Could open PR clean up the Tour de France?

Wins in the Euro 2008, Wimbledon and now for Carlos Sastre in this year’s Tour de France have given journalists a hook in terms of a Spanish golden era of sport.  But much of the coverage this year’s arduous cycle race has been about drug doping - which, despite high profile success in positive testing, withdrawal of teams and outraged sponsors, doesn’t seem to be declining. 

Scottish rider, David Millar, who was banned for 2 years, believes more a more media friendly approach might be the answer.  So could open PR be the key to a clean Tour de France?

There has been little academic research in respect of PR and sports.  Despite the high level of public and media interest, PR in this sector seems to be mainly used for promotional purposes, dominated by ex-sports journalists – well, that’s a view based on supervising several dissertations on sports topics for final year PR degree students.  

It is perhaps not surprising that sports PR focuses has a marketing orientation since like many iconic sporting events, the Tour was conceived in 1903 by two journalists promoting a newspaper (l’Auto) with the support of the bicycle industry.

Sports may have played a role in advancing media coverage, as French academic Fabien Wille claimed for the Tour de France; whilst Olympic president Jacques Rogge states the media spotlight has had a positive effect on China.   

Arguably what the media is seeking from covering sport is greater openness.  For the specialists, that means getting close to the main players to secure exclusives, unique insights and enough material for 24:7 coverage where citizen journalism is also offering up views and news online.  This is the approach that Millar believes is vital to improve the Tour’s image.  His team, Garmin Chipotle, has ‘embedded’ journalists in the team.  This approach also impresses and benefits sponsors, who need to assess the return on investment of their millions. 

Such openness requires more than a press agentry approach to PR as it relies on trust and strong relationships rather than seeking control and spouting the company message.  It carries a risk as things can go wrong, but there is much greater kudos in being able to show how profesionals handle emerging issues.  The public, and the media, are impressed by an honest and realistic approach.

I hope Millar is right and more teams will develop relationships with journalists rather than seeing them as the enemy.  I’ve seen a lot of undergraduates keen to develop their careers in sports PR and none has been looking to practice the traditional spin and control approach. 

There’s a need for more professional PR practitioners in sports (rather than former hacks) with an ever greater need to build valuable relationships with the media, and a higher profile making crisis management skills essential.  I’d also like to see the academic spotlight turned more on PR practice in sports, to assess whether the old ways should be replaced by greater opennesss – and if so, to highlight case studies and models for doing so.

Communicating road measures is confusing

The Department for Transport has released road statistics for 2007 – and something jumped out at me as rather odd.  All the headline figures are given as kilometres but in the UK we measure road distances in miles.

The national travel survey for 2006, also from the DfT, reported in miles.  The road statistics report cited headline figures in kilometres when it debuted last year, but the discussion often mentioned miles and speed is indicated in mph.

The UK has a permanent exception from the EU direction on metrication in respect of road traffic signs, distance and speed measurement, so why does the DfT choose kilometres as its reporting measure? 

The government was considering metrification back in the 1960s but cost of change is a big issue as is driver education (although there is no information on the number of drivers who have received no education in imperial measures).

It is reported that the EU is not pressing for the UK to complete the metrication process.  But some, such as the UK Metric Association campaigns for a complete change over, whilst others, such as the British Weights & Measures Association oppose the compulsory use of metric measure.

Apparently the topic has been discussed regularly in parliament since 1818 and admittedly the current system remains an odd mix of the two systems. 

Think Metric highlights the difficulties for many adults who were educated in the imperial system.  The body also points out the challenges for children who are taught one system at school but find family and older people, plus the world outside, do not use metric consistently.

The case of the Metric Martyrs sums up how the British press like to use compulsory metrication as an anti-EU argument, with a test case on the sale of fruit and veg due next January.

This week, another battle has emerged over the acre as a measure of land (since the 13th century).  It is claimed it will be banned by the EU from 2010.  I’m sure most British people have no idea the actual size of an acre, but we do like to resist change being portrayed as forced on us from outside.  Mind you, the US is even more resistant to metrication than we are. 

I confess to being someone who thinks in imperial measures – and recall many amusing DIY moments with my dad where we started in one system and got ourselves confused by linking into the other.  Although most hardware products are sold in metric, we still thought of a piece of 4″x2″ wood as right for doing the job.

My mum always measures material in yards – actually stretching out her arm and measuring the length from her nose, bizarrely.  When I drive in France, I mentally convert the distances and speedometer back into Imperial – and as for clothes and shoe sizes, I’m just totally lost.

