

As professional communicators, we often focus on our role as a sender of messages - which implies that the receiver of the message is ready and waiting to hear from us.  But communication is a cognitive process, and like most people, my brain is churning with a zillion things - so why should I care about your message?

Understanding the people with whom we wish to communicate is essential - and we need to consider whether they are even in the right frame of mind, or have had a bad day before getting in touch.

On Monday, I received an email to which I took offence primarily because the sender did not appear to take into account that I’m having a bad time at present.  Despite being aware that my father has been in intensive care in hospital in Toulouse, France for nearly six weeks now, they did not factor this into the message transmitted.

Monday was a really bad day - I had just driven 12 hours down the length of France, in the pouring rain after a hectic week, my father had experienced problems with a tracheotomy that put his life in real danger, and, we’d just heard that one of my parents’ cats had been found dead.

This came as a real shock as Peppy was my favourite of their cats - and my dad’s special one.  Only a week before, Peps had been sleeping on my bed, walking on the computer keyboard as I tried to type and sitting on student work I was marking.  I felt a real bond with him despite not really being a cat person.

This little black cat had real attitude - not surprising given that my mother had found him when just a few days old under a wood pile, and she’d nurtured him to become the handsome, five year old who won our hearts.  He was the big brother to a litter of four, and he kitty-sat these, before giving some firm lessons on life - as here in this photo of Peppy with his little brother Charlie.

Charlie, and his sister Tilly, Peppy, an unnamed cat, and the ashes of my Rottie-GSD dog are now all buried in my parents’ garden halfway up the Pyrenees.  My parents live in a small village in rural France, but unfortunately, it doesn’t appear to offer kitties their full nine lives.  But, we still have mummy cat, and the two remaining big boy cats from the litter, Kevin and Julian. 

On top of thinking about the cats, and bringing Ivory (my parents’ Landseer Newfoundland Diva dog) back to my house, I’m trying to support my mum who is staying in a small hotel near the hospital, keeping family members informed of the ups and downs of my dad’s condition - and juggling my usual work/teaching commitments.

Not everyone you communicate with will be as stressed, emotionally-drained or sensitive as I was on Monday - but you never know.

So before you think about what you want to say, maybe you could take a few seconds to consider what else might be in the heads of your audiences - and ensure you don’t make a bad day even worse.