Earlier this week, I was at a lecture at the RSA where Sky’s Adam Boulton was in conversation with Stephen Green, chairman of international banking group HSBC. They had both just returned from the G20/G8, which provided a backdrop to discussions on financial turbulence, money and morality. The presentation was especially interesting as it took a long-term historical view: King Edward III was noted as the first British sovereign to default on his debts; Franciscan thinking from the middle ages on poverty versus wealth was quoted; the ebb and flow of world trade was examined. You can watch the RSA’s video of the talk here. Well worth a look.
Mr Green was questioned on his book, Good Value: Building a Better Life in Business. He gave his perspective on the current macroeconomic climate, talking about a clear rebalancing to the East. He says ‘emerging markets’ is a misnomer, preferring the re-emergence of markets. China was the world’s largest economy until 1820 – before the growth of super powers – and was the dominant economic power in 18 of the last 20 centuries. Over a generation, he says, we will see the rise of the ‘new G20’ states, and the relative marginalisation of the G7/G8.
However, he is positive about the opportunities for business offered by this rebalancing. Companies that plan responsible, sustainable business strategies, in tune with the cultural needs of growing markets will thrive. Real CSR will have real impact.
As a spokesperson for the global banking community, Stephen Green is impressive. Highly engaging and authoritative, without a hint of arrogance. He expertly batted away questions inviting comment on BP’s current problems and focused on broad issues of strategy and morality. As an ordained Anglican priest, his views on ethics in business are especially interesting. From a reputation manager’s perspective, he is a valuable asset. A thought leader with original, coherent thoughts and a distinctive view of the world. Good value.
I spent my formative years in agency life working with a senior colleague who loved champagne and fine wine - and a weakness for new shoes. Alcohol is often a good social lubricant when building relationships with influencers, but it is lethal when it is mixed with a journalist looking for a story.
Whilst Stanley McCrystal may appear has a footnote in the history of the war on terror for his championing of counterinsurgency warfare tactics in Afghanistan, his most prominent mark was made with a number of cases of BudLight Lime on a coach from Berlin to Paris.
This is where Rolling Stone journalist Michael Hastings got the juicy material for The Runaway General feature which nuked McCrystal’s career.
Contrary to what you may have been led to believe alcohol and public relations don’t mix. This was cross-posted from my personal blog.
The vast majority of these ads are from the USA and generally from Republicans. Like them or loathe them, they do campaigning very well, especially during the Karl Rove era.
First up however is one of Obama’s ads. He never created “great” ads, but a good deal of his involved just him, speaking directly into camera to the audience. This has the benefit of giving a personal message and engaging directly with the viewer. In this ad, he also personalises the story of his mother’s death and the extra pain of her death due to the insurance system in the US. He then brings that story back to the personal lives of everyday Americans which is vital for a successful visual engagement strategy.
If only he was still showing this ad in the last 6 months.
This Carly Fiorina ad is bizarre. Nick named the Demon Sheep ad, it has become the object of ridicule but also fascination. It is weird and out there and I guess that is its charm. I don’t think it will work, it’s too long, appeals to a fairly small part of the population (the Tea Party) and most importantly, it doesn’t actually target the candidate that is leading the race. This is an attack ad for a spot of the Republican California Senator ticket. Fiorina attacks Tom Campbell, who is a leading member of Governor Arnie’s Cabinet. They are both losing ground to Republican Chuck De Vore, a State Assemblyman who is know for his ultra conservative stance. No wonder she was rated as one of the US’s top 20 worst ever CEOs.
George Bush Senior’s attack ad on Michael Dukakis is one of the most infamous ever. Drew Westen describes it as “one of the low points in American electoral history.” Willie Horton was a felon of the worst order and whatever happened for him to be released was clearly a mistake. The ad however has become part of history. Using emotive, almost subliminal written messaging such as Rape, Kidnap, Stab, stuck in the heads of the public. Fear is everywhere in this ad, the frightening statements, the scary mugshot, the fact that you could be the person stabbed, kidnapped and raped under a Dukakis Government. It is enough to frighten anyone. In fact, this ad wasn’t even an “official” Bush Campaign ad. It was made by the Americans for Bush arm of the National Security Political Action Committee (NSPAC).