Mind you, I hardly remember “old money” since decimalisation happened when I was at an age young enough to convert.  And I wouldn’t have a problem with shifting to the Euro in practical terms as I hate having to swap between two currencies whenever I’m off to France.

I think it is the muddled approach that is most confusing and this affects clarity of communications.  As a nation we muddle through resisting the simpler metric system and sticking with our rather quaint measures.

But would many of us know a perch from a chain or a peck from a bushel?  And do you know the conversion rates from imperial to metric?

FYI: 1 kilometre = 0.6214 mile (which is 1760 yards).  An acre is equal to 4,840 square yards, whilst a hectare is 10,000 square metres, or more than twice the size of an acre (2.4711 to be exact).

Millions of reasons for PR to work with online media

The Guardian has announced that it is the first UK newspaper site to attract more than 20 million unique users in a month – and it is not alone in reporting year-on-year growth as official figures from the Audit Bureau of Circulations Electronic reveal.

The online offerings of the Telegraph, Times, Sun, Mirror, and the Independent each reported an increase in unique users – only the Mail saw its number of unique users fall – to just over 16 million – although its traffic was up year on year.

Of course, unique users is only one factor in determining the  value of gaining media coverage, but any PR team or consultancy that can afford to ignore these figures is living in the last century.  Much of the coverage online is generated in relation to the mainstream print edition of the title – but users online are seeking instant updates of news and opinion, which PR practitioners must recognise in their reactive and pro-active contact with journalists.

But let’s not forget the advantages of traditional media in our enthusiasm for the online opportunity of reaching millions of readers.  Many feature articles work better when someone can take the time to read them slowly over a cup of coffee or when commuting. 

Reading isn’t just about how quickly you can absorb facts and news, but about absorbing the content, reflecting on its relevance to you and fitting it cognitively with other information you’ve stored away.

Everyone in PR should know that quick reactions are required when called by media working to deadlines – this Fast PR is even more important in ensuring online media audiences get their fix of Fast News. 

But we also need good old fashioned Slow PR skills in building relationships, identifying possible feature articles, developing individual angles and stories, thinking outside our traditional media relations focus and taking the time to be accurate, informative and effective.

Like mainstream versus online media, hopefully there will always be room for both fast and slow public relations practice.

What Bernays started can Bloomberg and Gates end?

Fascinating to see Bill Gates joins Michael Bloomberg’s campaign to curb smoking in developing world.

Many students of PR will be familiar with the Torches of Freedom story of how one of the discipline’s “founding fathers” is said to have made it acceptable for 20th century women to light up cigarettes.  Indeed, John Stauber notes that PR and tobacco “grew up together.”

In the affluent world, it has been the anti-smoking activists who have made best use of public relations in recent years by making the “habit” socially unacceptable and successfully lobbying governments to ban smoking in public. 

However, cigarettes remain a legal product and, despite increased restrictions on how they can be promoted and sold, and campaigns aimed at quitting, governments continue to benefit from tax income (albeit offset by costs in healthcare).  Taxation is of course, one of the tactics used to force smokers to quit – but it does send a mixed message at the same time.

Now Bill and Melinda Gates are joining with New York mayor Michael Bloomberg to put their money behind a campaign taking on Big Tobacco in the developing world.

In the UK, the tobacco industry barely made a PR squeak in the face of last year’s smoking in public bans – but clearly the focus has shifted to parts of the world where there is a much larger market and little PR opposition at present.

Smoking is said to have killed 5 million people in 2000 alone – and the Gates Foundation cites some shocking statistics, highlighting how households in some of the world’s poorest countries spend many times more on tobacco than education. 

The big money approach being taken to counter the marketing moves of the tobacco companies in these countries includes “campaigns to persuade people of the inadvisability of smoking, and efforts to induce governments to impose bans”.

There is undoubtedly much that can be learned from decades of PR activities aimed at reversing Bernays’ work, which still seems to be the main strategy of the tobacco giants, in making smoking appear glamorous.

The reality of smoking is anything but glamorous – from the smell and health issues to the cost concerns.  But too many young people in developed countries are still getting the message that smoking is a right of passage, whilst elsewhere in the world, the perceived pleasure of a cigarette continues the legacy of misery that Bernays laid claim to having created.

Public humiliation and crisis management

Max Mosley has won his libel case against the News of the World, with the judge declaring:

the claimant had a reasonable expectation of privacy in relation to sexual activities (albeit unconventional) carried on between consenting adults on private property.

