The Advertising Standards Authority has warned companies not to make grandiose claims about environmental credentials which cannot be scientifically substantiated. The particular case relates to tree-planting schemes, as carbon offsetting is this year’s simplistic solution to corporate social responsibility.
When will PR practitioners realise, CSR requires strategic not tactical foundations? Promoting carbon offsetting schemes is poor public relations – about wanting to look good rather than being good. Presented as win-win solutions, organisations – and their customers – buy into an environmental “exchange relationship” with Mother Nature, based on a simplistic mathematical equation.
In particular, the major carbon offset companies have been busy promoting guilt free motoring where, for less than the price of a tank of fuel, you can neutralise your carbon emissions thanks to some tree planting or other initiative, largely in the 3rd world (adding in another layer of feel good motivation). Lex Vehicle Leasing is one of the latest automotive companies to promote “peace of mind” to “environmentally conscious drivers and businesses” with its Carbon Neutral Driving Scheme . But they are not alone – even the Guild of Motoring Writers has a carbon offset partnership.
But at last, the simplistic argument is being challenged – not least because those behind the conscience-salving schemes are raking it in big time. The Guardian claims the market for carbon offsetting will top £300m within 3 years – with trading amounting to £60m globally this year, up from £20m in 2005. The campaign group Fern is also highlighting shortcomings in the carbon offset solution.
If PR practitioners seriously want to help organisations gain a reputation as credible corporate citizens, they need to understand we need a “communal relationship” with the planet; where there isn’t always an easy or painless short term payback. In his latest book, Andy Green says values are what you believe in even when they hurt – this is never more true than when communicating social responsibility.
Public Relations should support calls by Sam Brook for better recognition of the value of journalistic freedom, which he links into a piece in today’s Guardian on the need to protect freedom of expression.
Too often, PR appears to be seeking to control or restrict the media, instead of recognising its importance in creating the type of open society in which the aims of public relations can be best achieved. If we truly believe in the importance of dialogue over rhetoric, debate over propaganda, we must get behind Brook’s calls for “a new social contract – a commitment to training and high standards, (and) best editorial practise”.
We don’t need media which simply reproduces press releases, relies on partisan PRs rather than checking facts, or is subject to manipulation or intimidation for access. Rather public relations can only manage a positive reputation for itself and those it represents by working with media as equal partners; interested in communicating accurately and fairly with the publics we wish to reach.
The tradition of great PR stunts is evident when watching DJ Matt McAllister bulk up to wear 155 t-shirts setting a Guinness World Record on YouTube. Nearly at the half-million viewing figure, this is great promotion of Matt’s 99.9 KTYD’s Early Show in Santa Barbara. Imaginative stunts are rarely seen today, but maybe social network media is the natural home for the skills honed by mastros such as Jim Moran. If the public relations community could come up with this type of creativity online rather than focusing on how to manipulate or defeat social networking, we might all have a lot more fun.
PR2.0 is about abundancy – sharing good ideas and networking. PR creativity guru, Andy Green, who epitomises these tallents has been justly recognised with the Stephen Tallents award by CIPR. As a proud connector with Andy, I’m delighted – this honour couldn’t go to a nicer man.
A new e-book from Spannerworks “What is Social Media?” is a helpful summary of the phenomenon – and the intention for it to be a living entity highlights the problem for many in public relations – keeping up with all the developments in PR2.0. As soon as you’ve got your head around concepts and opportunities, there are new skills and knowledge to digest. From a communications perspective, you cannot simply create and stand back in the new world. Not only does the speed of change means you need to update, but thanks to the participatory nature of new media, you need to debate not simply state. Active learning highlights the need to participate rather than simply learn at the knees of masters – and new media offers that opportunity. The online world offers the benefit that people are generally eager to share their knowledge – with wikis, open software, blogs and through social networks. We need to dive in and join the debate – not just by setting up our own blogs, but by leaving comments, sharing ideas and updating our own sites. As producers of information, this is an exciting challenge – where once we’d send work off to the printers as a finished form, today we should think about creating living materials – that can be updated, amended, revitalised and reformed – both as our own knowledge changes, but also in response to dialogue from those who are able and willing to share their views on our publications.
Miss World and public relations – hit or miss? Getting PR to the boardroom remains a goal for many – but one of the rare PR executives who revitalised a company and became chairman is pretty much ignored or vilified in the UK. Eric Morley started at Mecca – then a small catering and dance company – in 1946 as a £15-a-week PR man. Seeking to promote dancing, he originated the BBC ‘Come Dancing’ series, which became the longest running television series in history and is currently a mega-hit in the new celebrity format (and about to launch in UK in its 4th series).
The reason for ignoring his achievements as a “PR man made good” relate more to his other creation – in 1951 he launched the Miss World competition. Over 55 years later, we might think this competition is a sign of less enlightened times regarding women’s rights – but the Miss World final final in Poland on 30 September is expected to attract a global audience of 2 million – and annually achieves an estimated £5 million in licensing rights. This popularity is largely based in Asia and Africa – and again, we might dismiss this enthusiasm as indicating lack of development of feminist perspectives.
But listening to the views of former Miss Tanzania, who was a Miss World finalist in 1999, you might think differently. It seems this competition offers Hoyce Temu an opportunity to make a difference around some big issues – including women’s rights.
Interesting that Miss Temu is currently completing a degree at Wartburg College in Iowa, US in public relations and mass communications. Which raises another question – is being a beauty queen an issue in being taken seriously. Clearly not from the opportunities that Hoyce has used to promote the Outreach Africa project – but her PR professor seems less convinced. She was apparently surprised to find out Hoyce was a beauty queen: “While graceful and poised, she is equally private and humble, an interesting and somewhat unusual combination for a beauty queen.” Some might feel such qualities are even rarer in those working in public relations.
So Miss World and public relations – from a founder with an eye for a strategic initiative to current contestents’ influence on world politics. Hit or miss?
Does it matter if those educating tomorrow’s PR graduates have never worked in the profession themselves? It could be argued as a sign of maturation of the profession if those teaching in Universities have followed an entirely academic career path. I’m not so sure – PR graduates are already competing against those with business or other non-specialist degrees for jobs in the industry. One benefit of a degree in PR ought to be a greater insight from those who’ve been there, not just read about it in books or undertaken academic research. I’m not so sure that setting up academic consultancies is the answer either. You undoubtedly gain valuable credibility and understanding in stuffing press packs, organising launches, writing speeches, responding to irate consumer media, developing internal communications campaigns and networking with influencers for real. Sure, experience needs to be balanced with understanding of theoretical approaches that underpin good practice, but a few battle scars must help you integrate academic and practitioner perspectives to the benefit of those starting out on their careers.