Hilary Clinton’s 3am ad made a big difference during the 2008 primaries and was one of the reasons why she stayed in the race so long. Questioning Obama’s ability and experience, she came up with a pretty powerful and effective ad. It preyed on the fears of parents and grandparents alike. It gave her a good boost in the polls, but let’s face it, the rest is history
Gough Whitlam was the Australian Labor Prime Minster from 72-75 after 23 years of Liberal-Country Government, mostly under Sir Robert Menzies. This ad may seem a tad naff now, but at the time, the ad and the slogan “It’s Time” was hugely influential. Delightfully simple, the slogan simply pointed at the last quarter of a century under a Conservative Government, similar to the Change slogan used by the Obama campaign. No one over in the UK would realise, but the singers are all Australian celebrities and politicians. Australian’s might notice a young Jack Thompson, Jackie Weaver, Graham KennedyandBert Newton singing away. Whitlam however only lasted 3 years before he was controversially sacked by the Governor General Sir William Kerr. Whitlam, on the stairs of Parliament House then made the statement “God Save the Queen, because nothing will save the Governor General.” Thus started the first big push for an Australian Republic.
Ronald Reagan put this ad out for his re-election campaign in 1984 and it is brilliantly simple. Patriotic, conservative and a vision back to the halcyon days of America. He doesn’t even appear or speak in it, but at the same time he seems both Presidential and grandfatherly.
Just like his father, Bush Junior wasn’t officially behind this ad, but it was paid for by the Swift Boat Veterans for Truth. There were plenty of memorable negative ads that hit Kerry hard, but this was particularly effective. Kerry made a big deal out of his Vietnam veteran status saying in a time of war, it was important to have a Commander and Chief who had proper militaryexperience. Kerry won two Purple Hearts and one Silver Star for his heroism, but there were controversial circumstances surrounding this award and this came to the fore in the 2004 Presidential campaign. Kerry also immediately came back to the US post the war and began protesting against it. His initial campaign strategy was to portray him as a war hero, but not long after, these swift boat vets came out and hit Kerry hard. Again, the rest is history
Arun Sudhaman at PR Week contacted me last week with some questions on the communications challenges around the launch of Google’s Nexus One, the company’s first smartphone. He’s written an article on this topic in this week’s issue, which includes comment from other PRs.
Arun’s interest was raised by the initially cool reaction from the analyst community. This often happens when a product launches after months – or in this case years – of speculation. With pent-up expectation in the market, however great the eventual product turns out to be, there are commentators who write about how it could have been just a little bit better. When this happens, monitoring of initial reaction is crucial. The communications programme must adapt quickly and address any misconceptions that can quickly spread and threaten product adoption.
The Google brand is now embedded in our daily lives and, for most people, means more than just search. Translating the brand into a physical product-in-your-pocket is something new and potentially risky for the company. It will have to quickly develop competency in consumer hardware communications and manage the huge global interest in its new strategy. Initial media coverage has concentrated on the handset itself. The first challenge is to communicate the benefits beyond a shiny new mobile phone and get the media to focus on the power of the underlying Android platform and associated apps.
Google still has a lot to prove. If it gets things right (and Google isn’t used to failing), it has a huge opportunity to grow a new hardware business to complement its online products. One thing is certain, the battle of the smartphone platforms has only just started.
On the 4th of January The Conservative Party launched their election campaign by releasing this new 15-ft wide poster, which is erected on 759 sites across the country. Already it has been one of the talking points of the election campaign and like marmite, people either love or hate it. So, I wanted to have a look at the key features that are drawing attention:
The clothes: Cameron is shown without a tie, which has become a common feature of his leadership. Apparently this was developed by Steve Hilton, his PR guru, to show that he is both in touch and ready for business. Advertisers have said that this image gives off a strong message of his willingness to get on with the job of Prime Minister.
The message: The message, highlighting the NHS, has been used to counter the Labour attempts to define themselves as a party of investment. It is also highlighting one of the cores of the Conservative election strategy - the size of the budget deficit.
Some people have highlighted the use of the term ‘cut’ in the same sentence as the NHS may impact negatively. The terms could be associated and seem too negative.
Reaction to the poster
Labour party figures immediately attacked the poster because it was airbrushed. John Prescott went on the attack parodying David Cameron and the Daily Mirror also criticised the poster.
But other advertising figures have said it sends a strong message and plays to his key strengths. Commentators also say that it shows the speedier start to the election campaign on behalf of the Conservative Party. This could reflect the greater funds reported to be at the Conservative leaders’ disposal.
So, bearing that all in mind, what do you think? Hit, Miss, Maybe?
For me it is a HIT - simple, effective and to the point. But I know others will think differently.