There was no evidence of any “enactment of Nazi behaviour”, just “bondage, beating and domination which seem to be typical of S&M behaviour”.

So the judge in awarding £60,000 damages and legal costs against the newspaper (estimated at £450,000) decided there was no public interest in the story being reported. 

Clearly Mr Mosley suffers the public humiliation of the story and the outcome of the libel case being reported worldwide.  Whether or not his private behaviour is the business of the public, his reputation has been affected, with this story forever linked to his name.

The personal crisis has also become a reputational issue for Formula One.  Of course, the sport has an image of money and glamour, but whether the public and F1 stakeholders believe, as witnesses stated, sadomasochism is simply “the scene” is another matter.

So, the Federation Internationale de l’Automobile (FIA) will be hoping Mr Mosley will take a back seat following the unrest the case has caused among many stakeholders in the sport. 

These include motor racing associations, sponsors and manufacturers, many of whom feel the sport has been brought into disrepute.  Some members of the FIA have responded to the situation by suggesting they form their own association. 

Clearly the real crisis management work will be away from the titillation of Mr Mosley’s sexual predilections, which will be regurgitated by the media and comedians for some time to come. 

Here, the issue isn’t public interest or even public opinion so much as the confidence of the myriad of potentially active publics emerging from the various stakeholder groups of the FIA and motorsport, when its flagship formula is making headlines for all the wrong reasons.

Holiday bloggers should beware of burglars

I’m surprised to read so many bloggers inform their readers that they are taking a Summer holiday – and even detailing exactly how long they will be away in one or another sunnier spot. 

Shouldn’t we remember that we aren’t just talking to friends online, but leaving a trail of information that may be useful to those with other intentions?  Your blog might not contain your home contact details, but how difficult is it to find this information – online or offline?

Of course, regular readers might detect a decline in blogging and guess a blogger is on vacation, but they don’t know for sure, unless we tell them.

Typing “I’m of to” in Google brought up dozens of bloggers announcing their holiday and other plans to be away from home for a day, a week or longer.  No doubt those vacation-bound have signalled their departure via Twitter, Facebook, email bouncebacks, etc. 

There are plenty of reasons why we all need breaks and holidays, but in the same way that we should take care about broadcasting our intentions in the real world, shouldn’t we be careful about announcing our plans online?

Brian Appleyard cannot be the only blogger to have been the victim of burglars this year – although it’s not apparent that the criminals were stalking him via his blog. 

Other bloggers flaunt ownership of laptops and other gadgets, which might be a handy checklist for felons when visiting your unoccupied home.     

I’m not wishing a horrid home-coming to anyone (I was a victim of a burglary once myself), so it makes me uncomfortable when so many of those whose blogs I enjoy are glibly informing all and sundry of their holiday plans.

Dark PR

Domestic violence is nothing to be casual about, so I’m hoping news of movie star, Christian Bale’s arrest for allegedly assaulting his mother and sister in the Dorchester Hotel on Sunday evening is not some crass publicity stunt.

But when Google News so far reveals 1,325 news articles on this, with 2,418 blog posts, who can blame us for being cynical, especially when Batman is the dark side of Wayne Bruce.

The movie already has its own dark side with publicity focusing on a possible Oscar win for the late Heath Ledger.  Let’s hope there isn’t more dark PR involved here.

Easy PR

Just in case the Easygroup lawyers find this post, I’m not thinking of starting up a new public relations company called Easy PR, nor changing my green branding for its orange theme.

However, I think an Indian restaurant in Northamptonshire scored some easy PR in selecting the name Easy Curry, which attracted a legal threat from Easygroup.

I heard on the radio this afternoon that the owner has decided to change the name of the restaurant, despite earlier claiming he would not back down, but had offered to change the typeface and colours.

The restaurant did question how the company could own the word “easy” and said it reflected the concept of the restaurant with is to allow customers to pay £5 then whatever else they feel the meal is worth.

I am not suggesting this was a deliberate publicity stunt by the newly opened restaurant, but this small local restaurant gained peak time BBC coverage just by taking on a bigger brand in this way.

Anthony Robb-John, managing director of Easygroup, is reported as saying: “We do not hold ourselves out as owning easy but we do own lots of trademarks.”  However, the corporate website (www.easy.com) states: “easyGroup – Stelios’ private holding company that that creates new ventures & owns the easy brand”

It also has a tab labelled Brand Thieves where it is very clear about protecting its brand.  Besides the Easyjet low-cost airline business, its activities include car hire, cinema ticket sales, pizza delivery, cruising, hotels, mobile phones and finance.

PR needs the space to party

An interesting blog post at PRConversations on the importance of creating spaces for 21st century relationships and conversations reminded me of a story about the UK’s parents being the most protective in the world.

There is a common theme regarding the importance of finding spaces in which to develop and build connections with others.

In the case of cotton wool kids, the likes of Simon Woodroffe have claimed societal restrictions are impacting on the ability of children to become entrepreneurial.  Children not allowed to play freely and being monitored 24:7 by their parents they may be unable to form social relationships or be stunted in creativity.

This over-controlling syndrome is not exclusive to modern childhood however, as we see it in the workplace and wider society. 

George Monbiot reports how British libel laws are said to threaten the “free-flowing marketplace of ideas” – citing the example of how Craig Murray is being bullied by law firm Schillings, which uses legal manoeuvrings to “protect the reputations of high-profile individuals, corporates and brands”.,

In Wales, an Assembly Government civil servant was sacked for running a political blog and is taking his case to an Employment Tribunal.

If people are not allowed to debate and discuss, to challenge and question, to explore without fear of making a mistake, then what kind of society will we live in and what will be the ultimate role of PR?  Arguably in a controlled and closed society, the PR function is purely one of propaganda rather than facilitating conversations and maintaining relationships.

In the same way that children need safe spaces in which to explore and express themselves, one function of PR is perhaps to create the kind of spaces where organisations can be more playful and open in engaging with their publics.  Not simply using events to inform or persuade in line with the corporate objectives.

Last week I asked questions regarding the point of blogger outreach initiatives – those behind the particular activities claimed they were seeking to “build some relationships”.  I do think organisations, and busy PR people, need to think through the value and purpose of the relationships they seek to establish (and with whom) – but we don’t always know at the outset what the benefits may be for both or either party.

Next week we’re celebrating the 40th anniversary of MIPAA with a Summer Soirée at the House of Lords. There’s no agenda and members are able to invite friends, family, colleagues and contacts to the event.

It will be a space where conversations take place and relationships are developed – whatever and whoever these may involve. 

A good day for PRs to bury bad news?

I gathered via Matt Wardman’s Blogpower email that the guys in parliament have been extra busy issuing ministerial written statements in the run up to their Summer holidays.  A written ministerial statement is used to provide or announce:

• Detailed information and statistics from the government.

• The publication of reports by government agencies.

• Findings of reviews and inquiries and the government’s response.

• Financial and statistical information.

• Procurement issues.

• Procedure and policy initiatives of government departments.

That doesn’t sound exactly like the kind of important statement to issue on your last day of term, unless you are hoping that the contents will avoid close media and/or public scrutiny.  Thirteen of these statements were released last Friday; today Hansard has a list of over 30:

• Regulatory Impact Assessment Command Paper
• National Statistics Annual Report 2007–08
• Tax and Benefit Reference Manual 2008–09
• EU Funds (Consolidated Statement)
• Free Cash Machines (Low-income Areas)
• Issuer Liability
• HM Revenue and Customs (Office Reorganisation)
• ECOFIN
• Equitable Life
• Planning Inspectorate Annual Report and Accounts 2007–08
• South East of England Regional Spatial Strategy
• North West England Regional Spatial Strategy
• Preventing Violent Extremism: Next Steps for Communities
• Regeneration Strategy for England
• Free Swimming
• Animal Products (Imports)
• Poultry Register
• Lisbon Treaty (Ratification)
• Official Receptions
• Pharmaceutical Services
• Justice and Home Affairs Informal Council
• HM Chief Inspector of Probation: Appointment Extension
• Legal Services Board
• National Offender Management Service
• Official Receptions
• “Greening Government ICT”
• Access to Statistics
• Regional Accountability
• Correction to Written Answers
• Highways Agency Annual Report and Accounts 2007–08
• Local Transport Bill
• Civil Aviation Authority
• Departmental Agencies
• Employment and Social Policy Informal Meeting
• Social Fund Commissioner

Whether the content of any of these statements – or the dozens more issued in recent days – is critical or not, I’m not qualified to say.  I only hope that others who don’t have the luxury of weeks away from their day jobs are able to devote the attention to reviewing them.

With so many statements issued on one day it is hard not to be cynical and imagine more than a few government PR advisors are hoping to bury bad news.