I read something interesting and provocative in PR Week today. It was an article outlining the views of different Directors of Public Affairs companies on David Cameron and Gordon Brown’s election campaigns. The article focused particularly on David Cameron’s announcements on the NHS yesterday and Labour’s retort, which could be seen as the two parties kicking off their election campaigns. One particular comment by Phillip Snape, Managing Director of PSA Communications, was extremely interesting. He said of the election campaigns:
‘No one is listening to them [Brown and Cameron]. Everyone has already made their minds up and this is all background music. It is boring.’
I find this a spurious point of view. It suggests that the ‘Punch and Judy’ politics of election campaigns - the adverts, the slogans and the glitzy promises - will have a relatively small effect on the majority of voters, who find this overt posturing off-putting. He, also, seems to find this element of the election run up ‘boring’.
I disagree on both counts. The next six months will be the critical last stage of a close and enthralling contest. The UK Polling Report is showing that the Labour Party’s poll showing has rallied in the second half of 2009, rising from an average of c.23% to c.29%, whilst the Conservative Party’s has fluctuated between 37% and 43% in the same period. This may suggest that the Conservative Party have a strong lead in the polls, but the number of seats they have to take from Labour means that these numbers would only realise roughly a 26 seat majority for the Conservative Party - a long way off certain victory. Clearly the unstable polls represent a general public still not absolutely certain who they want at the next election and whilst the Conservative Party will almost certainly have a higher share of the vote they are not ensured victory.
In this climate the next 6 months could be critical. Voters have had two and a half years to size up David Cameron and Gordon Brown - their characters, policies and styles - and still some are undecided. Yet, (unless they abstain) these voters will be forced to make up their mind in the next few months and in our modern society, filled with apathy, it is eminently feasible that an undecided voter could be swayed to vote one way or the other by an eye-catching policy, good debate performance or brilliant advertisement in the run up to the election.
For this reason I think the election campaigns will be extremely exciting and relevant and should not be dismissed.
But I think this is an interesting debate, what do you think? Is the election decided or is it still all up for grabs?
This post was originally posted on my personal blog
Journalist 15 minutes late for client briefing: “Hello” when phoning at home/in the office
Voicemail alert: “Beep beep, beep beep” when getting off the tube 5 minutes before a media briefing is about to start….
Client: So, we have to cut budget this year and we thought we would look at ways to reduce European content and re-use Global press releases and articles….
Client: We know he needs media training, but we really can’t tell him…can you use him anyway?
European partner/office: That is not going to work in <insert Western European country name> and if we have to do it that way, we will need MUUUUUUUCH more budget than that (or in fact than anyone else in the Western Hemisphere has ever charged)
Junior team member: I couldn’t get hold of anyone, they were all on voicemail
Journalist: The supplement this month was smaller than we planned, so your client’s piece should be appearing online instead.
Designer: On that budget, you can have it good, fast, cheap. Now choose two.
Prospect: Let’s make a video at our sales conference and put it on YouTube to make it go viral
Actually just the word viral in a brief
Sales person My editor passed your email along to me…have you thought about advertising in X
12. Client: our VP of sales is in the UK next month. There is no news but can you get the FT and some broadcast stuff lined up?
13. Client: thanks for lining up that day of meetings – unfortunately the VP isn’t able to make it now.
Client (unprompted) to journalist – It’s been an interesting year. We’ve lost a lot of business and had to let a lot of people go.
Client CEO: I want to have a blog / Twitter account and I want you lot to write it
Prospect: The SEO agency does my PR, they send out the releases online
Client: Can you go on Amazon | x forum and write some positive reviews?
Message from reception: Watchdog wants to have your client on a panel
Prospect: I don’t have any time, money or resources. What can I do with social media?
Client: why weren’t we allowed to approve the piece before it appeared?
Client: because of my budget cuts I’d like you to pay for expensive items such as my hotels etc – just temporarily – and I’ll raise a PO next quarter – is that okay?
Journalist: your VP isn’t senior enough – I only want to speak to your client’s CEO
Journalist: sounds interesting. Send me an email about it and I’ll take a look
Journalist to client on briefing call: Sorry, what’s this call about?
The silence that fills the room like a gothic marshmallow after asking the prospect what is the desired ‘call to action’ out of a prospective online campaign
Client Do you know where I can get a massage with all the trimmings and would it be possible for you to pay for it and charge it back to us on expenses?
Boss: I don’t see the point of twitter.
Client: I’ll be bringing somebody from procurement to the next meeting
Prospect to pitch team: I know we said this was just a one stage non-competitive process, but would you mind pitching for a 4th time against a handful of other agencies?
Prospect to pitch team: Can you include a detailed explanation of the current UK and EU regulatory situation with your initial proposal?
Wade in PR folks…any more faves?
(Thanks to the team at Ruder Finn for crowdpitching in with some of these)
The media is reporting a survey by health campaign group Consensus Action on Salt & Health (CASH) which shows that some pasta sauces on sale in the UK are saltier than sea water. A good hook for a survey but bad news for celebrity chef Jamie Oliver, whose spicy olive and garlic pasta sauce topped the poll with a whacking 3 grams of salt per 100g.
This looks to have been a brand extension too far. Jamie is a brand and brands need to deliver on their promise. Over the years, he has been the front man for campaigns on better school dinners, healthier eating, animal welfare, creating employment for disadvantaged young people, apple pie and more. Today’s news is at odds with his wholesome image. What is to be done? His team will be working to focus attention on their man’s good deeds. But while they control the brand, they don’t own Jamie’s reputation. His public image will be dented. Will his sales be hit? Certainly, expect a new recipe pasta sauce to be rushed out and to hear updates on his campaigning efforts. But when his next campaign is launched with television series, website and spin-off book, his public might just take it all with a pinch of salt.
Meanwhile, the celebrity cook market remains big business, particularly in the run up to Christmas. A quick search of the web shows that today Jamie can sell you:
So for many of the uninitiated, Call of Duty Modern Warfare 2 was released this week. This has been the most anticipated video game since GTA IV which came out in 2008. CoD MF2 is already a record breaker with over 1 million copies being sold in day one, analysts expect 10 million sales in the run up to Christmas.
That’s mental! Record companies would bite your hand off for those figures especially when the game costs around £50 a pop.
The reason this is relevant to the PR industry is the buzz around this game this week has been incredible, it has secured coverage across not only in the traditional gaming press and blogs but also mainstream broadcast and national press with MP’s debating the games’ release in Parliament. Shouldn’t they be sorting the country out rather than discussing a piece of entertainment that has already been classified and approved by the British Board of Film Classification?
I have no doubt that the game is a great piece of workmanship and entertainment and I am looking forward to playing it. What I was impressed with was the PR launch of the game. Many shops were breaking sales embargoes and there were large queues of fans waiting to get their hands on it. The most impressive aspect of the launch was the permission to use Leicester Sq in London as the site to unveil the game. This is predominately reserved for Hollywood movies, so the fact that there was a massive scale PR event with full military occupation including camo vehicles and personnel added to the drama and event. The launch also had the red carpet feel with a number of celebrities attending, proving that gaming is part of our modern culture just as music, art and movies are.
The revenues of the gaming industry worldwide are overtaking the movie industry very quickly due to huge sales and high prices for games. The scope for executing well planned and large PR campaigns for games has arrived and will be a major aspect of the PR business sector in the years to come. Expect a lot of big agencies to be pitching for software houses such as Activision, EA, Epic, Rockstar, Eidos and Ubisoft as well as crazier and bigger PR launches.
Reports have popped up this morning after the announcement that Downing St is to review its press lobby methods and the rumours are Peter Mandelson may become the second most visible government member behind Gordon Brown, if he wasn’t already, by giving weekly televised press briefings.
Of course, this is tip of the hat to the fact that Brown is not the great communicator that Tony Blair was, but we all knew that. Having Mandy act effectively as Press Secretary, is an extremely clever move.
In place now is the Prime Minister’s Official Spokesperson (PMOS), Simon Lewis, who previously worked for the Queen as well as the private sector, in particular Vodafone.
But the PMOS’ briefings are daily but don’t necessarily sell Government policy, although naturally it does toe the party line as you would expect. It is more reactive rather than proactive process, fielding questions from the press regarding policies and issues of the day to clarify or confirm, not necessarily sell. The meatier issues are announced at the PM’s monthly press conference or during any ad hoc policy announcements or press conferences.
But from what I’ve read, televised, weekly press conferences would be designed to explain the Government’s messages and policies in the run up to the next election. This will be especially useful to highlight the budget bonanza that I think we can all expect from the Government, especially if the UK is showing growth as has been predicted.
What is missing from the Labour Government at the moment is a clear and effective messenger. The policies are there, but they are being lost in a sea of errors and poor news cycles, the mums.net biscuit farce and the Gordon Brown condolence letter are perfect examples. A messenger is the key.
It is common knowledge that Mandy is one of the smoothest political operators around. Whether you like him or loathe him, that’s a pretty universally view, especially amongst MPs I’ve spoken to. If you watch him against the hardest journalists like Jeremy Paxman or Andrew Marr, he still somehow charms them.
With Mandy helping to sell the message on a weekly basis, this could maybe get Labour back on message.
